Reports Games

UK Gamer Profile Digital Entertainment Natives

Karol Severin
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The 20,000 Foot View: Mobile and PC gamer penetration  declined slightly in the UK between            2016 and            2017. Meanwhile, console ownership did not grow either, attesting that the market is constrained by the impending peak in the attention economy. It is becoming harder to compete for attention and engagement, precisely at the wrong time. Growth in the UK gaming market will depend less on unit sales and increasingly rely upon improved engagement and average revenue per user (ARPU),  which inherently means competing with other media formats. Whether you are a gaming platform, mobile network, TV station or a music service, gaming is one of the key media behaviours of your users. Rather than being a zero-sum game of competition for attention, gaming can be linked with other media to foster consumers’ loyalty to digital ecosystems.  

Key Findings

  • Gamer penetration            the UK declined from                       2016,                                  2017, for mobile gamers, and                       for PC gamers
  • UK Console            remained flat, from            in            2016                                  2017
  • Flat penetration            gaming means that growth will            from improved ARPU, which requires            engagement
  • UK PC            skew male, while UK mobile            skew female. Console ownership bridges            gap with near equal gender           
    •            of UK PC gamers are aged            while younger consumers are adopting mobile gaming and consoles significantly more than pc gaming
  • UK gamers’            TV genres are kids content,            and sci-fi 
  • At            weekly            usage has become a mainstream            for console owners, and is            mainstream among mobile gamers           
  • Netflix is            largest premium video provider for            households among console owners:            of            console owners had a Netflix            in their households
  • Gamers            mobile                       console owners) are more likely            have a pay-TV subscription in            household than average consumers           
  • Gamers            mobile                       console owners) are likely to            cords faster than average consumer           
  • UK gamers            gamers,            console owners) are more            to listen to music on            phones than on home speakers            gamers and            console owners)

Companies and brands mentioned in this report: Amazon, Amazon Echo, Amazon Prime Music, Amazon Prime Video, Apple, Apple Music, BT TV, Deezer, Epic Games, Fortnite, Now TV, Sky, Soundcloud, Spotify, Talk Talk TV, Twitch, Virgin TV, YouTube