ZBD surveyed over 2,000 U.S. gamers aged 18-25 to understand their gaming habits, social interactions, and brand engagements. The results reveal how this digital-native generation spends money, engages with creators, and responds to Bitcoin rewards.
ZBD's platform lets players earn Bitcoin by playing games. The survey found that 51% of respondents want to receive Bitcoin rewards from their favorite games. Here's what the data shows about Gen Z spending habits, creator engagement, and appetite for crypto rewards.
ZBD Gen Z Gamer Study: Key Insights
Key Insights
Gen Z gamers play a lot: 65% spend more than three hours daily on games. The most popular genres are Casual Mobile, First-Person Shooters (FPS), Adventure, Role-Playing Games (RPG), and Fighting games, with at least 40% of participants playing each genre.
Ben Cousens, Chief Strategy Officer at ZBD, commented: "Gen Z is the first to grow up as digital natives, meaning there are stark differences with any that came before. Things like subscriptions for digital entertainment services, which seem so new to those over-30s, are already on their way to being as obsolete as the Sears catalog to Gen Z."
ZBD Gen Z Gamer Study: What Type of Game do Gen Z Play?
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Demographics
The survey split 52% male, 46% female, and 2% non-binary. Male players tend to play longer sessions, with a third playing five or more hours daily. Female players are more likely to play for one to two hours per day.
Ben Cousens, Chief Strategy Officer at ZBD, added: "It's imperative for games industry companies, consumer brands, and advertisers to understand how to communicate and engage with the most technologically plugged-in generation in history, which demands authenticity and fairness above all."
ZBD Gen Z Gamer Study: How Much Do Gen Z Spend on Games?
Employment status affects gaming habits. 63% work at least part-time, 21% are students, and 16% are unemployed. That economic participation translates into spending power: 53% spend at least $20 monthly on games, and about 30% of males spend over $35.
Subscription gaming services are popular among Gen Z. 54% of survey respondents use services like Xbox Game Pass or Apple Arcade. That's comparable to their usage of music (65%) and video streaming services (71%).
Brands and Creators
Gen Z often feels disconnected from older gaming companies. 36% believe that studios run by Millennials and Gen X are out of touch. But 70% feel a strong connection with content creators, and two-thirds would trust a brand endorsed by a familiar creator.
ZBD Gen Z Gamer Study: Brands and Creators
YouTube is the leading platform for engaging with creators, used by approximately 75% of respondents. TikTok and Instagram followed, with TikTok being particularly popular among female gamers. Despite its gaming focus, Twitch was only used by one in four respondents.
The study also shows that Gen Z is open to branded in-game items and experiences. 70% have purchased or are willing to purchase branded items, and 81% have played games based on non-gaming brands.
Rewarding Players with Bitcoin
The ZBD study shows Gen Z's preference for fair rewards, both for themselves and for content creators. About 60% have rewarded creators with paid subscriptions. In terms of in-game advertising, 50% of respondents accept ads in free games, though 43% find them disruptive.
ZBD Gen Z Gamer Study: Bitcoin Rewards
ZBD's approach allows players to earn Bitcoin through gameplay. This idea resonated with 51% of respondents, who showed interest in Bitcoin rewards, with only 22% expressing no interest. 74% would be more receptive to in-game ads if they received Bitcoin in return. The survey also noted that a third of participants already own cryptocurrency, with 70% of these crypto owners holding Bitcoin.
Ben Cousens, Chief Strategy Officer at ZBD, emphasized the potential benefits, stating: "ZBD data shows that by sharing between 10% and 25% of ad revenue with players, games can significantly boost engagement, retention, and monetization."
ZBD Gen Z Gamer Study: Role of ZBD in Games
Final Thoughts
ZBD's Gen Z Gamer Study provides a detailed look at the evolving gaming landscape for this generation. The insights on spending habits, connection with creators, and interest in Bitcoin rewards offer guidance for gaming companies and brands looking to engage with Gen Z. The full study is available now for those seeking more detail on these trends.
