INDUSTRY

entertainment

Category

game publishing

products Profiled

Call of Duty

Diablo

Candy Crush

H-Score

30

ranked 11th of 20 within the entertainment industry

ranked 60th of 76 overall

product descriptions

Activision Blizzard is a game developer of several popular titles including Call of Duty, Diablo, and Candy Crush Saga with 92 million active monthly users in 2023.(1) Activision Blizzard’s most popular title, Call of Duty, released in 2003, has had twenty annual iterations and remained a mainstay in the gaming community. It is a first person shooter game that has been themed after various wartime eras in the 20th and 21st century and a few futuristic ones as well. Diablo, another popular title, was initially released in 1997 and is an action role playing game that has seen ten releases since its inception. Candy Crush Saga, released in 2011 by King, who was acquired by Activision Blizzard, is a free mobile and computer matching game.

product use

Players of both Call of Duty and Diablo use personal computers or gaming consoles (such as PlayStation, Xbox or Nintendo) to use the games in either single or multiplayer mode. Upon startup in Call of Duty, users can choose from single player campaign mode, multiplayer, zombies, or special ops missions which can be both single and multiplayer. In Diablo, when started, players can choose a character to play the game as; the game can be played solo although there is no dedicated mode so it is geared toward multiplayer use. In Candy Crush Saga, users are presented with a map of different single player levels they need to play to unlock more levels.

who’s affected

Both Call of Duty and Diablo are rated M (for ages 17+) due to violence and blood and Candy Crush Saga is rated E (everyone) so anyone of any age can play the game. In Building H’s survey data, 69% of users of Activision Blizzard titles (2) were male, 31% were female, and less than 1% identified as other. Twenty-three (23) percent of Activision Blizzard users were between the ages of 18 and 29, 53% between 30 and 49, 19% between 50 and 64, and 5% 65 or older. Among heavy Activision Blizzard users (defined as playing the game ≥1 hour per session), 53% were male, 47% were female. Twenty-three (23) percent of heavy Activision Blizzard users were between the ages 18 and 29, 57% between 30 and 49, 17% between 50 and 64, and 2% 65 or older. Activision Blizzard users' incomes were similar to the general population: 28% made less than $50,000 per year, 45% made between $50,000 and $100,000 per year, 11% made between $100,000 and $150,000 per year, and 15% made at least $150,000 per year.(3)

influence on health-related behaviors

EATING

slight to moderate negative influence

Playing video games, including, but not specific to, titles such as Call of Duty, Diablo, and Candy Crush Saga can negatively influence eating habits and can decrease users' ability to estimate the amount of food they have consumed and can influence the consumption of unhealthy foods. 

Several studies have documented the overconsumption of food caused by the absence of hunger (4) and impairment to satiety cues (5) following video game playing though, again, not specific to Activision Blizzard titles. Playing video games, which can be a form of distraction while eating, puts gamers at a higher risk of over consuming food.(6) 

Playing video games has been linked with greater consumption of sugary foods (7), fatty foods (8), and salty foods.(9) Studies have also reported that video gamers eat fewer fruits and vegetables and foods high in fiber.(10,11) In addition, gamers may be likely to consume energy drinks, especially those that are specifically marketed to them, which claim to enhance attention and reaction time.(12)

In Building H’s consumer research, we found that 47% of Activision Blizzard users reported snacking always or almost always (19%) or frequently (28%). Heavy Activision Blizzard users reported snacking always or almost always (25%) or frequently (31%) 56% of the time.(13)

Activision Blizzard users did report that these snacks were predominantly healthy: 63% reported consuming either very healthy (18%) or somewhat healthy (45%) snacks and 65% of heavy Activision Blizzard users reported consuming very healthy (21%) and somewhat healthy (44%) snacks.(14)

Our research also found associations between Activision Blizzard titles and other eating habits: 52% of heavy Activision Blizzard users have three (3) or more meals delivered per week compared to 5% non-gamers. In addition, 56% of heavy Activision Blizzard users reported eating three (3) or more fast food meals per week compared to 14% of non-gamers.(15) Note that researchers have found 70% of meals served at fast food restaurants to be of poor nutritional quality.(16) 

Lastly, 41% of heavy Activision Blizzard users reported consuming energy drinks while gaming either frequently (28%) or always or almost always (13%).(17) Research has linked energy drink consumption to metabolic disorder due to their high added sugar content.(18)

PHYSICAL ACTVITY

slight to moderate negative impact

Playing video games is largely, if not exclusively, a sedentary activity with 82% of heavy Activision Blizzard users reporting playing while sitting or reclining – 28% frequently and 54% always or almost always.(19) 

As a popular leisure activity, playing video games limits the time available for physical activity. Thirty-one (31) percent of Activision Blizzard users report playing two (2) hours or more per gaming session. Also, 42% of Activision Blizzard users reported playing five (5) or more hours per week compared to 38% of gamers in general.(20) In addition, increased gaming predicts less time spent on physical activity due to the limited time available to participate in other activities including outdoor activities or sports.(21) Research has shown a significant association between individuals playing video games for more than 7 hours per week and reduced vigorous physical activity.(22) Our research did not reflect this relationship. In Building H consumer research, 32% of heavy Activision Blizzard users reported engaging in at least two and a half (2 ½) hours of physical activity per week, similar to non-gamers (27%).(23) Seven (7) percent of heavy Activision Blizzard users reported engaging in less than 30 minutes of physical activity per week compared to 36% of non-gamers.(24)

No Activision Blizzard game titles are specifically developed for movement, activity, or exercise. While Call of Duty and Candy Crush Saga can be played on mobile devices, gameplay does not lend itself to meaningful movement while doing so. In Building H’s consumer research, 43% of heavy Activision Blizzard users reported frequently (24%) or always/almost always (19%) standing and actively moving while gaming.(25)

moderate negative influence

Gaming is associated with longer onset of sleep, short sleep duration, and poor sleep quality.(26) Recent findings suggest that with each additional hour of gaming per day, bedtime is delayed by 6.9 minutes, wake-up time by 13.8 minutes, and the odds of having poor sleep increased by 31.0%.(27) In addition it was found that gaming exceeding an hour per day decreases sleep quality with unfavorable sleep resulting from gaming for more than two hours per day.(28)

Recent US survey data indicates that 53.8% of adult gamers reported delaying sleep in order to game and 37.8% got less than 5 hours of sleep.(29) Consistent with this information, in Building H research data, 67% of heavy Activision Blizzard gamers reported delaying sleep at least two (2) nights per week compared to 46% of all gamers. However, the impact of this behavior did not show in our data on overall sleep: 32% of heavy Activision Blizzard users reported getting six (6) or less actual hours of sleep per night compared to 38% of non-gamers.(30)

Late-night gaming also leads to exposure to the blue light emitted by the TV screen on which the game is displayed. Furthermore, the blue light emitted from the gaming visuals enhances alertness and arousal and delays melatonin production all of which impact sleep-wake cycles.(31)

Finally, consumption of energy drinks has been tied to an increased risk of poor sleep (32) and, as noted above, well over a third of heavy Activision Blizzard users report consuming energy drinks frequently (or even more often) while they play.

Engaging Socially

neutral influence

Activision Blizzard’s Call of Duty and Diablo both have robust multiplayer experiences. Activision Blizzard operates an esports league for Call of Duty where teams compete in several multiplayer game modes where viewers can purchase tickets to watch live in an arena environment. The team and in-person aspect of esports leagues could encourage social connection through viewership and the greater community that supports it.(33) Candy Crush Saga is primarily a single player game and the only way to interact with other players is to compare high scores on a leaderboard. 

Building H’s consumer research shows that 30% of Activision Blizzard gamers play single-player games always or almost always. Seventeen (17) percent of Activision Blizzard users play multiplayer modes always or almost always (6%) or mostly (11%).(34) Research has shown that video games offer shy, socially anxious, and socially inhibited players the opportunity to strengthen pre-existing friendships built online and generate additional social support.(35) 

Online video games offer gamers the opportunity to engage actively with others compared to other on-screen behaviors by allowing gamers to participate in a shared activity with a common goal.(36) A recent study found a correlation between multiplayer online games and a sense of social identity, which corresponded with higher self-esteem and more social competence along with lower levels of loneliness.(37) Increasingly users play video games to stay connected with friends and family, with 53% of US gamers reporting online gaming as a way to spend time with others that they don’t get the chance to see often.(38) Furthermore, 74% of parents report playing video games with their children at least weekly.(39) 

In Building H’s consumer research, 55% of heavy Activision Blizzard users reported being lonely compared to 41% of non-gamers. Yet, Activision Blizzard users appear to engage in more in-person social activity. Seventy-one (71) percent of heavy Activision Blizzard users reported having two or more in-person social visits with people from outside of their household per week, as compared to 45% of non-gamers.(40) 

The quality of social experience might differ depending on the game being played or the source of communication being utilized. Gamers have identified co-players as close, trusted, and valued friends with 75% of individuals surveyed reporting making good friends online and 40% of those discussing offline issues online.(41) Even when voice chat is not being used meaningfully social interactions can still occur where users exchange positive social-emotional messages more than task-oriented messages.(42) Even though features offered by developers and gaming platforms provide a source for people to connect and meet new people, toxic behaviors experienced in-game can deteriorate from the overall experience. After experiencing these toxic behaviors gamers might change session length, session frequency, and retention.(43) Activision Blizzard has a set of guidelines and a procedure to deal with disruptive behavior and misconduct online through user submitted reports to help promote an inviting online environment.(44)

In Building H’s consumer research, respondents were asked how playing games had influenced their relationships and social interactions in 13 different ways, including, for example, “meet new people,” “give emotional support to others,” and “feel less excluded.” Activision Blizzard users reported a slight positive effect: on a scale of +3 to -3, the average score was 1.03 with the low being 0.88 and the high being 1.17 across all 13 questions.(45) They gave their highest scores to “feel less lonely or isolated,” and “meet my desired levels of socializing” and their lowest scores to “receive emotional support from others” and “create less conflict, adversity, or strain in my interactions with others.” Heavy Activision Blizzard users also said that their gameplay had a positive influence: the average score was 1.25 with the low being 1.06 and the high being 1.44.(46)

Getting Outdoors

slight negative influence

Playing video games is largely an activity done indoors where the consoles they are played on are frequently stationary devices and therefore are not intended for outdoor use. On the other hand, both virtual reality and handheld devices are portable and more likely to be used outdoors by gamers. In Building H’s consumer research, 41% of heavy Activision Blizzard users reported gaming outdoors frequently (30%) and always or almost always (11%) compared to 29% reporting rarely or never.(47) In addition, our research revealed 70% of heavy Activision Blizzard users reported being outdoors for an hour or more per day in summer compared to 51% of non-gamers.(48)

Return to 2024 Building H Index

1. J. Clement. Number of monthly active users (MAU) of Activision worldwide from 1st quarter 2018 to 2nd quarter 2023. Statista website, November 2023.

2. Defined as survey respondents who indicated that the game they played the most over the past 30 days was an Activision Blizzard title.

3. Evan Cook. Measuring the Product Environment: How do Video Games on Health Behaviors? Building H on Medium. April 23, 2024.

4. Mario Servio et al. Acute effects of video-game playing versus television viewing on stress markers and food intake in overweight and obese young men: A randomised controlled trial. Appetite. Volume 120 (January 2018), pp. 100- 108.

5. Jean-Philipe Chaput et al. Video game playing increases food intake in adolescents: a randomized crossover study. The American Journal of Clinical Nutrition. Volume 93, Issue 6 (June 2011), pp. 1196-1203.

6. Rose Oldham-Cooper et al. Playing a computer game during lunch affects fullness, memory for lunch, and later snack intake.The American Journal of Clinical Nutrition. Volume 93, Issue 2 (2011), pp. 308-313.

7. Mario Siervo et al. Acute effects of violent video-game playing on blood pressure and appetite perception in normal-weight young men: a randomized controlled trial. European Journal of Clinical Nutrition. Volume 67, Issue 12 (2013), pp. 1322-1324.

8. Dustin Moore and Jesse Stabile Morrell. Do dietary patterns differ with video game usage in college men? Journal of American College Health. Published online Aug 23, 2022.

9. Servio et al. (2018).

10. Mario Siervo et al. Frequent video-game playing in young males is associated with central adiposity and high-sugar, low-fibre dietary consumption. Eating and Weight Disorders. Volume 19, Issue 4 (2014), pp. 515-520.

11. Servio et al. (2018).

12. Dana Roscoe et al. Fueling the Games”: Energy Drink Consumption, Marketing, and the Associated Perceptions and Behaviors in Video Gaming. Journal of Electronic Gaming and Esports. Volume1, Issue 1 (2021), pp. 1-9.

13. Cook (2024).

14. Ibid.

15. Ibid.

16. Junxiu Liu et al. Quality of Meals Consumed by US Adults at Full-Service and Fast-Food Restaurants, 2003–2016: Persistent Low Quality and Widening Disparities. The Journal of Nutrition. Volume 150, Issue 4 (April 2020), pp. 873–883.

17. Cook (2024).

18. Laila Al-Shaar et al. Health Effects and Public Health Concerns of Energy Drink Consumption in the United States: A Mini-Review. Frontiers in Public Health. Volume 5, Article 225 (2017).

19. Cook (2024).

20. Ibid.

21. Beate Hygen et al. Longitudinal relations between gaming, physical activity, and athletic self-esteem. Computers in Human Behavior. Volume 132 (July 2022).

22. Siervo et al. (2014).

23. Cook (2024).

24. Ibid.

25. Ibid.

26. Joaquim Kristensen et al. Problematic Gaming and Sleep: A Systematic Review and Meta-Analysis. Frontiers in Psychiatry. Volume 12, 2021.

27. Chadley Kemp et al. Sleep in Habitual Adult Video Gamers: A Systematic Review. Frontiers in Neuroscience. Volume 15, 2021.

28. Ibid.

29. Lauren Gravitz. How Gamers Actually Sleep. Sleep Foundation website. November 18, 2022.

30. Cook (2024).

31. Kristensen et al. (2021).

32. Laila Al-Shaar et al. (2017).

33. Joshua Barney and Natalie Pennington. An exploration of esports fan identity, engagement practices, and motives. Telematics and Informatics Reports. Volume 11, September 2023.

34. Cook (2024).

35. Rachel Kowert and Linda K. Kaye. Video Games Are Not Socially Isolating, in C. Ferguson (ed) Video Game Influences on Aggression, Cognition, and Attention (2018), pp. 185–195.

36. Stephen Gossett. The Real Social Benefits of Video Games. Built In. January 23, 2023.

37. Kowert and Kaye (2018).

38. Entertainment Software Association. 2021 Essential Facts About the Gaming Industry. The ESA website, July 2021.

39. Ibid.

40. Cook (2024).

41. Kowert and Kaye (2018).

42. Andrew Fishman. Video Games Are Social Spaces: How Video Games Help People Connect. Response for Teens website, accessed November 14, 2023.

43. Otto Soderlund. Voice Chat is Popular with Gamers - It's also the Top Source of Toxic Behavior. Speechly. March 8, 2023.

44. Call of Duty Security and Enforcement Policy. Activision website, accessed December 30, 2023.

45. Using an adaptation of the Retrospective Assessment for Connection Impact (RACI) scale developed by Matthew Smith.

46. Cook (2024).

47. Ibid.

48. Ibid.