IGN Entertainment, which runs GamesIndustry.biz, recently shared a revealing report with insights on how different generations consume entertainment. The information comes from a detailed survey of dedicated gamers in the US, UK, and Australia. It shows that each generation has its own style and preferences.
Here are some key findings:
- 71% of people no longer buy physical music, and 62% don’t pay full price for games anymore.
- Gen X typically uses Google to find new games, while Millennials rely on YouTube 85% of the time. Gen Z, on the other hand, turns to social media.
- Millennials (38%) and Gen Z (42%) are more inclined to buy games at full price, but only 20% of Gen X does.
- Gen X likes single-player games, while Gen Z enjoys multiplayer options. Millennials are split between both.
- Gen X and Millennials revisit games to master them. In contrast, Gen Z is more interested in new customization features and community content.
- When it comes to guides, Gen X prefers tips videos, Millennials look for map tools, and Gen Z goes for build guides.
- Gen X tends to be skeptical of AI, being 38% less likely to use it for game discovery and 44% less trusting of AI-generated summaries compared to human ones.
Tate Fiebing, Senior Director of Business Intelligence at IGNE, explains that this report is a step beyond their usual internal research. “We’ve been doing something like this since 2010, but it was just for clients,” he says. This time, they aimed to understand broader content consumption.
Working with Kantar and UC Berkeley, they gathered insights from passionate gamers who dedicate significant time to their interests. “We’re not talking about casual users here,” Fiebing emphasizes. “These are people who carefully choose how to spend their free time.”
Karl Stewart, IGNE’s SVP of Global Marketing, notes that Gen X remembers the excitement of midnight game launches, while Gen Z sees games as part of a larger social experience. “For Gen Z, gaming is about community and staying informed,” he says. They want to engage and share knowledge with their peers.
This report offers valuable insights that will shape future strategies and tools at IGN. The data can drive decisions on everything from content creation to marketing. If you’re curious about the full report, you can find it summarized at generationsinplay.com.
In today’s fast-evolving media landscape, understanding generational preferences can help companies connect with their audiences in more meaningful ways. Recently, Gen Z has been vocal on social media, discussing how their gaming habits represent a shift away from traditional models. This report reinforces that trend, highlighting a need for adaptation in the industry.
