Undoubtedly, Generation Z, or Zoomers, is a key driver of the digital space nowadays. Eventually, this age group has also become the main target for brands worldwide, and the gambling business is not an exception. GBC Time has collected the most interesting facts about the young generation, which might be helpful for the iGaming brands to identify the direction of working.
Generation Z is probably one of the top targets for businesses in different niches. Of course, this audience may be complicated to understand, but what makes it clear is definitely the deep analytics research provided below.
Where the roots come from
Some people would be wondering why is this generation named after the letter “Z”? The fact is that this metric system is working in alphabetical sequence. Here is a complete list of all generations.
| Generation Name | Births start | Births end |
| The Lost Generation – The Generation of 1914 | 1890 | 1915 |
| The Interbellum Generation | 1901 | 1913 |
| The Greatest Generation | 1910 | 1924 |
| The Silent Generation | 1925 | 1945 |
| Baby Boomer Generation | 1946 | 1964 |
| Generation X (Baby Bust) | 1965 | 1979 |
| Xennials | 1975 | 1985 |
| Millennials or Generation Y – Gen Next | 1980 | 1994 |
| Generation Z – Gen Z | 1995 | 2012 |
| Generation Alpha | 2013 | 2025 |
Generation Z has also a lot of other names, including:
- iGeneration;
- Homeland Generation;
- Net Gen;
- Digital Natives;
- Neo-Digital Natives;
- Post-Millennials.
However, the term “generation Z” is still the most popular. Pew Research Center studied Google Trends in 2019 and concluded that this terminology is the most popular.
Talking of the individuals in the group, the informal name for them is a zoomer. Ironically, the first time when the people of this generation were called zoomers happened on the Internet. It was a part of the meme that was quite popular on social media platforms. After some time of the active use of the word “zoomer”, this word was officially added to Merriam-Webster in October 2021.
Age characteristics of the Gen Z
According to the Oxford Dictionary, Gen Z is described as the generation born in the late 1990s or the early 21st century. One of the key characteristics is also the fact this period of time is specialized because of the active use of technology.
The Pew Research Center identified 1997 as the starting birth year for this generation. This period was picked based on the various experiences related to technology and social-economy development worldwide. The Pew experts have not also identified the exact year of the endpoint, but preliminary it is 2012.
Demographics
The Issuu researchers reported that generation Z occupies almost one-quarter of the population worldwide. In the percentage metrics, it is around 26%. Talking more specifically, there are 2 billion zoomers in general.
Statista posted research on the US population, which makes it clear how many people are the representatives of the young generation.\
Since it became clear that technologies and Generation Z cannot exist without each other, here is the Pew research about zoomers as the most active online customers.
Generation Z and online shopping
Undoubtedly, after the global pandemic, the online shopping sector significantly increased in demand for various generations. However, as the Pew experts report the young generation is still the leading one in online shopping.
Among Gen Z users, online shopping through social media platforms has also been growing constantly. Here are the most popular ways to buy things online for young users in the US.
Smartphone has probably become the top gadget because of their multi-functionality and flexibility. Considering the role of smartphones in online shopping, 76% of American users make a purchase online by using smartphones.
The second choice is for the desktop or laptop, which makes online shopping more restricted by staying in one place.
And the smallest part of the US users (28%) chose tablets to shop online.
No questions, Generation Z is the most active online audience. But it is also important to understand this audience and their preferences. Recently, Meta has published an ultimate guide to the top 5 Gen Z trends shaping the future of brand engagement.
Top 5 Gen Z Trends Online
Meta platforms as the place to connect with brands
Meta is a parent for such leading social media platforms as Instagram and Facebook. These two applications are actively used by brands to promote their products and services in addition to users worldwide.
According to the report, Facebook and Instagram are the third most popular apps among the other 10. The social media giant insists on the social media importance not just in social life for the young generation, but also for studying, exploring, shopping, and development. Gen Z users are happy to see more brands on the Meta3 platforms. Moreover, around 60% of the surveyed follow their favorite brands on social media to always stay tuned for updates and new offers.
Personalized content is the key to Gen Z’s heart
One of the main characteristics of Gen Z preferences online is direct connection and personalization. According to Meta research, 41% of Generation Z users are willing to see highly personalized content to feel a real connection with the brand. Moreover, 29% of the respondents insist on the importance of a deep connection with the business to see every single process.
Another thing that is highly appreciated by the young generation of users is the live communication with the brands. For instance, TikTok live streams always work so well for brands online, when it comes to finding new customers.
Gen Z users follow their favorite brands
As was already mentioned above, deep connection is extremely important for the young generation. Meta reports that 60% of the responders are sure that social media following is the best way to find out everything about the brand. Therefore, modern brand building cannot exist without social media strategy.
It is important to create an image of a brand that is really caring about its customers. Also, do not be afraid to show up the work process, so the online users would see how much time and strength the brand is paying for them.
Another additional tool to make online customers more involved in the brand’s life is quizzes. 38% of the surveyed Gen Zers said that they are happy to participate in such interactive forms of content.
Influencers are the keys to the sales increase
If the brand’s goal is to grow the purchases on its website, one of the most effective ways to achieve this is to collaborate with the content creators. Nowadays, people that produce content are the real mind influencers. Gen Z users believe their advice and recommendation. Meta reports that 79% of the responders have made purchases based on the influencer’s recommendation at least once. Moreover, 35% of the users recommend the brands they saw in content produced by the influencer.
Zoomers are waiting for brands to be more socially active and diverse
Social activity is one of the main characteristics of Generation Z worldwide. Young people worldwide are active in the fight against discrimination, sexism, climate crises, etc. it is also obvious that this generation of customers is expecting the same from their top brands.
Generation Z in the online gambling industry
When it comes to online gambling, the most important aspects are responsibility and safety. While Generation Z is a significant active audience online, online gambling brands need to be more attentive to providing safe gambling with no harm to young/sensitive customers.
So, the real question is how to engage Generation Z players. Here are effective tips to attract young customers in the iGaming niche.
Top 3 strategies for engaging the new generation of players
1. Focus on the trends
Social media trends are the key drivers in retaining customers in iGaming. For instance, one of the latest tendencies among the Gen z audience is high technology innovation. According to CivicScience research, the young generation is more interested in innovative ways to bet, moving away from traditional methods of wagering.
2. Esports betting is the top choice for Gen Z
It seems like the betting industry is one of those gambling sectors that would be the favorite for the next generation of players. Another popular trend among the players is esports betting. According to Uplatform research, 94% of esports bettors are younger than 30 years old.
Talking about the games that Gen Z players frequently place bets on, here is the top 3:
- CS:GO;
- Dota 2;
- League of Legends.
91% of the bets are made on these games, tournaments, or championships.
3. Innovative offers
No question, innovation tendency is one of the favorites among Gen Z players. It also would be perfect if the brand added some elements of entertainment and interaction for the customers. There can be such a solution as a wide range of different bonuses and gamification.
Conclusion
Of course, generation Z can be difficult and diverse but you can still find an approach to these clients. The most important rules are openness and not being afraid to experiment. This may be related to the technological aspect, entertainment, or reward.
Also, essentially important in engaging younger generation customers are social networks and content that can be used to build a deep connection with the audience.
