The results of the Digital Media Trends survey that Deloitte conducted this year in the US, UK, Germany, Japan and Brazil are drawing attention. The research shows that video games are not only the biggest entertainment tool for Generation Z, but also young people use their avatars in the game to socialize and express themselves.

According to the study, which describes the gaming craze as “global, social and unstoppable,” Generation Z considers video games their favorite pastime in all five countries. Nearly half of gamers in the US say the game is spread out over time spent on other recreational activities. More than 80 percent of US respondents say they play games often or occasionally during the day, while half of smartphone owners say they play games on their phones every day. The percentage of those who say they play often or occasionally during the day is 75 percent in England, 78 percent in Germany, 89 percent in Brazil and 63 percent in Japan.

Gen Z youth aged 14-19 who participated in the study do not hesitate to spend money on video games. That is why the demands of Generation Z determine the game trends.

Teens report that playing video games regularly is beneficial socially and emotionally. While 70 percent of Generation Z teens say playing video games helps them communicate, that percentage drops to 58 percent of Generation Z adults.

Virtual and Real Blur

As gaming experiences become more sophisticated and multi-layered, the lines between the real and virtual worlds are blurring and the Metaverse universe is getting closer and closer to the young.

Video games bring users to a more personal and social digital future where digital and real life come together. Players state that the game helps to keep in touch with other people and also helps them in difficult times. In response to the survey, 78 percent of Gen Z men and 73 percent of women say they use their in-game avatars to express themselves.

Young men in Generation Z play an average of 12 hours a week, while young women play an average of 9 hours a week. According to the research, especially young men find video games important for socializing and expressing themselves. While 80 percent of Gen Z young men say it’s important for them to interact with others while playing video games, this percentage drops to 57 percent for women.

The new universe of marketing

Deloitte Turkey leader in technology, media and telecommunications Metin Aslantas, He pointed out that the pandemic has led young people to video games to socialize and interact with their peers. Aslantas he said:

“Young people gathered on video game platforms because they couldn’t get together with their friends in times of closure and restriction. Gaming has gone global and the universe has expanded, thanks to smartphones that made the gamer star, competitive esports and rich Hollywood-level experiences. Although the game started as an individual experience, it is now a highly social activity. Video games offer people a starting point to express themselves, deepen, connect and get away from stress, and game companies make money from this advantage. During curfews and social distancing obligations, the pandemic has only demonstrated the value of socializing in digital worlds. This trend, led by Generation Z, will continue to take shape according to their demands. The advertising industry is working to reach and influence a large, global audience gathered and engaged on the best gaming platforms. As game worlds become more dynamic and adaptable, advertising and branding opportunities for gaming become more creative. The best social games support more customization by offering virtual outfits, looks and moves that increasingly feature virtual branded items. This world opens the door to another world where there are avatars wearing the player’s favorite branded sneakers and the designer’s handbag he has always dreamed of.”