Four-Fifths Of Australians Are Now Gamers

Four-Fifths Of Australians Are Now Gamers
B&T Magazine
By B&T Magazine



A staggering 81 per cent of Australians now play video games, up 14 per cent over the last two years.

If that number seems surprisingly high, it should. The research from the Interactive Games & Entertainment Association (IGEA) shows that it isn’t just spotty teenage boys gaming away in Australia.

Women make up 48 per cent of the gamer demographic — up two per cent from before — and, once people hit 55, more women than men game. What’s more, the average age of a gamer in Australia is 35, making the segment incredibly lucrative for advertisers.

“With 94 per cent of Australian households having at least one device to play video games, there is no denying the significance of video games in the lives of everyday Aussies. 91 per cent of parents are using video games to connect with their children, supporting cognitive growth and providing important family bonding time,” said Dr Jeffrey Brand, professor at Bond University and author of the report.

“Additionally, we saw more women playing games than ever before with 48 per cent of Australian gamers being female, up two per cent on the previous report, with women over 65 more likely to play video games than elderly men. Aussie gamers over 65 play to be challenged and improve their mental health, with a focus on mental stimulation and fighting dementia. Video games offer something for everyone – anyone can be a gamer, not just children and students, but parents, grandparents, your coworkers, and your boss,” Dr Brand continued.

The IAB’s recent Gaming Summit also showed that gaming is becoming an increasingly popular channel for marketers and is delivering real-world tangible results.

“It continues to be a surprise to people, the bulk of people think that the average Australian gamer is a little boy, sitting in his bedroom shooting up god knows what,” Raelene Knowles, chief operating officer at IGEA, said at the event.

Plus, a recent campaign for New Balance demonstrated tangible results for gaming as a channel, 2023 might be the year that adland really starts to play a role in gaming.




Please login with linkedin to comment

IGEA

Latest News

Mastering the balance beam: Finding cut through via experiences and exposure in sport
  • Opinion

Mastering the balance beam: Finding cut through via experiences and exposure in sport

From the hallowed turf of the MCG to every local suburban club around Australia, we’re a nation famed for our fervent love of sports. Sport in Australia is also becoming the last bastion of immediate mass reach entertainment, argues Starcom’s Roger Linttzeris (pictured above). Australian’s have a greater level of access to sport than ever […]

Sunday Gravy Welcomes Ego Pharmaceuticals To The Table
  • Advertising

Sunday Gravy Welcomes Ego Pharmaceuticals To The Table

Following a competitive pitch, Ego Pharmaceuticals has moved its business to Sunday Gravy. Ego produces over 150 different products, including well-known brands such as QV Skincare, SunSense Sunscreen, Aqium Hand Sanitiser, Elucent, MOOV, and Azclear. “We were looking for a creative agency partner that was just as passionate about long-term brand building and collaboration as […]

Unveiling Distinct Channel Opportunities: Insights From Dash Hudson’s Cross-Channel Social Media Benchmark Reports
  • Partner Content

Unveiling Distinct Channel Opportunities: Insights From Dash Hudson’s Cross-Channel Social Media Benchmark Reports

The rise of algorithmic content has changed social media, shifting feeds from social-driven to entertainment-driven. Short-form video now accounts for 38 per cent of social content on Instagram, and its dominance continues to grow. Community-building and curated content from creators have come to the forefront of marketers’ strategies, and at the same time, social commerce […]

Partner Content

by B&T Magazine

B&T Magazine