×
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.”

More Gaming

  • 'Call of Duty: Black Ops 4'

    'Black Ops 4' Update Brings Fixes, Operation Absolute Zero

    Operation Absolute Zero hit “Call of Duty: Black Ops 4” on Xbox One and Windows PC Tuesday, bringing an entire season of content to the game, as well as a cornucopia of patches and updates. It’s all live as of Tuesday’s 1.10 Title Update, which came packing a slew of fixes, content additions, and overall [...]

  • Banned 'Fortnite' Rumors Don't Check Out

    Despite Rumors, 'Fortnite' Doesn't Appear to Be Banned in China

    Rumors of Chinese citizens being unable to access certain games, including “Fortnite,” last week appear not to be true, sources and Variety’s own tests verify. While several sources reported that China blocked “Fortnite” and “PlayerUnknown’s Battlegrounds,” including Deseret News and GameRevolution, there doesn’t appear to be any definitive proof that the games were blocked in China. The rumor sparked [...]

  • Games Workshop Hires Fan Film Director

    Games Workshop Hires Fan Film Director to Helm 'Warhammer' Animated Series

    “Warhammer 40,000” fan film director Richard Boylan has been tapped to work on an official “Warhammer” animated series dubbed “Angels of Death.” Boylan previously captivated audiences with both “Guardsman” and “Helsreach,” two excellent short films based on different aspects of the in-game universe. Both projects utilized animation and live-action segments and impressed fans of the [...]

  • Epic Games Celebrates The Holidays With

    Epic Games Celebrates The Holidays With '14 Days of Fortnite'

    Epic Games is bringing more holiday cheer to its popular battle royale game with “14 Days of Fortnite,” a limited-time event featuring new modes, challenges, and more, according to the developer’s website. The event kicks off on Wednesday, Dec. 19. Starting at 9 a.m. ET each day afterwards, players can log into the game to find [...]

  • Monster Hunter: World

    2018 Steam Awards Voting Begins This Week; Here Are The Finalists

    Valve revealed the finalists for The 2018 Steam Awards on Wednesday. The Steam Awards began in 2016 as a way for the community to honor some of the digital distribution platform’s best games. Each year, Valve chooses the categories and lets Steam users vote for the winners. Those categories are usually pretty atypical for an [...]

  • 'PUBG Mobile' Amassed New Revenue High

    'PUBG Mobile' Amassed New Revenue High In December

    Mobile battle royale hit “PUBG Mobile” had its best month yet in terms of player spending in November, according to mobile app analytics firm Sensor Tower. Tencent’s battle royale title brought in an estimated $32.5 million worldwide in November alone, a 44 percent increase than October’s revenue, and 26 percent more than its previous best [...]

More From Our Brands

Access exclusive content