Will Oshiro de Groot

Gaming reformers

A progressively-minded community seeking to reform the gaming landscape and create a more inclusive, fun and equal ‘third place’ online.

Screenshot 2021-06-14 at 10.38.10

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Connecting to a rapidly-growing cultural community 

Video gaming has exploded over the last year - a global market worth $180 billion and 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. 

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.

By Will Oshiro de Groot + Stephen Spencer


We are a cultural intelligence platform. Get in touch at [email protected]

Fusing AI-driven cultural intelligence with human imagination, we help brands to discover and tap in to pockets of culture that drive growth. We harness cultural data to inform every step of the marketing process - from brand strategy through to creative approaches, through to activating in media.

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