Insights from the KidsKnowBest Community, in collaboration with Kidoz. Written by Lucy Baker, Insights Manager.

Introduction

At KidsKnowBest, we’re committed to uncovering how kids really think, feel, and behave, especially in spaces that are rapidly evolving, like gaming. Our mission is to help brands, creators, and policymakers see young audiences clearly and truthfully, through their own words and actions.

Our work is grounded in daily dialogue with kids and teens across the UK and US, powered by a dynamic community of over 3,000 young people aged 3–18 and their families. This always-on connection, combined with rigorous qualitative and quantitative methods, allows us to surface not just what kids are doing, but why.

So why this report?

KidsKnowBest and Kidoz came together to explore the tension between play and perception, between behaviour and identity. We set out to examine the stories and stats behind gaming identity today.
This report offers both a wide-angle view of gaming habits and a close-up on personal narratives. It’s a lens into how gender, identity, and inclusion play out in one of the most influential ecosystems shaping youth culture today. Because when nearly every kid is playing, but not everyone feels they belong, we have to ask: who gets to be called a gamer—and who decides?