Newzoo recently released its Global Gamer Study for the year, where it reports its findings on the different generations of consumers and how they engage with the games industry. According to this study, newer generations of gamers are engaged with the medium, both consuming games and content about games in other forms of entertainment. Many of these gamers play and watch content about the same few games — however, there is a subset of gamers who are seeking out and engaging with new games that trend online.
Out of the 73,000 global gamers surveyed, those who self-identify as Gens Z and Alpha both report they prefer playing open world games that they can explore as well as deep and interesting stories. Gamers of those generations also report enjoying adventure, fighting and shooter genres. Part of the report also covers how much consumers spend on games, and around half of console players apparently fall into the medium-to-high spending category, compared with 40% of PC players and 30% of mobile players.
One of the takeaways from the report is that players in Gens Z and Alpha are some of the more enthusiastic gamers out there now. According to their findings, 86% and 94% of those generations interview said they played video games, as did 85% of millennials. Gen Xers and Boomers on the other hand report 67% and 50% respectively. Gens Z and Alpha also report watching games quite a bit (79% and 80%, respectively), more so than the other reporting generations (though millennials aren’t far behind at 67%).
Another fact the report mentions is that a large percentage of the gamers looking for new games are Gen Z. According to Newzoo’s chart, around 31% of gamers are seeking out and trying “new and trending” games, and 42% of those seeking are Gen Z. Meanwhile, 15% are Gen Alpha and 34% are millennials. Their trend of media consumption continues, as the same players who are seeking new games also watch a lot of gaming-related content and 58% count gaming as their favorite pastime.
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It might be important for new games to court the Gen Z audience via social media and gaming content sites — 81% said media positively influences their gameplay and purchases. According to ZBD’s study of Gen Z gamers, they seek out platforms such as Instagram, YouTube and TikTok to engage with gaming-related content and many are willing to make in-game purchases and to engage with non-gaming brands if they make forays into gaming.
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