Television screens and videos once dominated family time on Saturday nights, but new studies have revealed a major shift toward video games, revealing a significant cultural shift for family entertainment.
A Livewire study of 2,100 parents in the US, UK, and Australia found that 74% of families reported regular combined gaming. Primetime games take place between five p. m. and 10 p. m. , specifically on Saturdays, and this activity has reduced the consumption of classic television by 40% among families who play combined. In addition, 74% of parents who play video games with their children will do so two or three times a week.
Parents opt for gaming over other media for a huge reason: interactive play holds their youngsters’ focus. TV and movies now regularly compete with second screens like smartphones and tablets, but Livewire’s study found that 83% of parents observed no such distractions during gaming sessions.
When it comes to gaming options, Minecraft dominates all age groups, while Roblox and Mario Kart also finish in the top five. As kids get older, Fortnite and Call of Duty start to climb the rankings; For young people between 15 and 17 years old, Fortnite ties with Minecraft.
Families also use a wide variety of platforms to play. Consoles lead the market and are the generation of choice for 66% of households. This is followed by mobile devices (48%), tablets (38%) and portable devices (33%). Laptops (31%) and PCs (28%) are at the bottom of the list, ahead of virtual reality headsets (15%).
Beyond entertainment, 70% of parents believe gaming has positively influenced their children, helping them to build social and cognitive skills like strategic thinking, teamwork, and emotional resilience. Parents benefit, too; 82% see the activity as a stress reliever, while 83% use it to teach their children about online safety.
The survey also looked at the business implications of how this exclusive attention presents a wonderful opportunity for logo engagement. According to the report, 96% are open to using logos in the game, as long as it aligns with their values and complements the gaming experience.
“As a modern parent of young children, I know from experience that the landscape has evolved,” said Tom Simpson, CEO of Livewire. “There has been a clear shift in family priorities, where the combination of gambling is privileged over classic entertainment bureaucracy like watching television. Globally, the new Saturday night prime time is Saturday the night.
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