Hello,
A common stereotype that I see in ads targeted towards gamers is brands assuming that all gamers are competitive. They need to dive deeper into their audience. There are a lot more varied roles that gaming offers in people’s lives. Competitive gamers are just a vocal minority.
Below are eight other reasons why people play games. Enjoy.
Gaming for connection
It’s not uncommon for people to use games as a primary way to hang out. They might play a competitive game, but they’re not playing to win. These gamers are playing to catch up with their friends. It’s like a game of golf where people are drinking and going along the course, more focused on having a good time than winning.
Gaming for stress relief
Games are also a great way to mindlessly pass time. A prime example of this are mobile games that reward users for playing in short bursts. People may not have the strongest emotional connection to these types of games, but they are something they’ll spend every day with.
I like to think of it as a gamers version of scrolling through Instagram. They probably won’t learn anything, but it’s weirdly comforting.
Gaming for artistry
Many games allow users to make things they can share with others. For the artists out there, games exist as another creation medium. It can be anything from game modes to custom characters to fan art to modding. These players just want to express themselves and have people experience their creations.
Gaming for nostalgia
The same way the smell of stale beer can transport you back to college a familiar game jingle can bring you back to happier times. This effect breeds a lot of love and tribalism around older game franchises that gamers grew up with.
Gaming for story consumption
A growing trend in gaming is people tuning in to Youtube to watch story cutscenes from video games instead of playing the games themselves. Part of the reason for this is that the barrier to entry for a lot of games is expensive, but there are a growing number of people who are interested in experiencing video game stories without the actual involvement of playing them.
This trend is reflected by Youtubers like Girlfriend Reviews, a woman who reviews games based on how fun they are to watch someone else play. It makes sense, big games have the budgets of blockbuster movies and some people are happy treating them as such.
Gaming for escapism
Games can let people live out their wildest fantasies. It’s possible to be a cowboy, an intergalactic bounty hunter, or a mailman. Sometimes people can be all of these in the same game.
For some this sense of escapism is more important than game mechanics. They want to experience a different role in the world.
Gaming for belonging
Games can give people access to a community that they otherwise wouldn’t be a part of. It doesn’t have to be in the actual game either. It can be things like a super active Reddit community, a game streamers’ fandom, or a physical meet up space. For millions, a game community gives them purpose.
Gaming for control
Life is messy. Video games are not. People know what is going to happen next and how to respond to things in games. That is comforting to a lot of people. Games’ scripted nature allows people to wrangle back some control from their chaotic real lives.
What to take away:
The reason gamers game isn’t monolithic. There are tons of motivations that often overlap with one another. Don’t just default to “gamers are competitive,” go deeper. The work will be better for it.
Gaming news that caught my eye:
Twitter: Microsoft had details leaked about their new console and they did a masterful job turning those leaks into an opportunity. Jack Appleby, the guy breaking down what Microsoft did is also a fantastic person to follow.
Youtube: Nintendo showed off what they have planned for Mario’s 35th birthday. It may be worth thinking about how a brand can join the conversation.
Gamerant: An interesting tension rising in video games is the conflict between casual and serious gamers. This article details a conflict between a professional gamer and a tik tokker who says people are taking competitive games too seriously.
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Email: zacharystubblefield@yahoo.com
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