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ATTITUDES TOWARD GAMING - US - JUNE 2018

Published By :

Mintel

Published Date : Jun 2018

Category :

Lifestyle

No. of Pages : N/A

While video games may serve the simple purpose of casual entertainment for most, a smaller share of dedicated gamers care a great deal about what they play. The casual nature of mobile gaming can appeal to a wider net of people, but console and computer gamers will drive trends and advancements in the coming years. People are gaming on new devices and looking at video games in a more interactive way than ever before.

Table of contents
OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Overview
Figure 1: Video game devices played, March 2018
The issues
Little variety in devices
Figure 2: Number of video game devices played, March 2018
Difficult to launch new ideas
Figure 3: Path to purchase, March 2018
Casual gaming lacks dedication
Figure 4: Attitudes toward gaming dedication, March 2018
Expanding on traditional ads
Figure 5: Attitudes toward advertising in games, March 2018
The opportunities
Not all platforms are the same
Figure 6: Perceptions of gaming platforms – Correspondence analysis, March 2018
The potential for eSports
Figure 7: Attitudes toward eSports, March 2018
Expanding mobile capabilities
Figure 8: Smartphone and tablet ownership, 2015 vs 2017
Growth to come from key demos
Figure 9: Profile of dedicated gaming console gamer, March 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Opportunities for growth in population
Gaming faces stiff competition from other leisure activities
MARKET FACTORS
Young adults taking control of gaming
Figure 10: Population by age, 2018-23
Share of households with children shrinking
Figure 11: Share of households, by presence of related children, 2007-17
Device ownership a boost for mobile gaming
Figure 12: Smartphone and tablet ownership, 2015 vs 2017
Healthy outlook gives way to increasing spending for some
Figure 13: Current financial situation, by age, February 2018
MARKET PERSPECTIVE
Digital activities dominated by shopping, video content
Streaming media dominating at-home entertainment
Teen market boosting gaming potential
Having fun out-of-home
Figure 14: Where extra money is spent, November 2017
KEY PLAYERS – WHAT YOU NEED TO KNOW
Developers show range
From fringe to mainstream appeal
Exploitation hurts reputations
Opportunities to expand in existing channels
VIDEO GAME DEVELOPERS OVERVIEW
Nintendo Co., Ltd.
Rockstar Games, Inc.
Electronic Arts, Inc.
Activision Blizzard, Inc.
Valve Corporation
WHAT’S WORKING?
Watching others play
The (sub)cultural impact of eSports
Professional streamers getting noticed
Staying engaged with gamers
Consumer data helping with development
Keeping gamers informed
Nintendo Switch takes off
Specializing the console experience
WHAT’S STRUGGLING?
Harassment, inclusion in gaming highlight gender gap
Backlash for “pay to win” gaming
Privacy breaches could concern gamers
WHAT’S NEXT?
Push for streaming services
AR, VR still trying to break through
Competitive gaming expanding
Going mobile
Dedicating spaces
Indie games flood the market
The impact of blockchain
Expanding mobile capabilities
THE CONSUMER – WHAT YOU NEED TO KNOW
Casual gaming common
Competition takes the backseat to relaxation
Gaming platforms perceived differently
Gamers gravitate toward the familiar
Repetition creates some barriers
eSports on the brink of mainstream
Avoiding the pitfalls of gaming
Tough to reach gamers through traditional ads
VIDEO GAME DEVICES
Key opportunity
Device usage highlights less dedicated gaming
Figure 15: Video game devices played, March 2018
Only playing on a few devices
Figure 16: Number of video game devices played, March 2018
Demographic profiles of different gamers
Mobile gamers
Figure 17: Profile of mobile device gamer, March 2018
Computer gamers
Figure 18: Profile of computer gamer, March 2018
Dedicated console gamers
Figure 19: Profile of dedicated gaming console gamer, March 2018
REASONS FOR GAMING
Key opportunity
Chilling more important than thrilling
Figure 20: Reasons for gaming, March 2018
Gaming priorities shift with age
Figure 21: Reasons for gaming – Select items, by age, March 2018
Single gamers seek escape
Figure 22: Reasons for gaming – Select items, by marital status, March 2018
PERCEPTIONS OF GAMING PLATFORMS
Key opportunity
Positive sentiments overall drive enjoyment
Figure 23: Perceptions of gaming platforms – Any platform, March 2018
Different attitudes for different platforms
Mobile gaming
Computer gaming
Xbox and PlayStation
Nintendo and handheld consoles
Figure 24: Perceptions of gaming platforms – Correspondence analysis, March 2018
PATH TO PURCHASE
Key opportunity
Familiarity drives interest
Figure 25: Path to purchase, March 2018
Knowing more is always better for parents
Figure 26: Path to purchase – Select items, by parental status, March 2018
VIDEO GAME BEHAVIORS
Key opportunity
One game can be a long-term focus
Figure 27: Video game behaviors, March 2018
Black, Hispanic gamers involved for more time
Figure 28: Video game behaviors – Select items, by race and Hispanic origin March 2018
THE ESPORTS VIEWER
Key opportunity
Hardcore gamers most likely to watch others play
Figure 29: Profile of an eSports viewer, March 2018
Still room to grow appreciation
Figure 30: Attitudes toward eSports, March 2018
Opportunity to reach Black, Hispanic gamers through eSports
Figure 31: Attitudes toward eSports, by race and Hispanic origin, March 2018
GAMING DEDICATION
Key opportunity
The potential for addiction may limit gameplay
Figure 32: Attitudes toward gaming dedication, March 2018
Parents see joys and pitfalls of gaming
Figure 33: Attitudes toward gaming dedication, by parental status, March 2018
ATTITUDES TOWARD ADVERTISING IN GAMES
Key opportunity
Video game ads may be a distraction
Figure 34: Attitudes toward advertising in games, March 2018
Where to reach the true gamers
Figure 35: Self-identified gamers, by social media sites visited daily, March 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
Terms
APPENDIX – CORRESPONDENCE ANALYSIS
Methodology
Figure 36: Perceptions of gaming devices, March 2018

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