Loadout Gaming Study
60+ questions on gaming and esports: titles, habits, platforms, creators, events, sponsorship. Asked the same way every year.
Gaming and esports audience research
Know the gamerbehind the screen
Loadout asks 60+ questions on gaming and esports, written by people who play, and links every answer to 70,000+ datapoints on the rest of their lives. You see who your audience really is, what they care about and how your brand should show up. In 20+ markets.
Up to 1,000 respondents per marketBuilt on GWI Core
Brands that trust Loadout
Build an audience
Example data0%
of 16 to 34 year old internet users in the UK
Illustrative numbers to show how the dashboard works. Real figures come from the Loadout Gaming Study and GWI Core.
Playtime is a bad proxy
A gamer is defined by how much they identify with the community, not by the hours they log. Modern gaming is Discord with friends, watching creators and following esports as much as playing. You need data built around that culture.
Sharper questions
We know the space, so we ask in the language gamers use, read the answers better and recommend what will actually work for your brand.
Trends you can trust
The core questions are asked the same way every wave, so you can track change year on year and compare one market with another.
Beyond gaming
Gamers also listen to music, watch films, buy skincare and pick banks. Seeing where gaming sits in their lives opens new ways to sell, and new partners to work with.
Relevant data at your fingertips
60+questions on gaming and esports culture
70,000+GWI datapoints linked to every respondent
20+markets across Europe, LATAM, APAC and North America
1,000respondents per market, weighted to be representative
Three layers. One answer.
We combine our own research with the best data provider in the market, then sit next to you while you use it.
GWI Core
Every respondent links to 70,000+ datapoints on media, brands, values and lifestyle. Gaming, seen in context.
Dashboard and analysts
A self-serve dashboard for your market, a full PDF report and executive summary, and Loadout analysts who know the space.
Gaming device used most
Top interests outside gaming
Watch esports every month
58%
vs 45% of all 16 to 34 internet users
What's in the data
- Engagement with gaming and competitions
- Casual play vs serious players
- What gamers expect from brands in gaming
- Attitudes to gaming and cultural fit
- Internet and connection for gaming
- Devices and peripherals
- Sponsorship effectiveness
- Esports teams and fandom
Local data. Global context.
Gaming is international. Gamers play with, and identify with, friends across borders. Every Loadout market sits in the same study, so you can read one country on its own or put several side by side.
- Belgium
- Netherlands
- France
- Germany
- United Kingdom
- United States
- Canada
- Brazil
- + more across EU, LATAM and APAC
- Same survey, same questions, directly comparable
- Local brands in every market and careful weighting
- A market we don't cover yet can be looked at
How we do it
A recontact design: the people who answer our gaming questions have already told GWI about the rest of their lives.
1
Find them
We find the target audience among people who already answered GWI's Core survey, and interview them again.
2
Connect them
Their new answers sync with the Core data set, so the audience can be profiled against more than 70,000 datapoints.
3
Top them up
A fresh blended sample tops up the base, so every segment has enough people to read with confidence.
Data that moved brands
From positioning to sponsorship to measuring what a campaign actually changed.
+19%
Pringles x Team BDS
Proof the sponsorship worked
People who saw the campaign were 19% more positive about Pringles' role in gaming than people who didn't.
PlayStation
From esports to competitive gaming
Loadout research guided PlayStation's shift from talking about "esports" to "competitive gaming".
Audi
A sponsorship strategy built on fans
Loadout data shaped Audi's gaming and esports sponsorship strategy.
A top tournament organiser
Brand impact, before and after
Brand impact measured before and after the event, across 10 categories and 5 to 6 brand metrics each.
Pick your loadout
Clear scope, clear price. Each extra market comes at a discount.
Market study
Know one market
The full Loadout Gaming Study plus GWI Core for one country, ready for any brand that wants in.
€10,000per market, excl. VAT. Quoted in local currency outside the eurozone.
- About 1,000 representative respondents
- One survey wave, timing agreed with you
- Dashboard access for your market
- Full PDF report, executive summary and visuals
- Optional webinar or live presentation
Brand study
Built around you
Your category, your competitors, your questions, across the markets you sell in.
Customscoped on a 30 minute call
- Custom brand and category questions, written with your team
- As many markets as you need, in one comparable study
- Brand tracking against competitors, by gamer profile
- Segmentation, motivations and audience profiles
- Results readout with the Loadout team
How a study runs
- DesignAgree the research focus, write and sign off any custom questions, localise the questionnaire.
- FieldworkSurvey live, recontact and blended samples, quality checks per market.
- ResultsData weighted and loaded into the dashboard, then a readout with our team.
- ActivateBrief product, campaigns and partners. Track change year on year.
Good questions
Who answers the survey?
People who already took part in GWI's Core survey are invited back to answer the Loadout questions. A fresh blended sample tops up the base. Samples are 1,000 or 750 per market, weighted to be representative.
How is this different from buying GWI on its own?
GWI tells you a lot about people in general. Loadout adds 60+ questions on gaming and esports that GWI doesn't ask, written by people who know the scene, and links them to everything GWI knows. You get both, plus analysts who can read them.
Can we add our own questions?
Yes, with a brand study. We write them with your team and agree the wording before fieldwork. Brands can also be added to the tracking on request.
Which markets can we get?
Over 20 across Europe, LATAM, APAC and North America, including Belgium, the Netherlands, France, Germany, the UK, the US, Canada and Brazil. Ask about a market that isn't on the list, it can often be added.
What do we actually receive?
Dashboard access to explore the data yourself, a full PDF report with an executive summary, infographics and visual assets, and an optional webinar or live presentation of the results.
Do we need to be a gaming brand?
No. Most of our clients aren't. Car makers, insurers, food and drink brands and gyms use Loadout to understand how to reach young audiences who spend their free time in games.
Gear up
Thirty minutes is enough to agree what you need to know and which markets matter. We come back with scope, timing and a price.
Who you'll talk to
Birger De GeyterPartnerships and new studies[email protected]
LichterResearch, questionnaires and pricing[email protected]
2250 Olen, Belgium