Mobile games have become an essential part of our daily lives. It's no secret that people of all ages love playing games on their phones, but there's a particular group that brands should be paying attention to - Gen Z. Born between the mid-1990s and the early 2000s, this generation is the first to grow up in a world where smartphones and mobile gaming are ubiquitous. If you're a brand looking to expand your reach, you need to be targeting Gen Z in mobile games, and here's why:
They are the largest generation
Gen Z is now the largest generation, making up around 26% of the world's population (so approximately 2 Billion people!!). They are the first truly digital generation, growing up with the internet, smartphones, and social media. As they come of age, they are becoming increasingly important to businesses of all kinds, including brands of all sizes.
They spend a lot of time on their phones
Gen Z spends an average of 7.2 hours a day on their devices, with over half of that time spent on social media and mobile games. This means that they are an incredibly captivated audience, and if you can garner their attention, they will spend a lot of time engaging with your brand.
They're open to new experiences
Gen Z is a highly diverse and multicultural generation, in fact they are one of the most racially and ethnically diverse generations across the US, and they're open to new experiences and ideas. This means that they're more likely to try out new brands and be receptive to different types of products and services than older generations.
They have a lot of disposable income
Despite being relatively young, Gen Z has a lot of disposable income - it is estimated that their spending power is over $360 billion USD, more than double what was estimated just three short years ago. They are tech-savvy and are comfortable spending money digitally, making them an important demographic for brands.
They're the future of mobile gaming
Gen Z is the future of mobile gaming. Nearly 90% of Gen Z consider themselves gamers or game enthusiasts, who spend almost twice as much time with friends in virtual worlds than in real life (over half claim, they can express themselves more easily in virtual worlds). To attract younger audiences like Gen Z, brands must ready themselves for the continuing rise of mobile. If a brand can capture their attention and loyalty now, they will be setting themselves up for success in the years to come.
Targeting Gen Z in mobile games is essential for brands who want to succeed in today's ever evolving digital market. They're the largest generation, spend an enormous amount of time on their phones, are open to new experiences, have a lot of disposable income, and are the future of mobile gaming. So if you're a brand, make sure you're paying attention to Gen Z and creating meaningful marketing experiences that appeal to them.
Reach out to our Sales team today to level up your brands' connection to Gen Z.
Stacey McDowall
