Jump to content
Lifestylists artwork


Gamer Persona: Lifestylists

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 Lifestylist persona below.



For Lifestylists, gaming is a mainstay of everyday entertainment. While their gaming interests are broad when it comes to platforms and genres, their preferred games are predictably mainstream. They invest time and money into the most popular elements of gaming culture. 

The originality, visual graphics, and mental stimulation gaming provides is highly appealing to Lifestylists. Gaming is a preferred hobby, and they prioritize it over other more traditional entertainment interests. This group is the least likely out of all the personas to be found watching TV more than once a week. They would much rather spend their time going to movies, reading, creating art, or listening to podcasts.

Lifestylists play across PC and console in almost equal amounts, trailing only the most devoted players in their engagement. Some have been playing for decades, while others have ramped up their interest in games more recently. They devote extra time to learning about the gaming space and industry by reading gaming news, and they appreciate the skills of other players by watching gaming streams and competitive esports matches.

This group owns the gamer label, but the label doesn’t typify their core sense of self. They reject popular misconceptions about gamers, yet they’re also unlikely to highly associate positive attributes to gamers. For Lifestylists, gaming makes them a part of a community, but it isn’t singular in adding dimension to their lives. 

  • 47 %

    More likely to be found watching gaming content or reading gaming news at least weekly

  • 36

    Average Age

  • 66 %


Lifestylists Favorite Games: Diablo, Bubble Witch, Overwatch, Call of Duty, and StarCraft

Please note reports are currently available in English only.

Spyro the Dragon

Get the full report today

Download Report

Knowledge Share

Sign up to be notified of future content updates.


View All

Walt Elder

Walt Elder

January 10, 2024

Candy Crush Saga Player Profile

Candy Crush Saga has consistently captivated the mobile gaming world for over a decade, earning the title of the #1 mobile game in cumulative global revenue of all time.

Read More

Meredith Worrilow

Meredith Worrilow

December 01, 2023

Player-Centric Pros: In-House Creative Agencies are Premium Partners for In-Game Advertising

Gaming has proven to be an incredible platform for premium audience engagement and immersive advertising.

Read More

James Curran

James Curran

November 21, 2023

Call of Duty: Mobile Player Profile

Call of Duty (COD) has been a trailblazer in the gaming industry since its inception in 2003. With regular releases and updates since, it has consistently dominated the market, making it a perennial favorite among dedicated gamers—so much so that our research shows 18% of all gamers are COD players.

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

Step 1 of 2

Let's start with the basics...

Candy Crush Tiffi

Step 2 of 2

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

Spyro the Dragon

Your message has been sent.


Thanks for reaching out. Please check your inbox for important information on our next steps.

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’s websites, products or services, you acknowledge this revised Privacy Policy.