US Multicultural Young Adults and Gaming Market Report 2021
£ 3,695 (Excl.Tax)
Report Summary
“There are clear differences among multicultural young adult gamers and their view the gaming industry, with some feeling more accepted and welcome than others. Overall, increasing representation within the industry and improving tolerance online from other players are the biggest needs based on responses from all groups of young adult gamers.”
– Brian Benway, Gaming and Entertainment Analyst
This Report looks at the following areas:
- Gaming demographics globally and in the US, as well as how COVID has impacted the market
- A high-level overview of multicultural representation in gaming and strategies to improve it
- Multicultural young adults’ preferences in gaming habits and perception of their experiences online
Table of Contents
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Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
- Economic and other assumptions
- COVID-19: US context
- What you need to know
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Executive Summary
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- Top takeaways
- Multicultural young adult gamer overview
- Figure 1: Played video games in the last three months – Adults 18-34, by race/Hispanic origin, 2021
- Gaming market overview
- Figure 2: Global gaming revenue, 2016-24
- Impact of COVID-19 on multicultural young adults and gaming
- Figure 3: Short-, medium- and long-term impact of COVID-19 on multicultural young adults and gaming, 2021
- Opportunities and challenges
- Representation can quickly give audiences a reason to be interested
- Figure 4: Gaming genres – Adults 18-34, by race/Hispanic origin, 2021
- The next generation of game designers are already watching
- Figure 5: Attitudes toward bias in gaming – Adults 18-34, by race/Hispanic origin, 2021
- Diversity is a company matter, and unresolved issues can become big news
- Figure 6: Attitudes toward role of gaming companies – Adults 18-34, by race/Hispanic origin, 2021
- Cloud gaming tech could bring mobile to the forefront of gaming for young adults
- Figure 7: Devices used to play video games in the last three months – Adults 18-34, by race/Hispanic origin, 2021
- Online multiplayer can be great, but young adults have their guard up
- Figure 8: Perceptions of different gamers – “Non-judgemental” – Adults 18-34, by race/Hispanic origin, 2021
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The Market, Audience and Companies – Key Takeaways
- Lockdown freedom creates a temporary lull, but gamers will be back online
- Multicultural is the state of the US market now and in the future
- Representation is improving but work still needs to be done
- Everything doesn’t have to be diverse, but it shouldn’t be 90% White either
- Lockdown freedom creates a temporary lull, but gamers will be back online
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The Market – Video Gaming
- Global revenue may have stalled, but player counts grew
- Figure 9: Global gaming revenue, 2016-24
- Figure 10: Global gaming players, by region, 2021
- Asia-Pacific, Latin America, Middle East and Africa continue to grow
- Figure 11: Global gaming revenue, by region, 2021
- Impact of COVID-19 on multicultural young adults and gaming
- Global revenue may have stalled, but player counts grew
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Multicultural Young Adults by the Numbers
- Population share of 18-34s declines slightly, though numbers increase
- Figure 12: US population – Young adult share, 2016-26
- Nearly half of 18-34s are BIPOC in 2021, soon expected to be the majority
- Figure 13: US population distribution, by age and race/Hispanic origin, 2021
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- Figure 14: US population age distribution, by race/Hispanic origin, 2021
- Notable differences in family composition
- Figure 15: US family composition among adults aged 18-34, by race/Hispanic origin, 2018
- Asian young adults the most educated
- Figure 16: Educational attainment – Adults 18-34, by race/Hispanic origin, 2019
- Income gaps for Black, Hispanic young adults
- Figure 17: Household income distribution among adults aged 18-34, by race/Hispanic origin, 2018
- Figure 18: Median household income (total and 25-34s), by race and Hispanic origin of householder, 2019
- Population share of 18-34s declines slightly, though numbers increase
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Perspectives on Multicultural Young Adults and Gaming
- Historical issues with representation in gaming
- Spotlight on Black gamers
- Spotlight on Hispanic gamers
- Spotlight on Asian gamers
- What’s next?
- Historical issues with representation in gaming
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Competitive Strategies and Opportunities
- A show of support also needs substance
- Figure 19: Microsoft support for the Black community, 2020
- Prioritize hiring and retaining a diverse team
- In-depth character creator options
- Figure 20: Forza Horizon 5 character customer options, 2021
- Rooting out cyberbullying in multiplayer games
- Figure 21: Apex Legends non-verbal communications praise, 2019
- Support diverse indie teams
- A show of support also needs substance
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The Consumer – Key Takeaways
- Young adults prioritize gaming, mobile keeps it close at hand
- Racing appeal boosted by strategic cultural effort
- Multicultural young gamers value cultural in-game experiences
- Young players engage with gaming through watching and creating content
- Watching gaming content is for fun and the game, not personal drama
- Online toxicity needs to be dealt with for the community to grow
- Young Black gamers think the industry still has some work to do
- Perceptions of the industry reflects expectations, but can be improved
- Young adults prioritize gaming, mobile keeps it close at hand
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Multicultural Young Adult Gamers
- Young adults aren’t putting down their games, must not be childish after all
- Figure 22: Played video games in the last three months – Adults 18-34, by race/Hispanic origin, 2021
- Mobile is an accessible entry point regardless of race/ethnicity
- Figure 23: Devices used to play video games in the last three months – Adults 18-34, by race/Hispanic origin, 2021
- Young adults make time for gaming
- Figure 24: Frequency of gaming – Adults 18-34, by race/Hispanic origin, 2021
- Young adults want gaming to be a social opportunity
- Figure 25: Reasons to play video games – Adults 18-34, by race/Hispanic origin, 2021
- Young adults aren’t putting down their games, must not be childish after all
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Gaming Genres and Dedication to Gaming
- Auto racing has made a push for new viewers; it appears to be working
- Figure 26: Gaming genres – Adults 18-34, by race/Hispanic origin, 2021
- Young adults’ attitudes toward gaming now and in the future
- Figure 27: Attitudes toward dedication to gaming – Adults 18-34, by race/Hispanic origin, 2021
- Auto racing has made a push for new viewers; it appears to be working
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Important Game Features
- Cultural values are reflected in the personal in-game experiences young adult gamers seek
- Figure 28: Important game features – Personal – Adults 18-34, by race/Hispanic origin, 2021
- Preferences for in-game elements are less pronounced, but still varied
- Figure 29: Important game features – Game elements – Adults 18-34, by race/Hispanic origin, 2021
- Cultural values are reflected in the personal in-game experiences young adult gamers seek
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Engagement with Gaming Content
- Gamers are similarly engaged with watching gaming content
- Figure 30: Engagement with gaming content – Watching – Adults 18-34, by race/Hispanic origin, 2021
- Asian gamers are least interested in becoming or supporting streamers
- Figure 31: Engagement with gaming content – Invest and engage – Adults 18-34, by race/Hispanic origin, 2021
- Gamers are similarly engaged with watching gaming content
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Reasons to Watch Gaming Content
- It’s more important that streamers play popular games than play them well
- Figure 32: Reasons to watch gaming content – Gaming related – Adults 18-34, by race/Hispanic origin, 2021
- Like everything in the entertainment industry, you have to be entertaining
- Figure 33: Reasons to watch gaming content – Personality/individual related – Adults 18-34, by race/Hispanic origin, 2021
- It’s more important that streamers play popular games than play them well
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Perceptions of the Gaming Community
- Perceptions of console and computer gamers trend more positive than negative
- Figure 26: Perceptions of the gaming community – Console and computer gamers, 2021
- Gamers feel accepted, but still like their “me time” alone with their games
- Figure 34: Gaming community – Included or isolated – Adults 18-34, by race/Hispanic origin, 2021
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- Figure 35: Online play – Alone or with others – Adults 18-34, by race/Hispanic origin, 2021
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- Figure 36: Interactions – Keep to self or seek out others – Adults 18-34, by race/Hispanic origin, 2021
- Everyone tries to get along, but have had some kind of bad experience
- Figure 37: Self-perceptions – Inclusivity – Adults 18-34, by race/Hispanic origin, 2021
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- Figure 38: Perceptions of different gamers – Non-judgemental – Adults 18-34, by race/Hispanic origin, 2021
- Most gamers feel comfortable gaming, despite harassment
- Figure 39: Gaming environment – Comfortable or harassed – Adults 18-34, by race/Hispanic origin, 2021
- Black gamers more open about avoiding random player experiences
- Figure 40: Attitudes toward other players – Adults 18-34, by race/Hispanic origin, 2021
- Perceptions of console and computer gamers trend more positive than negative
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Portrayals and Cultural Stereotypes
- Stereotypes go deeper than just “good guys” and “bad guys”
- Figure 41: Attitudes toward bias in gaming – Adults 18-34, by race/Hispanic origin, 2021
- Young Black men want characters they relate to in the games they play
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- Figure 42: Important game feature – Relatable character – Adults aged 18-34, by race/Hispanic origin, by Black gender and age, 2021
- Gamers generally agree that portrayals of different cultures are respectful
- Figure 43: Portrayals – Respectful or stereotypical – Adults 18-34, by race/Hispanic origin, 2021
- Stereotypes go deeper than just “good guys” and “bad guys”
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Perceptions and Expectations of the Gaming Industry
- Clear difference among young adult gamers’ views of the gaming industry
- Figure 44: Perceptions of the video game industry – Adults aged 18-34, BIPOC index to White non-Hispanic, 2021
- Gamers feel that gaming companies are fairly diverse and improving
- Figure 45: Attitudes toward role of gaming companies – Adults 18-34, by race/Hispanic origin, 2021
- Clear difference among young adult gamers’ views of the gaming industry
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Appendix – Data Sources and Abbreviations
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Data sources
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Appendix – The Consumer
- TURF Analysis – Important game features
- TURF analysis methodology
- White, non-Hispanic young adult players
- Figure 46: TURF analysis – White, non-Hispanic 18-34s, important game features, 2021
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- Figure 47: Table – TURF analysis – White, non-Hispanic 18-34s, important game features, 2021
- Hispanic young adult players
- Figure 48: TURF analysis – Hispanic 18-34s, important game features, 2021
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- Figure 49: Table – TURF analysis – Hispanic 18-34s, important game features, 2021
- Black young adult players
- Figure 50: TURF analysis – Black 18-34s, important game features, 2021
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- Figure 51: Table – TURF analysis – Black, important game features, 2021
- Asian young adult players
- Figure 52: TURF analysis – Asian 18-34s, important game features, 2021
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- Figure 53: Table – TURF analysis – Asian 18-34s, important game features, 2021
- Correspondence analysis – Perceptions of gaming community
- Correspondence analysis methodology
- White, non-Hispanic young adult players
- Figure 54: Perceptions of the gaming community – Correspondence analysis – Principal map – White non-Hispanic 18-34s, 2021
- Hispanic young adult players
- Figure 55: Perceptions of the gaming community – Correspondence analysis – Principal map, Hispanic 18-34s, 2021
- Black young adult players
- Figure 56: Perceptions of the gaming community – Correspondence analysis – Principal map, Black 18-34s, 2021
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- Figure 57: Perceptions of the gaming community – Correspondence analysis – Principal map, Asian 18-34s, 2021
- Data tables
- Figure 58: Perceptions of the gaming community – Myself – Adults aged 18-34, by race/Hispanic origin, 2021
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- Figure 59: Perceptions of the gaming community – Smartphone gamers – Adults aged 18-34, by race/Hispanic origin, 2021
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- Figure 60: Perceptions of the gaming community – Console gamers – Adults aged 18-34, by race/Hispanic origin, 2021
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- Figure 61: Perceptions of the gaming community – Computer gamers – Adults aged 18-34, by race/Hispanic origin, 2021
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- Figure 62: Perceptions of the gaming community – Professional video game players – Adults aged 18-34, by race/Hispanic origin, 2021
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- Figure 63: Perceptions of the gaming community – Video game industry – Adults aged 18-34, by race/Hispanic origin, 2021
- TURF Analysis – Important game features
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Appendix – Trend Drivers
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- Figure 64: Mintel Trend Drivers and Pillars
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About the report
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