A recent report from Dentsu’s Ready Player Brand study shows that gaming has become a regular part of life for many UK adults. Around 70% of adults in the UK now play video games, with over half engaging daily. The data suggests that gaming is increasingly serving not only as a form of entertainment but also as a social platform where players can interact and build connections.
The study also indicates a shift in digital habits, as players adjust the way they spend their free time. One in four UK gamers say they expect to spend less time on social media over the next five years to make room for gaming, while around 20% plan to prioritise gaming over streaming television shows and films. These trends point to gaming taking a more central role in leisure activities compared to other digital media.
Gaming and Personal Identity
The report highlights the role of gaming in shaping personal identity. Approximately 52% of UK players say gaming forms a meaningful part of who they are. This connection is particularly strong among younger generations, with 60% of Millennials and 70% of Gen Z players expressing a sense of identity linked to their gaming habits. These figures suggest that games are not only a pastime but also a space where players explore and express themselves.
Community and Real-Life Connections Through Gaming
Community engagement appears to be a driving factor behind the increasing popularity of gaming. Nearly half of UK players feel a sense of belonging within communities centered around their favourite games or franchises. For Gen Z players, this sense of connection rises to almost three-quarters, with more than half reporting that gaming has helped them form real-life friendships.
Flora Kong, managing director at Dentsu, noted that gaming is “more than entertainment; for many, it is a place for community and friendship.” Kong added that players are increasingly dividing their attention away from social media and streaming, choosing gaming as a space for more meaningful connections. This represents a notable cultural shift in how younger audiences engage with digital platforms.
Looking Ahead for UK Gamers
The Ready Player Brand report suggests that gaming will continue to grow as a primary social and leisure activity in the UK. As players seek connection and community, traditional social media and streaming platforms may see a relative decline in engagement. The trend also highlights the importance of understanding how younger generations, particularly Gen Z, view games as both entertainment and a social space.
Source: PocketGamer
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Frequently Asked Questions (FAQs)
How many UK adults play video games?
Approximately 70% of adults in the UK now engage in gaming, with over half playing on a daily basis.
Are UK gamers spending less time on social media?
Yes, around 25% of UK players expect to spend less time on social media over the next five years to focus on gaming.
Is gaming replacing streaming entertainment?
About 20% of players say they plan to prioritise gaming over streaming television and films.
Do gamers feel part of a community?
Nearly half of UK players report feeling part of a community around their favourite game or franchise, rising to almost three-quarters among Gen Z players.
Can gaming lead to real-life friendships?
Yes, more than half of Gen Z gamers say they have formed real-life friendships through gaming.
Does gaming influence personal identity?
Gaming plays a meaningful role in personal identity for 52% of UK players, with stronger connections among Millennials (60%) and Gen Z (70%).
