- What is GWI Gaming?
- Which markets is GWI Gaming fielded in?
- How often is GWI Gaming updated?
- What is the sample size for GWI Gaming?
- Who is represented by GWI Gaming?
- Have GWI Gaming respondents already completed GWI Core?
- Are all GWI Core questions included in GWI Gaming?
- Can I use my GWI Core audiences with GWI Gaming?
- How are the universe sizes for GWI Gaming calculated?
- Can I still use GWI Core to create gaming audiences, or should I only use GWI Gaming?
- How long does it take to complete GWI Gaming?
- The gender split of GWI Gaming respondents isn’t what I expected, why?
- Which waves of GWI Core have respondents taken?
What is GWI Gaming?
GWI Gaming is a GWI Core add-on that asks gamers about their attitudes and behaviours.
Which markets is GWI Gaming fielded in?
GWI Gaming is fielded in 16 markets: Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Japan, Mexico, Philippines, Spain, Thailand, UK and USA
How often is GWI Gaming updated?
GWI Gaming is updated twice a year.
What is the sample size for GWI Gaming?
The approximate sample size per wave per market, as of Q4 2021, is:
| Australia | 750 | Italy | 3,000 |
| Brazil | 1,500 | Japan | 1,100 |
| Canada | 1,200 | Mexico | 1,300 |
| China | 3,900 | Philippines | 1,000 |
| France | 2,400 | Spain | 2,500 |
| Germany | 2,400 | Thailand | 1,000 |
| India | 2,700 | UK | 2,400 |
| Indonesia | 1,500 | USA | 2,900 |
Who is represented by GWI Gaming?
GWI Gaming represents gamers. Gamers are defined as internet users aged 16-64 who have played games on any device.
Have GWI Gaming respondents already completed GWI Core?
Everybody who takes part in GWI Gaming has already taken GWI Core, including the brand & media module, at some point in the last six months, with the exception of the first wave. Everybody who took part in the first wave of GWI Gaming completed GWI Core in either Q4 2020, Q3 2020, Q2 2020 or Q1 2020.
For a full summary of the markets and GWI Core waves available to use with each wave of GWI Gaming please see the table below.
Are all GWI Core questions included in GWI Gaming?
Most GWI Core questions are included in GWI Gaming, but there are a few exceptions:
- We don’t include questions from the ‘gaming’ section of GWI Core as these questions are asked in much more detail in GWI Gaming.
- We only include questions that were asked in all GWI Core waves from which respondents originated. This means that, for any given wave of GWI Gaming, there will be a small number of newer GWI Core questions that are not included as not all respondents answered them. Such questions will be included in future waves.
- Because GWI Core is so large, we don’t include questions which we don’t feel are relevant. We can however make these questions available on request.
Can I use my GWI Core audiences with GWI Gaming?
As the data sets are processed separately, you can’t use GWI Core audiences with GWI Gaming. Any GWI Core audiences you wish to use will have to be remade in GWI Gaming.
How are the universe sizes for GWI Gaming calculated?
First, we create an audience of gamers in GWI Core. This audience has a universe projection based on age, gender and education. We then look at how many of these respondents qualify to take part in the GWI Gaming survey. This gives us an incidence rate, which we apply to our gamers audience to get our final universe size.
Can I still use GWI Core to create gaming audiences, or should I only use GWI Gaming?
The introduction of our GWI Gaming data set does not mean that gaming audiences made using GWI Core are no longer useful, nor is it the case that one data set is more accurate than the other. Rather, GWI Core contains a large amount of information across a broad range of topics and markets, making it suited to a wide variety of applications. GWI Gaming on the other hand allows you to go into far greater depth on one specific audience; gamers.
How long does it take to complete GWI Gaming?
On average, it takes 10 minutes to complete GWI Gaming.
The gender split of GWI Gaming respondents isn’t what I expected, why?
A widely held misconception is that gaming, as a hobby, is male dominated. However, this isn’t the case, and is something that is reflected by the sample composition of GWI Gaming.
GWI Gaming represents all gamers within the 16-64 age range who use the internet; not just console and PC gamers. This is important because handheld and smartphone gamers make up the majority of gamers, and both of these groups are female dominated. Additionally, although audiences of ‘hardcore’ gamers tend to include more men, there are many more women who play a lot of games than is often assumed.
Which waves of GWI Core have respondents taken?
| GWI Gaming waves | Markets | GWI Core waves recontacted |
| Q4 2021 |
Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Japan, Mexico, Philippines, Spain, Thailand, UK, USA |
Q2 2021, Q3 2021 |
|
Q2 2021 |
Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Japan, Mexico, Philippines, Spain, Thailand, UK, USA |
Q4 2020, Q1 2021 |
|
Q4 2020 |
Australia, Brazil, Canada, France, Germany, India, Indonesia, Italy, Japan, Mexico, Philippines, Spain, Thailand, UK, USA |
Q4 2020, Q3 2020, Q2 2020 or Q1 2020 |