Market (Overall)ยทUpdated Mar 17, 2026 by Newzoo
Gaming has become a primary entertainment medium, with Gen Z and Millennials dedicating approximately 25% of their total leisure time to it.
Engagement depth is age-dependent: 81% of Gen Z identify as gamers, compared to 42% of Baby Boomers, with younger cohorts treating games as social hubs rather than just casual pastimes.
The metaverse is gaining traction, as 70% of Gen Z gamers report an intent to use game worlds for non-gaming activities like socializing and attending events.
Over two-thirds of Gen Z and Millennials both play games and consume gaming video content, positioning streamers and creators as primary cultural influencers for these demographics.
While younger players prioritize creative sandbox and battle royale genres, older generations primarily utilize mobile platforms for casual, functional engagement like seeking tips or unwinding.
Across all generations, there is a unified interest in metaverse-adjacent features, specifically regarding avatar customization and free advertiser-sponsored content.
The findings are based on a comprehensive sample of over 72,000 respondents across 33 global markets, confirming gaming as a foundational element of modern social identity.
Gaming has become a primary entertainment medium, with Gen Z and Millennials dedicating approximately 25% of their total leisure time to it.
Engagement depth is age-dependent: 81% of Gen Z identify as gamers, compared to 42% of Baby Boomers, with younger cohorts treating games as social hubs rather than just casual pastimes.
The metaverse is gaining traction, as 70% of Gen Z gamers report an intent to use game worlds for non-gaming activities like socializing and attending events.
Over two-thirds of Gen Z and Millennials both play games and consume gaming video content, positioning streamers and creators as primary cultural influencers for these demographics.
While younger players prioritize creative sandbox and battle royale genres, older generations primarily utilize mobile platforms for casual, functional engagement like seeking tips or unwinding.
Across all generations, there is a unified interest in metaverse-adjacent features, specifically regarding avatar customization and free advertiser-sponsored content.
The findings are based on a comprehensive sample of over 72,000 respondents across 33 global markets, confirming gaming as a foundational element of modern social identity.