351. YPulse. Level Up Your Marketing Game.
MaryLeigh Bliss
February 20, 2025
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In this episode MaryLeigh Bliss, Chief Content Officer of YPulse, the leading authority on Gen Z and Millennial opinions and behaviors, discusses YPulse's latest reports on media consumption and marketing/gaming trends, revealing crucial insights into connecting with young consumers. Today's youth are constantly entertained, but unlike previous generations, they have a vast array of options. MaryLeigh sheds light on how brands can effectively engage this dynamic audience in the ever-evolving landscape of gaming and media.
key takeaways:
Gaming is universal: 97% of 13-39 year olds play video or mobile games, with mobile gaming being the most popular (94%).
Young consumers welcome in-game marketing: 56% of 13-39 year olds believe all brands should be involved in video games. They often feel it enhances their gaming experience.
Memorable brand experiences: Young consumers recalled brands like Nike, IKEA, and Adidas for their in-game activations, especially those that offered avatar products or unique experiences.
Diverse in-game marketing tactics work: Young people are receptive to rewards, discounts, sponsored challenges, branded skins, in-game events, mini-games, virtual goods, and emotes.
Social media is king: Social media is where young people pay attention to brand marketing, followed by streaming services and then video games.
New content is preferred: 62% of 13-39 year olds prefer watching new shows over rewatching familiar ones.
Social media drives entertainment engagement: Many young people start watching a movie or TV show because they saw it on social media.
In-person experiences are valued: 76% of young people are interested in brands creating in-person experiences based on games.
Virtual experiences are best as pop-ups: The majority prefer temporary or limited-time virtual experiences over permanent ones.
YPulse is the leading authority on Millennials and Gen Z: tweens, teens, college students and young adults. They provide strategic insight to companies and organizations via their subscription-based syndicated research content as well as their custom research and consulting services. Staffed with a cross-functional team of researchers, marketers, writers, and technologists, they give their clients a 360-degree view of what it’s like to be a Millennial or Gen Z today.
As Chief Content Officer, MaryLeigh Bliss oversees YPulse’s syndicated products. Her role also involves acting as a culture and youth insights expert, consulting with brands to identify actionable insights, align young consumer strategy, and layer generational and youth knowledge over data findings.
MaryLeigh has worked with a range of brands, including Facebook, Hampton, Bravo, HBO, Target, Best Buy, and Gap, and has been quoted as a youth insights authority by publications including The New York Times, Digiday, Business Insider, and Adweek. She has appeared as a Gen Z and Millennial expert on Bloomberg News, Fortune, and NPR Marketplace, and been a speaker at many off-sites and conferences. MaryLeigh’s interest in youth culture originated from her love of YA literature and pop culture anthropology, and she is continuing her passion for decoding and demystifying the next generations of consumers at YPulse.
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MaryLeigh Bliss
YPulse