Likelihood of mobile gaming purchases due to representative characters worldwide 2021

Mobile gamers in selected countries who are more likely to download, buy or make purchases if mobile games featured more representative characters as of August 2021

CharacteristicTotal gamersDiverse gamersLGBTQ+Women and non-binary
Brazil 81% 84% 89% 81%
South Korea 75% - 83% 72%
United Kingdom 61% 83% 79% 55%
United States 68% 76% 72% 62%
Germany 55% - 67% 49%
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Release date

December 2021

Region

Worldwide

Survey time period

June to August 2021

Number of respondents

6,045 respondents

Age group

18 years and older

Special properties

who play mobile games for at least 3-4 hours per week

Method of interview

Online interview

Supplementary notes

Original statement: "percentage of mobile gamers surveyed who would be more likely to download, buy or make purchases in the game if the game featured more characters that “represent you or people like you”."

Mobile gamer definition: play 3+ hours gaming per week and at least some games played have human characters.

Data for Diverse Gamers was not collected in Germany and South Korea. This category includes respondents who identify as Black, Native, Asian and Pacific Islander, Hispanic and Latinx, Middle Eastern, and other non-white ethnicity in the US, UK and Brazil.

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