Newzoo: How consumers engage with video games in 2023
An exclusive coverage of a new Newzoo study.
74.3 thousand people from 36 different countries participated in the study. It was performed from February to May 2023.
Overall behavior
79% of the online population is interacting with video games - playing, watching, and discussing.
The younger - the larger percentage is. Across the generation alpha, 94% of the population is interacting with games. Among baby boomers - only 47%.
Three out of four people online are playing games. Mobile devices attracted 60% of players; PC - 33%; consoles - another 33%.
54% of the online population watched game content. 27% watched eSports events.
Cross-platform
52% of users are playing on one platform. 32% on two. 15% on three.
There are 35% of users, who are playing only on mobile. It’s much more than those who are playing only on consoles (9%) and only on PC (8%).
There is a direct correlation between the probability of payment and the number of platforms on which the user is playing. If the platform is 1, the conversion rate is 41%. If two - 69%. If three - 85%.
The same correlation might have seemed in the time consumption. Users with 1 platform are spending about 4 hours per week on games. With 2 platforms - 8 hours 24 minutes. With 3 - 11 hours 18 minutes.
Multiplatform players tend to be male (64%). They’re choosing more hardcore genres than those who are playing on one platform. They’re also more likely to watch the gaming content.
Spending
57% of players are paying in games.
Conversion to the payer on mobile devices is the lowest - 45%. The PC is next with a 55% conversion. Consoles are leaders with a 66% conversion to the payer.
The main reasons for buying something are sales (34%), an opportunity to unlock more content (34%), and customization (29%).
87% of the money in the last half a year was spent on in-game currency (29%), content updates (25%), and equipment (25%).
Brands
50% of players are discovering new brands while playing.
47% tend to buy a brand that was in their favourite title.
42% bought an item or a service that was advertised by a favourite streamer.
Gamers have overall more positive attitudes toward brands than those who are not playing games.