Newzoo’s US and China Gamer Motivation Study – January 2020 includes high-level findings behind viewing and gaming behaviour, how motivations differ per persona (Newzoo has its own gamer segmentation), and much more. Gamers in these two very different markets have different motivations and drivers. Of course, there are plenty of similarities between the two markets as well; for example, getting value for money is at the core of spending decisions in both the U.S. and China. However, what value is can mean very different things for gamers in each of these markets.
The US and China Gamer Motivation Study – January 2020 is split into three main sections:
- Viewing and gaming behaviour: The motivations behind playing and watching games
- Top 5 motivations to play games
- Motivations per gaming persona
- Gamer segmentation by market
- Key motivations behind the gameplay
- Reactivating the lapsed gamer
- Personality traits
- Demographic profile
Some of the interesting insights from the US and China Gamer Motivation Study – January 2020 when we look at the US gamer specifically are:
- 20% play more video games now than they did in the past three years
- 24% choose a new game based on it being from a genre that they like to play, making genre the main influence on game choice
- 48% play games to escape from everyday life. Women are more likely to play games to fill time and if the game is easy to pick up
- 24% of viewers choose to watch a gaming video or stream based on the host or streamer. However, the specific game that’s being played has the biggest influence on the choice of stream to watch
- 35% of console players buy the newest games as soon as they’re available, making them the quickest game adopters alongside PC gamers (33%), with mobile gamers slightly slower (28%)
Some of the interesting insights from the US and China Gamer Motivation Study – January 2020 when we look at the Chinese gamer specifically are:
- 34% play more video games now than they did in the past three years
- 74% watch live-streamed gaming video content. Douyu and Huya are the most used streaming video platforms in China
- 57% of those who watch gaming video content donate money to video gaming channels /esports broadcasters at least once a month. Women (63%) are more likely to donate money than men are (52%)
- 71% have spent money on games in the past six months. Of those who have spent, 68% say they are more likely to spend money on games if it’s a limited time offer
- 84% have spent money on gaming hardware in the past three years
To download the US and China Gamer Motivation Study – January 2020, please click here.
If you would benefit from the advice of a gaming and esports agency, Strive Sponsorship can help. Contact us for gaming and esports strategy, sponsorship, commercial, content, operations, investment and communications consultancy services.
