PGB 2026: Nearly Half of Players Concerned About AI Use; Women Remain Majority

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Game Brasil Research (PGB) released the 13th edition of its annual survey on digital gamer behavior on April 9th. The study, developed by Sx Group and Go Gamers in partnership with Blend New Research and ESPM, surveyed 7,115 respondents aged 16 to 55 between March 5th and 13th. The research indicates a stabilization of the Brazilian gaming market after a peak in 2025, with the percentage of respondents who reported playing digital games dropping from 82.8% to 75.3%. Despite this decrease, 86.7% of respondents still consider gaming a primary form of entertainment, with 80.7% ranking it as their top choice. The survey also reveals that gamers increasingly view gaming as a means of belonging and engagement, rather than solely a leisure activity. Guilherme Camargo, from Sx Group and ESPM’s Postgraduation in Business for Digital Games, attributes the shift partly to the regulation of lottery games in 2025, which clarified the distinction between lottery and digital games. He notes that authorized companies now adhere to stricter fiscal and operational rules, while consumers face more stringent guidelines.

Mobile gaming remains the most popular platform, preferred by 44.1% of gamers, but PC and console gaming are gaining traction. PC users represent 21.1% of the market, while console players account for 24%. According to Carlos Silva, head of Go Gamers, the mobile gaming market is maturing, with increased interest in PC gaming. Silva notes longer gaming sessions, deeper engagement with specific titles, and a greater willingness to invest in hardware and software. Generation Z now constitutes the largest gaming demographic at 36.5%, surpassing millennials at 33.7%. Women continue to comprise the majority of gamers at 52.8%, with most players belonging to the middle class. The rise in PC gaming is correlated with the growing influence of Gen Z gamers, who are drawn to the platform’s depth, competitive scene, customization options, and sense of community. These factors foster more engaged gaming experiences, characterized by longer sessions, specialized games, and close-knit communities.

Regarding the use of generative AI in game development, the study reveals that gamers aren’t inherently opposed but have specific expectations, including ethical play, transparency, proper attribution, and the maintenance of quality and creativity. 45.7% of respondents expressed concerns about potential job losses and changes to the creative process. Furthermore, 39.6% are worried about AI potentially infringing on artists’ copyrights, and 38.4% fear that AI-generated games may lack originality. Despite these concerns, 39.3% of respondents indicated they would still purchase a game even if much of its art, voice work, and text were created by AI, while 40.9% were undecided. Mauro Berimbau from Go Gamers and ESPM suggests that gamers’ attitudes towards AI are nuanced, depending on ethical considerations, the impact on employment, control over game creation, and perceived improvements in quality. Additionally, 34.5% of respondents expressed concerns about losing access to digitally purchased games available only online or via the cloud. While 26.8% were unconcerned, 22% admitted to significant worry about losing games due to the absence of physical copies. Berimbau states that these findings underscore the importance of digital ownership for gamers, who value both present enjoyment and future accessibility, including the preservation of games for historical purposes.

Nostalgia and Affordability Drive Brazilian Gaming Preferences in PGB 2024 Report

Six in ten gamers enjoy playing classic games solo, and nearly as many enjoy playing them with friends, highlighting the enduring appeal of nostalgia. When repurchasing games, low prices (44%) and remakes with improved graphics (36.3%) are major factors motivating gamers. Compatibility with current platforms is also a significant factor for 23.8% of gamers. Since 2013, Game Brasil (PGB) has analyzed the habits of Brazilian gamers through research conducted by Sx Group and Go Gamers, in partnership with Blend New Research and ESPM. Their questionnaires cover various aspects of the gaming landscape in Brazil and Latin America, including Argentina, Chile, Colombia, Peru, and Mexico. Go Gamers is responsible for the creation, publication, and distribution of the annual research, which can be accessed at www.pesquisagamebrasil.com.br and www.gogamers.gg. Those interested in learning more can access the free PGB 2024 report online.

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