In the conference track of CES this year is a lineup of talks and panels on gaming and esports. During the “Generational Shifts: The Evolution of Gaming” panel, moderated by Consumer Technology Association (CTA) Senior Manager of Market Research Steven Hummel, industry executives and thought leaders shared their views on market trends emerging post-pandemic and how those trends are driving gaming across other media. While it is not surprising to hear that the average age of gamers tends to skew younger these days, perhaps the bigger takeaway is that gaming has become the new social media for many.

Hummel launched the discussion with U.S. statistics that indicate 86 percent of Gen Z (age 13-27) are gamers, representing the largest percentage among age groups, with that percentage proportionately decreasing with older age. Hummel expects this trend to amplify as he observes Gen Alpha (age 4-12) starting to play games at even earlier ages.

Microsoft VP of Global Revenue & Business Planning Jonathan Stringfield also notes that Gen Z is probably the first age group to perceive gaming as an entirely normal activity, even as an everyday habit. Given this generational shift in mindset, we should expect an accompanying cultural change as well.

The focus turned to Michael Mairs, the Twitch Ambassador also known as “Smirky” — who was most likely the only Gen Z representative on the panel — about what kindled his interests to play games. He shared that it was the desire to connect with others.

He recalled his first ventures into multiplayer online games like Disney’s “Toontown Online” or “Club Penguin” that uses an avatar to interact with other players virtually. Mairs believes that the COVID-19 pandemic, which limited physical connections, may be the primary reason for the proliferation of online gaming in the past few years.

Electronic Arts Senior Director of Esports Brand Strategy & Marketing Monica Dinsmore added that esports is also a platform for connecting not only players in-person, but also their viewers — who are trending younger, too. Members of these communities are likely to spend 3 to 5 times more hours engaging with gaming IP.

In fact, the impact of social influence can determine the sustaining sales of a game. Richard Goldsmith, Senior Manager at Deloitte Consulting’s Gaming & Esports vertical, discussed how a few vanguards can move their gaming community to adapt a newly released game. He cited the fastest-selling game in Q1 2024 as an example, explaining to our reporting team that this is a third-person PvE game.

With more Millennials and Gen Z admitting that they discover new music or new sports through games, in addition to the platforms continuing to serve as powerful communication tools, the industry should be cognizant that gaming could have an increasingly significant impact on culture and entertainment.