As audiences increasingly look for authentic connections, gaming’s role as a social connector has been supercharged. For the more than 3 billion people who game globally, this hobby is one of the primary ways they connect, interact and socialize. In years past, brick-and-mortar gaming arcades served as the meeting places for gaming fans, but today much of it takes place virtually, both within the game and outside of it.

Gaming’s ability to build and enhance bonds between friends, family and strangers is one of the things that makes it unique as an entertainment platform. It puts the audience first, giving them individual control over their playing experience while uniting those who play through shared interactions, passions and accomplishments.

How gaming is fostering community and brand engagement

How these bonds form and the role that gaming plays in driving social connection was the focus of new research from Activision Blizzard Media, which surveyed 2,000 U.S. adults. The survey found that 66% of those who play video games do so with others — either online or in-person. In addition, when they play with family and friends, the gaming experience and feelings around it, including positivity and healthy escapism, are heightened.

Gaming is one of the most popular social activities people undertake, and it’s one of the primary means through which audiences socialize, coming second only to dining out. It sits ahead of other common occurrences such as sports viewership, going to the movies and seeing live music.

The social aspects of gaming are apparent even when compared to other media and entertainment typically viewed as social. More than half of players say gaming helps them develop stronger bonds with friends and family than social media and video chat. Many people have developed bonds with family through gaming — often throughout their lives while growing up together – while also finding new ways to use games to stay connected to their social network.

While much of the social interaction in gaming occurs during gameplay, it is not the only place where discourse takes place. Gaming has moved beyond the first-hand playing experience and evolved into a spectacle, with over a third of players watching esports and live streams online at least once a month.

Types of games players choose to play and their impact on social connection

The types of games players gravitate toward can significantly impact their social experiences. Puzzle games, action-adventure games and role-playing games are more conducive to solo-player experiences, while music/dance games, party games and racing games are staples for playing in person with friends and family. Battle royale and world-building games like Minecraft enable online multiplayer experiences with friends/family or strangers.

Gaming platform choice also defines the player experience. Mobile is the most popular gaming platform due largely to its accessibility — 84% of gamers …read more

Source:: Digiday

Author: Aaron