How innovators use gamification to appeal to Generation Z

Generation Z – ages 10 to 25 – is the most tech-savvy, web-oriented, and connected group of consumers ever. They are increasingly driving consumer decisions and trends, and businesses are taking notice. Companies are constantly looking for ways to use technology to tap into and engage Gen Z’s interests.

Many of these trends are already becoming visible. For example, gaming and eSports are rapidly gaining popularity among Generation Z not only as a way to have fun and enjoy entertainment, but also to interact with others and even earn money. Companies are turning to gamification – using game-like mechanisms to engage users – to capitalize on this trend.

Another way innovators are using technology to appeal to Generation Z is through interactive content. Recent research shows that 90% of Gen Z use apps with interactive live video. Chat-based experiences are also growing in popularity.

To actually implement this kind of interactive experience, companies are using tools such as machine learning (ML) and augmented reality (AR).

ML creates competitive advantages

Explosive improvements in ML technology have taken place in recent years. With Gen Z acting as the “early adopters” of technology, companies that want to make their mark on the younger generations should take advantage.

OpenAI has led to advancements in natural language and image processing, and has virtually monopolized the tech media landscape with the recent releases of ChatGPT.

OpenAI isn’t the only lab driving innovation, and companies are turning to AutoML platforms from Google, Amazon, Microsoft and others to develop their own models. Research shows that companies using AI and ML outperform their peers and create competitive advantages.

One company using this ML technology is a stock photography and video platform Shutter stock. By using DALL-E 2, users can generate their own images and videos and convert their draft instructions into stunning visuals. Instead of going out and hiring a team of graphic designers, users can now create visuals themselves using the AI.

Another example comes out Concept. The note-taking software now uses ML to make the service more intuitive and useful, enabling users to generate content faster, more accurately, and with fewer errors.

These AI use cases are just scratching the surface, and leading investors that AI could soon replace therapists, game makers and even companions for the lonely. It won’t be the baby boomers or other older generations who take this lead, but rather Gen Z, who are already familiar with the technology and eager to explore new possibilities.

AR enhances digital experiences

From Snapchat filters to Apple’s ARKit, augmented reality (AR) is also growing in popularity among Gen Z. AR allows users to interact with a digital environment in a way that traditional media cannot.

This has led companies to use AR to create new interactive experiences that appeal to Gen Z. An example is the beauty industry, where companies use AR to let customers try on makeup before buying it.

Gen Z is also driving the emergence of the metaverse – a shared digital universe where people can create digital environments and interact with each other – through increased use of VR, AR and gaming.

Companies are already leveraging the metaverse and creating their own virtual stores and events. For example, Ikea creates virtual stores where customers can browse their products, and Nike creates virtual worlds to present their products.

Companies that can’t keep up with the rapidly changing technology landscape risk losing out to those that do. Those looking to grab Gen Z’s attention should keep abreast of the latest technology and trends and think about how to use them to their advantage. By doing this, companies can create experiences that are interactive, engaging and tailored to Gen Z interests.

Eugene Lisovskiy is co-founder and CEO of Level Up.