Back-to-school season is crucial for retailers and marketers targeting parents, and gaming audiences can be found right at the center. In 2025, gamers aren’t just playing—they’re planning, purchasing, and driving household decisions in digital and physical retail.

Recent Activision Blizzard Media research reveals that 89% of US back-to-school shoppers are gaming and 50% shopped for back-to-school in 2024. This signals that gaming audiences are showing up strong in seasonal retail moments.

These players are parents—and spenders

Parents make up a significant share of the gaming audience with many juggling busy schedules, household needs, and school prep. In fact, 62% of US players have children, and among players of King games—best known for Candy Crush Saga—that number reaches 72%. These parents are typically the primary household decision-makers for school-related purchases. Among all US players, 61% plan to spend over $300 for back-to-school in 2024, and 41% expect to spend more than $450​. What’s more, 38% exceeded their original budgets—an indicator of purchase flexibility and brand opportunity.

Players are intentional, omnichannel shoppers

Back-to-school shopping requires planning, list-making, and multiple store visits, and gamers consistently show up across channels. In-store shopping remains essential with 85% of US players shopping at brick-and-mortar retailers in 2024. Online shopping is nearly as prevalent: 67% of the US gaming audience made online purchases.

Mobile has become a core shopping channel as families look to check off items quickly and conveniently. Over half (51%) of players use smartphones or tablets, emphasizing the need for mobile-first ad experiences.

The timing of these purchases follows a pattern: most players shop early. Over half start in July or earlier, and 66% wrap up by August. Events like Amazon Prime Day are particularly influential with 72% of US players reporting participation in summer sales events.

Advertising that works for players

Players expect relevant and rewarding advertising. Among King players, 28% say online ads influenced their back-to-school purchases, and 46% appreciate being offered a reward for watching an ad. Playable ads and rewarded video formats meet this expectation, driving high viewability and post-ad engagement.

What influences a gamer’s choice of retailer? It’s not just convenience. Among the most important factors are product quality (86%), sales or discounts (85%), and whether a store carries specific school-list items (84%). These preferences indicate an informed, intentional consumer open to relevant brand messaging.

The takeaway

Gamers are a mainstream, motivated, and often family-oriented audience. Their role in back-to-school shopping is expanding, particularly on mobile platforms where purchase intent and ad receptivity are high. Brands that meet them with the right message, format, and timing can gain more than just clicks—they can win long-term loyalty.

For a deeper look at the data behind these behaviors, explore Activision Blizzard Media’s companion infographic.

—Walt Elder, Associate Director, Advertising Insights, Activision Blizzard Media