Gen Z on gaming

Cat Agostinho, Jay Richards and Anna Danylchenko

Presents new research into what Gen Z think are the most common myths and misconceptions about gaming.

There are many spheres of life where Gen Z do things differently: it spans from their texting habits to their personal values and beyond. Zooming in closer to their lifestyle, some hot topics in marketing research include digital communications behaviour, content creation with a current spotlight on TikTok, online activism and relationships with brands and entrepreneurship (side-hustles).

This list is by no means exhaustive and constantly evolving. Since the start of COVID-19 related lockdown measures, gaming as a leisure activity has increased dramatically and worldwide sales of video games has seen a 63% increase as of the end of March...

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