ReportNewzoo
Newzoo Gamer Insights: The Future of Gaming
1 Jan 202222 pages~1 min full read
90% of Gen Alpha and Gen Z are active game enthusiasts, significantly higher than the 79% engagement rate seen in the general online population.
See it on page 9Gaming is the primary entertainment source for Gen Alpha and a top-three source for Gen Z, competing directly with social media and video streaming platforms.
See it on page 8Economic engagement is high, with 52% of Gen Alpha and 48% of Gen Z spending money on games, primarily driven by mobile platform purchases for exclusive content and personalization.
See it on page 470% of Gen Z respondents express interest in utilizing virtual game worlds for non-gaming social activities, including concerts and virtual hangouts.
See it on page 15The shift toward gaming as a multi-dimensional social platform requires developers to prioritize multiplayer connectivity, deep character customization, and diverse content consumption to remain relevant to younger cohorts.
See it on page 13The Gamer Generations Report 2022 examines the evolving relationship between younger consumers and the video game industry, asserting that gaming has become an integral, multi-dimensional pillar of daily life for Gen Alpha and Gen Z. The analysis highlights a shift where gaming serves not just as entertainment, but as a primary venue for socialization, self-expression, and immersion. This trend is positioning these generations as the primary drivers of future virtual worlds and the emerging metaverse.
Data for this study was collected between February and April 2022 via Computer Assisted Web Interviewing, surveying 75,930 respondents across 36 global markets. The scope covers Gen Alpha (ages 10-12) and Gen Z (ages 13-27), comparing their behaviors against the total online population. Key findings indicate that 90% of Gen Alpha and Gen Z are "game enthusiasts" who engage through playing, viewing, or social interaction, compared to 79% of the general population. Furthermore, these groups spend significantly more leisure time on gaming than older cohorts; it is the top entertainment source for Gen Alpha and a top-three source for Gen Z, rivaling social networks and video streaming.
Economic engagement is also high, with 52% of Gen Alpha and 48% of Gen Z spending money on games, primarily on mobile platforms. The top spending motivators include unlocking exclusive content and personalizing in-game experiences through currencies and gear. Socially, 70% of Gen Z expresses interest in using game worlds for non-gaming gatherings, such as concerts or virtual hangouts. The report concludes that as gaming becomes a ubiquitous social platform, brands and developers must adapt to these generations' preferences for multiplayer connectivity, character customization, and diverse content consumption.
