Deloitte Insights and our research centers deliver proprietary research designed to help organizations turn their aspirations into action.

DELOITTE INSIGHTS

  • Home
  • Spotlight
    • Weekly Global Economic Outlook
    • Top 10 Reading Guide
    • Future of Sports
    • Technology Management
    • Growth & Competitive Advantage
  • Topics
    • Economics
    • Environmental, Social, & Governance
    • Operations
    • Strategy
    • Technology
    • Workforce
    • Industries
  • More
    • About
    • Deloitte Insights Magazine
    • Press Room Podcasts

DELOITTE RESEARCH CENTERS

  • Cross-Industry
    • Home
    • Workforce Trends
    • Enterprise Growth & Innovation
    • Technology & Transformation
    • Environmental & Social Issues
  • Economics
    • Home
    • Consumer Spending
    • Housing
    • Business Investment
    • Globalization & International Trade
    • Fiscal & Monetary Policy
    • Sustainability, Equity & Climate
    • Labor Markets
    • Prices & Inflation
  • Consumer
    • Home
    • Automotive
    • Consumer Products
    • Food
    • Retail, Wholesale & Distribution
    • Hospitality
    • Airlines & Transportation
  • Energy & Industrials
    • Home
    • Aerospace & Defense
    • Chemicals & Specialty Materials
    • Engineering & Construction
    • Mining & Metals
    • Oil & Gas
    • Power & Utilities
    • Renewable Energy
  • Financial Services
    • Home
    • Banking & Capital Markets
    • Commercial Real Estate
    • Insurance
    • Investment Management
    • Cross Financial Services
  • Government & Public Services
    • Home
    • Defense, Security & Justice
    • Government Health
    • State & Local Government
    • Whole of Government
    • Transportation & Infrastructure
    • Human Services
    • Higher Education
  • Life Sciences & Health Care
    • Home
    • Hospitals, Health Systems & Providers​
    • Pharmaceutical Manufacturers​
    • Health Plans & Payers​
    • Medtech & Health Tech Organizations
  • Tech, Media & Telecom
    • Home
    • Technology
    • Media & Entertainment
    • Telecommunications
    • Semiconductor
    • Sports
Deloitte.com
Deloitte Insights logo
  • SPOTLIGHT
    • Weekly Global Economic Outlook
    • Top 10 Reading Guide
    • Future of Sports
    • Technology Management
    • Growth & Competitive Advantage
  • TOPICS
    • Economics
    • Environmental, Social, & Governance
    • Operations
    • Strategy
    • Technology
    • Workforce
    • Industries
  • MORE
    • About
    • Deloitte Insights Magazine
    • Press Room Podcasts
    • Research Centers
  • Welcome!

    For personalized content and settings, go to your My Deloitte Dashboard

    Latest Insights

    Creating opportunity at the intersection of climate disruption and regulatory change

    Article
     • 
    7-min read

    Better questions about generative AI

    Article
     • 
    2-min read

    Recommendations

    Tech Trends 2025

    Article

    TMT Predictions 2025

    Article

    About Deloitte Insights

    About Deloitte Insights

    Deloitte Insights Magazine, issue 33

    Magazine

    Topics for you

    • Business Strategy & Growth
    • Leadership
    • Operations
    • Marketing & Sales
    • Diversity, Equity, & Inclusion
    • Emerging Technologies
    • Economy

    Watch & Listen

    Dbriefs

    Stay informed on the issues impacting your business with Deloitte's live webcast series. Gain valuable insights and practical knowledge from our specialists while earning CPE credits.

    Deloitte Insights Podcasts

    Join host Tanya Ott as she interviews influential voices discussing the business trends and challenges that matter most to your business today. 

    Subscribe

    Deloitte Insights Newsletters

    Looking to stay on top of the latest news and trends? With MyDeloitte you'll never miss out on the information you need to lead. Simply link your email or social profile and select the newsletters and alerts that matter most to you.

Welcome back

To join via SSO please click on the key button below
Still not a member? Join My Deloitte

Will gaming keep growing when the lockdowns end?

by Chris Arkenberg
  • Save for later
  • Share
    • Share on Facebook
    • Share on Twitter
    • Share on Linkedin
    • Share by email
3 minute read 08 July 2020

Will gaming keep growing when the lockdowns end? Video game industry trends during the COVID-19 pandemic

3 minute read 08 July 2020
  • Chris Arkenberg United States
  • Save for later
  • Share
    • Share on Facebook
    • Share on Twitter
    • Share on Linkedin
    • Share by email

Locked down at home, more people are playing video games than ever. Can companies convert casual gamers into long-term customers?

Percentage of US consumers who have tried a new digital activity during the pandemic

For many people, COVID-19 lockdowns quickly increased the number of hours spent in front of screens—and inspired millions to try new digital activities. Deloitte’s 2020 digital media trends survey found that, during the crisis, a third of consumers have, for the first time, subscribed to a video gaming service, used a cloud gaming service, or watched esports or a virtual sporting event.1 With school and office closures, work furloughs, and canceled travel plans, more people are playing video games—and more are upgrading their gaming relationships from casual to committed. But once people resume venturing out of doors, will providers be able to keep players engaged?

Learn more

Explore the Thinking Fast series library

Subscribe and never miss a charticle

Learn about Deloitte’s services

Go straight to smart. Get the Deloitte Insights app

For game studios and publishers, console makers, and gaming service providers—as well as the top video platforms supporting gaming content and livestreaming—the moment is ideal to convert more casual gamers into long-term customers.

From simple mobile games to immersive multiplayer experiences, video gaming has been growing in popularity in recent years.2 Even before COVID-19, Deloitte’s survey found a quarter of consumers ranking playing video games as one of their three favorite entertainment activities. This trend toward interactive—and often social—entertainment is most pronounced in younger generations, many of whom have grown up online and playing video games. Around 40% of Millennials and Gen Z listed playing video games in their top three.3

During the COVID-19 crisis, more people have been home with free time, families have been playing games across generations, and in-person live entertainment is on hold.4 When people begin returning to school and work schedules, will video games maintain their share of entertainment time?

There’s a chance that around a third of consumers might. A first-time subscriber to a new video gaming service, such as those supporting top gaming consoles and all-you-can eat mobile gaming, can get access to new releases and a back catalog of games. The trend toward gaming subscriptions follows the success of streaming video services and has been credited with driving growth for top game titles.5

For cloud gaming services, the market is still young. Gaining subscribers during the crisis gives them a chance to show their value and potentially anchor more top game titles. With live sports mostly on hold and esports already reaching new levels of popularity, more people are watching others play and comment on video games.6 Whether they’re checking out league contests for top esports titles or swapping live physical sports for virtualized versions, first-time viewers seem to be becoming more engaged with the world of video gaming.

Implications for executives

The COVID-19 crisis has accelerated customer acquisition and engagement for video gaming services and experiences, but retention may face challenges as people return to schools and workplaces. Meaningful touchpoints, incentives, and experiences may go a long way in keeping these new users engaged. A better understanding of customers is the right place to start.

  • Do providers know who these new users are and which games they’re playing most?
  • Can they target them with offers to keep them engaged once the crisis is over?
  • How can they leverage cross-promotions with relevant brands and celebrities, across multiple channels, to reach audiences that may spend more time on social platforms than cable TV?
  • How can they collaborate with sports and live entertainment to reinforce both industries, virtually and physically?

The COVID-19 crisis has been profoundly impactful. As people turn to more entertainment options to fill time and seek comfort, providers should not take momentary gains for granted—they should continue working to deliver greater and more personalized value.

Acknowledgments

Cover image by: Viktor Koen

Endnotes
    1. Kevin Westcott et al., Digital media trends survey, 14th edition, Deloitte Insights, June 23, 2020. View in article

    2. Limelight Networks, “The state of online gaming–2019,” 2019. View in article

    3. Westcott et al., Digital media trends survey, 14th edition. View in article

    4. Ibid. View in article

    5. Michael Futter, “The future of gaming is subscription,” Variety, February 22, 2019. View in article

    6. Stefan Hall, “How COVID-19 is taking gaming and esports to the next level,” World Economic Forum, May 15, 2020. View in article

Show moreShow less

Topics in this article

Media & Entertainment , Center for Technology, Media & Telecommunications

Technology, Media & Telecommunications

Deloitte’s Technology, Media & Telecommunications (TMT) industry practice brings together one of the world’s largest group of specialists respected for helping shape many of the world’s most recognized TMT brands—and helping those brands thrive in a digital world.​

Learn more
Get in touch
Contact
  • ​Kevin Westcott
  • Principal, US Telecom, Media & Entertainment lead
  • Deloitte Consulting LLP
  • kewestcott@deloitte.com
  • +1 213 553 1714

Download Subscribe

Related content

img Trending

Can 5G unleash next-generation digital experiences in the home?

Article 5 years ago
img Trending

The most valued technology gadgets of the last decade

Article 5 years ago
img Trending

Video gaming goes mainstream

Article 5 years ago
img Trending

2022 Digital media trends: Toward the metaverse

Article 3 years ago

Explore the Thinking Fast series

  • How streaming is changing the music industry Article4 years ago
  • Can tech companies reach older consumers during the pandemic? Article4 years ago
  • Closing the tech conference gender gap Article5 years ago
  • Why organizations are moving to the cloud Article5 years ago
  • The satellite broadband industry is moving at hyperspeed Article5 years ago
  • The changing face of North America’s tech ecosystem Article5 years ago
Chris Arkenberg

Chris Arkenberg

Research leader

Chris Arkenberg is a research manager with Deloitte’s Center for Technology, Media and Telecommunications. He has 20 years of experience focusing on how people and organizations interact with transformational technologies. Chris is also an avid video game enthusiast, stomping the virtual grounds since the days of the 2600.

  • carkenberg@deloitte.com
  • +1 415-783-7025

Share article highlights

See something interesting? Simply select text and choose how to share it:

Email a customized link that shows your highlighted text.
Copy a customized link that shows your highlighted text.
Copy your highlighted text.

Will gaming keep growing when the lockdowns end? has been saved

Will gaming keep growing when the lockdowns end? has been removed

An Article Titled Will gaming keep growing when the lockdowns end? already exists in Saved items

Invalid special characters found 
Forgot password

To stay logged in, change your functional cookie settings.

OR

Social login not available on Microsoft Edge browser at this time.

Connect Accounts

Connect your social accounts

This is the first time you have logged in with a social network.

You have previously logged in with a different account. To link your accounts, please re-authenticate.

Log in with an existing social network:

To connect with your existing account, please enter your password:

OR

Log in with an existing site account:

To connect with your existing account, please enter your password:

Forgot password

Subscribe

to receive more business insights, analysis, and perspectives from Deloitte Insights
✓ Link copied to clipboard

Deloitte Insights and our research centers deliver proprietary research designed to help organizations turn their aspirations into action.

Deloitte Insights

  • Home
  • Topics
  • Industries
  • About Deloitte Insights

DELOITTE RESEARCH CENTERS

  • Cross-Industry
  • Economics
  • Consumer
  • Energy & Industrials
  • Financial Services
  • Government & Public Services
  • Life Sciences & Health Care
  • Tech, Media & Telecom
Deloitte logo

Learn about Deloitte’s offerings, people, and culture as a global provider of audit, assurance, consulting, financial advisory, risk advisory, tax, and related services.

© 2025. See Terms of Use for more information.

Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee ("DTTL"), its network of member firms, and their related entities. DTTL and each of its member firms are legally separate and independent entities. DTTL (also referred to as "Deloitte Global") does not provide services to clients. In the United States, Deloitte refers to one or more of the US member firms of DTTL, their related entities that operate using the "Deloitte" name in the United States and their respective affiliates. Certain services may not be available to attest clients under the rules and regulations of public accounting. Please see www.deloitte.com/about to learn more about our global network of member firms.

  • About Deloitte
  • Terms of Use
  • Privacy
  • Data Privacy Framework
  • Cookies
  • Cookie Settings
  • Legal Information for Job Seekers
  • Labor Condition Applications
  • Do Not Sell My Personal Information