Livewire, a marketing company, recently released a new study that delves into the expectations of the next generation of consumers regarding brand marketing. Known as the “Next-Gen Attention Study,” it revealed that Gen Z and Alpha individuals expect brands to advertise to them within the gaming environment. They not only expect in-game advertising but also authentic brand experiences within the game. Livewire’s platform offers insights into this “attention economy” and how brands can effectively engage with a young audience with evolving needs and preferences.
The study, based on data from 1,801 gamers in the UK, U.S., and Australia, found that 76% of Gen Alpha gamers enjoy branded moments in games, such as custom-built worlds, experiences, and cosmetics like character skins. This enjoyment is higher compared to millennials (49%) and Gen Z gamers (54%). Additionally, 73% of Gen Alpha gamers prefer playable experiences over video ads, with 58% finding immersion in gaming and in-game advertising enjoyable.
Tom Simpson, CEO of Livewire, discussed the changes in marketing across generations in an interview with GamesBeat. He emphasized the need for brands to engage with the next generation in gaming environments and adapt their communication strategies accordingly to meet the expectations of Gen Z and Alpha consumers.
The Next Generation’s Expectations
With the recent launch of Livewire’s “next-gen attention platform” in North America and Australia, Simpson highlighted the company’s focus on leveraging gaming to connect with Gen Z and Alpha consumers. He emphasized the importance of creating immersive, interactive experiences that capture the attention of these new audiences and position brands at the forefront of this evolving advertising landscape.
Simpson noted that Gen Z and Alpha individuals expect brands to engage with them within gaming platforms such as Fortnite and Roblox. Roblox’s immersive ads experience, available to all brands, presents a valuable opportunity to connect with the highly sought-after Gen Z audience. As consumers’ expectations evolve, brands must adapt to meet their demands for high-quality, engaging content within gaming environments.
While the next generation is ready for this shift, Simpson acknowledged that it may require time for brands to fully understand and cater to their unique preferences. He emphasized the importance of collaboration between brands and gaming companies to deliver exceptional experiences that rival other entertainment options available to consumers.
