Beyond gaming, young consumers are engaging around gaming culture. They watch creators like Kai Cenat and iHasCupquake stream on YouTube and TikTok. They hang out on Discord, talking strategy and swapping memes. They buy game-adjacent merch that signals their interests, from Fortnite hoodies to Minecraft Crocs.

For Gen Z and Millennials, life has always felt like a game, a one of points, puzzles, and hidden rewards. Over 90% of them play video or mobile games, and they’re spending more time than ever in immersive worlds like Candy Crush, The Sims, and Roblox.