How to speak to Gen Z and why this matters for iGaming
Most of Generation Z grew up swiping screens before they even learned how to tie their shoelaces. Ignoring this audience in iGaming is like opening a huge 바카라 and forgetting to turn on the main entrance light.
In this article, we gather recent data from the gaming market and get straight to the point: why Gen Z (and the crowd right behind them, Gen Alpha) already moves mountains in the global gaming ecosystem; how the mobile, social and visual habits of these generations have a direct impact on acquisition, retention and loyalty in iGaming; and what marketing professionals, affiliates and operators can do – on any continent – to avoid looking like “uncles” trying to use slang on TikTok.
The global gaming and iGaming landscape
The global gaming market remains substantial and continues to grow. Estimates published by Newzoo indicated that 2024 would end with global gaming revenue of approximately US$187.7 billion, marking moderate growth after years of post-pandemic fluctuations. Other subsequent updates from Newzoo itself pointed to a final result around US$182.7 billion for 2024 – still an increase of 3.2% compared to the previous year. The consultancy projects are expected to surpass the US$213 billion mark in 2027 if the current pace continues.
Mobile remains the majority: Newzoo estimated a 49% share of global revenue for 2024 (around US$92+ billion). Udonis’ mobile gaming statistics report reminds us that the attraction of smartphones lies in scale: they are in billions of pockets and, therefore, at the centre of any conversation about acquiring new players for games and betting. Sensor Tower reinforces this: in-app spending on mobile games rose in 2024 even with a drop in downloads – a sign that monetisation and live ops matter more than raw install volume.
In iGaming, real money is also scaling fast. Grand View Research estimated the global online gambling market (바카라, betting, poker, bingo, etc.) at US$78.7 billion in 2024 and projects it will double to above US$150 billion by 2030, driven mainly by digital sports betting. H2 Gambling Capital, in a study for the IBIA, calculated regulated GGR from sports betting (online and offline) at around US$94 billion in 2024, with 65% already coming online, and a trend to surpass 70% by 2028.
Where it’s growing: a quick tour by continent
Asia-Pacific remains dominant in volume, mainly due to China, Japan, Korea and Southeast Asian markets. Even when exchange rates skew dollar comparisons, the player base and content ecosystem continue to set global trends. There, desktop and mobile coexist with super-apps, local stores and strong regulatory rules – all things global teams must understand before scaling campaigns.
North America is a powerhouse in spending per user. Newzoo estimated around US$50 billion in gaming revenue in 2024, with the USA alone accounting for almost US$47 billion. The region is critical for AAA launches, subscriptions, and the maturity of state-by-state regulated sports betting.
Europe combines mature markets, strict gambling advertising rules and high competition. Successful online operators there have learned to live with bonus limits, strict KYC and responsible gaming requirements – important lessons for those planning to operate in regions tightening regulation.
Latin America is not far behind: regional market estimates put total gaming value above US$23 billion in 2024, with progress driven by mobile devices, simplified payments and a young player base. Even if some countries still face currency volatility and regulatory uncertainty in iGaming, user appetite is there.
The Middle East & North Africa (MENA) is currently one of the fastest-growing blocks. Market reports indicate considerable annual expansion, driven by investments in studios, esports and data infrastructure. PocketGamer highlighted that it was the only region to record an increase in game downloads in 2024, despite starting from a smaller base; market studies estimate a multi-billion-dollar sector with mobile leading revenue.
Sub-Saharan Africa is in the acceleration phase. A study commissioned by Carry1st showed that the African gaming market grew from US$1.6 billion in 2023 to nearly US$1.8 billion in 2024, with double-digit growth, and almost 90% of that comes from mobile. The young population, digital wallet payments and global franchises adapted to local prepaid models explain the trend. Even governments are beginning to see the industry as an economic driver: Morocco, for example, has launched hub initiatives and aims to double domestic gaming revenue by 2030.
Who’s playing: a generational snapshot (yes, Gen Z, but not only)
A compilation of data by Udonis shows that the mobile gaming audience is broadly distributed: the 25-34 age group is the largest, followed closely by 16-24; then 35-44, 45-54, and 55+. When translated into generations, the penetration is very high in Gen Z (77%) and Millennials (73%), drops in Gen X and falls sharply only among Boomers. In other words, it’s not only young people who play, but young people set the format and pace.
The definition of Gen Z adopted by McKinsey includes those born between 1996 and 2010 – the so-called digital natives. Unlike Millennials, who witnessed the arrival of the internet, Gen Z has never lived without a connection. This experience has shaped expectations: speed, mobile access, real-time conversations and the ability to detect hollow marketing in seconds.
Media consumption reinforces the point. Deloitte’s Digital Media Trends 2025 survey shows that Gen Z spends much more time on social platforms and user-generated content (UGC) than on traditional programming. They also switch services without hesitation: their churn rate in streaming exceeds the general average. Kantar reminds us that this generation wants dialogue, not lectures; they often feel misrepresented; and they value brands with real purpose, not canned speeches. Media and technology behaviour surveys (Pew, CTAM and others cited) show almost universal connectivity among teenagers and young adults, with many reporting being online “almost all the time”. If you are not optimised for the vertical screen, you simply don’t exist to them.
What this means for iGaming marketing & affiliates
- Tone of voice: casual but not caricatured
Gen Z rejects stiff corporate formality, but also rolls their eyes at brands forcing slang. Speak simply, directly, with light humour. A single emoji works; 30 emojis in a row is cringe. Cultural references need to be up-to-date. Kantar and several media studies warn: authenticity > hype.
- Content in short modules (mosaic mind)
Short feeds dominate. Vertical cuts, quick quizzes, polls, challenges, instant rewards and visual micro-lessons convert better than long PDFs. Deloitte shows that social content is perceived as more relevant by Gen Z than traditional TV; use this to educate about odds, bonuses, limits and responsible gaming in snackable formats.
- Mobile first, always
With smartphones already dominant globally – and growing especially in emerging markets, according to GSMA, in addition to estimates of nearly 5 billion smartphone users by 2024 – registration, KYC, deposit, and play flows must fit within a thumb’s reach. Test small screens, slow connections and local payments. In mobile gaming, monetisation grew even with fewer downloads (Sensor Tower), so retention via live ops, seasonal events and segmented push is gold.
- Gamification of iGaming itself
Operators are increasingly discussing metagame layers: daily missions, badges, seasons, and social mini-games related to betting. Industry expert discussions show that gamification has become a differentiator for retention compared to commoditised odds offers. Use mascots, characters or customisable avatars that progress as the user bets responsibly, learns or engages with communities.
- Relevant personalisation (non-intrusive)
Segmenting by generation is just the starting point. In-app behavioural data, sports preferences, self-defined spending limits and playing style should guide offers. iGaming marketing executives interviewed by SBC highlight that, in 2025, “being remembered” requires emotional connections: themed events, rewards aligned with social causes, and cross-platform experiences count more than cold, automated approaches.
- Purpose, trust and responsible gaming
Regulators are tightening, and Gen Z is paying attention. Transparency of odds, flexible limits, pause tools and clear messages (without fine print) build trust. Global media studies (Kantar) show that young people prefer brands that take a stand and act. In the betting sector, this may mean safer gambling campaigns, support for local causes, and public integrity reports (IBIA has been emphasising this in regulated sports).
The conclusion: take it seriously, but don’t panic
There is no universal trick to “tame” Gen Z. There is work: listen, test, adjust, repeat. The numbers show that young audiences already sustain a huge slice of global gaming consumption and are advancing in iGaming as regulations loosen. At the same time, parents, uncles, grandparents – everyone plays – which means that segmenting by attitude and behaviour is as important as segmenting by age.
Be mobile, be transparent, speak like a human, deliver quick value, be part of the conversation and align actions with real values. Do this consistently across different markets – from Tokyo to Toronto, from Berlin to Bogotá, from Riyadh to Rabat, from Lagos to Sydney – and your brand will have more than clicks: it will have relevance.
This article was first published in Portuguese on 22 July 2025.
