Nakiti Generations

Rather than spend money on cocktails or cigarettes, millennials and younger generations are turning to Pokémon cards to cope with stress

As part of its 30th anniversary celebrations, IGN Entertainment has launched a new audience survey designed to uncover what makes its global community distinct from the wider entertainment market. The initiative builds on the recently completed “Generations in Play Audience Insights Study,” conducted in partnership with UC Berkeley and Kantar, which surveyed 6,250 entertainment consumers across North America, Australia and the UK. Focusing on Gen X, Millennials, and Gen Z audiences who grew up alongside IGN, the study explored how modern consumers discover, engage with, and place trust in ente