PGB on media
Search Game Brasil 2019 reveals demographic and behavioral profile of the country's gamers
More than 66% of Brazilians play electronic games, the smartphone is the main gaming platform for 83% and 60.3% have heard about eSports. These are some results of the Game Brasil 2019 Research (PGB), which traces the demographic and behavioral profile, as well as particularities about digital games, eSports and consumer habits of the players.
The 6th edition of PGB is performed by the Sioux Group, Blend News Research, ESPM, through Gamelab and Go Gamers. She considers gamers all who claimed to have the habit of playing digital games, regardless of game style, frequency, duration and knowledge about games, software and related hardware.
In addition to the Brazilian market data, the new edition has information about gamers from Latin America. The survey was conducted in February with 5,110 people, interviewed in Brazil in 26 states and in the Federal district, and in Mexico, Argentina, Chile and Colombia.
Goodbye, Common s
ense According to Lucas Pestalozzi, president of Blend New Research, the data contradthe common sense that gamers are teenagers. In the range of 25 and 54 years, for example, penetration is 61.9%. "This makes sense with the evolution of the industry and national trade of digital games, present in a significant way in Brazil since the years 1980. The children and teenagers of the time, who grew up in an environment populated by digital games and had in their memories and habits of consumption records of these playful experiences, are in this band, "he says.
Guilherme Camargo, CEO of the Sioux Group, comments that the concept is similar to what happens to football fans. "In the world of games, the same thing happens: you don't necessarily have to be a hardcore gamer to have a degree of involvement with this segment," he adds.
The main game platform option among Brazilians is the smartphone, with 83%. In the following they appear videogame (48.5%) and notebooks (42.6%). The preference ranking has smartphones leading with 45.3%, followed by video games (26.5%) and computers (12.8%).
The reasons for preference and what they seek on a platform of digital games are practicality (29.2%), always access by hand (28.1%), be able to play anywhere (27.8%), be accessible (21.0%) and have image quality (17.6%).
Gamers – Hardcore and CasualA
research has highlighted two profiles of gamers: Hardcore and casual. Mauro Berimbau, professor and coordinator of Gamelab at ESPM explains the technique of asking if the interviewee considered himself a gamer, but without defining the meaning of the word. The intention was to compare the image they have about what a gamer is and to draw a profile more related to the habit of consumption. "Compared to more mature markets, where a more stratified segmentation is needed, in Brazil we are in a previous stage. Reflection of the ecosystem and production chain present in the country, "he says.
The most significant differences point out that hardcore gamers are men (58.9%) Between 25 and 34 years (41.3%). The casual public gamer has women as a majority with 58.8% between 25 and 34 years (35.9%).
About the importance of digital games, hardcore gamers (79.2%) said that the digital game is the main form of entertainment, and its preference is by videogame as a platform (41.8%). They play more than three times a week, in matches that last around 3 hours, and buy more than 10 games throughout the year.
The public casual gamers consume games mainly on smartphones (57.8%). They play up to three times a week, with departures taking from one to 3 hours per session, and buy three games from the platforms they like throughout the year.
Main platforms the
mobile showed itself as the main platform to play Brazilians in PGB 2019. 83% of Brazilians usually play in this type of device, mainly by playing anywhere (31.4%), having practicality in the apparatus (31.0%), always having it at hand (30.6%), being accessible (21.8%) and easier (16.9%).
The main audiences of videogames are hardcore gamers, usually men of class A or B, up to 34 years of age. A significant part of casual players (38.8%) Usually play on this platform, but prefers smartphones. Among those who chose the videogame, the motives are better graphics/images (35.3%), greater control (29.8%), more practical (25.4%) and does not lock (18.2%).
The main computer audience are men of class A or B. The reasons are better graphics/images (26.0%), practicality (24.2%), control (20.4%) and freedom (18.6%).
SA PGB also mapped the knowledge of Brazilian players in eSports, practice of modalities and consumption of matches by TV or streaming channels. 60.3% reported knowing the modality and 48.0% of these practice. The survey made it clear that the hardcore public is the most involved with eSports: almost 70% practice. Casual gamers account for 31.3%.
Berimbau, from ESPM, comments that this leads to some shocks between old practices and the new demands of digital sports. "Traditional sports are separated by gender, by supposed biological differences among participants for the purposes of competitive balancing of modalities, although the scientific community does not have consensus in relation to this reason. In eSports, there is no physical requirement in its practice that justifies this difference. The reason for this seems to be a thematic affinity with the game, "he says.
With regard to consumer spaces, YouTube dominates with 60.6% of the hardcore audience following matches on this channel, followed by Facebook (38.4%), pay TV (34.0%) and Twitch (21.2%).
.. There are few players who fully dedicate themselves to the game. The practice is usually linked to other activities, such as watching TV (48.3%), listening to music (41%), surfing the Internet (23.5%), eating (23.5%) and drinking (23.3%).
Among the products consumed in the matches, the casual gamers usually consume two product categories during the matches, mainly snack/snack (31.6%) and juices (31.1%), while the hardcore consume from two to three categories, mainly soda (39%), snacks (38.1%) and juices (35.7%).
On the streaming video services consumed, hardcore gamers tend to consume more than casual ones. While 32.7% of these do not subscribe to any of the services, only 15.9% of the hardcore do not consume streaming videos.
The main champion between the two profiles is Netflix, with 60.6% of the casual gamers consuming the streaming service and 67.4% of the hardcore on this platform.
In the cropping of streaming music consumption, Spotify is the most signed (32.4%), followed by Deezer (11.4%). In addition, 52.5% of casual gamers do not subscribe to any type of service, and 26.7% of hardcore do not consume streaming music.
O PGB Latam Panel outlined the overall profile of the Latin player, structuring it from the information collected. The survey revealed that in Mexico, Argentina, Colombia and Chile, 52.6% play video games independently of the platform. And there is a balance between men (50.3%) and women (49.7%).
Regarding age, 67.7% of the players are up to 34 years old. And who has between 35 and 54 years also accounts for 29.2%.
When asked about the platforms in which players are accustomed to play, the smartphone leads (81%), followed by the computer (33.6%), videogame (33.3%) and tablet (19.8%).
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