A data profile of the people who buy, follow and care about Games in United Kingdom — modelled from more than twelve digital signal sources. Games has an estimated audience of 31,548,869 people in United Kingdom.
The average Games fan in United Kingdom is 42.1 years old, balanced, and lives primarily in England.
The audience is concentrated in England, South East, Yorkshire and the Humber.
Top brand affinities include Angry Birds, GeForce, Body Care, with strongest over-indexing on Angry Birds (1.56× the country average).
Demographically, the Games audience skews balanced with an average age of 42.1, and over-indexes on personality traits such as Family Orientation, Social Media Usage.
Compared to the country baseline, this audience shows distinctive patterns across 15 brand affinities and 12 regions tracked by Rascasse.
The typical Games fan in United Kingdom is balanced, around 42.1 years old, with strong Family Orientation tendencies and a notable affinity for Angry Birds.
The key figures that characterise the Games profile in United Kingdom.
51.8% are female, 48.2% are male, average age 42.1.
| Metric | Value |
|---|---|
| Female | 51.8% |
| Male | 48.2% |
| Average age | 42.1 |
| Estimated audience size | 31,548,869 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 15% | |
| 20-29 | 18% | |
| 30-39 | 18% | |
| 40-49 | 21% | |
| 50+ | 28% |
of the worldwide Games audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 18.3% |
| Japan | 5.9% |
| India | 5.2% |
Where the Games audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | West Midlands | ~2M | 1.54× | |
| 02 | Yorkshire and the Humber | ~3.5M | 1.41× | |
| 03 | Wales | ~2M | 1.23× | |
| 04 | Northern Ireland | ~1M | 1.18× | |
| 05 | North East | ~1.5M | 1.12× | |
| 06 | South East | ~4M | 0.94× | |
| 07 | Scotland | ~2.5M | 0.88× | |
| 08 | South West | ~2M | 0.84× | |
| 09 | East Midlands | ~2M | 0.83× | |
| 10 | East of England | ~2.5M | 0.82× | |
| 11 | England | ~21M | 0.71× | |
| 12 | North West | ~1.5M | 0.49× |
The strongest cross-interests of the Games audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Shopaholic | Movies & TV | 2.44× | ||
| 02 | Real Canadian Superstore | Shopping | 2.19× | ||
| 03 | Jabong.com | Fashion & Accessoires | 2.10× | ||
| 04 | Contemporary Ceramics | Arts & Culture | 1.88× | ||
| 05 | Final Fantasy: Brave Exvius | Games | 1.80× | ||
| 06 | Body Care | Movies & TV | 1.74× | ||
| 07 | Life With Cats | Pets & Animals | 1.74× | ||
| 08 | Marc Jacobs Beauty | Beauty & Wellness | 1.66× | ||
| 09 | CorePower Yoga | Sports | 1.65× | ||
| 10 | Baghdad Governorate | Travel & Leisure | 1.63× | ||
| 11 | Pet Rescue Saga | Games | 1.61× | ||
| 12 | Self-acceptance | Health | 1.59× | ||
| 13 | Angry Birds | Games | 1.56× | ||
| 14 | Betting strategy | Games | 1.54× | ||
| 15 | GeForce | Technology & Electronics | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 0.99× | |
| Social Media Usage | JOY | 0.98× | |
| Price Sensitivity | PREMIUM | 0.96× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.69× | |
| Community Orientation | OPEN | 0.72× | |
| Risk Appetite | THRILL | 0.77× |
Games has an estimated audience of 31,548,869 people in United Kingdom, concentrated in England and South East.
51.8% of Games fans are female, 48.2% are male, with an average age of 42.1 years.
Games fans show strongest brand affinity for Angry Birds (1.56×), GeForce (1.5×), and Body Care (1.74×) over the country average.
Games fans in United Kingdom are most concentrated in England (reach ~21M), South East (reach ~4M), and Yorkshire and the Humber (reach ~3.5M). These three regions account for the largest share of the active audience.
Beyond Games itself, the audience over-indexes on GeForce (1.5×), Body Care (1.74×), Pet Rescue Saga (1.61×), and Baghdad Governorate (1.63×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Games. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across United Kingdom. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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