Mom gamers: A high-impact audience marketers can’t afford to ignore

The "Gamer Mum" is a demographic that's rewriting the rules of the gaming world. Historically, the narrative around female gamers, particularly mums, has been narrow and underrepresented. The conversation has largely centred around their involvement with mobile gaming, frequently categorising them as casual gamers - a sector that has yet to explore the full extent of the gaming universe. This presents an exciting opportunity for growth and discovery within this expansive and ever-evolving world of gaming.

This portrayal, perpetuated by media images, often paints mums as a unique type of player who turns to casual games in their downtime. However, our recent Mom’s Got Game research reveals an intriguing and multifaceted image of the Gamer Mum that surpasses these initial perceptions. This opens up a world of possibilities to understand, engage, and cater to this substantial and dynamic segment of the gaming community.

There is much more to Gamer Mums than meets the eye. We’re sharing 7 facts that advertisers should know about this powerful, playful demographic.

1. Gaming mums: The silent majority

While the gaming world is often perceived as a realm dominated by young, predominantly male players, the reality is surprisingly different. A significant 1 in 5 of the gaming population is made up of women with children. This silent majority of mum gamers has been largely overlooked until now, revealing a fresh, untapped demographic for advertisers to engage with. (Source: GlobalWebIndex, GWI Gaming, Q4 2021 - Q2 2023 (Base: Global Internet Users 18+))

2. Active gamers: Majority holders at 87%

Shattering stereotypes, our research shows that a massive 87% of mums are active gamers. These mums aren't just passively dabbling in the gaming world; they're fully immersing themselves, playing across platforms from mobile to tablet, console, and PC. This makes the gaming platform an influential space to reach this consumer group. (Source: GlobalWebIndex, GWI Core, Q3 2022 - Q2 2023 (Base: US Internet Users 18+) Note: Gamer defined as one who uses a device (e.g. console, PC, mobile) to play games)

3. Multi-platform mastery: Mums rule consoles, PCs & mobile

Mum gamers are not confined to a single platform. From consoles to PCs, 80% of mums are flexing their gaming muscles across devices. They spend many hours each week playing a wide range of games, from puzzle and action/adventure to racing, shooters, and simulation games. Their multi-platform use opens up multiple avenues for targeted advertising. 

4. Bonding through gaming: Gaming deepens mums’ family bonds

Gaming is more than just entertainment for mum gamers; it's a powerful bonding tool. Our data shows that 45% of mum gamers feel they can easily relate to their children, compared to 35% of non-gamer mums. And when choosing to game with others, 50% of mums choose to play with their children. This shared interest in gaming creates a unique opportunity for family-oriented advertising that appeals to both mums and their children. 

5. The decision makers: Mum gamers lead household purchases

Mum gamers are the central figures in household purchasing decisions, wielding power across shopping categories. They also showcase a higher receptiveness to advertising that introduces them to new products. This demographic of gamer mums are mega-consumers who eagerly anticipate their weekly shopping and enjoy investing time in researching and discovering new products or entertainment. This creates numerous opportunities for brands to establish a direct connection with them along their purchasing journey.

6. Digital shoppers: Mum gamers prefer online shopping

In the digital age, mum gamers are leading the charge, with 56% displaying a preference for online shopping over traditional in-person methods. This trend presents a golden opportunity for brands to leverage digital advertising for easier conversion and reach mums where they already are - online.

7. Decade-long gamers: Majority of mums are seasoned players

Gaming isn't a fleeting interest for mum gamers; it's a long-term passion. More than half have been gaming for over a decade, showcasing commitment and deep-rooted engagement with the gaming world. This enduring dedication to gaming signifies a stable and engaged audience for advertisers to continue to reach year to year, building lifetime value.

Mums have definitely got game

The 'gamer mum' demographic is a potent force in the gaming world, significantly influencing the industry's landscape. Our research debunks the narrow perception of mums as casual gamers, revealing them as an engaged, majority-player group that spans multiple platforms and game genres. Their gaming habits serve as not just a source of entertainment, but also a tool for bonding with their children.

Moreover, as the primary decision-makers in household purchases and with a strong preference for online shopping, gamer mums represent a valuable target audience for advertisers. The fact that a significant number have been gaming for over a decade further underscores their commitment and engagement, making them a steady, reliable audience for brands to connect with.

These insights underscore the importance of recognizing and understanding the gamer mum demographic in all its complexity. For advertisers, this presents an exciting opportunity to rethink their strategies and tap into this influential group, crafting messages and campaigns that resonate with their unique experiences and interests