Alpha世代和Z世代：游戏业的未来（英）-22正式版.doc

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1、Newzoo Gamer InsightsThe Future of GamingGaming is already one of the worlds most popular pastimes, and there is no doubt that younger generations will shape the future of gaming. Gen Alpha and Gen Z make up around one third of the global population, and entertainment industries are competing for th

2、eir time and attention.Unlike other forms of entertainment, gaming fulfills many needs beyond the core activity itself, especially for those younger generations. Gaming gives them a place for socializing, connecting, self-expression, immersion, and relaxation. The expansions of virtual worlds, and t

3、he metaverse, is only going to accelerate those trends.It is not surprising that more and more brands are integrating gaming into their marketing and brand strategies to authentically connect with younger consumers on platforms where they spend a substantial amount of their free time.In this report,

4、 we will shine a light specifically on Gen Alpha and Gen Z demonstrating why it is important to understand how those younger generations engage with video games.As touched upon in our generations report, younger generations show notable differences to older generations when it comes to engagement wi

5、th gaming. Not only do they invest more leisure time, but they are also more likely to spend money on games and engage with gaming in many diverse ways outside of playing. Gaming has become part of their everyday lives as they also look to games for many other reasons.Newzoos Global Gamer Research i

6、s the worlds most comprehensive consumer research on gaming audiences and gaming behavior providing valuable insights into the global gaming landscape and audiences in 36 markets., Head of Consumer Insights Newzoo Newzoo 2022 Methodology & Definitions Key Insights Gaming is integral in the lives of

7、Gen Alpha and Gen Z Younger generations are turning to games to socialize Half of Gen Alpha and Gen Z are spending on games About NewzooNewzoos Consumer Insights Games & EsportsComputer Assisted Web Interviewing (CAWI)February 2022 April 2022Representative sample of the online population aged 10-65/

8、10-50 (regional coverage and age scope differs by market).75,930 respondents across 36 countries/markets. Per country/market, approx. 2,000 respondents, 3,000 for the United States and China, and 1,500 for Egypt, Saudi Arabia, and United Arabic Emirates.United States, CanadaUnited Kingdom, Germany,

9、France,Spain, Italy, Russia, Poland, Netherlands,Belgium, Sweden, Finland, Turkiye, Egypt, SaudiArabia, United Arab Emirates, South AfricaMexico, Brazil, Argentina, Chile,ColombiaAustralia, New Zealand, China, Japan,South Korea, Thailand, Taiwan, Indonesia,Vietnam, Malaysia, Philippines, Singapore,

10、India.Consumer Insights Games & Esports 2022 methodology Newzoo 2022 Gen Alpha (born 2010 or later / 10-12 y.o.) Gen Z (born 1995-2009 / 13-27 y.o.)Population that has access to a stable/active internetconnection.Consumers who engage with gaming through playing, viewing, owning, and/or social behavi

11、or.Those who have played video games on a PC, console, or mobile in the past 6 months.Past 6 months players who, on average, spend money on a monthly basis on games on a PC, console, or mobile device. Spending money includes gifts, downloadable content, subscriptions, and other micro-transactions.Th

12、ose who watched live-streamed or pre-recorded gaming video content in the past 12 months (incl. esports). (=Gaming video content viewers)Gaming video content viewers that watched esports in thepast 12 months.51These generations invest a substantial portion of their free time on video games compared

13、to the total online population. In fact, 9/10 Gen Alpha and Gen Z are game enthusiasts*, all with their own diverse ways of engaging with the popular pastime.Across the broad spectrum of gaming engagement, Gen Alpha and Gen Z engage notably more than the total population demonstrating that gaming is

14、 much more than a pastime to these generations. It is a key part of their everyday lives.Gen Alpha and Gen Z are game enthusiasts*, respectively, compared to 79% of the total online population*Game Enthusiasts are consumers who engage with gaming through playing, viewing, owning, and/or social behav

15、ior Newzoo 20222Gaming goes beyond entertainment for Gen Alpha and Gen Z. Its a ubiquitous part of life thats not only a pastime, but a means of bringing people together. The social elements of video games, like communication, competition, and cooperation are particularly appealing to these younger

16、generations.Connection via virtual worlds is a key element of the metaverse. These younger generations, already very familiar with and interested in socializing via gaming worlds, will likely play an important role in driving demand for the metaverse.of Gen Z are interested in socializing in in-game

17、 worlds beyond game play in the future (% definitely/probably)3Compared to the total online population, Gen Alpha and Gen Z are more likely to spend money on video games. Spending money on mobile is most common, and unlocking content is the top motivator for Gen Alpha and Gen Z to spend.Gen Alpha an

18、d Gen Z like spending money on virtual goods. They mostly spend money on in-game currencies and gear.Gen Alpha and Gen Z spend money on video games, respectively, compared to 42% of the total online population6 Newzoo 2022Games are among the top sources of entertainment for Gen ZBase: Total online p

19、opulation12%11%11%16%14%17%18%14%Reading20%Listening tomusic/radio/podcasts18%18%Watching broadcast TV18%18%23%Streaming movies/series20%Social networksEngaging with video games(content)11Engaging with video games / gaming content = Playing video games, viewing gaming video content, creating gaming

20、content or socializing through/visiting gaming communitiesSource: Newzoo CI Games & Esports 2022 (Global weighted average across 36 markets). Newzoo 2022Q. Leisure time spent per week on various activitiesBase: Total sample (n=75,930), Gen Alpha (n=3,693), Gen Z (n=25,659)Compared to the total onlin

21、e population, both Gen Alpha and Gen Z invest more of their leisure time per week on video games. Video games are the top entertainment source for Gen Alpha and make the top 3 for Gen Z, following social networks and streaming movies/series.This substantial dedication of time to gaming demonstrates

22、just how important it is to these younger generations. Video games play an important role in the ongoing race for maintaining attention and engagement across entertainment platforms.8Gen Alpha and Gen Z are more likely to engage across all dimensions Indicates percentage points (pp)higher than total

23、 online populationGameGameGameenthusiasts*enthusiasts*enthusiasts*Total playersTotal viewersTotal otherAll 3Total playersTotal viewersTotal otherAll 3Total playersTotal viewersTotal otherAll 3engangement*engangement*engangement* 16 pp 18 pp 16 pp 15 pp 11 pp 16 pp 11 pp 11 pp*Game Enthusiasts are co

24、nsumers who engage with gaming through playing, viewing, owning, and/or social behavior*Other gaming engagement includes those that claim to have “often” followed video gaming channels or esports broadcasters, socialized through/visited online gamingcommunities, discussed video games with family and

25、 friends, listened to gaming podcasts, and/or attended large in-person gaming conventions in the past 12 monthsSource: Newzoo CI Games & Esports 2022 (Global weighted average across 36 markets)Q. Total share of Game Enthusiasts, Total players, Total gaming video content viewers, Those who engage wit

26、h gaming beyond playing/viewing in the past 12 months (% often)Base: Total sample (n=75,930), Gen Alpha (n=3,693), Gen Z (n=25,659) Newzoo 20229Gen Alpha and Gen Z spend significantly more time playing than any other generationsBase: Total online populationMobileMobileMobilePlayersPlayersPlayersPCPC

27、PCPlayersPlayersPlayersConsoleConsoleConsolePlayersPlayersPlayersAverage playtime/weekMost of Gen Alpha and Gen Z who are playing video games engage through their mobile phone. As the platform with greatest accessibility, its no surprise that mobile would lead engagement for these younger groups, ju

28、st as it does for the total online population. While Gen Alpha and Gen Z also play on PC and console more so than the total population, there isone notable difference: This is likely related to franchises such as Mario and Fortnite console-first games - being most popular among Gen Alpha.Source: New

29、zoo CI Games & Esports 2022 (Global weighted average across 36 markets)Q. Players (past 6 months)10Base: Total sample (n=75,930), Gen Alpha (n=3,693), Gen Z (n=25,659) Newzoo 2022Esports is a popular means of engagement, with 1/3 viewing related content compared to 1/4 of the total online population

30、Total ViewersTotal ViewersWhen theyre not actively playing,Gen Alpha and Z are using theirdevices to watch gamingcontent. Viewing gaming content isnotably more popular among thesegenerations compared to the totalonline population where just over halfare viewers (52%).EsportsEsportsAwarenessAwareness

31、EsportsEsportsAudience*Audience*Rated 5, 6, or 7 out of 7Rated 5, 6, or 7 out of 7Get ideas on things to do inSee high-level gameplay / skillsgames and new ways to playLearn from otherGet ideas on things to do in(professional) playersgames and new ways to playSee high-level gameplay /Learn from othe

32、r (professional)skillsplayers*Esports Audience: Gaming video content viewers that watched esports in the past 12 months.Source: Newzoo CI Games & Esports 2022 (Global weighted average across 36 markets)Viewing for these generations takes on many forms: Watching Esports, getting ideas on ways to play

33、, seeing high-level gameplay, and learning from others.With so many ways to watch, viewing can be a valuable channel of communication with these highly engaged generations.11 Newzoo 2022Q: Gaming video content viewers (P12M), Esports Segmentation, Motivation to watch gaming video contentBase: Gen Al

34、pha (n=3,693), Gen Alpha Viewers (n= 2,656) ; Gen Z (n=25,659), Gen Z Viewers (n=17,927) Newzoo 2022While also highly appealing to Gen Alpha, multiplayer and social aspects top the list of appealing elements for Gen ZBase: Gen Alpha players, Gen Z players | Top 5 out of 14Exploration of open worlds5

35、ppGame theme or setting1ppMultiplayer and socialaspectsExtensive character7ppcustomization and creationPuzzle solving aspects-4ppMultiplayer and social aspectsExploration of open worlds2ppGame theme or setting1ppStrong narrative or story2ppGame art style1ppVideo games are no longer simply a source o

36、f entertainment, but a vehicle for connection among these younger generations. Looking beyond the importance of social elements in games, there are key differences between what Gen Alpha and Gen Z value when picking up a new game. For Gen Alpha, character customization and creation is a must and is

37、considered significantly more appealing than to Gen Z or the total online population. For Gen Z, a strong narrative or story holds particular weight while barely making the top 8 appealing aspects for Gen Alpha.Source: Newzoo CI Games & Esports 2022 (Global weighted average across 36 markets)Indicat

38、es pp difference to total online population13 Newzoo 2022Q. Appealing features of gamesBase: Gen Alpha players (n=3,415), Gen Z players (n =22,970)These various aspects of socializing via games are of particular importance to Gen Alpha and Gen ZRated 5, 6, or 7 out of 7 in terms of importanceDuring

39、the pandemic, video games became a popular platform for social interactions no longer possible in our day-to-day lives. While for many of us, the lockdowns andsocial isolation associated with the pandemic are no more,.This connection is of particular importance to Gen Alpha and Gen Z, who find all s

40、ocial features in games important to their overall experience. These younger groups lead the way in terms of the role of gaming in our lives and how games will further shape the future of the metaverse.Source: Newzoo CI Games & Esports 2022 (Global weighted average across 36 markets)14Q. Importance

41、of social features: Ability to socialize with other players/friends, Ability to compete with other players/friends, Ability to cooperate towards a common goal with other players/friends Newzoo 2022Base: Total players (n=60,020), Gen Alpha players (n=3,415), Gen Z players (n =22,970)As socializing in

42、 games catalyzes the metaverse, Gen Z players and non-players turn to these worlds for connection% Interested/Very interested | Top 5 out of 11 Base: Gen Z (aged 14-27*) Attending a social get-together with friends%of Gen Z often oroccasionally getWatching a film or TV showtogether in gameworlds, not whileplaying the main gameHosting special eventsGetting together with family to catch upAttending a party, festival or dance club%of Gen Z are definitelyor probably interestedin socializing in gameworlds beyond play inthe future