What you need to know

The positive effects of playing online games, such as de-stressing, developing coordinating skills and facilitating socialising, are increasingly recognised. Especially with COVID-19 hitting sports, events and leisure activities hard, more attention has been shifted to online entertainment.

The importance of online gaming is not only exemplified by the number of gamers, but also gamers’ growing enthusiasm. Consumers’ willingness to pay for various game-related products/services is growing for both better in-game experiences and more immersive enjoyment from games. How to engage digital gaming elements through brand collaborations and blended in-game ads has become a serious strategic issue for all brands, especially those targeting young consumers.

Key issues covered in this Report

  • The impact of COVID-19 on lifestyles of gamers and the key trends after COVID-19

  • Game devices and genres

  • Time and money spent on online gaming

  • Reasons to play online games and information channels

  • Preferred game themes

  • Further involvement

Definitions

Respondents include 2,731 internet users aged 18-49 years who have played online games in the last 3 months, aiming at investigating lifestyles of gamers.

This Report covers gamers’ spending on the following products/services:

  • Functional properties

  • Decorative properties (including skins)

  • Extension of playing time

  • VIP/subscription

  • Brand collaboration products with games (eg gym shoes, clothes)

  • Official game peripheral products (eg Garage kits, soundtracks)

  • Non-official derivative creations (eg fan fiction, cosplay)

  • Game boosters/familiars/followers

  • Tipping hosts of game live streams

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