December 2, 2022


Born to perform

Newzoo: Gamers like brands more than non-gamers do

2 min read


Players might have far more favorable attitudes towards makes than their non-gaming counterparts, according to Newzoo’s most current buyer insights report.

The current market intelligence firm performed an online study previously this yr covering much more than 75,000 respondents from 36 marketplaces all-around the world, polling the team on a variety of topics, such as how favorably they viewed just about every of 13 diverse athletics, car or truck, drink, and luxury vogue brand names.

All of the brand names have run gaming activations in new years, from Ballantine’s releasing a whisky with the Borderlands character Mad Moxxi to Nike, Puma, Balenciaga, and Coca-Cola placing their brand names into Fortnite.

Across the board, gamers had been additional very likely to maintain “extremely constructive” or “positive” attitudes toward the brands polled, but the enhance diversified by item category.

Red Bull and Monster Energy saw the biggest gains in gamer favorability

Pink Bull and Monster Electricity noticed the most significant gains in gamer favorability

The best gaps in attitudes amongst avid gamers and non-gamers have been viewed by power drinks and sodas like Crimson Bull, Monster Power, Mountain Dew and Coca-Cola, in that get.

52% of avid gamers had “quite constructive” or “constructive” attitudes toward Red Bull, as opposed to just 28% of non-avid gamers. For Monster, the gap was 46% to 23%.

Sporting activities and car or truck brand names observed the upcoming largest gaps, followed by the only luxury trend manufacturer in the study, Balenciaga.

Liquor brand names like Budweiser and Ballantine’s observed the most minimum discrepancies between the gaming and not gaming audience.

Roughly 36% of gamers had favorable attitudes towards Budweiser, in contrast to 33% of non-avid gamers. For Ballantine’s, it was 32% to 31%.

A 2020 report by Gameloft for Models saw similar effects, getting that 56% of gamers trusted firms and makes, in comparison to 47% of non-gamers.


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