The Limitations of the "Gamer" Label

For years, advertisers have built gaming strategies around a narrowly defined “gamer”—typically young, male, and console-focused. But that stereotype no longer reflects reality. Today’s players are vastly more diverse, spanning genders, generations, and gaming platforms. Yet many of these audiences remain invisible to brand strategies because they don’t self-identify as gamers. This identity gap is costing brands opportunities to connect with high-value, highly engaged audiences.

The Gamer Paradox: Playing Regularly, But Opting Out of the Label

A quantitative study conducted by Activision Blizzard Media reveals that just 42% of all players identify as a gamer, despite the gaming audience overall averaging 13 years of gameplay and dedicating 16 hours a week to playing.¹

On a sliding scale, 68% say they identify as a gamer to some extent, but only 15% do so strongly. Even among the 58% who do not identify as a gamer or responded “not sure,” their average tenure is still 12 years of gameplay, with 11 hours spent gaming per week.²

This gamer paradox—where people who game are not considered “gamers”—is especially pronounced among key segments of the gaming audience, such as mobile-centric players and women.

Consider this:

• 77% of mobile-dominant players reject the gamer label³

• 72% of female players do not identify as gamers⁴
  

• 62% of Gaming Veterans (average age 50, with 21 years spent gaming) don’t consider themselves to be gamers⁵
  

• 78% of Late Adopters, mostly women around age 51 who play mobile daily and embraced gaming later in life, don’t identify as gamers⁶

These players are dedicated and consistent, yet they’re often excluded from campaigns that target "gamers" because they don’t fit an outdated mold.

Mobile: The Most Common Denominator

Mobile is the most widely used gaming platform, with 86% of all players gaming on mobile weekly.⁷ It offers unmatched accessibility and scale, yet it’s frequently categorized as “casual” and overlooked in favor of gaming platforms perceived as more premium or immersive.

Puzzle games—such as Candy Crush Saga—are hugely popular,⁸ and yet they’re mistakenly dismissed as less legitimate by some advertisers. These games attract loyal, engaged audiences, many of whom play daily and spend meaningful time interacting with in-game content.

The Misperception Has Real Business Consequences

New insights from Activision Blizzard Media’s Halo and Brand Impact Study (April 2025) show that players are receptive to brand messaging: one in three gamers feel more positively about brands after seeing them paired with games. Under-targeted mobile players are no exception, showing strong openness to in-game advertising and representing a valuable opportunity for brands.

• Mobile audiences—such as Candy Crush and Solitaire players—like brands that advertise in mobile games and feel that they’re relatable⁹

• 57% of Candy Crush Saga players and 56% of Microsoft Solitaire players are fans of their respective franchises, rating them among their favorite games¹⁰

• Fandom boosts brand outcomes: fans of Candy Crush Saga and Microsoft Solitaire report +14-15% point lifts in brand fit and relatability compared to non-fans¹¹
  
  

Consumer brands paired with Candy Crush are described as creative (44%), unique (43%), and innovative (42%)—particularly in CPG and tech verticals.¹² These players also rate brands highly on emotional resonance: 43% say brands featured in-game are “for someone like me”.¹³

Redefining the Target for Maximum Reach

To fully capture the value of gaming, brands must rethink their audience definitions. By focusing only on those who self-identify as gamers, marketers are ignoring the very people most likely to engage with their messages.

The reality is this: it’s playing that defines a gamer—not the label. And the most effective brand strategies will meet players where they are, especially in mobile environments that offer unmatched scale and engagement. It’s time to expand the aperture on what a “gamer” looks like and build inclusive campaigns that reach the full gaming audience.

Because half the market isn’t hiding—it’s just waiting to be seen.

About the Author

Andrea Fahmy is an Associate Director, Research at Activision Blizzard Media. In this role, she leads research initiatives that generate critical insights into gamer behavior and advertising effectiveness. Before joining Activision Blizzard Media, she served as Manager of Marketing Sciences at PHD. Andrea holds a Master’s Degree in Social Sciences from The University of Chicago and a Bachelor of Arts in Linguistics from Vassar College.

Endnotes

1.  Activision Blizzard Media Gaming Study via Toluna, July 2023 (Base: US & UK Adults 18+)

2.  Activision Blizzard Media Gaming Study via Toluna, July 2023 (Base: US & UK Adults 18+)

3.  Activision Blizzard Media Gaming Study via Toluna, July 2023 (Base: US & UK Adults 18+)

4.  Activision Blizzard Media Gaming Study via Toluna, July 2023 (Base: US & UK Adults 18+)

5.  Activision Blizzard Media Gaming Study via Toluna, July 2023 (Base: US & UK Adults 18+)

6.  Activision Blizzard Media Gaming Study via Toluna, July 2023 (Base: US & UK Adults 18+)

7.  Activision Blizzard Media Simultaneous Media Usage Study via Toluna, Oct–Nov 2024 (Base: US Adults 18+)

8.  Activision Blizzard Media Gaming Study via Toluna, July 2023 (Base: US & UK Adults 18+)

9.  Halo and Brand Impact Study, Activision Blizzard Media via Alter Agents, April 2025 (Base: US Adults 18+)

10.  Halo and Brand Impact Study, Activision Blizzard Media via Alter Agents, April 2025 (Base: US Adults 18+)

11.   Halo and Brand Impact Study, Activision Blizzard Media via Alter Agents, April 2025 (Base: US Adults 18+)

12.  Halo and Brand Impact Study, Activision Blizzard Media via Alter Agents, April 2025 (Base: US Adults 18+)

13.  Halo and Brand Impact Study, Activision Blizzard Media via Alter Agents, April 2025 (Base: US Adults 18+)