Half of Australians surveyed identify as gamers: Havas

Half of the 513 Australians surveyed in a new Havas study identify as casual or hardcore gamers, as new research examines gaming's growing role in social connection, skills, wellbeing and culture.

Havas' latest Prosumer Report, Open World: The Cultural Expansion of Gaming, surveyed 11,000 adults aged 18 and over across 25 markets during the first quarter of 2026, including 513 people in Australia.

The research separates mainstream consumers from Havas' Prosumer segment, which the group defines as influential consumers whose attitudes and behaviours can anticipate broader market shifts. Unless otherwise stated, the Australian Prosumer results relate specifically to that segment of the local sample.

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Gaming becomes a social and skills space

Among Australian Prosumer gamers, 59 per cent said gaming had become an essential part of their lives. Six in 10 Australian Prosumers said gaming had made them more socially connected, with the same proportion saying friendships formed through gaming were as important as those formed offline.

The study also found 96 per cent of Australian Prosumers believe games can teach crucial skills. Strategic thinking led at 65 per cent, followed by problem solving at 62 per cent.

Wellbeing also featured prominently. Nearly eight in 10 Australian Prosumers believe gaming can benefit mental health when practised responsibly, while 68 per cent see games as a refuge from an increasingly difficult world.

Brands have permission, but not a blank cheque

Australian Prosumers were broadly open to brands participating in gaming when they provided something useful. Eighty-seven per cent identified at least one way brands could add value to gaming platforms.

Rewards emerged as the strongest opportunity, with 67 per cent wanting brands to recognise achievements with money or free products and 55 per cent wanting rewards for engagement.

That permission comes with limits. Seventy-six per cent expect gaming to become saturated with advertising within the next decade.

Havas PLAY managing partner Nick Smith said: “For brands, that means treating gaming less like a media channel and more like a cultural space, with a responsibility to contribute rather than simply interrupt.”

Players want stronger guardrails

The study also found support for tighter protections within gaming. Seventy-two per cent of Australian Prosumers want tougher penalties for harassment, while 77 per cent believe random reward mechanics that encourage spending should be regulated as gambling.

Looking ahead, 65 per cent believe technology will integrate gaming into all aspects of life.

Havas Red Australia CEO Shane Russell said: “The significance of these findings is not simply that more Australians are gaming. It is that gaming is becoming embedded in how people connect, learn and participate in culture. That challenges marketers to look beyond traditional audience definitions and recognise gaming as an increasingly influential part of everyday Australian life.”