According to the study, Gen Z gamers are highly engaged, with 65% playing more than three hours daily. The top five most played genres among this group are Casual mobile, FPS, Adventure, RPG, and Fighting games. It is interesting to note that at least 40% of the respondents engaged with each of these genres, indicating the diverse range of gaming preferences within this generation.
The study also revealed some differences in player behavior between male and female Gen Z gamers. Male players reported playing for longer durations than their female counterparts, with about one third of males playing for five or more hours per day. On the other hand, females were more likely to play for one to two hours per day. These findings highlight the importance of considering gender differences when developing and marketing games.
Gen Z gamers are not just avid players but also active consumers. The majority of the sample (63%) said they worked at least part-time, indicating their purchasing power. In fact, 53% of survey takers reported spending at least $20 per month on games, with about three out of ten male players spending over $35 each month. This suggests that Gen Z gamers are willing to invest in their gaming experiences and are potential customers for game developers and brands.
Interestingly, the study found that over 85% of Gen Z gamers reported spending less than $60 per month on games. This indicates the importance of free-to-play content in attracting this generation. Given their spending power, it is not surprising that Gen Z is embracing subscription gaming services like Xbox Game Pass or Apple Arcade. More than half (54%) of the respondents said they have a gaming subscription, approaching the numbers for music (65%) and video (71%) subscriptions.
When it comes to connecting with brands, Gen Z gamers feel more connected to creators rather than established gaming studios. Over a third (36%) felt that gaming companies run by Millennials and Gen X were out of touch with their generation. This presents an opportunity for publishers and brands to engage with this generation through content creators. Two thirds of Gen Z gamers said they would trust a brand more if a content creator they knew engaged with it. YouTube, TikTok, and Instagram are the most popular platforms for Gen Z gamers to engage with creators, with YouTube being the most popular among them.
While Gen Z gamers are somewhat skeptical about publishers understanding their generation, they are open to engaging with brands in-game. About seven out of ten Gen Z gamers said they have bought or would buy a branded in-game item, and 81% said they would play or have played games or experiences based on a non-gaming brand. This indicates that there is potential for brands to effectively reach and engage with Gen Z gamers through in-game advertising and branded content.
Gen Z gamers are ambitious and value their time. In addition to their gaming activities, 70% of survey takers said they had some form of side hustle. They also believe in rewarding content creators fairly for engaging with brands, with four out of five Gen Z gamers agreeing on this. Nearly 60% have rewarded a creator with a paid subscription, showing their support for content creators who align with their values.
When it comes to ads in games, 50% of respondents said they don’t mind them, but 43% found them disruptive and felt that they ruined the gaming experience. This highlights the importance of making ads as palatable as possible to avoid negatively impacting the gaming experience. ZBD’s platform offers players the opportunity to earn Bitcoin through playing games, and the study found that 51% of respondents would be interested if their favorite games started offering Bitcoin rewards. Additionally, nearly three in four (74%) of Gen Z gamers said they would be more receptive to ads in games if they received Bitcoin for their time. This suggests that Bitcoin rewarded ads can be an enticing option for game developers looking to monetize their games while keeping players engaged.
In conclusion, Gen Z gamers are a technologically plugged-in generation that demands authenticity, fairness, and engaging experiences in their gaming. They are highly engaged with a diverse range of gaming genres and are willing to spend money on their gaming experiences. They feel more connected to content creators than established gaming studios and are open to engaging with brands in-game. Game developers and brands can tap into this generation’s spending power and engagement by understanding their preferences and values. By incorporating features like Bitcoin rewarded ads and rewarding content creators fairly, game developers can boost engagement, retention, and monetization among Gen Z gamers.
