Jump to content
Woman double screening TV and Candy Crush


The Engagement Game: How Gaming Has Transformed Entertainment Consumption

All Research

April 04, 2022


Gaming has long played a critical role in shaping the way audiences interact with and think about consumer technologies. It has helped consumers contextualize emerging products, from computers to mobile devices, while also introducing new ways for people to engage with and consume entertainment.

Though often attributed to the global pandemic, gaming’s growth is more accurately a result of more inclusive and accessible design methodologies and a generational impact with today’s heads of households having themselves grown-up gaming.

Today, gaming’s impact on audience behavior can be seen in the way everyday media consumption habits have changed. No longer is entertainment something consumed only during ‘prime time’ or an activity enjoyed in exclusivity. Now audiences are enjoying entertainment throughout the day, often across multiple devices at a time, with the second screen now acting as the primary focal point.

This report examines gaming’s role in daily life and its place among other popular entertainment activities. It charts both gamers' and non-gamers' entertainment habits to understand how these routines have evolved, from time of day engagement, generational influences, second screening, and ad avoidance.

By better understanding gaming’s influence, marketers will gain insight into future media behaviors and be well equipped for a gaming-centric future, one which places audience behaviors and motivations at its core.


1. Gaming is an all-day affair

2. Gaming engagement varies by generation

3. Gaming is a second screen staple

4. Gamers want fluid entertainment experiences


Candy Crush Tiffi

Get the full report today

Download Report


Activision Blizzard Media partnered with Toluna insights to perform a quantitative online survey of 2000 US adults 18+. All respondents used at least one of the following mediums: gaming, streaming tv, live tv, and esports. This study was fielded for a week in December 2021. We also partnered with Michelle Madansky Consulting to interview 12 gamers for 90-minutes, including 17 gamers located in the US and UK, about a day in the life of their media consumption.


Knowledge Share

Sign up to be notified of future content updates.


View All

January 11, 2023

Ad Age Next: CMO 2022 Recap

Learn about the social impact of gaming, how consumers are oriented around the channel, and the vast opportunity for advertisers to engage.

Read More

November 14, 2022

IAB UK Gaming Upfronts 2022 Recap

Industry leaders convened at the annual IAB UK Gaming Upfronts to discuss the state of gaming and how advertisers can continue to engage this growing channel.

Read More

October 10, 2022

The Interactive Advertising Format That Is Winning Over Audiences

Unlike a traditional static or interactive video ad type, Playables allow users to interact with the brand directly in a fun and immersive way that helps drive awareness and brand recall.

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...

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.


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