Video Games as Form of Self-Expression. More Players Would Like to Look More Like Their Avatars
Video games are still mainly a form of relaxation, but more and more gamers also want to express themselves while playing.
Video games are now a massive industry, and modern hits reach tens, or even hundreds of millions of people. Fandom's latest report provides a somewhat surprising reason why more and more people are playing games.
Creation, imagination, and self-expression
5,000 people took part in the fourth edition of the Inside Gaming study. The survey results were supplemented with data on the activity of 350 million users using 250,000 Fandom's encyclopedia.
It's probably not surprising that most players are motivated by the desire to relax with electronic entertainment. However, more and more people are turning to video games for creative purposes, i.e. self-expression. This year, 46% of those surveyed cited this reason, which is 10 percentage points higher than in 2023.
Stress relief and self-expression are the main reasons why people play games. Source: Fandom.
Furthermore, according to Fandom data, people desiring to express themselves in games have a 30% higher chance of spending more time playing. In turn, 60% of respondents stated that "self-expression" (including self-creation) in this medium is more important to them than it used to be.
Therefore, these players have a more positive view of titles that offer them many creative options and "customization," especially in terms of the virtual avatar's appearance (76%). The leaders are, of course, Fortnite, Roblox, and Minecraft but players also appreciate Grand Theft Auto, Genshin Impact, The Sims, and Stardew Valley.
Games and reality
At the same time, 80% of those surveyed think that their in-game personality differs from their real-life one, with over half wishing for this gap to narrow, and 72% expressing a more positive attitude towards brands that would enable them to align more closely with their virtual self. This particularly applies to "people aged 18-34, multicultural (specifically African American and Hispanic), as well as women and non-binary audiences."
Additionally, 32% of gamers surveyed would like to look more like their in-game avatars. Therefore, the study's authors suggest that fashion and cosmetic brands should consider products for gamers (although it appears that some companies have already thought of this idea).
Apart from this superficial aspect, 64% of those surveyed view communities focused on video games as a "safe space" where they can genuinely be themselves. At the same time, 48% of survey participants expressed a wish for their "real-life" (IRL) abilities to be as high as their "gaming skills."
From character customization to cosplay and content creation, video games have empowered gamers to explore, express and enhance their identity - nearly two thirds of gamers claim it’s easier to be themselves with a controller in their hands. "With the growing significance of gaming as a means for self-expression and personal evolution, it's crucial for brands to connect to these motivators to help players bring their gaming personas to life in the real world," said Stephanie Fried, Chief Marketing Officer (CMO) of Fandom.
The authors of the report also highlight an "opportunity" for companies to explore "how they can create ways to provide gamers with products that enhance IRL skills and provide a sense of accomplishment and achievement they get while playing."
