Key Takeaways:
Virtual Hangouts are the Norm: European Gen Z prefers socializing virtually within video games rather than in-person, contrasting with Millennials' tendencies.
Socialization is Key: For European Gen Z, gaming is a social activity, not a solitary one. They view the gamer culture as a community and use video games to connect with others.
Brands Need to Adapt: To engage European Gen Z, brands must create virtual spaces for socializing and offer real-life gaming experiences to cater to both virtual and in-person preferences.
Summary:
The article discusses how European Gen Z prioritizes virtual socialization within video games over in-person interactions, especially when compared to Millennials. This preference is evident in their usage of in-game avatars and audio chats to connect with friends while gaming. The popularity of open virtual worlds like Roblox and Minecraft has normalized virtual hangouts for this generation.
For European Gen Z, gaming is not a solitary activity but an integral part of their social lives. They consider the gamer culture a community and see video games as a means to be social. Brands must adapt to this trend by creating virtual environments where young consumers can socialize and play together, while also offering real-life gaming experiences to cater to the segment that prefers in-person interaction.
Examples of Brands Adapting:
Wimbledon: Launched a virtual world on Fortnite with tennis-themed mini-games to engage young people in a social and interactive setting.
Adidas: Opened the #MerkyFC HQ with Stormzy, a youth center in south London featuring a gaming room for in-person gaming interactions.
Additional Considerations:
The article emphasizes the importance of understanding generational differences when creating marketing strategies for the gaming industry.
It highlights the potential for brands to leverage both virtual and real-life gaming experiences to connect with European Gen Z.
Further research could explore the specific features and types of games that appeal most to this generation's preference for virtual socialization.
Overall, the article provides valuable insights for brands seeking to engage European Gen Z in the gaming landscape.
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