Gaming is the new going out – research results

The new gaming agency VCTRY is presenting the results of a study into Dutch gamers. The research breaks with stereotypes about gaming, a mainstream activity that is currently practiced by six out of ten Dutch people. The gaming population appears to be an exciting, diverse group that is social, competitive, and gamet for relaxation.

Gaming is booming. The game sector has been on the rise for several years, but it shifted up a gear during the Corona crisis. Since the start of the pandemic, 51% of gamers have spent more time on their hobby[1]. The Dutch also started gaming en masse during the first wave in 2020, and together they spent 41% more on gaming than before[2].

Gaming goes beyond games, esports and hardware. Gamers watch live streams on Twitch and YouTube, follow the latest developments on websites, apps and podcasts. They engage in online discussions and discuss games with their friends and family.

From the 40-year-old mother who plays Candy Crush on her smartphone on the bus to the Gen Z influencer who shares a gameplay video on his YouTube channel, the gaming population is a large and diverse group who experience gaming in very different ways. Gaming agency VCTRY today publishes the results of a study in the Netherlands to debunk the stereotypes.

King Monopoly

In the Netherlands, 6 out of 10 play games. An equal number of men and women indicated that they played games. Half of Dutch gamers are between 25-40 years old. A third belong to Gen Z and a fourth are over 40. Gamers between 55-65 years old even get their own name: the OAG, or Old Aged Gamers.

Dutch gamers can mainly be found on free games on mobile or tablet, in addition to PC games and consoles. Strangely enough, board games appear to be more popular than games on smartphones. Games like Monopoly and Stratego are in first place for the Dutch.

Women play more often on mobile, men more often on Console and PC. YouTube and Facebook are the most popular social media to follow games. Furthermore, esports promises to become more popular. Today, 1 in 5 gamers are already watching esports streams. 1 in 4 to do this (more) in the future.

Gaming, the new going out

VCTRY’s research provides the proof: gaming is social. More than half of Dutch gamers think that gaming is something you do together. 8 out of 10 think it connects people. Three quarters sometimes play a multiplayer game with friends or against strangers. 30% attend game fairs and 2 in 5 plan to. Many gamers have also participated in an esports tournament. 1 in 4 would like to do this in the future.

The Dutch play games to relax (76%) or to escape into another world (37%). A fourth plays to get better and outdo themselves or others. Dutch gamers, especially men and Gen Z, are competitive. They like a challenge (72%) and like to be rewarded (82%). For 8 out of 10, the goal-oriented aspect of a game appeals to them.

The future for marketers?

Half of Dutch gamers like to talk about games and gaming with friends. And they like to make time for their hobby: only 1 in 8 games less than 5 hours a week. For the dedicated gamers, who play an average of 37 hours a week, gaming is very important. For 1 in 5 it is even a lifestyle.

More and more brands are therefore investing in gaming to win the hearts of consumers. They partner with game producers, sponsor esports teams, or partner with streamers. However, 6 out of 10 of Dutch gamers believe that a non-gaming brand should not abuse gaming for profit.

So it comes down to approaching gamers in the right way. As a 100% gaming-focused agency in the Benelux, VCTRY helps brands reach and activate their target groups through gaming.

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The online survey was conducted by research agency iVOX on behalf of VCTRY between March 23, 2021 and April 1, 2021 among 2,448 Dutch gamers. For press inquiries or more information about. For press inquiries or more information about the study, please contact [email protected].

Over VCTRY

We help brands talk game.

VCTRY is a gaming agency that connects brands with gamers in the Benelux. Through data-driven insights, a strategic approach and creative solutions, our experienced team helps brands reach, activate and convert gamers.

VCTRY relies on data from 1.4 million gamers in the Benelux for insights. Thanks to our solid knowledge of gaming and the game sector, we know exactly what drives gamers and we build campaigns that work.

VCTRY is part of Hero Gaming Network, a network of companies with a focus on gaming. Together we are committed to reaching and activating gamers, our heroes. Partners include AdShot, E-Sports Gaming Arena, and Game Mania.

www.vctry.agency

This article is a submitted message and is not the responsibility of the editors.