GALLERY OF THE GAMER

GALLERY OF THE GAMER

Welcome to the Gallery of the Gamer – an interactive exhibit that explores the six different segments that make up the diverse gaming community.

By exploring the motivations, identity and behaviors of gamers, this exhibit will challenge the stereotypical perceptions of gamers and paint a more complete picture of the gamer audience.

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TO LOOK AROUND

2 PATHS.1 JOURNEY.

Although there are two entrances, they both lead to one gallery. Because whether you see yourself as a gamer or not, there’s a lot more to the gaming community than you probably thought. Stroll around and perhaps your perspective on gaming might shift.

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Map

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IN THE MIX
THE FULL PICTURE
The Great Stage
Balance of Power
VICTORY TAKES FLIGHT
PARALLEL UNIVERSES
PERCEPTION / REALITY

Art

  • IN THE MIX
  • THE FULL PICTURE
  • The Great Stage
  • PERCEPTION / REALITY
  • Balance of Power
  • VICTORY TAKES FLIGHT
  • PARALLEL UNIVERSES

WE CONDUCTED A COMPREHENSIVE GAMER AUDIENCE STUDY.

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ACTIVISION BLIZZARD MEDIA IS HELPING COMPANIES REACH THEIR MEDIA GOALS.

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Art

  • IN THE MIX
  • THE FULL PICTURE
  • The Great Stage
  • Balance of Power
  • VICTORY TAKES FLIGHT
  • PARALLEL UNIVERSES
  • PERCEPTION / REALITY

WE CONDUCTED A COMPREHENSIVE GAMER AUDIENCE STUDY.

Download Research

ACTIVISION BLIZZARD MEDIA IS HELPING COMPANIES REACH THEIR MEDIA GOALS.

Contact Us

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IN THE MIX

Adele Badeaux, 1895
Oil on canvas
Inspired By Super Swipers

THE FULL PICTURE

Maya Garcia, 1986
Objects and personal belongings in a collage
Inspired By Dabblers

The Great Stage

Hidetaka Konishi, Circa 1740-44
Water based ink and paint applied by woodblock on paper
Inspired By Next Levelers

Balance of Power

Ronald Stoneman, 1963
Acrylic paint on paper
Inspired By Denialists

VICTORY TAKES FLIGHT

Erasmus, Circa 190 BC
Marble
Inspired By Player Ones

PARALLEL UNIVERSES

Malik Moore, 2000
Acrylic spray paint on cinder block wall with wooden frames
Inspired By Lifestylists

More about the artwork and research that inspired it

IN THE MIX

Adele Badeaux, 1895
Oil on canvas
Inspired By Super Swipers

More information about the artwork and research that inspired it

THE FULL PICTURE

Maya Garcia, 1986
Objects and personal belongings in a collage
Inspired By Dabblers

More information about the artwork and research that inspired it

The Great Stage

Hidetaka Konishi, Circa 1740-44
Water based ink and paint applied by woodblock on paper
Inspired By Next Levelers

More information about the artwork and research that inspired it

Balance of Power

Ronald Stoneman, 1963
Acrylic paint on paper
Inspired By Denialists

More information about the artwork and research that inspired it

VICTORY TAKES FLIGHT

Erasmus, Circa 190 BC
Marble
Inspired By Player Ones

More information about the artwork and research that inspired it

PARALLEL UNIVERSES

Malik Moore, 2000
Acrylic spray paint on cinder block wall with wooden frames
Inspired By Lifestylists

More information about the artwork and research that inspired it
More information about the artwork and research that inspired it

Inspired By

Super Swipers

The Super Swipers like to play games, but they don’t want it to define them. Their approach to gaming is one of casual recreation, driven primarily by the fact that they’re either fairly new to the gaming scene or haven’t played consistently for a while.

LEARN MORE ABOUT GAMER IDENTITY

Download Research

About the Artwork

IN THE MIX

With broad strokes and bold colors, the ubiquity of smart devices and the growing popularity of mobile games is examined in this lighthearted painting. The couple in focus represents the Super Swiper gaming segment as they take a short intermission during a night at the theater. Here at the center of a packed floor, they find the opportunity to enjoy a little Candy Crush action. This brief moment of play not only brings a little levity to what looks like a stuffy room, but it actually transforms the pair into the game’s Mr. Toffee and Tiffi, illustrating the influence that puzzle games have on a population that is investing more of its time in an already crowded entertainment space.

This way for the data

All About

“Super Swipers”

Segmentation

HOW

SUPER

SWIPERS

WEIGH IN

32% percent
OF ALL GAMERS

IDENTIFICATION

WHEN ASKED
“ARE YOU A
GAMER?”

Unsure
No
Yes

  • "YES" 0%
  • "NO" 88%
  • "UNSURE" 12%

Motivation

WHY DO SUPER SWIPERS PLAY?

  • SOCIAL INTERACTION

    "I like to play games with others"

    32%

  • STORY IMMERSION

    "I am emotionally moved by the events in games"

    16%

  • CREATIVE EXPRESSION

    "I feel games allow me to express myself"

    29%

  • CONFIDENCE BUILDING

    "I feel very confident while playing games"

    43%

Inspired By

Denialists

Just because you play games, doesn’t mean you identify as a gamer. Denialists, who represent one in every ten gamers, enjoy playing games but don’t associate themselves with the negative connotations they believe surround gamers. Although they dedicate a significant amount of their week to gaming, Denialists are still more likely than other segments to question gaming as part of their identity.

LEARN MORE ABOUT GAMER IDENTITY

Download Research

About the Artwork

Balance of Power

Combining elements from Roman mythology with a pop art aesthetic, this piece tells the story of the conflicted Denialist. Referencing Janus, the dual-faced ancient Roman god of beginnings and endings, the gamer’s two faces represent the deep seeded emotions that are constantly at odds and fighting for attention. On one side is the human form, the obedient steward of the real world, guided by his earthly responsibilities. On the other is the gamer who has taken shape as the powerful Thrall, driven only to conquer and destroy the digital World of Warcraft. Although they are diametrically opposed, the two personalities exist in a strangely symbiotic relationship, a testament to this unique and complex gamer identity.

This way for the data

All About

“Denialists”

Segmentation

HOW

DENIALISTS

WEIGH IN

10% percent
OF ALL GAMERS

IDENTIFICATION

WHEN ASKED
“ARE YOU A
GAMER?”

Unsure
No
Yes

  • "YES" 0%
  • "NO" 62%
  • "UNSURE" 38%

Motivation

WHY DO DENIALISTS PLAY?

  • SOCIAL INTERACTION

    "I like to play games with others"

    69%

  • STORY IMMERSION

    "I am emotionally moved by the events in games"

    50%

  • CREATIVE EXPRESSION

    "I feel games allow me to express myself"

    64%

  • CONFIDENCE BUILDING

    "I feel very confident while playing games"

    71%

Inspired By

Dabblers

The Dabblers have played games on and off over the past two decades and continue to include gaming on their list of hobbies. They spend time learning and exploring video games independently several times a week, and find small ways to fit in gaming throughout the day. Despite genuine interest in gaming and their years of engagement, these players still think that their play isn’t deep enough to warrant self-identification.

LEARN MORE ABOUT GAMER IDENTITY

Download Research

About the Artwork

THE FULL PICTURE

A portrait of a Dabbler is constructed through this collage. Special attention was paid to the personal items selected to create the larger picture and serve as a subtext that helps to define a category of gamer who is often reluctant to be defined. The various objects that make up the woman’s image are taken from a wide array of hobbies and activities that contribute to her self-identity. From a tattered volleyball to an old instant photo camera, all the way to a vintage video game controller. The free spirit nature of this person is emphasized further by the loose and almost improvised grouping of the objects. But it’s these imperfect arrangements that strengthen the message of the individuality and spontaneous nature of this audience.

This way for the data

All About

“Dabblers”

Segmentation

HOW

DABBLERS

WEIGH IN

19% percent
OF ALL GAMERS

IDENTIFICATION

WHEN ASKED
“ARE YOU A
GAMER?”

Unsure
No
Yes

  • "YES" 0%
  • "NO" 80%
  • "UNSURE" 20%

Motivation

WHY DO DABBLERS PLAY?

  • SOCIAL INTERACTION

    "I like to play games with others"

    29%

  • STORY IMMERSION

    "I am emotionally moved by the events in games"

    18%

  • CREATIVE EXPRESSION

    "I feel games allow me to express myself"

    26%

  • CONFIDENCE BUILDING

    "I feel very confident while playing games"

    33%

Inspired By

Lifestylists

This group owns the gamer label, but the label doesn’t impact their sense of self. They reject popular misconceptions about gamers, yet they’re also unlikely to highly associate positive attributes to gamers. For Lifestylists, gaming makes them a part of a community, but it isn’t singular in adding definition to their lives.

LEARN MORE ABOUT GAMER IDENTITY

Download Research

About the Artwork

PARALLEL UNIVERSES

In this thoughtful study of the multi-faceted nature of the Lifestylist, the urban art style of spray paint and stencil popularized by London street artists in the 1990’s is employed to make a profound statement about the persona, or more appropriately the personas, of this self-identified gamer with simultaneous professional and personal pursuits. The subject in the piece takes an introspective tour to explore the different facets of his own life. The journey of enlightenment begins as a man contemplates his various reflections, from a doting father with his daughter on his shoulders to the lethal Genji from Overwatch with weapons strapped to his back, to the casual athlete shooting hoops in the gym. The result is a cerebral work of art that makes a statement that there is more than just one impression of the Lifestylist gamer.            

This way for the data

All About

“Lifestylists”

Segmentation

HOW

LIFESTYLISTS

WEIGH IN

11% percent
OF ALL GAMERS

IDENTIFICATION

WHEN ASKED
“ARE YOU A
GAMER?”

Unsure
Yes
No

  • "YES" 100%
  • "NO" 0%
  • "UNSURE" 0%

Motivation

WHY DO LIFESTYLISTS PLAY?

  • SOCIAL INTERACTION

    "I like to play games with others"

    45%

  • STORY IMMERSION

    "I am emotionally moved by the events in games"

    37%

  • CREATIVE EXPRESSION

    "I feel games allow me to express myself"

    39%

  • CONFIDENCE BUILDING

    "I feel very confident while playing games"

    48%

Inspired By

Player Ones

This is the group that most people think of when they hear the word ‘gamer.’ These gamers don’t just like to play, they love it. They are young, game wherever and whenever they can, and spend frequently and spend big on their love for gaming.

LEARN MORE ABOUT GAMER IDENTITY

Download Research

About the Artwork

VICTORY TAKES FLIGHT

The Player Ones persona takes shape as Nike the Greek goddess of victory in this contemporary reinterpretation of the iconic Winged Victory of Samothrace. Driven by the desire to escape the grips of reality, she spreads her wings and takes flight leaving behind the terrestrial world in pursuit of adventure, fantasy and a connection to a gaming community forged from quests and battles. Although this fantastical world exists through gameplay, it literally occupies the mind of the player. The sculpture’s head has been replaced with a surreal representation of the video game world she frequently visits, proving that gaming isn’t a pastime to this group, but a way of life.

This way for the data

All About

“Player Ones”

Segmentation

HOW

PLAYER

ONES

WEIGH IN

25% percent
OF ALL GAMERS

IDENTIFICATION

WHEN ASKED
“ARE YOU A
GAMER?”

Unsure
Yes
No

  • "YES" 100%
  • "NO" 0%
  • "UNSURE" 0%

Motivation

WHY DO PLAYER ONES PLAY?

  • SOCIAL INTERACTION

    "I like to play games with others"

    82%

  • STORY IMMERSION

    "I am emotionally moved by the events in games"

    73%

  • CREATIVE EXPRESSION

    "I feel games allow me to express myself"

    82%

  • CONFIDENCE BUILDING

    "I feel very confident while playing games"

    90%

Inspired By

Next Levelers

Small, yet mighty, the Next Levelers are the most devoted members of the gaming community. Ask them about a video game character or the lore of a gaming franchise storyline and you’ll see the full depth of their gaming knowledge. Gaming is their most valued past-time and a daily personal passion.    

LEARN MORE ABOUT GAMER IDENTITY

Download Research

About the Artwork

The Great Stage

Known for its dramatic performances, it’s only fitting that the Kabuki theater would be the backdrop for this art piece by artist Hidetaka Konishi. Through the use of centuries-old Japanese woodblock print, the epic showdown between two dominant esport teams made up of Next Levelers is captured in glorious detail. Here on the grand stage the artist expertly captures the action as characters from Overwatch are brought to life by master players and battle in front of a raucous legion of fans. Not only does this work of art demonstrate the pinnacle of gaming, it shows the growing popularity of esport leagues.

This way for the data

All About

“Next Levelers”

Segmentation

HOW

NEXT

LEVELERS

WEIGH IN

4% percent
OF ALL GAMERS

IDENTIFICATION

WHEN ASKED
“ARE YOU A
GAMER?”

Unsure
Yes
No

  • "YES" 100%
  • "NO" 0%
  • "UNSURE" 0%

Motivation

WHY DO NEXT LEVELERS PLAY?

  • SOCIAL INTERACTION

    "I like to play games with others"

    96%

  • STORY IMMERSION

    "I am emotionally moved by the events in games"

    90%

  • CREATIVE EXPRESSION

    "I feel games allow me to express myself"

    93%

  • CONFIDENCE BUILDING

    "I feel very confident while playing games"

    95%

The Reality

The Picture of a Gamer is Changing

This installation symbolizes the new and ever-changing face of the gaming community and challenges you to rethink your perception of what a gamer looks like. From a casual participant looking to have fun with their family, to a passionate player focused on conquering the esports world, no two gamers are the same. In reality the gaming audience is a diverse and robust group that stretches across all ages, genders and socio-economic groups.

THE WHOLE SCOOP

To learn more about gamers and how to target this growing and influential group, please download Activision Blizzard Media’s gamer audience study.

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