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Overview
OUR INSIGHTS
The current landscape of video and mobile game advertising is being shifted by new platforms and evolving consumer expectations. Our world-class research and testing enables us to harvest new insights, embrace the changes and succeed in today’s industry.
In this section
OUR RESEARCH INTO VIDEO GAME TRENDS IS WORLD-CLASS
We utilize multiple avenues of research—from surveys and audience deep dives to exclusive player panels—to better understand the various video game market segments and what types of ads audiences respond to positively.
Audience Insights
We understand consumer behavior, attitudes and motivations through industry-leading research.
Media Performance
We deliver best-in-class measurement solutions to understand the brand and sales impact of ad exposure.
Creative Evaluation
We leverage our proprietary player communities, to test and validate ads, and analyze the brand lift impact by creative segmentation.
THE PICTURE OF A GAMER IS CHANGING
Our in-depth research reveals key insights into video game player trends.
Read more about the gamer audience
Dive deeper into each of the gamer personas
THE SIX GAMER PERSONAS
Only a small minority of all gamers fit the common stereotype.
Breakdown
Roll over graph
TAP THE GRAPH
Gamer
Personas
Denialists
62%
Say they’re not a gamer, with the remaining 38% being unsure.
Lifestylists
47%
Are more likely than the average gamer to seek out gaming content weekly.
Player Ones
82%
Say gaming allows them to express themselves.
Next Levelers
139%
Are more likely than the average gamer to engage with a game every week.
Super Swipers
58%
Are more likely than the average gamer to play a word-matching game.
Dabblers
57%
Say they feel successful when they overcome obstacles in a game.
Read more about the gamer audience
Dive deeper into each of the gamer personas
THE ACTIVISION BLIZZARD AUDIENCE
Every month, nearly a quarter of a billion people play one of Activision Blizzard’s mobile games or cheer on their favorite esports team. This highly passionate and engaged audience is an incredible platform for high-performance advertising.
Mobile Players
255
M
Players globally
91
%
INTERESTED IN KING GAMES PLAY ON MULTIPLE PLATFORMS
67
%
Identify as main household earner
Esports Viewers
200
%
More viewership during Call of Duty and Overwatch League playoffs than past seasons
60
%
Say they support the sponsors’ brands by purchasing products
61
%
Of Overwatch League viewers are 18-34 year old males
READ MORE OF OUR INSIGHTS
Learn more about our two audience segments and the games they love.
FEATURED RESEARCH
Insights to help you make meaningful connections with your consumers.
Website
Gallery of the Gamer
Yes, my friends, you can head over to Activision’s Gallery of the Gamer to explore a digital art museum filled with exhibits profiling today’s gamers.
Website
Most Moms Are Gamers
Over two-thirds of Moms are gamers, playing across mobile, tablet, console, and PC, which makes gaming a powerful platform to reach this influential audience.
Podcast
Who do you think you are?
Almost one third of the population plays video games yet of this group, less than half actually identify as a gamer. In this podcast, we explore the disconnect between playing games and self-identification.
THE LATEST NEWS & CONTENT
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LBGTQIA Gamers Challenge the Idea of a ‘Typical’ Gamer
LBGTQIA Gamers Challenge the Idea of a ‘Typical’ Gamer
Activision Blizzard Knows The Video Game Industry Hasn't Done Enough To Cater To Big Brands, But Is Working To Change That
Activision Blizzard Knows The Video Game Industry Hasn't Done Enough To Cater To Big Brands, But Is Working To Change That
The Rise Of Gaming As A Major New Media Channel
The Rise Of Gaming As A Major New Media Channel
The Gaming Audience Is A Lot More Diverse And Desirable Than You Think
The Gaming Audience Is A Lot More Diverse And Desirable Than You Think
New Survey Reveals Majority Of Mums Play Video Games
New Survey Reveals Majority Of Mums Play Video Games
Activision Blizzard Media: Monetization Isn’t At Odds With The In-Game Experience
Engagement with games is up during the pandemic, but it’s not only because people are looking for a way to kill time.
Activision Blizzard Media Treats Ad Agencies To A Virtual Esports Tournament
Activision Blizzard Media Treats Ad Agencies To A Virtual Esports Tournament
Advertising Is Coming To Video Games, And The Shift Could Happen Sooner Than Marketers Think
Advertising Is Coming To Video Games, And The Shift Could Happen Sooner Than Marketers Think
It’s Context, Not Length, That Determines The Success Of Mobile Video
It’s Context, Not Length, That Determines The Success Of Mobile Video
Activision Blizzard And Google Enter Into Multi-Year Strategic Relationship To Power New Player Experiences
Activision Blizzard And Google Enter Into Multi-Year Strategic Relationship To Power New Player Experiences
Activision Blizzard Media Launches Player Panel To Test Mobile Ads
Activision Blizzard Media Launches Player Panel To Test Mobile Ads
Why Shorter Isn’t Necessarily Better With Mobile Video
Why Shorter Isn’t Necessarily Better With Mobile Video
Activision Puts In-Game Ads On ‘Easy Mode'
Activision Puts In-Game Ads On ‘Easy Mode,’ Stringfield Says
Highly Social, Gender Diverse And Age Agnostic: Why Brands Must Change Their View Of Gamers
Highly Social, Gender Diverse And Age Agnostic: Why Brands Must Change Their View Of Gamers
Activision Blizzard’s Esports Marketing Chief: We Want Brands to Help us Build Overwatch League
Activision Blizzard’s Esports Marketing Chief: We Want Brands to Help us Build Overwatch League
More Than 2.4 Billion People Will Play Mobile Games This Year, According To Analyst
More Than 2.4 Billion People Will Play Mobile Games This Year, According To Analyst
Betting on Billions: Unlocking the Power of Mobile Gamers
Betting on Billions: Unlocking the Power of Mobile Gamers
The Cannes Classic - An esports tournament for the agencies
Always wanted to win a trophy at Cannes? Now’s your chance. The Cannes Classic is a winner-take-all, Call of Duty virtual esports tournament for the advertising and marketing industries.
