A Generation Setting the Trend
According to the first study on gaming consumption habits in Mexico and Latin America, conducted by Cheil Mexico, millennials make up more than half of the gaming community in the country, with a participation rate 56% higher than Generation Z.
This group, consisting of individuals born between 1983 and 1994, has established a long-term relationship with video games. More than half of the male gamers have played for over a decade and remain loyal to franchises they’ve followed for years, while women show greater openness to trying new game proposals.
How Millennials Play
Although 58% of gamers in Mexico consider themselves casual players, millennials dedicate more time to gaming than younger generations, with averages exceeding two hours daily and up to 20 hours weekly for hardcore players.
They prefer combining platforms based on the type of experience they seek: mobile devices and consoles like PlayStation and Xbox are most used, but they also turn to PCs for more immersive or team-based games.
Action, adventure, and shooter titles rank among their favorites, followed by racing and strategy games. In contrast, sports games are less popular despite Mexico’s strong sports culture.
What They Expect from Brands and the Gaming Ecosystem
For millennials, gaming is not just entertainment but also a space for socialization and personal expression.
More than half enjoy the presence of brands within the gaming universe, as long as their integration is organic and adds value. Millennials are critical and demand experiences that transcend the screen, encouraging real-life togetherness and offering tangible rewards.
In-game purchases have become a common practice: from character customization to exclusive content access. Their educational and socioeconomic level gives them greater capacity to invest in games, but also makes them more demanding regarding content quality and marketing relevance.
An Opportunity for the Industry
Millennials’ dominance in Mexico’s gaming scene presents an opportunity for brands, developers, and content creators looking to connect with this audience.
Experiences must be intelligent, challenging, and meaningful. Simply ads or sponsorships are not enough; they expect narratives that engage them and proposals that elevate the standard of what gaming means.
As one of the region’s leading gaming markets, Mexico will continue to serve as a testing ground for understanding how millennials’ preferences evolve.
Key Questions and Answers
- Who are the millennials in Mexico’s gaming scene? Millennials, born between 1983 and 1994, make up more than half of Mexico’s gaming community.
- How do millennials approach gaming? They prioritize complex game mechanics over emotional connections with characters, dedicating significant time to gaming and combining platforms based on desired experiences.
- What do millennials expect from gaming brands? They appreciate organic brand integration, value-adding experiences, and are open to in-game purchases. Their higher socioeconomic status makes them more inclined to invest in games but also more discerning about content quality and marketing relevance.
- What opportunities do millennials present for the gaming industry? Their dominance in Mexico’s gaming scene offers a chance for brands, developers, and content creators to craft intelligent, challenging, and meaningful experiences that resonate with this audience.
