Jump to content
Couple sitting on a couch playing mobile games

Research

Social Connection in a Virtual World

All Research

October 04, 2021

Overview

In 2020 as the world changed, so too did people’s entertainment habits. 

With daily routines and habits disrupted as a result of the COVID-19 pandemic, there was a shift not only in people’s behaviors around entertainment consumption but the emotional need states that it fulfilled. 

For many individuals, gaming was a way to fulfill these emotional needs. While engagement with video games increased during 2020, gaming itself is far from a new phenomenon. For most people, this increased engagement with video games signified a return to gaming, or an opportunity to reconnect with a pastime they had previously enjoyed but lacked the time to spend with it. 

This report explores the impact of the COVID-19 pandemic on entertainment consumption, including engagement with gaming. This research aims to better understand what these behaviors and emotional connections will mean long-term for audiences and brands alike, providing insight into entertainment and gaming usage in a post-pandemic world. 

Overwatch character

Get the full report today

Download Report

Methodology

Following a 10-month COVID-19 tracker by Omnicom MediaGroup (OMG) Primary Research, Activision Blizzard Media and OMG partnered with MFour Mobile Research to conduct a four-part diary study in the United States among Adults 18+, November - December 2020.

The diary study (n=407) was conducted for seven days alongside a pre & post-survey measuring the following: the typical week of a multi-media consumer; the adoption and revisitation of multi-media platforms due to the pandemic; the role of media in consumers’ lives during COVID and motivations behind digital entertainment choices; how platforms like gaming (playing and watching) served as a safe place for brands and consumers alike, and opportunities for interactive platforms in the future.

This research concluded with virtual focus groups (n=15).

THE LATEST NEWS & CONTENT

View All

May 03, 2022

Why Is Everyone Suddenly Talking About In-Game Advertising?

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.

Read More

April 13, 2022

IAB PlayFronts 2022 Recap

The gaming industry celebrated an incredible milestone when the IAB PlayFronts, an annual marketplace dedicated to advertising and partnership opportunities, kicked off its inaugural in-game advertising event on April 5, 2022.

Read More

Jonathan Stringfield, VP Global Business Marketing, Measurement & Insights

Jonathan Stringfield, VP Global Business Marketing, Measurement & Insights

October 31, 2021

A Break in the Natural Order of Media

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.