Games Consumer Insights

Trend - Brands from various industries, including non-gaming related ones, are collaborating with gaming hardware manufacturers on co-branded controllers. These controllers offer mutually-beneficial advertising for brands, while the unique designs function as statement pieces for the consumers.

Insight - Individuality and self-expression is a core priority for humans in general. Consumers do not want to have exactly what everyone else has, and instead are more likely to purchase products that reflect their own values or interests. This can materialize in the form of clothing and home decor, but also in terms of accessory and technology choices, with even earphones being a form of self-expression. To offer more expression options for gamers, brands are releasing co-branded game controllers.

Trend - Industry-leading gaming brands are releasing game consoles devoid of disc drives in favor of all-digital downloads. By foregoing the disc drive, brands can offer consoles at reduced prices, while game prices themselves can be lowered by not needing to mass-produce and distribute physical copies.

Insight - One of the largest reasons why a modern gamer may gravitate toward a console rather than a computer is due to convenience and simplicity. Game consoles are plug-and-play experiences that require no tinkering. Additionally, these consumers are drawn to the cost-effectiveness of consoles. Gaming brands are taking into account the priorities of convenience and cost-effectiveness and offering devices with lower prices and free of disc drives to provide savings and simplicity.

Trend - Game companies are launching efforts to enhance diversity and expand the variety of hairstyles in character customization. Focusing on Black hair textures and other historically underrepresented styles, these organizations aim to create a space where all players feel valued and represented equally.

Insight - Black gamers frequently struggle to find hair options that represent their natural textures and styles, a challenge that often stems from limited diversity in character customization menus. In response, gaming companies are investing in DEI initiatives to better reflect the full spectrum of player identities. Recognizing that representation is key to player satisfaction, these companies prioritize inclusivity, knowing that it strengthens player retention and garners positive community feedback.

Trend - Software companies in the gaming space are launching marketplaces designed for game developers. These marketplaces offer assets, such as 3D character models, audio tracks, or maps, to be purchased and licensed for use by other developers, aiming to streamline and decentralize game development.

Insight - Novice game developers could encounter any number of issues when entering the space based on their prior expertise. For example, those with an artistic background may have no trouble drawing their character models and maps, but may struggle with music or 3D animations, while the inverse may be true for another developer. In order to appeal to these developers and alleviate stress where it may arise, gaming software brands are launching marketplaces with licensable assets.

Trend - Esports technology companies are increasingly investing in software to help consumers more accurately predict the outcomes of competitive gaming matches. These technologies, from data analytics to machine learning, allow users to make informed decisions when wagering on esports events.

Insight - As betting platforms gain traction within the growing esports industry, brands are seizing the opportunity to establish themselves as significant players in this untapped market. Many companies prioritize adopting cutting-edge technologies that attract and retain users, encouraging them to choose their platform over others. These brands understand that esports fanatics seek novelty in their experiences, making technological advancement key to differentiating themselves in this evolving space.

Trend - Automotive brands are becoming increasingly involved in the consumer technology industry by releasing co-branded smartphones, computers, components, and accessories. These products come with the established credibility of both respective brands, leading to rapid growth within the space.

Insight - Brand identity plays a key factor for most consumers when searching for new products. Brands commonly regarded as household names often get preferential treatment when two products are perceived to be equal. For many consumers, this is true even for products outside of the respective companies' typical industries. In order to capitalize off the preference for established brands, automotive companies are partnering with consumer electronics companies on co-branded offerings in both spaces.

Trend - As esports becomes a viable career option for experienced gamers, more competitive opportunities are emerging for disabled and neurodivergent gamers. These tournaments champion diversity, fostering an inclusive environment where all gamers can showcase their skills.

Insight - As the esports landscape becomes increasingly competitive, gamers with disabilities often desire opportunities that allow them to get involved while receiving necessary accommodations. In response, esports organizations are introducing new tournament formats and player pools catered to these groups, aiming to diversify the competitive space and champion inclusion. Businesses focusing on diversity, equity, and inclusion in esports can attract marginalized communities eager to join these spaces.

Trend - Independent handheld gaming device manufacturers are creating devices with clamshell designs, screens that fold closed when not in use, for nostalgic appeal. These devices protect their own screens, not requiring a case or screen protector, while enhancing ergonomic comfort with viewing angles.

Insight - Many consumers of today recall when gaming devices were focused on compact sizes, portability, and unique designs. Gaming handhelds from the 90s and 2000s were often made of plastic, featured clamshell designs, and were limited to simple games. Today, handheld gaming has evolved to shrunken-down full-blown computers. However, many older gamers do not resonate with this type of gaming, and yearn for the simplicity of retro games. Companies are addressing these desires with clamshell devices.

Trend - Incremental games are titles that progress over time without user input. This progress can be accelerated by actively playing the game. The passive progression model leads to consistent progression for the players, which is often satisfying and addicting, regardless of the players' busy schedules.

Insight - One of the fastest-growing markets in gaming is mobile gaming. With nearly every consumer having a gaming-capable smartphone in their pocket, the potential user base for these games is incredibly expansive. However, not all consumers have the time to actively engage with games. For these busier consumers who desire the satisfaction and relaxation of gaming with minimal free time, brands are releasing incremental progression games that automatically play themselves, even when the app is closed.

Trend - Web3 and gaming brands are creating dedicated gaming consoles for cryptocurrency and NFT-integrated games. These consoles connect to players' crypto wallets to streamline withdrawing or using acquired cryptocurrencies on other platforms, thus increasing the attractiveness of web3 gaming.

Insight - The incorporation of web3 elements in video games is polarizing to gamers, with many either fully embracing or rejecting the field. However, some of the barriers that prevent gamers from engaging with web3 features include complexity, volatility, and security concerns. In an attempt to better address these concerns, reduce barriers to entry, and expand the web3 gaming market, brands are designing easy-to-use hardware with embedded security features.