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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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Spinomenal celebrates the holiday season with The North Star Express – Hold & Hit 3×3

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Leading iGaming content provider Spinomenal is celebrating  the holiday season by inviting players for a festive journey with The North Star Express – Hold & Hit 3×3.

Unfolding against a wintry backdrop, North Star Express arrives to present a fun, festive adventure as players race through snowy forests. Adding to the festivities is a feel-good soundtrack – a cheerful blend of seasonal notes and upbeat rhythms that keeps the mood uplifting.

An ornate golden pocket watch represents the Wild symbol and substitutes for all symbols except the Bonus and Bonus Collect. The North Star Express – Hold & Hit 3×3 features two Special Bonus symbols, the Bonus only lands on reels one and three, while the Bonus Collect lands only on reel two.

Players who unwrap the Bonus Collect along with one or more Bonus symbols, will launch the Bonus game. Symbols that triggered the feature remain in place during the move to the Bonus Game, which begins with three spins. During the feature, only Bonus symbols and Bonus Collect symbols can land on the reels. Each spin has the chance to award multipliers ranging from x1, x2, x5, x7, x10, and x15, as well as any of the in-game jackpots.

Every time a Bonus symbol hits, it is collected by all Bonus Collect symbols, disappearing from the reels while its value tops up the Bonus Collect symbol’s total. Each Bonus Symbol or Bonus Collect symbol returns the spin counter to three. The round finishes once three winless spins land or when the total collected winnings hit the maximum x5000 multiplier.

Grand, Major, Minor and Mini in-game Jackpot symbols have the chance to appear during the game and will launch the corresponding in-game Jackpot.

The Bonus Blast Feature can randomly activate, adding extra Bonus and Bonus Collect symbols to the reels to help trigger the Bonus Game.

A Bonus Collect symbol with one or more Bonus symbols, including in-game Jackpot symbols, that do not initiate the Bonus Game will collect the values and add to the total win.

Spinomenal CO-CEO, Omer Henya commented: “The North Star Express – Hold & Hit 3×3 arrives at the perfect time to deliver a fun, festive game for the holiday season. This new title brings joy and festive spirit in equal measure, giving players a ticket to ride the reels in search of jackpots and more.”

The post Spinomenal celebrates the holiday season with The North Star Express – Hold & Hit 3×3 appeared first on European Gaming Industry News.

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The SOFTSWISS Sportsbook Wins SiGMA South Asia Awards 2025

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The SOFTSWISS Sportsbook has been named Best Online Sportsbook Provider at the SiGMA South Asia Awards 2025. The awards ceremony took place on 30 November in Colombo, Sri Lanka, recognising outstanding achievement and meaningful contributions to the region’s iGaming landscape.

This award comes at a milestone moment for the SOFTSWISS Sportsbook, which has just marked its fifth anniversary. Built on a flexible, platform-agnostic architecture, the solution seamlessly integrates with any casino platform on the market in under 14 days.

Alexander Kamenetskyi, Head of SOFTSWISS Sportsbook, celebrates the milestone: “Winning Best Online Sportsbook Provider in South Asia is meaningful because it reflects the trust and results we deliver for operators in one of the world’s fastest-growing betting regions. Our priority is to give clients a stable, scalable platform backed by reliable technology and strong service support. This award shows that our approach works perfectly.”

Coming in the same year as the product’s fifth anniversary, this milestone follows a series of significant achievements in 2025, including:

  • The launch of the industry’s first Sportsbook Network Jackpot, with a prize of over 80,000 euro from a 166 euro combo bet with total odds of 4.38.
  • A major technical overhaul of API 2.0, enabling faster onboarding and more scalable integrations.
  • A renewed CMS, giving operators deeper control over content, branding, and event management.

Beyond daily operations, the SOFTSWISS Sportsbook team is actively shaping the future of the betting industry. In the recently released 2026 iGaming Trends report, the team shares its insights on emerging microtrends, including the rise of microbetting and the increasing integration of sportsbooks into online casino projects.

 

About SOFTSWISS

SOFTSWISS is an international technology company with over 15 years of experience in developing innovative solutions for the iGaming industry. SOFTSWISS provides comprehensive software for managing iGaming projects. The company’s product portfolio includes the Casino Platform, the Game Aggregator with over 36,700 casino games, Affilka Affiliate Platform, the Sportsbook Software and the Jackpot Aggregator. The expert team, based in Malta, Poland, and Georgia, counts over 2,000 employees.

The post The SOFTSWISS Sportsbook Wins SiGMA South Asia Awards 2025 appeared first on European Gaming Industry News.

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Just Slots Takes Centre Stage with New Circus-Themed Slot ‘Dynamo’s Show’

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Just Slots, the Malta-based iGaming software developer, has announced the exclusive launch of its newest title, Dynamo’s Show, available today on Gamdom and Stake. A full network release will follow on 11 December 2025. This vibrant new slot transforms the classic Hold & Collect experience into a full theatrical performance, inviting players into a colourful mechanical circus led by a charismatic robot ringmaster and his fearless hamster assistant.

Stepping inside the grand circus tent, players find themselves at the centre of an electrified show where numbers, movement and spectacle blend into one seamless performance. Dynamo’s Show combines nostalgic circus energy with a charming mechanical twist, creating a world filled with animation, personality and momentum. The robot ringmaster acts as the heart of the experience, reacting dynamically to anticipation moments, celebrating wins and guiding players through feature transitions with character and humour.

Building on Just Slots’ signature approach of evolving familiar mechanics into fresh, cinematic experiences, Dynamo’s Show expands the studio’s portfolio with a bold new direction. While its foundation is the classic Hold & Collect respin format, the game introduces a progression-based layer through its innovative Booster symbols. These Boosters charge meters between reels which, when filled, flip the mathematical operator from addition to multiplication. This shift dramatically elevates win potential and creates the kind of pivotal, high-drama turning points that resonate with streamers, bonus hunters and high-volatility players.

The climax of the bonus plays out in true theatrical fashion. Rather than revealing a total instantly, Dynamo’s Show performs the final calculation step by step, visually animating each operation to build tension and pace. This transparent, deliberately staged reveal was designed with streaming and shareable moments in mind, amplifying emotion as the sequence unfolds. With a max win of 25,000x, the game’s structure supports both explosive outcomes and consistently engaging feature pacing.

The artistic direction reinforces the showmanship at the core of the design. Bright colours, vintage circus motifs and polished character animation bring the world to life, while the mechanical elements and expressive ringmaster add personality and charm. The robot presenter physically embodies the game’s rhythm, stretching his mechanical neck to display remaining respins and reacting instantly to symbol drops, turning each spin into part of the unfolding performance.

Josué Agüero, Senior Game Producer at Just Slots, commented: “Dynamo’s Show began with the idea of creating a circus experience, but we wanted to add a unique twist. The robot presenter brings the world to life, guiding players through every stage of the feature and reacting dynamically to what happens on screen. It turns the gameplay into a real performance. We wanted players to feel like they’re part of a show, not just spinning reels, but watching a performance unfold.”

Dynamo’s Show continues Just Slots’ tradition of turning familiar mechanics into fresh new experiences. The title adds a bold, colourful theme to the studio’s portfolio, from the underwater intrigue of Fish Mafia to the mystical depths of Book of Lilith. The title will receive full post-launch support, including free spins, instant cash prizes and leaderboard events. A playable demo is available from today, inviting players to experience the spectacle first-hand.

The post Just Slots Takes Centre Stage with New Circus-Themed Slot ‘Dynamo’s Show’ appeared first on European Gaming Industry News.

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