IGN Entertainment has published the 'Generations in Play' report, developed with Kantar and UC Berkeley, analyzing entertainment and gaming consumption habits across Gen X, Millennials, and Gen Z in the US, UK, and Australia. Key findings include: 62% of respondents no longer buy full-price games; Gen X relies on Google for game discovery while Gen Z favors social media; Gen Z prefers multiplayer and community-driven content while Gen X leans toward single-player completionist experiences; and Gen X is significantly more skeptical of AI than younger generations. The data, previously used only for internal and client purposes since 2010, will also inform IGNE's Imagine AI targeting tool.
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