Evolving game habits
In order to better understand gamers, we have created six different segments based on our research into consumers' actual gaming habits and attitudes (Figure 4).
10 percent of consumers log half of all gaming hours
The most invested video gamers can be found in the Extreme Multi-gamer segment. They play video games across all platforms and, while they make up only 10 percent of the population, still account for almost half of all the time spent on video gaming (Figure 5a). With the advent of AR, this could change, since 36 percent of non-gamers express interest in AR gaming. This is significant, given that no less than 23 percent are non-gamers (Figure 5b).
Big Screen Centrics spend a significant portion of their total gaming time on the PC and TV screen, while the Mobile Centrics mostly game on a mobile device. Time Killers play significantly fewer games and play on smartphones, mainly to pass time. Social Centrics also play a lot less than the Extreme Multi gamers, but their gaming takes place across several devices, and playing games with others is much more important to them. Finally, Light Gamers stand for a marginal portion of total gaming, and this segment seldom plays more than a single game.
From the margins to mainstream
Overall, video gaming is becoming more and more mainstream. What was once thought to be the sole province of teenage boys has today become a hobby shared across age groups and genders. While the highest penetration of gaming can still be found among 16 to 24 year old boys, with 90 percent playing video games at least weekly, 45–59-year-old women also make up a significant player base, with half of them playing video games at least once a week.