Connecting to a rapidly-growing cultural community
Video gaming has exploded over the last year - a global market worth $180 billion and is projected to reach $287 billion by 2026.
The gaming landscape has become a hot topic for the advertising industry, seeking to connect to new growth audiences through their passions and interests.
This report shares new research identifying one of the fastest-growing communities within gaming - the Gaming Reformers.
+15% Gaming Reformer community growth over 12 months, tracked on the Codec platform.
Progressively-minded and diverse, spanning gender and demographic lines, this emerging group aim to create a more inclusive, fun and equal ‘third place’ online.
Based on +1.8M content engagements analysed over 12 months on the Codec platform, and a survey of 1000 community members (UK + US), we mix quantitative cultural data with quotes from Gaming Reformers to bring this community to life.
Read on to understand:
01 Who are the Gaming Reformers, and what are they passionate about?
02 Three key themes that resonate: barriers to access, toxicity & stereotypes and purposeful play.
03 How brands can connect to this growth audience with authenticity.