Gaming the future: How to make an impact with younger generations

Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy
Gaming
the future:
how to make
an impact
with younger
generations

Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy
What we set out
to learn
With 80% of under-18s 1 actively gaming and Gen Z
dedicating 19% of their free time to it (rising to 22% for
Gen Alpha
1), it’s clear that gaming plays a huge role in
the lives of younger audiences. But how effective is gaming
as an advertising medium for reaching them?
Anzu , the leading intrinsic in-game advertising platform,
and  SuperAwesome , the premier youth-focused advertising
marketplace, have joined forces to explore how brands can
effectively and safely engage young gamers in an evolving
regulatory landscape where compliance and safety are crucial.
Source: 1ExplodingTopics
2
Keep reading to learn…
The true impact of in-game advertising on
younger audiences.
How these audiences influence others.
Gaming’s role in enhancing
omnichannel campaigns targeting
these influential age groups.
Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy

Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy
Where the data came from
This report leverages first-party data from SuperAwesome and Anzu, gathered
through various research methods, to deliver comprehensive insights.
3
Social Listening 1
Analyzing trends and reactions to previous in-game advertising campaigns. Qualitative Research 1
Qualitative research from 2 foundational studies,
including 50 interviews with kids, teens, young
adults (and their parents) Quantitative Surveys 1
Across 5 foundational
studies in the UK, France, Germany and the USA.
Overall sample of 30,000
kids, teens, young adults
ranging from 4 – 24 years old and their parents. Syndicated Data
Audience insights
derived from player
data collected by both SuperAwesomeand Anzu. Brand Lift Data 2
Analysis of over 80 brand lift studies to identify what works best for younger audiences.
Sources: 1. SuperAwesome data / 2. Anzu data

Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy
Meet Maddy and Noah
Maddy (21) represents Generation Z
4
Born between 1997 and 2012, she has grown up in a world shaped by gaming, social
media, streaming platforms, and the rise of influencer
culture. As a result, Maddy is
tech-savvy, socially conscious, and entrepreneurial.
She loves creating digital content, advocating for the causes she
believes in, playing with friends online, and engaging with her favorite brands in meaningful
ways. Maddy values authenticity
and gravitates toward brands that align with her values and lifestyle. Born after 2013, he is part of
the first generation to grow up
entirely in the digital age.
For Noah, gaming is more than
a hobby — it’s his main source of
entertainment, social interaction,
and learning.
He views technology as an extension
of himself, allowing him to
navigate virtual worlds as
naturally as the physical one.
Noah also has a strong awareness
of environmental and social issues,
thanks to the digital information he’s
constantly exposed to.
Noah (12) embodies
Generation Alpha

Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy
Gaming is central to younger audiences’ lives
As new generations emerge, gaming captures more
of their time and attention. For Gen Alpha, it is the
dominant form of entertainment, and for Gen Z, it
shares the top spot with social media.
Younger gamers expect ads in their games
Unlike older generations, who may still view in-game
ads skeptically, 75% of young people in the UK and US
say ads improve their gaming experience.
The lowdown
5
Brands benefit from gaming’s ‘Halo effect’
55% of under-18s show a strong affinity for branded
in-game experiences, effectively recalling the brands they
encounter and reporting increased brand favorability
following these interactions.
Young gamers are powerful brand advocates
Gen Z gamers are more likely to recommend products
they’ve encountered in games compared to those
Brand loyalties lock at 16 years old
If you haven’t reached your audience while they
are still shedding and acquiring brands of interest,
it will be too late to enter the consideration set.
they’ve seen on other digital platforms like YouTube,
Netflix, Instagram, and TikTok.

Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy
Why is gaming a good place
to connect with
younger audiences?
Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy 6

Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy
% Leisure Time Spent per Week per Entertainment Platform (Outside of Work)
22% 16% 17% 16% 15% 14%
19% 19% 17% 14% 17% 13%
18% 19% 18% 16% 16% 14%
14% 17% 17% 20% 17% 14%
11% 15% 16% 25% 17% 16%
Gen Alpha
Gen Z
Millennials
Gen X
Boomers
Streaming
movies / series
Modern
entertainment
Social
networks
7 Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy
Traditional
entertainment
Listening to music /
radio / podcasts
Watching
broadcast TV
With each new
generation, time
spent gaming
grows
1Engaging with video games / gaming content = Playing video games, viewing gaming video
content or socializing through / visiting gaming communities
How we spend our spare
time is highly fragmented ;
however, it’s clear that each new
generation is spending more time
gaming. To remain relevant, you must
match your marketing budget
accordingly and be aware of just how big
the gaming opportunity is, especially for
younger audiences.
Source: Newzoo Global Gamer Study 2023
Engaging with video
games (content)
1
Reading

Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy
Younger audiences
love to game
Gaming is more than just an activity for younger audiences; it’s a vibrant and immersive
experience deeply integrated into their lives. Beyond just playing, they are immersed in their
favorite games’ storylines, worlds, and communities. Gaming has evolved beyond traditional
entertainment mediums, becoming a central part of their cultural fabric . It’s a place to hang
out, learn, build relationships, compete, and engage with a diverse range of media.
Source: 1. SuperAwesome data / 2. PubMed / 3. ExplodingTopics
8 Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy
55%
of under 18s in
the UK, FR & DE say
gaming is their
favorite activity
1
65%
of parents of kids aged 6-9
say they watch video game
streamers and that
increases to 75% of parents
of kids aged 10-12
1
90%
of under 18s in the US
play video games with
75% of households
owning a console
2
On average under 16s play 11 hours of video games
every week
1
Globally, there are
approximately 618 million
gamers under the age of 18,
(20% of the total
gamer population)
3

Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy
Kids 4-9
Younger audiences
play everywhere
Platform engagement study 3/ 2024 Kids aged 4-18 (UK, FR & DE)4-7 (310), 7-9 (330), 10-12 (316), 13-15 (328), 16-18 (307)
9
Under 18s are gaming across every platform,
seamlessly transitioning between mobile, console,
and PC based on their where they are, who they’re
playing with, and what time of day it is.
Younger generations don’t confine themselves to
a single gaming device, and neither should your
strategy if you want to forge meaningful connections.
By adopting a multi-platform approach , you can
engage with younger gamers wherever they play,
ensuring you capture key audience segments across
all their preferred devices.
28% 49% 18% 26%
65% 44% 24% 44%
82% 44% 31% 48%
Kids 10-12
Kids 13-18

Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy
Source: 1. SuperAwesome, How brands can connect with
young audiences in the metaverse. Ages 6-16
10
75%
of young people in the UK and US say ads
improve their gaming experience.
1
64%
of people aged 18-34 have seen in-game ads,
compared to 34% of 45-64s.
2
40%
of young people in the UK and US say
branded content makes games more fun.
3
25%
of UK and US teens are more
likely to notice in-game ads
than any other kind of ad.
3
Younger
generations
are more aware
and open to
in-game ads
Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy
Unlike older generations, younger players have grown
up with in-game brand sponsorships and ad-funded
games that enhance their playing experience .
They are accustomed to and receptive to seeing their favorite
brands within the games they play. This familiarity
presents a unique opportunity for your brand
to become part of these close-knit gaming
communities and forge early connections
with young players.
2. Anzu Gamer Survey
3. SuperAwesome’s Family Democracy Tracker, Wave 7; A8:
Which of the following platforms are you most likely to notice advertising on? US, 13-18 year olds.

Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy
How do younger audiences
influence others?
Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy 1111

Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy Confidential – © SuperAwesome 2013-2022

The following statements reflect insights from
parents about their children. The data highlights
a crucial trend: younger audiences wield
substantial influence over household decisions
and purchasing behaviors .
Understanding this reveals the opportunity for
brands to craft campaigns that resonate with
younger audiences and leverage their influence
to drive household purchases.
Young gamers
shape household
spending
SuperAwesome tracker: Family Democracy Tracker, parent question UK, DE & FR
parents of kids aged 4 – 18 (JAN 24)
12
Say their child’s opinions
matter when purchasing
things for the family
Say they prioritise
purchasing things for their
children over other expenses
66%
82%
Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy
Say their child’s opinions
matter when purchasing
things for them
86%

Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy
A closer look reveals that younger audiences are shaping purchase
decisions across a wide range of product categories, from everyday
snacks and groceries to consumer electronics and personal care.
How much are under 18s influencing your purchasing behavior?
This influence
transcends verticals
The Family Democracy Tracker B2 product and services for which you consider your child’s view (top 3 box x age group x 3) Jan 24 Parents 4 – 18 yo UK, FR & DE
13
94% 95% 91%
77% 73% 77%
71%
toys clothes snacks groceries electronics video
games personal care

Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy
Younger audiences exposed to in-game
ads are more likely to influence others
How likely are younger audiences to advise others on different categories?
Source: Comscore – Plan Metrix, June 2024, Gen Z audiences
14
Products In General
Gaming (Anzu) Netflix YouTube Instagram Snapchat TikTok
Sports Brands
Fashion Brands
Computer Brands
Electronics Brands
TV Shows
Video Games
3x 0
2.3x
2x
1.7x
1.8x
3x
3.1x
1.6x
1x Less likely More likely
From the below graph, it’s clear that across all the major categories, under 18s are much more likely to advise
others based on ads they’ve seen in games over those they’ve seen across other digital media channels.

Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy
Key insights
and evidence
Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy 151515

Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategyWinning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy
Across all gamer segments, branded experiences within
games are highly impactful . Young audiences show an
affinity for interacting with brands during gameplay,
effectively recalling the brands they encounter in-game
and reporting increases in brand affinity after these interactions.
This shows the power of gaming for driving brand recognition and
fostering stronger connections amongst younger audiences.
16
Gaming’s ‘halo
effect’ impacts how
younger audiences
feel about brands
Source: SuperAwesome Bespoke Research: Platform Engagement Study (2024)
What gaming platforms does your child use?
My child asks for products seen on x gaming platform
SuperAwesome, Leveraging Gaming for Brand Affinity
70% of under 18s
ask for products seen
on popular gaming
platforms
66%
82%
Memorable Brand
Brand Affinity Uplift
Affinity for Brand Experiences
86%
Gamers under 18

Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy
Campaigns
are more
effective
amongst
younger
audiences
Source: Anzu Brand Lift Database, 2021 to 2024. Under 34s compared to those over 35
17
higher for
brand awareness
PT
Younger vs older audiences
Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy
No matter where on the marketing funnel you
want to drive impact, gaming is great at moving
younger audiences . This is especially true for
building brand favorability , as in-game ads offer
a unique opportunity for brands to connect with
younger consumers before their brand loyalties
are fully established.
higher for
brand
favorability
PT
+
+
+
+
1
9
7
7
higher for
ad recall
PT
higher for
purchase
consideration
PT

Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategyWinning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy
By ages 16 and above, loyalties lock. If you haven’t reached
your audience earlier, while they are still shedding and
acquiring brands of interest, you will be too late to enter
the consideration set.
Add to this the cost of acquisition, and the all-important
household influence, and the impact of late entry to
the  Loyalty Lifecycle becomes apparent.
Reaching consumers
before their loyalties
lock is essential
Source: ‘How kids and Young Teens have raised the stakes for brand loyalty’ research by SuperAwesome
Loyalty
level Spending power House spend influence
0-4 yo
5-8 yo
Acquisition and Shedding Zone
9-12 yo
Effective
Acquisition Zone
13-15yo
Trim Zone
16-19 yo
Loyalty-Locked Zone
20+ yo
High
Low
18

Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy
Best practices: What to do next?
19
Step 1:
Match budgets
to media attention
When targeting under-18s,
align your media spend with
where their attention is
focused. They are shifting
away from traditional
channels and spending
significantly more time
immersed in gaming.
Step 2:
Focus on ad
recommendation
Use gaming to boost ad
recommendation among
younger audiences . In your
budgeting and creative
approach, focus on how
your ads can encourage
recommendations within
this demographic.
Step 3:
Tailor creatives
for younger
audiences
Collaborate with creative
experts to design game
specific content that
resonates with under-18s,
with a focus on driving
recommendations
and engagement.
Step 4:
Measure purchases
at the household
level
Conduct brand lift studies and
track household-level
measurement to assess
recommendation success and
incremental sales lift within
family units.
Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy

Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy
When advertising to younger audiences
globally, it’s important to consider different
regulations and best practices. Focus on
these three key areas :
To learn more, get
KidAware certified
with SuperAwesome
Data Protection Regulations
Global regulations are increasingly restricting the collection of
personal data, and will eventually prohibit profiling and online
behavioral advertising to under 18s. To effectively engage
this audience, companies must adopt contextual
advertising solutions.
Responsible Design
Ads should undergo scrutiny to prevent manipulative design
or deceptive mechanics that could unfairly influence children
in alignment with Age Appropriate Design Codes. This
proactive approach ensures transparency, clarity and that all
ads and games are designed with children’s best interests as
the priority.
Self-Regulatory Guidelines on Advertising Content
Ads should be carefully vetted by a team of legally-trained
experts to ensure that the content and messaging of ads
comply with advertising self-regulatory principles like the
Children’s Advertising Review Unit and the Advertising
Standards Authority. This includes ensuring that ads are free
from violence, unsafe environments, disturbing content, or
suggestive themes.
Key
considerations
for advertising
to younger
audiences
20

Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy
This research highlights
how gaming has evolved into a cultural
cornerstone for younger generations, shaping
their social currency and identity. It’s evident that,
to stay relevant, brands must meet these audiences
where they are. By leveraging the insights
and strategies outlined in this report, brands can
confidently take the first step toward meaningful
engagement in this space.
Closing Remarks
21
Nerissa MacDonald
EVP Global Sales, Anzu
In a time where attention is more
fragmented than ever, it’s so important to use
resources like this report to build a greater
understanding of player behaviors and motivations
for brands. Generalised tactics don’t connect with
this audience, and we can see that their influence
is extensive. As platforms continue to compete for
attention it’s vital to work with partners who can
activate multi-channel strategies that truly speak
to Gen A and Gen Z in an appropriate way.
Jessica Whatson
Head of Innovation & Delivery,
SuperAwesome

Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy
Currently, gaming is a ‘nice to have’ for
brands in the same way social was ten years ago.
No one wants to be last to the party when digital
experiences, for many of us, include gaming in one
way or another.
There is huge scope for brands and advertisers to
find their space and obtain the benefits outlined in
this research, and brands leaning in early will be
the ones winning for longer.
Bukky Moemeke
Platform Experience Director – Sport &
Entertainment, Wavemaker Global
Closing Remarks
22
Charles Crotty
Head of Innovation, Digitas
This research proves what many
suspected already, that gaming is rapidly becoming
the dominant form of entertainment for
younger demographics.
As a result, we’ll continue to see a sustained growth
and refinement in gaming first approaches, which I
think is cause for celebration. It is a space that, for
me, is synonymous with creativity and innovation,
delivering great results for clients whilst being
creatively rewarding for media teams to work on.

Winning Gen Z & Gen A affinity: Harnessing gaming’s power in your omnichannel strategy
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get started?
Get in touch!
marketing@anzu.io
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