Jump to content
Dabblers artwork

Research

Gamer Persona: Dabblers

All Research

Activision Blizzard Media

October 01, 2020

5 minute read

To better understand the gaming audience, Activision Blizzard Media conducted a quantitative study among adults over the age of 18 who played, watched, or engaged with video games at least once in the past month. The result was six distinct gamer personas based on demographics, platforms used, motivations, attitudes, and psychographics. Read about the Dabbler persona below.

 

Dabblers

Dabblers have played games on and off over the past two decades and continue to include gaming on their list of hobbies. 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. Mainly, they feel that they don’t play enough games to fully be part of the gaming community. Their shifting interests over the years have led them to dedicate time to other activities like social media, cooking, and shopping—all of which this group does almost every week.

However, Dabblers are still curious about the world of gaming. They spend time learning and exploring video games independently several times a week, finding small ways to fit in gaming throughout the day. Through this discovery and participation, they are building their own connection to the gaming community. 

Dabblers are more likely to be middle-aged than other gaming segments. Since their gameplay has been inconsistent over the years, learning how to play new games doesn’t come easily to this group. Only a third feel confident in their gaming skills, and they are unlikely to look for in-game social connections or try playing with others. 

Although they engage with all gaming formats, they tally among the lowest in handheld, console and PC hours, with only slightly more hours played weekly than Super Swipers. Mobile gaming is where they are most comfortable, but they are curious about other elements of gaming culture and are slowly building familiarity with all gaming has to offer across platforms and franchises.

  • 57 %

    Say they feel successful when they overcome the obstacles in games

  • 46

    Average Age

  • 51 %

    Female

Dabblers Favorite Games: Candy Crush and Call of Duty

Candy Crush Yeti

Get the full report today

Download Report

Knowledge Share

Sign up to be notified of future content updates.

THE LATEST NEWS & CONTENT

View All

August 24, 2022

Understanding What Motivates the Gaming Audience

As brands look to understand how to best reach and engage with gamers, they need to start by understanding the different types of gamers that exist and what motivates them.

Read More

August 16, 2022

The Rise of Female Gamers and What It Means for the Ads Industry

While awareness of the diversity of gamers is increasing, there remains an opportunity to understand better the full depth of female gamers, including their behaviors, motivations, and habits.

Read More

July 26, 2022

Discovering the Effectiveness of In-Game Advertising

Unlike traditional advertising, in-game advertising allows marketers to reach their audiences where they are most engaged and active, making it a more dynamic and flexible form of marketing.

Read More

View All

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

Step 1 of 2

Let's start with the basics...

Crash Bandicoot

Step 2 of 2

Now, Tell us who you are and what you're interested in...

Spyro the Dragon

Your message has been sent.

WE’LL BE IN TOUCH!

Thanks for reaching out. A member of our Ad Experiences team will contact you soon.

Overwatch Starcraft

The Software License and Service Agreement will be updated. Please follow this link [https://www.activision.com/legal/ap-eula] in order to see these changes.

Privacy Policy Update
We’ve updated our Privacy Policy. You can view the revised policy here. By continuing to use Activision Blizzard’s websites, products or services, you acknowledge this revised Privacy Policy.