Millennial gamers are the most powerful gamer audience today. They are the first generation to grow up with gaming in its proliferation, creating a lasting emotional connection that has seen them dedicate more time and money to gaming today than any other generation. While both Generation Z and Millennials lead the pack when it comes to their engagement, enjoyment, and consumption of gaming, Millennials find themselves being pulled back to the games they grew up with, investing more into the games that speak to their deeper motivations. It is this unique combination of passion, dedication, and investment in gaming that sets Millennials apart from not only Gen Z but all other gaming generations.
1. Millennials are the first generation to grow up gaming, driving a strong emotional connection to gaming to become some of the most engaged gamers today
2. Millennial gamers have high disposable income, allowing them to meaningfully invest in their love of gaming
3. Millennials are influenced by the games they grew up with and they connect with long-standing franchises that have been reimagined
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 online-based study surveyed 21,168 gamers across the United States, the United Kingdom, France, and Germany
Generations in this document refer to people born between the following years:
The short version, the more media buyers learn about the gaming audience and their entertainment consumption habits, the more essential gamers become to media spending ROI. The long version, it’s complicated.