Gen Z at ZBD React To Our Gamer Study

This year, we released the ZBD Gen Z Gamer Study which - you guessed it - set out to understand the gaming behaviour and preferences of Gen Z. Our original sample included 2,000 Gen Z from across the US and UK, but we’re now adding thoughts from two of our very own Gen Z team members.

 We asked Nur Ugurlu, who works on partnerships at ZBD, and Victoria, our Brand Designer, to tell us their thoughts about their findings, and delve into their own gaming habits. 

Which stat surprised you the most from the study?

Our study showed that 65% of Gen Z gamers play for three or more hours daily: “This stat surprises me most - three hours every day is a lot!” Nur says, considering work, school, social life, and other activities. “This stat highlights how integral gaming has become—not just as entertainment, but as a primary way for Gen Z to unwind and connect”.

Now Victoria shares her thoughts: “It’s most surprising that YouTube is the most popular platform among males, while TikTok is the most popular among females. I have a lot of female friends that use YouTube, and male friends that use TikTok. However, in my experience, YouTube reviewers are usually male”.

Why do you think more than half of gamers don’t see Bitcoin as real money - what challenges need to be addressed?

Nur: “Despite Bitcoin’s popularity, it doesn’t have the same everyday utility as traditional currencies. For a currency to feel ‘real’, I think people need to see it in action in their everyday lives - for example, when buying coffee or food. People also perceive Bitcoin as a currency for tech enthusiasts and investors, rather than everyday people. This could be solved with clear avenues for practical use - and ZBD is a great example of this. Players can game, earn sats, and then buy a coffee through the ZBD app. This shows Gen Z that Bitcoin is not just an investment or a buzzword—it's real money they can earn, spend, and enjoy just like any other currency”.

Victoria: “I feel that a big element that negatively affects perceptions of Bitcoin are the amount of scams and how easily they are carried out. To change this, more information should be available about scams and security in games - particularly from game developers. I also think that players lacking knowledge of rewarded play is impacting the perception of Bitcoin, because they question where the company gets this money from”.

75% of gamers play for relaxation and 43% agree gaming is more about social experience than the game itself. Why do you play games?

Nur: “I can relate to both stats here - I find gaming incredibly relaxing, and so much about it is social. After a long day, I find that jumping into a game like Stardew Valley for some farming or playing a round of Mario Kart with friends feels like the perfect way to unwind. Games like Among Us or Fortnite have entire communities where players socialize, strategize, and just hang out. For me, gaming has become more about who I play with than the game itself. So, I think that games offer both—a way to relax and a space for connecting with friends”.

Victoria is not a gamer, but says, “I’m very aware of the positive social side to gaming. In my opinion, the two statistics are not mutually exclusive, as some people who are gaming socially may find it relaxing”. 

65% of those in our study play for three or more hours every day. How often do you play?

Nur: “I don’t play for three hours a day, instead averaging a couple of hours on weekends and a few on weeknights. I opt for shorter gaming sessions to avoid losing track of time, unless I’m playing a new game, in which case I will play for longer. But three hours a day is more common for people who see gaming as a main hobby”. 

Again, Victoria isn’t much of a gamer, but: “Based on my experience with friends I think that, especially with mobile gaming, up to 6-7 hours a day would also be normal”. 

68% of Gen Z gamers say they have bought or would buy a branded in-game item. Have you?

Nur: “I have definitely bought branded in-game items before, especially when they’re tied to my favorite games or pop culture. For example, Fortnite’s collaboration with Marvel was impossible to resist. There’s something cool about seeing a character you love, like Spider-Man, in a game you’re invested in. For a lot of Gen Z, it’s almost like collecting physical merch, but instead of a physical item, it’s something you can use in-game. Branded items have a unique appeal; they’re like mini-badges that reflect your tastes and identity in a digital space”.

Victoria: “I have never bought a branded in-game item, but I would not be against it if I really liked the game or had an emotional attachment to the characters or brand”. 

Finally, Gen Z have mixed opinions about Taylor Swift - are you a fan or not?

With Taylor Swift dominating the charts, not all Gen Z are Swifties and there’s mixed attitudes towards the artist. Our Gen Z at ZBD are no exception, as while Nur likes Taylor, Victoria feels quite neutral towards her.

Interested to learn more about ZBD’s Gen Z Gamer Study? Click here to read the full white paper.