Media firm Giant Realm has recently released the results of their GuyPulse study, finding that almost three quarters of males between the age of 18-34 that indicated that they play video games are the “go-to” source for family and friends when it comes to all things gaming.

The survey was conducted over the course of October, with 490 males sampled. Giant Realm also found that not only are these millennials playing their fair share of video games, but that they’re also incredibly informed, not only about what they’re playing, but about the video games market in general. 35.9 percent of those surveyed indicated that they visit gaming related news source, opinion, and tutorial websites at least once or twice a month. When questioned about a higher frequency, almost one quarter (21.6 percent) said that they visit one of the aforementioned sites at least a few times per week.

Moreover, millennial male gamers aren’t just consuming video game related content; they’re producing it as well. While still not the majority, nearly one third (31.1 percent) of respondents indicated that they actively blog, comment on blogs, and/or follow blogs at least once or twice per month.

Ask any millennial how they feel about categories and labels and you’re sure to find a wide range of opinions. Giant Realm set out to put the traditional marketing and advertising segmentation label of ‘gamer’ to the test with these 490 males. Keeping in mind that the entire survey group identified themselves as “someone who plays video games,” less than half of them (39.9 percent) checked the “it’s what I am” box when asked how they feel about the term “gamer.” These same respondents indicated that they like the term. In contrast, 53.3 percent said that they do no like the term “gamer” applied to them, or had no opinion on the matter at all. Perhaps the most interesting statistic gleamed from the questionnaire; only one quarter (27.0 percent) of these same millennials view other demographic audiences (parents, children, etc.) that play video games to be “gamers.”

When it comes to outside of gaming activities, the survey group is clearly quite active. When asked about their behavior in the past week alone:

• 52.2 percent have been out with friends in a social setting
• 43.2 percent have been out to eat at a restaurant
• 27.8 percent have been to a movie theatre
• 25.9 percent have purchased a DVD or blu-ray title.

When it comes down to dollars and cents via ads on gaming related websites, Giant Realm found that the response really comes down to the product category. Almost one third (31.2 percent) indicated that graphics or videos in online ads for items in the food and drink category are “lame.” The Giant also found that the more time these males spend playing games, the more likely they were to view food and drink ads with disdain. “Light use” players provided 18.2 percent of the “lame” vote, while “Heavy use” players contributed a 41.7 percent vote. When it comes which ads are acceptable, the study found, appropriately, that gaming related ads on games websites were the most acceptable. 25.7 percent gave these ads the “cool” nod, 49.6 percent viewed them as “OK”, and only 11.6 percent still found the ads “lame.”

“There’s an opportunity for online advertisers, especially those outside of the gaming arena, to rethink their creative tactics in addressing young men,” said Ryan Kahn, Sales Director of Giant Realm. “Gamers expect to be entertained by and engage with ad creative, and marketers who take this notion to heart are the ones that find success. Know who you’re talking to, and don’t let your audience down.”