Newzoo: gamers like brands more than non-gamers

Newzoo: gamers like brands more than non-gamers

According to Newzoo’s latest consumer report, gamers may have more favorable attitudes toward brands than their non-gaming counterparts.

The market intelligence firm conducted an online survey earlier this year of more than 75,000 respondents from 36 markets around the world, asking the group about a variety of topics, including how favorably they viewed each of 13 different luxury sports, cars, drinks and fashion. brands.

Every brand has launched game activations in recent years, from Ballantine’s releasing a whiskey featuring Borderlands character Mad Moxxi to Nike, Puma, Balenciaga and Coca-Cola putting their brands in Fortnite.

Overall, gamers were more likely to have “very positive” or “positive” attitudes toward the brands surveyed, but the increase varied by product category.

Red Bull and Monster Energy have had the biggest wins for gamers

The biggest attitudinal gaps between gamers and non-gamers were seen by energy drinks and sodas like Red Bull, Monster Energy, Mountain Dew and Coca-Cola, in that order.

52% of players had ‘very positive’ or ‘positive’ attitudes towards Red Bull, compared to just 28% of non-players. For Monster, the gap was 46% to 23%.

Sports and car brands saw the other biggest gaps, followed by the only luxury fashion brand in the survey, Balenciaga.

Alcohol brands like Budweiser and Ballantine’s have seen the smallest gaps between the gaming and non-gaming audiences.

About 36% of gamers had a favorable attitude toward Budweiser, compared to 33% of non-gamers. For Ballantine’s, it was 32-31%.

A 2020 report from Gameloft for Brands found similar results, finding that 56% of gamers trusted companies and brands, compared to 47% of non-gamers.



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