Overview
- Coverage on Wednesday highlighted a Kantar and UC Berkeley–backed IGN Entertainment study of 6,250 highly engaged fans across the US, UK and Australia.
- Most respondents said they avoid paying full price for games, with 42% of Gen Z and 38% of Millennials still buying at launch prices versus 20% of Gen X.
- How players find new games splits by age group, with Gen X leaning on Google search, Millennials turning to YouTube, and Gen Z relying most on social media.
- Preferences also diverge by format, as Gen X favors single‑player titles, Gen Z prefers multiplayer, and Millennials sit near the middle.
- IGN says it will apply the insights to its Imagine AI targeting tool, and the report notes Gen X is far less likely to use or trust AI for discovery or summaries.