Games Audience in United Kingdom
Games has an estimated audience of 31,548,869 people in United Kingdom. 51.8% are female, 48.2% are male, average age 42.1. Top regions: England, South East, Yorkshire and the Humber. Top brand affinities: Angry Birds, GeForce, Body Care, Pet Rescue Saga, Baghdad Governorate.
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 Indulgence, Luxury Orientation. Compared to the country baseline, this audience shows distinctive patterns across 15 brand affinities and 12 regions tracked by Rascasse.
Category: Games · Type: Topic · Subtype: Lifestyle cluster
Demographics of Games fans
| Metric | Value |
|---|---|
| Female | 51.8% |
| Male | 48.2% |
| Average age | 42.1 |
| Estimated audience size | 31,548,869 |
Audience persona
The typical Games fan in United Kingdom is balanced, around 42.1 years old, with strong Indulgence tendencies and a notable affinity for Angry Birds.
Top regions in United Kingdom
| Region | Reach | Affinity |
|---|---|---|
| England | 20,843,495 | 0.71× |
| South East | 3,967,901 | 0.94× |
| Yorkshire and the Humber | 3,583,005 | 1.41× |
| Scotland | 2,507,851 | 0.88× |
| East of England | 2,372,980 | 0.82× |
| Wales | 2,216,390 | 1.23× |
| South West | 2,177,759 | 0.84× |
| West Midlands | 2,089,035 | 1.54× |
| East Midlands | 1,847,149 | 0.83× |
| North West | 1,656,065 | 0.49× |
| North East | 1,373,948 | 1.12× |
| Northern Ireland | 1,140,460 | 1.18× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Angry Birds | 1.56× | Games |
| GeForce | 1.5× | Technology & Electronics |
| Body Care | 1.74× | Movies & TV |
| Pet Rescue Saga | 1.61× | Games |
| Baghdad Governorate | 1.63× | Travel & Leisure |
| Contemporary Ceramics | 1.88× | Arts & Culture |
| Self-acceptance | 1.59× | Health |
| Shopaholic | 2.44× | Movies & TV |
| Betting strategy | 1.54× | Games |
| Final Fantasy: Brave Exvius | 1.8× | Games |
| Life With Cats | 1.74× | Pets & Animals |
| Real Canadian Superstore | 2.19× | Shopping |
| Jabong.com | 2.1× | Fashion & Accessoires |
| Marc Jacobs Beauty | 1.66× | Beauty & Wellness |
| CorePower Yoga | 1.65× | Sports |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.28 |
| Luxury Orientation | PREMIUM | 1.2 |
| Price Sensitivity | PREMIUM | 1.17 |
| Social Media Usage | JOY | 1.08 |
| Individualism | JOY | 1.06 |
| Convenience Orientation | PREMIUM | 1.05 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 18.3% |
| Japan | 5.9% |
| India | 5.2% |
See Games audiences in other countries
More Lifestyle cluster audiences in United Kingdom
- Food and drink (40,038,753)
- Arts and music (39,614,473)
- Shopping (38,059,513)
- Food (36,602,968)
- Clothing (36,166,055)
Frequently asked questions
How many fans does Games have in United Kingdom?
Games has an estimated audience of 31,548,869 people in United Kingdom, concentrated in England and South East.
What is the gender split and age of Games fans?
51.8% of Games fans are female, 48.2% are male, with an average age of 42.1 years.
Which brands do Games fans like most?
Games fans show strongest brand affinity for Angry Birds (1.56×), GeForce (1.5×), and Body Care (1.74×) over the country average.
Where do Games fans live in United Kingdom?
Games fans in United Kingdom are most concentrated in England (reach 20,843,495), South East (reach 3,967,901), and Yorkshire and the Humber (reach 3,583,005). These three regions account for the largest share of the active audience.
What other brands do Games fans also like?
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.
How to read this data
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.
About this audience profile
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.