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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.

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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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Gamer
Personas
Denialists
 62%
Say they’re not a gamer, with the remaining 38% being unsure.
Lifestylists
 47%
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%
More likely than the average gamer to engage with a game every week.
Super Swipers
 58%
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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April 22, 2022

Companies Try to Sell Videogaming as the Next Big Advertising Channel

Investors are funneling money into companies looking to turn videogames into a marketing platform that can compete with television commercials and online ads.

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April 13, 2022

IAB PlayFronts 2022 Recap

The gaming industry celebrated an incredible milestone when the IAB PlayFronts, an annual marketplace dedicated to advertising and partnership opportunities, kicked off its inaugural in-game advertising event on April 5, 2022.

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April 08, 2022

Crushing It: Lessons in Gaming Activations from Ten Years of Candy Crush

As the iconic mobile game turns ten and launches a nifty new Sonic the Hedgehog tie-in, Jennifer Sharp, vice president of mobile partnerships, Activision Blizzard King, tells Laura Swinton what Candy Crush can teach us about impactful gaming partnerships.

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April 08, 2022

The Gaming Industry Wants Advertisers To Take It Seriously

Turns out, gamers aren’t just dudes in their parents’ basement. While crass—and frankly just as insulting in 2022 as it would have been 2012—it’s a myth the gaming industry tried to dispel in a formal pitch to advertisers this week.

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April 07, 2022

IAB PlayFronts takeaways: Game advertising has arrived — and brands are playing catch-up

Gaming has arrived as both a pillar of popular culture and source of advertising inventory, but some brands and agencies still struggle to grasp the value of this new medium.

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March 29, 2022

Sonic the Hedgehog Teams With Candy Crush to Promote Movie Sequel

With the imminent release of the sequel to surprise hit movie Sonic the Hedgehog, Activision Blizzard’s mobile gaming division King has teamed with the makers of the film to deliver an in-game event through Candy Crush Saga.

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Jonathan Stringfield

January 11, 2022

Marketing 3.0: Getting Ahead of the Metaverse

The evolution of the web is of great importance to the advertising industry. The dawn of its latest iteration, known as “web3.0,” via related components such as the “metaverse,” have become a heated discussion in the marketing community.

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December 07, 2021

Predictions 2022: Mobile & In-Game

Industry experts give their thoughts on what next year looks like for Mobile and In-Game.

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Jonathan Stringfield, VP Global Business Marketing, Measurement & Insights

October 31, 2021

A Break in the Natural Order of Media

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Jonathan Stringfield, VP Global Business Marketing, Measurement & Insights

October 28, 2021

The Legacy of 2020 on Media Habits: The Second Screen

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Claire Nance, Head of Global Communications & Marketing Strategy

May 25, 2021

First-Gen Gamers: Millennials Take Center Stage

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Jonathan Stringfield, VP Global Business Marketing, Measurement & Insights

May 02, 2021

Gaming (And Marketing) On Easy Mode

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Jonathan Stringfield, VP Global Business Marketing, Measurement & Insights

March 29, 2021

Advertising Going Back For The Future: The Upside Of A Post-IDFA World

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Claire Nance, Head of Marketing Communications

March 04, 2021

Welcome To The Era Of Mobile-First Gaming

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Jonathan Stringfield, VP Global Business Marketing, Measurement & Insights

January 27, 2021

The Gaming Audience Is More Diverse Than You Think

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Zachary Heinemann, Head of Quantitative Research

January 13, 2021

In The Competition Between Esports And Traditional Sports, The Winner Is Clear

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Jonathan Stringfield, VP Global Business Marketing, Measurement & Insights

January 12, 2021

Gaming In 2021: What’s Old Is New Again

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Jan Bojko, Head of Market Research

November 16, 2020

Level Up: How Video Games Conquered The World

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Jan Bojko, Head of Market Research

November 04, 2020

Gamers Are Not Who You Think They Are

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Jan Bojko, Head of Market Research

September 09, 2020

How To Get In The Game – And Why You're Missing Out

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Meredith Worrilow, Director, Global Business Marketing, Measurement, and Insights

August 31, 2020

Mom's Got Game

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Zachary Heinemann, Head of Quantitative Research

June 21, 2020

LGBTQIA Gamers Challenge the Idea of a ‘Typical’ Gamer

LGBTQIA Gamers Challenge the Idea of a ‘Typical’ Gamer

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Jan Bojko, Head of Market Research

June 15, 2020

Getting To Know Gamer Dads

Getting To Know Gamer Dads

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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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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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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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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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May 11, 2020

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.

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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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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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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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January 22, 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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December 17, 2019

Predictions 2020: In-Game Advertising

Predictions 2020: In-Game Advertising

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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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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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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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August 20, 2019

What In-Game Mobile Advertising Offers

What In-Game Mobile Advertising Offers

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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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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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June 13, 2019

Does Adland Have a Gaming Blind Spot?

Does Adland Have a Gaming Blind Spot?

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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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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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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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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.

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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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