Findings
Over 63% of Gen Z prefers gaming to watching movies.
Gaming is perceived as more engaging, social, and cost-effective than traditional entertainment like films.
Gen Z uses gaming for relaxation (68%), entertainment (67%), mental stimulation (37%), and escapism (30%).
Key Takeaway
Gaming has overtaken movies as the preferred entertainment for Gen Z, driven by its interactive, social, and financial benefits, alongside the prevalence of mobile technology.
Trend
The shift from passive (movies) to active (gaming) entertainment reflects a generational redefinition of leisure activities.
Consumer Motivation
Engagement and interactivity.
Social bonding and connectivity (71% socialize through gaming).
Cognitive stimulation and skill-building.
Cost-effectiveness compared to other entertainment options.
What is Driving the Trend
Growing availability and accessibility of gaming via mobile devices.
Normalization of gaming as a legitimate and beneficial activity.
Gen Z’s digital-native nature and demand for more participatory experiences.
Who Are the People Referred to
Primary: Gen Z (ages 10-26), the first generation of digital natives.
Secondary: Millennials, parents, and other age groups influenced by gaming culture.
Description of Product/Service
Video games, including console, PC, and mobile games, as well as online multiplayer platforms and subscription-based gaming services.
Consumers’ Age
Primarily 10-26 years old (Gen Z).
Conclusions
Gaming is reshaping the entertainment industry, becoming a dominant form of leisure for younger generations and requiring brands to rethink their strategies to engage this demographic.
Implications for Brands
Brands need to explore gamification and immersive experiences.
Marketing should leverage gaming platforms for visibility.
Collaboration with gaming influencers can enhance brand resonance.
Implications for Society
Increased integration of digital interaction and socialization.
Potential cognitive and educational benefits from gaming.
Redefined leisure norms emphasizing interactivity.
Implications for Consumers
More tailored gaming options for diverse preferences.
Increased value for money from gaming services.
Enhanced opportunities for skill-building and social bonding.
Implication for Future
The entertainment landscape will continue evolving towards interactive, participatory formats, with gaming at the forefront.
Consumer Trend
Interactive and immersive entertainment is prioritized over passive forms of media.
Consumer Sub-Trend
Mobile gaming growth and the shift to subscription-based gaming platforms.
Big Social Trend
Digital interactivity shaping social and leisure activities.
Local Trend
In Canada, mobile gaming growth is projected at 7.05% between 2024-2027.
Worldwide Social Trend
Global rise in gaming culture fueled by mobile accessibility, technological advancements, and generational preferences.
Name of the Big Trend Implied by Article
"Interactive Leisure Revolution"
Name of Big Social Trend Implied by Article
"Digital-Driven Social Connectivity"
Social Drive
The need for connection, interactivity, and cost-effective leisure among digital natives.
Learnings for Companies to Use in 2025
Gamification and interactivity are essential for engaging younger audiences.
Digital platforms must incorporate social and multiplayer elements.
Cost-effective, subscription-based models resonate with Gen Z.
Strategy Recommendations for Companies to Follow in 2025
Embrace Gamification: Incorporate gaming-like features into apps, products, and services to boost engagement.
Leverage Mobile Gaming: Develop mobile-optimized experiences to tap into the growing market.
Partner with Gaming Influencers: Collaborate with streamers and content creators to build credibility with younger consumers.
Focus on Community Building: Create spaces where users can socialize, compete, and connect through your platform.
Offer Value-Driven Subscriptions: Provide cost-effective packages to appeal to Gen Z's financial sensibilities.
Final Sentence (Key Concept)
The shift from passive to interactive entertainment highlights Gen Z's preference for gaming as a social, cognitive, and cost-effective form of leisure.
What Brands & Companies Should Do in 2025 to Benefit from the Trend
How to Do It:
Invest in gaming platforms and mobile-first experiences.
Develop social-centric features like chatrooms and multiplayer modes.
Align marketing campaigns with gaming culture and Gen Z values.
Build partnerships with gaming companies and eSports organizations.
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