The ZBD Gen Z Gamer Study describes a group of highly engaged U.S. gamers who generally reported modest monthly game spending, strong ties to creators and interest in Bitcoin rewards. Its findings are self-reported survey results—not proof that rewards change spending or advertising outcomes, and not a representative portrait of all Gen Z.
What the study surveyed—and what it can tell you
ZBD announced the study on May 15, 2024. GamesBeat described its sample as more than 2,000 U.S. gamers aged 18–25 who played video games at least one hour per day; ZBD’s announcement also describes more than 2,000 U.S. Gen Z gamers. The available summaries do not provide the sampling and recruitment details, field dates, weighting, response rate or complete questionnaire needed to assess how closely the respondents represent a wider population. GamesBeat’s report was published May 15, 2024, and updated June 18, 2025; ZBD’s announcement distributed by PR Newswire was published May 15, 2024.
That distinction matters for financial interpretation. The figures below describe what surveyed participants said about their habits and preferences. They should not be treated as population estimates for all young adults, all gamers, or all U.S. consumers.
Gaming time is high, but reported spending is usually below $60 a month
In the survey summaries, 65% of respondents said they played more than three hours a day. On spending, 53% said they spent at least $20 per month on games, while more than 85% said they spent less than $60 per month. The summaries also report that 54% had a gaming subscription. These are reported survey results, not independently validated measures of transaction data. GamesBeat
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The pattern is useful as a contrast, not as a contradiction: time spent playing does not automatically translate into high monthly game spending. The published summary does not break spending down sufficiently by platform, genre, income or other factors to establish what a typical gamer in any particular segment spends. It therefore cannot support a universal pricing or monetization conclusion.
Creators may shape brand trust, but platform use is not the same as influence
Seventy percent of respondents said they felt connected to creators. About two-thirds said a known creator’s engagement with a brand would make them trust that brand more; ZBD’s release reports 67% for that trust response. The survey summaries also report that about three in four used YouTube to engage with creators, around 60% used TikTok and Instagram, and one in four used Twitch. GamesBeat; ZBD
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These figures answer different questions. Feeling connected and saying a creator partnership could raise trust are stated attitudes; platform-use figures describe reported engagement channels. None, on its own, measures purchase conversion or proves that a creator endorsement caused a change in trust or buying behavior. ZBD’s release notes differences in creator-platform preferences by gender, but the available summary does not provide a complete set of subgroup figures to quantify those differences.
Brand collaborations and side hustles reflect stated openness
ZBD reported that 81% of respondents had played or would play a game based on a non-gaming brand. The wording combines past behavior with future willingness, so it should not be read as an adoption rate for branded games. The survey summaries also report that 70% had some form of side hustle. These results suggest potential areas of interest for brands and marketers, but they do not show how often respondents acted on those interests or how much money they earned. ZBD’s announcement; GamesBeat
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Bitcoin rewards: interest is not adoption or proof of better ad results
GamesBeat reported that 51% of respondents said they would be interested if their favorite games offered Bitcoin rewards, while 22% said they had no interest. Separately, 74% said they would be more receptive to in-game ads if rewarded with Bitcoin for their time. Both figures describe hypothetical responses, not actual Bitcoin use or a measured change in ad performance.
The survey summaries also report that around one-third of respondents owned some form of cryptocurrency. Of those crypto owners, 70% held Bitcoin—equivalent to 23% of the full respondent sample, according to GamesBeat. These ownership figures are distinct from willingness to receive rewards: interest in an offer does not mean a respondent already owns a wallet, can readily use a reward, or would continue using it.
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Ad attitudes were not uniformly positive. Forty-three percent said ads in games ruin the experience, while 50% said they did not mind ads in free games. The summary does not establish that adding Bitcoin rewards resolves that trade-off; nor does it report an experimental comparison of otherwise identical ads with and without rewards. GamesBeat; ZBD’s announcement
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What publishers, advertisers and consumers should take from it
For game publishers and advertisers
The survey offers a directional signal: this sample reported substantial play time, creator engagement and openness to certain brand or reward ideas, alongside generally limited monthly game spending. Those results may help generate questions for audience research or campaign testing. They do not establish that a Bitcoin reward will improve retention, engagement, monetization or ad effectiveness.
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GamesBeat quotes ZBD as saying that sharing 10%–25% of ad revenue with players can boost engagement, retention and monetization. The accessible report does not provide enough underlying methods or results to independently assess that causal and quantitative claim, so it should be understood as a ZBD claim rather than a general finding established by this survey. ZBD commissioned the study and sells a Bitcoin rewards platform, a commercial interest readers should keep in view when assessing its implications. GamesBeat
For individual readers
The findings are not personal-finance advice and do not show that earning Bitcoin through a game is equivalent to income, savings or a reliable investment. They measure survey respondents’ reported preferences, not the financial value, usability or risks of any particular rewards offer. Whether a reward is worthwhile depends on the offer’s terms and on the recipient’s own circumstances; the study does not evaluate those terms.
How to read the headline findings
- Spending: More than 85% of the surveyed group reportedly spent under $60 monthly on games; this is descriptive and not a spending benchmark for all Gen Z.
- Creators: Responses indicate reported connection and potential brand trust, not proof of sales impact.
- Bitcoin: The 51% and 74% results are hypothetical interest and ad receptivity, not observed adoption or campaign outcomes.
- Scope: The study is ZBD-sponsored, and the accessible summaries do not establish representativeness beyond the described sample.
In its announcement, ZBD Chief Strategy Officer Ben Cousens said: “It’s imperative for games industry companies, consumer brands and advertisers to understand how to communicate and engage with the most technologically plugged-in generation in history, which demands authenticity and fairness above all.” This is the company’s perspective on the findings, rather than an independently tested conclusion. ZBD’s May 15, 2024 announcement
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