Gaming is already one of the world’s most popular pastimes. Gen Alpha and Gen Z make up around one-third of the global population, and entertainment industries are competing for their time and attention. Newzoo’s Future of Gaming Report 2022 shines a light specifically on Gen Alpha and Gen Z demonstrating why it is important to understand how those younger generations engage with video games.

Gaming fulfils needs beyond the core activity itself, especially for younger generations. It gives them a place for socialising, connecting, self-expression, immersion, and relaxation. The expansions of virtual worlds, and the metaverse, are only going to accelerate those trends. It is not surprising brands are integrating gaming into their marketing and brand strategies to connect with younger consumers on platforms where they spend a substantial amount of their free time.

The Future of Gaming Report 2022 – Key Insights

  1. Gaming is integral in the lives of Gen Alpha and Gen Z – They invest a substantial portion of their free time in video games compared to the total online population. In fact, 9/10 Gen Alpha and Gen Z are game enthusiasts, all with their own diverse ways of engaging with the popular pastime
  2. Younger generations are turning to games to socialise – The social elements of video games, like communication, competition, and cooperation appeal to younger generations. Connection via virtual worlds is a key element of the metaverse. They are already familiar with and interested in socializing via gaming worlds and will likely play an important role in driving demand for the metaverse
  3. Half of Gen Alpha and Gen Z spend on games – Gen Alpha and Gen Z like to spend money on video games. Spending on mobile is the most common, and unlocking content is the top motivator. They also like spending money on virtual goods. They mostly spend money on in-game currencies and gear

Download The Future of Gaming Report 2022

For more information on these insights, and for other learnings, check out the full Future of Gaming Report 2022. You may also find the UK Gamer Insights Report 2022 of interest. Click here to access that.

If you’re looking for advice from an esports or gaming agency, Strive Sponsorship can help. Contact us for esports, sports, sponsorship, commercial, content, media, operations, investment, and communications consultancy services.

Frequently asked questions

Will gaming continue growing?

The global video game market size was valued at USD 195.65 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 12.9% from 2022 to 2030. Advances in technology and continued innovation in both hardware and software to enhance the real-time rendering of graphics are expected to drive the market’s growth over the forecast period. (Source: Grand View Research)

Is gaming becoming a career?

Gaming is already a career. From developers building games to people that play and test games. Competitive gaming also offers the best players a chance to earn a salary and win prize money in esports tournaments.