Generation Z, the cohort of people born between 1997 and 2012, is a generation that grew up with technology and gaming as an integral part of their lives. They are not only avid gamers, but also influential content creators and consumers who are changing the gaming industry in various ways.
Generation Z: A Passionate and Diverse Gaming Community
According to a 2021 survey, over 80% of Generation Z has played computer games in the past year, which is 50% more than Millennials. They spend nearly 80 hours per week gaming. For Generation Z, gaming isn’t just another pastime; it holds a significant place in their social activities
Generation Z is also more diverse than previous generations, both in terms of their identities and their gaming preferences. They play games across different genres, platforms, and devices, and they are more likely to play games that feature diverse characters and stories. They also seek out games that reflect their values and interests, such as social justice, environmentalism, and mental health
Moreover, Generation Z is not only playing games, but also creating them. They use various tools and platforms to design, code, and share their own games, as well as to modify and customize existing games. They are also more entrepreneurial than previous generations, using gaming as a way to earn money through streaming, esports, or selling in-game items
Generation Z: A Powerful and Engaged Gaming Audience
Generation Z is not only a large and diverse gaming community, but also a powerful and engaged gaming audience. They have a high purchasing power, spending billions of dollars on gaming products and services every year. They are also loyal to the brands and games that they love, and they are willing to pay for premium content and experiences
However, Generation Z is also a discerning and demanding gaming audience. They have high expectations for the quality and innovation of the games they play, and they are quick to voice their opinions and feedback. They are also savvy and skeptical consumers, who are aware of the ethical and social implications of their gaming choices. They prefer games that are transparent, fair, and respectful of their privacy and data.
Furthermore, Generation Z is not only a passive gaming audience, but also an active gaming influencer. They consume and produce a lot of gaming-related content on various platforms, such as YouTube, Twitch, TikTok, and Instagram. They watch gaming videos for entertainment, education, inspiration, and connection. They also create their own gaming videos to express their creativity, personality, and opinions. They have a strong influence on the gaming trends and tastes of their peers and other generations.
How the Gaming Industry Can Reach Generation Z
The gaming industry can benefit from the huge potential of Generation Z as a gaming market segment, but it also faces some challenges in reaching them effectively. The industry needs to understand the preferences and behaviors of Generation Z gamers, and to adapt its strategies accordingly.
Some of the ways that the gaming industry can reach Generation Z are:
- Creating games that are diverse, inclusive, and relevant to Generation Z’s values and interests.
- Providing games that are accessible, affordable, and adaptable to different devices and platforms.
- Offering games that are engaging, immersive, and interactive, with multiple modes of play and social features.
- Delivering games that are innovative, original, and high-quality, with frequent updates and improvements.
- Communicating with Generation Z gamers in a transparent, authentic, and respectful way.
- Collaborating with Generation Z gamers as co-creators, testers, reviewers, and promoters of games.
- Leveraging the power of Generation Z influencers as advocates, endorsers, and partners of games.
Generation Z is a generation that lives and breathes gaming. They are not only passionate gamers themselves but also influential content creators who shape the future of the gaming industry.