Almost every child today plays games - but what it means to be a “gamer” is being completely redefined. This evolution of gaming identity brings both new challenges and extraordinary opportunities for brands, educators, and creators alike.
That’s why Kidoz and Kids Know Best are proud to release our new joint insights paper, Understanding Gaming Identity and Gender in 2025 - a comprehensive study exploring how gender, identity, and inclusion shape the most influential platform in youth culture: gaming.
Drawing on direct dialogue with over 3,000 young people aged 3–18 across the UK and US, this research moves beyond play habits to reveal the deeper social narratives shaping how the next generation plays, connects, and defines themselves.
What This Means for Brands and Partners
1. Future-Proof Strategy with Deeper Understanding
We go beyond data points to uncover the “why” behind behavior. This research helps brands and agencies move past demographic assumptions and toward empathy-based insight - understanding the emotional, social, and cultural motivations behind kids’ and teens’ interactions with games. By seeing how identity influences play, marketers can build stories and experiences that truly resonate with this evolving generation.
2. Fostering a More Equitable and Inclusive Digital Culture
While nearly every child plays, not every child feels like they belong. The report reveals how identity, gender, and community intersect within gaming spaces, and how inclusivity can empower the next generation of players.
These insights can help:
- Advocate for safer, more inclusive digital spaces by identifying where bias and exclusion persist.
- Encourage diverse representation in game development and media coverage to reflect the real world of players.
- Support digital literacy and anti-harassment initiatives that build more positive, equitable online communities.
3. Driving Inclusive Marketing and Authentic Connection
Representation isn’t just a checkbox - it’s a key to authenticity. This study gives marketers the tools to:
- Challenge stereotypes in creative and campaign design.
- Reflect the real diversity of today’s gaming community.
- Build a sense of belonging and trust that drives lasting brand loyalty in a highly discerning youth market.
Why It Matters
Belonging defines this generation. Gaming is where that identity is shaped, shared, and celebrated. For brands and organizations seeking to connect with young audiences meaningfully, understanding who feels seen (and who doesn’t) is no longer optional - it’s essential.
Download the full report and start leading the conversation on the future of gaming identity and inclusion.
Stacey McDowall
