5.7 million UK adults ‘only started playing video games in 2021’

Latest News

5.7 million UK adults ‘only started playing video games in 2021’

By Alexandra Leonards

5/4/2022

Up to six million adults in the UK only started playing video games last year, according to research from Marmalade Game Studio.

The gaming company said that overall there are around 44 million video game users in the UK.

Marmalade commissioned the independent consumer research company Consumer Intelligence to interview 1,022 adults aged 18-plus weighted to represent the UK population between November 12th and 14th 2021.

It says that the increase in adult players was “fuelled by restrictions” during the pandemic.

The study suggested that around 700,000 UK adults expect to start playing digital games for the first time this year.

“The UK video game market is the largest in Europe and the sixth biggest in the world, with an annual revenue of around £5.89 billion, and we expect it to continue to enjoy rapid growth,” said Cristina Mereuta, co-chief executive, Marmalade Game Studio.

Bringing Teams to the table – Adding value by integrating Microsoft Teams with business applications

A decade ago, the idea of digital collaboration started and ended with sending documents over email. Some organisations would have portals for sharing content or simplistic IM apps, but the ways that we communicated online were still largely primitive.

Automating CX: How are businesses using AI to meet customer expectations?

Virtual agents are set to supplant the traditional chatbot and their use cases are evolving at pace, with many organisations deploying new AI technologies to meet rising customer demand for self-service and real-time interactions.