Gen Z in UK boosts gaming spend by 21% amid mobile rise

New research from UNiDAYS indicates a significant increase in gaming expenditure among Gen Z students in the UK, revealing a 21% rise in monthly spending from the previous year.

The average UK student now spends GBP £48.00 monthly on gaming, up from GBP £39.80 last year. This contributes to a market worth GBP £279 million per month or GBP £3.4 billion annually. This escalation demonstrates a growing interest in gaming and provides insights into the technology and games that capture the attention of Gen Z students.

Based on a survey of 1,005 UK students, the study shows that gaming is universally participated in by this demographic. All respondents indicated they play video games, and 33% engage in daily gaming sessions. Students utilise multiple platforms, from mobile phones to full-sized consoles, suggesting an opportunity for growth and development in the tech and gaming industries.

Key findings from the research highlight an increase in average student gaming spend by 21% from GBP £39.80 in 2023 to GBP £48.00 in 2024. Additionally, one in ten students plans to spend over GBP £100 monthly on gaming in the upcoming year, while more than half expect to allocate at least GBP £10 per month.

Mobile gaming has emerged as the main platform, with 90% of students participating in mobile games occasionally and 30% engaging in mobile gaming daily due to its accessibility and convenience. Consequently, 64% of students have identified mobile phones as their primary gaming device, 42% prefer full-size consoles and 21% use handheld units such as the Nintendo Switch.

Over half of the students (57%) utilise two or more devices for gaming, reflecting a predilection for a mix of on-the-go and immersive gaming experiences. The most frequent combination used involves mobile and full-sized consoles, selected by 23% of students, while 11% rotate between handheld and full-sized consoles.

The types of games Gen Z students are inclined towards also vary. Party and puzzle games are preferred by 46% of respondents for their simplicity and social appeal. Action-adventure games attract 42% seeking more engaging experiences, while simulation and sports games are popular with 37%, followed by role-playing games (RPGs) at 35%.

Beyond entertainment, gaming also serves as a stress management tool, with 66% of students using video games to relax and unwind. Even as fun remains the primary motivation for 79% of students, there is a noticeable shift towards stress-free gaming, allowing shorter play sessions.

Mobile gaming's convenience has increased engagement, with 64% using mobile phones predominantly for gaming. This gaming mode supports flexibility and suits the lifestyle of Gen Z students, who value the ability to game on the go.

Despite the mobile trend, full-size consoles continue to appeal to students because they provide immersive gameplay. A significant 42% of students use these consoles, with 21% alternating between handheld devices like the Nintendo Switch.

As cross-platform gaming grows, so does the necessity for device compatibility. With 57% of students engaging with multiple platforms, the ease of switching from mobile for casual gaming to consoles for more intensive sessions is increasingly essential.

Juandre Bekker, Sales Director for Tech, Gaming and Banking at UNiDAYS, said, "Our research highlights the growing financial and emotional investment Gen Z students are making in gaming. As their monthly spending on gaming rises and their use of multiple devices increases, it's clear that this generation sees gaming as a central part of their daily lives. The preference for mobile gaming, in particular, shows that convenience is king—but the enduring popularity of consoles and cross-platform play suggests that students want a range of gaming experiences."