How Different Generations Engage with Games 2021

How Different Generations Engage with Games
Newzoo’s Generations Report:

© Newzoo 2021
Welcome to Our Generations Report!
2
Details of the Research
Total sample: Representative sample of online population aged 10 –
65/10 -50 (coverage in regional and age scope differs by market)
Sample size: n=72,068 (33 markets)
Computer Assisted Web Interviewing (CAWI): Fieldwork
conducted in Jan- Apr 2021
Generations:
•Gen Z (10 -24 y.o.) (n=22 ,652)
• Millennials (25 -40 y.o.) (n= 26,123)
• Gen X (41 -55 y.o.) (n=16 ,854)
• Baby Boomers (56 -65 y.o.) (n=6 ,439)
Methodology
Jutta Jakob , Head of Consumer Insights
Newzoo
Country scope
33 markets:
North America : United States and Canada
EMEA: United Kingdom, Germany, France, Spain, Italy, Netherlands, Belgium, Poland, Turkey,
Sweden, Russia, Saudi Arabia, South Africa, United Arab Emirates, and Finland.
APAC : China, South Korea, Japan, Indonesia, Taiwan, Philippines, Vietnam, Singapore, Thailand,
Malaysia, India, Australia, and New Zealand.
Latin America: Brazil, Mexico, and Argentina
Gaming is massive and it’s only getting bigger. It is one of the world’s
most popular pastimes and consumers are engaging with games in more
ways than ever before.
But gaming isn’t just for younger generations. While Gen Z and
Millennials are much more likely to spend their free time on gaming than
any other form of entertainment, there is a growing number of older
consumers (re)engaging with games.
Unlike other forms of entertainment, games fulfill a wide range of
needs. Not only are games a means for relaxing, escapism, and filling
time, they also provide spaces to socialize, compete, and create —
especially for digital- native generations.
To that end, there is more to gaming than simply playing. And the future
looks bright and transformative. With emerging technologies and the
burgeoning metaverse trend, gaming is developing further into a virtual
space that empowers entertainment and social interaction. Our sector is
blurring the lines between traditional and contemporary forms of
entertainment and the whole spectrum of generations is on board.

© Newzoo 2021
Gaming takes a larger share of leisure
time with younger generations
Games are a major form of entertainment for
all consumers. This is especially true for
younger generations, who spend more leisure
time on games than on any other
entertainment medium. In fact, the share of
time spent on gaming increases with each new
generation.
For brands and advertisers, games present
strong opportunities for reaching a broad,
diverse audience. These opportunities will only
increase as games continue to dominate
consumers’ mindshare and leisure time.
The younger the generation, the more
diverse their gaming engagement Most people play to unwind, but younger
generations have many motivations
How Does Engagement with Video Games Differ by Generation?
1 2 3
3
Gamers have diverse demographic profiles and
engage with the pastime in many ways beyond
playing.
Most older generations tend to play games
more casually, typically playing on mobile to
fill time. In contrast, younger
generations tend
to engage with gaming in many other
ways, including viewing game- related content,
discussing the latest developments in
community spaces, listening to podcasts, and
discussing video games with their friends. Across all generations, relaxing and unwinding is
the most common reason for playing games. A
whopping 92% of Baby Boomers who games
report playing to relax.
While younger generations do play to unwind,
they are also motivated by other reasons,
including competition, socializing, and a sense of
achievement. This is one of the reasons younger
gamers are more likely to play multiplayer games.
25%
Share of leisure time that Gen Z
spend gaming vs.
10% of Baby Boomers
67%
of Millennial gamers play games
& watch video game content vs.
51% of Gen X
79%
of Baby Boomers play single
–
player mode most often on PC
games vs. 45% of Gen Z

© Newzoo 2021
Gaming Takes Larger Share of Leisure Time with Each Generation
Gen Z and Millennials spend more time gaming than on any other form of entertainment
31%
% Leisure Time Spent per Entertainment Platform (Outside of Work)
Base: Total sample
Reading
Listening to music
Watching broadcast TV
Streaming movies/series
Social networks
Playing video games
Traditional entertainment
Modern entertainment
Key Insights
Gaming has flourished into the focal
point of entertainment and leisure
time. Younger generations spend a
significant amount of time on more
modern forms of gaming engagement,
including viewing game content and
socializing in- game. However, they still
spend more time playing than any
other form of gaming engagement.
In fact, Gen Z and Millennials cite that
they spend more leisure time playing
games than using social media or
streaming movies and TV series.
Games therefore represent an
important way for brands to reach
their current audience (or target new
ones).
5 Source : Newzoo CI Games & Esports (*Global=weighted average across 33 markets).
Total sample: Representative sample of online population aged 10 -65/10 -50 (coverage in regional and age scope differs by market)
Base: Total sample (n=72,068), Gen Z (n= 22,652), Millennials (n= 26,123), Gen X (n= 16,854), Baby Boomers (n= 6,439)
Gen Z Gen XBaby Boomers
Millennials
25%
21%18%
10%
18%
18%
14%
8%
17%
19%
18%
14%
15%
17%
24%
35%
14%
14%
15%
14%
11%
11%
12%
18%

© Newzoo 2021
8/10 Gen Z and Millennial Consumers Are Playing Video Games
Consumers under 40 average around 7 hours of playtime a week, significantly more than older gamers
6
Share of Each Group that Played Games in the Past 6 Months
Base: Total sample
81%
gamers
77%
gamers
60%
gamers
42%
gamers
Gen Z
Gen X
Baby Boomers
Millennials
7:20h
6:50h 4:25h
2:30h
Average play time/week
Key Insights
A remarkable 81% of Gen Z
reports playing games. While
this share decreases with each
older generation, an impressive
42% of Baby Boomers play
games.
We see a similar trend for time
spent playing: the older the
generation, the less time they
dedicate to playing games every
week. On average, Gen Z spends
7 hours and 20 minutes playing
games —half an hour more than
the Millennial average. This
makes sense as Millennials —
while still digital- native—
typically have less leisure time
due to full- time work and other
life commitments. Meanwhile,
Baby Boomers play for just 2 –
and -a -half hours per week; they
tend to dedicate more leisure
time to more traditional forms of
entertainment.
Average play time/week Average play
time/week
Average play time/week
Source: Newzoo CI Games & Esports (*Global=weighted average across 33 markets).
Total sample: Representative sample of online population aged 10 -65/10 -50 (coverage in regional and age scope differs by market)
Base: Total sample (n=72,068), Gen Z (n= 22,652), Millennials (n= 26,123), Gen X (n= 16,854), Baby Boomers (n= 6,439)

© Newzoo 2021
Gen Z and Millennials Use a Wide Variety of Platforms to Play
Younger generations are the mostly likely to spend on games too
7
68%
63%
44% 27%
58%
54%
36%
14%
77%
73%
54%
34%
% Players by Platform (past 6 months)
Base: Total sample
PCConsole Mobile PCConsole Mobile PCConsole Mobile PCConsole Mobile
Gen Z Gen XBaby Boomers
Millennials
Share that spent money on games
on any platform in last 6 months
Base: Total players
Gen Z
Millennials
Gen X
Baby Boomers 69%
70%
52%
29%
Who’s Paying?
Source: Newzoo CI Games & Esports (*Global=weighted average across 33 markets).
Total sample: Representative sample of online population aged 10 -65/10 -50 (coverage in regional and age scope differs by market)
Base: Total sample (n=72,068), Gen Z (n= 22,652), Millennials (n= 26,123), Gen X (n= 16,854), Baby Boomers (n= 6,439)
Base: Total players (n=52,000), Gen Z (n=18,598), Millennials (n= 20,451), Gen X (n=10,416), Baby Boomers (n=2 ,535)

© Newzoo 2021 9
Understanding the Multi- Dimensional Needs of Today’s Gamers
Now more multi-dimensional and
fragmented than ever, gamers are not
interchangeable. Community
engagement, socializing, esports, and
gaming video content are as important as
playing. Hardware and peripheral
ownership is, in many cases, another vital
component of the fun. These new
dimensions of gaming demand a new set
of Gamer Personas that capture gamers’
unique, passionate fans and their needs.
Newzoo’s Gamer Segmentation ™ The Ultimate Gamer The All-Round Enthusiast The Community Gamer
The Hardware Enthusiast The Bargain Buyer
The Backseat ViewerThe Popcorn Gamer The Time Filler
“Gaming is in my DNA! There are
few things I love more. I spend my free time and money on games.” “I am interested in all forms of
gaming, from playing to watching and everything in between.” “If it’s game-
related, I’m there! News,
videos, podcasts, forums, games— I love
it all. And I’ll never shy away from a community discussion!”
“I am always following the latest hardware news and trends.
Whether it’s for work or play, I want an optimized experience.” “I enjoy playing high-
quality games,
preferably free -to -play or
discounted titles. I will only spend on hardware when necessary.”
“I used to game a lot. Whenever I watch a big esports event and
watch others playing games, that passion is reignited.” “Playing video games may not be
my favorite hobby, but I definitely enjoy watching others play.” “I only game when I have time to spare
or at social events. Mobile games are my go-to.”
Regular Players
Casual Gamers

© Newzoo 2021
Young Gamers Have More Diverse Engagement Styles than Older Ones
Young game enthusiasts engage through communities, viewing, and playing, while older gamers engage casually by playing
10
Share of Each Persona Per Generation
Base: Game Enthusiast
Source: Newzoo CI Games & Esports (*Global=weighted average across 33 markets).
Base: Game Enthusiasts (n=54,384), Gen Z (n=19,472), Millennials (n=21,332), Gen X (n=10,908), Baby Boomers (n=2,627) Game Enthusiast = All people who engage with gaming content through playing, viewing, and/or owning.
GameFans
RegularPlayers
Casual
Gamers
Gen Z Gen XBaby Boomers
Millennials
Gen Z
Millennials
Gen X
Baby Boomers45%
45%
45%
53%
Share of Game Enthusiasts
that are Women
11%
12%
6%1%
9%
8%
5%2%
11%
11%
7%3%
10%
11%
9%4%
23%
20%
17%
10%
16%
19%
38% 66%
16%
14%
13% 9%
5%
4%
5%4%
The Backseat Viewer
The Popcorn Gamer
The Time Filler
The Bargain Buyer
(formerly The Subscriber)
The Hardware Enthusiast
The Community Gamer –
New Persona
The All-Round Enthusiast
The Ultimate Gamer

© Newzoo 2021
1. Gameplay (53%)
2. Comedic gaming videos/compilations (43%)
3. Favorite streamers/content creators (39%)
1. Gameplay (53%)
2. Comedic gaming videos/compilations (44%)
3. Favorite streamers/content creators (43%)
Viewing and Playing Go Hand in Hand for Younger Gamers
Over 2/3 of young game enthusiasts both watch and play games
11
29%
Play Only
4%
View
Only 67%
Play &
View
25%
Play Only
4%
View
Only 71%
Play &View
Key Insights
The majority of Gen Z and Millennial The
majority of Gen Z and Millennial gamers
both play and watch gaming content. For
many younger gamers, gaming content
creators are the new rock stars. Streamers
like Ninja and Pokimaneare building large
followings by doing what they love:
playing games in front of an engaged
audience.
Many young gamers see this lifestyle as
aspirational. Platforms like Twitch and
YouTube allow for more interaction
between fans and creators than more
traditional cultural figures, strengthening
the connection between viewers and
streamers.
Source: Newzoo CI Games & Esports (*Global=weighted average across 33 markets).
Base: Players and/or Viewers (n=54,384), Gen Z (n=19,472), Millennials (n=21,332), Gen X (n=10,908), Baby Boomers (n=2,672) Base: Viewers (n=35,727), Gen Z (n=14,673), Millennials (n=15,096), Gen X (n=5,284), Baby Boomers (n=674)
Generation Z Millennials
*Viewers: Those watching live streamed or pre-
recorded gaming video content
Overlap of Players & Viewers*
As a share of both groups combined
Top gaming content watched
Base: Viewers
Overlap of Players & Viewers*
As a share of both groups combined
Top gaming content watched
Base: Viewers

© Newzoo 2021
1. Reviews (31%)
Gameplay (28%)
Tips & tricks (27%)
5%
Viewing
Only 51%
Play &
View
Older Generations Watch Game Content for More Practical Reasons
Reviews are relatively more popular with Baby Boomers than any other generation
12
77%
Play Only
4%
Viewing
Only 19%
Play &View
Key Insights
Older gamers are less likely to
watch game- related video content
than their younger counterparts.
Still, more than half of Gen X
gamers watch, but this drops
dramatically to just under a
quarter for Baby Boomers.
Practical content tends to be more
popular with these older
generations, who are more likely
to watch tips and tricks on how to
proceed in a game and reviews to
inform purchasing decisions.
Generation X Baby Boomers
*Viewers: Those watching live streamed or pre-
recorded gaming video content
Overlap of Players & Viewers*
As a share of both groups combined
Top gaming content watched
Base: Viewers
Overlap of Players & Viewers*
As a share of both groups combined
Top gaming content watched
Base: Viewers
Source: Newzoo CI Games & Esports (*Global=weighted average across 33 markets).
Base: Players and/or Viewers (n=54,384), Gen Z (n=19,472), Millennials (n=21,332), Gen X (n=10,908), Baby Boomers (n=2,672) Base: Viewers (n=35,727), Gen Z (n=14,673), Millennials (n=15,096), Gen X (n=5,284), Baby Boomers (n=674)

© Newzoo 2021
Gaming is Part of Day -to -Day Social Life and Identity
Engagement goes even further than playing or viewing for younger generations
Past 6 Months Social Gaming Engagement (% Often/Sometimes)
Base: PC, console, or mobile players
66%
51%50%
61%
51%50%
46%
34%34%
27%
13%16%
Talked about video games with
family, friends, or other significant others Visited websites/blogs or listened to
podcasts to keep up to date with gaming news Visited online gaming community
websites or social media groups
Gen Z Millennials Gen X Baby Boomers
40%
of Generation Z and 37% of Millennial gamers
indicate that they engage with games often,
whether by talking about games, visiting
online communities, website, and blogs, or
listening to podcasts. These shares are
significantly higher than those for Gen X
gamers (22%) or Baby Boomer gamers (10%).
Source: Newzoo CI Games & Esports (*Global=weighted average across 33 markets).
Base: Mobile, console, or PC gamers (n=52,000), Gen Z (n=18,598), Millennials (n=20,451), Gen X (n=10,416), Baby Boomers (n=2 ,535)

© Newzoo 2021
Games Fulfill a Wide Range of Needs for Every Generation
Young players turn to games to socialize, compete, and create, while older gamers primarily play to unwind & relax
15
85%
54% 46%44%
35%32%
20%
84%
53% 41%39%
34% 34%
19%
89%
45% 29% 25%25%
24%
11%
92%
30% 20% 13%18%
11%
5%
UnwindingAchievement Competition SocialActionImmersion Creativity
Unwinding and relaxing is the top reason for playing
across all generations. It is also the only answer more
prevalent among Gen X and Baby Boomers. All other
motivations tend to decrease as gamers age, with
younger
gamersmore likely to turn to games for
competition, socializing, and accomplishment. This
makes sense, as esports, viewership, and community
aspects of games are usually more important for
younger generations. Immersion and creativity,
important motivations for the metaverse, are also
higher among younger gamers.
Key Insights
Reasons to Play Games
Base: Mobile, Console or PC Gamers
Gen Z Millennials Gen X Baby Boomers
Source: Newzoo CI Games & Esports (*Global=weighted average across 33 markets).
Base: Mobile, console, or PC gamers (n=52,000), Gen Z (n=18,598), Millennials (n=20,451), Gen X (n=10,416), Baby Boomers (n=2 ,535)

© Newzoo 2021
Different Needs Are Reflected in Generations’ Preferred Game Modes
Driven by social and competitive aspects, younger generations are more likely to play multiplayer titles
16
Game Mode Played Most per Platform
Base: Mobile, console ,or PC Gamers
Key Insights
As younger gamers love to play to
socialize and compete, it’s no surprise
that they enjoy multiplayer game
modes. Multiplayer games are also the
de -facto titles for many top streamers,
which— as we’ve discussed —are more
popular among younger groups.
Just like in real- world spaces,
everybody needs a moment to
themselves sometimes. While Older
generations tend to prefer single-
player games, they are also popular
with younger generations, just to a
lesser degree.
Older players are more driven by
casual reasons to play, such
as relaxing and unwinding. Therefore,
they prefer single-player experiences
to multiplayer ones, which tend to be
more competitive than relaxing in
many cases.
Source: Newzoo CI Games & Esports (*Global=weighted average across 33 markets).
Base: Mobile, console, or PC gamers (n=52,000), Gen Z (n=18,598), Millennials (n=20,451), Gen X (n=10,416), Baby Boomers (n=2 ,535)
Single player mode Multiplayer mode
Gen X Baby Boomers
Millennials
Gen Z
58%
57%
49%
48%
45% 55% 59%
54%
51%
44%
48% 53%
Mobile
Console
PC
86%
67% 79%
14%
16%
14% 71%
57% 59%
34%
33% 37%

© Newzoo 2021
Role-playing
Gen Z Favor Genres That Empower Creative Freedom & Socialization
These tend to be more core genres like Battle Royale & Sandbox, while older gamers prefer casual genres like Puzzle & Match
17
Gen Z
Battle Royale Sandbox MOBA
Genres Played*
Genres generations
over index on
Franchises Played*
Franchises generations over index on
Millennials
Strategy Adventure
*Played in the past 6 months
Gen X
Puzzle ShooterSports
Baby Boomers
Puzzle
Match Tabletop games
Many Millennials likely remember levels from their favorite childhood
games better than a map of their hometown. But this is just the tip of
the iceberg compared to gaming experiences Gen Z are growing up
with.
For a long time, there was a clear boundary between game worlds and
the real world. Titles like Fortnite, Roblox, and Minecraft are blurring
these lines, allowing gamers to socialize digitally by meeting up with
friends, creating, competing, exploring, and even watching musical
performances together. Modern games are blending the digital and physical worlds.
Interactions in digital worlds are increasingly mirroring real-
world
interaction. As more games innovate in these spaces, consumers
will spend even more time in these virtual worlds —a trend that has
been accelerated (but not caused) by the pandemic.
The possibilities for brands and publishers to reach new
audiences are practically endless. In fact, both groups are getting
more involved. Simply put: we are collectively participating more
in simulated worlds, which brings us to one of gaming’s hottest
trends: the metaverse.
Source: Newzoo CI Games & Esports (*Global=weighted average across 33 markets).
Base: Mobile, console, or PC gamers (n=44,663), Gen Z (n=8,625), Millennials (n=20,903), Gen X (n=12,268), Baby Boomers (n=2, 861)
Key Insights

© Newzoo 2021
The Metaverse: The Next Big Innovation in Gaming?
Gamers are currently hanging out in game worlds and more expect to do so
19
Hanging out currently in game worlds
without playing the main game
(% occasionally/often) Expect to hang out
in the futurein game
worlds without playing the main game
Gen Z Millennials Gen X
50% 70%
37% 63%
28% 52%
Base: Consumers aged 14
-50
Gaming has evolved over the last decade
to become an experience, encompassing playing,
viewing, and socializing.
The next stage for gaming —and perhaps the
internet as a whole—is the metaverse. In terms of
gaming, we recognize the metaverse trendas the
growing importance of virtual (game) worlds and
digital persistence in unlocking creative spaces and
identities for social experiences.
Put simply, the metaverse integrates non-gaming
experiences, such as virtual concerts and fashion
shows, into games. The broad appeal of non-
gaming experiences is powerful: activities like
virtual concerts attract non- gamers in a way games
themselves cannot.
Publishers are organizing and creating these non-
gaming experiences, while players are
driving metaverse- like experiences by using games
as a platform toexpress their identity, host social
events, or create their own games and modes. .
The Metaverse
Source: Newzooo Mini Survey: Metaverse and VR (United States, United Kingdom, China, Japan)
Base: Consumers aged 14 – 50 (n=5,797), Gen Z (14 –24 year old, n= 1,669), Millennials (n=2,658), Gen X (n=1,470)
Want to learn more about the Metaverse?
Check out our free Report
here.
70%
of Gen Z gamers
expect to hang out
in game worlds
without gaming vs.
52% of Gen X

© Newzoo 2021
The Metaverse is Creating New Opportunities to Engage with Consumers
The metaverse is pushing boundaries for digital socializing, entertainment, and self -expression
20
Most Anticipated Metaverse Features/Benefits (Mean score out of 7)
Base: Consumers aged 14-50 who are open to socialize in game worlds
Gen Z Millennials Gen X
#1 Ability to choose your avatar’s physical appearance (5.39) Ability to choose your avatar’s physical appearance (5.27) Free content and special offers by
advertisers/sponsors (5.20)
#2
advertisers/sponsors (5.21)
advertisers/sponsors (5.29) game, and take them into others (5.21)
Consumers under 50 are interested in
similar activities in the metaverse.
Publishers could consider prioritizing a
few modalities around socializing and
watch parties.

© Newzoo 2021
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21
Exploregamingbehaviors &motivations
Identify yourmost valuable targetaudiences
Stay ahead ofindustry trendsandpatterns
Includes dashboard access,Newzoo platform
access anddedicated clientsupport .
Getthedetails here .
33
Markets covered
200+
Variables included
10+
Years of gamer
research experience

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