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Any Brand Can Make Gaming Merch—European Gen Z Want These Kinds Most

Brands don’t need be part of the gaming industry—or even have an existing gaming collab—to make Gen Z’s next viral gamer merch…

Written and Edited by the YPulse Editorial Team

Apr 23 2025
Western Europe

KEY TAKEAWAYS

Clothing is the most popular kind of gaming merch European Gen Z want to see from brands—and that means any brand
Toys and non-video games are also perfect for gaming merch, whether using characters or map themes
Integrating merch with an in-game experience for a “phygital” launch can also attract tons of new brand fans

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...