Deconstructor of Fun
278. Unlocking Gen Z: Strategies for Game Publishers and Developers
Apr 7, 2025
Tobias Knoke, Gaming Industry Expert and head of Gaming at Google, dives into the world of Gen Z gamers. He explains why this generation is set to dominate mobile spending and how they’re less loyal to individual games. Tobias shares insights on creating authentic connections with creators and effective ad strategies that appeal to Gen Z’s unique preferences. He also discusses how AI is reshaping game development and why this generation prioritizes immersive experiences over traditional ads. Tune in for a crash course on engaging this influential audience!
59:33
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Quick takeaways
- Gen Z is set to become the largest spending group on mobile gaming, emphasizing the need for developers to adapt to their unique behaviors.
- This generation shows less loyalty to individual games and values engagement through community features and cross-promotional opportunities among titles.
Deep dives
The Importance of Understanding Gen Z
Gen Z, born between 1995 and 2015, is anticipated to become the largest spending group on mobile within a year, making their gaming behaviors crucial for the industry. Their gaming habits differ significantly from older generations, characterized by a propensity to engage with multiple games simultaneously rather than focusing on a single title. This marks a shift away from the loyalty exhibited by previous generations, indicating that developers must adapt their strategies to capture this elusive audience. Understanding these unique behaviors is key for game publishers seeking growth in an increasingly competitive market.
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