Gaming has officially become Australia’s number one passion, overtaking AFL and other traditional interests, according to new research by M&C Saatchi Sport & Entertainment. This latest study explores how Australians connect with their passions in a rapidly changing cultural landscape.
The research shows that for the first time, gaming and video games culture is the number one passion point of Australians, above the likes of AFL, cooking, pets and even spending time with family.
New data sheds light on the depth of feeling, tenure and spending habits of Australians in relation to their passions, and highlights the ways that ongoing economic pressures and an ever evolving media landscape are impacting our ability to engage with the things we love the most.
Changing ways of connection
Shifting media habits are challenging the traditional ways brands connect through passion points. Many Australians engage with their interests where brands have limited presence, calling for a new approach to reach these audiences effectively.
“Now in its third year, this research continues to present a picture of Australians’ passions which is massively enlightening – proving that we are a nation with highly diverse interests, from mainstream to niche, and engaged with in increasingly nuanced ways” said Luke Haynes, M&C Saatchi Sport & Entertainment strategy director.
“We know sport is often the first port of call for brands looking to connect to culture, and for good reason. But they’re overlooking a host of other amazing
opportunities in different parts of culture and are often taking a channel approach that misses significant moments in the ways that Australians connect to the things they love – whether sport or otherwise”.
Key findings from the Passion Pulse ‘24 Report:
Gaming takes the lead
One key finding has been the emergence of gaming and games culture, now the top passion point for Australia at a nationally representative level, with around 11% of Australians over the age of 18 having a passion relating to this area. This is still a relatively untapped part of culture despite having an audience as large, or larger, than AFL.
Diverse Interests
The passion universe is wide. 332 unique passion points were identified through our research, with at least 10 of these reaching an audience of over 1 million Australians.
Changing Media Consumption
- The amplification plan needs a reboot – 28% of sport fans do not watch the live match, so the approach taken to amplify sport sponsorships through paid media needs to be adapted to the way the modern fans engage and connect.
- Changing modes of connection highlight the fact that engagement in digital channels is beginning to eclipse traditional media.
- Gen Z are at least 2.5x as likely to be consuming content on social media than via news
- And 1 in 3 are getting their fix of sports content outside of the game itself.
- This is heightened by the growth of international codes like the EPL, NBA and NFL
Passions Driving Brand Engagement
- The commercial impact of connecting to passions is seen through the marketing
funnel- 12% actively seek out brands who support their passions
- 13% buy more from brands who support their passions
- 17% say they are more loyal to brands who support their passions
- 14% say they will recommend friends and family to brands who support their passions.
