New Consumers of the Digital Age: Game Players

Abstract

The game market has become one of the fastest growing industries of the digital age. The availability of internet access from anywhere, the diversification of game platforms, the increase in game options and the increase in application stores especially for mobile devices have accelerated this growth in the sector. The purpose of this study was to determine who the new consumers in the developing game industry are, their various demographics, characteristics and purchasing behaviors. Data which were collected by the survey method from 490 game players who participated in Gamescom, the world's largest game fair held in Cologne, Germany between 20-24 August 2019, were analyzed by descriptive statistics, t-test and one-way anova. As a result of the findings, it has been determined that majority of the participants were female, young adults and students. Almost half of the participants have more than 12 years of gaming experience, play games for an average of 3.76 hours a day and an average of 5.16 days per week, prefer to play at home and on their personal computers the most, majority were core gamers, and the favorite game category was action.