Interact with Gen Z in their natural environment: in-game and mobile
In this day and age, everyone is a gamer, but especially the members of Gen Z. Their natural habitat are video games and smartphones, and thanks to COMBO! The Gaming Media Network, it’s now easier than ever for brands to interact with them through premium mobile in-game ads.
Raised in a digital environment, Gen Z organize their everyday lives and free time via mobile devices and with the help of countless apps. They are a generation of gamers whose favorite gaming device is their smartphone. Newzoo says 80% of Gen Z and Millennials play video games, meaning they aren’t just a pastime but a fixed and constant part of their daily lives.
The experts at Newzoo found out that the social aspect and multiplayer options are what makes video games so appealing: in a survey, 65% of Gen Z players agreed with the statement that the opportunity to join forces with other players is very important to them (source: Newzoo). What they appreciate about multiplayer missions is the communication and cooperation as well as the competition with other players within the community. Advertisers can transfer these aspects to their campaigns and creatives, and if these ads are in-game, it significantly increases their success.
Not only does Gen Z use smartphones to play games but also to communicate, shop, and learn. This is why it’s important for advertisers and their conceptual planners to start an authentic conversation with Gen Z on the platform on which they spend the most time. Campaigns have long been tailored to this fact, but there’s more to the story when it comes to creating an interactive dialogue with Gen Z. For example, in PwC’s third Consumer Insights Series study, “Gen Z is Talking. Are you Listening?”, they found that stationary retail is still relevant for 13 to 27 year olds. This generation likes to shop in-store more often than any other age group, but they expect a special in-store customer experience. As a result, combining and linking mobile marketing campaigns with offline retail activations can be an effective way to engage Gen Z in a whole new way.
COMBO! The Gaming Media Network leverages the worlds of mobile and gaming, giving brands access to 1.3 billion users worldwide. Through the network, brands will be able to connect to this highly engaged audience and reach their objectives and KPIs like never before.
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