Playing video games is a popular pastime in the United States. In fact, it is one of the top entertainment activities for the 36 to 50 age group and is second only to broadcast TV for the 51 to 65 age group. It is no wonder that marketers and brands are using games in their advertising campaigns and incorporating them into the marketing mix. Gamers are a large and growing demographic that requires special consideration when targeting your audience.

According to Bartle Player Taxonomy, gamers are divided into four main categories: Achievers, Explorers, Socializers and Killers. This categorization is helpful to developers and publishers when designing games for these audiences. However, it is important to note that this gamer classification is skewed towards traditional gaming culture and that many casual types of games are not considered to be true gamers.

Achievers are highly impulsive and have high self-esteem. They enjoy gaming as a form of competition and are more interested in gaining rewards than socializing or escaping from real life problems. They are more likely to play competitive ranking type games such as Call of Duty or League of Legends.

Explorers love to explore the different stories presented in a game and are excited by the intricate details of each level. They are a great audience for development services to target because they tend to prefer narrative-driven single-player games.

Socializers love to be involved with others in a virtual world and are often found in the party chat of an online multiplayer game. They prefer MMORPGs or RPGs that allow them to interact with NPCs and other players. These gamers are known to spend a lot of time in game, exploring and speaking with every NPC.

Creativity is a necessary skill for gamers to have, and most games these days require them to think creatively in order to win. Whether it is in-game crafting or building structures, or creating strategies to defeat an enemy, gamers need to use their creativity to succeed in the game. A study from Iowa State University found that gamers are more creative than non-gamers.

It is important to note that some gamers can become addicted to gaming, and the effects of this addiction are far-reaching. In some cases, this addiction can cause school or work performance to suffer. It can also have negative psychological effects on a person’s well-being. It is essential to recognize the signs of gaming addiction and seek professional help if needed. It is also important to remember that the brain responds differently to different genres of games. Some games have been shown to improve memory, while others can increase emotional arousal and sensitivity. These types of games are not suitable for children and should be avoided by those with depression, anxiety or mood disorders. Those with these issues should avoid action and adventure games that are fast-paced and stimulate the limbic system. They are more likely to respond positively to educational and strategy games that rely on cognitive skills.