Gaming Is the 'New Social Space' for Gen Z

For Gen Z, gaming is more than just a pastime; it's a primary social hub, with 70% saying it helps them stay connected with others. They spend about a quarter of their leisure time gaming, outpacing time spent on social media or streaming video. This demographic averages over 12 hours a week playing games, with 90% identifying as gamers. These digital environments function as "third places" where community and identity are forged. In fact, 65% of Gen Z gamers feel more comfortable expressing themselves in a game than in real life, and 52% feel their gamer ID is a better representation of themselves than their real-world identity. This has led to 40% of Gen Z gamers meeting their friends in video games more often than in person. The line between gaming and social media is blurring, with platforms like Roblox and Fortnite becoming destinations for hanging out. Half of Gen Z gamers use these platforms to socialize with friends without even playing the core game. This behavior extends to viewership, with billions of hours of gaming content consumed on platforms like Twitch, where gaming creators often have more influence than traditional social media stars. This shift has significant implications for other industries, as brands from L'Oréal to Versace are integrating their products directly into games to reach this audience. These in-game integrations are proving effective, with 81% of Gen Z gamers saying they would play or have played a game or experience based on a non-gaming brand. This has created a new frontier for advertising that feels more like a natural part of the digital world than a disruption. The economic power of this demographic in the virtual space is substantial, with 53% of Gen Z gamers spending at least $20 per month on games. However, recent data from 2025 shows a 25% drop in gaming expenditure among 18 to 24-year-olds, suggesting they are becoming more selective with their in-game purchases due to economic pressures. This generation's expectation for interactivity is reshaping other digital experiences, including news consumption. With 96% of Gen Z consuming news digitally, often through push notifications and social media, there's a growing expectation for news apps to incorporate interactive and participatory features similar to those found in games. The metaverse is seen by Gen Z as the next logical extension of these social gaming platforms. They are not just passive users but active participants who want to shape these virtual worlds to reflect their values, with a focus on community, flexibility, and accessibility for all. For many, these virtual worlds offer a space for self-exploration and connection, with 65% having developed new relationships through gaming. More than half of Gen Z gamers feel more like themselves online than offline, highlighting the deep integration of their digital and real-world identities.