×
You will be redirected back to your article in seconds

Nearly Half of All ‘Power Gamers’ Are Parents, Third Are Women (Study)

A new study highlighting the changing demographics of gamers over the last decade confirms something many of us already knew — video games are now mainstream and there’s no one-size-fits-all approach to describing the gaming community.

Nearly half (42%) of all so-called “power gamers” are parents, according to entertainment company Fullscreen’s “Modern Gamer Study.” Power gamers are defined as people who play 10+ hours a week on PC or consoles. About 40% are college graduates and 68% are employed. Women account for 33% of power gamers, while Hispanics and African Americans account for 19% and 14%, respectively. Gamers have aspirational life goals, the study said. They’re more likely than non-gamers to want to own homes (75% vs. 65%) and they’re slightly more likely to want children (60% vs. 56%).

“Gaming has become a favorite American pastime, and our study identified active gamers across demographics — regardless of age, occupation, ethnicity, and income level,” Mary Murcko, senior vice president of partnerships and revenue at Fullscreen, said in a press release. “One of the most surprising findings is the sharp rise in adults who play, including the many parents who say they are big gamers. Power gamers also yield greater social and purchase power than their non-gaming counterparts, having an outsized influence on their friends’ and family’s purchasing decisions in nearly every category, from travel to gadgets.”

Consumer-centered business strategy company Magid conducted the study on Fullscreen’s behalf from July 10-18. It surveyed more than 1,300 gamers and non-gamers between the ages of 18-44. It also conducted 10 ethnographic interviews with power gamers over the same period. Entertainment and media company Rooster Teeth was also behind the study. Both Fullscreen and Rooster Teeth are subsidiaries of Otter Media, a WarnerMedia company.

“As a gamer, it’s heartening to see a study that recognizes and represents who I work and interact with on a daily basis — we’re diverse, have interests outside of gaming and like to share what we enjoy with people we know, both in person and online,” said Ashley Jenkins, creator of Rooster Teeth’s “The Know” and founding member of the Frag Dolls. “This is helpful insight for brands so they can meet gamers where they are — on video and social. Given gamers’ influence and tendency to be natural brand evangelists, brands should invest in learning about gamers, including their habits and other relevant details, like spending, sharing, and viewing preferences.”

Popular on Variety

More Gaming

  • Major Lazer Fortnite

    Major Lazer Remixes Fortnite Soundtrack and Releases New In-Game Skins

    Major Lazer, one of Diplo’s many creative outlets, has teamed up with Fortnite to offer fans access to a unique character skin and new remixes of the game’s Default Dance track. The Lazerism set includes the Major Lazer Outfit, Lazer Wings, Lazer Aze, the Lazer Blast emote and the EDM group’s remix of the “Default [...]

  • The Void San Francisco

    The Void Teams Up With Sony Pictures for New Location-Based VR Experience

    James Murdoch-backed virtual reality (VR) startup The Void has teamed up with Sony Pictures Virtual reality to produce a new location-based VR experience, according to Curtis Hickman, the startup’s chief creative officer. Hickman revealed the partnership in a conversation with Variety this week, during which he also outlined plans to bring more original IP to [...]

  • Insomniac Games - Spider-Man

    Sony Is Acquiring Insomniac Games, Studio Behind 'Spider-Man' for PS4

    Sony Interactive Entertainment clinched a deal to acquire longtime PlayStation games developer Insomniac Games in its entirety, the company announced Monday. Financial terms of the deal were not disclosed “due to contractual commitments,” according to Sony. Insomniac Games is the developer of PlayStation 4’s top-selling “Marvel’s Spider-Man” and other PS games, including the “Ratchet & [...]

  • westworld awakening art

    HBO Launches 'Westworld Awakening' VR Game With Survios

    Ever wanted to enter the world of “Westworld?” Now you can — except it won’t exactly be like you might have imagined it. Instead of being one of those guests living out their fantasies, you will be a host, slowly coming to grips with your life being an elaborate illusion. “Westworld Awakening” has been produced [...]

  • Telling Lies - Logan Marshall-Green

    Sam Barlow's 'Telling Lies' Government-Surveillance Thriller Game Sets Release Date

    After more than two years in the works, “Telling Lies” — the investigative thriller from acclaimed game creator Sam Barlow — is ready to take the stage. The game, produced with and released by Annapurna Interactive, will be available next Friday, Aug. 23, via Steam and Apple’s Mac and iOS app stores. “Telling Lies” will [...]

More From Our Brands

Access exclusive content