November 6th, 2023, Kineree Shah
YouGov's latest survey provides a comprehensive look into how gamers from six markets discover new video games, unveiling a consistent trend – a significant proportion uncover new games through online reviews, ads or social media. For this piece we define gamers as adults who play video games for more than an hour in a week on PC or gaming consoles.
Sweden
Online reviews lead the charge in Sweden, with one-fifth of gamers turning to them for insights (18%). This trend underscores a considerable trust in digital feedback from fellow players. Social media and online ads follow closely, engaging 13% and 11% of gamers, respectively. Interestingly, traditional channels like television advertisements and in-store promotions cater to a smaller segment, drawing the attention of only 3% of gamers each. Word-of-mouth, often seen as a timeless method of recommendation, continues to have its charm, influencing 8% of Swedish gamers.
Australia
For Australian gamers, both online reviews (20%) and social media (18%) emerge as dominant sources, each appealing to one in five of the gaming community. While television advertisements seem to hold a relatively more substantial ground in Australia at 9% compared to Sweden, it's evident that digital platforms are the primary source of discovery. Word-of-mouth recommendations capture one-tenth of gamers.
Britain
The British gaming community displays a marked preference for online reviews, with a significant one-third relying on them for discovering new titles (30%). Social media platforms attract 15% of the gamers, making it the second most popular avenue. Online ads cater to one in ten gamers, while word-of-mouth recommendations are a top source of game discovery for 14%. Traditional advertising channels, such as TV ads and in-store promotions, hold minimal allure, with both standing at 3%.
USA
The US gaming landscape prominently echoes the global digital-first trend. Social media stands out as a chief discovery channel, engaging over one in five gamers (22%). Word-of-mouth (17%) showcases its sustained relevance. Meanwhile, online reviews (14%) and advertisements (13%) reach nearly one in eight gamers, marking a balanced influence. Television ads and in-store promotions, however, attract a relatively smaller fraction of the gaming populace (7% and 4% respectively).
UAE
In the UAE, the digital domain exhibits a strong grip on gamers' discovery patterns. Both social media and online ads engage more than a quarter of the gaming community (27%). Online reviews consistently cater to 14% of the gamers, while word-of-mouth recommendations influence around one in ten. Traditional avenues, such as TV ads (7%) and in-store promotions (6%), play a more subdued role in this market.
India
India showcases an immense reliance on digital platforms for game discoveries. Social media and online ads resonate with an identical share of gamers (29% each). Online reviews appeal to nearly one-fifth (18%). One in 10 discover new video games by word-of-mouth recommendations. Television advertisements (5%) and in-store promotions (3%), however, seem to have a more limited impact on gamers' discovery processes.
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Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 18 markets with sample sizes varying between 127 and 375 for each market. All surveys were conducted online in August 2023. Data from each market uses a nationally representative sample apart from India, which use urban representative samples. Learn more about YouGov Surveys: Serviced.