According to the most common definition, Generation Z, or Zoomers, are people born between 1997 and 2012. Te oldest members of this generation are already adults, have stable incomes, and have developed digital habits that shape their approach to betting.
A few years ago, most betting companies viewed esports as an additional segment. Operators added it to their betting lines more as a trend and a long-term opportunity than as a source of immediate profit. However, today, esports is a strong, standalone vertical with professional leagues, a packed competition calendar, and a global audience of millions with extremely high engagement levels.
For many members of Gen Z, watching tournaments in Counter-Strike, League of Legends, or Valorant is as natural as it was for their parents to watch football, basketball, hockey, and other traditional sports championships. Moreover, a significant share of this generation does not follow traditional sports at all, preferring more entertaining and engaging esports events. Why is this happening?
GEN Z HAS ITS OWN EXPECTATIONS FOR BETTING
Unlike millennials, born between 1981 and 1996, Gen Z grew up in an era of global digitalisation and is widely considered the first true generation of digital natives. From early childhood, Zoomers had access to computers, smartphones, social networks, media resources, and other online services. As a result, they quickly and easily adapt to even the most complex digital products.
For Gen Z, it is almost unthinkable to spend a long time without a smartphone in hand or internet access, since that is where they find literally everything – entertainment, communication, knowledge, and much more. At the same time, Zoomers prefer mobile interaction because of its convenience, fast access to content, and instant push notifications.
In a world of extremely fast digital speeds, they expect a seamless user experience and instant responses to any action. As a result, Gen Z has developed a “clip-based” way of thinking and prefers watching short videos rather than reading long texts, unlike previous generations.
Entertainment, content, and commerce exist naturally together in this space and complement each other. Te Internet removes geographic boundaries, so Gen Z does not limit their social circle to users and trends from their own region, which helps form a global mindset.
WHAT SETS GEN Z APART?
Gen Z sees social media not only as a place for entertainment and communication, but also as a tool for finding information, shopping, earning money, and making decisions. Entertainment, content, and commerce exist naturally together in this space and complement each other. Te Internet removes geographic boundaries, so Gen Z does not limit their social circle to users and trends from their own region, which helps form a global mindset.
Gradually, an ecosystem of online influencers emerged in this environment - influencers, streamers, and members of niche communities whose opinions and recommendations matter much more to Gen Z than large advertising campaigns from faceless brands. Tat is why integration with social platforms and streaming services is so important for the digital generation. Tey allow users to quickly like content they enjoy and instantly share it with friends and followers.
Gen Z expects a personalised approach from digital platforms, while also valuing transparency and control over their personal data. With a strong understanding of modern digital technologies, they do read privacy policies and actively use relevant digital tools.
Esports was one of the first forms of digital entertainment to demonstrate in practice how the adult Gen Z audience thinks – mobile-first, digital, and focused on visual content, community, and instant interaction. Today, it is no longer just a separate betting vertical but a way of testing ground for the future of the entire iGaming industry.
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