Younger generations more responsive to in-game branding: Livewire

March 27, 2024 9:24

According to a new study from global gaming marketing and gametech company Livewire, gaming is the entertainment channel of choice across millennials, Gen Z and Gen Alpha – and the latter two enjoy branded moments nearly 20% more than the former.

The 2024 Next Gen Attention study explores the difference in expectation, habits and gaming consumption across the three generations, through a survey of 1,801 gamers across Australia, the UK and US.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.