Razorfish Study Finds 52% of Gen Z Gamers Feel More Like Themselves in the Metaverse than in Real Life

Kids that grew up with interactive online gaming, based on our research, view reality differently than we do. I think of myself as a colonist of the metaverse, one of the old people. We see digital and physical reality as distinct from each other, and we see digital as less than physical. But this younger generation sees them as not only equal but ... See more

With more than 30% of the world’s population playing games today, gaming and social behaviors are beginning to blur.

How people experience the world is changing, with gamers saying that the most attractive element of an immersive game is the story, and with the majority of younger generations playing games, creating a compelling brand story is becoming an increasingly attractive point of differentiation.

Humans have realized it's more efficient to actually compete for status in these virtual worlds than it is in real life, and that's especially true for young people

What Gen Z is doing in metaverse spaces is what the early Second Life users [were] doing, but on a far, far more massive scale. They don’t consider re-creating the real-life tropes to be as meaningful as adults and brands do.

Gaming is expanding its reach into every part of our lives (education, medicine, music) and is becoming the foremost battleground for the future of big tech. This strikes me as analogous to the Facebook story from above. The market clearly believes video games represent a valuable opportunity, but may be underrating the scale by orders of magnitude... See more

The previous misconception of a male gamer playing alone in his mancave for hours on end is now dead