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Life is full of obligations, things people have to do to support themselves and their families. The time outside of these obligations is their 'me time' - when people do what they CHOOSE to do. 'Me time' is when people engage in the activities they love the most, things that are connected to who they are and how they want to be seen - their personal identity. As part of Fandom’s annual research study - Inside Fandom - the company found that 50% of 'me time' is spent with entertainment and gaming, reinforcing the importance of people’s fandoms in their lives. Understanding why entertainment & gaming are such important parts of people’s identity and how to authentically activate in and around these passion points is the key to building an engaged and loyal fan community.

Unlocking the power of 'me time': harnessing fandoms to fuel brand love

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