adminThe Generations in Play report examines how age groups discover entertainment, choose games and spend time in digital communities. Developed with Kantar and UC Berkeley using polling of thousands of highly engaged consumers in the US, UK and Australia, the report highlights differences among Generation X, Millennials and Generation Z. Its findings offer a useful snapshot of how audiences’ preferences can vary by generation, while representing committed entertainment consumers rather than casual users.
Image credit: IGN Entertainment
Key findings from the Generations in Play report
The report identifies different patterns in game discovery, purchasing and play. The figures below describe the surveyed audiences and should be read in that context.
- Purchasing habits: 71% of respondents no longer purchase physical music, while 62% no longer buy full-price games.
- Game discovery: Generation X respondents were more likely to use Google search. Millennials favoured YouTube, with 85% citing it, while Gen Z prioritised social media.
- Full-price games: 38% of Millennials and 42% of Gen Z respondents were more likely to buy games at full price, compared with 20% of Generation X.
- Play styles: Generation X leaned towards single-player games, while Gen Z showed a similar preference for multiplayer titles. Millennials were nearly evenly divided.
- Reasons to return: Generation X and Millennials were more likely to revisit games to complete or master them. Gen Z was primarily motivated by new customisation or community content.
- Game help: Generation X indexed higher for tips videos, Millennials for map tools and Gen Z for build guides.
- Views on AI: Generation X respondents were 38% less likely to use AI for discovery and 44% less likely to believe AI summaries are as good as human ones. They also showed greater scepticism about AI and more trust in recognised brands.
For players, these differences can help explain why game guides and discovery tools appeal to different audiences. When looking for help, consider whether a tips video, map resource or build guide best fits the game and the task at hand.
Why the research was made public
The data grew out of research that had previously been used for internal tracking and client presentations. Tate Fiebing, Senior Director of Business Intelligence, said the organisation had conducted a version of this work since around 2010, with an earlier focus on gaming and limited circulation.
The newer study broadened the scope to entertainment consumption across formats. Karl Stewart, SVP of Global Marketing, explained on the Brands in Play podcast that the research aimed to understand where Gen X, Millennials and Gen Z spend their time. The participants were described as highly engaged entertainment fans and gamers who regularly choose to spend their limited leisure hours on these activities.
Stewart contrasted Generation X’s background with full-price games and console releases with Gen Z’s experience of ongoing platforms, where social connections and community participation are central. In that setting, players may value sharing knowledge and being recognised as informed members of a game community.
How the findings may be used
The research is intended to help the publisher understand changing audience interests and inform its Imagine AI targeting tool. The report’s summary is available at generationsinplay.com, where readers can also find the full version for download. Further analysis of the data was expected to be published later in the year.
Overall, the Generations in Play report suggests that discovery, spending and reasons for returning to games differ across generations. Readers should treat the figures as findings from a survey of highly engaged consumers—not as a description of every player—and use them as a guide to audience trends rather than a rule for individual preferences.
