Connect with us

728x90 banner available here

Latest News

Fandoms and Passions: New SuperAwesome Research Demystifies Gen Alpha and Gen Z for Brands

Published

on

Reading Time: 3 minutes

 

Study of almost 4,000 Gen Alpha/Z respondents reveals how brands can best engage the vital but elusive kid and teen audience –

SuperAwesome, the leading youth technology and insights provider, has launched a groundbreaking in-depth study into the passions and fandoms that enable brands and IP owners to forge deeper connections with young audiences.

Kids and teens remain a vital but elusive audience. They shift across a hyper-fragmented media landscape, immersed in (and defining) cultures that move faster than ever before. The long-standing challenge of data scarcity relating to under-18 audiences makes connecting meaningfully with them incredibly difficult for brands.

Conducted among 3,750 under-18s and their parents across the US, UK and Germany, the new research provides critical insights to help brands decode the passions and fandoms that fuel youth audiences. Launched today at the London Toy Fair, ‘Fandoms & Passions: The Antidotes to Hyper-Fragmented Youth Audiences’ reveals that meaningful and lasting relationships are developed throughout childhood and teenhood that impact brand loyalty in this timespan and beyond.

Kate O’Loughlin, CEO of SuperAwesome, said: “The fragmentation of kids’ and teens’ digital behaviors continues to grow, yet the insights on how to engage them have been limited to rudimentary observations of what they interact with online – without understanding the WHY. We conducted this research to uncover the complex drivers of how brands can build real resonance with young audiences.”

Fandoms and Passions – What’s the Difference? 

Passions are hobbies or interests (think gaming, sports, or music). They’re important for self-discovery and shaping individual perspectives, and are primarily focused on the personal connection with an activity or interest. Tapping into passions gives an instant connection to young audiences on a personal level.

Fandoms can elevate this further by adding a social dimension. They’re built around community or consumable content that unites people (think particular video games, film franchises, or a musician, for example). They allow kids to be part of a collective, creating a sense of community and belonging. This shared experience strengthens their connection to the fandom and the brands that interact with them authentically.

How Important Are Fandoms and Passions Really? 

3 in 5 kids engage with their passions daily, and 56% of kids engage with their fandoms daily. On average, young people have 4 passions but only 2 fandoms at any given time due to the social and potential financial investment fandoms require. More than half (55%) of those surveyed said their top fandom had an enormous influence on their daily lives, rating its impact at least 9 out of 10.

How Do Fandoms and Passions Translate Into Engagement Opportunities with Gen Alpha & Gen Z? 

Young audiences are naturally drawn to brands that reflect their values: 74% say they feel more connected to brands that share their passions, while 73% feel more positive about brands that collaborate with something or someone they’re a fan of. Not every brand can create a fandom, but it is possible to leverage passions and collaborate with fandoms to maximize the potential of understanding and connecting with young people.

Kate O’Loughlin, CEO of SuperAwesome added: “With this research, making safe connections to Gen Alpha and Gen Z can be as sophisticated as they are. The ability to take an audience-based approach with youth – rooted in a comprehensive understanding of their values, passions and emotions – is a necessary leap forward to meet the challenge of engaging kids and teens as they rapidly evolve.”

The research highlights that brands that are looking to connect with youth audiences cross-platform can begin with understanding their deep interests, emotional engagement and commitment. 47% of respondents watch content (like on YouTube) and shows (on streaming platforms) related to their fandoms, plus 22% also play games, use apps or buy merchandise related to the fandoms too.

Far from trying to exclude brands from their fandoms and passions, the research shows that 67% of young people think brands could do more to connect with them. It’s up to brands to make sure they do this with a deep understanding of their audience, enabling them to engage with meaning and authenticity.

Download the full report at this link: superawesome.com/identities-fandoms-and-understanding-youth-audiences/

The post Fandoms and Passions: New SuperAwesome Research Demystifies Gen Alpha and Gen Z for Brands appeared first on European Gaming Industry News.

George Miller (Gyorgy Molnar) started his career in content marketing and has started working as an Editor/Content Manager for our company in 2016. George has acquired many experiences when it comes to interviews and newsworthy content becoming Head of Content in 2017. He is responsible for the news being shared on multiple websites that are part of the European Gaming Media Network.

Continue Reading
Advertisement
Prague Gaming & TECH Summit 2025 (25-26 March)
Click to comment

You must be logged in to post a comment Login

Leave a Reply

Latest News

BETBY CONTINUES UPWARD TRAJECTORY WITH SOLID Q3 2025 PERFORMANCE RESULTS

Published

on

Reading Time: 2 minutes

BETBY, a leading sportsbook supplier, has reported another strong quarter, with its Q3 2025 performance underlining consistent growth and sustained engagement across its global partner network. The results highlight the provider’s continued expansion, innovation, and ability to deliver competitive value to operators worldwide.

During the third quarter, BETBY’s sportsbook recorded a 56.07% year-on-year increase in Gross Gaming Revenue (GGR), a 24.92% rise in total bets placed, and a 19.45% increase in active players, aligning with the solid upward trend seen in the company’s H1 results.

Importantly, these results were achieved despite a non-idyllic September, which was marked by uncompetitive margins due to sporting outcomes. This resilience further underscores the company’s ability to maintain growth momentum even in unfavourable market conditions.

This performance further demonstrates the scalability and reliability of BETBY’s sportsbook solution, which continues to attract new partners and drive growth across regulated markets. The supplier’s investment in proprietary trading models, AI-powered tools, and tailored partner support remains central to its strategy.

Betby.Games, BETBY’s proprietary esports feed, also delivered a positive quarter, achieving an 8.43% year-on-year increase in Gross Gaming Revenue (GGR), a 6.18% rise in total bets placed, and an 11.85% growth in active players compared to the same period last year.

Leonid Pertsovskiy, Chief Executive Officer at BETBY, commented: “Q3 once again demonstrates the strength of our products and the trust we’ve built with our partners. We continue to deliver solid results across both sportsbook and esports verticals, driven by innovation, user-centric solutions, and our commitment to excellence. As we approach the end of the year, our focus remains on accelerating growth and reinforcing our position as a Tier-1 provider in the iGaming industry.”

To find out more about BETBY’s cutting-edge sportsbook solution visit booth 4045 during SiGMA Central Europe. Attendees will have the opportunity to engage with BETBY’s team, and discover how the company’s solutions and services can be their winning aspect for their iGaming project.

The post BETBY CONTINUES UPWARD TRAJECTORY WITH SOLID Q3 2025 PERFORMANCE RESULTS appeared first on European Gaming Industry News.

Continue Reading

Latest News

7Stars Partners Presents OnlySpins: A First-of-Its-Kind Casino With Advanced Gamification and Exclusive Playful Content

Published

on

7Stars Partners is proud to announce the launch of OnlySpinsa first-of-its-kind casino brand that redefines the gaming experience, where fantasy meets interactive storytelling.

A Unique Concept That Goes Beyond Traditional Play

OnlySpins is a fully gamified environment where players interact with real models, unlock exclusive moments, and progress through personalised storylines on a paradise island. Each location introduces a stunning model with her own character, photos, and videos — turning every journey into an immersive and rewarding experience.

Engagement Through Gamification

The core of the experience is the OnlySpins Slot Machine, where players use Energy to spin and trigger outcomes such as OnlyBucks, story progression, or mini-games. These mini-games add variety and chance-based excitement, rewarding players with additional currency, Collection Cards, and progress boosts.

Players can spend OnlyBucks to send gifts and go on dates with the models, unlocking exclusive real content and progressing the Affection Meter. Each interaction deepens the storyline and provides tangible casino rewards such as bonus money, free spins, or real cash. Completing collections of Cards tied to each model unlocks special videos and further rewards — ensuring ongoing engagement and motivation to continue playing.

Interactive Intimacy That Retains Players

What truly sets OnlySpins apart is its layer of real-time live chat with models. Players can subscribe to chat directly with real models, receiving personalized messages, photos, and videos. This creates a strong sense of exclusivity and intimacy, driving repeat engagement and loyalty beyond standard bonus mechanics.

Benefits for Partners

For affiliates and partners, OnlySpins represents a powerful new revenue opportunity:

  • Proven Conversion: The combination of slots, gamification, and exclusive-to-you content keeps players engaged and coming back for more fun.
  • Retention Beyond Bonuses: Story-driven progression, collections, and interactive chat extend player lifetime value.
  • Premium Brand Positioning: With stylish visuals and real model-driven storytelling, OnlySpins differentiates itself from all competitors.
  • Global Scalability: Mobile-first design, multilingual support, and flexible payments allow rapid expansion across GEOs.

OnlySpins is built to convert, retain, and scale,” said Krystal Tsiattalos, Head of Affiliates at 7Stars Partners. “It’s so much more than just a casino. This unique platform combines iGaming mechanics with exciting interactive entertainment, delivering measurable results for our partners. We believe this is the future of engagement in online gaming.”

About 7Stars Partners

7Stars Partners is a leader in the global iGaming affiliate industry, promoting innovative brands that merge entertainment, technology, and exceptional player experiences. With a growing portfolio of successful brands, the company continues to set new standards in retention, conversion, and partner growth.

OnlySpins is now live.

Partners can connect with the team today to learn how this groundbreaking brand can unlock new revenue opportunities.

Continue Reading

Latest News

Wazdan ready to exhibit as gain-focused partner and exhibitor at SiGMA Central Europe

Published

on

Reading Time: 2 minutes

Wazdan, the leading gain-focused developer, is ready to make its mark at the upcoming SiGMA Central Europe summit in Rome, taking place from 4th to 6th November at the Fiera Roma.

Italy represents one of Europe’s largest untapped online gambling markets, with total gambling revenue currently standing at an estimated €16 billion. Currently, only 25% of the market operates online, leaving €12 billion in offline revenue waiting to be unlocked.

Situated at stand 4040, Wazdan will be on hand to showcase the company’s Online gaining formula, featuring its captivating portfolio with over 250 certified games translated in more than 30 languages across 25 regulated markets.

Attendees will have the chance to experience the highly anticipated Mighty Wild: Gorilla release, while the recently launched Cash Grotto, 16 Coins x5000 and Mighty Crown: Legacy of Mars will also be on show, with all experiencing impressive early performances with the studio’s operator partners globally.

Turning attention to Wazdan’s industry-renowned network promotions, those in Rome will also benefit from invaluable insight into the upcoming multi-stage €6,000,000 Network Promotion, which has been built to secure long-term player retention rates during the busy festive period.

Beyond the product showcasing and prize giveaways, Wazdan views the summit as a key opportunity to strengthen regional partnerships and deepen its engagement with Italy’s thriving iGaming sector.

The event’s prominence on the global industry calendar makes it a natural fit for Wazdan’s ambitions to lead the way in compelling slot innovation and partner-focused growth.

Andrzej Hyla, Chief Commercial Officer at Wazdan, said: “SiGMA Central Europe is a fantastic opportunity to connect with partners and share how our Online gaining formula continues to drive measurable growth.

“We are delighted to be acting as a partner throughout the three-day summit, and look forward to shedding light on how our powerful game mechanics and retention tools can help partners accelerate their success in this dynamic market.”

The post Wazdan ready to exhibit as gain-focused partner and exhibitor at SiGMA Central Europe appeared first on European Gaming Industry News.

Continue Reading

Trending

EEGaming.org is part of HIPTHER, parent brand of various prominent news outlets and international conferences. These platforms and events span a wide range of industries, including Entertainment, Technology, Gaming and Gambling, Blockchain, Artificial Intelligence, Fintech, Quantum Technology, Legal Cannabis, Health and Lifestyle, VR/AR, eSports, and several others. This indicates that EEGaming.org is part of a larger network that focuses on a diverse array of sectors, particularly those related to cutting-edge technology and modern lifestyle trends.

Contact us: [email protected]

Editorial / PR Submissions: [email protected]

Copyright © 2015 - 2025 HIPTHER. All Rights Reserved. Registered in Romania under Proshirt SRL, Company number: 2134306, EU VAT ID: RO21343605. Office address: Blvd. 1 Decembrie 1918 nr.5, Targu Mures, Romania

We are constantly showing banners about important news regarding events and product launches. Please turn AdBlock off in order to see these areas.