4 strategies Gen Z gamers can teach brands
Sub-Saharan Africa is the fastest-growing gaming region globally, with South Africa leading the way with 24 million gamers, presenting significant opportunities for marketers, particularly regarding Gen Z and millennials who spend 12 to 14 hours per week playing video games.
Gen Z (or ‘zoomers’), in particular, enjoy gaming and consider gaming as their favourite entertainment activity as it provides social connections and self-expression.
A recent study by the University of Johannesburg highlighted that Gen Z gamers enjoy the competition element of gaming, they seek enjoyment, socialisation, self-expression, and an escape from reality.
They play games on average 10 times a month, with Call of Duty, eSport games, and Fortnite being their favourites. If given the chance, they would like to win real prizes and have better internet access for gaming. Gen Z gamers are more active on WhatsApp, Instagram, YouTube, and TikTok, with PlayStation being their preferred gaming platform, followed by mobile phones or laptops, and then Xbox or branded applications. When not gaming, they enjoy streaming TV series, listening to music, and socialising.
4 strategies to reach Gen Z gamers
To effectively reach Gen Z gamers, brands should consider four strategies:
- Socialisation and self-expression
- Social media presence is key
- Incorporate a competition element
- Create a space to ‘escape
Gen Z, aged between eight and 26 in 2023, represents a valuable market with significant spending potential. They have yet not reached their full earning potential and the brand should continue learning from these consumers and adapt their strategies accordingly.
Source: bizcommunity.com
