Research

How Twitter can connect brands with gamers

By ‎@James_Quilter‎

In terms of passion, video gamers are hard to beat. So it should come as no surprise Twitter is one of the most important platforms for gaming conversation. 

According to our research, as many as 52% of UK Twitter users are interested in gaming. This includes people who have played games on a mobile or console in the last month, or they intend to do so. 

This post focuses on these Twitter Gamers*. It outlines what they want from brands, and the role Twitter can play in moving gamers towards a purchase. 

For an overview, see the infographic below. 

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Who are Twitter gamers?

Compared to the average user, 83% of Twitter's gaming audience** is likely to be using smartphones to access the platform. 

50% of Twitter Gamers describe themselves as more knowledgeable about brands than the average person. Moreover, 37% of Twitter Gamers follow gaming brands such as @RockstarGames. 

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A large proportion of the audience (66%) are daily users with the period between 6pm-9pm seeing the greatest level of activity (53%). 

What Twitter's gaming audience wants from brands

There are numerous options for any gaming brand seeking to engage with Twitter Gamers. 

32% use Twitter after playing a game. While 24% use it to research a game. Crucially, 30% use Twitter to hunt for gaming promotions and deals. 

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Many gaming brands are taking advantage of Twitter Video Cards to preview clips from games. 

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There also big opportunity to build brand influence through videos and information, and industry updates. 

A large number of Twitter Gamers are happy to engage with brands. Out of the group, 51% followed brands to keep up to date with news, while 49% are simply interested in entertaining content. 

37% of Twitter Gamers specifically follow gaming brands. 

How Twitter can help drive sales 

Twitter can also help users make a purchasing decision with 73% of the audience influenced by Twitter at the beginning of the buying journey. 

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Out of this 73%, 49% do their initial research on the platform while 34% have shared content, through likes, retweets, and comments. 

Moreover, a significant 86% of Twitter Gamers have engaged with the brand or its products after viewing gaming-related content on Twitter. 

With such entertaining examples, it is hard not to see why. 

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*Twitter users who played games online, on their mobile phone or on a console in the past one month or so or intend to do in the next one month or so. (Source: Kantar TNS Twitter Consumer Deep Dive Survey, November 2017, United Kingdom Sponsored by Twitter)

**Gaming audience = Twitter users who played games online, on their mobile phone or on a console in the past one month or so or intend to do in the next one month or so

(Source:  Kantar TNS Twitter Consumer Deep Dive Survey, November 2017, United Kingdom Sponsored by Twitter).

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