What Are Gamers and How Can They Help Your Brand?

A gamer is a person who engages in gaming, either recreationally or competitively. The term is commonly used to refer to individuals who play video games on consoles or computers, but it can also encompass those who participate in online multiplayer gaming, and even the more esoteric forms of immersive virtual reality. Gamers can be found in every demographic, spanning all ages and levels of commitment. Unlike the stereotyped young, male consumers of the past, many modern gamers are women, and they engage with digital worlds as much for entertainment as they do as an investigation into selfhood.

It is common for game media and industry analysts to divide gamers into broad behavioral categories. These categories are sometimes separated by level of dedication to gaming, and sometimes by primary type of game played. Achievers focus on gaining points and overall success within the game parameters, Explorers seek out hidden elements and lore, Socializers prioritize interactions with other players, and Killers enjoy competing and asserting dominance in gameplay.

Some gamers choose to make a living from their hobby by creating content for streaming platforms such as YouTube or Twitch. These gamers often rely on their community’s engagement and the popularity of their videos to monetize their efforts. The influx of professional gamers has transformed the nature of the gaming industry, making it more competitive and elitist. While these gamers have a large following, they often lack the traditional social skills necessary to manage their relationships and create a cohesive community.

Gamers are also highly engaged with other forms of media. Weekly gamers have a high level of engagement with live television, streaming music and video, social media (70%), and other traditional forms of media such as newspapers or magazines (48%). Because they are accustomed to multi-channel communication and interaction, they offer a unique opportunity for brands that utilize a wide range of technologies to reach them on their preferred platform.

In addition to playing games, these individuals also have an interest in the history of gaming and may collect retro consoles or games. Some also have a particular interest in skill games that can develop problem-solving and strategic planning skills.

Whether they are socializers, achievers, killers, or explorers, these gamers all share one important attribute – they love to play! They are the people who can make an impression on your brand, so let’s learn more about these elusive consumers.