Activision Blizzard Media AD EXPERIENCES INSIGHTS RESOURCES ADVERTISE WITH US PODCAST INSIGHT TREE PODCAST - WHO DO YOU THINK YOU ARE 0:00 34:14 ALL BLOGS SHARE October 20, 2020 Almost one-third of the population plays video games yet of this group, less than half actually identify as a gamer. Why is there this disconnect between the activity of playing games and self-identification? And how does this disconnect impact our understanding of who the gaming audience really is? Jan Bojko, Head of Insights and Partner Research, and Zachary Heinemann, Head of Quantitative Research, discuss new research from Activision Blizzard Media which surveyed over 20,000 gamers and found a unique connection between the concept of identity and the disparate gaming audience segments. Explore the full research discussed in the podcast here. EPISODE NOTES For quick listening, jump to the questions covered at the timestamps below. [1:11] Tell us about the research. [4:48] Is the gamer stereotype out of date? [8:43] Were you surprised to find that less than half of gamers identify as a gamer? [18:00] What role does platform play in the discussion of gamer identity? [23:33] Has the way we think about gamers evolved with the gaming industry? ADVERTISE WITH US Knowledge Share Sign up to be notified of future content updates. Your email I agree to receive communications from Activision Blizzard Media Terms and Conditions Privacy Policy SIGN UP THE LATEST NEWS & CONTENT VIEW ALL Jonathan Stringfield, VP Global Business Marketing, Measurement & Insights November 01, 2021 A Break in the Natural Order of Media READ MORE June 29, 2021 How Gaming Found Increased Purpose In 2020 READ MORE ADVERTISE WITH US Level up your brand awareness with high performance advertising. With decades of experience and a legendary portfolio that includes iconic game franchises like Candy Crush™, Call of Duty®, World of Warcraft® and StarCraft®, we make it possible for brands to engage with hundreds of millions of active users all around the world. FOR MEDIA INQUIRIES, CONTACT ABM@ACTIVISION.COM STEP 1 OF 2 LET'S START WITH THE BASICS... Your email Your company NEXT Activision Blizzard Media ENGLISH Insights Audiences Research Case Studies Ad Experiences Rewarded Media Integrated Esports Measurement Media Kit Blog and Events All trademarks referenced herein are the properties of their respective owners. © 2020 Blizzard Entertainment, Inc. © 2020 Activision Publishing, Inc. © 2020 King.com Ltd. Privacy Policy Terms of Use Brand Safety Cookie Settings The Software License and Service Agreement will be updated. Please follow this link [https://www.activision.com/legal/ap-eula] in order to see these changes. +