Digital games are already played by 62.9 percent of people in the Czech Republic. This is according to MNForce research, which shows that gaming has become a common part of everyday life across generations. It is no longer the case that games belong only to teenagers. Today, they are a full-fledged leisure medium that rivals TV and streaming services in popularity. "To ignore gaming is to ignore the modern consumer," the study's authors say.
Mobile gaming offers brands the greatest reach and is particularly suited to awareness-building campaigns. Desktops (30.6%) and laptops (28.7%), on the other hand, represent the environment for so-called "core gamers". They spend more time on games, are more loyal and more open to more complex campaigns. Consoles (15.9%) are used by a smaller but highly engaged community where brands can target exclusive partnerships.
Gaming content, such as reviews or gameplay videos, is watched by 37.2% of gamers. The most well-known creators are Kovy (41.5%), Jirka Král (27.4%) and MenT (14.0%). However, according to the research, these are not mass influencers, but creators who are at the forefront of authentic micro-communities. For brands, this means that collaboration is especially effective when it connects directly with the gaming environment.
Around a third of gamers reject advertising, but 57.9% accept it to some extent. In addition, around 31.9% of gamers already pay for games or game content at least sometimes - either through microtransactions or subscriptions. Thus, traditional banners or interruptive spots are not the most effective way. According to the study, branded content, partnerships with developers or product placement, where the brand acts as a natural part of the game, are more successful.
The importance of games will increase in the future. Two-thirds of gamers expect to play as much or more than they do today. Thus, gaming will continue to strengthen in the Czech Republic in terms of both time and value.
About the research
The survey, Gaming 2025, was conducted in July 2025 with a representative sample of the Czech population aged 18 and over. It involved 500 respondents and data collection was conducted online using the CAWI method via the MNForce Panel.
Source: mediaguru.cz