Why gaming earns Gen Zs attention

Gen Z spends an average of 9 hours and 11 minutes gaming each week, more than on social media, online video, or streaming services. For media planners still putting social first, gaming just moved up the list. And with 75% of Gen Z playing games on mobile, Gen Z mobile gaming has become a daily habit.

This snapshot of Gen Z gaming comes from new joint research by GWI, the human insights company, and Gameloft for brands. It combines GWI's global consumer research (GWI Core and GWI Gaming) with Gameloft for brands' proprietary in-game survey.

What Gen Z gaming attention means for brands

Time spent is only half the picture. For brand marketers and media planners, the real question is the quality of that attention, and this is where gaming stands apart. Among the Gen Z mobile gamers surveyed, 76% were fully or mostly focused during their most recent gaming session. That's hard to find across today's fragmented media.

The emotional read is just as strong. 50% of those gamers felt relaxed or calm, and 44% felt happy. People in that mood are far more open to a brand that shows up well. The opportunity for in-game advertising is real when it stays relevant and sits naturally within the game itself. The full report explores some of the ways brands can get this right.

"What makes these findings particularly valuable is that they are grounded in real behaviours, giving brands and agencies a clearer understanding not only of where Gen Z spends its time, but also of the quality of attention and emotional engagement available within gaming," says Jason Mander, Chief Insight Officer at GWI.

Jean Baptiste Godinot, Executive Vice President, Gameloft for brands, adds: "Gaming is already an important part of where Gen Z chooses to spend its attention. When brands respect the player experience and offer a clear value exchange, they can turn that attention into stronger marketing outcomes."

The full study, conducted in Q2 2026 among 152 Gen Z mobile gamers across 14 markets, shows where that attention lives and how brands can earn it. Read the full joint report, Gen Z & Gaming: Understanding Gen Z's Attention, Emotions and Gaming Behaviours.