More than two-fifths (44%) of consumers say they play video games while watching TV, according to survey data from GWI analysed in WARC's latest Spotlight Southeast Asia report on mobile gaming.

Why it matters

This means playing video games is the fourth most popular activity when watching TV, suggesting that gaming can play an important role in cross-media campaigns.

Gaming has also become more sociable since the coronavirus pandemic and brands need to recognise this – 46% of Southeast Asians say they play games online with real-life friends.

Takeaways

• More than two-fifths (44%) of consumers say they play video games...