1、EMEA CONSUMER NAVIGATOR Q1 2025Entertainment:Gaming,Sports&AnimeABOUT THIS STUDY*The same study has been conducted in the US prior to this EMEA version,and this report contains comparison with US data.To check more detailed US data,please visit Entertainment:Gaming,Sports&Anime Navigator 202402Surve

2、y MethodologySurvey Methodology The survey was conducted by dentsu via an online research panel The survey was fielded at the end of February 2025 Target audience 18-79 year olds Sample of 4,800 respondents across 5 EMEA markets(n=2000 UK,n=700 France,n=700 Spain,n=700 Italy&n=700 Poland)Controls pu

3、t in place to achieve a nationally representative sample(using the latest publicly available national statistics for each market).CONTENTS01 Top Consumer Insights 02 Beyond Pixels:Video Games As Personal Canvas03 Behind The Scenes:The Real Stories Fan Love04 Anime:Slowly Rising,Rapidly Captivating05

4、 Implications For Marketers04TOP CONSUMER INSIGHTSGaming is fostering self-expression&social relationships.Gaming is seen as a great social connector,particularly among Gen Z where 62%see gaming as a way of connecting with others and making friends.It also enables them to experiment with different p

5、ersonas and identities with 41%feeling they are better able to express themselves in video games than in real life.This reflects the safe spaces video games can create for gamers to experiment with self-expression and create a sense of belonging in an increasingly hyper-surveilled world.Fandoms cros

6、sover between video games and entertainmentVideo gamers have a great interest(62%)in video games being turned into a TV/movie show with 67%having watched a TV/movie show after playing the video game version.This suggests gamers enjoy the storytelling aspect of video games,where watching TV shows/mov