- Smartphone dominance: 66% of UK gamers regularly play on a smartphone, with 47% playing exclusively on smartphones or tablets.

- The "real" gamer dilemma: 24% downplay or hide their gaming because mobile or cosy titles aren't viewed as "real" gaming.

- Paying for peace of mind: One in ten (10%) gamers have paid for private servers, DLC, or single-player expansions specifically to avoid public multiplayer spaces.

A new online study by savings platform MyVoucherCodes highlights the lingering social stigma, hidden costs, and changing habits defining modern British video game culture.

Despite gaming’s widespread popularity, almost three in four gamers say they feel guilty about playing video games. The survey reveals that 73% of players experience guilt, anxiety, or the feeling that they should be doing something more productive at least rarely while gaming. Overall, two in five gamers (39%) explicitly agree they feel guilt or that they should be doing something more productive while playing. In contrast, 21% worry others may judge them for identifying as a gamer.

The Rise of the Mobile Gamer, and the Stigma Attached

The research confirms that smartphones are Britain’s go-to gaming device, with 66% regularly playing games on a smartphone and 47% relying solely on a smartphone or tablet.

However, casual play still faces gatekeeping. One in four gamers say casual games don’t count as “Real” gaming, leading 24% of respondents to hide or downplay their gaming habits because mobile or cosy games do not feel like "real" gaming to the wider community.

MyVoucherCodes gaming and tech expert, Nathan Walters, said, "Gaming is my main hobby, and while people sometimes dismiss it as unproductive, I see it as similar to reading a good book: it can be immersive, educational and meaningful. History-based games helped spark my interest in history and contributed to my decision to study it at university. Gaming has also helped me build lasting friendships across the UK and connect with people like me who may be introverted, have mental health challenges or simply prefer not to go out drinking. For me, it also provides an affordable way to relax, escape everyday stresses and achieve a sense of accomplishment. There is no single right way to spend your free time, and gaming can be a cosy, sociable pastime that supports learning, connection and wellbeing."

Notes to Editors

About the Data:

All figures, unless otherwise stated, are from YouGov Plc. The total sample size was 2161 across the UK and the US who play video games, of whom 1,084 were in the UK. Fieldwork was undertaken between 10th - 20th July 2026. The survey was carried out online.

About MyVoucherCodes:

MyVoucherCodes is a market-leading voucher, coupon and discount deals website based in the UK.

It has around five million consumer members who receive daily emails featuring the best selection of deals, vouchers and offers from fashion, beauty, restaurant and electrical, as well as many more retailers. It works with more than 2,500 retailers to offer more than 25,000 vouchers or discount codes.

MyVoucherCodes is operated by Future Publishing Limited.

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