Gaming brands rate highly in brand intimacy report

Brands in the media and entertainment industry with both Millennials and Gen Z rate highly for brand intimacy according to MBLM 2020 study

View all images

Gaming brands rank as the most intimate with both millennials and Gen Z, according to MBLM’s 2020 brand intimacy study.

The annual study ranks brands based on emotions and across generations, and is now in its 10th year. MBLM defines brand intimacy as the emotional science that measures the bonds we form with the brands we use and love.

In terms of the different age groups, millennials rate PlayStation as the most intimate brand, a jump from eighth spot since last year’s survey. Millennial men, in particular, have helped push PlayStation into the top stop, although the gaming platform has been a strong millennial brand in its study for years, according to MBLM managing partner, Mario Natarelli. 

“Similar to our 2019 findings, millennials form strong connections with brands in the media and entertainment industry," he said. "The combination of the e-sports phenomenon and impact of hardware platforms has likely fueled PlayStation’s rise in the rankings.”

Additionally, Natarelli noted across the full spectrum of millennials respondents, more than 50 per cent record some form of intimacy with the PlayStation brand.

Retailers also figure high up on the list, coming in behind the popular media and entertainment brands. For example, Amazon and Target rank as the second and third most intimate brands for millennials this year. They superseded YouTube, Apple and Netflix, which topped the 2019 study.


Millennial women selected Walmart, Target and Disney as their top three and millennial men selected PlayStation, Xbox and YouTube.Across the board, brands rounding out the top 10 for millennials this year are: Disney, Ford, Jeep, Apple, YouTube Xbox and Nintendo. 

Among Gen Z, Xbox topped the list followed by music streaming platform, Spotify, and cosmetics giant, Sephora.

The Brand Intimacy 2020 Report contains a comprehensive rankings of brands based on emotion, analysing the responses of 6200 consumers and 56,000 brand evaluations across 15 industries in the US, Mexico and UAE. The full study will be launched later this week.

Credit: MBLM

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Non-linear transformation: The internal struggle

Let’s face it, transformation is messy. Every business is different, with a set of specific challenges based on a mixture of external (the market, competitors, regulation) and internal factors (technology, people and process investments over time).

Neil Kelly

Partner, transformation, Wunderman Thompson

7 ways to champion a human centred design culture

Human Centred Design (HCD) has come a long way in the last decade with many forward-thinking organisations now asking for HCD teams on their projects. It’s increasingly seen as essential to unlocking innovation, driving superior customer experiences and reducing delivery risk.

Shane Burford

Head of research and design, RXP Group

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

I think some of these ideas are great. These tips will help me to improve my system. Thanks!

Henry Reid

9 Ways to Improve Your Company's CRM System

Read more

It's a useful info for small businesses owners. We can't live without mobile apps. They are so helpful! It's hard to deny that.

Mae Davis

7 ways small businesses can benefit from mobile apps

Read more

Hi Jennifer,Fascinating read about design-led companies!If you would like to learn more, our Design Thinking and Innovation programme mig...

Andrea Foster

How to spot a ‘design-led’ versus ‘design-fed’ company

Read more

ABC web-site not easy to use/navigate. Even getting this far in sign-on to ABC My Space was problematic - it was asking for my password,...

Vee.

How the ABC used an online community to help build a movement

Read more

Thank you for your feedback, Astha! Always appreciated.

Vanessa Skye Mitchell

5 things marketers should know about data privacy in 2020

Read more

Latest Podcast

More podcasts

Sign in