Enjoyment at the Core: Gaming Is the Multiscreen Experience Audiences Choose

Maximizing Enjoyment through Multiscreening

Audiences today don’t just consume one type of media at a time. They layer it. From watching TV with a phone in hand to toggling between apps on a laptop, media multitasking is standard behavior for many consumers. But this presents a dilemma for advertisers: when audiences are splitting attention across multiple screens, how can brands capture moments of genuine enjoyment and avoid being tuned out?

Data shows that seeking enjoyment is a key motivator for multiscreening. People aren’t always splitting attention to be productive or avoid boredom—they do it to enhance their entertainment experience by combining their favorite activities. 

And when enjoyment is the goal of multiscreening, one medium stands out: gaming.

Gaming as the Enjoyment Multiplier

Media multitaskers keen on making their entertainment experience more fun turn to gaming. Enjoyment-driven multiscreeners are 1.13x more likely to play video games while layering media than those motivated by stimulation, productivity, social connection, habit, or information¹. Players aren’t multitasking with games merely out of habit; they do it to enrich their leisure time.

Compared to other digital platforms, gaming delivers a more engaging and enjoyable experience. When asked how players feel while using different platforms, 67% of respondents said they felt “engaged” while gaming, compared to just 25% on social media and 7% on online video². Similarly, 57% of players reported feeling “happy” on gaming platforms, more than double the rates seen on social or video³. For advertisers, gaming’s emotive engagement offers compelling value: campaigns benefit from the positive halo of play.

The Cross-Platform Advantage of Gaming

Players who multiscreen for enjoyment don’t limit their gaming to just one device. They shift platforms based on context. Mobile dominates quick, on-the-go moments, making King titles like Candy Crush Saga and Farm Heroes ever-present outlets. Meanwhile, console fuels immersive evening sessions, when players settle in for extended play. Finally, PC spaces—like Microsoft Casual Games—sit at the nexus of cross-platform play and deliver enjoyment through familiar classics.

Nearly three-quarters of weekly players game across two or more platforms⁴. For advertisers, siloed strategies risk missing players as they fluidly move between devices. By activating across King, Xbox, and Microsoft Casual Games, brands can connect with players during moments of peak enjoyment across every platform. 

Turning Enjoyment Into Outcomes

Enjoyment is not just a feel-good factor. It translates into attention and action. 

Gaming captivates attention above and beyond other platforms. Eye-tracking results reveal that gaming generates higher rates of ad viewers (100%) compared to online video (86%) and social media (77%)⁵.

Players are not only paying attention, they’re also receptive to brand messaging. Weekly players are more likely than the general population to notice ads, click on them, and report purchase intent after exposure⁶. With more than half of players choosing gaming over other entertainment for its always-on availability⁷, the opportunity is clear: gaming reliably connects brands to audiences in the right mindset, at the right time, across every platform.

From Split Attention to Full Engagement with Gaming

In a crowded media landscape where people are constantly switching between screens, gaming offers a valuable advantage to advertisers.

Players choose gaming as their go-to entertainment, spending 12.2 hours per week on average in focused, intentional play across mobile, console, and PC⁸. Unlike multitasking environments that scatter focus, gaming commands attention through fun-filled interactivity.  

Attention isn’t forced within gaming—it’s inherent. Gaming enables brands to tap into captivated audiences, creating connection through immersive enjoyment.

With Activision Blizzard Media’s portfolio of King, Xbox, and Microsoft Casual Games, brands can unlock the enjoyment multiplier, reaching players at their happiest and most engaged across every screen.

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 Simultaneous Media Usage Study via Toluna, Oct - Nov 2024 (Base: US Adults 18+)

2.  Activision Blizzard Media Immersion Study via Alter Agents, March 2024 (Base: US Adults 18+)

3.  Activision Blizzard Media Immersion Study via Alter Agents, March 2024 (Base: US Adults 18+)

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

5.  Play Attention: Calling Focus to Gaming, dentsu Media US in partnership with Lumen Research, Twitch Ads, Activision Blizzard, and Anzu, January 2024

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

7.  Activision Blizzard Media Daypart Study via Toluna, Jan 2025 (Base: US Adults 18+)

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