From friends to influencers – How do Britons discover new video games?

According to new data from YouGov Profiles, 46% of console gamers find new games through online shops. This is slightly lower among mobile gamers, where 43% rely on online shops.

Friends play an important role in spreading the word about new games. Among mobile gamers, two in five hear about new games from friends (38%), while this figure drops to one-third for PC/console gamers.

Gaming websites are another popular source, with 28% of mobile gamers and 29% of PC/console gamers turning to these sites. Similarly, gaming personalities, such as streamers and YouTubers, influence 27% of both mobile and PC/console gamers.

Browsing in game shops is a common way for 25% of mobile gamers to discover new titles, slightly higher than the 23% of PC/console gamers who do the same. Lastly, gaming magazines have a smaller impact, with 13% of mobile gamers and 10% of PC/console gamers discovering new games this way.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race.