Fandom Explores the Growing Importance of Gaming & Self-Expression in 2024 Inside Gaming Report
FANDOM EXPLORES THE GROWING IMPORTANCE OF GAMING & SELF-EXPRESSION IN 2024 INSIDE GAMING REPORT
Study Provides New Insights Into How Brands Can Authentically Engage With Gamers to Help Them Express Their Best Selves Off-Screen
San Francisco, CA - May 20, 2024 - Gaming has exploded over the past decade, becoming one of the most dynamic and expansive industries across the globe. Fandom, the world’s largest fan platform, dives into the heart of the gaming community to uncover the evolving motivations behind why people game in its 4th annual Inside Gaming report. The 2024 Inside Gaming report - a proprietary study coupled with Fandom’s first-party data from its 350 million monthly unique visitors, 45 million pages of content and 250k fan-powered wikis - captures a notable shift: gaming is increasingly seen as a means for personal expression, exploring one’s identity and providing empowerment and confidence in one’s real life.
Key Findings:
- Dominant Gaming Motivations
While stress relief remains the top reason people turn to games, a striking 46% of gamers list creation, imagination, and self-expression as their main motivations for gaming, up 10% from last year.
- Influence on Gaming Habits
People who are gaming for self-expression, creation & imagination are 30% more likely to increase their gaming time, feeling more drawn to the gaming world than ever before.
- Games Driving Self-Expression
60% of gamers claim that self-expression through gameplay is more important to them than ever before. Titles like Minecraft, Fortnite, and Roblox lead in enabling personal expression through extensive customization options, open-world exploration, and other game updates
- Exploring Gamer Identity
The report also highlights a significant gap between players’ in-game identities versus their real-life personas, with 80% of respondents feeling their gaming identity differs from their real-life identity.
However, half of respondents claim they’d prefer to be more like their in-game personality IRL and 72% would feel more favorably towards brands that help them achieve this.
This is especially true of 18-34 year olds, multicultural (specifically African American & Hispanic) audiences as well as women and non-binary audiences.
Opportunities for Marketers:
- Emphasize Self-Expression:
Self-expression is a key driver for gaming engagement. In fact, 32% of gamers want their physical appearance to be more like their in-game appearance.
Brands that align with this motivation can enhance their connection with gamers. For example, this represents an opportunity for fashion & beauty brands to explore dedicated product extensions for gamers looking to explore this self-expression.
- Create Brand Safe Spaces:
64% believe that gaming communities are vital safe spaces where they can truly be themselves, presenting opportunities for brands to foster and cater to these communities.
- Align with Gamers’ IRL Aspirations
Many gamers wish to integrate their gaming and real-life personas. Brands that help facilitate this integration can achieve deeper consumer relationships.
The study found that 48% of gamers want their IRL skills to be as strong as their gaming skills, opening up an opportunity for brands to explore how they can create ways to provide gamers with products that enhance IRL skills and provide a sense of accomplishment & achievement they get while playing.
“From character customization to cosplay and content creation, video games have empowered gamers to explore, express and enhance their identity - nearly two thirds of gamers claim it’s easier to be themselves with a controller in their hands,” said Stephanie Fried, CMO of Fandom. “With the growing significance of gaming as a means for self-expression and personal evolution, it's crucial for brands to connect to these motivators to help players bring their gaming personas to life in the real world.”
An executive summary of the study with additional data points can be found HERE.
For an interview with a Fandom executive to discuss the study in more detail, please contact Rachelle Savoia at rsavoia@fandom.com.
Methodology:
About Fandom
Fandom is the world’s largest fan platform where fans immerse themselves in imagined worlds across entertainment and gaming. Reaching more than 350 million unique visitors per month and hosting more than 250,000 wikis, Fandom is the #1 source for in-depth information on pop culture, gaming, TV and film, where fans learn about and celebrate their favorite fandoms. Fandom’s Gaming division manages the online video game retailer Fanatical. Fandom Productions, the content arm of Fandom, enhances the fan experience through curated editorial coverage and branded content from trusted and established publishing brands Gamespot, TV Guide and Metacritic, along with its Emmy-nominated Honest Trailers. For more information follow @getfandom or visit: www.fandom.com.
Press Contacts
Rachelle Savoia
(470) 306-1609 | rsavoia@fandom.com
Andrew Stewart
(424) 299-2065 | andrew.stewart@42west.net