Younger generations more responsive to in-game branding: Livewire

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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