Millennials and Gen Z grew up alongside video gaming as the industry moved from strictly hardware to streaming on desktop, connected television and mobile devices. The next generation, Generation Alpha, will be the first to grow up fully immersed in an online media ecosystem, with the metaverse at the forefront. With streaming media and gaming already an established trend, brands have an opportunity to expand their reach and explore how to create new experiences in not just a digital world, but a virtual one.
More than 90 percent of Gen Z and Millennial consumers say they played online games in 2021. Sixty-three percent of Gen Z and 69 percent of Millennials say they are satisfied with their online gaming experiences, leaving room for improvement as the medium continues to mature.