In a recent study by ZBD over 2,000 U.S. gamers aged 18-25 were surveyed to understand their gaming habits, social interactions, and brand engagements. The results offer valuable insights into the behaviors and preferences of this digital-native generation.

ZBD’s platform enables players to earn Bitcoin by playing games. According to ZBD’s survey, 51% of respondents expressed interest in receiving Bitcoin rewards from their favorite games. In this article, we cover key findings from ZBD's Gen Z Gamer Study, exploring spending habits, engagement with creators, and the growing interest in Bitcoin rewards among young gamers. 

ZBD Gen Z Gamer Study: Key Insights

Key Insights

The study revealed that Gen Z gamers are highly engaged, with 65% playing video games for more than three hours daily. The most popular genres include Casual Mobile, First-Person Shooters (FPS), Adventure, Role-Playing Games (RPG), and Fighting games, with at least 40% of participants engaging with each genre. 

Ben Cousens, Chief Strategy Officer at ZBD, commented: “Gen Z is the first to grow up as digital natives, meaning there are stark differences with any that came before. Things like subscriptions for digital entertainment services, which seem so new to those over-30s, are already on their way to being as obsolete as the Sears catalog to Gen Z.”

ZBD Gen Z Gamer Study: What Type of Game do Gen Z Play?

Demographics

The demographic breakdown of the survey showed that 52% of respondents were male, 46% female, and 2% non-binary. Notably, male players tended to play for longer periods, with a third playing five or more hours daily, whereas females were more likely to play for one to two hours per day.

Ben Cousens, Chief Strategy Officer at ZBD, added: "It’s imperative for games industry companies, consumer brands, and advertisers to understand how to communicate and engage with the most technologically plugged-in generation in history, which demands authenticity and fairness above all." 

ZBD Gen Z Gamer Study: How Much Do Gen Z Spend on Games?

Employment status also played a role in gaming habits, with 63% working at least part-time, 21% being students, and 16% unemployed. This economic participation translates into spending power, with 53% spending at least $20 monthly on games and about 30% of males spending over $35.

Subscription gaming services are highly popular among Gen Z, with 54% of survey respondents using services like Xbox Game Pass or Apple Arcade. This is comparable to their usage of music (65%) and video streaming services (71%).

Brands and Creators

Interestingly, while Gen Z enjoys gaming, they often feel disconnected from older gaming companies, with 36% believing that studios run by Millennials and Gen X are out of touch. However, 70% feel a strong connection with content creators, and two-thirds would trust a brand endorsed by a familiar creator.

ZBD Gen Z Gamer Study: Brands and Creators 

YouTube emerged as the leading platform for engaging with creators, used by approximately 75% of respondents. TikTok and Instagram followed, with TikTok being particularly popular among female gamers. Despite its gaming focus, Twitch was only used by one in four respondents.

The study also indicated that Gen Z is open to branded in-game items and experiences, with 70% having purchased or willing to purchase branded items and 81% playing games based on non-gaming brands.

Rewarding Players with Bitcoin

The ZBD study highlighted Gen Z's preference for fair rewards, both for themselves and for content creators. About 60% have rewarded creators with paid subscriptions. In terms of in-game advertising, 50% of respondents are accepting of ads in free games, though 43% find them disruptive.

ZBD Gen Z Gamer Study: Bitcoin Rewards 

ZBD’s unique approach allows players to earn Bitcoin through gameplay. This idea resonated with 51% of respondents, who showed interest in Bitcoin rewards, with only 22% expressing no interest. Moreover, 74% would be more receptive to in-game ads if they received Bitcoin in return. The survey also noted that a third of participants already own cryptocurrency, with 70% of these crypto owners holding Bitcoin.

Ben Cousens, Chief Strategy Officer at ZBD, emphasized the potential benefits, stating: “ZBD data shows that by sharing between 10% and 25% of ad revenue with players, games can significantly boost engagement, retention, and monetization.” 

ZBD Gen Z Gamer Study: Role of ZBD in Games 

Final Thoughts

ZBD's Gen Z Gamer Study provides a comprehensive look at the evolving gaming landscape for this generation. The insights on spending habits, connection with creators, and interest in Bitcoin rewards offer valuable guidance for gaming companies and brands looking to engage with Gen Z effectively. The full study is available now for those seeking to delve deeper into these trends.