Digital Gaming in America, an annual study conducted by Ziff Davis Game Group, recognizes that gamers who are most likely to become brand champions are also the heaviest buyers of consumer goods. The study examines the purchase behavior of core gamers, regular players, and casual gamers for products such as clothing, cars, consumer electronics, DVDs, and music downloads. Core gamers are “those who typically buy eight or more games per year and play 10 or more hours per week”. The study also identifies the majority of core gamers as early adopters.

For marketers, this study provides fodder for cobranding, in-game advertising, and public relations initiatives. Core gamers are “some of the most active, engaged consumers of all kinds of products. These gaming enthusiasts are pure gold for advertisers trying to reach the coveted 18-to-34-year-old market,” says Scott McCarthy, President of Ziff Davis Game Group.