Video games are an integral part of modern culture, but there’s no one-size-fits-all way to enjoy them. Some people use games to socialize, while others enjoy the challenge of mastering the most complex games. Some people have a love for gaming that they consider a lifestyle, and brands across industries are scrambling to capture this receptive, engaged, and loyal audience.

Most gamers will tell you that they play to unwind. A survey found that over half of all gamers play their favorite game to relieve stress and anxiety. The esports industry has capitalized on this trend by offering gamers the chance to compete in their passion and earn real-life rewards.

Gamers are not the stereotypical introverted teenagers that many people may think. In fact, the average gamer is 35-44 years old and almost 40% are women. Gamers are also not confined to their living rooms; they regularly play in public settings like bars and restaurants. This group has the potential to bring new audiences to brands that may not have thought about targeting them.

While well-meaning parents may have hollered at their children to get off of the screen and go be social, this demographic has a strong attachment to their gaming and isn’t willing to give it up completely. The most common reason for playing games is relaxation, followed by competition and entertainment. Gamers can be receptive to marketing and are 22% more likely to buy brands that they have seen advertised.

Bartle Player Taxonomy, which categorizes players into four different types based on their gaming preferences and habits, has been used by many development services to understand the nuances of the gamer demographic. These categories include Achievers, Explorers, Socializers, and Killers. Achievers are interested in gaining points and overall succeeding within the game parameters, collecting all rewards and game badges. Explorers are intrigued by exploring and discovering all areas of the game, including hidden areas and glitches that expose all the game mechanics. Socializers are driven by the desire to interact with other gamers, and they tend to prefer multiplayer games. Killers are highly competitive and thrive on beating other gamers in the same genre of game.

Although some people may be closer to one category than another, it is common for gamers to drift between them. For instance, Achievers can become socializers if they spend time with friends while playing online. The classifications are designed to help developers create games that cater to specific gaming audiences. To maximize their chances of success, it is important for marketers to understand the different gaming demographics and how they can best market products to them. In the future, it will be interesting to see how the gaming industry evolves and how other industries can leverage the receptive and engaged gamers. The millennial generation is expected to drive this change, with its increasing spending power and inclination to try out the latest trends. The key is to find a way to reach these gamers where they are and show them how your product can enhance their gaming experience and expand their gaming world.