European Gen Z and Millennials are gaming generations—YPulse’s Gaming Marketing Playbook trend report shows 98% of all 13-39-year-olds play in some capacity, whether mobile, console, or on PC. There are endless ways brands can get involved in video games—and young consumers are interested in just about all of it. Beyond becoming part of the virtual worlds they live in, the biggest way for brands to get involved is through merch. The opportunities for gaming merch are endless—just check out YPulse’s Merch Madness trend report—and most European Gen Z (66% 13-17, 56% 18-24) say any brand could make gaming-related offerings. Many brands are already leveraging merch to connect with Gen Z through gaming-themed apparel, food collaborations, and toys, just to name a few. More and more brands are connecting their in-game experiences to physical products to connect with Gen Z, too. These “phygital” launches offer seamless and interactive experiences between the screen and real life, which can seriously up a brand’s engagement game. (No pun intended.) And it’s primed for...
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