What do you picture when you hear the word “gamer”? If a single type of person playing on their console is what springs to mind, you might need to rethink your definition—and the way games are impacting Gen Z & Millennials’ lives. The majority of young consumers are gaming in some capacity, with mobile gaming democratizing play and shifting the industry. Gamers are an increasingly diverse, and large, group—and games are impacting their lives in a variety of ways. With the influence and role of games increasingly changing, we decided it was time to take a new look gaming to show how young people are really engaging with video games today—and where brands can step in.