Livewire report finds younger generations welcome in-game branding [Video]

A new report from Livewire has found that gaming is the entertainment of choice for Gen Alpha, Gen Z, and Millennials, surpassing traditional and modern media. The global gaming, marketing and gametech company also found younger generations were more responsive to in-game branding moments.

The 2024 Next Gen Attention study surveyed 1801 gamers across the UK, US, and Australia and analysed the differences in preferences, consumption habits and expectations of the three generations. It found Next Gen (defined as Gen Z and Gen Alpha) audiences were 20 percent more accepting of brands within gaming than Millenials.

The Next Gen are paying attention

Not only was the Next Gen demographic more welcoming of branding moments (76 percent), they were 15 percent more likely than Millennials to make a purchase in response to them. The study deduces that this is likely because Gen Alpha has experienced brands in-game from the beginning, whereas Gen Z saw …