More than 70% of parents game with their kids.
That number alone should make every brand, broadcaster, and media buyer sit up. In a world where family life is increasingly fragmented, gaming has become the new cultural campfire — a space where generations reconnect.

From Gaming to Culture

Gaming is no longer a niche hobby. It’s a cultural constant. In the Nordics — among the most connected societies in the world — parents are not just observers. They’re active participants. For the first time in history, parents and children are playing the same games, from Mario Kart to Fortnite, creating shared memories across generations.

Fact: 74% of gaming parents report playing with their kids, a 9% increase over the last two years【slides / Today’s Parent 2023】

Why Families Care

Families are craving shared experiences, not just parallel screen time.

• 78% of parents wish they had more time to spend with their kids (New York Post, 2019).

• 65% of parents co-play games, with mothers twice as likely to engage as fathers (Advanced Television, 2024).

• Nordic research echoes the trend: in Sweden, 7 in 10 families report that gaming is part of their weekly routine (Source: Svenskarna och Internet 2023).

These aren’t just stats. They’re proof that gaming is now a family ritual — one that rivals TV nights in cultural significance.

A Force for Good

This isn’t about screen time. It’s about trust, wellbeing, and togetherness.

• 1 in 5 children and adolescents suffer from anxiety disorders worldwide (WHO, 2021). Shared gaming can help restore structure and connection.

• 80% of teens say harassment in online gaming is a problem (Pew Research Center, 2024). Co-playing with parents sets healthier, safer norms.

• Co-gaming builds trust, sparks meaningful conversations, and creates emotional closeness — when parents join as equals (American Academy of Pediatrics, 2023).

In short: gaming can be a positive force for family health and resilience.

Why It Matters for Media and Brands

For the Nordic media industry, this is more than a cultural shift. It’s an untapped opportunity:

• Families are gathering around the console the way they once did around the TV.

• Gaming is the only entertainment format where kids invite parents in.

• This creates a unique space for brands to become part of family culture - not as an interruption, but as a connector.

The New Campfire Moment

In a world that’s shifting fast, family gaming might be the most powerful cultural constant we have. The Nordic region — with its high digital adoption, strong family values, and global reputation for innovation — is perfectly positioned to lead this movement.

Call to Action

We are building the next cultural platforms where families connect through play.
If you’re a brand, media agency, or broadcaster looking to own the family space in the Nordics, the time is now.

Get in touch. Let’s build the new campfire together.