A new report has examined the emerging trends from gamers and their attitudes to brands entering the space.
What Gamers Want has been compiled by Golley Slater, based around social listening across platforms like Reddit.
It found that Discord, Twitch and Reddit have transformed gaming from a solo activity into a global social experience.
According to the results, 64% of gamers felt more comfortable expressing themselves online, than in real life.
72% said they would favour brands which can help them extend their gaming persona into real-life. That’s more so among multicultural, non-binary, and young (18-34-year-old) players.
46% of players want their real-world identity to mirror their gaming persona, underscoring the importance of aesthetics, exclusive game items, and status symbols.
While 60% of gamers are willing to spend on in-game items to enhance self-expression, they strongly oppose pay-to-win mechanics. 74% of smartphone gamers report paying to remove ads in free-to-play games.
The findings show that gamers are “loyal, highly engaged consumers who value authenticity, social connection, and opportunities for self-expression within the gaming experience.”
Leeds-based Golley Slater has broken them into 4 types of gamer – the socialiser, explorer, achiever and competitor.
“Gaming is a powerful, culture-driving force, and brands have a rare opportunity to connect with a community that thrives on authenticity and shared experiences,” said Emma Thompson, Head of Agency, Golley Slater.
“What Gamers Want highlights how brands can go beyond surface-level engagement to create meaningful, lasting relationships with gamers by truly understanding their values, motivations, and desire for self-expression. It’s an exciting time for brands to join the gaming world in a way that resonates.”
Paul Sheldon, Senior Art Director, Golley Slater added:
“The gaming community is unique in its passion, loyalty, and expectation for brands to contribute in an authentic way.
“Our research shows that gamers are savvy and discerning, valuing brands that respect their space and genuinely enhance their experience. For brands willing to meet gamers on their terms, there’s incredible potential for impactful engagement that goes beyond traditional marketing
