Player You, Eliminated: Gen Z’s Kicking In

I-T-B-O-Y, B-B-N-O-dollar sign

That's me (that's me), that's right (that's right)

That's me (that's me), that's right

I-M-H-I-M, the Gen Z Eminem

That's me (that's me), that's right (that's right)

That's me (that's me), that's right

— it boy, bbno$

We're not done with dubious references, and bbno$'s song seems to fit the bill perfectly: although he's playing for the millennial team, he's nailed the Gen Z game, playfully proclaiming himself to be the Gen Z Eminem. His unique approach is unimpeachable for the musical niche where he's developing, but it hardly can be applied to the narrower iGaming industry. Should the iGaming professionals condescend to Zoomers and acknowledge them as legitimate market participants? If so, what should affiliates do to grab their attention? How can they speak their language? Is there a universal trick that can tame the rebellious, ready-to-strike-back audience and pique their curiosity?

Data Drop

It would be absolutely inappropriate on our part to throw you directly into the pit of Gen Z-related findings, so we decided to bring you up to date with some revealing bits of data (the pun was not intended, but it ought to stay.)

Udonis reports that the global gaming industry, both mobile and other platforms, generated more than $188 billion in 2024, and by 2026, global games revenue is expected to grow further to $205 billion. That same report provides a brief country breakdown, mentioning three major players: the Asia-Pacific region, which continues to dominate the global gaming landscape (approximately $88 billion in 2024); North America (roughly $51 billion), and Europe (around $34 billion). While we're on the topic of financial gains, let us mention another peculiar discovery: mobile games brought in almost half of the total revenue (49%), which is way bigger than the shares taken by console games (28%), and PC games (23% respectively). It would be absolutely useless to rewrite the entire report, so we'll close this paragraph with a prediction: many experts remark that the mobile games market size will continue to grow, and eventually it is projected to hit the $103 million benchmark by 2027. If that doesn't explain why the mobile gaming market remains a lucrative opportunity, we don't know what is.

Who’s Tapping the Screen

It wouldn't be an overstatement to say that everyone plays mobile games: the age of the player isn't an issue, but the share differs for sure. Another Udonis article provided the following readouts: the biggest chunk of mobile game fans falls between 25–34 years old (29.5%), with 16–24-year-olds close behind at 28.3%. But not only the young want to escape the drab reality and have some online fun: 23.1% of mobile gamers are 35–44, 12.8% are 45–54, and 6.3% are 55 and older. Essentially, the status quo among mobile players is this: there are 77% of Gen Z, 73% of Millennials, 54% of Gen X, and 34% of Baby Boomers.

As you can see from the chart, modern generations like Gen Z and the non-listed Gen Alpha are the ones shaping the industry and comprehension of the gaming process as their expectations, habits, and preferences differ from those of older players. Millennials were the first generation introduced to games when they were relatively young, so they, for want of a better word, were addicted. The pattern was passed on to younger people, so both Gen Z — and Gen Alpha in particular — share this passion for gaming.

The Gen Z Impact

Sometimes it's not easy to encompass all the aspects into one term if you're not a chief consulting specialist, so we borrowed the definition from McKinsey & Company to clarify the situation. The agency describes Gen Z (yes, that’s a commonly accepted way to shorten Generation Z) as a demographic cohort born between 1996 and 2010, the second-youngest generation, whose identity has been determined not only by the digital age, as was the case with millennials, but by climate anxiety, fluctuating financial landscape, and, of course, the pandemic. Unlike previous generations, they didn't have to get acquainted with the internet — they grew side by side with the digital phenomenon and were eventually nicknamed digital natives. There's probably no moniker that characterizes them better.

The iGaming industry instantly caught the drift. The specialists in the sphere realized that not only did they have to attract Zoomers, but they were also supposed to build long-term relationships with the cohort to achieve business goals and thrive further: after all, the charts above were sufficiently clear and revealed Gen Z's passion for games. The problem is that Zoomers aren't responsive to the tactics that worked with Millenials: they are quicker; they smell inauthenticity from a mile away and cherish relevance above all, so the outdated — more likely, obsolete — techniques won't do.

What will? Suppose you've ever communicated with the fine representatives of the generation. In that case, you might have spotted a few idiosyncrasies that single them out: endless stickers, visual elements, and weird emojis may have nonplussed you at first because Gen Z never used them in the way you expect. Worry not. We'll talk you through the details so that you can feel a little more at ease while conversing with the younger clientele.

Talking Their Language: Insights by Mike Waizman

What do we know about Gen Z? They’re different, and that’s it. Perhaps you can come up with a few other characteristics, but you’re unlikely to provide a thorough breakdown. We haven’t conducted such research either because we already have something impressive in store: Mike Waizman's exciting findings on the topic. As Head Of Brand NGM GAME, he knows the ropes: he reads Gen Z like a book, and... he's willing to share his knowledge.

Since Gen Z is a group of digital natives with the internet at the tips of their fingers, we're bound to meet their expectations and follow their steps: evidently, they can direct the evolution of the digital landscape. Problem is that flashy graphics and trending sounds aren't going to perform if you don't speak the audience's language, match their pace, or align with their values.

However, there are a few ploys you can implement into your daily routine to become one of them.

Tone of Voice

Zoomers are known for their genuinely casual disposition. The overly formal messages might make them clench their teeth and utter an acrid and incomprehensible remark — but wild streams of slang aren't any better. Don't pretend to be their peer: use idioms and expressions organically, insert trending memes and shorts, and resort to a random emoji every now and then to interact with the audience. Again, reject formality, embrace humor: even if it is a little awkward, it's better to be a goofball than a patronizing social justice warrior.

Content Strategy

The mosaic mind is prevalent in Gen Z, and you should take care of it before you post a long story that will be swiped after three seconds of watching. Zoomers primarily consume short-form content, participate in challenges, respond to gamification elements, root for accessible education bits presented in a coherent visual form, and choose brands that align with their values. By the way, referring to these statistical bits above: Gen Z are glued to their smartphones, so your sites, creatives, and other aspects of campaigns should be optimized for their phones.

Examples of short-form content on TikTok (the same sections are now can be met in every app)

Branding

We were about to set sail deeper into the internet to discover whether Millenials prefer darker colors and compare them to the brighter Zoomers, but that proved ineffective. In the end, we decided to give you concise directions as to how to adjust your branding style to the Gen Z vision.

First off, always pick vivid and saturated colors to emphasize inner dynamics, but don't go over the top: the palette must coincide with the general aesthetics of your brand. The same applies to the logo: it should be conspicuous, though not annoying or overpowering — keep it together and dovetail all the components of your style.

If your brand sports a mascot or a set of characters, update them and their mission as only relatable personages can elicit a response from the audience. Considering that characters can amplify the effect provided by gamification aspects (say, Rumi took first place on the leaderboard! Can you beat her in the Korean-language race? or Collect 7 meat icons to boost energy to unlock Gear 3 like Luffy!), it's easier to persuade people to spend more time on your app if they feel an affinity to the personages they see.

All in all, the approach to Gen Z boils down to inspection and speculation: once you glean enough information, you'll learn what makes them tick. We've given you the necessary starting points, so you can launch your own journey and explore your potential target audience further.

Wrapping Up

Millennials were in awe to be bestowed a wonder of the internet: they suspiciously tapped into it, explored its features, helped it develop, and saw it change its patterns. Gen Z, however, don't have the slightest idea what it's like to have no internet — they tamed it in early childhood. That's why these close generations are far apart in terms of perception: Gen Z don't simply require your digital presence; they expect you to speak their language, share their values, and stay agile in the shifting landscape, so try not too hard to fit in — be the one they want to interact with.