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Overview

OUR INSIGHTS

The current landscape of video and mobile game advertising is being shifted by new platforms and evolving consumer expectations. Our world-class research and testing enables us to harvest new insights, embrace the changes and succeed in today’s industry.

OUR RESEARCH INTO VIDEO GAME TRENDS IS WORLD-CLASS

We utilize multiple avenues of research—from surveys and audience deep dives to exclusive player panels—to better understand the various video game market segments and what types of ads audiences respond to positively.

Audience Insights

We understand consumer behavior, attitudes and motivations through industry-leading research.

Media Performance

We deliver best-in-class measurement solutions to understand the brand and sales impact of ad exposure.

Creative Evaluation

We leverage our proprietary player communities, to test and validate ads, and analyze the brand lift impact by creative segmentation.

THE PICTURE OF A GAMER IS CHANGING

Our in-depth research reveals key insights into video game player trends.

Read more about the gamer audience

Audience Research Summary

Dive deeper into each of the gamer personas

Gallery of the Gamer

THE SIX GAMER PERSONAS

Only a small minority of all gamers fit the common stereotype.

Breakdown
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Gamer
Personas
Denialists
 62%
Say they’re not a gamer, with the remaining 38% being unsure.
Lifestylists
 47%
Are more likely than the average gamer to seek out gaming content weekly.
Player Ones
 82%
Say gaming allows them to express themselves.
Next Levelers
 139%
Are more likely than the average gamer to engage with a game every week.
Super Swipers
 58%
Are more likely than the average gamer to play a word-matching game.
Dabblers
 57%
Say they feel successful when they overcome obstacles in a game.

THE ACTIVISION BLIZZARD AUDIENCE

Every month, nearly a quarter of a billion people play one of Activision Blizzard’s mobile games or cheer on their favorite esports team. This highly passionate and engaged audience is an incredible platform for high-performance advertising.

Mobile Players

Esports Viewers

READ MORE OF OUR INSIGHTS

Learn more about our two audience segments and the games they love.

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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

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