Source: IGEA
NZ Plays 2025 report reveals parents see video games as a positive force in learning, connection and creativity
New Zealand, 25 September 2025 – Video games are now a regular part of life in most New Zealand homes and new research shows parents are not only on board with their kids playing video games, but are actively embracing it and participating. The 2025 NZ Plays study, conducted by IGEA and Bond University, shows 91% of New Zealand households include someone who plays games. The study also shows that many New Zealand parents see video games as a way to help their kids learn, connect with others and develop useful life skills. NZ Plays has been running for fifteen years and captures the trends and behaviours of New Zealand video gamers.
Families that play together
Video games have created more ways for families to interact. More than half of New Zealand parents (54%) say they play video games with their children as a fun way to connect as a family, while 52% say it’s simply a good way to spend time. Nearly half of parents (47%) believe games are a fun way for children to learn, pointing to benefits such as problem-solving (45%), enhanced cognitive skills (37%), and social connection with friends and family (36%).
Parents also report confidence in managing their children’s play. The majority are familiar with family controls (76%) and in-game controls (65%), and many households set rules around play, with 39% enforcing them “very much” and 38% “to some degree.”
“This year’s research shows that a key driver of New Zealand parents playing video games is to build connections with their children. Video games continue to provide a platform and space where families can enjoy doing something fun together,” said Ron Curry, CEO of IGEA.
Why New Zealanders play
For most New Zealanders, the main motivation for play is to have fun, and to feel and experience joy. Video games are widely valued as a way to relax and destress, to relieve boredom and to provide a challenge. Respondents also noted that video games can support mental health, helping both adults and children manage stress, depression and anxiety by building resilience and self-confidence.
Popular genres include puzzle, board and card games, reflecting the combination of mental challenge, stimulation and enjoyment that players seek.
Connection through games
Playing video games also helps New Zealanders form and maintain relationships. For younger adults, the impact is even stronger. Nearly half (48%) of 18-34 year olds have made connections through games. 32% have become involved in a community or social group and 71% prefer collaborative games. Older players also benefit, with 15% of players aged 65 and above using games to stay connected with family and friends and 58% show a strong preference for collaborative play.
“Mental health was a key theme for New Zealand players this year. Respondents provided great insights into the potential benefits they see and experience through playing video games. Connection with others, managing stress and depression, developing emotional intelligence, increased resilience, and building self-confidence were all identified as mental health benefits of playing video games,” said Dr. Jeffrey Brand, Professor at Bond University.
The face of the modern player
Working-age adult averaging 36 years old
Just as likely to be female (47%) as male (52%)
Living in a house with at least two devices
Plays for fun and socially, collaboratively and competitively
Plays with family for connection
Is quite familiar with family controls on devices
Plays outside of the home – in the classroom and on the job
“We know New Zealanders love playing video games and now we can see how much they appreciate the benefits beyond fun and entertainment. New Zealanders also value the power of games to connect with others, to educate, and to provide mental health benefits,” concluded Curry.
If you would like to learn more about New Zealand Plays 2025, you can visit the. IGEA website
About IGEA
IGEA (Interactive Games & Entertainment Association) is the peak industry association representing the voice of Australian and New Zealand companies in the computer and video games industry. IGEA supports the games industry’s business and public policy interests through advocacy, research and education programs. For more information, please visit www.igea.net
About New Zealand Plays
New Zealand Plays is a study of 820 New Zealand households represented by adult participants aged 18 and over. Household-level statistics include demographics, household device profiles, attitudes, and knowledge questions. Parents represent 282 of the 820 household adult respondents. Data on play time (including frequency and duration, location, time of day, genre preferences, and common playing experiences) were drawn from adult participants and one other nominated household member (n=1,309). Age, gender and player status were drawn from the participants and all members of the household (n=1,731). Participants were drawn randomly from the Qualtrics XM panel in May 2025; research was designed and conducted at Bond University. The margin of error is 3.5%.
