Who is a gamer anyway?

For many, gaming conjures images of teenagers in their rooms, staying up late on a school night sitting in front of their desktop PCs. In reality the picture is far more diverse, as discovered in our recent innovative research for Google.

We interviewed gamers in the UK, France and Germany, conducting in-home ethnographies and asking respondents to submit regular video diaries. Our research affirmed that many of those gamers were not cash-strapped teenagers but parents, young professionals and business owners.

Our in-house production team created an accessible short film for Google, compiling our research and bringing to life brilliantly the many diverse faces of this under-exposed group.

Watch the film on YouTube.