IGN Entertainment releases internal data as public report, developed by Kantar and UC Berkeley

Key Points:

• IGN Entertainment, in collaboration with Kantar and UC Berkeley, released the "Generations in Play" report analyzing entertainment consumption habits across Gen X, Millennials, and Gen Z in the US, UK, and Australia.
• The report reveals generational differences in gaming preferences: Gen X favors single-player games and full completion, Millennials are evenly split between single and multiplayer, and Gen Z prefers multiplayer games with a focus on customization and community content.
• Purchasing habits vary, with 71% of audiences no longer buying physical music and 62% avoiding full-price games; meanwhile, Millennials (38%) and Gen Z (42%) are more likely to purchase games at full price compared to Gen X (20%).
• Discovery methods differ by generation: Gen X relies on Google search, Millennials on YouTube (85%), and Gen Z on social media platforms for finding new games.
• Gen X shows skepticism toward AI in content discovery and values brand recognition more, being significantly less likely to trust AI-generated summaries compared to younger generations.