Boosting game discovery among Gen Z

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How can your brand win big with Gen Z gamers?

by UNiDAYS
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    How can your brand win big with Gen Z gamers? 

    Did you know that one-third of students play video games daily?

    Gen Z and gaming go hand in hand and, of those daily gamers, nearly 20% consider it a top priority for their spending. The opportunity is huge, which means it’s time to get your head in the game. But how?

    Introducing the 2024 UNiDAYS Gaming Report. This is your guide to unlocking Gen Z loyalty, packed with actionable insights to set you apart from the rest. Download the report to find out:
    • Why students love gaming and how you can tap into their sentiment
    • What dedicated Gen Z gamers want from brands
    • How gaming trends are influencing tech purchasing patterns
    • The best ways to influence students
    • How to smash your marketing goals with Gen Z

    Plus, we’re talking saving, spending, gaming devices and so much more. Don’t miss out, download the report now.

    Understanding Gen Z’s gaming needs

    It’s no overstatement to say that students have a gaming habit, with 1 in 3 Gen Z members playing video games daily. Gaming is going from strength to strength and, with increased accessibility and affordability through a range of devices, now is the time to captivate the Gen Z audience. 

    So, what do students want from games? They told us their main reasons for gaming are:

    1. Simply having fun
    2. Relaxing, destressing and improving mental wellbeing
    3. Escaping and exploring different worlds, universes and maps
    4. Developing different skills, like problem-solving, strategy and focus
    5. Socialising, connecting with existing and new friends

    Gen Z’s needs and motivations are varied. Consider the student calendar for a second–it’s packed with exams, deadlines, heavy workloads, balancing social lives with part-time work and so much more.

    That means when students speak, you should be listening. Gaming helps them relax and take the edge off, but that’s not all. For more serious Gen Z gamers who relish long-form games over quick and easy puzzlers, there’s a big opportunity for brands to capitalise on.

    How gaming trends are affecting tech purchases

    For the majority of students, gaming is a lower priority for their disposable income. However, over a quarter of Gen Z say gaming purchases are on their minds once their essentials are taken care of, while 15% of daily gamers consider it to be the top priority for their money.

    • Average Gen Z UK individual monthly gaming spend: £48
    • Total Gen Z UK monthly spend: £279M

    But what are these gamers spending their money on, anyway? It’s not just about purchasing games, because you can’t play them without a device.

    We asked Gen Z what their preferred gaming devices are. Here’s what they said:

    1. Mobile: 64%
    2. Console (e.g. PlayStation, Xbox): 42%
    3. Laptop: 25%
    4. Handheld console (e.g. Nintendo Switch): 21%
    5. Tablet: 18%
    6. PC: 16%

    Now, those percentages don’t add up and that’s because over half of Gen Z use two or more devices for gaming, while 26% use at least three. Students’ needs are diverse and convenience, performance, exclusive titles, quality of graphics and plenty of other factors could influence their choice of devices.

    In other words, there’s a significant opportunity for brands in every area of the gaming spectrum to captivate Gen Z and earn their loyalty before it’s formed elsewhere.

    What’s the key to influencing Gen Z gamers?

    It’s clear that Gen Z loves video games, but it doesn’t stop there. Students are huge consumers of video game content on platforms like Instagram, TikTok and YouTube, as well as gaming-centric sites like Discord and Twitch.

    When we asked, students highlighted four types of content as the most popular:

    • Playthroughs
    • Reviews
    • Streamer content
    • Tutorials

    We leverage these types of content to ensure our partners’ youth marketing strategies are spot on when it comes to engaging a Gen Z audience. 69% of students are regularly viewing gaming content, so keep ahead of the competition by targeting them in their favourite spaces, at the right time.

    Gear up to win big with Gen Z

    At UNiDAYS, we know exactly what makes Gen Z tick. From their unique needs and motivations to their busy schedules and spending habits–we get them.

    There’s no time like the present to get ahead with this generation as they enter the market for the first time as the latest wave of brand loyalists. Let’s make sure they’re loyal to you.

     

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      Think digital marketing is all it takes to reach Gen Z? Think again. Download the research report here.