If Gen Z Can Game for Nine Hours a Week, Attention Isn’t the Problem
Gen Z isn’t short on attention. Brands need to understand where it goes and how to earn it.
For years, marketers have questioned Gen Z’s ability to focus. But new research from Gameloft for brands and GWI challenges this assumption: Gen Z spends an average of 9 hours and 11 minutes gaming every week, more time than on social media, online video or streaming services.
The report Gen Z & Gaming: Understanding Gen Z’s Attention, Emotions and Gaming Behaviours reveals that 91% of Gen Z plays games, with around 75% gaming on smartphones. Moreover, 76% of Gen Z mobile gamers in the COMBO! audience say they were fully or mostly focused during their most recent gaming session.
Unlike passive scrolling, gaming encourages active participation, decision-making and problem-solving. It also provides a space for social connection, competition and personal achievement, creating valuable opportunities for brands to connect with audiences in a more engaging environment.
The key is to add value, not interrupt. While 31% of Gen Z mobile gamers say in-game ads can break their immersion, 48% believe brand or product placements can fit naturally into the gaming experience. Successful campaigns therefore depend on relevance, creativity and an authentic understanding of player behaviour.
One example is Samsung’s sponsored, limited-time event in Asphalt Legends, where players could earn device rewards. The activation generated 251,000 races, with 21% of players participating, demonstrating how brands can encourage engagement by giving players a meaningful reason to interact.
For marketers, the opportunity is clear: move beyond the assumption that Gen Z has an attention problem and focus on creating experiences that deserve its attention. By aligning brand activations with players’ interests and motivations, gaming can become a powerful channel for building meaningful connections with Gen Z.
