Half of all Irish adults are now playing video games, a new report has found. 

Developed with research from Bounce Insights, the Gaming in Ireland 2024 report reveals that gaming is no longer a pastime exclusive to the young, with 66% of gamers in Ireland now aged over 35.

It also finds that gaming is equally popular among genders, with 48% of Irish gamers being female.

Shared experience

TBWA Ireland Strategy Director Ronán Jennings said gaming has become a shared experience for all.

“It transcends age and background, creating new ways for people to connect and unwind,” he said.

“Long gone are the days when gamers were stereotypically seen as inactive, junk food-loving couch potatoes.

"The new data reveals a vibrant community that values fitness, healthy living, and social responsibility.”

A young woman gaming online at home. Image: AlessandroBiascioli / Alamy Stock Photo

The report highlights gaming’s growing global presence, noting that in 2023, The Game Awards—a ceremony celebrating achievements in the industry—had six times as many viewers as the Academy Awards.

In the first two weeks of its release, Hogwarts Legacy, a game set in the Harry Potter universe, generated global revenue that was double the opening weekend earnings of Avatar: The Way of Water ($134 million).

Gaming lifestyle

The report also shows that gamers are more active than ever, with 45% hitting the gym and 72% exercising regularly.

Mr Jennings stated that gaming is no longer a “sedentary activity.”

“It's a part of a holistic lifestyle that includes fitness, health, and well-being,” he said.

“Our report underscores how advertisers are embracing this evolution, creating campaigns that not only reach gamers but also inspire them to live healthier lives.”

The gaming industry is expected to generate over €637 million in Ireland this year.

Main image: An old man with a VR headset. Image: Lev Dolgachov / Alamy Stock Photo