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Anzu, an in-game advertising platform that puts real-world brand advertising into video games, has conducted a study that finds that the average American video gamer is no longer a cranky teenager isolated in their room until the wee hours of the morning.
With over 163 million video game players in the US alone, representing just under half of the US population at the time of writing, North America has one of the largest video game audiences in the world .
Anzu’s research reveals that 76% of all gamers in the US identify as “Gamers” to some degree, and more than 55% “definitely” identify as such. The category of gamers who “definitely” identify as “Gamers” peaks between ages 25 and 44, rather than between ages 18 and 34, as the researchers expected.
It’s not just solo players who have been playing more during and after the pandemic. Adult children and their families connected and socialized through games like Minecraft during lockdown. According to Anzu’s findings, even after the lockdown, family gaming is more prevalent than ever, with 38% of gamers living with their partner and children.
56% of middle-aged men and 44% of middle-aged women in the US usually play with their children, and 42% of gamers between the ages of 55 and 64 play with family members , including grandchildren.
The most popular game genres are generally family-friendly content, including casual, racing, and action games. Anzu’s research found that the latter genre, action, is the most popular type of game among US respondents.
Additionally, of all those surveyed by Anzu, 66% of gamers were willing to see more advertising and branding in games.
Post-pandemic, it’s clear that gaming is a family affair, holding its own against other popular entertainment mediums like movies and music.
According to the Entertainment Software Association, 31% of video game players play with family members who are not their spouses or partners, second only to the 53% of gamers who usually play with their friends.
Globally, mobile games remain the most popular among gaming audiences. However, Anzu’s research found that 88% of US console gamers clearly identify themselves as “Gamers.” Nearly three-quarters of gamers in the United States reported owning a console in 2020. US gaming revenue totaled $4.68 billion at the start of 2022.
As a result, out of more than 4,000 ratings assigned by the ESRB to console games in 2020, 65% of those games received an E or E10+ rating, ensuring that almost two-thirds of the games on the console market are eligible. for families and made to include children. This, combined with the statistic that 82% of parents use the parental control settings on at least one of their child’s gaming devices, makes console gaming the most popular among families.
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