The generation we call the “Next Gen” is approaching content in a fundamentally different way from past demographics; it’s seen as a notoriously difficult group to capture for any meaningful period. But the one thing that keeps them where they are, that grabs their attention for longer than most sports broadcasts or primetime TV shows is gaming.

If you’re trying to connect with the Next Gen, you need to not only be integrating with gaming, but also finding ways to make your brand as interactive, immersive, and playable as the titles they dive into each day. No matter how compelling your commercial, how creative your mid-roll content is, or how authentic your affiliate programs are, if your message doesn’t have an experiential component, you’re missing out on the most vital group of consumers on the planet.

Anecdotally, most know that Gen Alpha and Gen Z are native to not just gaming, but watching game-focused content, communicating with friends on multiple gaming-friendly digital platforms, and centering their lives around a PC, console, or mobile device rather than traditional sports or TV programming. But the research-backed reason to throw away your marketing playbook? 55% of the Next Gen are more likely to buy a brand they see in a game, with millennials (40%) less engaged but still presenting strong opportunities for the savvy brand manager.

Livewire surveyed more than 1,800 Gen Alpha, Gen Z, and millennial gamers across the U.K., U.S., and Australia and found that gaming is not just a lifestyle for these generations but the best way to engage with them. As digital adopters, millennials have a significant presence in digital worlds and, similarly to younger, digitally native generations, have picked up on gaming and virtual entertainment as a consumption habit.

That said, most marketers have a plan for millennial engagement. The Next Gen is the question mark.

Here are some of the key takeaways from the research into the gaming habits of Gen Alpha, Gen Z, and millennials:

• At least 63% of the Next Gen play games 4-5 days a week, and every member of those demographics has grown up with in-game advertising as the norm.
• Around 65% of the Next Gen said they find branded experiences to be both enjoyable and valuable.
• Interactivity and playable experiences, from in-game skins to worlds developed with an activation in mind, are an expectation for both the Next Gen and millennial consumers.

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