Connect with us
Prague Gaming & TECH Summit 2025 (25-26 March)
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

Stretch Network Unveils Major Updates to Spin & Go Tournaments – Launching February 17!

Published

on

Reading Time: < 1 minute

 

Stretch Network is excited to announce upcoming changes to its Spin & Go tournaments, which are designed to elevate the player experience, boost engagement, and improve retention for operators.

The new updates are crafted in response to valuable player feedback and are aimed at optimizing the tournament structure and gameplay dynamics.

Here’s what’s changing:

  • Better Multiplier & Prize Structure – These adjustments will create a more dynamic and exciting game experience, keeping players engaged with every spin.
  • Lower Rake (Now 7%) – This reduction increases player value, ensuring more rewards and greater appeal to players.
  • Optimized Game Speed – With a 20BB starting stack, the tournament action will be quicker and more engaging.
  • Faster Blind Levels – The new 2-minute intervals for blind levels will enhance the pace of play, keeping tournaments thrilling and engaging.
  • Hold’em-Exclusive Format – The focus will now be solely on Hold’em, offering a more consistent and streamlined experience for players.
  • Simplified Navigation – The updated interface ensures a smoother user experience, making navigation seamless for players.
  • New Buy-In Tiers – Players can now choose from a broader range of buy-ins from €0.5 to €100, making the tournaments more accessible to players at every level.

These updates will drive better player retention, more frequent tournaments, and increased liquidity for operators. To complement the changes, Stretch Network will soon launch a special Spin & Go Challenge promotion, helping operators acquire and engage more players. Keep an eye out for more details!

For more information and partnership opportunities, contact Stretch Network today.

 

The post Stretch Network Unveils Major Updates to Spin & Go Tournaments – Launching February 17! appeared first on European Gaming Industry News.

Continue Reading

Latest News

CHESS GRANDMASTER MAXIME VACHIER-LAGRAVE SIGNS FOR TEAM VITALITY

Published

on

Reading Time: 3 minutes

 

Today, Team Vitality is delighted to announce Chess Grandmaster, Maxime ‘MVL’ Vachier-Lagrave as the club’s new professional chess player. The signing will see the French native represent Team Vitality on international competitive stages, strengthening the club’s competitive portfolio as well as participating in wider community activations, bridging together the global esports and chess community.

The signing follows Team Vitality identifying the competitive chess landscape as an incredible opportunity, experiencing an unprecedented global boom with millions of players and fans engaging with the game like never before. In 2023 alone, the Chess.com app was downloaded 80 million times, contributing to an astonishing one billion games played each month. The game’s influence extends beyond the board, with chess content amassing six billion views on YouTube, proving its growing impact in both competitive play and digital culture.

MVL, TEAM VITALITY’S NEW CHESS STAR

Considered one of the best chess players in the world, Maxime Vachier-Lagrave joins Team Vitality as a five-time winner of the Biel Grandmaster Tournament, a two-times winner of the prestigious Sinquefield Cup, and champion at the World Blitz Championship in 2021. He also notably achieved the title of Grandmaster at the age of 14 – making him one of the youngest Grandmasters in history at the time, before winning the Junior world championship title in 2009.

For most of his career, MVL has been ranked among the top 10 players in the world by the World Chess Federation (FIDE) and is widely recognised for his expertise in the Najdorf Sicilian and the Grünfeld Defense – two of the most complex and dynamic chess openings. Utilising his exceptional skills, analytical thinking and passion for chess, the signing will look to strengthen Team Vitality’s competitive portfolio while inspiring the next generation of chess players and fans alike.

Currently ranked World #7 in Rapid chess, MVL will be representing Team Vitality in the first leg of the 2025 Champions Chess Tour, the Chessable Masters and following the news that chess has officially joined the roster of games for the second iteration of the EWC, is hoping to compete on behalf of the club on stage in Saudi Arabia later this year.

“I’m absolutely thrilled to join Team Vitality for this new adventure in the world of esports! Competing for Team Vitality this year is an exciting challenge, and the two qualifying tournaments will be key milestones in my 2025 season for qualifying in the EWC. Seeing chess take its place alongside some of the biggest games in esports is incredible—it’s a fantastic opportunity to grow the game and inspire the next generation of players.” – Maxime ‘MVL’ Vachier-Lagrave” commented Maxime ‘MVL’ Vachier-Lagrave

CHESS TO BE REPRESENTED ON THE BIGGEST STAGE

Chess is one of the world’s most popular strategy games, with an estimated 600 million people playing the game regularly, and is now set to be a part of the biggest esports tournament- the Esports World Cup. Online chess has evolved significantly and gained a huge following, with online chess platforms boasting hundreds of millions of members. Fueled by the rising popularity of chess streamers on Twitch and YouTube, the tabletop game has been transformed from a classic game to an undeniable global phenomenon loved by people of all ages and backgrounds.

Bringing chess to the 2025 EWC allows the game to be showcased on the biggest stage and drives innovation and growth within its already vibrant ecosystem. The chess format at the tournament will be played in a rapid 10+0 format, which perfectly suits MVL’s gameplay strategy. Rapid time control is one of the most balanced formats of chess, offering players enough time to showcase their strategic brilliance while maintaining a fast pace that keeps the games exciting to watch.

With MVL looking to represent Team Vitality during the chess tournament at the EWC, the club is also set to compete in several other titles throughout the event, including CS2, Rocket League, and Mobile Legends: Bang Bang.

“We are thrilled to announce that Maxime Vachier-Lagrave has signed with Team Vitality and will be representing us at the Esports World Cup and beyond. As online chess continues to soar in popularity, we are proud to be part of this beloved game and honoured to team up with a French Grandmaster. Maxime is one of the best players in the world, and with his talent and determination, we do not doubt that together, we will bring home trophies. commented Danny Engels, Corporate Director of Global Operations at Team Vitality.

 

The post CHESS GRANDMASTER MAXIME VACHIER-LAGRAVE SIGNS FOR TEAM VITALITY appeared first on European Gaming Industry News.

Continue Reading

Latest News

March Mania parties at the Plaza Hotel & Casino

Published

on

Reading Time: < 1 minute

 

Games viewed on expansive LED video wall, tickets include unlimited draft beer

Thursday, March 20 through Saturday, March 22, the Plaza Hotel & Casino in downtown Las Vegas will host its annual March Mania viewing parties in its showroom, where the multi-game action can be viewed on an expansive 24-foot LED video wall. Doors open at 8 a.m. each day.

Single day tickets are $100 per person and include entry to a raffle, unlimited draft beer, two free well drinks, and unlimited soft drinks. Groups can reserve tables for up to four people. Attendees can bring in food from any dining outlet at the Plaza and place to go orders for food from Pop Up Pizza and Fresh Mexican Grill conveniently from their seat in the showroom.

All ticket prices are plus taxes and fees. Gratuity not included. Tickets can be purchased online: plazahotelcasino.com/entertainment/march-mania/.

Guests attending the March Mania parties can also save up to 20 percent on a two-night hotel stay at the Plaza. Reservations must be made online by March 16.

 

The post March Mania parties at the Plaza Hotel & Casino 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.