IGN Publishes Generations in Play: How Gen X, Millennials, and Gen Z Consume Games

IGN Entertainment released the Generations in Play report, created with Kantar and UC Berkeley, analyzing how Gen X, Millennials, and Gen Z consume entertainment and video games. Key findings show Gen X relies on Google search and favors single‑player games, Millennials lean on YouTube and are more likely to buy full‑price games, and Gen Z uses social media with a strong inclination toward multiplayer, while all three groups show distinct patterns for completing games and using guides; 71% no longer buy physical music and 62% no longer buy full‑price games, with Gen X lagging on full‑price purchases (20%) compared with Millennials (38%) and Gen Z (42%). The report will inform IGN’s Imagine AI targeting tool and represents the external publication of internal analytics.