Gaming boom to continue post-COVID

Video game usage spiked during the COVID-19 pandemic, and many players will remain engaged in this pastime once the health emergency recedes, according to research from Activision Blizzard.

Why it matters

People from all age groups, across all genders and demographics, took to gaming during 2020, countering many misconceptions around who plays video games. This is an important insight for brands looking to reach consumers.

How COVID-19 impacted gaming habits

Activision Blizzard, the owner of gaming franchises like “World of Warcraft” and “Call of Duty”, told delegates at Cannes Lions Live, an event organised by LIONS, that:

• The vast majority (91%) of people reported increased digital media usage in 2020, with online shopping, short-form video consumption and gaming the top reasons for doing so.
• Out of the 27% of consumers who said they were “new” to gaming in 2020, over 76% were actually returning to this hobby.
• Of those people returning to gaming, 40% indicated social connection was the main motivator for playing games.
• Nearly three three-quarters (73%) of respondents intend to keep playing video games as the world reemerges from the pandemic.

Key quote

“Video games will remain a core part of the ecosystem - for millennials and GenZ, but even older generations as they turn to things like mobile gaming,” Jonathan Stringfield, VP/Global Marketing, Measurement and Insights, Activision Blizzard.

Sourced from Activision Blizzard/Cannes Lions Live