28%

42%

Stuck on a level

High cost of games

Lagging

THE GAMING MINDSET

Kids have a genuine love of gaming and for many it is their favourite way to spend time

Ultimately, fun and relaxation are the key motivators to play for those who game. Driven by the ability to explore, create, battle and be completely immersed in another world with high-quality visuals and engaging gameplay.

Kids are not interested in engaging with strangers, instead gaming provides them with a place to escape and socialise with their friends, when they otherwise may not have been able to. Connecting with friends in a gaming environment adds to their overall experience, making it even more fun.

Half of 10–12-year-olds message with friends whilst gaming, inside or outside the game, highlighting how important connectivity is to the overall gaming experience among this cohort.

Gaming is primarily fuelled by the pursuit of fun, although it can sometimes lead to moments of frustration. The most significant source of annoyance for gamers is anything that hinders their actual gameplay, such as lagging and slow performance.

24%

Gamers biggest complaints are:

As children grow older, the desire to connect with friend takes on increasing importance, becoming a significant factor for logging into gaming sessions. Kids show a strong preference for playing alongside their friends, and this preference is reflected in the choice of games and their behaviours while playing.

HALF of 10–12-year-olds

message with friends whilst gaming

While the cost of games can pose a barrier for some, in-game related purchasing is relatively common among children aged 10-12, approximately 6 in 10 have purchased a gaming voucher, an add-on, or made in-game purchases.

Gaming offers brands an opportunity to reach a passionately engaged audience, who are not only more likely to ask their parents for something, from a brand they have encountered whilst gaming but are also more inclined to share and discuss brands that have incorporated innovative elements within the gaming experience.

It is important that brands do this efficiently and effectively, in a way that doesn’t interrupt gaming time, for more information about how to engage with this audience please get in touch.