1、Living consumer intelligence|U N I T E D S T A T E SSpending forsustainabilityGreen Gamers:Green Gamers Report2A hot-button opportunity As of August 2023,more than 36%of Americans say they play at least an hour of video games on a console or computer every week.Within this group,62%say theyThis audi

2、ence has more disposable income than the average American,listens to podcasts and trusts sponsorships of their favorite esports teams and players.Dont mind paying more for products that are good forthe environment.”Our report explores this group of Green Gamers:of Americans who play console or compu

3、ter games for at least an hour per week and who dont mind paying more for green products.21%3PauseThis report focuses exclusivelyon console/PC gamers.To learn more about the 42%of Americans who play mobile games for at least hour per week,check out YouGovs US Mobile Gaming Report 2023.3Green Gamers

4、ReportTime spent playing console/PC games weekly Green Gamers Report4Grouping gamersOf the 36%of Americans who play an hour or more of console/PC games weekly,62%dont mind paying more for products good for the environmentHours per weekGen PopNone44%Less than an hour17%1-4 hours25%More than 14 hours1

5、1%Dont know3%I dont mind paying more for products that are good forthe environment 8%23%17%12%40%Tend to disagreeTend to agreeDefinitely disagreeNeither agree nor disagreeDefinitely agreeAmong the 36%of Americans who play 1+hour of console/PC games weeklyYouGov Profiles,August 2023 Young ladsand dad

6、s Green Gamers skew young,male&toward having kids at homeYouGov Profiles,August 2023 Green Gamers Report5Demographics37%of green gamers have children living at home(vs 29%of gen pop)AgeGreen GamersGen Pop 18-29 37%20%30-44 37%27%45-64 18%33%65+8%21%62%MaleGenderFemale38%Green light to spendYouGov Pr

7、ofiles,August 2023Personal monthly discretionary income of Green Gamers say they are likely to purchase a new video game console in the next 6 months(vs 22%of gen pop)Green GamersGen Pop41%34%These gamers have higher discretionary incomes and may invest in a new console soon22%16%15%23%48%Green Game

8、rs Report622%27%Less than$250$250 to$999$1,000+Dont know/prefer not to sayGreen Gamers:Play 1+hr of games weekly,dont mind paying more for sustainable products(N6000)Green Gamers Report7Green genresCompared to gamers who wouldnt pay more for sustainable products,green gamers prefer playing MOBA(Mult

9、iplayer Online Battle Arena),indie,and battle royale games.YouGov Profiles,August 2023Non-Green Gamers:Play 1+hr of games weekly,do mind paying more for sustainable products(N2500)Game type playedGreen GamersNon-Green GamersIndexMOBA14%7%204Indie19%12%154Battle Royale19%13%152Music,Dance and Singing

10、11%7%150Massively Multiplayer/RPGs28%19%148Racing31%21%145Sports26%19%141Fighting22%16%136Party Games18%14%134Horror19%15%131Non-Green Gamers:Play 1+hr of games weekly,do mind paying more for sustainable products(N750)Green Gamers Report8Green gamesYouGov Profiles,August 2023Over-indexing franchises

11、 considered by fewer than 10%of Green Gamers(e.g.Legends of Runeterra)excluded from this chart.Franchise theyd consider playing Green GamersNon-Green GamersIndexPLAYERUNKNOWNS BATTLEGROUNDS11%4%288VALORANT10%4%265FIFA21%11%189Rocket League12%7%179Plants vs.Zombies15%9%173Mass Effect10%6%169Fortnite1

12、8%11%167League of Legends12%7%165The Sims18%11%162Counter-Strike:Global Offensive(CS:GO)10%6%156Track your franchisesGreen Gamers:Play 1+hr of games weekly,dont mind paying more for sustainable products(N1700)Looking at franchises considered by at least 10%of Green Gamers,PUBG and VALORANT jump off

13、the charts relative to Non-Green Gamers.More engaged with the earth and esportsof Green Gamers watch competitive video gaming(vs 23%Non-Green Gamers)36%5%6%7%6%13%9%12%13%13%20%League ofLegendsFIFAApexLegendsCall ofDuty:MobileCall ofDutyGreen GamersNon-Green GamersGreen Gamers Report9YouGov Profiles

14、,August 2023(N5000)10Green Gamers will likely respond to brands that help them be more sustainableGreen GamersNon-Green Gamers“I try to use less electricity to help the environment”48%80%“I need help to reduce the amount of plastic I use”“I try to buy only from companies who are socially and environ

15、mentally responsible”37%70%24%65%YouGov Profiles,August 2023(N8,000)Green Gamers ReportGreen Gamers Report11Listening while playing?38%25%23%20%16%21%11%10%13%9%0%5%10%15%20%25%30%35%40%Green GamersGen Pop41%of Green Gamers spend 6+hours listening to podcasts per week(vs 19%gen pop)56%stream 6+hours

16、 of music per week(vs 34%g gen p pop)SpotifyAmazon MusicGoogle PodcastsApple PodcastsPandoraSpotifyAmazon Prime MusicApple MusicPandoraAmazon Music unlimitedUnderstand media habitsWhere they listen to podcasts Music streaming services used38%26%22%16%12%33%24%18%20%8%0%5%10%15%20%25%30%35%40%12Green

17、 gamers like brands that take a stanceYouGov Profiles,August 2023“I like brands that are willing to get involved in social issues”(vs 28%Non-Green Gamers)69%“I like when companies have a moral message”(vs 46%Non-Green Gamers)74%73%“Companies and their brands should be able to express how they feel o

18、n a topic”(vs 48%Non-Green Gamers)Morality-focused advertisingGreen Gamers ReportGreen Gamers:Play 1+hr of games weekly,dont mind paying more for sustainable products(N10,000)Non-Green Gamers:Play 1+hr of games weekly,do mind paying more for sustainable products(N4,200)13Advertise sustainability eff

19、ortsto Green Gamers through their favorite teams and gamersYouGov Profiles,August 2023“I love seeing that my favorite team hascool sponsors”(vs 35%Non-Green Gamers)60%“I like to support my teams by buying products from their sponsors”(vs 30%Non-Green Gamers)54%54%“I enjoy watching advertisements wit

20、h my favorite celebrities”(vs 30%Non-Green Gamers)Green Gamers:Play 1+hr of games weekly,dont mind paying more for sustainable products(N10,000)Non-Green Gamers:Play 1+hr of games weekly,do mind paying more for sustainable products(N4,200)Celebrities and sponsorshipsGreen Gamers ReportCTA slide14You

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