What you need to know

The video game market is benefiting from a growing audience, but this also means that consumers are placing new pressures and demands on the video game industry. While many gamers don’t have the time to play as much as they would like, they still like to be competitive and are highly engaged in the hobby. Brands face a balancing act that requires a consciousness of consumers’ other responsibilities and desire to be rewarded for overcoming difficult challenges in their games.


For the purposes of this Report, Mintel has used the following definitions:

Video games include any electronic game played on any platform. The devices primarily covered in this report are dedicated consoles, computers, mobile devices and handheld gaming systems. This report focuses on consumer attitudes toward video games and the gaming industry as well as video game content; attitudes and purchase choices related to hardware are covered in more detail in Mintel’s Gaming Consoles – US, September 2015.

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