The reward(ed) generation: What Gen Z’s financial trends mean for your mobile games studio

Ben Cousens is chief strategy officer at ZBD

As the mobile gaming landscape evolves, one demographic has become impossible to ignore: Gen Z.

This cohort, born between 1997 and 2012, is not just the next generation of players but a driving force shaping how we think about rewards, payments, and engagement within digital spaces.

At ZBD, we recently commissioned Atomik Research to capture this generation’s financial behaviour. Surveying 2,000 Gen Z across the UK and US, we’ve found a generation that demands more from the platforms they engage with, especially when it comes to receiving value for their time and attention.

But what does this mean for your mobile games studio? We’ve broken it down below… 

Gen Z’s relationship with rewards

Gen Z’s expectations around rewards have fundamentally changed the way they interact with digital experiences. For this generation, rewards are not just an added bonus - they are expected as part of the transaction.

Whether they’re engaging with a retail app, using a payment platform, or playing a mobile game, Gen Z expects to be rewarded for their engagement and loyalty.

Almost all Gen Z respondents (91%) expressed interest in earning money by using apps and playing games, and 70% expect to earn rewards while doing so, whether in virtual currency, real-world cash, or other tangible benefits. In fact, for many, the act of earning rewards is a key motivator to continue playing and engaging with an app. 

Rather than relying solely on traditional in-game loot or achievements, there is a continued need to explore new, more flexible models that allow players to earn tangible, real-world rewards.

This shift aligns perfectly with Gen Z’s demand for meaningful rewards that extend beyond the games themselves, offering players greater value and recognition for their time and engagement in digital spaces.

The rewards landscape

When it comes to reward schemes, Gen Z has a preference for those that are both flexible and immediately beneficial. Loyalty points and cashback programs are among the most popular reward types, but reward apps and games - where players earn cash or gift cards for completing certain tasks - are also gaining traction.

This signals that Gen Z isn’t just looking for traditional rewards like discounts or points; they want something they can immediately redeem for real-world value.

As an industry, this underscores the importance of offering rewards that have tangible benefits outside the game itself. Whether it’s providing players with in-game items that can be traded for real-world goods or offering gift cards, discounts, or cash for certain achievements, multichannel rewards can help keep players engaged and loyal.

In this respect, mobile game studios are uniquely positioned to offer rewards that bridge the gap between the virtual world and the real one.

Flexible payment methods

Another key insight about Gen Z is their flexibility in payment methods. While digital-first payment solutions like payment apps and digital wallets are highly popular among Gen Z, this generation still regularly uses debit cards and cash.

In fact, more than half of Gen Z still relies on debit cards, and a significant portion uses cash for certain transactions. Payment apps like PayPal (45%) and digital wallets such as Google and Apple Pay (48%) also surpass the use of credit cards (41%).

It means the payment ecosystem we provide mobile players needs to be diverse. While today’s players aren’t putting tokens into their phones like yesterday’s arcade machines, developers should keep in mind that Gen Z players are likely to prefer traditional methods, such as debit cards or even cash, for specific types of transactions.

Offering multiple payment options within your game will ensure that players can engage in purchases in the way they feel most comfortable, reducing friction and increasing conversion rates.

Additionally, Gen Z has shown significant interest in Buy Now, Pay Later (BNPL) services, with over 70% using these services for items including small and large in-game purchases.

This preference points to a larger trend of financial flexibility, which could mean exploring BNPL integration for in-game purchases or premium content. By offering players the option to pay for content in instalments, the industry can increase accessibility and encourage larger purchases without putting undue financial strain on players.

Building trust with Gen Z

Gen Z is a generation that is both digitally savvy and cautious. Despite being native to digital platforms, they tend to be very selective about where they place their trust, particularly when it comes to financial transactions.

In fact, while Gen Z is generally comfortable using digital payment solutions, they remain highly concerned about data privacy and security. This caution underscores the importance of transparency and trust when it comes to integrating financial features into games.

To win Gen Z’s loyalty, it’s important to prioritise clear communication about how user data is handled and ensure that all payment processes are secure. When offering in-game purchases or rewards that involve real money or personal data, we must make sure players understand how their data is being protected.

Building trust with Gen Z in this area can set a studio apart from competitors, especially as players become more sensitive to the ways their personal information is used.

A reward-driven future for mobile games

Gen Z is reshaping the way we approach rewards, payments, and player engagement. This generation’s demand for meaningful rewards, flexibility in payment methods, and heightened concerns about data security require studios to rethink how they engage with players.

To meet the needs of Gen Z, we must prioritise multifaceted reward systems that offer tangible value outside of the game itself, integrate a wide range of payment options, and ensure transparency and trust in financial transactions.

By doing so, we can not only enhance player engagement but also foster long-term loyalty among one of the most influential generations in gaming.

As Gen Z continues to grow in both size and spending power, their expectations will only rise. By adapting to these changing dynamics and creating experiences that cater to Gen Z’s desire for value, flexibility, and trust, companies can stay ahead in the competitive mobile gaming market and build lasting relationships with their player base.

The future of mobile gaming is not just about entertainment - it’s about rewarding, engaging, and empowering players in ways that feel meaningful and sustainable.

We highlighted the Gen Z demographic and how it may impact the industry as one of the key takeaways at Pocket Gamer Connects London 2025.