DMC Insights X Game On, India - Gaming Report Feb2022

FEBRUARY 2022
©DENTSU DATA SCIENCES 2022

GAME ON, INDIA!
ABOUT THE REPORT
THE GAMING GENE: INSIGHTS ON MALE AND

FEMALE GAMERS
THE GAMING GENE: INSIGHTS ON MILLENNIAL
AND GEN Z GAMERS
GAMING X ADVERTISING
GAMING REPORT: KEY TAKEAWAYS
MEET THE TEAM
APPENDIX
Gaming in India has been steadily increasing over 300
₹290 Billion
the last few years. However, the pandemic has

exponentially increased the user base over the last
14 months as more people were forced to stay
indoors: 200
₹136 Billion
Based on research by Sensor Tower, India was the

largest market in game downloads in the first quarter of
2021, growing by 28% year on year. 100
Gaming in India is on the rise, according to a report by

KPMG, India's gaming market is expected to grow by
115% by 2025. 0
2021 2022 2023 2024 2025

This increasing user base is also resulting in increased
revenues. The online gaming segment in India was
estimated at ₹136 billion in FY21 and is projected to
grow at a Compound Annual Growth Rate (CAGR) of 21
per cent over FY21-FY25 to reach ₹290 billion.
Despite the growing gaming consumption, marketers &
publishers are still trying to figure out how best to utilize
it. To do so, it is essential to understand the unique
traits, behaviors and habits of gamers - across genders
& generations. In our report we take a detailed look into
the mind of the urban gamer in India.

The following report is based on a detailed analysis of a survey conducted in India in Q4
of 2021 by the DMC Insights wing of the dentsu Data Sciences India team.
In this report we will be taking a look at:
The role of gender in gaming, streaming and purchase

habits.
The impact of generation gap on gaming,
streaming and purchase habits across
Millennials & Gen Z respondents.
The significance of evolving gaming habits to
advertisers.
Online survey conducted by the DMC Insights wing
of dentsu Data Sciences India.
Survey of 200+ respondents across metros in
India.
Sample size weighted to be representative of the
Gen Z & Millenial population of India.
Additionally, behavioral insights & audience
preference data is sourced from dentsu's
proprietary marketing solution - Dentsu Marketing
Cloud.

The report also includes data from our
partnership with VTION.
They use proprietary physical and digital panels
to measure and analyze smartphone consumption
across various categories of apps on a real-time
basis.
VTION have a fully opt-in panel of over 30,000
panelists that are representative of the 1 lac +
population towns of the top 15 states in the
country.

Female 18%
Action and Board games are the two top genres
Action amongst gamers in India, neither of which are gender
Male 24%
agnostic.
17%
Board Smaller trends emerge from the next few genres, with
14%
Sports being slightly more inclined towards males (not
Sports by much) and females preferring casual and arcade
games more than sports.
Casual
Arcade
0 5 10 15 20 25

Garena Free Fire is largely liked by both males and
Female 15%
Garena Free Fire Male 18%
females.
11% For both male & female respondents, Garena Free
Ludo King Fire and Ludo King remain the top two games, with
8%
5% third place claimed by Candy Crush for females and
MPL 6% MPL for male respondents.
4%
PUB G 5%
5%
Ludo Ninja 4%
7%
Candy Crush
4%
2%
Dream11 4%
0 5 10 15 20

> 1 hour < 15 minutes > 1 hour < 15 minutes
25% 25% 25% 25%
30 to 60 minutes 15 to 30 minutes 30 to 60 minutes 15 to 30 minutes

25% 25% 25% 25%
48.4 Minutes 44.7 Minutes

per Day per Day
per respondent per respondent
Both males and females spend approximately the same amount of time gaming everyday.

Avid gamers in India are alike in the kind of
games they like and play irrespective of gender.
They also spend a similar amount of time gaming
each day.
Let's take a look a look at how generational

differences may impact gaming habits in the next
section of the report.

Across both Millennials & Gen Z, the Top 3 Genres remain the same.
Action, Adventure & Sports
ACTION 13.93% 19.49%
SPORTS 9.56% 8.05%
ADVENTURE 8.73% 10.59%
STRATEGY 8.73% 7.20%
PUZZLE 8.32% 4.24%

Outdoor Art & Theatre Auto
ACTION Thrill Seekers
Aficionados Avid Investors Enthusiasts
Enthusiasts
SPORTS Outdoor Health &

Value Shoppers Book Lovers Avid Investors
Enthusiasts Fitness Buffs
ADVENTURE Outdoor Health & Auto

Thrill Seekers Value Shoppers
Enthusiasts Fitness Buffs Enthusiasts
Outdoor Health &

STRATEGY Value Shoppers
Enthusiasts Fitness Buffs
Book Lovers Avid Investors
PUZZLE Outdoor Home Decor

Book Lovers Value Shoppers Avid Investors
Enthusiasts Enthusiasts
SOURCE: DENTSU MARKETING CLOUD EXPLORE [AUDIENCE LENS]

BANKING & FINANCE 13.52%
MUSIC 12.89%
SOCIAL 12.11%
OTT 9.43%
NEWS 9.12%

SOCIAL 17%
MUSIC 16.19%
ENTERTAINMENT 12.96%
SPORTS 9.72%
FOOD & DRINK 7.29%

Millennials have a lot more Banking & Finance apps compared to Gen Z. Social
apps are the top category for Gen Z respondents.
For both Millennials and Gen Z, Music apps take the cake, with
the category coming in second across both generations.
Overall Music and Social apps are the clear winners, coming in at the
top three across both generations for top app categories.

Over 3/4th of Millenials & Gen Z open
a social media app right after playing a INSTAGRAM 41.23% 51.23%
game.
WHATSAPP 18.42% 12.90%
Instagram is the app of choice for both
YOUTUBE 10.53% 8.06%
generations. Gen Zs at 51.23% open
the app more than Millennials at TWITTER 6.14% 3.23%
41.23%. FACEBOOK 4.39% 1.61%
YouTube & OTT are the next category of apps after social media for both
generations, 6.14% Millenials & 8.07% Gen Z respondents were in favour OTT
apps.

SOURCE: DMC EXPLORE [AUDIENCE LENS] | 2021
Millennial Gamers have a higher skew towards thrill-

seeking, outdoor activities & are also family focused
and interested in investing.
Gen Z gamers on the other hand, have a higher affinity

for animation and comics. They are health and fitness
buffs, and unsurprisingly have little to no interest in
family focused activities and investing.

High
Prime
1
Video
Hotstar
Voot
Netlfix MX Player High
eziS
JIO TV
ZEE5
-1 Eros Now Soni Liv Airtel Aha
Alt Balaji
Xstream
-1 -0.8. -0.6. -0.4 -0.2 0 0.2 0.4 0.6 0.8 1

Affinity

High
Prime
1
Video
Voot
Hotstar Netlfix MX Player High
eziS
ZEE5
JIO TV
-1 Airtel Xstream hoichoi Alt Balaji
Aha
-1 -0.8. -0.6. -0.4 -0.2 0 0.2 0.4 0.6 0.8 1

Affinity

Both Gen Z & Millennial Gamers have similar OTT consumption

patterns with regards to platform.
They have high affinity towards Prime Video as an OTT platform.
Other popular platforms amongst both generations are Netflix,

Hotstar and Mx Player.

Almost 81% gamers play everyday, however we see the time spent gaming per day changes when we look at
Gen Z and Millennials separately. Even though a higher percentage (24%) of Gen Z don't play everyday, they
spend more time gaming than Millennials.
30 mins - 1 hr > 1hr Gen Z

19% >1hr
21% Millennials
30 mins - 1 hr
15 mins - 30 mins
<15 mins
13% I don't play everyday
22% <15 mins
I don't play everyday

15-30 mins
25% 0% 10% 20% 30%

Indian gamers play actively over the weekends. This trend emerges for both Gen Z and Millennials, indicating
that weekday commitments don't leave much spare time for gamers to play.
Gen Z
Sunday
Saturday Sunday Millennials
26% 25.3%
Monday
Tuesday
Wednesday
Monday Thursday
Friday 8.8%
13.2% Friday
Tuesday
8.1% Saturday
Thursday
Wednesday
9.2%
9.3% 0% 10% 20% 30%

Indian gamers prefer playing during the second half of the day primarily between 6 PM-2 AM. However,
some of them do turn in early on weekdays making the 6 PM -10 PM slot more active during the week and 10
PM-2 AM highly active over the weekends, a trend common across generations.
Before 12pm Weekend

4.3% Between 10pm-2am
Between 12pm-6pm
Weekdays
17.5%
Between 6pm-10pm
Between 10pm-2am
47.9%
Between 12pm-6pm
Between 6pm-10pm Before 12pm

30.3%
0% 20% 40% 60%

Almost 50% of Indian Gamers play games solely on their mobile. This is largely true with Millennials, as 51%
of them play only on mobile. However, 43% of GenZ gamers also play on PC, indicating that they would
prefer if their PC is good for gaming among other things.
Both
5.9% Both
Console
17.8%
Console
None
46.5% Gen Z
None
Millennials
PC
PC
29.7% 0% 20% 40% 60%

100 When asked if they actively follow streamers, eighty
86% six percent Millennials replied in the negative.
75 Faced with the same question, fifty six percent of

Gen Z survey participants responded "No".
56%
"oN" dednopseR
50
43%
"oN" dednopseR
"seY" dednopseR
25
14%
Responded
"Yes"
0
Millennials Gen Z

When asked what language they stream content in both Gen Z & Millennials responded that a
majority of them do so in English.
Seventy six percent of Gen Z & eighty four percent of Millennials stream content in English.
EitherOther Telegu Hindi
Either
3.3% 3.3% Hindi 5.3% 5.3%
16.7% 5.3%
English English
76.7% 84.2%

Youtube is the most popular streaming platform for
100
90%
both Gen Z and Millennials.
Only ten percent of Millennials and thirty percent of

75 70% Gen Z respondents state "Twitch" when posed with a
question regarding preferred streaming platforms.
50
30%
25
10%
0
Millennials Gen Z

TOTAL GAMING 31 MIL
TECHNO GAMERS 24 MIL
A_S GAMING 15.7 MIL

73%
75 When asked if they make in-app purchases, only
65%
thirty five percent Millennials responded affirmatively.
Faced with the same question, twenty six percent of

50
Gen Z survey participants responded "Yes".
"oN" dednopseR
35%
26%
"oN" dednopseR
25
Responded Responded
"Yes" "Yes"
0
Millennials Gen Z

MILLENNIALS GEN Z
Non-Consumable* Non-Consumable Both

33.3% 33.3% 33.3%
Both
41.7%
Consumable*
25% Consumable
33.3%
When posed with the question,"What kind of in-app purchases do you make?" Respondents who
admitted to make them gave a mixed bag of answers across both generations.
*Here Consumable means more lives or tokens, extra minutes etc. and Non-Consumable means game-packs with exclusive characters and levels etc.

Across both generations, respondents indicated that more than ninety percent of them watched ads as
opposed to paying in order to progress in a game or win bonus points.
MILLENNIALS GEN Z
95% 91%

SPORTS FANS
COMIC AND ANIMATION ENTHUSIASTS
HEALTH AND FITNESS BUFFS
SPEND MORE TIME GAMING ON AVERAGE
MORE INCLINED TO FOLLOW STREAMERS

THRILL SEEKING
LOVE OUT DOOR ACTIVITIES
FAMILY FOCUSED
INTERESTED IN INVESTMENT

INTERESTED IN MUSIC
JUMP ONTO SOCIAL RIGHT AFTER GAMING
WATCH ADS FOR GAME PROGRESSION
MOST ACTIVE: 10:00 PM-2:00AM WEEKENDS
MOST ACTIVE: 6:00 PM-10:00AM WEEKDAYS

According to a KPMG Report, with the increase of gamers
in India there is projected increase of 1.8x in the market
size by 2025.
The findings in our survey indicate that these gamers

would rather watch an add as opposed to pay to progress
in a game.
The above two facts put together paint a huge opportunity

for advertisers in India.

With the number of gamers increasing, the types of games they play become more
diverse. We have made it simpler for top advertising verticals to identify which genres
they can target to reach the audience most relevant to them.
BANKING & FINANCE ACTION & PUZZLE
FMCG STRATEGY, SPORTS & PUZZLE
AUTO ACTION & ADVENTURE
TRAVEL ACTION, ADVENTURE & SPORTS
HEALTH & FITNESS ADVENTURE, SPORTS & STRATEGY

SOURCE: DMC EXPLORE [AUDIENCE LENS]

Avid gamers in India are alike in the kind of games they like and play
irrespective of gender.They also spend a similar amount of time gaming each
day.
Almost 81% gamers play everyday, the best time to target these gamers is on
the weekends and the second half on working days
More than 90% of respondents preferred "Watch an Ad" for game

progression.
Over 3/4th of Millennials & Gen Z open a social media app right after
playing a game.
When asked what language they stream content in both Gen Z & Millennials
responded that a majority of them do so in English.
Youtube is the most popular streaming platform for both Gen Z and
Millennials.

NATASHA SHELLEY YAMINI
DSOUZA SAM KINJRA
Solutions Manager, Director-Product Solutions, Data Science Executive,

dentsu Data Sciences dentsu Data Sciences dentsu Data Sciences
ABHINAY NISHANT SUNIL

BHASIN MALSISARIA NARYANI
VP (Asia Pacific) - Data & VP Asia Pacific) - Product Chief Product Officer, APAC,
Product Solutions, Data Strategy, Dentsu Data dentsu international
Sciences Sciences

The Dentsu Marketing Cloud (DMC) Insights offers an expertise-led model to assist Dentsu Data
Sciences’ research & insights, consulting and practice teams in delivering differentiated values to our
clients.
The Dentsu Marketing Cloud is an ecosystem designed to power up your marketing activities in a data-
driven way. It is an ecosystem by built 100% by Dentsu employees for Dentsu employees to deliver
excellence at scale right from insights to activation, measurement and optimization..
It brings together a slew of Dentsu proprietary ecosystems like the Meta Business Partner (Ad -Tech)
Badged DMC Product Suite and other proprietary mar -tech and advanced analytics solutions such as
the Dentsu Pixel, the DMC DSP and others, to help clients to plan, buy, measure, analyze and optimize
campaigns and establish greater control of their data in one place.
It is developed and operated by dentsu International India’s Data Sciences Division based in Mumbai
and is used in over 32 countries of Dentsu globally.

dentsu International is ‘Innovating the Way Brands Are Built’ for its clients, through its best -in -class
expertise and capabilities in media, digital and creative communications services.
With consumers more connected, through a range of devices, the era of media convergence is
presenting many opportunities as well as a new and complex media eco -system. From identifying who
the consumers are, to how they make their decisions,
dentsu International makes the best use of today's media mix to bring to life the right communication
strategy and deliver the best results for clients.
In addition to the dentsu branded agencies, dentsu international's presence in India comprises the
global network brands Carat, iProspect, Isobar, Posterscope, Vizeum, MKTG, Amnet and
mcgarrybowen. The network also includes the locally-acquired brands Milestone Brandcom,
WATConsult, Fountainhead MKTG, the Perfect Relations Group, mcgarrybowen India, Fractal Ink
Design Studio Linked by Isobar, SVG Columbus and Merkle Sokrati.

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FEBRUARY 2022

©DENTSU DATA SCIENCES 2022

THE GAMING GENE: INSIGHTS ON MALE AND

the last few years. However, the pandemic has

Based on research by Sensor Tower, India was the

Gaming in India is on the rise, according to a report by

©DENTSU DATA SCIENCES 2022

©DENTSU DATA SCIENCES 2022

The role of gender in gaming, streaming and purchase

©DENTSU DATA SCIENCES 2022

©DENTSU DATA SCIENCES 2022

©DENTSU DATA SCIENCES 2022

©DENTSU DATA SCIENCES 2022

30 to 60 minutes 15 to 30 minutes 30 to 60 minutes 15 to 30 minutes

48.4 Minutes 44.7 Minutes

©DENTSU DATA SCIENCES 2022

Let's take a look a look at how generational

©DENTSU DATA SCIENCES 2022

ACTION 13.93% 19.49%

SPORTS 9.56% 8.05%

ADVENTURE 8.73% 10.59%

STRATEGY 8.73% 7.20%

PUZZLE 8.32% 4.24%

©DENTSU DATA SCIENCES 2022

SPORTS Outdoor Health &

ADVENTURE Outdoor Health & Auto

Outdoor Health &

PUZZLE Outdoor Home Decor

©DENTSU DATA SCIENCES 2022

©DENTSU DATA SCIENCES 2022

FOOD & DRINK 7.29%

©DENTSU DATA SCIENCES 2022

©DENTSU DATA SCIENCES 2022

41.23%. FACEBOOK 4.39% 1.61%

©DENTSU DATA SCIENCES 2022

Millennial Gamers have a higher skew towards thrill-

Gen Z gamers on the other hand, have a higher affinity

©DENTSU DATA SCIENCES 2022

-1 -0.8. -0.6. -0.4 -0.2 0 0.2 0.4 0.6 0.8 1

©DENTSU DATA SCIENCES 2022

-1 -0.8. -0.6. -0.4 -0.2 0 0.2 0.4 0.6 0.8 1

©DENTSU DATA SCIENCES 2022

Both Gen Z & Millennial Gamers have similar OTT consumption

They have high affinity towards Prime Video as an OTT platform.

Other popular platforms amongst both generations are Netflix,

©DENTSU DATA SCIENCES 2022

30 mins - 1 hr > 1hr Gen Z

I don't play everyday

©DENTSU DATA SCIENCES 2022

©DENTSU DATA SCIENCES 2022

Before 12pm Weekend

Between 6pm-10pm Before 12pm

©DENTSU DATA SCIENCES 2022

©DENTSU DATA SCIENCES 2022

75 Faced with the same question, fifty six percent of

©DENTSU DATA SCIENCES 2022

©DENTSU DATA SCIENCES 2022