Esports data company Newzoo found new insights on the different types of gamers and revealed their nine types of personas that video game players can fall into.
Newzoo’s Segmentation Data
Newzoo’s data found different archetypes that all gamers can fall into. The value of knowing more about these nine gamer personalities is primarily for marketing research. Knowing the demographics and details of the segmentation and personas can deliver the right audience to a business. Because not all gamers are the same, it’s important to identify which audiences esports and gaming industry companies should target.
The nine gamer personas are Ultimate Gamers, All-Round Enthusiasts, Time Fillers, Bargain Buyers, Community Gamers, Hardware Enthusiasts, Popcorn Gamers, Backseat Viewers, and Lapsed Gamers. Information about them ranges from the Ultimate Gamer who participates in everything, to the Lapsed Gamer who no longer plays.
Nine Gamer Personas
From esports industry revenue in 2021 to tracking viewership per game, Newzoo always looks to share the latest data. Now with the nine gamer personas, segmenting the gaming market for brands provides more value than ever before. Newzoo’s report labeled the nine gamer personas as follows.
- Ultimate Gamers (7.3%): who live and breathe all things games across all facets of the market: playing, owning, socializing, and viewing—Ultimate Gamers love it all.
- All-Round Enthusiasts (5.6%): who are enthusiastic about all aspects of gaming, but less so than Ultimate Gamers.
- Time Fillers (18.7%): who play games more casually—typically on mobile—when they have spare time or at social events.
- Bargain Buyers (14.4%): who enjoy playing high-quality games, but preferably free-to-play or at a discount. They only buy hardware when necessary.
- Community Gamers (7.1%): who never shy away from a community discussion and enjoy game-related podcasts, forums, news, and videos (as well as playing!)
- Hardware Enthusiasts (7.0%): who are always looking for an optimized gaming experience. They also avidly follow the latest hardware trends and news.
- Popcorn Gamers (10.4%): who enjoy watching others play games despite only playing a little themselves.
- Backseat Viewers (3.4%): who used to game a lot but prefer reigniting their passion via viewing games content.
- Lapsed Gamers (13.9%): who also used to play games a lot but have since moved on to other interests or priorities.
18.7% of gamers can be classified as Time Fillers meaning they play when have spare time & typically on mobile 📱
We recently launched OMG! to cater to the ever-growing needs of the mobile gaming market.
Check out the new site 👉 https://t.co/S8SKAAoWtl
— Gfinity PLC (@GfinityPLC) July 22, 2021
Through the data found by Newzoo, these nine gamer personas make up the bulk of players. Interestingly, the majority of gamers view themselves as Time Filler personalities with only 3.4% being backseat viewers. That means the largest group holds casual players and those who have other tasks and jobs to manage. Knowing this can greatly help upcoming companies, especially with the mobile gaming and esports market.
Newzoo’s consistent flow of data trends and AGC’s expansive white paper are some of the many esports and gaming industry insights out this year. Thanks to the untapped potential of the esports industry, finding new information is crucial to growth and will accelerate its momentum.
Written by Justin Amin
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