Brands Want to Tap Into the Entertainment Power of Gamers
When people think of gamers, it’s often a picture of men surrounded by Doritos packets in dimly lit rooms. This stereotype has been shaped by noughties Hollywood films and TV shows like South Park, but it couldn’t be further from the truth. Video games are a multi-faceted, complex entertainment platform that draws in players of all ages and genders from all walks of life. And it’s no longer a boys’ club; the average gamer today is over 31 years old, and the gaming landscape is as diverse as the people who play it.
In fact, when it comes to media consumption, gaming ranks second only to watching live TV for those ages 21 to 35. This puts it in the same league as streaming music and movies, and just behind social media. What’s more, the share of time that gamers devote to gaming has been growing steadily. In Q4 2019, 56% of gamers cited playing video games as their primary form of entertainment, up from 50% just four years prior.
This widespread engagement with games has made marketers and brands keen to tap into it. And they’ve found that gaming isn’t just a way to kill time; it offers a unique platform on which they can deliver their brand messages.
One of the ways that game developers have begun to understand this audience is by identifying the different types of gamers, which are defined by their gameplay and preferences. These are known as the Bartle Player Taxonomy, and include Achievers, Explorers, Socializers and Killers. Achievers are goal-driven, striving to gain rewards and achieve higher levels within their games, while also competing with other players. Explorers are inquisitive and daring, enjoying games that allow them to discover new areas and secrets. Socializers prefer a less competitive experience, opting for casual games where they can connect with other gamers. Killers thrive on the thrill of fighting other players online and in-person, and are highly motivated by status.
Besides identifying the different kinds of gamers, the Bartle Player Taxonomy has also shown that gamers are very engaged with their gaming experiences. For example, 37% of gamers who identify as Achievers say that the graphics in their video games are important to them, while 28% of those who identify as Socializers and 40% of those who identify as Killers say the same.
In the end, it may be that what really matters to gamers is that they feel empowered and able to create their own stories with the games they play. And for many, the best way to do that is by feeling like a godlike badass. Saving the galaxy from sentient doomsday machines or repelling a demon invasion with your bare hands, for instance, are sure to make you feel like a powerhouse. And it’s not just the male gamers who want this feeling; female gamers are equally as likely to say that the feeling of being a badass in their favorite games has made them love their gaming experiences.