Marketers hoping to connect with gamers may benefit from understanding the profiles and self-perceptions of six different “tribes” of people that engage in this activity, research by Activision Blizzard Media has shown.

Why it matters

There’s a common misconception that a singular “type” of person is playing video games, when reality says the opposite.

Six gamer profiles

According a session held by Activision Blizzard Media at Cannes Lions Live, an online event held by LIONS, the six gaming “tribes” are:

• Player Ones:Twenty-five percent of gamers are “Player Ones”. They are young, play whenever and wherever they can, and frequently...