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Decoding the gaming audience

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The document discusses the rise of gaming, especially mobile gaming, over recent decades and accelerated growth during the COVID-19 pandemic. It analyzes Twitter conversation data to identify key gaming need states like socializing, normalizing routines, and passing time. Differences are observed between Southeast Asian countries in fulfilling these needs through gaming. The document then provides recommendations for brands to connect with gaming audiences by sponsoring esports or addressing the identified need states.

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Decoding the gaming audience @martynuren

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Notanewtrendbutanacceleratedone Strongpositiontooffer morethanTV? Source | Twitter Internal, conversation data around Gaming, 1 Jan 2020 - 31 Mar 2020, location: ID/MY/PH/SG/TH, retrieved Apr 2020.

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Source | Twitter MI&A APAC | https://www.techtimes.com/articles/57048/20150604/gaming-go-future-mobile-vs-consoles.htm 1990 2000s 2010s 2020s Gaming Timeline Gaming Consoles were popular Atari 2600 VCS Nintendo Entertainment System Nintendo’s Gameboy Sega Genesis Sony’s Playstation Pre- installed, Snake Move into more portable gaming methods PS2 Microsoft’s Xbox Nintendo release DS Sony’s Playstation Portable X360 Cross Fire Angry Birds (2009) Plants vs Zombies (2009) Nintendo Wii U2 Candy Crush Saga (2012) PS, PS4 Pro Pokemon GO (2016) PUBG Fortnite Just Dance Hyper Casual Gaming Rise of Mobile gaming Animal Crossing increases in popularity PS5 Coming soon Rise in a different

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100M unique online viewers for the “League of Legends” World Championship finals in South Korea in Nov. 2018 Source | Twitter MI&A APAC Number of viewers during the Super Bowl 2018 98M VS

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5MViewers up to date on Twitter for the best Fortnite solo player in the world Source | Twitter MI&A APAC Tweet The best Fortnite player in the world 16-year-old @bugha takes the Fortnite World Cup Solos title and wins #3M B/R Gaming @BRGaming 5M views 5:03 AM · 29/7/19 · Twitter Media Studio

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+28% Source | Kantar Twitter Audience Deep Dive Research, market: APAC the Twitter audience is more likely to play games (online, on their phone, or on a console) vs. online population

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APAC Gaming conversation is rising April 2020 yoy +55% COVID boost Source | Twitter Internal data, Gaming, JAPAC(SG, ID, MY, TH, PH, AU, IN, JP), April 1st 2019 - May 11th 2020.

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247MTweets about Gaming across APAC in April Source | Twitter Internal data, Gaming, JAPAC(SG, ID, MY, TH, PH, AU, IN, JP), April 2020.

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103MUnique Authors Source | Twitter Internal data, Gaming, JAPAC(SG, ID, MY, TH, PH, AU, IN, JP), April 2020.

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Gaming 2020

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16.7MTweets around Animal crossing from 1- 12 May 2020 globally Source | Twitter Internal data, May 2020

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Having fun but also staying connected to friends - especially for GenZ in SEA Source | Twitter Internal data, May 2020

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Source | Twitter Internal data, May 2020 Tom Nook UK @AC_Isabelle [News] The musicians behind the main theme of #AnimalCrossing : New Horizons have come together virtually for this special performance. We hope you enjoy it! #ACNH

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1.1M Source | Twitter Internal data, May 2020 views of Fortnite Party Royale LIVE on Twitter

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Source | Twitter Internal data, May 2020

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Audience

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Twitter users want to see more from Gaming brands 91% Source -Kantar TNS Twitter Consumer Deep Dive Survey, 2018 of the Gaming audience on Twitter have taken an action on Twitter 92% Source | Kantar TNS Twitter Consumer Deep Dive Survey, APAC, 2018

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TwitterActivityfor Gamers 94%Weekly or more often 78%Daily or more likely 62%Constantly or Multiple Times a day Source | Kantar TNS Twitter Consumer Deep Dive Survey, APAC, 2018

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48%follow brands on Twitter Source | Kantar TNS Twitter Consumer Deep Dive Survey, APAC, 2018

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Understand the behaviour and needstate of gaming during COVID Source | Twitter Internal, conversation data around Gaming, 1 Jan 2020 - 31 Mar 2020, location: ID/MY/PH/SG/TH, retrieved Apr 2020.

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Levelling up during COVID-19 SEA - TH, ID, SG, MY, PH Analysis of 5M tweets (Jan-Apr 2020) Insights into the conversation

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Gaming Need States Breaking down the 4 main need states for mobile gamers by their motivation and preference towards gaming

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Achieving Thrill Seeking Unwinding Exciting Most likely to play: • Racing Games • Educational Games • Sports Games • Strategic Games • Action & Arcade Games • Role- Playing Games • Puzzle games • Up to 7 Genres with no preference Why they download: • Poses a new challenge • Has high quality graphics • Generates excitement • Poses a new challenge • Links to real life interests • Generates excitement • Links to real-life interests • Has good reviews • Generate excitement • Poses a new challenge • It’s a new genre/ type of game Why they uninstall: • Finished the game • Took too much memory • Got bored • Got bored • Took up too much memory • Finished the game • Got bored • Took up too much memory • Finished the game • Got bored • Took up too much memory • Finished the game Kantar TNS, “APAC Mobile Gaming Study Cross Market Report,” October 2018

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Socialising. Normalising. Idling COVID-19 triggered need states:

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NormalisingSocialising Most confined within their own homes, individuals are turning to games to stay connected with their friends and families. With the pandemic disrupting everyone’s lives one way or another, individuals are turning to games to seek some form of normalcy in their daily routine. Idling Restricted movement limits the activities that can be done indoors, and gaming serves as an outlet to pass time during this mundane period.

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Socialising Staying connected to Family and Friends Not keen to Connect Most socialising THID SG PH MY

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Singapore Friends and partners are virtually spending time together by having their game characters interact in the same space within games like Animal Crossing and Minecraft.

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Malaysia Not limited to friends, social activities also prioritise family time as well as getting to engage with netizens online

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The official PUBG MOBILE competition for prizes worth over 2 million baht Username @handle Thailand Socialising in gaming has been led by Esports groups who have launched “Esports from home” tournaments to keep people from going out

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Normalising Seeking normalcy in their daily routine Part of Normal Routine Escape from Reality TH IDSG PHMY

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Singapore Amidst the Circuit Breaker, people are balancing their daily routine of work, studying and chores with some form of gaming involved. Some have even hosted graduation ceremonies in games like Minecraft.

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Malaysia Individuals use games as their way to continue with mundane daily routines, especially during a time of restricted movement.

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Thailand Gaming has been promoted to relieve stress during the pandemic.

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Indonesia Gaming plays less of a cohesive role, where individuals are not as keen to chat or establish a relationship through the channels

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This lockdown has got to my fiancé… I said to him “apparently there was a meteor shower tonight” and he asked whether irl or in #ACNH Username @handle Philippines Filipinos have not just used games as a venue to hangout with friends but also to have creative collaboration with them (especially with games like Animal Crossing and Mindcraft).

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Key Insights for targeting 1 2 3 Indonesia struggles with connectivity - look towards offline gaming 4 Malaysia female gamers more focused on developing an external connection 5 Philippines & Thailand expressions of normalising focused on eSports conversations Gaming exposes differences in purchasing power Singapore vs. Thailand Need-state fulfilment reduces $ barriers Thailand eSports now carries greater value

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Level 2 Accelerated Interactive Twitter Gaming conversation has been boosted and continues to rise Delivering key need states to connect with friends - an advantage over TV? Connecting to the gaming conversation

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Connect with what's happening in Gaming and eSports with Amplify Sponsorships Esports General Gaming Always on

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Inspired Get

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Gaming Convention / Location : E3 2019 (@XBoxANZ) Attendance: 70K Player: XboxANZ (@XboxANZ) Challenge: Generate Brand Awareness, Increase Brand Affinity, Connect with growing network of gamers The Game: E3 Expo

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First View Auto Reply Promoted Trend

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Xbox’s Successful Results Drive real-time engagement during E3 2020 Benchmark Rate +30% Overall Sentiment +2x Share Voice +20%

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Questions or Feedback?   Please kindly reach out to your Twitter Client Partners, or email us at twittertalk@twitter.com.

More Related Content

Decoding the gaming audience

  • 2. Notanewtrendbutanacceleratedone Strongpositiontooffer morethanTV? Source | Twitter Internal, conversation data around Gaming, 1 Jan 2020 - 31 Mar 2020, location: ID/MY/PH/SG/TH, retrieved Apr 2020.
  • 3. Source | Twitter MI&A APAC | https://www.techtimes.com/articles/57048/20150604/gaming-go-future-mobile-vs-consoles.htm 1990 2000s 2010s 2020s Gaming Timeline Gaming Consoles were popular Atari 2600 VCS Nintendo Entertainment System Nintendo’s Gameboy Sega Genesis Sony’s Playstation Pre- installed, Snake Move into more portable gaming methods PS2 Microsoft’s Xbox Nintendo release DS Sony’s Playstation Portable X360 Cross Fire Angry Birds (2009) Plants vs Zombies (2009) Nintendo Wii U2 Candy Crush Saga (2012) PS, PS4 Pro Pokemon GO (2016) PUBG Fortnite Just Dance Hyper Casual Gaming Rise of Mobile gaming Animal Crossing increases in popularity PS5 Coming soon Rise in a different
  • 4. 100M unique online viewers for the “League of Legends” World Championship finals in South Korea in Nov. 2018 Source | Twitter MI&A APAC Number of viewers during the Super Bowl 2018 98M VS
  • 5. 5MViewers up to date on Twitter for the best Fortnite solo player in the world Source | Twitter MI&A APAC Tweet The best Fortnite player in the world 16-year-old @bugha takes the Fortnite World Cup Solos title and wins #3M B/R Gaming @BRGaming 5M views 5:03 AM · 29/7/19 · Twitter Media Studio
  • 6. +28% Source | Kantar Twitter Audience Deep Dive Research, market: APAC the Twitter audience is more likely to play games (online, on their phone, or on a console) vs. online population
  • 7. APAC Gaming conversation is rising April 2020 yoy +55% COVID boost Source | Twitter Internal data, Gaming, JAPAC(SG, ID, MY, TH, PH, AU, IN, JP), April 1st 2019 - May 11th 2020.
  • 8. 247MTweets about Gaming across APAC in April Source | Twitter Internal data, Gaming, JAPAC(SG, ID, MY, TH, PH, AU, IN, JP), April 2020.
  • 9. 103MUnique Authors Source | Twitter Internal data, Gaming, JAPAC(SG, ID, MY, TH, PH, AU, IN, JP), April 2020.
  • 11. 16.7MTweets around Animal crossing from 1- 12 May 2020 globally Source | Twitter Internal data, May 2020
  • 12. Having fun but also staying connected to friends - especially for GenZ in SEA Source | Twitter Internal data, May 2020
  • 13. Source | Twitter Internal data, May 2020 Tom Nook UK @AC_Isabelle [News] The musicians behind the main theme of #AnimalCrossing : New Horizons have come together virtually for this special performance. We hope you enjoy it! #ACNH
  • 14. 1.1M Source | Twitter Internal data, May 2020 views of Fortnite Party Royale LIVE on Twitter
  • 15. Source | Twitter Internal data, May 2020
  • 17. Twitter users want to see more from Gaming brands 91% Source -Kantar TNS Twitter Consumer Deep Dive Survey, 2018 of the Gaming audience on Twitter have taken an action on Twitter 92% Source | Kantar TNS Twitter Consumer Deep Dive Survey, APAC, 2018
  • 18. TwitterActivityfor Gamers 94%Weekly or more often 78%Daily or more likely 62%Constantly or Multiple Times a day Source | Kantar TNS Twitter Consumer Deep Dive Survey, APAC, 2018
  • 19. 48%follow brands on Twitter Source | Kantar TNS Twitter Consumer Deep Dive Survey, APAC, 2018
  • 20. Understand the behaviour and needstate of gaming during COVID Source | Twitter Internal, conversation data around Gaming, 1 Jan 2020 - 31 Mar 2020, location: ID/MY/PH/SG/TH, retrieved Apr 2020.
  • 21. Levelling up during COVID-19 SEA - TH, ID, SG, MY, PH Analysis of 5M tweets (Jan-Apr 2020) Insights into the conversation
  • 22. Gaming Need States Breaking down the 4 main need states for mobile gamers by their motivation and preference towards gaming
  • 23. Achieving Thrill Seeking Unwinding Exciting Most likely to play: • Racing Games • Educational Games • Sports Games • Strategic Games • Action & Arcade Games • Role- Playing Games • Puzzle games • Up to 7 Genres with no preference Why they download: • Poses a new challenge • Has high quality graphics • Generates excitement • Poses a new challenge • Links to real life interests • Generates excitement • Links to real-life interests • Has good reviews • Generate excitement • Poses a new challenge • It’s a new genre/ type of game Why they uninstall: • Finished the game • Took too much memory • Got bored • Got bored • Took up too much memory • Finished the game • Got bored • Took up too much memory • Finished the game • Got bored • Took up too much memory • Finished the game Kantar TNS, “APAC Mobile Gaming Study Cross Market Report,” October 2018
  • 25. NormalisingSocialising Most confined within their own homes, individuals are turning to games to stay connected with their friends and families. With the pandemic disrupting everyone’s lives one way or another, individuals are turning to games to seek some form of normalcy in their daily routine. Idling Restricted movement limits the activities that can be done indoors, and gaming serves as an outlet to pass time during this mundane period.
  • 26. Socialising Staying connected to Family and Friends Not keen to Connect Most socialising THID SG PH MY
  • 27. Singapore Friends and partners are virtually spending time together by having their game characters interact in the same space within games like Animal Crossing and Minecraft.
  • 28. Malaysia Not limited to friends, social activities also prioritise family time as well as getting to engage with netizens online
  • 29. The official PUBG MOBILE competition for prizes worth over 2 million baht Username @handle Thailand Socialising in gaming has been led by Esports groups who have launched “Esports from home” tournaments to keep people from going out
  • 30. Normalising Seeking normalcy in their daily routine Part of Normal Routine Escape from Reality TH IDSG PHMY
  • 31. Singapore Amidst the Circuit Breaker, people are balancing their daily routine of work, studying and chores with some form of gaming involved. Some have even hosted graduation ceremonies in games like Minecraft.
  • 32. Malaysia Individuals use games as their way to continue with mundane daily routines, especially during a time of restricted movement.
  • 33. Thailand Gaming has been promoted to relieve stress during the pandemic.
  • 34. Indonesia Gaming plays less of a cohesive role, where individuals are not as keen to chat or establish a relationship through the channels
  • 35. This lockdown has got to my fiancé… I said to him “apparently there was a meteor shower tonight” and he asked whether irl or in #ACNH Username @handle Philippines Filipinos have not just used games as a venue to hangout with friends but also to have creative collaboration with them (especially with games like Animal Crossing and Mindcraft).
  • 36. Key Insights for targeting 1 2 3 Indonesia struggles with connectivity - look towards offline gaming 4 Malaysia female gamers more focused on developing an external connection 5 Philippines & Thailand expressions of normalising focused on eSports conversations Gaming exposes differences in purchasing power Singapore vs. Thailand Need-state fulfilment reduces $ barriers Thailand eSports now carries greater value
  • 37. Level 2 Accelerated Interactive Twitter Gaming conversation has been boosted and continues to rise Delivering key need states to connect with friends - an advantage over TV? Connecting to the gaming conversation
  • 38. Connect with what's happening in Gaming and eSports with Amplify Sponsorships Esports General Gaming Always on
  • 40. Gaming Convention / Location : E3 2019 (@XBoxANZ) Attendance: 70K Player: XboxANZ (@XboxANZ) Challenge: Generate Brand Awareness, Increase Brand Affinity, Connect with growing network of gamers The Game: E3 Expo
  • 41. First View Auto Reply Promoted Trend
  • 42. Xbox’s Successful Results Drive real-time engagement during E3 2020 Benchmark Rate +30% Overall Sentiment +2x Share Voice +20%
  • 43. Questions or Feedback?   Please kindly reach out to your Twitter Client Partners, or email us at twittertalk@twitter.com.