When you see the recent trends among gamers, it’s not hard to predict that the gaming market will continue to grow in the future. Games are still one of the most popular cultural content around the globe, and gamers nowadays enjoy games in various ways.
Gamers are becoming more and more invested in games in multiple different ways, such as playing them, watching them, creating content about them, and talking about them on social media. Publishers, developers and other gaming companies have recognized this trend and are investing in various areas including marketing for their games.
Gamers Who Prefer Watching Gameplay Over Playing It Themselves
Most gaming enthusiasts are invested in the medium in many different ways other than playing the games themselves.
Watching gaming content is especially popular among younger gamers. Gen Alpha and Gen Z not only play more video games, but also watch more gaming content in comparison to older generations. About 72% of the two generations responded that they have watched gaming content over the last year.
There are several reasons why younger generations prefer watching gameplay videos from other gamers as well as playing the game themselves.
Just like sports, gamers watch, hear and learn from those who are more experienced and skilled. Lots of enthusiastic gamers watch gameplay videos uploaded by their favorites in order to learn various tips and skills that can be used when they play the game themselves.
They essentially learn how to play their favorite games better by watching those videos. Gamers who are having difficulties with a game can also receive help from other gamers’ walkthrough videos, such as how-to guides for getting a rare item in Diablo 4, or the solution for a puzzle in the Tomb Raider reboot.
Even when there’s a game they don’t want to or cannot play, gamers might still get enjoyment out of it by watching videos about the game. For the horror genre and challenging games specifically, gamers can derive vicarious pleasure from watching others’ playthroughs. If a game is very difficult, watching its gameplay videos allows gamers to enjoy the game without being stressed about losing.
It is reported that more than a quarter of the total online population have watched e-Sports over the past year. Establishing e-Sports leagues can increase the game’s revenue and participation from the players, as well as further expanding its fandom.
These reports indicate that we should focus on how most gamers are enjoying their games. Once you understand how gamers enjoy game content, publishers and developers can come up with more elements that can be participated in by their players and provide a creative marketing channel.
Gamers Who Enjoy Their Games on Various Platforms
Almost half the players reportedly play their games on more than one console or platform.
A research indicates that about half (48%) of the gamers have played games on more than two platforms over the last 6 months. It’s clear that cross platform is on the rise these days.
Gamers who play on 3 or more platforms tend to spend a lot of time and money for their games, rendering them an attractive demographic for gaming companies. It’s reported that 85% of the gamers who play on 3 or more platforms have made gaming-related purchases, whereas only 41% of gamers who play on a single platform have done so.
Furthermore, 86% of those who play on 3 or more platforms have watched gaming video content over the last year, which is 30% higher than those who play on a single platform.
More Than 50% Of Gamers Spent Their Money on Gaming
57% of gamers have made various types of gaming-related purchases over the last 6 months.
Outside of Korea, consoles not only have the highest F2P conversion rates, but also the highest amount of big spenders. It’s likely that such consumer trends result from the high amount of F2P games and the popularity of console subscription services.
If we take a closer look at the in-game purchases, most of the spending comes from a limited sales event, downloadable or exclusive content and in-game customizations. In addition, most of the gamers who use their money on console games reportedly spent a portion of their expense on in-game item purchases over the last 6 months (87%). Many of the purchases were in-game currency, expansion packs or in-game equipment.
Developers and publishers will need to focus on creating attractive content that is worth spending money on while trying to maintain a balance between gamers who make in-game purchases and gamers who don’t.
The way how games are made and played is rapidly changing due to technological advances. Games have also become a part of our everyday lives, where millions of people across the globe play games everyday. We at Latis Global, an agency that offers localization, QA, CS/CM for games entering the overseas market, examined throughout this blog post some major gaming trends that anyone who works in gaming industry should take a note of.
If you have any question regarding the gaming market or want to inquire about global game services, please contact us at contact@latisglobal.com.
