Playing the Gen Z game

More popular than ever ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌   ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌   ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌   ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌   ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌   ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌   ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌   ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌   ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ 

Share this email Share this email on LinkedIn   Share this email on Twitter   Share this email on Facebook   CURATED READS FOR GEN Z—AND THEIR Z-CURIOUS COLLEAGUES Subscribe Click to get this newsletter weekly Welcome back! This week, we're talking games and gamification—what's your favorite?     FIRST UP Explore our reinforcement learning feature to read—and see—how AI works in games.  There's no denying that Gen Z loves games. As one of the first generations to grow up with modern computer gaming, we know it's here to stay—and now 70 percent of people under 25 prefer spending time gaming over watching videos.  The game industry is growing fast, and its digital worlds of cowboys, cute pastel animals, grand larceny, and more have drawn in almost three billion players and exceed $300 billion in value. Esports are picking up steam, often due to sponsorships or streaming, and a Microsoft exec said that gaming is "the most prevalent and fast-growing form of media on the planet."  Beyond consoles, the Wordle craze is part of a wave of quick phone games with a social aspect. The cultural component is huge. People want to connect with each other (and—more important—I want to show off in the group chat).  The trend of "gamification," or adding game elements into things that didn't start out as games, is also on the rise:  Getting real on social media. Gen Z's current favorite app, BeReal, prompts users to take two pictures and post them at a random time. It ditches filters for "real" pics, but it's also a race to post within the two minutes the app gives you to share your snaps.  Going on the prowl. I love combing through racks of thrifted clothes, in part for the thrill of the find—and that works online too, as gamification encourages customers to check back to online stores frequently for the chance of scoring a steal. The fashion industry is stepping into gaming ecosystems elsewhere too, with brands like Gucci teaming up with online platform Roblox. Watching an IRL health bar? An Icelandic health start-up interjects game elements into all its programs, including a special one for COVID, using the same dopamine rush games give you to get you involved in your well-being.  Booking a flight. Gen Z is huge on experiences, and the 65 percent (me included) who said they hoped to take a big vacation in 2022 are another win for gamification. Frequent-flyer programs are using tiers and points to keep customers booking, and even to encourage greener behavior.  WAIT, DON'T SCROLL Change the play. NFL-player-turned-actor Terry Crews chatted with us on how he redefined what it meant to be tough, and how collaboration on shows like Brooklyn Nine-Nine became more rewarding than competition.  Think like a lean, green machine. Sustainability start-ups that move quickly and boldly are changing the game on how organizations should go green. If you don't adapt, you might get left behind—here's what to learn from the start-ups on the edge.  Cut materials, not calories. With inflation and supply chain issues, manufacturers are turning to "skinny design"—a diet for their packing materials, not their people, as they shrink box size to lower costs. It's often good for the planet too.  visualize it Rather than looking outside the company, execs are leveling up their employees by training them on needed skills. Gaining skill points MY ROOKIE MOMENT "I remember telling him why he should switch his search engine from Alta Vista to this new thing called Google."   —Now-senior partner Richard Lee, recalling a time when a CEO asked him what was on the minds of young people Leaders need our insights too. As much as you might lean on senior colleagues, they can learn from you about what's coming next. What can you teach your own boss? (And, yes, I searched up Alta Vista too.)  Our My Rookie Moment series offers more wisdom from leaders on what they learned when they were our age.  WE'RE HIRING  Try Solve, an assessment game that helps McKinsey find great new talent  Search 500+ job openings  On our Careers Blog, two McKinsey hires share their experience with our recruiting game, Solve  Sign up for our free Careers Blog newsletter or 40+ other free alerts and newsletters   WHAT A COINCIDENCE, WE HAVE GAMES TOO Your latest McKinsey Crossword: The Kentucky Derby 11-Down: What the Kentucky Derby winner can win by also winning the Preakness Stakes and the Belmont Stakes. Can you solve it? Play now   — Edited by Sarah Skinner, Gen Z curation editor, New York Subscribe Click to get this newsletter weekly BACKTALK Have feedback or other ideas? We'd love to hear from you.  Tell us what you think Follow our thinking McKinsey Insights - Get our latest thinking on your iPhone, iPad, or Android. 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