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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.

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

Audience Research Summary

Dive deeper into each of the gamer personas

Gallery of the Gamer

THE SIX GAMER PERSONAS

Only a small minority of all gamers fit the common stereotype.

Breakdown
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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.

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

Esports Viewers

READ MORE OF OUR INSIGHTS

Learn more about our two audience segments and the games they love.

THE LATEST NEWS & CONTENT

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Blog Post

Jonathan Stringfield, VP Global Business Marketing, Measurement & Insights

January 13, 2021

Gaming In 2021: What’s Old Is New Again

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Blog Post

Meredith Worrilow

September 01, 2020

Mom's Got Game

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Blog Post

Zachary Heinemann

June 22, 2020

LBGTQIA Gamers Challenge the Idea of a ‘Typical’ Gamer

LBGTQIA Gamers Challenge the Idea of a ‘Typical’ Gamer

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Blog Post

Jan Bojko

June 16, 2020

Getting To Know Gamer Dads

Getting To Know Gamer Dads

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Blog Post

June 09, 2020

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

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Blog Post

May 26, 2020

The Rise Of Gaming As A Major New Media Channel

The Rise Of Gaming As A Major New Media Channel

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Blog Post

May 20, 2020

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

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Blog Post

May 17, 2020

New Survey Reveals Majority Of Mums Play Video Games

New Survey Reveals Majority Of Mums Play Video Games

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Blog Post

May 12, 2020

Activision Blizzard Media: Monetization Isn’t At Odds With The In-Game Experience

Activision Blizzard Media: Monetization Isn’t At Odds With The In-Game Experience

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Blog Post

May 04, 2020

Activision Blizzard Media Treats Ad Agencies To A Virtual Esports Tournament

Activision Blizzard Media Treats Ad Agencies To A Virtual Esports Tournament

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Blog Post

March 30, 2020

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

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Blog Post

February 02, 2020

It’s Context, Not Length, That Determines The Success Of Mobile Video

It’s Context, Not Length, That Determines The Success Of Mobile Video

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Blog Post

January 23, 2020

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

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Blog Post

December 17, 2019

Predictions 2020: In-Game Advertising

Predictions 2020: In-Game Advertising

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Blog Post

December 15, 2019

Activision Blizzard Media Launches Player Panel To Test Mobile Ads

Activision Blizzard Media Launches Player Panel To Test Mobile Ads

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Blog Post

November 03, 2019

Why Shorter Isn’t Necessarily Better With Mobile Video

Why Shorter Isn’t Necessarily Better With Mobile Video

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Blog Post

October 06, 2019

Activision Puts In-Game Ads On ‘Easy Mode'

Activision Puts In-Game Ads On ‘Easy Mode,’ Stringfield Says

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Blog Post

August 20, 2019

What In-Game Mobile Advertising Offers

What In-Game Mobile Advertising Offers

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Blog Post

July 16, 2019

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

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Blog Post

June 17, 2019

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

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Blog Post

June 13, 2019

Does Adland Have a Gaming Blind Spot?

Does Adland Have a Gaming Blind Spot?

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Blog Post

March 05, 2019

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

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Blog Post

March 04, 2019

Betting on Billions: Unlocking the Power of Mobile Gamers

Betting on Billions: Unlocking the Power of Mobile Gamers

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Blog Post

December 20, 2018

Rewarded Video: The Name Of The Game At King

Rewarded Video: The Name Of The Game At King

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Advertise With Us

Level up your brand awareness with high performance advertising.

With decades of experience and a legendary portfolio that includes iconic game franchises like Candy Crush™, Call of Duty®, World of Warcraft® and StarCraft®, we make it possible for brands to engage with hundreds of millions of active users all around the world.

For media inquiries, contact
abm@activision.com

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