Games marketing firm Livewire on the attention economy across generations

Livewire, a marketing company, recently put out its new study that examined how the next generation of consumers expect brands to market to them. This “Next-Gen Attention Study” revealed that Gens Z and Alpha expect entirely new strategies from brands: Namely, they expect to be advertised to in-game. And not just in-game, either — they expect brands to meet them in-game authentically, with experiences. Livewire’s own platform offers insights on this “attention economy” and how brands can effectively engage with a young audience with changing needs and wants.

The study, which includes data from 1,801 gamers across the UK, U.S. and Australia, shows that 76% of Gen Alpha gamers surveyed expressed enjoyment for branded moments in game — which can include things such as custom-built worlds and experiences or cosmetics such as character skins — as opposed to 49% of millennials (54% of Gen Z gamers expressed the same enjoyment). Elsewhere in the report, 73% of Gen Alpha gamers said they preferred playable experiences over video ads, and 58% said they found immersion to be part of the enjoyment of gaming and in-game advertising.