1、 2022 dentsu|all rights reservedFor TheData fusion sheds a new light on playersGAMEFor The Game2 2Data Fusion Sheds A New Light On PlayersThe Ascent of Gaming,a Unique Opportunity for Brands EXECUTIVE SUMMARYFor many of us,whether new,veterans,casual or enthusiasts,gaming has become an extension of

2、our world,a virtual destination where we express ourselves,socialise within communities,and chase our passions.Therefore,it should not come as a surprise that gaming has turned into a mass medium commanding large audiences and driving colossal revenues:3.5b people are predicted to be gamers by 2025,

3、generating more than US$225b in revenue.1For brands,gaming is a massive opportunity that can no longer be ignored.As the definition of gamers moves away from stereotypes and gaming goes mainstream,brands must genuinely understand their audiences gaming habits today if they are to thrive in and beyon

4、d the gaming arena tomorrow.Dentsu has worked with innovative brands and developers since the gaming industrys infancy.Today,we continue our 35+year gaming legacy started in Japan with significant investments in global research to know gamers better than anyone else and help brands capture gamings e

5、xplosive audience growth.After conducting unprecedented research on in-game audience attention earlier this year,we now unveil the fusion of consumer panel data from dentsu Consumer Connection System(CCS)with gaming data from GWI across 21 markets.This data fusion provides invaluable information to

6、brands seeking to connect more authentically with gamers,and sheds light on critical facets such as attitudes and behaviours,media consumption,purchases,and participation in esports.In this new report,For the Game,we build upon these troves of data to explore the gaming culture and how brands can de