Gaming ranks the fifth most intimate industry in our 2022 rankings, with Sega in ninth place overall in our study. New entrants Netgear and Rockstar Games rank third and fourth in the gaming rankings, respectively.
Gaming is the highest ranked new industry this year and has an average Brand Intimacy Quotient score of 44.6, well above the cross-industry average of 36.8 . It outranks consumer goods, apparel, and fast food, to name a few.
Gaming ranks second out of 15 industries for the fulfillment archetype, which is the dominant industry archetype. It also ranks second for identity, nostalgia, and indulgence. In terms of stages, the gaming industry comes in third overall for bonding and fourth for fusing.
Comparing Sega and Nintendo, we see Sega stronger across all Brand Intimacy stages as well as in four of the six Brand Intimacy archetypes. Nintendo is stronger in the fulfillment and indulgent archetypes. Both brands have positive keyword associations, notably Sega with nostalgia and Nintendo with being cool.