| Category | |
|---|---|
| Awareness | 80.0% |
| Popularity | 30.0% |
| Gamership | 27.0% |
| Buzz | 21.0% |
Video game franchises
Minecraft brand profile in the U.S.
Around 80 percent of video game franchise users in the United States recognize Minecraft. Initially released in 2011, it is more well-known among younger generations. Some 41 percent of the Gen Z franchise gamers in our survey had played Minecraft in the past 2 years, and around one-fifth of Millennial respondents had noticed the video game franchise on social media and other advertising fronts.
Brand KPI profile
Minecraft’s brand awareness block is OP
While 80 percent of video game franchise users in the United States recognize Minecraft, just 27 percent had played the sandbox game in the past 2 years before our exclusive survey. Similarly, the Microsoft-owned game franchise had been noticed on social media and in advertising by 21 percent of respondents over the past 3 months.
Generations
Baby Booming and Minecrafting do not go well together
Looking at the generational comparison of brand KPIs for Minecraft shows that the video game franchise has the smallest resonance among Baby Boomers. Starting from brand awareness to media buzz, the oldest generation in our survey has the lowest score in all the brand KPIs. Meanwhile, as the age decreases, brand KPI scores increase, with Minecraft registering a 41 percent brand usage score among Gen Z video game franchise players in the United States.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 80.0% | 86.0% | 80.0% | 78.0% | 66.0% |
| Popularity | 30.0% | 38.0% | 27.0% | 28.0% | 21.0% |
| Gamership | 27.0% | 41.0% | 23.0% | 24.0% | 18.0% |
| Buzz | 21.0% | 28.0% | 18.0% | 20.0% | 15.0% |
Life values
Being successful is (much) more important to Minecraft players
The most important life aspect for Minecraft players is success, with almost half of them having it among their 3 most important aspects in life. As per Minecraft non-players, an honest and respectable life takes the top spot. Another noticeable difference between Minecraft gamers and the non-Minecrafting audience lies in their rating of advancing their careers. While this life aspect is important to 21 percent of the brand’s users, only 15 percent of the non-users consider it as one of the three most significant aspects in their lives.
| Category | Total | Minecraft player | Non-player |
|---|---|---|---|
| A happy relationship | 44.0% | 44.0% | 43.0% |
| An honest and respectable life | 42.0% | 36.0% | 44.0% |
| To be successful | 41.0% | 48.0% | 39.0% |
| Safety and security | 40.0% | 38.0% | 41.0% |
| Making my own decisions | 32.0% | 27.0% | 33.0% |
| Having a good time | 29.0% | 28.0% | 30.0% |
| Learning new things | 27.0% | 28.0% | 27.0% |
| Advancing my career | 16.0% | 21.0% | 15.0% |
| Traditions | 14.0% | 17.0% | 14.0% |
| Social justice | 14.0% | 13.0% | 14.0% |
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