Newzoo: How different generations interact with games in 2023
Generations Alpha, Z, Milennials, X, and Baby Boomers explained.
Key Findings
Video games are the dominant form of entertainment for Generation Alpha (22%). For Generation Z, games are on par with social media. The older the generation, the less time they spend playing games.
In the modern world, all generations engage with games. Even 43% of baby boomers play games. The highest number of players is in Generation Alpha - 94%.
Younger generations not only play games but also watch them. 70% of Generation Alpha engage in this.
The younger the players, the more important socialization and cooperative play are to them. This explains the popularity of Minecraft, ROBLOX, and Fortnite.
Many young players (more than 54% among men and 39% among women - starting from the millennial generation) consider themselves gamers. The percentage of women with the same opinion is also growing. This suggests that games have evolved from a subculture to mainstream culture - people are not ashamed to admit they play.
Consumption Habits
Smartphones are the primary gaming device across all generations. However, the younger the generation, the more they play on PCs or consoles. Additionally, there is a correlation between age and the number of platforms a person plays on (younger individuals use more platforms).
The youngest generation also plays games of various genres more often. On average, baby boomers play 2.8 genres, while Generation Alpha plays 6.
Games fulfill the different needs of different generations. For Generation Alpha, socialization is one of the key aspects of games. For baby boomers, it's the opportunity to achieve goals and solve puzzles.
Payments
Mobile devices have the best conversion rate to paying users (38% across generations from Alpha to Millennials). Gen Z and Millennials are the most likely to make payments. 61% of Millennials spend money on games.
On PCs and consoles, there are more "whales" (heavy spenders) compared to mobile devices.
Millennials and Generation Z are more likely to buy paid games. It seems that their consumption habits from childhood and adolescence have an influence. Free-to-play (F2P) remains the dominant monetization format.
In-game currency is the leader in sales across all generations. The youngest generation enjoys buying characters, while Millennials and baby boomers prefer content additions.
The motivation to purchase for younger generations is the opportunity to access exclusive content. Millennials and older generations are drawn to discounts.
