Gaming has gone from pastime to identity for young consumers. Nearly every Gen Z and Millennial plays video games, most started around 10-years-old, and the majority now claim “gamer” as part of who they are. Phones win on reach, but consoles command just as much time, and while free-to-play is the top way young people access games, about half are still spending on subscriptions, in-game purchases, and gear every month. Open-world and sandbox games have seen the biggest growth of any genre since 2020, fueled by user-generated worlds and the freedom to build, customize, and play with friends. And increasingly, young players aren’t just playing—over half of teens have built game worlds with friends, and roughly four in 10 say they want to be a game creator, developer, or professional streamer.
In YPulse’s 2026 Gaming Report, we dive into how young consumers play, spend, and identify with gaming, why open-world and user-generated experiences are taking over, how brands can show up in virtual worlds, and more.
Report length: 24 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded March 2026. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in March 2026
