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How Gen Z is Shopping in Video Games, In 3 Stats

For Gen Z, shopping in video games is now a regular part of how they play—making it a huge opportunity for brands to reach them…

Written and Edited by the YPulse Editorial Team

Jun 9 2025
North America

KEY TAKEAWAYS

Gen Z is spending on digital products like in-game items, skins, and virtual perks
They’re buying clothes for their avatars, especially Gen Z males who see their avatars as extensions of themselves
They like when brands have virtual stores in their games—especially when those stores show up in ways that feel creative and authentic to the game

YPulse’s Gaming report shows Gen Z is putting their money where their console is, with a whopping 72% of 13-17-year-olds and 81% of 18-24-year-olds having spent money on video-game related expenses in the last year, averaging $169 each. (And that’s among all of these age groups, because 98% of them play video games in some capacity.) YPulse has said before that gaming is not just a hobby for this gen; it’s a huge part of their lives and influences their IRL interests—from the movies they watch, the music they listen to, and what they shop for both in and outside of games. As in-game shopping becomes even more of a norm for Gen Z, brands can’t afford to ignore the spending power it represents. That’s exactly why for YPulse’s Gaming report, we ask 13-24-year-olds all about how gaming has influenced their shopping behavior. From shopping virtually and buying branded digital products for their avatars to visiting virtual store from brands, these three stats tell brands everything they need to...