Fandom, the platform that hosts wikis on entertainment topics, has released its fourth annual “Inside Gaming” report, which explores why people keep coming back to gaming. The report is based on a survey of 5,000 entertainment and gaming consumers aged 13 to 54 in several countries, including Canada.

The study found that while stress alleviation remains the most common reason people turn to gaming, 46% of them identify creation, imagination, and self-expression as their key motivations for playing, up 10% from the previous year. Another 39% said they play to make social connections and community, and another 31% to pass the time. Respondents who play games to find themselves, create and imagine are 30% more likely to increase their gaming time.

Around 69% of gamers believe self-expression through gameplay is more vital than ever, according to the report. Minecraft, Fortnite, and Roblox are among the games that allow players to express themselves through customization options, open-world exploration and other in-game features. Respondents indicated that in-game customization allows them to foster a sense of ownership and community.

“With the growing significance of and personal evolution, it’s crucial for brands to connect to these motivators to help players bring their gaming personas to life in the real world,” said Stephanie Fried, CMO of Fandom.  

The report also showed that 80% of people believe their in-game identity differs from their real-life one. However, over half of them say they would prefer to seem more like their in-game image in real life, with 72% favouring brands that can help them do so. This is especially true for 18-34-year-olds, multicultural audiences (African American and Hispanic), women and non-binary people.

Around 48% also want their real-life skills to be as good as their in-game skills, “which opens up an opportunity for brands to explore how they can create ways to offer gamers products that enhance their real-life skills and provide them with a sense of accomplishment and fulfillment they get while playing,” according to Fandom. And 32% want their physical appearance to look more like they do in the game, allowing fashion and beauty brands to explore product extensions dedicated to gamers looking to explore this self-expression.

Additionally, 64% believe that gamer communities are vital safe spaces where they can truly be themselves, which presents opportunities for brands to foster and cater to these communities.