Jump to content
Woman gaming on her couch at home


Mom's Got Game

All Research

October 02, 2023

Overwatch character

Get the report today

Download Report


The numbers in gaming are staggering: a global audience of over three billion and an industry worth more than $188 billion1. But contrary to popular belief, gaming is not purely dominated by young males. A significant portion of the gaming audience, 1 in 52, is made up of women with children, a segment that has remained largely unstudied. 

This report takes a closer look at gamer moms—including their lifestyles, connection with their family, buying decision influence, and interaction with brands. It compares the behaviors of gamer moms to their non-gaming counterparts. This research will present a clearer picture of who gamers are today while showcasing the opportunity for brands to reach and connect with these economic powerhouses. 


  • Most moms are gamers, and gaming is a core part of their lives
  • Gaming delivers value, positivity, and deepens family bonds
  • Gamer moms are valuable consumers (more so than non-gamer moms)


Activision Blizzard Media utilized Toluna’s survey panel to conduct a quantitative research study among 8,500 adults 18+ in the United States. All respondents are female parents 18+ with at least one child under the age of 18 at home. Gamer moms are moms who have either gamed, watched TV, used social media, and/or watched online videos in the past 30 days and who did not work in related industries (i.e. advertising, media, gaming, or market research). Where comparisons have been made between gamer moms and non-gamer moms, differences were found statistically significant with 90% confidence.

US Sample:

Gamer Moms: N = 842 Non-Gamer Moms: N = 495

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 worldwide. Our legendary portfolio includes iconic mobile game franchises such as Candy CrushTM, 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 activisionblizzardmedia.com.

1Newzoo Global Games Market Report, July 2023

2GlobalWebIndex, GWI Gaming, Q4 2021 - Q2 2023 (Base: Global Internet Users 18+)

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.