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The gaming habits of Gen Z students are evolving rapidly, with a 21% monthly increase in UK students gaming spend from 2023 to 2024, according to new research from Unidays.
The average UK student now spends £48 per month on gaming, compared to £39.80 last year, contributing to a total market worth £279 million per month, or £3.4 billion annually.
Student affinity platform Unidays says this surge in spending signals not only a growing commitment to gaming but also key insights into the types of technology and games Gen Z students are investing in.
The Unidays Gen Z study, based on a survey of 1,005 UK students, reveals that gaming is not just a casual hobby for this demographic—100% of respondents play video games, and 33% game daily. From mobile phones to full-size consoles, students are engaging across multiple platforms, and brands in the tech and gaming industries stand to benefit from this increasing investment.
The research was commissioned by Unidays and conducted by its research panel ‘The Counsel’ in conjunction with QuMind in August 2024.
“Our research highlights the growing financial and emotional investment Gen Z students are making in gaming,” said Juandre Bekker, Sales Director for Tech, Gaming and Banking at Unidays.
“As their monthly spend 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.”
Key Findings from the UK students gaming spend study
- The average student gaming spend has increased by 21%, from £39.80 in 2023 to £48 in 2024
- One in ten students plan to spend over £100 monthly on gaming over the next year, with more than half expecting to spend at least £10 per month
- 90% of students play mobile games at least occasionally, with a third (30%) playing mobile games daily
- Mobile phones remain the dominant gaming device due to their accessibility and convenience, with 64% of students using them as their primary gaming platform. Consoles follow closely behind, with 42% using full-size consoles and 21% using handheld consoles like the Nintendo Switch.
- More than half of students (57%) use two or more devices for gaming, reflecting a demand for flexibility between on-the-go and immersive gaming experiences. The most popular combination is mobile and full-sized consoles, chosen by 23% of students, while 11% alternate between handheld and full-size consoles
Which game types are Gen Z playing?
Among the most popular genres for Gen Z students, 46% favour party and puzzle games, which are relatively easy to grasp and perfect for social gatherings. These games’ casual and low-commitment nature makes them ideal for students looking to engage with friends while playing.
Action-adventure games also hold strong appeal, with 42% of students opting for these immersive experiences. Simulation and sports games are close behind at 37%, while role-playing games (RPGs) attract 35% of the student gaming population.
Gaming isn’t just about fun for this generation. For many, it’s a key tool for relaxation and mental wellbeing. 66% of students use video games to relax and manage stress, making gaming a favoured outlet for unwinding after a busy day. Fun remains the primary motivator for 79% of students, but the preference for casual games that allow for shorter play sessions is growing. This shift towards stress-free, accessible gaming demonstrates why titles that offer flexible, enjoyable experiences continue to resonate with Gen Z.
Mobile gaming takes the lead
The convenience of mobile gaming is driving significant engagement among students, with 90% playing mobile games at least occasionally and 64% naming mobile phones as their predominant gaming device. The ability to game on the go, combined with the rise of mobile-friendly games, has made mobile phones an essential tool in Gen Z’s gaming ecosystem.
While mobile dominates, full-size consoles remain a stronghold for immersive experiences. 42% of students use consoles for gaming, with 21% also playing on handheld consoles like the Nintendo Switch, which combines portability with home-console power.
With 57% of students using more than one device to game, cross-platform compatibility is also increasingly important. Students value flexibility in how they game, often alternating between mobile devices for casual play and consoles for deeper, more immersive sessions
NSE and Unidays work together to ‘Lvl Up’ the British University Esports Championship
Earlier this month, UK university esports body NSE (National Student Esports) announced Unidays as its new headline sponsor.
Continuing on from last year, Unidays has also stepped up to become the headline sponsor of the British University Esports Championship. This had a record 113 universities participating in around 15,000 different matches across the 2023/24 academic year.
2,200 teams fought to be the best and crowned champions in the largest grassroots gaming community in the UK. As part of this headline partnership, Unidays will be heavily present throughout the 2024/25 championships.
The launch of sub-brand Lvl Up, has enabled Unidays to bring online and digital student communities together through their love of gaming. From hyper-casual to competitive gamers, students will be able to connect with their favourite publishers, brands and gaming organisations to enhance their day-to-day lives, according to a press release.
Alex Coulson, Managing Director at NSE, said: “We are incredibly excited to see Unidays step up as the headline partner for NSE. This partnership marks a new chapter in our journey to elevate the esports experience for students across the country. Unidays’ dedication to supporting student communities aligns perfectly with NSE values, and together, we are poised to create a more engaging and impactful environment for student gamers across the UK. We look forward to a brilliant future and the many opportunities this deeper partnership will bring for the NSE community.”
Juandre Bekker, Industry Leader (Tech) at Unidays, added: “We’re excited to take a significant step forward in our commitment to supporting NSE’s vibrant student gaming community. By launching our new Lvl Up brand and enhancing our relationship with NSE, we will further support the esports and gaming experience for university students, fostering a positive environment where talent and friendships can thrive. We look forward to working together to create unforgettable experiences and opportunities for university students across the UK.”
Former headline partner, Intel, will continue working with NSE, entering the sixth year of their partnership. NSE also works with major publishers including Nintendo, Riot Games, Ubisoft and Hoyoverse and also partners with other brands such as Monster Energy, Scan Computers, Pringles, SteelSeries and iiyama.
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Dom is an award-winning writer and finalist of the Esports Journalist of the Year 2023 award. He graduated from Bournemouth University with a 2:1 degree in Multi-Media Journalism in 2007.
As a long-time gamer having first picked up the NES controller in the late ’80s, he has written for a range of publications including GamesTM, Nintendo Official Magazine, industry publication MCV and others. He worked as head of content for the British Esports Federation up until February 2021, when he stepped back to work full-time on Esports News UK and offer esports consultancy and freelance services. Note: Dom still produces the British Esports newsletter on a freelance basis, so our coverage of British Esports is always kept simple – usually just covering the occasional press release – because of this conflict of interest.