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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
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.

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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Jonathan Stringfield, VP Global Business Marketing, Measurement & Insights

October 29, 2021

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Claire Nance, Head of Global Communications & Marketing Strategy

May 26, 2021

First-Gen Gamers: Millennials Take Center Stage

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Jonathan Stringfield, VP Global Business Marketing, Measurement & Insights

May 03, 2021

Gaming (And Marketing) On Easy Mode

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Jonathan Stringfield, VP Global Business Marketing, Measurement & Insights

March 30, 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 28, 2021

The Gaming Audience Is More Diverse Than You Think

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Zachary Heinemann, Head of Quantitative Research

January 14, 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 13, 2021

Gaming In 2021: What’s Old Is New Again

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Jan Bojko, Head of Market Research

November 17, 2020

Level Up: How Video Games Conquered The World

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Jan Bojko, Head of Market Research

November 05, 2020

Gamers Are Not Who You Think They Are

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Jan Bojko, Head of Market Research

September 10, 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

September 01, 2020

Mom's Got Game

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Zachary Heinemann, Head of Quantitative Research

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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Jan Bojko, Head of Market Research

June 16, 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 12, 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 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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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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