The Gaming Revolution: How Gen Z and Millennials Are Redefining Advertising
In the dynamic world of digital entertainment, video games have evolved from a simple hobby to a central part of the daily lives of Generation Z and Millennials. With over 82% of these demographic groups dedicating more than 7 hours a week to video games, we are witnessing a silent revolution redefining how brands must interact with these highly influential audiences.
The rise of video games is not just a trend; it reflects how these generations choose to invest their time and socialize. Video games have become a primary activity for entertainment, escapism, and socialization. For brands, this represents an unprecedented opportunity to connect with a young, engaged, and tech-savvy audience.
Engaging the Passionate Player
A recent study by Gameloft for brands reveals that, unlike hyper-casual and casual games, core games require players to engage in longer gaming sessions and offer a more complex and challenging experience. These games have a higher barrier to entry, as they require players to spend time learning the rules, developing in-game skills, formulating strategies, and competing with others. This dedication leads to deeper user engagement and stronger loyalty, making these games a central aspect of many Gen Y and Z gamers' lives.
The research also highlights that gaming integrates significantly and seamlessly into these players' daily routines and identities. Gaming positively influences various aspects of their lives, making these gamers a unique and influential audience driven by a desire for entertainment and competition. Notable findings include:
- Sports and Entertainment: The importance of sports in their lives and their preference for entertainment. They enjoy monthly trips to the cinema and streaming SVOD content inspired by video games.
- Technology: A crucial role as they stay updated with the latest tech trends.
- Eating Habits: Core gamers often consume snacks while playing, with half of them ordering fast food during their gaming sessions, reflecting their preference for convenience and enjoyment during extended gameplay.
Authentic Engagement: The Key to Reaching Gamers
Why is this information important? Because today's gamers are not just passive consumers; they are trendsetters, influencers, and often hard to reach through traditional media channels. Gen Z and Millennials seek authenticity and relevance in their interactions with brands. They do not want to be bombarded with intrusive ads that interrupt their gaming experience; they want brands to add value to their favorite activities.
In-Game Advertising: Preferred and Effective
Our study also reveals that core gamers show a clear preference for in-game ads over traditional media, finding these ads more relevant to their gaming experience, especially when they offer additional content or in-game rewards. This seamless integration of advertising into the gameplay enhances their experience and fosters a positive association with the brands involved.
It is also important to note that 63% of players aged 18 to 24 are more inclined to interact with brands through ads in mobile video games. This preference underscores the significant opportunity brands have to connect with this audience through their mobile devices, a platform intrinsic to their daily lives.
Another interesting facet of this audience is that 78% of players aged 18 to 44 are interested in watching movies and series related to their favorite video games on SVOD streaming platforms. This interest in game-related content demonstrates how games influence their entertainment preferences beyond gameplay itself.
The daily activities of these gamers include listening to music, watching videos, and playing sports. These activities provide a balanced mix of entertainment and physical activity, complementing their daily gaming routine. Streaming music and videos offer relaxation and enjoyment, while playing sports ensures they stay active, maintain physical health, and improve overall performance.
Strategic Integration: Winning Over Core Gamers
The key to connecting with core gamers lies in understanding their passion for video games and finding creative ways to integrate into that experience. From rewarded formats that offer incentives to players to product placements that feel natural and relevant within the game, brands have the opportunity to seamlessly integrate into the gaming universe.
