Observed Signal · Oct 15, 2026 · Research Release · Source: The Drum · Impact: 3/5 · Sentiment: Positive
Gen Z Attention Selective, Study Finds
New research from Gameloft for brands and GWI reveals that Gen Z's attention is not short but selective, with mobile gaming commanding significant focus. Gen Z mobile gamers spend an average of 9 hours 11 minutes gaming weekly, more than social media or streaming, and 76% report full or mostly focused attention during sessions. The study highlights gaming's role in social connection and emotional engagement, but also warns that in-game ads can break immersion for 31% of gamers. Marketers are advised to earn attention through value exchanges and participatory experiences, citing successful campaigns like Burger King x Call of Duty with 97% viewability and Samsung Galaxy Tab S10 Ultra with 21% participation rate.
Provides data-driven insights into Gen Z's gaming habits and in-game ad effectiveness, relevant for brands and adtech.
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Key Takeaways & Evidence Grounding
- Gen Z mobile gamers spend 9 hours 11 minutes gaming weekly, more than on social media or streaming.
- 76% of Gen Z mobile gamers report full or mostly focused attention during their most recent session.
- Study by Gameloft for brands and GWI reveals 48% of mobile gamers find brand placements can fit naturally, 31% say in-game ads break immersion.
- Burger King x Call of Duty campaign achieved 97% viewability, 93% completion rate, and 8% CTR.
- Samsung Galaxy Tab S10 Ultra sponsored event resulted in 21% participation rate.
Connected Companies & Entities
3 Entities mapped“New research from Gameloft for brands and GWI reveals what it takes for brands to earn Gen Z's attention.”
“Gameloft for brands’ Burger King x Call of Duty campaign, for example, used rewarded video to create a value exchange...”
“A sponsored, time-limited gaming event created for Samsung Galaxy Tab S10 Ultra, for example, resulted in a 21% participation rate.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Gen Z Attention Myth: Five Keys to Engage Them
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