Video games are immersive experiences that engage your brain. While they may have a reputation for being anti-social, unproductive and toxic, the truth is that gaming can provide a ton of benefits — from improving your health and fitness to teaching you how to solve problems creatively in the workplace. There are also plenty of social benefits, including teamwork and reducing stress, especially for older gamers. Whether you’re an old school Nintendo devotee or are more into the latest virtual reality experiences, there is no denying that video games are fun and can benefit anyone.

The popularity of gaming has been growing at a tremendous rate, with the American population dedicating 21% of their entertainment leisure time to it and the 51-65 age group dedicating 12%. In fact, gaming is the largest form of entertainment in both groups, even beating out social media and traditional TV and movies. That’s why it makes sense for brands and advertisers to leverage the power of video games as a marketing tool.

But what is it about gaming that makes it so popular and why are some people more receptive to it than others? To answer these questions, we turned to the experts at NewZoo, a purveyor of gaming data and insights that help game developers, publishers and marketers understand their audiences. Their report, Gamer Segmentation, examines different gaming personalities and their preferences and motivations to play.

Gamers come in many different shapes and sizes — and the type you are depends on what type of games you play and why. Achievers focus on progress and leveling up, Explorers like to find the hidden aspects and lore of a game, Socializers enjoy interacting with other players and Killers love competing against others in the virtual world.

The Ultimate Gamer focuses on playing a variety of games across different systems and genres and is the most popular persona in all age groups. They are likely full-time workers and have the disposable income to buy Day 1 releases and hardware for their hobby. They also consume content and keep up with the gaming industry as a large part of their enjoyment of the games they play.

The Explorers are a similar persona to the Ultimate Gamer but prefer puzzle games and matching games. They have the oldest average age of all the personas and for the first time see female representation overtake men in this category at 58-41%. They’re the most adventurous of all the personas and are more likely to take risks in-game, putting their avatar at risk for rewards, which they enjoy. These calculated risk-takers can be valuable team members in the workplace as they’re able to analyze situations and think fast in high-pressure scenarios. They can be valuable additions to teams that need people to tackle new challenges and take the company to the next level.