How different generations engage with video games today

Oct, 2023 Powered by Newzoo’s Global Gamer Study 2023How different generations engage with video games today

Copyright & Redistribution Notice©2023 Newzoo. All rights reserved.The content of this report is created with due care by Newzoo and protected by copyrights. This report, or any portion thereof, may not be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, or used in any manner whatsoever, without the express written permission of Newzoo. Reproducing, distributing, and/or transmitting this report, or any portion thereof, for commercial purposes is explicitly not allowed.2

© Newzoo 2023Newzoo enables you to…3 Know the GamersGames Market Reports & ForecastsDiscover games market sizing, forecasts, and trends on a global and local level.Know the Games MarketKnow theGamesGlobal GamerStudyExplore the global gamer audiences across all dimensions with the largest gamer research study.Game Health TrackerTrack brand health and purchase funnel data over time for hundreds of games.Game Performance MonitorUnlock title-level engagement and revenue data for thousands of PC and console games.GAMES DATAMARKET ANALYSIS & CONSULTINGConsumer research powered by the most complete data resource in gamingWe use data from our product portfolio and proprietary sourcesto inform our expert consumer analysis.GAMER RESEARCHConsulting & Custom ServicesTailored support for every stage of the game development lifecycle.

© Newzoo 202374,000+Consumerssurveyed yearly36Global coverage with 36 markets200+Variables trackedPowered by Newzoo’s Global Gamer Study4Access the most comprehensive global consumer research covering the gaming landscape and gaming audiences.Includes:Full demographic and psychographic profilesGaming behavior across all platforms/dimensions Playing and viewing motivations & attitudes Spending behavior and motivationsMedia, lifestyle, and consumer brands consumption Easy-to-use consumer insights dashboard accessEvaluate market opportunities, understand your audience to its core, and stay on top of consumer trends with Newzoo.Learn more4

© Newzoo 2023Introduction and key insightsDefinitions and methodology Consumer insights intoGaming engagementPlayingSpendingViewingConsumer brands & gamingAppendixTa b l e o f c o n t e n t s6891621273338

© Newzoo 2023We l c o m e t o t h e s e c o n d e d i t i o n o f o u r report on the greatest gaming generations! Gaming captivates newer and more diverse audiences with each passing generation. Consumers increasingly engage with video games and platforms beyond playing, especially as developers and publishers adopt new business models and technologies to delight younger generations of gamers.What’s more, consumers across every generation are weaving games more closely into their lives. Games are, in parallel, becoming a more significant element of the marketing mix for companies in the industry and far beyond.Understanding why gamers across generational divides play, view, create, and spend on games is and will continue to be essential in the battle for consumer time and money. Learning more about your target audiences can illuminate what may resonate with them now, as they get older, and as they introduce gaming to future generations.We hope you enjoy this free report. Please get in touch to learn more about subscribing to the Global Gamer Study, the data engine behind this report, which covers 36 gamer markets worldwide. Happy reading!Jutta JakobHead of Consumer InsightsOrla MeehanResearch Manager6

© Newzoo 2023Key insightsAll generations engagewith gamingAll generations engage with gaming, and with every new generation, gaming expands its reach. Even 40% of Baby Boomers engage with games, emphasizing its enduring appeal. Today, game enthusiasts of all ages engage in many ways, including playing, viewing, socializing, and creating. Younger generations are more likely to engage across every one of these dimensions. Gaming also serves as a social outlet for many, while an increasing number of players identify as gamers. 11 Game Enthusiasts are consumers who engage with gaming through playing, viewing, owning, and/or social behavior2 Big spenders: £/€/$25 or more a monthGenerational playingbehaviors and preferences differ significantlyWhile mobile gaming maintains its popularity across all generations, younger generations are signiﬁcantly more inclined to play on PC and console platforms. Multi-platform gaming is signiﬁcantly more common among younger generations, a trend expected to gain even more momentum in the future.Younger cohorts showcase diverse gaming motivations spanning various genres, with a strong focus on social interaction, immersion, and achievement. In contrast, older generations tend to gravitate toward more casual games for leisure.All generations spend moneyon video gamesPlayers across every generation convert to payers at a high rate. Unsurprisingly, mobile has the highest share of paying players.If we talk about big spenders2, Gen Z and Millennials are the most likely to exhibit this behavior, with console gaming unsurprisingly having the highest share of big spenders.Moreover, in-game currencies are the top item purchased across generations (within games). Extra or exclusive content tends to be the most potent motivator for spending, from Gen Alpha to Baby Boomers. Viewing is key to engagement for younger generationsEvery generation plays and views video game content, but younger game enthusiasts are more likely to do both. Younger generations are, in general, more likely to view gaming video content and esports compared to older enthusiasts.Gameplay video content has the broadest appeal among viewers, and comedic gaming videos and compilations are trendy among younger viewers.Overall, gaming video content offers an attractive avenue for developers and publishers to connect with their players, especially younger ones.Game enthusiasts1 across generations are embracing brands positivelyVideo games and gaming platforms are an increasingly important marketing tool for brands. Many younger players discover new brands while gaming, and game enthusiasts across generations have more positive attitudes toward brands in general. Games are a dynamic and interactive medium well-suited for brands looking to deepen their connection with their target audience. This is especially true as more people seek connection as gamers outside of main game universes.2345Approx. 50%of Gen Alpha, Gen Z, and Millennials play on more than one platform61%of Millennial players spend money on video games70%of Gen Alpha are engaged with both playing and viewing Over 50% of Gen Alpha,Gen Z and Millennials players discover new brands while gaming94%of Gen Alpha are game enthusiasts17

© Newzoo 2023Newzoo’s Global Gamer Study 2023Definitions and methodology Survey methodology: Computer-Assisted Web Interviewing (CAWI) Fieldwork: February 2023 –May 2023Target group: Representative sample of the online population aged 10-65/10-50 (regional coverage and age scope differ by market). Sample size: 74,295respondents across 36 countries/markets. Per country/market, approx. 2,000 respondents, 3,000 for the United States and China, and 1,500 for Egypt, Saudi Arabia, and the United Arabic Emirates.MethodologyGenerations: → Gen Alpha (born 2010 or later / 10-13 y.o.)*→ Gen Z (born 1995-2009 / 14-28 y.o.)→ Millennials (born 1981-1994/29-42 y.o.)→ Gen X (born 1965-1980 / 43-58 y.o.)→ Baby Boomers (born 1946-1964 / 59-65 y.o.)**Please note we only cover ages 10-65 in our survey.Total Online Population: Population that has access to a stable/active internet connection.Game Enthusiasts: Consumers who engage with gaming through playing, viewing, owning, and/or social behavior.Players: Those who have played video games on a PC, console, or mobile in the past 6 months.Payers: Players who the past six months, on average, spent money on a monthly basis on games on a PC, console, or mobile device. Spending money includes gifts, downloadable content, subscriptions, and other micro-transactions.→ Minor spenders: up to £/€/$5 a month→ Average spenders: between £/€/$5 – £/€/$25 a month→ Big spenders: £/€/$25 or more a monthViewers: Those who watched live-streamed or pre-recorded gaming video content in the past 12 months (incl. esports). (=Gaming video content viewers).DeﬁnitionsGeographic scopeNAM: United States, CanadaEMEA: United Kingdom, Germany, France, Spain, Italy, Russia, Poland, Netherlands, Belgium, Sweden, Finland, Turkey, Egypt, Saudi Arabia, United Arab Emirates, South AfricaLATAM: Mexico, Brazil, Argentina, Chile, ColombiaAPAC: Australia, New Zealand, China, Japan, South Korea, Thailand, Taiwan, Indonesia, Vietnam, Malaysia, Philippines, Singapore, India.For more details: Global Gamer Study 2023 methodology8

© Newzoo 2023With every new generation, gaming expands its reachVideo games are the #1 source of entertainment for Generation Alpha22%19%18%14%11%16%19%19%17%15%17%17%18%17%16%16%14%16%20%25%15%17%16%17%17%14%13%14%14%16%% Leisure Time Spent per Week per Entertainment Platform (Outside of Work)Base: Total online populationSource: Newzoo Global Gamer Study 2023 (Weighted average across 36 markets)Q. Leisure time spent per week on various activities Base: Generation Alpha (n=5,182), Gen Z (n=25,494), Millennials (n=22,942), Gen X (n=15,868), Baby Boomers (n=4,809)Gen ZGen XBaby BoomersMillennialsGen Alpha1Engaging with video games / gaming content = Playing video games, viewing gaming video content, creating gaming content or socializing through/visiting gaming communitiesWith each passing generation, gaming’s popularity continues to surge, captivating an increasingly diverse audience. Younger generations especially allocate more or as much time to gaming than any other form of entertainment. This shift highlights the enduring appeal of gaming as it becomes an integral part of our lives. It connects people across different ages and backgrounds and fosters connection and a sense of shared excitement. Modern entertainmentStreaming movies/seriesSocial networksEngaging with video games (content)1Traditional entertainmentReadingListening to music/radio/podcastsWatching broadcast TV10

© Newzoo 2023Although younger generations are more engaged than their older counterparts, video games transcend generational boundaries to hold a universal appeal.Even among Baby Boomers, over 40% remain engaged with gaming, underscoring interactive digital entertainment’s lasting allure. As younger generations grow up with gaming and new technologies pave the way for different, more accessible sorts of engagement (such as cross-platform play and higher-quality mobile games), we can anticipate even higher participation rates among older generations in the future. All generations engage with gamingNine out of 10 Gen Alpha and Gen Z have engaged with gaming in one form or another in the past six monthsSource: Newzoo Global Gamer Study 2023 (Global weighted average across 36 markets)Q. Game EnthusiastsBase: Generation Alpha (n=5,182), Gen Z (n=25,494), Millennials (n=22,942), Gen X (n=15,868), Baby Boomers (n=4,809)1 Game Enthusiasts are consumers who engage with gaming through playing, viewing, owning, and/or social behavior% of game enthusiasts1Gen Alpha94%Gen Z90%Millennials82%Gen X64%Baby Boomers43%% Game EnthusiastsBase: Total online population11

© Newzoo 2023Game engagement transcends play to other forms of interactionYounger generations are more likely to engage with games and game platforms across various dimensions, including playing, viewing, and other forms of interactionSource: Newzoo Global Gamer Study 2023 (Global weighted average across 36 markets)Q. Total players (past 6 months), Gaming video content viewers (past 12 months), Those who engage with gaming beyond playing/viewing in the past 12 months (% often)Base: Generation Alpha (n=5,182), Gen Z (n=25,494), Millennials (n=22,942), Gen X (n=15,868), Baby Boomers (n=4,809)1 Game Enthusiasts are consumers who engage with gaming through playing, viewing, owning, and/or social behavior2Other gaming engagement includes those that claim to have “often” followed video gaming channels or esports broadcasters, socialized through/visited online gaming communities, discussed video games with family and friends, listened to gaming podcasts, and/or attended large in-person gaming conventions in the past 12 months93%72%49%88%72%46%80%57%36%61%30%16%40%11%5%Gen AlphaGen ZMillennialsGen XBaby BoomersPlayingViewingOther engagementGaming engagementBase: Total online populationWhile playing remains the most common way people engage with games across generations, other forms of engagement are becoming more prominent. As players from younger generations enter the fold, more players view video game content, join and interact with video game communities, socialize within game environments, listen to industry and fan podcasts, and go even further to weave games into their lives. So far, viewing is the most popular engagement type aside from playing. This highlights the current gaming video boom.12

© Newzoo 2023Gen Alpha are the most likely to engage across dimensionsMulti-dimensional engagement is notably more likely with younger generationsSource: Newzoo Global Gamer Study 2023 (Global weighted average across 36 markets)Q. Total players (past 6 months), Gaming video content viewers (past 12 months), Those who engage with gaming beyond playing/viewing in the past 12 months (% often)Base: Total sample (n= 74,295)1Other gaming engagement includes those that claim to have “often” followed video gaming channels or esports broadcasters, socialized through/visited online gaming communities, discussed video games with family and friends, listened to gaming podcasts, and/or attended large in-person gaming conventions in the past 12 months2Please note the other 21% that are not game enthusiasts are not shown here.Totalplayers76%Totalviewers54%Total other gaming engagement134%22%2%22%3%Viewersonly1%29%All 3Players only1%Other engagement onlyTotal population79% engage with gaming2Engages with all 3 dimensionsGen ZGen XBaby BoomersMillennials Gen Alpha43%41%31%11%2%Gaming engagement overlapBase: Total online population43% of Gen Alpha engages with gaming via playing, viewing, and multiple other forms, including joining gaming communities, following streamers, and creating content.Gaming platforms (or virtual worlds) like Minecraft, Roblox, and Fortnite have gained significant popularity among younger generations seeking immersive social experiences. Gaming has become part of younger generations’ daily social life and identity. In many ways, it’s become a way of life for many enthusiasts instead of a pastime. This trend toward multi-dimensional engagement is especially interesting for brands outside of games looking to capture audiences in new ways.13

© Newzoo 202368%71%73%64%67%68%55%61%60%34%38%38%15%20%18%Gaming has become a key social channel for younger generations Cooperative and social features of games are significantly more important for younger players Source: Newzoo Global Gamer Study 2023 (Global weighted average across 36 markets)Q. Importance of social features in games (statements)Base: Gen Alpha players (n=4,867), Gen Z players (n=22,574), Millennial players (n=18,690), Gen X players (n=9,989), Baby Boomer players (n=1,920)Ability to socialize with other players/friendsAbility to cooperate towards a common goal with other players/friendsAbility to compete with other players/friendsImportance of social features in games | Rated 5, 6, or 7 out of 7 in terms of importanceBase: Total playersGen AlphaGen ZMillennialsGen XBaby Boomers14

© Newzoo 202354%52%47%23%8%37%35%34%17%5%66%60%54%29%12%45%41%39%19%8%Gaming is even a part of younger generations’ identitiesYounger male players are a lot more likely to consider themselves gamers; a higher share of male and female players consider themselves gamers, suggesting a desire to be associated with gaming Source: Newzoo Global Gamer Study 2023 (Global weighted average across 36 markets), Q. Gamer identity (statements)Base: Male: Gen Alpha players (n=2,551), Gen Z players (n=12,257), Millennial players (n=10,309), Gen X players (n=5,280), Baby Boomer players (n=984)Feale: Gen Alpha players (n=2,304), Gen Z players (n=10,100), Millennial players (n=8,326), Gen X players (n=4,701), Baby Boomer players (n=933)Other people call me a gamerThey consider themselves a gamer1Excluding other/non-binaryGamer identity statements by gender1 | Rated 5, 6, or 7 out of 7 in terms of importanceBase: Total players*Gen AlphaGen ZMillennialsGen XBaby Boomers15

© Newzoo 2023Across every generation, mobile is the most common platform for playing games. Mobile gaming’s low barriers to entry make it the most accessible platform. Meanwhile, console and PC gaming are significantly popular among younger generations, while console gaming is the least popular among Baby Boomers. Platform-exclusive players continue to have a considerable hold across generations, especially among older players. Despite this, half of Gen Alpha, Gen Z, and Millennials play on more than one gaming platform. Gen Alpha has the highest share of multi-platform players. This may be due in part to these players having more leisure time and more opportunities to play. Also, younger generations tend to be more acclimated to hopping between different devices. Cross-platform play options in newer games and the continuing migration of AAA PC and console games to mobile also impact this generation’s share of multi-platform players. Mobile is the top platform played across all generationsYounger generations are embracing multi-platform playSource: Newzoo Global Gamer Study 2023 (Global weighted average across 36 markets)Q. Players (past 6 months), Platform player overlapBase: Gen Alpha players (n=4,867), Gen Z players (n=22,574), Millennial players (n=18,690), Gen X players (n=9,989), Baby Boomer players (n=1,920)81%80%79%77%70%50%43%44%34%19%41%46%43%36%45%Gen Alph aGen ZMillennialsGen XBaby BoomersMobileConsolePC1 platform45%48%51%63%72%39%34%32%27%23%17%18%17%10%5%Gen Alph aGen ZMillennialsGen XBaby Boomers2 platformsPlay on all 3Share of players by platformBase: Total playersNumber of platforms played onBase: Total players17

© Newzoo 2023Video games meet different needs across generationsThe social, immersive, and achievement sides of games appeal greatly to younger players48%46%46%42%41%39%37%43%44%40%36%39%39%37%37%44%37%32%36%36%34%19%26%27%18%26%21%21%7%12%19%10%17%10%11%Socia l I mme rs ionAchievementCr eat ivit yMasteryActionAestheticsSource: Newzoo Global Gamer Study 2023 (Global weighted average across 36 markets)Q. Level of play motivationsBase: Gen Alpha players (n=4,867), Gen Z players (n=22,574), Millennial players (n=18,690), Gen X players (n=9,989), Baby Boomer players (n=1,920)1 Respondents are given a score per category based on answers to player motivation questions. Their scores are then put into one of three buckets (Low, Mid, High) when compared to the global average. The shares included reflect the highest bucket. Each category is made up of statements related to that category. Player motivations1 | % Top Box Base: Total playersMotivations to play games vary significantly across generations, with younger players having a broader range of reasons than older generations. For instance, Baby Boomers are more motivated by achievement and mastery than social aspects. On the other hand, Gen Alpha players are primarily driven by social interaction, immersion, and achievement. Immersion also holds significant importance as a motivator for Gen Z and Millennials.Gen AlphaGen ZMillennialsGen XBaby Boomers18

© Newzoo 2023Adventure is the genre with the widest appeal across generationsGen Alpha plays the widest number of different genres, emphasizing their diverse engagement stylesSource: Newzoo Global Gamer Study 2023 (Global weighted average across 36 markets)Q. Genres played on any device (past 6 months)Base: Gen Alpha players (n=4,867), Gen Z players (n=22,574), Millennial players (n=18,690), Gen X players (n=9,989), Baby Boomer players (n=1,920)To p 3 g e n r e s p l a y e d o n a n y d e v i c e ( p a s t 6 m o n t h s ) | To p 3 o f 2 4 Base: Total PayersGen AlphaGen ZMillennialsGen XBaby Boomers#1Adventure42%#1Adventure43%#1Adventure41%#1Puzzle36%#1Puzzle41%#2Racing41%#2Battle Royale42%#2Racing33%#2Match31%#2Match28%#3Battle Royale40%#3Arcade37%#3Battle Royale33%#3Adventure27%#3Tabletop27%Average no. ofgenres played:6.0Average no. ofgenres played:5.7Average no. ofgenres played:5.5Average no. ofgenres played:4.0Average no. ofgenres played:2.8On average, younger generations play a wider number of genres than older players do. Genre preferences also differ significantly from one generation to another. Older gamers tend to play more Puzzle and Match games, while Gen Alpha, Gen Z, and Millennials all lean towards Adventure titles most frequently. The popularity of multiplayer genres like Battle Royale and Racing among younger generations further underscores the importance of socializing in games and gaming culture. One notable trend we observe is that older generations are more interested in casual genres, suggesting that these players are more selective, possibly due to other commitments and lifestyle preferences.19 newzoo.com/global-gamer-studySee the top genres played by each generation in 36 different countries.

© Newzoo 2023Appealing game features align with generations’ genre preferencesWhile younger generations value exploration and open worlds as well as multiplayer aspects, puzzle-solving aspects top the list for Gen X and Baby BoomersMost appealing features of video gamesBase: Total payers | Top 3 of 14Source: Newzoo Global Gamer Study 2023 (Global weighted average across 36 markets)Q. Appealing features of gamesBase: Gen Alpha players (n=4,867), Gen Z players (n=22,574), Millennial players (n=18,690), Gen X players (n=9,989), Baby Boomer players (n=1,920)When it comes to the most appealing game features across generations, the significance of social elements for Gen Alpha and Gen Z stands out. In contrast, puzzle-solving holds a special appeal for Gen X and Baby Boomers, aligning with the genre’s popularity among these age groups. Notably, a compelling narrative or story only ranks among the top three for Millennials. This preference may be linked to their gaming experiences in the 90s and 2000s when narrative-driven games were prevalent, influencing their strong interest in exploration.Gen AlphaGen ZMillennialsGen XBaby Boomers#1Exploration& open worlds29%#1Exploration& open worlds29%#1Strong narrativeor story29%#1Puzzle-solving aspects40%#1Puzzle-solving aspects55%#2Multiplayer and social aspects29%#2Multiplayer and social aspects29%#2Exploration& open worlds28%#2Game themeor setting27%#2Game themeor setting25%#3Game themeor setting26%#3Game themeor setting28%#3Game themeor setting28%#3Exploration& open worlds25%#3Elements ofluck or chance21%20

© Newzoo 2023Gen AlphaGen ZMillennialsGen XBaby Boomers21%32%38%27%28%38%Yo u n g e r g e n e r a t i o n s a r e m o r e l i k e l y t o s p e n d o n v i d e o g a m e sApproximately 6 out of 10 of Gen Alpha, Gen Z, and Millennials have spent money on video games and in-game in the past six monthsSource: Newzoo Global Gamer Study 2023 (Global weighted average across 36 markets)Q. Payers (past 6 months)Base: Gen Alpha players (n=4,867), Gen Z players (n=22,574), Millennial players (n=18,690), Gen X players (n=9,989), Baby Boomer players (n=1,920)58% Payers60% Payers61% Payers45% Payers31% PayersShare of payers per platformBase: Total players1Payers (past 6 months): Payers are defined as players that, on average, spend money on a monthly basis on games on a PC, console, or mobile device. Spending money on games also includes gifts, downloadable content, subscriptions, and other micro-transactions.26%30%38%17%22%26%14%10%16%22 newzoo.com/global-gamer-studySee more game spending statistics across 36 different countries.

© Newzoo 202324%28%11%55%53%53%21%18%36%Gen Z and Millennials are the most likely to be big spendersUnsurprisingly, console has the highest share of big spenders and mobile the lowest across generationsSpending segments per platform (past 6 months)Base: Mobile, console, or PC payersSource: Newzoo Global Gamer Study 2023 (Global weighted average across 36 markets)Q. Money spent per month on [PLATFORM] games (past 6 months)Base: Gen Alpha mobile payers (n=1,760), Gen Z mobile payers (n=8,016), Millennial mobile payers (n=6,735), Gen X mobile payers (n=2,525), Baby Boomer mobile payers (n=272); Gen Alpha console payers (n=1,587), Gen Z console payers (n=6,241), Millennial console payers (n=5,721), Gen X console payers (n=2,165), Baby Boomer console payers (n=188); Gen Alpha PC payers (n=1,093), Gen Z PC payers (n=6,757), Millennial PC payers (n=5,164), Gen X PC payers (n=1,800), Baby Boomer PC payers (n=271)Gen AlphaGen Z21%34%12%51%47%47%28%19%41%MillennialsGen X10%29%8%49%47%42%41%24%50%Baby Boomers Minor Spenders1Average Spenders2Big Spenders31Minor spenders: up to £/€/$5 a month2Average spenders: between £/€/$5 – £/€/$25 a month3Big spenders: £/€/$25 or more a month29%36%16%53%50%52%18%14%31%29%32%17%51%53%50%20%15%33%23

© Newzoo 2023Yo u n g e r g e n e r a t i o n s a r e m o r e l i k e l y t o p l a y p a y-to-play gamesFree-to-play games are the most popular type of game across platformsFree to play3Pay to play2Source: Newzoo Global Gamer Study 2023 (Global weighted average across 36 markets)Q. Payers (past 6 months)Base: Gen Alpha players (n=4,867), Gen Z players (n=22,574), Millennial players (n=18,690), Gen X players (n=9,989), Baby Boomer players (n=1,920)Gen AlphaGen ZMillennialsGen XBaby Boomers 1 Please note this was a multiple select question which is why the shares doe not add up to 100%2“Pay to Play” games, where you pay upfront to play (either via a subscription, a download fee or by buying a boxed product).3 “Free to Play” games, where you can start playing a game for free, but can pay for additional in-game items (such as loot boxes, extra lives, time savers, etc.).91%76%99%16%34%5%Game types played per platform1Base: Mobile, console, or PC Gamers83%69%96%39%58%20%75%65%95%52%62%21%74%62%94%51%63%20%84%67%98%32%53%11%24 The free-to-play model is dominant across platforms for all generations. Console is the most common platform for pay-to-play games, likely related to the popularity of subscription services. Console is also the only platform where the share of pay-to-play and free-to-play games gets close among Gen Z and Millennials. Baby Boomers are the least likely to play pay-to-play games, which aligns with the cohort’s higher interest in casual titles (often free-to-play).

© Newzoo 2023In-game currencies are the top in-game item purchased across generationsPlayable characters or heroes seem to appeal more to Gen Alpha and Gen Z when it comes to spending money in gamesSource: Newzoo Global Gamer Study 2023 (Global weighted average across 36 markets)Q. In-game items/virtual goods spent money on (past 6 months)Base: Gen Alpha payers (n=2,838), Gen Z payers (n=13,555), Millennial payers (n=11,291), Gen X payers (n=4,524), Baby Boomer payers (n=588)In-game spending can tell you a lot about what different generations value in their gaming lives. Generational spending habits can also help developers and publishers mold monetization strategies to fit their audience preferences. While every generation directs ample spending to in-game currencies, younger generations tend to part ways with their (or their parent’s) cash on playable characters. Younger players may want to see themselves reflected in games more, which contrasts with the spending habits of Gen X and Baby Boomers. These cohorts spend more on utilitarian purchases like gear and content packs.Gen AlphaGen ZMillennialsGen XBaby Boomers#1In-game currencies30%#1In-game currencies31%#1In-game currencies29%#1In-game currencies25%#1In-game currencies24%#2Playable characters or heroes29%#2Playable characters or heroes26%#2Expansion or content packs27%#2Gear21%#2Expansion or content packs15%#3Gear29%#3Expansion or content packs26%#3Gear25%#3Expansion or content packs20%#3Gear12%In-game items spent money on (past 6 Months) | Top 3 out of 13 Base: Total payers25 newzoo.com/global-gamer-studySee what else gamers from different generations spend on.

© Newzoo 2023Unlocking extra/exclusive content motivates every generation to spend Older generations seem to be more likely to be drawn to special offers and spending to expedite their progress in the gameSource: Newzoo Global Gamer Study 2023 (Global weighted average across 36 markets)Q. Main reasons to spend money on video gamesBase: Gen Alpha payers (n=2,838), Gen Z payers (n=13,555), Millennial payers (n=11,291), Gen X payers (n=4,524), Baby Boomer payers (n=588)Once again, we see how much younger players value social elements in gaming (enough to spend on them). Gen Alpha and Millennial players rank playing with friends or family in their top three reasons to spend on video games. Interestingly, Gen X and Baby Boomers dedicate significant spending to advance quicker through games or to make them easier, which may stem from these cohorts having work or family commitments that clash with gaming. Gen AlphaGen ZMillennialsGen XBaby Boomers#1Unlock extra / exclusive playable content38%#1Unlock extra / exclusive playable content37%#1For a sale / special offer / good price35%#1For a sale / special offer / good price37%#1For a sale / special offer / good price40%#2Personalize characters or things built in-game35%#2For a sale / special offer / good price33%#2Unlock extra / exclusive playable content33%#2Advance quicker / easier in the game29%#2Advance quicker / easier in the game28%#3Play with friends or family32%#3Personalize characters or things built in-game31%#3Play with friends or family28%#3Unlock extra / exclusive playable content28%#3Unlock extra / exclusive playable content25%Main reasons to spend money on video games | Top 3 of 13 Base: Total Payers26

© Newzoo 2023Majority of younger generations engage in both playing and viewingBaby Boomers tend to only play games, rather than engaging as viewers or via other dimensions31%34%25%19%22%9%27%55%69%70%3%3%2%3%1%57%36%18%10%6%Baby BoomersGen XMillenialsGen ZGen Alph aPlayer viewer overlapBase: Total online populationSource: Newzoo Global Gamer Study 2022 (Global weighted average across 36 markets)Q. Player Viewer OverlapBase: Generation Alpha (n=5,182), Gen Z (n=25,494), Millennials (n=22,942), Gen X (n=15,868), Baby Boomers (n=4,809)Only playPlay & viewOnly viewNon-players & non-viewersGaming videos and video content orbiting the gaming world are hugely popular and essential entrances to engagement. Remarkably, seven out of ten Gen Alpha and Gen Z players, along with over half of Millennials, both play video games and consume gaming content. In the case of Gen X, both playing and viewing are prevalent, while Baby Boomers typically lean towards playing games exclusively.All of this emphasizes the vital role of video content and viewing audiences in how publishers and developers approach engagement for their games.28

© Newzoo 2023% viewers2Total online population100%100%100%100%94%90%82%64%72%72%57%30%Gen AlphaGen ZMillennialsGen XShare of game enthusiasts, viewers & esports audienceBase: Total online population100%43%11%Baby BoomersEsports also notably more popular among younger generations Across generations, there is a significant gulf between the percentage of players who have engaged with viewing gaming content and esports in the past 12 months1 Game Enthusiasts are consumers who engage with gaming through playing, viewing, owning, and/or social behavior2 Viewers are those who watched live-streamed or pre-recorded gaming video content in the past 12 months3 Esports Audience are those who watched professional competitive gaming (esports) video content in the past 12 monthsSource: Newzoo Global Gamer Study 2023 (Global weighted average across 36 markets)Q. Game enthusiasts, Gaming video content viewers (past 12 months), Esports segmentationBase: Generation Alpha (n=5,182), Gen Z (n=25,494), Millennials (n=22,942), Gen X (n=15,868), Baby Boomers (n=4,809)36%37%30%12%3%% esports audience3% game enthusiasts129

© Newzoo 2023Gameplay video content has the widest appeal among viewersReviews, as well as video game/hardware trailers stand out among older viewersTo p 3 g e n e r a l t y p e s o f g a m i n g v i d e o c o n t e n t t y p i c a l l y w a t c h e d ( p a s t 1 2 m o n t h s ) | To p 3 o f 1 1 Base: Total viewersSource: Newzoo Global Gamer Study 2023 (Global weighted average across 36 markets)Q. General types of gaming video content typically watched (past 12 months)Base: Gen Alpha viewers (n=3,831), Gen Z viewers (n=18,507), Millennial viewers (n=13,336), Gen X viewers (n=5,015), Baby Boomer viewers (n=550)In the current age of content creators and gaming streamers (including a growing cadre of influencers), it’s no wonder that comedic gaming videos and compilations are notably popular among younger generations. Gen Alpha and Gen Z players are more attuned to video games and entertainment being intertwined. Meanwhile, older generations appear to use video content more informationally. For instance, reviews rank highest for Baby Boomers. Regardless of generational preferences, gaming video content is an increasingly compelling avenue for developers and publishers to connect more with their players outside game ecosystems. Gen AlphaGen ZMillennialsGen XBaby Boomers#1Gameplay49%#1Gameplay47%#1Gameplay44%#1Gameplay37%#1Reviews30%#2Tips & Tricks42%#2Comedic gaming videos / Compilations38%#2Video game / Hardware trailers37%#2Video game / Hardware trailers34%#2Video game / Hardware trailers26%#3Comedic gaming videos / Compilations39%#3Content createdby my favorite streamer(s) / Content creator(s)37%#3Tips & Tricks34%#3Tips & Tricks33%#3Gameplay24%30

© Newzoo 2023Inspiration and high-level gameplay are key reasons to viewReasons for viewing are quite consistent across generationsTo p 3 m o t i v a t i o n s t o v i e w | R a t e d 5 , 6 , o r 7 o u t o f 7 ; To p 3 o u t o f 5Base: Total viewersSource: Newzoo Global Gamer Study 2023 (Global weighted average across 36 markets)Q. Motivation to watch gaming video content (statements)Base: Gen Alpha viewers (n=3,831), Gen Z viewers (n=18,507), Millennial viewers (n=13,336), Gen X viewers (n=5,015), Baby Boomer viewers (n=550)Gen AlphaGen ZMillennialsGen XBaby Boomers#1Get ideas on things to do in games and new ways to play81%#1See high-level gameplay / skills75%#1Get ideas on things to do in games and new ways to play76%#1Get ideas on things to do in games and new ways to play68%#1Get ideas on things to do in games and new ways to play48%#2See high-level gameplay / skills80%#2Get ideas on things to do in games and new ways to play74%#2See high-level gameplay / skills75%#2See high-level gameplay / skills67%#2See high-level gameplay / skills44%#3Learn from other (professional) players78%#3Learn from other (professional) players72%#3Learn from other (professional) players72%#3Learn from other (professional) players65%#3Learn from other (professional) players43%31 newzoo.com/global-gamer-studySee how viewership preferences vary across different regions and markets.

© Newzoo 202357%47%59%53%48%57%50%45%52%32%26%36%15%9%20%Over half of younger players have discovered new brands while gaming Brand collaborations in games and with streamers appear to influence purchasing decisionsSource: Newzoo Global Gamer Study 2023 (Global weighted average across 36 markets)Q. Brand statementsBase: Gen Alpha players and/or viewers (n=4,939), Gen Z playersand/or viewers(n=23,232), Millennial players and/or viewers (n=19,217), Gen X players and/or viewers (n=10,428), Baby Boomer players and/or viewers(n=2,031)More likely to buy from a brand featured in a gameHave discovered new brands while gamingBought a product or service recommended/used by favorite streamerGen AlphaGen ZMillennialsGen XBaby BoomersAttitudes towards brand advertisement and endorsement in gaming | % Completely agree/ Strongly agree/ AgreeBase: Total players and/or viewers33

© Newzoo 202389%89%86%82%75%Across categories, game enthusiasts have more positive brand attitudesWhen we zoom in on sports brands specifically, we see notably high brand attitudes across generationsBrand attitude per category* | % Very positive/positiveBase: Total online population86%87%85%83%80%69%59%70%69%67%67%61%51%44%SportsbrandsTechnologyBeverageFast-foodAutomotiveSunglassesDeliverySource: Newzoo Global Gamer Study 2023 (Global weighted average across 36 markets)Q. Brand attitudeBase: Total game enthusiasts (n=59,847), Non-game enthusiasts (n=14,448); Total game enthusiasts for alcoholic beverages (n=43,519), Non-game enthusiasts for alcoholic beverages (n=13,045)Note: Budweiser, Absolut, and Ballentine’s only shown > legal drinking age and not asked in SA, UAE, EG (excluded from base for beverage category)*The brands covered per category are:•Sports brands: Nike, Adidas, and PUMA•Beverage: Coca-Cola, Fanta, Mountain Dew (MtnDew), Monster Energy, RedBull, Budweiser, Absolut, and Ballantine’s•Technology: Apple, Intel, and Nvidia•Automotive: BMW, Porsche, Ford, and Kia•Fast food: McDonald‘s, Burger King, and Wendy’s•Delivery: FedEx, DHL, and UberEats•Sunglasses: Ray-Ban and OakleyGame enthusiastsNon-game enthusiastsSports Brands – Brand attitude* | % Very positive/positiveBase: Total game enthusiastsGen AlphaGen ZMillennialsGen XBaby Boomers34 newzoo.com/global-gamer-studySee gamers’ attitude towards each individual brand.

© Newzoo 2023Across generations, connecting with others remains a top priority for game enthusiasts, underscoring the power of video games to foster connections. Within the gaming realm, brands can establish a digital presence and create interactive experiences to strengthen consumer relationships.Gaming platforms provide diverse opportunities for brand engagementMarketers and advertisers can leverage video games and the communities surrounding them to reach their target audiences and entirely new cohorts in unique and creative waysTo p 3 m o s t i n t e r e s t i n g g a m e w o r l d a c t i v i t i e s ( b e y o n d p l a y i n g t h e m a i n g a m e )Base: Game EnthusiastsSource: Newzoo Global Gamer Study 2023 (Global weighted average across 36 markets)Q. Most interesting game world activitiesBase: Gen Alpha game enthusiasts (n=4,591), Gen Z game enthusiasts (n=21,071), Millennial game enthusiasts (n=16,543), Gen X game enthusiasts (n=7,659), Baby Boomer game enthusiasts (n=1,054)Gen AlphaGen ZMillennialsGen XBaby Boomers#1Attending a social get-together with friends40%#1Watching a film or TV show35%#1Watching a film or TV show35%#1Getting together with family to catch up38%#1Getting together with family to catch up45%#2Watching a film or TV show39%#2Attending a social get-together with friends35%#2Attending a social get-together with friends33%#2Watching a film or TV show34%#2Watching a film or TV show31%#3Getting together with family to catch up35%#3Watching a live sporting event / esports30%#3Getting together with family to catch up31%#3Attending a social get-together with friends31%#3Attending a concert / show31%35

© Newzoo 2023Upgrade to the Global Gamer Study36 This free reportGlobal Gamer StudyAccess to global gamer data across 36 different markets, including the US, India, and ChinaOnly aggregated globallyEach market and aggregated globally and regionallyIn-depth country-level gamer profile breakdowns✔Full demographic and psychographic gamer profiles covering 200+ variables✔Trend data from 2022 to 2023Only 2023✔Gaming behavior across all platformsLimited✔Playing and viewing motivations and attitudes Limited✔Spending behavior and motivationsLimited✔Media, lifestyle, and consumer brands consumptionLimited✔60+ brand funnels for popular game franchises✔Newzoo’s proprietary Gamer Personas and custom variables✔Access to easy-to-use consumer insights dashboard✔Learn more about the Global Gamer StudyInterested? Email us at:questions@newzoo.com

© Newzoo 2023The Global Gamer Study 2023 covers 36 marketsNorth America (2)MarketAvailabilityUnited States✓Canada✓Latin America (5)MarketAvailabilityArgentina✓Brazil✓Chile✓Colombia✓Mexico✓Middle East and Northern Africa (4)MarketAvailabilityEgypt✓Saudi Arabia✓Turkey✓United Arab Emirates✓Sub-Saharan Africa (1)MarketAvailabilitySouth Africa✓Central Southern Asia (1)MarketAvailabilityIndia✓Oceania (2)MarketAvailabilityAustralia✓New Zealand✓Southeast Asia (6)MarketAvailabilityIndonesia✓Malaysia✓Philippines✓Singapore✓Thailand✓Vietnam✓Eastern Asia (4)MarketAvailabilityChina✓Japan✓South Korea✓Taiwan✓Western Europe (9)MarketAvailabilityBelgium✓Finland✓France✓Germany✓Italy✓Netherlands✓Spain✓Sweden✓UK✓Eastern Europe (2)MarketAvailabilityPoland✓Russia✓37

© Newzoo 2023Global Gamer Study: 2023 topic listGame Behavior & Attitudes •Total share of players and non-players per market (P6M)•Total share of players per platform (P6M)•Reasons for playing games •Non-players: past play behavior & intention to play (N6M)•Play frequency per platform•Time spent per week playing per platform•Game mode played most per platform•Importance of social features in games (statements)•Favorite platform to play games on •Appealing features of games•Appealing themes/settings of games•Gamer identity (statements) •Frequency socialized through/visited online gaming communities or social media groups (P12M)•Frequency talked about video games with family, friends, or other significant others (P12M)•Frequency visited websites/blogs or listened to podcasts to keep up to date on latest gaming news (P12M)•Frequency attended large gaming conventions in-person (P12M)•Gaming subscription awareness and usage•Type of games played per platform (i.e.,“F2P”, “P2P”)•DEI important aspects in video games NEW!•DEI related statements related to playing NEW!Spending Behavior•Total share of paying players per platform•Money spent per month per platform (Minor, Average, or Big Spenders)•Main reasons to spend money on video games•PC/mobile games: payment method used*•Money spent on in-game items or virtual goods (P6M)•In-game items/virtual goods spent money on (P6M)•Impact of a game item/virtual good being branded on likelihood to buy NEW!Socio-Demographics•Gender•Age•Generations•Education*•Household income*•Work situation•Parental or legal guardian statusMedia & Lifestyle•Leisure time spent per week on various activities (e.g., reading, watching broadcast television, using social media) •Social media and chat applications actively used (P6M)•Favorite hobbies•General interests most interested in•Following/watching of professional sports regularly•Professional sports watched/streamed regularly (P6M)•Media subscriptions currently used (e.g., Spotify Premium, Netflix, Disney+, Apple TV+)•TV channels watched most often*Mobile & Internet•Brand main cellphone•Main cellphone: feature phone or smartphone •Main cellphone operating system •Cellphone network provider*•Household internet service provider (ISP)**Country/market specific topics.(P[]M)/(N[]M) = Past [] months, Next [] months39

© Newzoo 2023Global Gamer Study: 2023 topic listGaming Video Content & Esports•Gaming video content watched (i.e., live-streamed, pre-recorded) •Frequency watching live streamed and pre-recorded gaming video content on various platforms (P12M)•Esports awareness•Frequency watching esports (P12M) •Types of gaming video content typically watched (P12M; e.g., reviews, gameplay, tips & tricks) •Gaming video content regularly watched (P12M; e.g., CS:GO, League of Legends, Dota 2, Fortnite)•Type of gaming video content per game regularly watched (P12M; i.e., esports, general gaming video content) •Esports franchises regularly watched (P12M)•Motivation to watch video gaming content (statements)•Frequency followed video gaming channels or esports broadcasters (P12M)•Frequency paid for a monthly subscription to video gaming channels or esports broadcasters (P12M)•Frequency donated money (non-re-occurring) to video gaming channels or gaming content creators (P12M) •Frequency created gaming-related content (P12M)•Esports franchises played (P6M)Gaming Hardware & Peripherals•Average spent per year on gaming hardware (past 3 years)•Reasons to buy gaming hardware (statements) •Gaming peripheral ownership•Gaming peripheral intention to buy (N6M)•Gaming peripheral brand awarenessConsumer Brands•Brand attitude (e.g., Coca-Cola, Nike, Porsche)•Brands and gaming-related statements NEW!•Consumption while gaming/viewing •Beverage brand consumption while gaming/viewingSocializing in Game Worlds•Frequency socialized in virtual game worlds (outside of playing main game) (P12M) NEW!•Likelihood of socializing in a game world in future (beyond playing the main game) NEW!•Most interesting game world activities (outside of playing main game) NEW!•Time spent per week socializing in virtual game worlds (outside of playing main game (P12M) NEW!Newzoo’s Gamer Segmentation™•Covering unique personas based on gaming, viewing, owning, and social behavior*Country/market specific topics.(P[]M)/(N[]M) = Past [] months, Next [] monthsFranchises•Franchise funnel (i.e., awareness and play behavior)•Devices played on (P6M)•Franchises played per platformMobile Games•Mobile devices used to play mobile games (P6M)•App stores used to download mobile games•Genres played on mobile devices (P6M)•RPG subgenres played on mobile devices (P6M)PC Games•Type of PC games played (i.e, browser, downloaded/boxed)•Main PC system for playing downloaded/boxed PC games•Main PC brand for playing downloaded/boxed PC games•Frequency used PC game launchers (P6M; e.g., Epic Games Store, Steam)•Genres played on PC (P6M)•RPG subgenres played on PC (P6M)•PC budget spent on (P6M)Console Games•Console played games on (P6M)•Owned console•Genres played on game console (P6M)•RPG subgenres played on console (P6M) •Console budget spent on (P6M)Cloud Gaming•Cloud gaming awareness•Tried cloud gaming40

© Newzoo 2023Global Gamer Study: 2023 franchise list•Among Us•Anipop (only in CN)•Apex Legends•Assassin’s Creed •Borderlands •Brawlhalla (not in CN, KR)•Call of Duty •Candy Crush Saga (not in CN)•Civilization •Clash (incl. Clash of Clans, Clash Royale, and others)•Counter-Strike •Dead by Daylight•Dead Island (not in CN, KR, JP)•Destiny •Diablo (incl. Diablo Immortal)•Dota 2•Dragon Quest•Dungeon & Fighter / Dungeon Fighter Online (only in CN, KR)•Dungeons & Dragons •Elden Ring•Fall Guys•Fantasy Westward Journey / Westward Journey Online (only in CN)•Fate (incl. Stay Night, Grand Order, and Tsukihime etc) (only in JP)•FIFA •Final Fantasy •Fortnite (not in CN)•Forza •Genshin Impact•God of War •Golf With Your Friends•Gran Turismo •Grand Theft Auto (GTA) •Halo •Harry Potter •Hearthstone: Heroes of Warcraft•Hell Let Loose•Honor of Kings (only in CN, BR, EG, MX, TR)•Kartrider (only in KR)•Knives Out (only in JP)•League of Legends (incl. Wild Rift)•Light and Night (only in CN)•Lineage (only in KR)•Lost Ark (only in KR)•Madden NFL (Not in CN, JP)•Magic: The Gathering •Mario •Marvel (incl. Marvel Snap)•Metro •Minecraft •Mobile Legends: Bang Bang (only in US, CA, TR, SE, RU, BR, MX, ID, TW, PH, VN, SG, TH, MY, AR, IN, SA, NZ, AE, EG, CO, CL)•Mortal Kombat (not in CN, KR)•Naraka: Bladepoint (only in CN)•Naruto (only in CN)•NBA 2K (not in JP)•Need for Speed •Overwatch 2•Pokémon •Project SEKAI COLORFUL STAGE! feat. Hatsune Miku (only in JP)•QQ Speed (only in CN, ID, TW, PH, VN, SG, TH, MY, IN)•Resident Evil •Roblox•Rocket League (not in CN)•Rust (not in CN, KR, JP)•Saints Row •Sniper Elite (not in CN, KR, JP)•Splatoon (only in JP)•Star Wars•StarCraft 2 (only in KR)•Sudden Attack (only in KR)•Survivor.io (only in CN)•The Elder Scrolls •The Legend of Zelda •The Sims •The Witcher •Three Kingdoms Strategy Edition (only in CN)•Total War •Umamusume Pretty Derby (only in JP)•Valorant•World of Warcraft•Worms Covering the high-level play funnel and devices played on. For more granular and continuously tracked game-level consumer insights, please consult our Game Health Tracker.41

Helping you thrive in the games marketData. Research. Consulting.

Cookie	Duration	Description
cookielawinfo-checbox-analytics	11 months	This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
cookielawinfo-checbox-functional	11 months	The cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
cookielawinfo-checbox-others	11 months	This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
cookielawinfo-checkbox-necessary	11 months	This cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
cookielawinfo-checkbox-performance	11 months	This cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
viewed_cookie_policy	11 months	The cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.