Jump to content
Next Levelers artwork


Gamer Persona: Next Levelers

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 Next Leveler persona below.


Next Levelers

Small, yet mighty, Next Levelers are the most devoted members of the gaming community. Gaming is their preferred space, one where they can freely express themselves, share and explore. It is their most valued past-time and a daily personal passion.

Like Player Ones, they know everything about the gaming world. Ask them about a video game character or the lore of a gaming franchise storyline, and you’ll become quickly acquainted with the full depth of their gaming knowledge.

Gaming not only dominates their attention but also their wallets. Next Levelers spend more on gaming tech and hardware than any other segment, averaging over $800 every six months. But having the latest console, graphics card or game isn’t enough; they also buy convention tickets, gaming apparel, collectibles, subscriptions, in-game content and currency, and donate to their favorite streamers. 

Across all platforms and gaming content, Next Levelers clock 139% more hours a week than your average gamer. Consoles and PCs are their preferred platforms. However, they supplement their device portfolio with mobile as well, dedicating more than an hour a day to small-screen gaming. They’re also ranked #1 in terms of streaming viewership. Almost all Next Levelers describe esports as the future of competitive entertainment.

While new gaming audiences have emerged over the past decade, the industry will always look to these avid fans as a gauge for the overall health of the industry. For these players, gaming is life.

  • 2.4 x

    More engagement with games than your average gamer

  • 35

    Average Age

  • 75 %


Next Levelers Favorite Games: Diablo, Call of Duty, Overwatch, World of WarCraft, Candy Crush

Please note reports are currently available in English only.

Overwatch character

Get the full report today

Download Report

Game Theory

Subscribe to our core insights and news


View All

Antonio Miller, Research Manager of Advertising Insights, Activision Blizzard Media

Antonio Miller, Research Manager of Advertising Insights, Activision Blizzard Media

April 16, 2024

Why Multiplatform Players are More Receptive to Advertising

As the gaming industry continues to take its place in the entertainment ecosystem, understanding the different audience segments becomes increasingly critical for brands looking to tap into this lucrative market.

Read More

April 03, 2024

IAB PlayFronts 2024 Recap

The IAB PlayFronts 2024 marked a significant milestone in the digital entertainment sphere, bringing together industry innovators to share insights and chart the future of interactive media for the third year in a row.

Read More

Melinda Spence, Head of Global Advertising Insights, Activision Blizzard Media

Melinda Spence, Head of Global Advertising Insights, Activision Blizzard Media

February 21, 2024

7 Facts About the 87% of Moms Who Game

The "Gamer Mom" is a demographic that's rewriting the rules of the gaming world.

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.