Alpha世代和Z世代：游戏业的未来（英）

The Future of GamingNewzoo Gamer Insights© Newzoo 2022, Head of Consumer InsightsNewzooGaming is already one of the world’s most popular pastimes, and there is no doubt that younger generations will shape the future of gaming. Gen Alpha and Gen Z make up around one third of the global population, and entertainment industries are competing for their time and attention. Unlike other forms of entertainment, gaming fulfills many needs beyond the core activity itself, especially for those younger generations. Gaming gives them a place for socializing, connecting, self-expression, immersion, and relaxation. The expansions of virtual worlds, and the metaverse, is only going to accelerate those trends. It is not surprising that more and more brands are integrating gaming into their marketing and brand strategies to authentically connect with younger consumers on platforms where they spend a substantial amount of their free time. In this report, we will shine a light specifically on Gen Alpha and Gen Z demonstrating why it is important to understand how those younger generations engage with video games.As touched upon in our generations report, younger generations show notable differences to older generations when it comes to engagement with gaming. Not only do they invest more leisure time, but they are also more likely to spend money on games and engage with gaming in many diverse ways outside of playing. Gaming has become part of their everyday lives as they also look to games for many other reasons. Newzoo’s Global Gamer Research is the world’s most comprehensive consumer research on gaming audiences and gaming behavior providing valuable insights into the global gaming landscape and audiences in 36 markets. Methodology & DefinitionsKey InsightsGaming is integral in the lives of Gen Alpha and Gen ZYounger generations are turning to games to socialize Half of Gen Alpha and Gen Z are spending on gamesAbout Newzoo© Newzoo 2022Newzoo’s Consumer Insights Games & Esports5Computer Assisted Web Interviewing (CAWI) February 2022 – April 2022Representative sample of the online population aged 10-65/10-50 (regional coverage and age scope differs by market). 75,930 respondents across 36 countries/markets. Per country/market, approx. 2,000 respondents, 3,000 for the United States and China, and 1,500 for Egypt, Saudi Arabia, and United Arabic Emirates.•Gen Alpha (born 2010 or later / 10-12 y.o.)•Gen Z (born 1995-2009 / 13-27 y.o.)Population that has access to a stable/active internet connection.Consumers who engage with gaming through playing, viewing, owning, and/or social behavior.Those who have played video games on a PC, console, or mobile in the past 6 months.Past 6 months players who, on average, spend money on a monthly basis on games on a PC, console, or mobile device. Spending money includes gifts, downloadable content, subscriptions, and other micro-transactions.Those who watched live-streamed or pre-recorded gaming video content in the past 12 months (