Not much is funnier than someone who takes themselves too seriously, and AI might be the perfect straight man - just see how NotebookLM pitches its consultancy services to Sauron at Mount Doom.
Scroll down to read about Pokémon players, the rise and rise of protein, and touching grass in Missouri.
Stats to power your week
🤱Ahead of Mother’s Day, there’s a neat split in what “support” looks like. Non-mothers most want brands to offer a broader range of deals, while mothers themselves (who are less likely to be shopping) prefer brands to support or donate to charities. GWI Moments (UK)
🥩The protein bandwagon shows no signs of slowing down. Since 2020, there’s been a 60% increase in Americans saying high protein products are very important in what they eat, and it’s now the top food priority. When even Dunkin’ is leaning into it, you know this particular macronutrient has moved from the gym to the mainstream. GWI USA
🌿Politics, or political culture, doesn’t always predict behavior. The US state where you’re most likely to find a regular recreational cannabis user is Republican Missouri (11%) - a reminder that access, tax, and bureaucracy can matter more than culture in shaping adoption. GWI USA
💵When it comes to dating, old norms die hard. Men are actually more likely than women to say the man should pay on the first date, but both genders put men first in that role. Turns out the technology behind dating changes a lot faster than social scripts do. GWI Zeitgeist
Meet the audience: Pokémon players
Without GWI data
With GWI data
Pokémon is coming up on its 30th anniversary in 2026, which is a useful reminder that a lot of the fanbase has simply grown up with it, even if the franchise still gets filed under “for kids.” In reality, the audience skews Gen Z and millennial but spans genders, contains a real mix of parents and non-parents, and includes a notably higher share of Hispanic players. They also tend to be a bit more spontaneous and expressive than average - more likely to say things online they wouldn’t say in person, and more likely to make impulse purchases.
Chart of the week
Not many people talk about the metaverse these days, especially as the tech world has shifted its focus to artificial intelligence. But many of the platforms that were once bundled into the story continue to grow quietly in the background.
While public interest in the metaverse has cooled as a hype term, Roblox has kept expanding by delivering something concrete and repeatable: a low-friction way to play, hang out, and create in shared virtual worlds, powered by a huge creator ecosystem and a steady stream of new experiences. There are now more Americans who play Roblox than Mario, NBA 2K, or FIFA.
More from GWI
Sign up for our webinar happening this Thursday: a deep dive on World Cup fans.
Interested in some of the gaming stats covered in this edition? You might want to explore our GWI Gaming data set.
