Beyond Gaming: What you need to know

With global revenues projected to climb from £139 billion in 2024 ($188bn) to £157 billion by 2027 ($213bn)[1], its financial significance is undeniable. This growth is mirrored in Europe, where video game sales across the top five countries (Europe 5) have surged from €14.4 billion in 2019 to an estimated €20.2 billion in 2024[2].

This commercial success is fuelled by a player base that is both growing and diversifying at a swift rate. Today, over half of the EU5 population plays video games, amounting to 128 million gamers—an increase of 12 million since 2019. While growth is visible across all age groups, it is particularly strong among the 45-64 demographic, which has expanded by 3.7 million players in the same period. This shatters outdated stereotypes and confirms that gaming is a mainstream activity for all ages. Furthermore, player engagement remains remarkably stable, with gamers spending an average of over nine hours per week on their hobby. This makes gaming a highly valued weekly activity, comparable in importance to 'socialising with friends' or 'reading a book'.

As the audience widens and deepens, a superficial understanding of player demographics is no longer sufficient. To drive meaningful engagement and revenue, brands must now connect with the core mindsets, motivations, and wider expectations of their players.

In this on-demand webinar, Ipsos’ Research Director, Eduardo Mena, and Associate Director, Marc Richter, go beyond the surface-level data. Drawing on exclusive insights from Ipsos’ comprehensive GameTrack and Global Trends studies, they unpack the three pivotal trends that reveal the nuanced attitudes of today’s gaming audiences.

The Three Key Trends Defining Gaming's Future:

1. Technowonder: The Double-Edged Sword of AI

Gamers are inherent technological optimists. Our data shows that 75% of players believe modern technology is essential to solve future problems, compared to just 69% of non-gamers. This optimism extends to AI, with players cautiously excited about its potential. Gamers are also more aware of the trade-off’s technology brings; their excitement for this technology is tempered by some concerns, with 74% expressing concern about how companies use their collected data. They worry that a flood of low-effort, AI-generated "slop" could dilute content spaces and devalue human artistry. 

For brands, this means navigating a fine line: integrating AI to create genuinely new forms of creativity, not just to mimic human input, and maintain absolute clarity with players about its use and implications.

2. The Power of Trust: A Make-or-Break Currency

In an increasingly crowded and sometimes turbulent market, trust is a critical differentiator. Gamers are brand-loyal, with 84% stating they are more likely to trust a new product if it’s from a brand they already know and respect. This trust can be a competitive advantage, but it is fragile. While industry turmoil and controversial monetisation strategies have eroded player confidence, there is a clear path to earning it back through transparency, clear communication, and direct engagement between developers and their communities. In an era of information overload, players are actively seeking trusted voices to guide their purchasing decisions - 85% of gamers will consult online reviews if they feel uncertain about a purchase. 

Brands must understand how this ecosystem of trusted sources is changing and focus their actions on building, not eroding, this vital currency.

3. Conscientious Health: Gaming for Wellbeing

The conversation around health has evolved, and gamers are at the forefront of this shift. They are more conscious about their wellbeing (than those who don’t play video games) with 87% feeling they need to do more to look after their physical health and 84% saying the same for their mental wellbeing.

This presents a dual opportunity for the industry. Firstly, there is a clear appetite for the next meaningful leap in fitness gaming, leveraging technology to create engaging physical health experiences. Secondly, and perhaps more significantly, is the rise of games that promote mental wellness. The growth of "cozy games" - low-stress titles focused on comfort and creativity - paves the way for new experiences and audiences.

Brands that consider the role they play in helping gamers establish healthy habits, protect their wellbeing, and deliver mentally positive experiences will resonate deeply with this conscientious mindset.

Watch the full session below to gain actionable insights that will help your brand track these shifting attitudes, build unbreakable trust, and deliver experiences that connect authentically with today’s gaming audiences.