Consumer attention is what every brand dreams of. As media consumption habits shift from being watchable to playable in younger generations, brands are stuck in their ways and beginning to lose their edge. The fundamental unit of marketing is being disrupted by shifting consumer behaviors and tech advancements. This research study reveals the changing reality of attention in the next generation and showcases how gaming marketing is central to capturing it.

1. NEXT GEN
ATTENTION
THE2024
STUDY
In game. Around Game. For the love of the game. www.livewire.group

2. ATTENTION! THE NEXT GENERATION IS PLAYABLE.
BUT HOW IS THE NEXT GENERATION REALLY PLAYING?
Consumer attention is what every brand dreams of. But attention is changing.
We are seeing a paradigm shift in media consumption habits in younger
generations, from being watchable to playable. This fundamental shift in the unit
of marketing is driven by consumer behaviors and tech advancements. Right now,
brands are failing to react, becoming stuck in their ways and beginning to lose
their edge.
This research reveals the changing reality of attention for the next generation and
showcases how gaming marketing is central to capturing it.
We’re excited to be launching this research at a time when brands can capitilize
on the opportunities it presents. Providing a launch pad for early adopter
advantage and the possibility of an open-minded audience who are ready to play!
For more information on the
study please visit:
www.livewire.group
Tom Simpson,
CEO Livewire
© Livewire 2024

3. METHODOLOGY&DEFINITIONS

4. METHODOLOGY & DEFINITIONS
Survey methodology: Online quantitative surveys via Pure Spectrum
Fieldwork: March 2024
Target Audience: Equal split across sample in each country with sex being a
representative split of market population
• Parents of Generation Alpha (aged 6 to 14)
• Gen Z (aged 18 to 24)
• Millennials (aged 28 to 39)
Sample Size: 1,800 respondents across three countries. 600 respondents
per country, split equally into 200 respondents per target audience group in
each country.
Markets: Australia, UK & US
Livewire’s Next Generation Attention Insights
Methodology
Generations:
• Gen Alpha (as presented by their parents) (born 2010 to 2018 / 6 to
14 years old)
• Gen Z (born 2000 to 2006 / 18 to 24 years old)
• Millennials (born 1985 to 1996 / 28 to 39 years old)
Gamers: defined as a person who games at least once a week.
Viewers: defined as those who watch livestream or pre-recorded gaming
content.
Next Gen: a combination of Gen Alpha and Gen Z that shows they are
changing the landscape of consumption behaviours and habits.
In-game chat: not inclusive of social platforms, specifically to
communication mechanics provided within the game itself.
Game lore: in the simplest of terms, the backbone of a game. In more
complex terms, it is a set of elements that complement the narrative. Even
the smallest of details can add incredible depth, or even expand the history
of the world the game, or series of games, takes place in.
Definitions
© Livewire 2024

5. WHO ARE THE NEXT GEN?
Born in the 2010s they have grown up in an
increasingly digital first world. With access to
technology more prevalent they are more digitally and
technologically advanced, at a younger age, than
previous generations.
Gaming enables them to build their own worlds,
connect with friends and explore identity in ways that
previous generations couldn’t.
For now, they are mostly living at home with
their parents/guardians. As this generation grows up
their actions and expectation will drive a revolution in
how brands reach younger audiences.
Digital advance generation
GEN ALPHA
The first generation to be truly digital. They were
surrounded by rapid changes across industries,
enabling them to embrace the overlap between media
and technology, unlike millennials.
Their idea of gaming evolved with the industry, seen in
their adoption of livestreaming quicker than older
generations. Gaming memes are a natural way of
communicating. Gaming is a means of escape and
connection for them.
They are at a time in their lives where many are either
living at home, living with a partner, or living with
roommates. They are either working or in education,
either way they have faced a lot of turmoil in their life
so far, resulting in a downward outlook on their
futures, from climate change to inflation.
Digital native generation
GEN Z
Growing up through the millennium and early 00s this
generation was the first to adopt digital technology.
The boom of the internet and smartphones makes
Millennials the first to transition from ‘traditional media’
into the ‘modern media’, adopting and learning as they
grew up.
As this generation has grown up, gaming has
transitioned from a niche activity into the mainstream.
This has been driven by the cultural convergence of
big gaming IP and the emergence of streaming.
This generation are now taking on more adult
responsibilities, i.e. mortgages, weddings, having
children. This is limiting their free time meaning they
rely on what they know and what is easy for them to
adjust to in the gaming sphere.
Digital adopter generation
MILLENNIALS
Source: McKinsey, Iberdrola & Livewire Next Gen Attention 2024
NEXT GEN
© Livewire 2024

6. KEY INSIGHTS
Gaming has become the top entertainment choice
for gamers of all generations. Beating traditional
entertainment like watching sports and modern
entertainment like streaming movies/films.
For Gen Alpha gaming dominates with 82%
spending their time gaming.
Gaming is the ultimate
entertainment
Insight 1
No. 1
Entertainment choice for gamers of
all generations
Next Gen audiences are increasingly accepting of
brands in and around their gaming moments.
These audiences expect these moments to be
immersive, interactive and playable - this is possible
through characters, skins, world-builds, interactive
billboards, playables, rewarded videos and many more.
Brands must create immersive,
playable experiences
Insight 2
14% increase
On average for wanting interactive
moments in games across generations
Next Gen audiences are no longer gaming just to play –
they want ever-lasting social connection and, as they
get older, competition.
Video content rules across all of three generations,
which could be attributed to the rise of TikTok and
streaming.
The expectation for brands is to bring that social
connection out of the game and into their whole digital
world, fueling the culture through bitesize video.
Digital video is still king but
the focus is on experiences &
social connection
Insight 3
Source: Livewire Next Gen Attention 2024
© Livewire 2024
20% increase
In consuming Gaming focused video
content compared to Millennials

7. SETTINGTHESCENE

8. © Livewire 2024
Source: The Economist, GWI, Statista & We Are Social
GAMING LANDSCAPE
3.2 BN
GAMERS
GLOBALLY
201M GAMERS
40M GAMERS
17M GAMERS
MALE
49%
MILLENIALS 78M
GEN-Z 26M
GEN-ALPHA 37M
DEVICES USED FOR GAMING
8%
17%
25%
26%
31%
45%
66%
VR HEADSET
HANDHELD
TABLET
PC
LAPTOP
CONSOLE
MOBILE
FEMALE
49%

9. GAMINGISNOLONGERNICHÉ

10. GAMING IS THE ENTERTAINMENT CHANNEL OF CHOICE
It’s capturing the attention of all generations, more than any other form of entertainment.
Source: Livewire Next Gen Attention 2024
Q. Which of the following do you spend time doing in your free time?
Gaming is the ultimate
entertainment activity.
We already know that the days of
traditional TV (when millennials
were growing up), are long gone.
Gen Z and Gen Alpha continue
this trend, but they are also more
likely to actively watch and
engage with gaming content
through social media, talent and
livestreams.
The cultural importance of
gaming is increasing for the next
generation.
82%
52%
34%
38%
18%
12%
49%
67%
34%
24%
65%
59%
55%
60%
37%
26%
26%
19%
Gen Alpha
Gen Alpha
Traditional entertainment
Attending concerts/shows/festivals
Attending sports events
Watching sports events
Watching broadcast TV
Watching films
Listening to music/radio/podcasts
Modern entertainment
Streaming movies/films
Watching TV on catch-up/demand
Chatting in online communities
Engaging on social media
Watching videos online
Watching influencer livestreams
Next Gen entertainment
Attending eSports events
Watching a digital concert
Watching gaming livestreams
Engage with gaming content
Watching gaming content
Gaming on any device
68%
44%
38%
32%
15%
13%
39%
60%
43%
26%
57%
55%
59%
55%
21%
36%
16%
24%
Gen Z
Gen Z
76%
34%
30%
25%
14%
12%
31%
60%
40%
18%
62%
63%
65%
63%
37%
39%
19%
22%
Millennials
Millennials
Watching gaming
content increased
by nearly 20%
% participating in the activity
© Livewire 2024

11. GAMINGHASBECOMEADAILYHABIT

12. DAILY GAMING IS THE NORM,
WHILE TIME SPENT INCREASES FOR THE NEXT GEN
Source: Livewire Next Gen Attention 2024 & GWI. Q. How many hours are you (your kids) gaming, on average, for?
Gen Alpha’s commitment to gaming nearly every day is for all to see, with 70% of Gen
Alpha gaming at least 4-5 times a week. Gen Z align more closely in their daily gaming
habits with Millennials.
If the growth shown by Gen Z is anything to go by, we can expect Gen Alpha to follow
suit and game for longer. Millennials who are getting older and taking on more adult
and family responsibilities want to game more but no longer have the free time
Across all generations we see gaming hours increase at the weekend. However, for
Gen Alpha & Gen Z an added factor is that their friends are also playing at this time.
35%
35%
15%
3%
35%
20% 20%
10%
36%
18%
20%
10%
Every day 4-5 times a
week
2-3 times a
week
Once a week Once every
two weeks
Once a month Less than
once a month
Gen A
Gen Z
Millennials
5%
15%
21% 17% 12% 11%
22%
21%
29%
33%
12%
33%
31%
25%
7%
<1 hour 1 to 2 hours 3 to 4 hours 5 to 6 hours 7 to 8 hours 9 to 10 hours 11+ hours
Millennials
Gen Z
Gen A
Frequency of gaming Time spent gaming in a week
© Livewire 2024

13. GAMERSEXPECTBRANDSTOBRINGTHEIRA-GAME

14. NEXT GEN ENJOYS BRANDS IN GAMES
Their interest in branded collaborations increases in a world where gaming is their number one entertainment activity.
Source: Livewire Next Gen Attention 2024
Q. How do you prefer to interact with the following around gaming? Q. How much do you agree or disagree with the following statements: “I (my kids) love seeing
branded collaborations in-games” & “I (My kids) are more likely to ask for or purchase a brands items once I (they) have seen it in a game”
Gen Alpha have experienced brands in game from the outset, whereas Gen
Z grew up with this introduction & millennials experienced it much later in
their game environments. This familiarity impacts their expectations of
branded moments in-game.
76% 54% 49%
Enjoy Branded Moments
(i.e. character skins/world builds)
Purchase after seeing
brands in-game
GEN A GEN Z MILLENNIALS
65% 45% 40%
© Livewire 2024
The Next Gen have a more positive response to these
branded moments, and it is leading to purchases too.
This growth shows no sign of slowing for Next Gen,
which could be due to the bleak world they are
growing up in that means they are not able to financial
progress like generations before them.
There will be fewer barriers to bringing your brand into
the Next Gens gaming worlds. It is becoming the
norm… but only if it meets their expectations, be that
incredible experiences, cultural credit or expanded
fandom.

15. IMMERSION IS AN INCREASING EXPECTATION
Immersion is a priority for gamers, to succeed brands can look to interactive
moments and playable experiences to keep Next Gen gamers immersed.
Source: Livewire Next Gen Attention 2024
Q. How much do you agree or disagree with the following statements? Q. To what extent do you agree with these statements around gaming immersion? Immersion
statements: “without immersion gaming would not be as popular”. Interactive Moments statements: “in- game ads that are not interactive will not get my (my kids)
attention”. Playable Experiences statement: “”I (my kids) prefer playable content over video ads”.
IMMERSION INTERACTIVE MOMENTS
58%
55%
53%
75%
54%
48%
GEN ALPHA
GEN Z
MILENNIALS
PLAYABLE EXPERIENCES
73%
64% 64%
© Livewire 2024

16. GAMING IS THE NEW SOCIAL MEDIA
The next generations are interested in titles that enable a social connection &
encourage competition, while Millennials are playing for play.
GEN A & GEN Z CHOOSE TITLES FOR SOCIAL CONNECTION
+/- = % increase/decrease from generation above.
Source: Livewire Next Gen Attention 2024
Q. Which of these game titles have you (your kids) played in the last 6 months? Q. Why are these the game titles of choice?
Across all top four titles in Next Gen, all respondents chose at least one
social reason for choosing the title; friends play it, multiplayer integrations
or ability to connect with others online.
#1 Minecraft 39% +9
#2 Roblox 39% +20
#3 Fortnite 38% +8
#4 Call of Duty 30% -2
#5 Candy Crush 26% +11
#1 Call of Duty 32% +2
#2 Fortnite 30% +20
#3 GTA 5 24% +11
#4 Minecraft 24% +15
#5 Roblox 19% +14
Gen Alpha Gen Z
Gen Alpha have a large interest in creative and
world-build based titles, with the increase in
playing titles like Minecraft, Roblox and Fortnite.
#1 Call of Duty 30%
#2 Candy Crush 24%
#3 Assassin’s Creed 13%
#4 GTA 5 13%
#5 Mario Kart 13%
Millennials
© Livewire 2024
For Gen Z there is a continuation of titles they
were introduced to at a younger age (i.e.
Roblox), but the competitive nature of CoD
and Fortnite sees these increase from their
Millennial counterparts.
For Millenials an increase in mobile and tablet
based games reveals that gaming on the go is
part of their gaming diet.

17. GAMINGCAPTURESATTENTIONBEYONDTHEGAME

18. GAMING CONTENT IS AN ALWAYS ON OPPORTUNITY
In a growing digital-first world we are seeing an increase in frequency
and hours spent viewing and engaging with gaming content online.
Source: Livewire Next Gen Attention 2024
Q. How often are you (your kids) engaging with gaming content outside of gameplay? Q. How many hours do you spend in the week (Monday to Friday)/weekend
(Saturday to Sunday) engaging with gaming content outside of gameplay?
OVER 50% OF NEXT GEN ENGAGE WITH GAMING CONTENT
OUTSIDE OF GAMEPLAY AT LEAST 2 TIMES A WEEK
31% 40%
16%
39%
33%
14%
34% 33%
19%
Daily 2-3 times a
week
Once a week Once every two
weeks
Once a month Less than once
a month
Gen A
Gen Z
Millennials
14%
27%
21%
12% 8% 7% 10%
9%
19% 26%
16%
9% 7%
13%
14%
26% 21%
14%
7%
5%
14%
<1 hour 1 to 2
hours
3 to 4
hours
5 to 6
hours
7 to 8
hours
9 to 10
hours
11+
hours
Millennials
Gen Z
Gen A
11%
23% 28%
14% 10% 7% 5%
8%
18%
29%
17%
9%
6% 14%
13%
21%
25%
16%
8%
6%
11%
<1 hour 1 to 2
hours
3 to 4
hours
5 to 6
hours
7 to 8
hours
9 to 10
hours
11+
hours
Millennials
Gen Z
Gen A
Weekday (Monday to Friday) Weekend (Saturday to Sunday)
© Livewire 2024

19. VIDEO REIGNS BUT EXPERIENCES AND SOCIAL CONNECTION ARE THE REAL DRIVERS
The Next Gen are enjoying video content too, and while Gen Alpha are not as keen on long-form video,
we must consider their living situation – that their parents can control what they watch and for how long.
% increase/decrease from generation above.
Source: Livewire Next Gen Attention 2024
Q. What type of content do you (your kids) enjoy engaging with outside of gameplay?
#1 Short-form video 44% 0
#2
Chat with friends in
closed groups
39% +7
#3 Livestreams 37% -3
#4 Long-form video 34% -10
#5
Gaming music
playlists
27% +4
#1 Long-form video 44% +4
#2 Short-form video 44% +1
#3 Livestreams 40% +2
#4
Chat with friends in
closed groups
32% +2
#5
Follow threads in
public forums
25% +8
Gen Alpha Gen Z
Short-form content is the easiest way for brands to reach all generations outside of Gameplay. For Gen Alpha, social connection in closed spaces is more important to them over forums,
threads and podcasts. Livestreams remains an easy access point for brands to reach all generations.
#1 Short-form video 43%
#2 Long-form video 40%
#3 Livestreams 38%
#4
Chat with friends in closed
groups
30%
#5 Podcasts 28%
Millennials
© Livewire 2024

20. NEXT GEN ARE ACTIVE ENGAGERS WHILE CONSUMING MEDIA
Millennials are passively engaging with gaming content online, while the Next Gen are more
active in posting, streaming and commenting on content.
% increase/decrease from generation above.
Source: Livewire Next Gen Attention 2024
Q. How are you (your kids) engaging with gaming content online?
#1 Happy to watch 32% -11
#2 Like 31% +4
#3 Comment 23% +6
#4 Post on social media 22% +4
#5 Stream 19% +2
#1 Happy to watch 43% +5
#2 Like 27% +2
#3 Post on social media 18% +2
#4 Comment 17% -1
#5 Stream 17% +4
Gen Alpha Gen Z
Video content & these engagements could create interactive experiences beyond the game, especially when looking at streaming being an increased type of posting for the Next Gen.
#1 Happy to watch 38%
#2 Like 25%
#3 Comment 18%
#4 Post on social media 16%
#5 Post in public forum 14%
Millennials
© Livewire 2024

21. In game. Around game. For the love of the game.