Jump to content
Group of friends gaming


The Real Social Connector: How Gaming Drives Community, Authenticity and Engagement

All Research

October 17, 2022

Overwatch character

Get the full report today

Download Report


Gaming is an inherently social activity. It is an experience made for sharing, whether through multiplayer gameplay, watching others play, or discussing strategies, achievements, and opinions. 

As gaming’s accessibility and popularity have increased, so has its role as a social connector. Previously, it was physical gaming arcades that served as the meeting places for gaming fans, but today much of it takes place virtually, both within the games themselves and outside of them through online forums and communities. 

And the desire for authentic connection has never been stronger.

Understanding how gaming fosters community amongst those who play presents opportunities for meaningful engagement in an interactive and highly social environment.

This report uncovers why people play and how gaming’s social elements heighten these feelings across different game modes, genres, and formats. It also explores the connections people form outside of the game, and how this further enhances the gameplay experience.

Gaming’s fandom and its ability to build and enhance bonds - between friends, family and strangers - is like no other medium. Gaming puts the audience first, giving them unique control over their playing experience depending on mood and occasion. It drives connections between people, uniting them through shared interactions, passion and achievements.


1. Gaming delivers positivity in a social world

2. Gaming supercharges social bonds

3. Gaming puts players in control of how they connect

4. Gaming fandom fosters friendships online


Please note reports are currently available in English only.

Spyro the Dragon

Get the full report today

Download Report

Research Methodology

Activision Blizzard Media partnered with Toluna Insights for an online quantitative survey of 4000 people across the US and UK; this work is based on 2000 responses from the US.

All respondents are aged 18-64 and are active users of video games/gaming media as well as social media. Activision Blizzard Media also partnered with Michele Madansky Consulting to interview 18 people in the US, both in-person and virtual, to discuss the role of gaming in their lives and their own experiences gaming socially.

About Activision Blizzard Media

Activision Blizzard Media Ltd is the gateway for brands to the leading interactive entertainment company with hundreds of millions of monthly active users around the world.

Our legendary portfolio includes iconic mobile game franchises such as Candy Crush™, esports like the Call of Duty League™, the Overwatch League™, and some of the top PC and console gaming franchises such as Call of Duty®, World of Warcraft®, and StarCraft®. The idea is simple: great game experiences offer great marketing experiences.

Learn more at https://www.activisionblizzardmedia.com/ad-solutions

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.