Game on: how to tap into Gen Z’s £279m gaming opportunity

It’s no secret that video games are popular, but it might surprise you just how much Gen Z admire them.

100% of students told us they play video games; with 1 in 3 playing daily, there’s no time like the present to make your mark with this generation. If you’re unsure where to start, you’ve come to the right place.

The 2024 UNiDAYS Gaming Report is fully charged with actionable insights to help your brand play to win with Gen Z. Download the report to learn:

• Why students love gaming and how you can tap into their sentiment
• How to get your brand trending and sticking with Gen Z
• Why the label of ‘gamer’ might be misunderstood

...and a whole lot more. So, let’s hit the start button and take a deeper look at how to win big with Gen Z in the world of gaming.

The console-ing truth 

Gen Z is projected to spend £279m monthly across the next six months, with an individual spend of £48. With 100% of students gaming and one in three doing so daily, the scope for gaming brands has never been bigger.

That’s a significant amount of young people waiting to form loyalty to your gaming brand, so don't waste your time being an NPC. Students are looking for accessibility and affordability, which means giving them a helping hand now will set your brand apart as Gen Z head into their adult lives.

They’re the newest on the gaming scene and they’re already gaming more than older generations, with 19% doing so for more than 10 hours per week. So, as gaming goes from strength to strength, let’s pause for a second and consider why Gen Z loves video games so much.

What’s so special about gaming anyway?

There’s a lot of talk here about gaming being so important for Gen Z. That’s fine, but don’t just take our word for it–here’s what they ranked their favourite reasons for gaming:

• Just to have fun
• To relax, destress and for mental wellbeing
• To escape and explore different universes/maps
• To develop different skills (problem-solving, strategy, focus)
• To socialise and connect with existing/new friends
  

Almost 80% of respondents said having fun was their top priority when it comes to gaming, while 2 in 3 of Gen Z play video games to unwind. This point is particularly important for understanding students, who juggle a lot at once, from exams and coursework to part-time jobs and social lives.

Gaming is seen as an outlet, which is something brands should make noise about because this represents a clear point of entry for you to extend a helping hand to Gen Z and unlock that highly sought-after lifetime loyalty.

Every device comes at a price

It’s undeniable that gaming has become much more accessible and is part of why Gen Z are obsessed with it. Mobiles are the most used devices for gaming, largely because most students already own one, so they don’t need to spend money on new hardware.

Gen Z’s most-used devices for gaming are:

1. Mobile
2. PS5
3. PC
4. Nintendo Switch
5. Laptop

Full-size consoles, like the PS5, are a great option for those looking to achieve higher performance and better graphics, while handheld devices, like the Nintendo Switch, are fan favourites for on-the-go gaming and saving space.

Just like mobiles, laptops don’t generally require additional hardware purchases, which makes them another appealing option and certainly a category worth watching–Gen Z will buy laptops for reasons other than gaming, meaning the door is wide open for your brand to lend a helping hand.

Jump into the action

UNiDAYS are your Gen Z experts. We know what our student audience wants and understand everything they’re going through. That’s why we’re the world’s largest student affiliate network.

Seize the student opportunity and join brands like Call of Duty, Razer, Corsair and Turtle Beach by partnering with UNiDAYS. We’ll be your complete guide to Gen Z success and place your brand directly in front of students.

Plus, you’ll get a whole load of actionable insights. Sound good?

Talk to UNiDAYS