What you need to know
Nearly every kid aged 10-17 plays video games (98%). The COVID-19 pandemic has highlighted how important video games are to young players as time spent gaming on gaming platforms increased significantly at the onset nationwide social distancing and stay-at-home restrictions. The younger the player, the more invested they are in gaming. As children age, brands need to continuously engage them through immersive, action-oriented gameplay to maintain dedication (and spending) into their adult years. The current generation of young players has ushered in the era of gaming content as mainstream entertainment, and non-gaming brands have an opportunity to support this content to reach an engaged group of future consumers.
Key issues covered in this Report
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The impact of COVID-19 on teen and tween gaming
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How the teen and tween gaming market will fare post-COVID-19
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The importance of gaming to teens and tweens, and the importance of teens and tweens to gaming
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How non-endemic brands can engage a dedicated market of young gamers
This Report was written in May-June 2020. Consumer research was fielded in February 2020 and reflects teen and tween attitudes and gaming behaviors prior to the COVID-19 outbreak in the US.
Definition
Mintel defines video games as electronic games played on dedicated consoles, computers, mobile devices and handheld gaming systems.
For the purposes of this Report, Mintel uses the following definitions:
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Tweens: children aged 10-11
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Teens: children aged 12-17
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Younger teens: children aged 12-14
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Older teens: children aged 15-17
The analysis in this Report builds on Teen and Tween Gaming – US, June 2017 and Teen Trends – US, June 2019. Readers may also be interested in Activities of Kids and Teens – US, April 2020 and other Reports in the Sports and Gaming library including Gaming Trends: 2020 – US, December 2019.
