The video gaming industry, and its patrons, have come a long way since games first gained popularity with Atari in the early 1970s. What was once a very singular industry with a very singular audience has grown into a multi billion dollar market with multiple screens, multiple platforms and an extremely widespread consumer base. In fact, we’ve come to the point where game launches are actually rivaling movie launches for consumer attention.

We observed the online browsing and social patterns of 13 million U.S. people, collecting 156 billion social signals related to video games per month. We then layered this with third-party segments to create a more enhanced view of the online social profiles of video gamers, and what we found is that they come in all shapes and sizes. This social data was primarily collected throughout June 2015, mainly surrounding E3. We noticed three distinct spikes in social sharing, all corresponding to announcements in the industry (release of Fallout 4, Grand Theft Auto and Final Fantasy), and all surpassing search activity.

Increasingly fragmented means increasingly difficult to reach gamers with relevant messages.  It’s important for brands to understand the nuances of their behaviors if they want to connect with the right gamer. Here are some important findings for advertisers to keep in mind when targeting this multi-faceted group.

  • 27% of gamers share video game content on their social networks, and gamers share 3 times per week, 1.8X more than average.
  • In a mobile world, 65% of sharing takes place on desktop. Gamers are 3X more active on Twitter and 2X more active on Reddit than the general population.
  • Xbox related content is the most shared about, but Nintendo gamers and PC gamers have a significantly higher engagement rates than average.
  • Across all platforms, gamers who share are 1.6X more likely overall to purchase what they share about.

Check out the entire study below. For a PDF copy click here or email pr@sharethis.com.

 

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