2023 Gaming Accessory Survey
We work with diverse clients and are watching trends around the globe that are impacting their businesses. One trend that we have been watching is around gaming. The growth of the market. The expansion of interactivity and new technologies etc. And with the social benefits of video games becoming more apparent, the gaming market has now surpassed the movie and sports industries combined. With the number of gamers expected to grow to 3.6 billion by 2025.
We got curious about where these gamers are shopping for their accessories and why they shop in store vs. online.
In July, 2023 we collected data from 271 people who either gamed or who bought products for those who game. Across the sample, shoppers consider quality first and price second in importance when evaluating their gaming accessories with brand and style further down their priority list. Interestingly, some shoppers specifically mentioned comfort or ergonomics as important factors in their purchase decision (more on this opportunity at a later date!). Each of these elements may point to the unique role of the in-store experience to bring these important factors to life but we knew that there was a clear role for online shopping so we wanted to know more.
As we dove into where shoppers buy their accessories and why they select one retailer over another, FOUR primary themes emerged.
So how do shoppers select retailers? Like many other categories - convenience is king! But how they define convenience may be different.
Below are the top 4 reasons why shoppers select retailers for their gaming accessories.
1. Convenience: Many shoppers prioritize convenience when choosing where to purchase items. Retailers like Amazon offer the convenience of online shopping and fast shipping, while physical stores like Best Buy, GameStop, Target, and Walmart are chosen due to their proximity and immediate gratification.
2. Price and Affordability: Shoppers often select retailers based on price and affordability. They seek the best deals and competitive prices, and they may compare prices at various retailers to find the most cost-effective option.
3. Selection and Variety: Retailers with a wide selection of products and brands are preferred. Amazon is often cited for having a vast product range, while Best Buy and GameStop are mentioned for their variety of gaming accessories. Shoppers want choice.
4. Trust and Reliability: Trust in the retailer is crucial, and shoppers prefer retailers they have had positive experiences with. Trustworthiness is often associated with good customer service, reliable shipping, and easy returns. This continues to reinforce the importance of every shopper touch point to establish and maintain trust in the relationship and their willingness to return.
While these represent the most common themes it was clear that shoppers are often weighing a combination of these factors to determine the best retailer for their specific needs. As we consider the impact of this insight for our clients, we will continue to look for opportunities to feature and reinforce these important factors within each instore experience that we help to create.
How can we increase convenience?
How are we telling the value story?
How are we featuring or accounting for selection and variety?
How are we helping to build trust and demonstrating reliability for the brands we work for?
In addition to survey information, we also stay atop the latest trends in the gaming industry. This information helps shape how we market video game accessories in stores. Here is an infographic covering some of the more interesting and relevant insight we uncovered this year while working on projects for various video game accessory brands.
Neon Carrot is an insight, strategy, and design company that has worked on many of the retail experiences you interact with daily at mass retailers such as Best Buy, Target, and The Home Depot. We are a part of LYNX Innovation, a global provider of interactive retail displays and experiences. Contact us today to learn more about how your brand can partner with us to bring delightfully engaging moments to your brand in store marketing. For this survey we partnered with Switch Innovation. The team at Switch is integral in providing us with perspective, thought, and experience. Thank you Kathy & Joe!