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A new study conducted by YouGov and commissioned by Bethesda reveals that video game-based TV series are doing more than just entertaining Thai audiences, they’re inspiring real-world action and shaping personal identities.
The research, released alongside the season finale of the Fallout TV series, surveyed Thai adults who play video games or stream video content. The findings show a clear pattern: watching these shows leads to deeper engagement with the franchises they’re based on. According to the study, 67% of Thai consumers say they became more interested in a franchise after watching its TV adaptation. What’s notable is what happens next—93% of these newly interested fans go on to participate in real-world activities related to these franchises.
The most popular activities include buying merchandise and collectibles (42%), reading related books or comics (39%), and making new friends who share the same interests (34%). Some fans take it further, with 25% trying to recreate meals from their favorite shows and 19% planning vacations to locations similar to those in the fictional worlds.
The research shows that for many Thai fans, these franchises go beyond entertainment. More than half (54%) say their fandom has influenced their personal identity, affecting their values, self-perception, and daily activities. For 11% of respondents, fandom has significantly shaped who they are as people.
Jon Rush, Creative Director at Bethesda Game Studios, noted that franchise engagement has evolved beyond passive consumption. “Our research shows two thirds of Thai consumers have become more interested in a franchise after watching its TV show, with many taking part in a wide range of real-world activities,” he said.
The study found that 93% of Thai gamers were influenced to play a video game after watching its TV adaptation. Their main reasons include wanting more stories about the characters (39%), seeking deeper immersion in the fictional world (36%), and exploring additional stories within the universe (32%). The themes that draw Thai fans most strongly are storytelling (34%), fictional characters and roles (32%), and adventure (27%).
Beyond individual engagement, the research highlights fandom’s social aspect. A third of Thai fans (34%) have made new friends through shared interest in these universes, while 34% engage in creative or self-expressive activities related to their favorite franchises. The study shows that 93% of Thai fans enjoy participating in franchise-related activities, pointing to the role these fictional universes play in building connections and shared experiences beyond the screen.
