Parents are a valuable gaming audience

Parents are an element of the gaming audience that marketers could benefit from paying greater attention to, research by Activision Blizzard suggests.

Why it matters

Although gaming is often associated with a young, male-skewed audience, the reality is very different. Given the oldest millennials are now reaching their forties, and often grew up gaming, they often display as much passion for this pastime as their kids do.

Key stats and facts

Figures from Activision Blizzard, a company that is involved in gaming and e-sports, presented at Cannes Lions Live show that parents are an important cohort in the gaming space:

• Twenty percent of gamers are dads, and half of this audience has either attended or watched an e-sports tournament.
• Fifty-eight percent of “gamer dads” say that people ask for their opinions on buying products and services.
• In the US, fully 71% of mothers play games, with this activity helping them to relax and improve their mood.
• “Gamer moms” watch more entertainment than their non-gaming counterparts, and three-quarters engage with social media on a daily basis.
• They are also more likely to share details of gaming experiences with friends and family, as this pastime is a form of social connection.It also helps them relate to their children.
• Fifty percent of gamer moms offer advice to friends on purchases.