PGB on media
The research Game Brasil 2019, conducted by the Sioux Group, Blend News Research, ESPM, through Gamelab and Go Gamers, traces the demographic and behavioral profile, as well as several particularities about digital games, eSports and consumer habits of players, Far beyond the games. 66.3% of Brazilians have the habit of playing digital games, smartphone is the main platform of games for 83% and 60.3% have heard of eSports
APesquisa Game Brasil (PGS) is in its 6th edition, bringing the current scenario of the gaming market with several approaches of consumption habits on the main game platforms. Held by the Sioux Group, Blend News Research, ESPM, through Gamelab and Go Gamers, PGB has the joint efforts of market professionals and the academic environment. In addition to the data related to the Brazilian market, the new edition brings information about gamers from Latin America. Following the same methodology of previous years, PGB was held in February and had the participation of 5,110 people, interviewed in Brazil in 26 states and in the Federal district and in Mexico, Argentina, Chile and Colombia.
Profile of the Brazilian Gamer
The survey revealed that 66.3% of Brazilians play electronic games, regardless of the platform. "Even in the range between 25 and 54 years the penetration is fairly high (61.9%), contradicting the common sense that gamers are teenagers. This makes sense with the evolution of the industry and national trade of digital games, present in a significant way in the country since the beginning of the years 1980. In other words, 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 today in this age group. "says Lucas Pestalozzi, President of Blend New Research.
The research considered that gamers are all those who claimed to have the habit of playing digital games, regardless of game style, frequency throughout the week, duration of matches and knowledge about games, software and related hardware. "It's very similar to what happens to football fans. The word "supporter" represents who has at least one affinity with a given team, but does not necessarily accompany it in the stadium, or live this sport as the main form of entertainment. 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 ", Complements Guilherme Camargo, CEO of the Sioux Group.
As the main game platform option among Brazilians, we first have the smartphone, with 83%, followed by videogame 48.5% and notebooks 42.6%. When asked about which game platform is preferred, smartphones appear with 45.3%, followed by video games, with 26.5%, and computers in third place, with 12.8%.
By choosing the reasons for their preferences, consumers reveal what they are looking for today on a digital gaming platform: 1) practicality (29.2%); 2) [ter sempre à mão]access (28.1%); 3) be able to play anywhere (27.8%); 4) be accessible (21.0%); and 5) Image quality (17.6%) . This shows that most consumers today have preferred convenience rather than the aesthetic quality of the games, reflecting the popularization of smartphones.
Gamers – Hardcore vs Casual
In PGB 2019, two main gamer profiles were highlighted. Mauro Berimbau, professor and coordinator of Gamelab at ESPM explains the technique: "In the questionnaire, we asked if the interviewee considered himself a gamer. Purposely, we do not define the meaning of the word. Our intention is to compare the image that respondents have in their minds about what a gamer is with their game consumption practices, in order to draw a profile more directly 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 ", complements Mauro.
Among the most significant differences, it was perceived that hardcore gamers are men (58.9%) Between 25 and 34 years (41.3%). In the casual public gamer women represent the majority with 58.8% between 25 and 34 years (35.9%).
The research questioned all respondents about the importance of digital games within their entertainment activities. Among the hardcore gamers, 79.2% said the digital game is their main form of entertainment, and their preference is for videogame as a platform (41.8%).
From a market standpoint, hardcore gamers are a smaller but very significant population. They also play a lot on smartphones, but prefer videogames and computers. They play more than 3 times a week, with matches that last around 3 hours, and this audience is common to buy more than 10 games throughout the year.
Among the characteristics of casual gamers, the survey mapped that this public consumes games mainly on smartphones (57.8% has this as the preferred platform). As a media consumption habit, these players play up to 3 times a week, with departures taking from 1 to 3 hours per session. While buyers of digital games usually buy 3 games from the platforms they like throughout the year.
Consumption habits in Games: Mobile
The mobile, mostly represented by the smartphone, showed itself as the main platform to play Brazilians in PGB 2019. The results of the research showed that 83% of Brazilians usually play in this type of device, and the main reasons are: the possibility of playing anywhere (31.4%), the practicality of the apparatus (31.0%), always having it at hand (30.6%), being Accessible (21.8%) and easier (16.9%).
Smartphone mobility is the most important criterion for these players. "We believe that" practicality "and" accessibility "are related to the possibility of playing at any time, anywhere. Many smartphone games enable short matches, where you can complete meaningful tasks in less than 10 minutes of gameplay – something not very common within computer games and videogames "says Guilherme Camargo.
Consumption habits in Games: Videogames
The main audiences of videogames are the hardcore gamers, usually men of class A or B, represented mainly by the public up to 34 years old. A significant part of casual players (38.8%) Usually play on this platform, but prefer the mobility of smartphones.
Among those who chose the videogame as their favorite gaming platform, the motives that lead them to like it are: better graphics/images (35.3%), greater control (29.8%), more practical (25.4%) and does not lock (18.2%), being the first (graphic quality of the games) a very important criterion for the hardcore public.
The factor that best distinguishes the casual of hardcore gamer on the platform of videogames is the frequency of their matches, with 37.7% of the hardcore playing every day against only 8.6% of casual players with the same behavior. There is also a difference with respect to the types of games they like. Although the preference for action games, adventure and strategy is high in both profiles, casual players like more sports games (59.2%), while hardcore gamers prefer shooting games (70.2%).
Consumption habits in Games: computer
The main audience of this platform are men of class A or B. Among those who chose the computer as their favorite gaming platform, the reasons that lead them to like are: better graphics/images (26.0%), practicality (24.2%), control (20.4%) and freedom (18.6%).
The research shows that the use of the computer is quite varied, being a very important platform to work and study, mainly. Among casual players, this is the most important activity they perform on their machines (study). Hardcore gamers dedicate their use to digital games, considering this the most important activity they do on their computers, ahead of use for work and study.
Among the preferred categories of casual gamers, we highlight the strategy games (53.1%), action (47.9%) and adventure (46.9%), showing the categories of letters (44.6%) and simulation (41.4%). Hardcore gamers demonstrate a similar taste to hardcore videogame players, demonstrating preference for strategy (76.9%), action (74.1%) and shooters/shooting (71.9%).
PGB 2019 sought to map the knowledge of Brazilian players in eSports, practice of modalities and consumption of matches by TV or streaming channels: 60.3% affirmed to know the modality and 48.0% of these practice.
In this mapping, it was noticeable that the hardcore public is the most involved segment with eSports: Almost 70% practice some title. Among the segment of casual gamers, there are the least adherents, with only 31.3%.
The survey shows that 35% of the hardcore public claimed to have played in competitive mode.
Despite its growth in consumption and in space in the media, eSports can still be considered as new, since many Brazilian players still do not know the activity. This also leads to some shocks between old practices and the new demands of digital sports practices. "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," explains the professor Mauro Berimbau. "In eSports, there is no physical requirement in its practice that justifies this difference. The reason for this seems to be thematic affinity with the game "complements the professional.
In relation to the spaces of consumption, there is a clear domain today of YouTube, with 60.6% of the public hardcore following matches on this channel, followed by Facebook (38.4%), pay TV (34.0%) and Twitch (21.2%).
Consumption of Brazilian Gamers
A fundamental feature of the consumption of digital games is that there are few players who dedicate themselves fully to the game. The practice of consuming games is usually linked to other activities. The main accompanying consumption of digital games is 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 survey revealed that hardcore Gamerscostumam consume more food than casual ones. In essence, the latter usually consume 2 product categories during their departures, mainly snacks/snack (31.6%) and juices (31.1%), while hardcore consume from 2 to 3 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 hardcore do not consume streaming videos.
The main champion between the two profiles is Netflix, with 60.6% of the casual gamersconsuming the streaming service and 67.4% of the hardcore on this platform.
Another profile difference is in the consumption of streaming music. Most of the casual gamers (52.5%) does not sign any service of the type, while only 26.7% Doshardcore gamers do not consume streaming music. The champion in the taste of Gamerbrasileiro is Spotify, with 32.4%, followed by Deezer, with 11.4%.
Parents, children and games relationship
From the total sample of PGB 2019 research, parents, regardless of playing games, claim that 84% of their children play and 68.2% have the custom to play along with them. When we consider only parents who claim to play digital games, this number rises to 90.5% of respondents. The survey also reveals that 83.2% of paisgamers play with their children, A trend that has already been confirmed in the latest editions of PGB.
The research noted that the involvement that parents have with the games is directly proportional to the acceptance they possess in relation to the consumption of digital games of their children. When stated that "children should be prevented from playing before bedtime", most of the parents interviewed agreed fully with the statement (48.7%). Hardcore gamers parents, in turn, had a less discrepant position in relation to the subject (42.3%). "The involvement of parents with digital games makes their overall opinion about game consumption more favorable than those parents who are less involved. At the same time, this involvement does not make parents have a different opinion than others, only less incisive, "says Matheus Marangoni, professor at ESPM.
A point that returned to the recent discussion was violence in digital games as a negative influence for children and adolescents. PGB 2019 noted that parents are divided in relation to the topic, but most do not believe that digital games lead to aggressive behavior. 41.3% of parents disagree (totally or partially) that digital games are able to promote this behavior, while parents hardcore players tend to oppose this assertion more, COM48, 5% of disagreement. "This shows that parents are still insecure about the topic" points out Matheus. "Many scientific researches understand that digital games influence their players, but that responsibility for a behavioral phenomenon cannot fall on a single source of influence, and there are several other contextual issues of the subject That should be evaluated to reach some consistent conclusion. "
Another issue that leaves parents divided, whether they are hardcore players or not, is the influence that digital games possess in the learning of their children. Even among gamers parents, the opinion is dichotomous: 37.6% disagree (partially or totally) that the games may hinder, while 41.6% agree (in whole or in part). " Our hypothesis is that parents observe the behavior of their children, who can direct more effort to the games than to the school's tasks. The digital games probably end up serving as an escape for children and teenagers, masking other problems about the lack of interest on the school content "complements the teacher.
Latin America Profile
The LATAM panel of the research Game Brasil 2019 sought to outline the general profile of the Latin player, structuring it from the information collected. The research revealed that in other countries (Mexico, Argentina, Colombia and Chile), 52.6% have the custom of playing electronic games, regardless of the platform. Among the players, we have a balance between men (50.3%) and women (49.7%). "Even if it differs from the results that we obtained in Brazil, this data still breaks the always masculine stereotype of the figure of a player. Women represent half of the Latin American market, possessing habits and behaviors of their own when playing "comments Guilherme Camargo.
Regarding age, the research shows that the habit of playing is extremely widespread in the age groups that encompass adolescents and young adults, since 67.7% of the players have up to 34 years. Although the percentage is somewhat lower, those between 35 and 54 years old also occupy a large portion of the public (29.2%).
When asked about the platforms in which players are accustomed to play, the smartphone has consecrated the great champion (81%), by a margin of difference quite expressive when compared to the alternatives. The computer, for example, holder of the second place among the platforms that are most inserted in the consumption habits of the players, obtained 33.6% of the answers followed by the videogame (33.3%) and tablet (19.8%).
About PGB (search Game Brazil)
The research Game Brasil is in its 6th edition, bringing the current scenario of the gaming market with several approaches of consumption habits on the main game platforms. The research has evolved and has a free version, with the main results, and a premium version, with cross-cutting and in-depth analysis for generating insights. Performed by Sioux Group, Blend New Research, ESPM through Gamelab and Go Gamers.
[OLHAR DIGITAL] X-Ray of the Brazilian gaming market24/06/2019
In its sixth edition, the search Game Brazil has made an X-ray of the national scenario of videogames. This year, … Continue reading “[OLHAR DIGITAL] X-Ray of the Brazilian gaming market”Keep reading
[GAZETA ONLINE] Digital games are not just for teenagers, says research24/06/2019
The research was conducted by the companies Sioux Group, Blend News Research, ESPM, through Gamelab and Go Gamers. Research on … Continue reading “[GAZETA ONLINE] Digital games are not just for teenagers, says research”Keep reading
[UOL] Study: 82% of Brazilian gamers see ads to earn items or lives24/06/2019
Two-thirds of Brazilians play some kind of electronic game–most of them on their phones. Among these players, 82% watch video … Continue reading “[UOL] Study: 82% of Brazilian gamers see ads to earn items or lives”Keep reading