Remember blowing on video game cartridges, untangling wired controllers, and watching pixelated battles on bulky TVs? Then you're probably part of the classic 80s or 90s gaming crew. Fast forward to today, and technology has revolutionised gameplay, fuelling a massive surge in gaming's integration into everyday life.
This evolution is particularly evident in the Middle East and North Africa (MENA), where Gen Z’s passion for gaming is undeniable. In Saudi Arabia, the United Arab Emirates (UAE), and Egypt, 92% of under-30s are gamers. On top of that, Gen Z gamers in Saudi and the UAE play roughly an hour on average each day.
This engagement underscores an important point. While many brands still lean on Millennials and Baby Boomers for in-game revenue, Gen Z is the purchasing powerhouse of tomorrow. They're not only the largest generation, but are also poised to be the wealthiest and highest spending by 2030.
To better understand Gen Z gamer habits, we partnered with research company GWI. Here are four things brands need to know about this influential generation:
1. Next-level spend: Gen Z’s in-game purchases fuelled by exclusive content and collaborations
Gen Z are more inclined than the average gamer to buy in-game currency or content — with a third having done so in the last year.1 Additionally, their appetite for new game releases outpaces all other generations.2
Specific motivators fuel this spending trend. Exclusive content unavailable through regular gameplay and brand collaborations, like this Lego Fortnite collaboration, make Gen Z around 3X more likely than Baby Boomers to buy in-game content.3
Gen Z gamers resonate with well-placed and timely in-game ads that reward them with level skips, items, and exclusive content. On the other hand, disruptive and overwhelming ads push them away.4 Marketers can avoid this by tapping into audience insights to personalise ad creative based on player behaviour and preferences.
2. Gameplay power-up: Gen Z crave customisation, updates, and the unexpected
Imagine recreating the world’s tallest building, the Burj Khalifa, brick by virtual brick, in a game. That’s exactly what this dedicated Minecraft player did:
It’s this level of creative freedom and customisation that Gen Z gamers crave when choosing a game to play. In fact, this desire is so strong that around 28% say cool character customisation would motivate them to download or play a new game — 5X higher than Baby Boomers.5
But customisation in its many forms — from the boundless creativity of sandbox games like Minecraft to the intricate character creation detail in Baldur’s Gate 3 — is only part of the equation. Gen Z also demands evolving content. If a game fails to deliver regular updates — like new characters, levels, bosses, or ecosystems — around a quarter of Gen Z gamers will drop it.6 On the bright side, 30% say updating the same things would bring them back.7
"One way to keep Gen Z players engaged is by throwing in some unexpected content," says Abdu Hussein, culture and trends manager at YouTube. "For example, when a Helldivers 2 update turned the third-person cooperative shooter game into a horror experience, it resulted in a huge spike in players. And seasonal events with themed mini-games really get people playing. This Ramadan Legion in Garena Free Fire is a great example.”
3. In-game connection: Gen Z play to socialise, with online hype being a major motivator
Gen Z gamers value social connection, so playing with friends and enjoying multiplayer games is a big part of what keeps them coming back to a game. It's interesting to see that 34% of them play games just to hang out with friends — more than any other generation.8
This explains why Gen Z prefers games with social and competitive elements, like PUBG: Battlegrounds and Minecraft. Today, even games that weren't originally designed to be social are incorporating these features. For example, Merge Dragons has introduced “dens” that allow players to join chat groups to share progress and exchange tips.
This social dynamic is further amplified by how popular or trending a game is online. This “online hype” makes Gen Z nearly 3X more likely than Baby Boomers to download a game, and twice as likely to return to one.9
Given this potent combination of social engagement and viral influence, marketers should prioritise strategies that fuel online conversation and content sharing. One way to do this is by creating shareable, engaging content — like short videos, memes, and interactive experiences — that resonate with Gen Z's sense of humour and online culture.
4. Creator power: Gaming videos and content creators drive Gen Z decisions
Gen Z gamers watch more gaming videos than older generations.10 They consume everything, from guides for specific games to news and updates, on streaming sites like YouTube.
It's not just about entertainment: 41% of Gen Z gamers say they check out streaming sites like YouTube to learn more about a game before they even think about downloading it.11
How different generations learn about a game before deciding to download it:
Content creators have a strong impact on Gen Z's gaming habits, too. Over half of Gen Z gamers say they’d download a game because their favourite creator played it, with 47% more likely to play if a creator was a game character.12
And this strong connection translates to tangible support. Gen Z gamers say they’d spend more on in-game content if it meant supporting their favourite creators.13
“This creator connection presents a massive opportunity for marketers,” says Sandzhar Ismailov, head of gaming at Google for the Middle East and North Africa. “Because Gen Z is less receptive to traditional advertising channels — like in-app ads — marketers can more effectively connect with them by developing a solid game plan that leverages the influence of content creators.”
YouTube’s partnership ads are a great way to do this. They allow brands to use creator videos in their ad campaigns, tapping into genuine community engagement while scaling reach.
