TotallyAwesome, the esteemed youth-centric marketing and media powerhouse in APAC, has recently unveiled its highly anticipated annual Youth-first Digital Insights. The latest findings highlight the transformative role gaming plays in the mental well-being, community engagement, and overall experiences of Gen Z and Gen Alpha.
Gaming: An Antidote for Stress and Anxiety
TotallyAwesome’s freshly minted data suggests that a substantial 50% of Gen Alpha and 43% of Gen Z in the Asia-Pacific region turn to gaming as a therapeutic tool when combating feelings of anxiety and stress. Surprisingly, this mode of coping edges out conversing with family, at 28% for Gen Alpha and 21% for Gen Z, and almost equals the figures for seeking solace in friends, which stands at 28% and 32% for the two demographics respectively.
Breaking Gender Stereotypes in Gaming
In an era championing equality, gaming stands out as a platform breaking gender barriers. Particularly among the Gen Alpha populace, an impressive 46% of girls embrace gaming as a stress-relief medium, closely tailing their male counterparts, of whom 54% use gaming for the same purpose.
Bridging Bonds: Gaming as a Connector
Adding to the growing list of gaming’s advantages, 52% of Gen Alpha and 48% of Gen Z view gaming as an avenue to fortify bonds with friends and family. This insight is particularly significant for parents, the dominant financial decision-makers for these age groups.
A Pan-APAC Gaming Breakdown
Across the Asia-Pacific, gaming’s therapeutic essence is resonating uniformly. A country-wise breakdown reads:
- Singapore: 47%
- Malaysia: 56%
- South Korea: 49%
- Indonesia: 47%
- Philippines: 56%
- Vietnam: 60%
The Gaming Ecosystem’s Content Dominance
While a plethora of media platforms jostle for youth attention in APAC, gaming’s magnetic pull remains unparalleled. Concurrently, the gaming boom significantly influences streaming platforms. The data points to a clear dominance of giants like YouTube, which enthralls 77% of Gen Alpha and 76% of Gen Z, starkly overshadowing Twitch’s modest 6% and 8% engagement rates.
Opulent Opportunities for Advertisers
With APAC’s gaming industry revenues surpassing a whopping $84 billion USD in 2022, the market is ripe with opportunities. TotallyAwesome’s insights emphasize the potential for advertisers to craft strategies that resonate seamlessly with the youth.
Will Anstee, TotallyAwesome’s Executive Chairman, insightfully remarks, “Our Youth-first Digital Insights underscores the gaming industry’s profound influence on Gen Z and Gen Alpha. When it comes to forging a sense of community and self-expression, young people are increasingly looking to gaming as the most important space for social bonding. Gaming is no longer just gaming – it’s their new social.”
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Raja Kanniappan, the new CEO of TotallyAwesome, stresses the importance of the research, stating, “TotallyAwesome has been conducting our Youth-first Digital Insights for 8 years. We have built a deep understanding of the attitudes and behaviours of youth across Asia Pacific. We work with marketers and media agencies to take these rich insights and learnings to enable Brands to connect with Youth in a safe, relevant and effective way. If you want to capture the hearts and minds of Youth and build meaningful and long-lasting relationships – you need to get into gaming. It’s their now and their future”
TotallyAwesome’s invaluable research is an essential tool for brands and agencies to navigate the rapidly changing dynamics of the youth demographic, emphasizing the unparalleled significance of gaming in today’s digital age.
