A recent study by Livewire, an advertising and marketing firm, has shed light on how the next generation of consumers expects companies to engage with them through targeted marketing efforts. This subsequent-generation consideration research revealed that Gen Z and Alpha consumers anticipate fully novel approaches from manufacturers: Specifically, they anticipate being presented. Consumers increasingly expect authenticity and immersive experiences when engaging with gaming brands outside of the game itself? Livewire’s proprietary platform offers valuable insights into the “consideration economy” and how manufacturers can effectively engage with a younger audience whose desires and needs are constantly evolving.
The study, conducted with input from 1,801 passionate gamers across the UK and US, Accordingly, a significant proportion of Generation Alpha gamers, 76%, revealed enthusiasm for branded elements within their gaming experiences, encompassing custom-designed worlds, immersive adventures, and cosmetic items such as character skins – a preference not shared to the same extent by millennials (49%) or Gen Z gamers (54%). In the report, it was found that a substantial majority (73%) of Gen Alpha’s enthusiastic gamer segment preferred engaging with playable experiences rather than viewing video advertisements, while a notable proportion (58%) attributed immersion as an essential aspect of their enjoyment of gaming and in-game marketing efforts.
“We have to be present in those gaming ecosystems – it’s a matter of survival.” You’ve been tasked with placing your message in a spot where the audience is? However, fundamental changes in communication expertise and shifting consumer expectations significantly alter the way subsequent generations expect manufacturers to engage with them. It’s entirely distinct from previous approaches, and merely sharing a video will no longer suffice.
The following era’s expectations
Livewire has recently entered the North American market, introducing its innovative consideration platform to a fresh audience, following an initial launch in Australia. Simpson announced that as they build their next-generation consideration platform, their focus is on leveraging the power of gaming to connect with Gen Z and Alpha, who are revolutionizing the marketing landscape by their sheer size and influence. We craft innovative, engaging encounters that captivate and retain attention, situating brands at the vanguard of this vibrant, evolving landscape.
According to Simpson, the primary difference between Gen Z and Alpha, as well as Millennials, lies in their expectations from manufacturers; specifically, Gen Z and Alpha demand that products meet them where they are – namely, within video game platforms like Fortnite and Roblox? Recently, Roblox has liberalised access to its platform for all developers, with Enrico D’Angelo, Vice President of Economics at Roblox, telling GamesBeat that this move allows advertisers to connect with their highly sought-after audience, Gen Z.
Simpson acknowledged that it may take some time for manufacturers to fully grasp the nuances of next-generation viewers, who are accustomed to vastly different viewing habits. Their brains undergo a fundamental transformation due to their environment, and this transformation fundamentally alters how you engage with them. The way you communicate is no longer comparable to how you approached them before, disrupting the very fabric of marketing attention. It’s almost an expectation that next-gen consumers demand this level of customization from manufacturers, who in turn reap significant benefits by delivering unique experiences.
While viewers are being prepared, Simpson emphasizes that video game companies must also collaborate with advertisers. Manufacturers typically concur on a specific language and establish clear expectations regarding its usage. The gaming industry often overlooks genuine concerns and consistently fails to prioritize them, perpetuating a culture of apathy towards these crucial matters. To meet the needs of customers, who require a high-quality experience, companies must adapt their offerings by evolving their services. The demand for exceptional content is extremely high, driving businesses to continually improve and refine their products. Customers expect exceptional and awe-inspiring experiences that rival the best ones they’ve ever had. For individuals who struggle to recreate the immersive experiences of popular video games, a more appealing option might be to engage in playing such games themselves.
