Gamers spend more than non-gamers across categories

The first comprehensive consumer behavior study comparing Polish gamers and non-gamers reveals significant differences in purchasing patterns, according to research released July 2025 by IAB Poland's Gaming/Esports Working Group in collaboration with SW Research. The study surveyed 1,001 participants, with 505 identifying as gamers and 496 as non-gamers, marking the initial direct comparison of these consumer segments in Poland.

Higher spending across categories

According to the research findings, gamers demonstrate superior purchasing activity across numerous product categories. The study found that 62% more gamers than non-gamers spend above 300 PLN monthly on entertainment, with average entertainment budgets showing gamers spending 275 PLN compared to non-gamers' lower allocations.

Gaming consumers showed particularly strong preferences in technology categories. The electronics segment registered an affinity index of 124, indicating 69% higher purchase rates among gamers. Phones, smartphones, and tablets achieved identical affinity scores of 124, representing 71% increased activity compared to non-gaming consumers.

Furniture purchasing revealed an affinity index of 122, demonstrating 63% higher engagement among gaming audiences. The research methodology measured purchase frequency across quarterly intervals to establish these comparative metrics.

Entertainment and lifestyle patterns

Entertainment consumption patterns revealed stark differences between consumer groups. According to the study, gamers purchase books, music, and media content at significantly higher rates, achieving an affinity index of 121, representing 57% increased activity. Sportswear purchases among gamers registered 22% higher frequency, contradicting stereotypes about sedentary gaming lifestyles.

The research documented that 73% of gamers watch television compared to 60% of non-gamers. Radio listening showed similar patterns, with 55% of gamers engaging compared to 43% of non-gamers. Reading frequency demonstrated the largest gap, with 60% of gamers reading books versus 40% of non-gamers.

Digital commerce preferences

Shopping behavior analysis revealed gamers' strong preference for online transactions. According to the findings, 82% of gamers prefer online purchasing compared to 65% of non-gamers. This 8.5% difference represents significant implications for retailers developing omnichannel strategies.

The study documented that 21.4% fewer gamers prefer offline shopping compared to non-gaming consumers. Additionally, 6.7% more gamers prefer researching offline before purchasing online, while 16.5% more prefer researching online before offline purchases.

Decision-making factors

Purchase decision analysis revealed quality as the primary consideration for both groups, though gamers showed stronger emphasis. According to research data, 90.5% of gamers prioritize quality compared to 87.5% of non-gamers. Price considerations ranked second for gamers at 87.1% versus 82.9% for non-gamers.

Exclusivity emerged as a notable differentiator, with gamers showing 8.1 percentage points higher interest in exclusive products. Media opinion influence registered 6.3 percentage points higher among gaming consumers, suggesting greater engagement with product reviews and recommendations.

Gaming marketing context

These findings align with broader gaming advertising developments across international markets. IAB established standard metrics for gaming advertising measurement in June 2025, addressing transparency gaps as 80% of U.S. internet users identify as gamers. The measurement framework targets standardization across gaming environments, establishing baseline metrics for display, video, audio, and custom advertising implementations.

Previous IAB research revealed growing gaming advertising investment, with 86% of advertisers considering in-game advertising brand-safe environments. The study highlighted effectiveness across awareness, consideration, and purchase intent metrics, with 40% of advertisers planning increased gaming advertising spending.

Marketing implications

The research provides actionable insights for marketing professionals targeting Polish consumers. Gaming audiences demonstrate higher purchasing power, digital commerce preference, and quality consciousness across multiple categories. Their superior engagement with entertainment content and technology products suggests opportunities for cross-category marketing strategies.

Justyna Oracz, Head of Communications at WE!RE FANTASY and Gaming/Esports Working Group Chair, emphasized the findings' significance. According to the research announcement, gamers represent substantial consumer segments with considerable purchasing capabilities rather than niche markets.

Demographic characteristics

The study revealed balanced gender distribution among both groups, with gamers showing 52% male and 48% female participation. Age analysis found 64% of gamers fall within 24-54 age ranges, while non-gamers show increasing representation above 55 years.

Income analysis demonstrated 55% of gamers earning above 5,000 PLN monthly compared to 36% of non-gamers. Educational backgrounds showed similar distributions, with 30% holding vocational education and 24% possessing master's degrees across both segments.

Timeline

• July 2025: IAB Poland Gaming/Esports Working Group releases comprehensive gamer vs non-gamer consumer study
• June 26, 2025: IAB establishes Gaming Measurement Framework targeting measurement standardization across gaming environments
• July 24, 2025: IAB hosts "Play to Win: Measuring Campaign Success in Gaming" webinar exploring framework implementation
• March 26, 2024: IAB study finds gaming advertising investment growing with 86% considering environment brand-safe

Key terminology explained

Affinity index: A statistical measurement comparing purchase behavior between different consumer groups, expressed as a percentage showing how much more likely one group is to engage in specific purchasing activities compared to another group.

Gaming/Esports Working Group: A specialized committee within IAB Poland focused on developing industry standards, conducting research, and providing guidance for marketing professionals operating within gaming and esports advertising environments.

Consumer segments: Distinct groups of customers identified through demographic, behavioral, or preference-based characteristics, enabling marketers to develop targeted strategies and measure comparative performance across different audience types.

Purchase frequency: The rate at which consumers make buying decisions within specific product categories, typically measured across defined time periods such as monthly, quarterly, or annual intervals for market analysis purposes.

Digital commerce: Online purchasing activities encompassing e-commerce transactions, mobile shopping applications, and digital payment systems, representing the shift from traditional retail environments to internet-based commercial interactions.

Cross-category marketing: Strategic approaches that leverage consumer behavior insights from one product category to inform marketing decisions in unrelated categories, maximizing advertising effectiveness through audience understanding.

Entertainment budgets: Consumer spending allocated specifically for leisure activities including games, media content, streaming services, and recreational products, providing insights into discretionary income allocation patterns.

Quality consciousness: Consumer behavior characterized by prioritizing product quality over price considerations, indicating willingness to pay premium amounts for superior materials, craftsmanship, or performance characteristics.

Measurement standardization: Industry efforts to establish consistent metrics and reporting frameworks across different platforms and vendors, enabling accurate campaign comparison and performance evaluation in complex advertising ecosystems.

Omnichannel strategies: Marketing approaches that integrate multiple customer touchpoints including online, offline, mobile, and social platforms to create seamless brand experiences across all interaction channels.

Summary

Who: IAB Poland Gaming/Esports Working Group conducted research in collaboration with SW Research, surveying 1,001 Polish consumers divided between 505 gamers and 496 non-gamers.

What: First comprehensive comparison study of consumer purchasing behaviors between gaming and non-gaming audiences in Poland, revealing significant spending differences across multiple product categories including electronics, entertainment, furniture, and lifestyle products.

When: Research released July 2025, marking initial direct comparison analysis of these consumer segments in the Polish market.

Where: Study focused on Polish consumer market, examining purchasing patterns across various geographic regions and demographic segments within Poland.

Why: Research aimed to challenge traditional marketing assumptions about gaming audiences and provide data-driven insights for marketing professionals seeking to understand the commercial value of gaming consumer segments versus general population behaviors.