1 INDEX
1_Introduction 2_The casual gamer landscape 3_The hardcore community 4_Watch Out 5_Conclusion
Press Start
2 jun’2020 THE GAMING BOOM: 1/5 BEYOND MAINSTREAM
The Covid-19 crisis made Gaming go beyond mainstream for a simple reason: a lot of people started playing during lockdown.
INTRODUCTION This report will take you through some key insights on what's relevant for the two major audiences: hardcore gamers and casual gamers.
The cultural insights you are about to see are based on data from Winnin Insights, our proprietary video intelligence software. GAMING Total Engagement (Millions) Great insights await you. Enjoy!
PS: All videos in this report are clickable. :-)
MILLIONS
Winnin InsightsWinnin global Insights data from global Facebook, data Youtube from Facebook, and Instagram over the last five months. Youtube and Instagram over the last five months. 3 jun’2020
WHO ARE THESE 1/5 GAMERS NOWADAYS?
The old stigma of gamers being nerdy teenage boys couldn't be more inaccurate. In current times, gamers are everyone and everywhere. Hardcore Casual INTRODUCTION Gamers Gamers New formats are reshaping the purposes of gaming. 61,3% _ 61,9% Universes are being combined across the board. Gaming is also fashion, music, dating, among others. 39,2% 16-24 25-34 35,2% years years The different types of games and their new usabilities in this landscape allow not only new gamers to join the Focus: Focus: party, but also hardcore and casual players to coexist, Gaming Non-Gaming all of them consuming extremely diversified content. Brands Brands
Data about brazilian gamers profiles from PGB 2020
4 jun’2020
HOW BRANDS CAN CONNECT WITH THESE GAMERS? 1/5
NON-GAMING GAMING INTRODUCTION BRANDS BRANDS
ENGAGING CASUAL GAMERS ENGAGING HARDCORE GAMERS
Non-Gaming brands are increasingly Gaming brands want to understand trying to understand how to enter the how to nurture a deeper relationship gaming universe in a relevant way. And with their fan communities. the answer is to subvert it’s logic. Hardcore gamers are escaping the Casual gamers love content that sameness by creating their own rules explore new ways of gaming - like in inside their favourite games. They are game events. For them is less about also exploring new and creative ways of who plays better, and more about how gaming. They want to be heard and join to have more fun while playing. the conversation on game making.
5 jun’2020 2_THE CASUAL GAMER LANDSCAPE Insights mainly for non-gaming brands Animal Crossing
In-game Music Events Fortnite Game Fashion Show
_Game-dating _
6 jun’2020 2_THE CASUAL GAMER LANDSCAPE Powered by Winnin
In-game Events Game Fashion Show Game Dating
Total Engagement Winnin Insights global data from Facebook, (Millions) Youtube and Instagram over the last five months.
7 jun’2020 TRENDING IN-GAME MUSIC EVENTS Best Performing Formats: #React #Montage A CATALYST FOR MULTI-FORMAT CONTENT
In-Game Music Events Total Engagement (Millions)
Interactive online games are ressignfying entertainment experiences, merging real life with the virtual world. In-game music events are the ones really shining now. And that’s because they are relevant not only to the actual gamers, but for the entire internet community. Such events create an unusual (but very trendy) type of connection and entertainment, generating organic content that significantly surpass the original production.
Fortnite Winnin Insights global data from Facebook, Youtube and Instagram over the last five months.
8 jun’2020 CLICK ON THUMBS TO WATCH VIDEOS IN-GAME MUSIC EVENTS
Fortnite
9 jun’2020 TRENDING Post-Live Total Views REACTION VIDEOS ARE A HUGE OPPORTUNITY React x Original
Travis Scott had 12.3 million concurrent players watching his concert on Fortnite, an all-time record. Afterwards, the streaming of reaction videos increased sharply, reaching the impressive mark of 160 million views combined.
Ecosystem Formats
With a better look into this post-live ecosystem, we can get a (Millions) glimpse of how different formats are performing. Reaction is the most powerful kind of video and its reproduction far exceeded the total audience of the live concert.
Fortnite Winnin Insights global data from Facebook, Youtube and Instagram over the last five months.
Winnin Insights global data from Facebook, Youtube and Instagram over the last five months. 10 jun’2020 TRENDING IN-GAME FASHION SHOWS Best Performing Formats: #GamePlay #Review A SHORTCUT FOR FASHION BRANDS
Gaming Fashion Show Total Engagement (Millions)
With the evolution of in-game customization tools, such as the addition of incredible skins and other new add-ups to characters, fashion took a huge step into this virtual world, and actually became a pretty big deal. As we said, it’s not just about playing the game anymore. People are literally creating and engaging in in-game fashion events where the players that judge creativity and boldness of the contestants to find a winner. Skins in games are nothing new, but fashion shows format exploded on Fortnite recently, and is gaining popularity in other games, like the newly released Animal Crossing.
Animal Crossing Winnin Insights global data from Facebook, Youtube and Instagram over the last five months.
11 jun’2020 CLICK ON THUMBS TO WATCH VIDEOS IN-GAME FASHION SHOWS
Fashion brands that already tapped this universe:
Animal Crossing
12 jun’2020 TRENDING GAME-DATING Best Performing Formats: #GamePlay #Vlog PLAYERS GONNA DATE
Game Dating Total Engagement (Millions)
Finding love is not an easy task. That’s why several people are making connections and building relationships through gaming. People who game together have common interests and are likely to be a good match - without all the pressure to be on a date. This generates all kinds of highly engaging content you can imagine. From crazy challenges to in-game anniversaries, these socializations are replacing many dating apps for gamers. Sometimes the love of your life can be your Player 2.
GTA V Winnin Insights global data from Facebook, Youtube and Instagram over the last five months.
13 jun’2020 CLICK ON THUMBS TO WATCH VIDEOS GAME-DATING
GTA V
14 jun’2020 THE CASUAL GAMER LANDSCAPE
RECAP
#1 #2 #3 GAME+MUSIC GAME+FASHION GAME+DATING
Elaborations of the original In-game fashion has boomed Who said gaming wasn’t made Livestream Music Event are a hit not only due to the evolution of for relationships? Casual and come in many different customization tools, but mostly gamers are bonding with new formats that easily surpass the friends and finding their because of casual gamer’s original material, therefore, soulmate while playing. connecting deeply with the interests beyond gameplay. casual gamer.
It Well? Who’s Doing
15 jun’2020
SOME INFLUENCERS SETTING A NEW LIFESTYLE BEYOND THE GAMING BUBBLE
NINJA POKIMANE EL RUBIUS KSI Having streamed alongside Widely famous streamer Streamer and creator El Known for his comedic tone Drake and Travis Scott, the Pokimane has already Rubius has become an inserted into gaming and streamer is sponsored by launched her very own internet sensation. Comedy lifestyle content, this british Redbull and started a eyeshadow palette with and gaming content have youtuber and rapper multi-year partnership with makeup brand Winky Lux. brought him to work with recently joined Puma as one Adidas, as well as entered Besides that, her internet brands like Fanta and also to of its endorsed celebrities the 2019 Time's most presence spans over many promote movies alongside and even started a influential people list. different contents. stars like Jennifer Lawrence. partnership with ESPN......
16 jun’2020 3_THE HARDCORE COMMUNITY Insights mainly for gaming brands
Game Creating Platforms Mod Speedrun _Professional Reacts_
17 jun’2020 3_THE HARDCORE COMMUNITY Powered by Winnin
Game Creating Mods Speedrun Professional React Platforms
Total Engagement Winnin Insights global data from Facebook, (Millions) Youtube and Instagram over the last five months.
18 jun’2020 TRENDING PLAY WITH YOUR Best Performing Formats: #Misplay #Review CREATIVITY #Gameplay
Game Creation Platforms Total Engagement (Millions)
Why only play a game if you can create a new one from scratch? That's what some of the hardcore gamers are doing right now in this new landscape. With the ascension of game-building games, like Roblox, Dreams and the everlasting RPG Maker, finally the aficionados are having a chance to feel like a dev. The sky is the limit for this community-driven movement.
Roblox Winnin Insights global data from Facebook, Youtube and Instagram over the last five months.
19 jun’2020 CLICK ON THUMBS TO WATCH VIDEOS GAME CREATING PLATFORM
Roblox
20 jun’2020 TRENDING PIMP YOUR Best Performing Formats: #HowTo #Gameplay GAMEPLAY
Gaming Mods Total Engagement (Millions)
Mods are literally modifications done by gamers to address new features in the original game. They vary from upgrading the graphic textures, to setting new usabilities - possibilities here are endless! There are hundreds of communities built around this space, and programmers have been taking it seriously lately, making their engines and mod platforms available to anyone who wants to pimp their games and extend the experience to a new level.
Skyrim Winnin Insights global data from Facebook, Youtube and Instagram over the last five months.
21 jun’2020 CLICK ON THUMBS TO WATCH VIDEOS GAME MODS
Skyrim
22 jun’2020 TRENDING 00:13:34 PLAYING AGAINST Best Performing Formats: #HowTo #Gameplay THE CLOCK
Speedrun Total Engagement (Millions)
The objective of Speedrunning is basically finishing a game in the fastest way possible and, to achieve that, gamers explore glitches, hidden entrances and unknown paths even to the devs themselves. It's a very engaging content because it also requires a very sharp skill, and people love to see it being put in practice. This movement is highly connected with philanthropy, with the main organizations and publishers almost always focusing their efforts in gathering resources from their events for charity.
Minicraft Winnin Insights global data from Facebook, Youtube and Instagram over the last five months.
23 jun’2020 CLICK ON THUMBS TO WATCH VIDEOS SPEEDRUN 00:13:34
Minicraft
24 jun’2020 TRENDING THE NEXT LVL REACT Best Performing Formats: #Gameplay #React
Professional React Total Engagement (Millions)
What if a former navy seal played Call of Duty? Or if architects played Minecraft or The Sims? Well, that's happening! Videos with professionals playing games related to their professions are highly engaging right now! People want to see not only their abilities, but to hear from them how reliable the games are compared to real life. Going beyond that, a movement of devs reacting to speedruns of the games they developed has arisen.
Doctor Mike Winnin Insights global data from Facebook, Youtube and Instagram over the last five months.
25 jun’2020 CLICK ON THUMBS TO WATCH VIDEOS PROFESSIONAL REACT
Doctor Mike
26 jun’2020 THE HARDCORE COMMUNITY
RECAP
#1 #2 #3 #4 CREATIVE MODS SPEEDRUN REACTION 2.0
Gamers are transcending the Mods are a way of gaming The whole idea here is about Experts reacting to games that barrier of only playing and are communities to extend their pushing your abilities and the are part of their line of work are creating their own games, and experience from the original game itself to the limit, in order a hit right now, and that it's really engaging. game, elevating it into a whole to finish it the fastest way escalates when devs join the new level. possible. party.
It Well? Who’s Doing
27 jun’2020 4_WATCH OUT Three Indie titles to keep an eye on
Ori and the will of Wisps is a platform One of the most engaging indie games Roblox is a "game creating platform" that game and immediate sequel to the ever, this surgery simulator game is the grew to be an online phenomenon, with critically acclaimed Ori and the Blind apex of misplaying, with players doing entire communities dedicated to create and Forest. It was released in February and everything but the real operation during play. It's on an incredible rise right now, and since then has skyrocketed, becoming gameplay. It grew in awareness again it's by far the biggest indie game. one of the most relevant indie games in because the second entry is on the the present time. verge of being released.
28 jun’2020 4_WATCH OUT Three Indie titles to keep an eye on
Ori and the Will of Wisps Surgeon Simulator Roblox
#Gameplay #Gameplay #Gameplay #React #React #Tutorial Formats Trending
Total Engagement Winnin Insights global data from Facebook, (Millions) Youtube and Instagram over the last five months. 29 jun’2020 4_WATCH OUT Gaming For Good
Gaming has an immense power when it comes to social impact. Both gamers and the industry are helping society somehow, as individuals or communities. Here are 4 ways gaming has gone beyond fun and play:
IN GAME SUPPORT PLAYING TO FOSTERING A CHARITY FOR REAL LIFE OVERCOME GAMING COMMUNITY STREAMING CAUSES
Real impactful stories of Gamers seem to understand the Streamers and charity Games have shown their support people who changed their importance of a strong community, organizations routinely partner up by raising money through creating lives completely playing and they approach that by to solicit donations from the and selling cosmetic items in game video games and interacting embracing the newcomers. gamer’s viewers to support causes. to help fight various causes. with the communities.
30 jun’2020 WATCH OUT
THE PLAYSTATION 5 SHOWCASE BUZZ
PS5 Showcase Total Views
Record breaking reveal Memefication Even for one of the most The showcase of the new anticipated reveals of this Playstation console led by Sony decade, when it comes to became one of the biggest live Millions gaming, the internet really does streaming events in history with Just like Travis Scott's livestream ecosystem, videos not forgive. Memes and jokes of ease. The broadcast peaked an about the Playstation 5 showcase surpassed by far the all types have flooded social amazing 7.2 million viewers on 4 original material, be it with Reviews, Memes, Reacts media with the new Playstation 5 different streaming platforms, and other formats that were posted organically after showcase. Haters and fans are all with an average of 4 million the presentation. having a blast over the looks viewers for the whole show. ______of the new console.
Winnin Insights global data from Facebook, Youtube and Instagram over the last five months.
31 jun’2020 5_A WINNIN CONCLUSION
Gaming is going to the next level. The lockdown didn't leave people with many entertainment options, so a lot of them turned to gaming. And so, gaming crossed the mainstream boundary.
Whether you are a Casual Gamer or Hardcore Gamer, it’s clear that subversion is key. It’s all about going beyond what the game was built for - be it creating real life experiences within a game or even challenging how a game was developed. Gamers today bring a rebel (with a cause) attitude towards their playing time and this is has really pushed the gaming expansion forward.
Brands can't deny anymore the power of the gaming universe. Data can truly help them understand how to engage gamers in a relevant way. Non-gaming and gaming brands have the opportunity to keep taking the gaming experience to a whole new level - and that’s what both fresh and experienced players are looking for.
32 jun’2020 Our technology can help you understand:
What is relevant. WHO IS Find out what subjects your audience is truly interested in engage with.
How to be relevant. Understand which formats and language work for WINNIN? each audience on each subject.
Winnin empower creativity with data-science. Who to be relevant with. Find the rising star creators, influencers and brands Global leaders as AB Inbev, Danone, Nestlé, Coca-Cola that are winning. among others trust in Winnin to make better decisions.
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33 jun’2020 THANK YOU
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