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

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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.

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7777 gaming secures certification in Colombia

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7777 gaming, a leading B2B casino games provider, has officially received certification for its innovative gaming content in Colombia, marking a significant milestone in the company’s global expansion.

With this certification, Colombian players and operators can access 7777 gaming’s exclusive portfolio, featuring some of its most engaging and high-performing titles, including Crazy 100 Bucks, Barbarian, Candy Anyways, Devil’s Deal Soul for Sale, and Club Mr. Luck. These games, known for their immersive gameplay and cutting-edge mechanics, are designed to elevate the online casino experience and drive higher engagement.

“As part of our commitment to expanding into regulated markets, obtaining certification in Colombia is a key step toward offering premium entertainment experiences to local players. Our certified games incorporate some of the most in-demand features, ensuring both excitement and rewarding gameplay,” said Asya Raykova, Partnership Manager at 7777 gaming.

7777 gaming’s certified games package includes some of the most sought-after features in the industry, such as:

  • MULTIPLIERS – A variety of multipliers that boost rewards and enhance excitement.
  • FREE SPINS – Special symbols that trigger a set number of free spins.
  • BONUS GAME – Uniquely crafted bonus rounds that provide extra gameplay opportunities.
  • BUY BONUS – Allows players to purchase direct access to bonus features.
  • GAMBLE – Enables players to risk their winnings for a chance to multiply them.
  • DOUBLE CHANCE – Doubles the odds of triggering a bonus feature.
  • EXPANDING REELS – Increases the number of symbols/reels, adding greater winning potential.

7777 gaming continues to expand its presence in regulated markets worldwide, bringing innovative and high-quality gaming content to new audiences. With this latest milestone in Colombia, the company is solidifying its reputation as a trusted partner for operators looking to enhance their casino offerings with next-generation gaming experiences.

About 7777 gaming:

7777 gaming is an innovative and data-driven B2B igaming provider, founded in 2020 with the mission to revolutionize and challenge the status quo in the industry by offering 360-degree platform, state-of-the-art online casino games, iLottery, Jackpot, and marketing solutions, draw-based games, scratch cards, and much more.

The product is built by a dedicated team of visionaries with over 20 years of experience. The games and the RNG are tested and compliant in several highly regulated jurisdictions worldwide. Besides, the company achieved and maintained ISO 27001 certification. 7777 gaming holds a gambling license in Bulgaria and Romania and an MGA Certificate to provide its online casino games to these markets.

7777 gaming is already partnering with the leading aggregators and platform providers in the igaming industry.

The post 7777 gaming secures certification in Colombia appeared first on European Gaming Industry News.

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Stake unveils new Stake Engine: Build. Launch. Earn. The Engine Is Yours

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Stake, the world’s largest online casino, today announced the launch of Stake Engine — a next-generation Remote Gaming Server (RGS) built to give developers the tools, infrastructure, and audience they need to succeed on their terms.

Backed by the technology behind 300 billion bets and a global community of over 20 million players, Stake Engine offers an instant path to revenue with full end-to-end game development tools and the most developer-friendly commercial model in iGaming: 10% GGR (Gross Gaming Revenue), paid monthly.

Whether you’re an indie creator or a full-scale studio, Stake Engine offers everything you need to build, deploy, and grow games on your terms.

Studios are already winning.
Over the past 12 months, games built on Stake Engine have generated $3.31 billion in turnover. In the most recent quarter, three titles ranked among Stake’s top 50 games by total bets: Massive Studio’s Jawsome at #17, Serpentina at #23, and Twist’s Samurai Dogs Unleashed at #25.

Who can build?
Any developer. From math devs and indie studios to full-stack teams, if you can design and deliver engaging games, you’re welcome here.

What can you build?
Anything your imagination allows. Slots, wheel mechanics, card-based logic, original IP, Stake Engine has no templates, no restrictions, and no gatekeeping. If it plays well and meets our standards, you can build it, launch it, and own it.

Why build on Stake Engine?
Stake Engine gives developers everything they need to launch faster, without the barriers that slow down traditional game development.

No need to build your own infrastructure, negotiate publisher deals, or spend months integrating with legacy Remote Gaming Servers (RGS). With Stake Engine, you can go from idea to live game in days.

Stake handles the infrastructure, distribution, and visibility, so you can focus on what matters: building great games. There’s no pitching, no storefront politics, and no delays.

Behind the scenes, Stake Engine powers everything with a full front-end SDK, integrated math engine, balancing toolkit, and real-time analytics dashboard — putting real performance data at your fingertips.

And once your game goes live, you get paid monthly, with 10% GGR royalties and zero lockups.

Proven at Scale

  • Over 300 billion bets placed on Stake

  • 10 billion monthly wagers processed

  • Stake is behind 4% of global Bitcoin transactions
    Capable of handling 1 million+ bets per second

    Stake Engine: Key Features

  • Stake Engine delivers unmatched scale and performance, supporting over 1 million bets per second and powered by the same infrastructure behind the world’s most popular crypto casino.

  • It offers a full end-to-end developer stack, including a front-end framework, integrated math engine, and balancing toolkit — everything needed to build rich, interactive games quickly and at scale.

  • Developers have complete creative freedom with no templates or restrictions. Build any game, upload it, and launch directly to Stake’s global audience.

  • Instant deployment tools allow developers to upload, test, and go live in minutes, with full versioning and real-time testing capabilities.

  • Stake Engine provides transparent analytics, offering real-time insights into game performance across players, markets, and engagement cohorts.

  • It features an industry-leading commercial model with 10% GGR perpetual royalties — the most aggressive terms in gaming, paid monthly without delays or hidden fees.

  • Stake Engine is built by developers, for developers. Created by the engineers behind some of iGaming’s top studios, it is focused on speed, control, and fixing everything broken about legacy game launch processes.

  • Stake also handles all positioning, marketing, and growth — giving developers full visibility and freeing them to focus purely on building great games.

Brais Pena, Chief Strategy Officer at Easygo, the technology powerhouse behind Stake, said: “Stake Engine is built for creators, with speed, freedom, and scale baked in.”

“Stake Engine is more than just infrastructure, it’s a launchpad for the next generation of iGaming creators. We’ve taken everything we’ve learned building the world’s most popular online casino and packaged it into a platform that removes barriers, unlocks creativity, and delivers scale from day one.”

“Stake Engine is what happens when the biggest operator in iGaming builds for the builders. It’s not just a platform. It’s our commitment to the next generation of game creators.”

The post Stake unveils new Stake Engine: Build. Launch. Earn. The Engine Is Yours appeared first on European Gaming Industry News.

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Lucky fan bags £25,000 thanks to Midnite as Mark Allen hits 147 at 2025 World Snooker Championship

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One lucky snooker fan won £25,000 thanks to Midnite as Mark Allen hit a 147 at the 2025 World Championship on Friday.

Brian Nicholls, 75, from Tamworth, signed up to the Midnite Maximum for Friday’s 10am session, which is giving one supporter from each session the chance to pocket £25,000 if they witness a maximum break at the Crucible in Sheffield.

And Brian could not believe his luck when Allen hit a 147 against Chris Wakelin in their Round 2 clash.

As a result, UK bookmaker Midnite, who is the official betting and casino partner of this year’s tournament, will be giving the big cash prize to Brian.

Commenting on his huge cash windfall, Brian said: “I can’t believe it, I’m over the moon. I just want to spend the money and enjoy it.

“It just doesn’t happen, does it? It was one in a million. And to watch that, the 147, I was shaking when he got to the last few colours. Just over the moon.

“I’m going to spend the money on a cruise. I’ll have to give my son, Ian, some because it was down to him, all of this. Then just enjoy it – it’s a lovely amount of money to just have drop on your lap. I just can’t believe it.”

Speaking about Allen’s 147 maximum break, a Midnite spokesperson added: “We promised one lucky snooker fan per session £25,000 if a 147 was hit at the 2025 World Championship – and we’re delighted to play our part in Brian’s big cash prize.

”Our competition is running throughout the whole tournament, with £25,000 up for grabs each time a player hits a 147, so if you’re at the Crucible, make sure you sign up to be in with a chance to win!”

Fans at the Crucible will continue to get the chance to win £25,000 as the Midnite Maximum giveaway will continue throughout the tournament right up until the final session on May 5.

The post Lucky fan bags £25,000 thanks to Midnite as Mark Allen hits 147 at 2025 World Snooker Championship appeared first on European Gaming Industry News.

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