Games marketing firm Livewire on the attention economy across generations

Core Insights - The "Next-Gen Attention Study" by Livewire indicates that Gen Z and Alpha consumers expect brands to engage with them through immersive in-game experiences rather than traditional advertising methods [1][2][3] Group 1: Consumer Expectations - 76% of Gen Alpha gamers enjoy branded moments in games, compared to 49% of millennials and 54% of Gen Z [2] - 73% of Gen Alpha gamers prefer playable experiences over video ads, highlighting a shift in how younger generations engage with advertising [2] - 58% of Gen Alpha gamers find immersion to be a key part of their enjoyment in gaming and in-game advertising [2] Group 2: Marketing Strategies - Brands must adapt their marketing strategies to meet the expectations of Gen Z and Alpha, who are primarily found in gaming environments like Fortnite and Roblox [3] - Livewire's CEO emphasizes the need for brands to create immersive, interactive experiences that resonate with the next-gen audience [3] - The gaming industry must evolve to understand and meet the expectations of brands, as consumers demand high-quality content and experiences [3]