Observed Signal · Oct 7, 2026 · Study Release · Source: Retail-News · Impact: 1/5 · Sentiment: Neutral
Study: Games Help Many Players Against Loneliness
A representative survey by game – Verband der deutschen Games-Branche and YouGov reveals that computer and video games play a significant social role for many people in Germany. 42% of gamers (around 20 million people) use games to stay in touch with friends, acquaintances, or family. 73% believe games help reduce loneliness, and 76% see games as a way to meet like-minded people. The survey, conducted between July 21-28, 2026 with 2,109 participants aged 16 and above, also found that 81% of respondents consider games a unifying hobby across generations. The game association highlights these findings in the context of World Mental Health Day on October 10, emphasizing the potential of social contacts in gaming communities.
This study provides insights into the social impact of gaming, which is relevant for understanding gaming audiences and potential advertising contexts, but it is not directly about ad technology, marketing technology, or advertising strategies.
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Key Takeaways & Evidence Grounding
- 42% of gamers use games to stay in contact with friends, family, or acquaintances.
- 73% of gamers believe games help reduce loneliness.
- 76% of gamers see games as a way to meet like-minded people.
- The survey was conducted by YouGov on behalf of game – Verband der deutschen Games-Branche, with 2,109 participants aged 16+.
- 81% of respondents consider games a unifying hobby across generations.
Connected Companies & Entities
1 Entity mapped“Der game-Verband sieht in den Ergebnissen einen Hinweis darauf, dass Games gesellschaftliche Beziehungen unterstützen können. Geschäftsführe...”
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39 Million Gamers in Germany — AI Changes Gaming
A Bitkom study reported that about 55% of people aged 16 and older in Germany—roughly 39 million people—play video or computer games regularly or occasionally. Gaming remains popular across generations, with 89% of 16–29 year‑olds playing and nearly one in four over 65 playing at least occasionally. The average gamer spends around two hours per day gaming, uses four different device types (smartphone is the most important), and three quarters spent money on games in the last 12 months. Players report greater diversity in games but criticize stereotyped character portrayals and inadequate child/youth protections. A majority expect artificial intelligence to fundamentally change the industry, with early use cases including AI-assisted game creation and more realistic/individualized experiences.
Gamers Spend €334 Annually on Games
A representative survey commissioned by the German digital association Bitkom found that gamers in Germany who do not rely solely on free offerings spent an average of €334 on computer and video games in the past 12 months. The survey of 1,205 people (including 663 gamers) shows that 75% of gamers pay for games or in-game purchases while 25% use only free offerings. Spending varies widely by age and user segment: the top quarter of paying gamers averaged €781 per year, and younger players (16–29) spent more (€376) than older cohorts.
How AI Teammates Are Changing Gaming
The article reviews major trends at Gamescom and across the gaming industry, highlighting how artificial intelligence (AI) is changing both game development and play. Surveys show high and rising player numbers (Bitkom: 55% of Germans over 16; Newzoo projects global gamers rising from 3.55B in 2025 to 4.07B by 2029). AI accelerates development workflows, enables behavior-adaptive AI teammates and opponents that personalize experiences, and fuels growth in user-generated content (UGC). The piece also notes pressure on smaller studios, a 3% drop in German gaming revenue to €4.2B in H1, and a €125M government funding increase for games in Germany.
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