What kind of games media is the most-trusted?

A few weeks ago, we ran a news story that revealed that gamers in the UK trust their media.

83 per cent of gamers surveyed said they trust the specialist games press, versus 71 per cent for YouTubers and 70 per cent for mainstream media (such as newspapers, websites and TV shows).

Yet even official content is trusted by the consumer. 75 per cent said they trusted official videos and trailers, 60 per cent (the lowest figure) said they trusted advertising and 75 per cent said they had trust in articles written by game developers and publishers via their websites.

The figures are a little surprising, especially when you consider the Gamergate controversy which saw gamers aggressively question the likes of IGN, Kotaku, Eurogamer, Gamespot and other official websites. YouTubers, too, have also faced questions over disclosing videos created on behalf of game makers.

Yet a little closer look at the data reveals a far more wary consumer than what the top-line figures represent. Gamers were asked to select one of four options when discussing the various media types. Do they find them: Very Trustworthy, Somewhat Trustworthy, Somewhat Untrustworthy or Very Untrustworthy. The vast majority of answers were for ‘Somewhat Trustworthy’, while the second most popular answer was ‘Somewhat Untrustworthy’. Very few were 100 per cent confident in the media they read, listen to or watch.

83%
The percentage of gamers who say they trust the specialist press

In other European territories, gamers are a little more sceptical. Spain in particular are wary, with only 40 per cent trusting advertisers and 49 per cent paying attention to Social Media feeds. Specialist magazines are still the most trusted source, but only by 62 per cent of gamers (YouTubers have a trust rating of 60%).

Germany is also more questioning of its games media. Although they have faith in the specialist press (71 per cent) only 56 per cent trust the words of video bloggers and YouTubers. Meanwhile, only 36 per cent trust advertising.

France’s figures are more in-line with the UK, although only 44 per cent trust advertising, 51 per cent trust social media feeds and 63 per cent trust YouTubers. Once again specialist media tops the trust list with 80 per cent.

75%

Official trailers and vidoes are a big influence on gamers

One of the more surprising elements of the data is what UK gamers consider to be influential.

75 per cent say official trailers and videos – created by developers and publishers – influences their opinions – the highest influence of any source. This is closely followed by advertising, which 72 per cent are influenced by.

Meanwhile, the most trusted sources – the specialist press – only has an influence number of 68 per cent amongst UK gamers.

It’s not clear the reason for the discrepancy between the media they trust and what they consider influential. It could be because gamers are more like to see trailers or TV ads, than they are to watch YouTube videos or read previews in magazines or newspapers.

It’s could also be because gamers are savvy and prefer to come up with their own opinions based on the trailers and advertising they see, and not rely on the views of journalists.

Whatever the reason, the trend is reflected across the other European markets.

The research was conducted on behalf of MCV by Ipsos Connect’s GameTrack project. For more information, contact Eduardo Mena: eduardo.mena-bahos@ipsos.com.