The Power in Play - Gaming's Role in Belonging and Identity - Livewire

Livewire and PMCI Play’s Power in Play study reveals that 82% of gamers use gaming to cope with stress, anxiety and depression, with the number rising to 92% among Gen Z. Based on a survey of over 2,400 gamers across the US, UK, Canada and Australia, the research explores how identity, gender and culture shape the gaming experience. It challenges outdated gamer stereotypes and highlights a growing demand for better representation. Gaming is also seen as one of the last expenses people give up. For brands, this study positions gaming as a powerful channel for identity, community and emotional connection.

2. POWER IN PLAY:
WHERE BELONGING MEETS
BRAND OPPORTUNITY
At Livewire, we don’t see gaming as a channel. We see it as culture. A global force
reshaping how people connect, de-stress, and express who they are.
This study proves what players already know: gaming isn’t niche. It’s mainstream.
It’s identity. It’s belonging. It’s everyday life.
For brands, the opportunity is massive. But only if you show up right. Speak the
language. Respect the nuance. Lead with purpose.
With deep expertise at the intersection of gaming and marketing, Livewire guides
brands to engage players authentically and win in this dynamic, high-impact space.
I’m proud to share this research with the industry and excited to see how it fuels
more inclusive, future-forward brand strategies.
For more information on the study please visit:
www.livewire.group
Fiona Mellor
Co-CEO, Livewire
© Livewire 2025
POWER IN PLAY:
A CULTURAL CATALYST
Gaming has evolved. But “gamer”? That label is outdated. Limiting.
Today, everyone plays, but most don't want that label. The shift from
gamertoplayerisn’t semantics—it’s seismic. It’s about widening the aperture to
embrace the full spectrum of play across generations, geographies, and devices.The
monolith is gone. What remains is a mosaic.
Players have reshaped how we connect, escape, communicate, and belong through
gaming. Play is joy. It is agency, allowing people to reclaim control in a chaotic world —
and that makes it deeply personal.
Brands can’t treat players as one-size-fits-all. To matter, they must move from presence
to resonance.
Play isn’t just a channel—it’s a cultural catalyst forconnection, relevance, and impact.
Samantha Lim
SVP, PMCI Gaming Strategy and Innovation

3. METHODOLOGY & DEFINITIONS

4. METHODOLOGY & DEFINITIONS
Survey methodology: Online quantitative surveys via Pure Spectrum
with Thematic Analysis used for open-ended questions.
Fieldwork: August to September 2025
Target Audience: Equal split across sample in each country with
Gamers aged 18+ (people who play games on any device, at least
once a week)
Sample Size: 2,400 respondents across four countries. 600
respondents per country.
•Gender representative of market population*
•Age representative of market population*
•Household income brackets per market**
•Ethnic/race/nationality categorization (dependent on market)**
Markets: Australia, Canada, UK & US
Livewire’s Power in Play Research
Methodology
Gamers: defined as a person who games at least once a week on
any device.
Gaming regularly: game at least once a week on any device
Gen Z: aged 18 to 28
Millennials: aged 29 to 44
Gen X: aged 45 to 60
Boomers: aged 61 to 79
Definitions
© Livewire 2025 *Degree of flexibility required. **soft quotas applied - more information in the appendix.

5. 57%
Of gamers consciously choose
games that reflect their culture
KEY INSIGHTS
The word “gamer” doesn’t resonate like it used to. Today’s
audience prefers identity-led labels like "player" or "casual
gamer" that feel more inclusive and lifestyle-driven.
Brands that mirror this softer language show they
understand the culture and build stronger, more authentic
connections with their audience.
Ditch “Gamer” –
Speak Their Language
Insight 1
64%
Do not strongly identify
with the term “gamer”
Gaming is more than a hobby. It’s about relaxation,
escapism, a mental health outlet, a coping mechanism,
and a way to stay grounded.
When brands show up with empathy during life’s tougher
moments, they become part of the player’s support
system and earn long-term trust.
Gaming is a Lifeline –
Market with Meaning
Insight 2
Representation matters to modern players. They
actively seek out games that reflect their identity,
background, and values.
Brands that champion diverse characters and
culturally rich narratives don’t just gain attention. They
earn lasting loyalty and relevance in a space where
authenticity is everything.
Culture Codes –
Representation Drives Retention
Insight 3
Source: Power in Play 2025 © Livewire 2025
82%
Use gaming to help with stress,
anxiety and, or, depression

6. GAMING IDENTITY

7. 64%
of those who game at least once a week,
do not identify strongly with the term “gamer”
© Livewire 2025
These were the common reasons why…
Source: Livewire Power in Play 2025
Q. How strongly do you identify with the term "gamer"?
”Common reasons why” are in no particular order.
•Casual interest / Occasional play
•Limited time to play
•Alternative priorities
•Playing specific genres
•Used for relaxation vs. competition
•Conscious of balanced lifestyle
GAME OVER FOR THE TERM GAMER

8. 71%68%
Casual gamerPlayerGamerGaming
enthusiast
Gaming online
engager
Gaming
community
member
Competitive
gamer
Gaming
livestream viewer
Gaming streamerGaming content
creator
Gaming
livestream
moderator
THEY'RE PLAYERS, NOT GAMERS
Source: Livewire Power in Play 2025
Q. How comfortable are you being described as the following around gaming?
Q. How comfortable are you being described as the following?
© Livewire 2025
Comfortability with these gaming identity labels
Players prefer softer, more personal labels over the outdated term “gamer.” While industry still defines them by behavior,
players define themselves by identity. To truly connect, brands need to shift the language and meet them on their terms.
On average, 73% of people say they are
comfortable being identified directly by their
other interests, e.g. “I am a sports fan”*

9. 44%
of females strongly identify with the term “gamer”
MORE FEMALES ADOPT GAMER IDENTITY WHILE STILL REJECTING THE GAMER LABEL
Source: Livewire Power in Play 2025
Q. How strongly do you identify with the term "gamer"? Q. How comfortable are you being described as the following around gaming?© Livewire 2025
22%
of females are comfortable being described as a “gamer”vs.

10. GAMING IS A COPING MECHANISM

11. GAMING POSITIVELY SUPPORTS PLAYERS MENTAL WELL-BEING
© Livewire 2025 Source: Livewire Power in Play 2025
Q. How often do you use gaming to help with stress, anxiety and, or, depression?
Yes - Use gaming to help with stress,
anxiety or depression90%
GEN Z
92%
MILLENNIAL
85%
GEN X
Younger generations are more likely to use gaming to support them during challenging well-being
moments compared to their older counterparts.
61%
BOOMER
Use gaming to help with stress, anxiety
or depression82%
YES
18%
NO

12. WHEN LIFE CHANGES, PLAYERS JUMP IN GAME
AGREE LIFE CHANGING MOMENTS
AFFECTED RELATIONSHIP WITH GAMING
© Livewire 2025 Source: Livewire Power in Play 2025
Q. Has your relationship with gaming changed as you’ve gone through different life stages? (e.g. relationships, moving, personal circumstances, education etc.)
Q. What life events influenced this change? Q. Did these life events have a positive or negative effect on your gaming behaviours?
60%
agreed it was a positive change63%OF WHICH…
Gaming positively evolves with life changes
(Relationships, moving to a new house, employment, education)

13. DURING TIMES OF FINANCIAL HARDSHIP GAMING SPEND IS PRIORITISED
Source: Livewire Power in Play 2025
Q. If you had to reduce spending, which of the following activities would you give up?© Livewire 2025
14%
15%
20%
23%
Players may cut back on extras like skins or battle passes, but core spend on new games and hardware stays
strong. When budgets tighten, gaming essentials hold their place. It’s not just entertainment, it’s a priority.

14. REPRESENTATION

15. CULTURAL REPRESENTATION IS IMPORTANT TO GAMERS
Source: Livewire Power in Play 2025
Q. Do you feel your culture and, or, background is well represented in and around gaming? Q. How often are you choosing to play games that represent your culture
and, or, background? Q. How important is cultural representation in the games you play across these elements?
© Livewire 2025
64%58%57%
PAY ATTENTION TO IT
IN GAMES
SEE IT AS IMPORTANT
ACROSS IN-GAME FEATURES
CONSCIOUSLY CHOOSE
GAMES WITH IT
However, more can be done to represent their culture and, or, background in gaming.
Top themes include ethnicity, identity, diversity and language barriers.
43% stated more can be done in and around gaming to represent their culture and, or, background

16. ETHNIC MINORITIES MORE CONSCIOUS OF REPRESENTATION IN GAMING
Source: Livewire Power in Play 2025
Q. Do you feel your culture and, or, background is well represented in and around gaming? Q. How often are you choosing to play games that represent your culture
and, or, background? Q. How important is cultural representation in the games you play across these elements?
© Livewire 2025
59%41%52%
PAY ATTENTION TO IT
IN GAMES
SEE IT AS IMPORTANT
ACROSS IN-GAME FEATURESCONSCIOUSLY CHOOSE
GAMES WITH IT
While all audiences care about representation, it is of more interest to ethnic minorities globally. On average,
there is a 37% increase for ethnic minorities compared to those of white ethnicity.
White ethnicity
Ethnic minorities79%59%70%

17. MALES PAY MORE ATTENTION TO CULTURAL REPRESENTATION
Source: Livewire Power in Play 2025
Q. Do you feel your culture and, or, background is well represented in and around gaming? Q. How often are you choosing to play games that represent your culture
and, or, background? Q. How important is cultural representation in the games you play across these elements?
© Livewire 2025
71%
MALES
Male players are more likely to recognize cultural representation in their games,
with a 24 basis point increase compared to females.
57%
FEMALES
24 basis points difference between
genders on their attention to cultural and,
or background representation in gaming