The Community Effect:
Holiday Edition
In gaming communities, the people worth the most are paying to block your ads. They're still shopping, and still open to brands that bring them something. We asked 385 of them what reaches them.
Get the full report- 75%
- pay for ad-free YouTube, music or video streaming
- 51%
- of ad-free payers spent $100/€100/£100 or more online in three months, against 29% of everyone else
- 2x
- big spenders are twice as likely to want a discount
- 73%
- are planning a purchase in the next three months, including Black Friday
The Community Effect
What's inside
- Why your best holiday customers pay for ad-free
- Why ad-free doesn't mean brand-free
- Giveaways or discounts: what appeals to the people who actually buy
- Four people to plan for, and what's on their shopping lists
- A Black Friday plan, and what brands get wrong in gamers' own words
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Logan will send the report to shortly. In the meantime, if you're planning anything for Black Friday or the holidays, we'd love to hear about it.
Tell us what you're planningFirst-party research with adults aged 18 and over in gaming communities, fielded 25 September to 13 October 2026. Wildfire is independent of and not affiliated with Discord, Reddit, Rockstar Games or any company named.