Gen Z Escapes Reality with Overwhelming Immersion in Games?! Z-SOZOKEN (Gen Z Creativity Research Institute) Reveals Different Support Reasons for Nintendo (55%) and Sony (15%) in 5th Insight Summary.

Fiom LLC (Headquarters: Shibuya-ku, Tokyo, Representative: Yohei Takeshita), a creative company for Gen Z, operates Z-SOZOKEN (Gen Z Creativity Research Institute), a think tank where Gen Z individuals analyze their own realities and values. Z-SOZOKEN has independently released its fifth insight summary, deeply examining trends in the gaming industry from its latest research report, the "Brand Ranking Where Gen Z's Image Skyrocketed" across 19 categories including food, cosmetics, apparel, and entertainment, surveying 300 Gen Z individuals (ages 18-24) nationwide.

In recent years, free-to-play mobile games (social games) have become central to entertainment, intensifying the competition for disposable time. Marketing professionals in the game and entertainment industries are constantly grappling with "how to generate enthusiasm among Gen Z and get them to choose their content."

However, promotions that solely emphasize "convenience" or "time performance (ty-pa)," or methods that lure users with short-term login bonuses, are less likely to resonate with Gen Z, who possess high information literacy and seek "intrinsic fun." This often fails to foster long-term brand loyalty or passionate gameplay.

Against this backdrop, "Z-SOZOKEN (Gen Z Creativity Research Institute)," a research organization specializing in Gen Z, has selected the "gaming industry," which is closely intertwined with Gen Z culture, from the overall ranking results across 19 categories.

In an era where smartphones can do anything, the reality is that modern Gen Z's demands from game brands have clearly bifurcated and evolved into "experiences that induce real-life communication" and "escapism through overwhelming immersion." This insight, along with the underlying psychology, is analyzed and presented from a novel and unique perspective.

Decoding Unique Insights into "Gen Z's Game Brand Evaluation"

This survey's gaming industry segment revealed that Gen Z finds completely different values in brands: "tools for playing together" and "experiences for immersive solo play."

・Nintendo, the Champion of Communication Infrastructure, Secures a Dominant 1st Place with Over Half the Support (Image Improved: 55%)

Nintendo was the brand with the most improved image. It has solidified its position not just as a game console, but as a "fail-safe communication tool" when friends or partners gather.

・Sony, Offering Overwhelming Immersion, Follows in 2nd Place (Image Improved: 15%)

Sony (PlayStation) ranked second. Its high-definition graphics and high-spec experiences, unattainable on smartphones, garner strong support from Gen Z seeking "high-quality escapism" completely detached from daily life.

・Square Enix, with Visual Beauty and Emotional Experiences, Ranks 3rd (Image Improved: 11%)

Square Enix followed in third place. Represented by titles like FF and Dragon Quest, its storytelling cultivated over many years and stunning visuals are highly regarded as "immersive entertainment consumption akin to watching a movie."

【Research Report Commentary】Detailed Ranking and Deep Analysis of the "Gaming Industry"

Based on the data in the main report, we delve deeper into the real values Gen Z holds for game brands and the marketing hints that companies should glean from them.

1st Place: Nintendo (Image Improved: 55% / Image Skyrocketed Most: 47%)

As exemplified by the comment, "All Switch games are great, and they always liven things up when friends and family get together!" (21 years old / University student / Hyogo Prefecture), the biggest reason for Nintendo's overwhelming support, securing over half the votes, is its elevation of games from mere entertainment to the "ultimate real-life communication tool." For Gen Z, accustomed to online connections, the "guaranteed experience of playing together and laughing" when gathering offline holds immense value. The "overwhelming sense of security and reliability" in titles like Mario Kart and Super Smash Bros., where anyone can intuitively have fun regardless of skill level, supports Nintendo's absolute brand power.

2nd Place: Sony (Image Improved: 15% / Image Skyrocketed Most: 6%)

As stated in the comment, "The graphics on PS5 are too beautiful, and the immersive gaming experience is addictive" (23 years old / Working adult / Tokyo), Sony functions as a receptacle for Gen Z's "desire for ultimate immersion and escapism." While Gen Z prefers short-form videos like TikTok due to their emphasis on time performance, they also harbor a strong desire to "lose track of time and immerse themselves in something." The high-spec visual experience and controller haptic feedback of the PS5, which cannot be replicated on a smartphone screen, serve as "high-quality digital detox" to disconnect their minds from information-overloaded daily lives, earning high praise for its premium experiential value.

3rd Place: Square Enix (Image Improved: 11%)

As indicated by comments like, "Titles like FF and Dragon Quest have intricate visuals and stories that are deeply moving" (24 years old / Working adult / Kanagawa Prefecture), Square Enix positions itself not just as a game maker, but as the "pinnacle of immersive storytelling." For Gen Z, the experience of playing a well-crafted RPG is synonymous with "high-quality entertainment consumption," akin to binge-watching a long movie or drama series. Furthermore, the ability to share the emotions and analyses on social media and engage with like-minded fan communities is a powerful weapon for fostering long-term brand loyalty and passion.

Survey Overview

Survey Name: Brand Ranking Where Gen Z's Image Skyrocketed

Target Audience: Gen Z nationwide (ages 18-24)

Survey Period: September 2025

Survey Method: Online questionnaire survey

Valid Responses: n=300

Survey Analysis: Z-SOZOKEN (Gen Z Creativity Research Institute) (Operated by: Fiom LLC)

Usage Conditions

Please credit "Fiom LLC" as the source of information.

Download the Complete Research Report (51 Pages) for Free

The content introduced here is an excerpt from the 19 categories and only a small part of the research report.

The full report includes the complete "Image Skyrocketing Ranking" for all 19 industries, including the gaming industry featured in this release, as well as SNS, apparel, cosmetics, food, retail stores, cafes, travel, e-commerce, education, video streaming, music/theater, finance, and sustainability.

Furthermore, it provides a multifaceted analysis of specific brands whose image has "declined" and the critical factors behind it, along with candid opinions from Gen Z.

It is packed with real Gen Z insights that can be immediately applied to your brand strategy and communication measures starting tomorrow.

If you are even slightly interested, please download and utilize it from the link below.

Comment from the Director of Z-SOZOKEN

◆Yohei Takeshita

Director, Z-SOZOKEN (Gen Z Creativity Research Institute)

CEO, Fiom LLC

Born in 2005. Established Fiom LLC in October 2021. With a mission to maximize the creativity of Gen Z creators, the company engages in communication production and research & planning services for Gen Z, by Gen Z. Has supported a wide range of organizations, from listed companies and large corporations to SMEs, ventures, startups, and government bodies. Leverages Gen Z creativity to provide one-stop support from upstream design to production and operation of advertising communications for Gen Z.

"The idea that Gen Z only plays mobile games and prioritizes time performance, thus not playing long games, is a complete misconception by adults."

The ranking of Nintendo and Sony, highlighted in this fifth insight summary, proves that Gen Z's approach to entertainment consumption has completely shifted from a phase of "just wanting something easy to kill time" to a phase of discerningly evaluating "communication tools for real-life excitement with friends" or "premium immersive experiences unattainable on smartphones."

To increase engagement with Gen Z, companies cannot simply promote convenience indiscriminately.

Companies that can deeply resonate with the "fundamental desires for entertainment" of their target audience, such as Nintendo, which offers "reliable fun that aligns with their "fear of failure" psychology," or Sony, which provides "overwhelming high specs to make them forget their daily lives," are the ones that can "skyrocket" their brand image.

"Gen Z Research Menu" for Discovering Real Insights by Gen Z Individuals

Z-SOZOKEN offers a "Gen Z Research Menu" where Gen Z researchers directly handle projects tailored to corporate challenges, going beyond independent research like the one introduced in this release.

Instead of external observation-based research using adult standards, it achieves "synchronization of enthusiasm" as individuals living in the same era as the target audience, uncovering deep psychology and context invisible in superficial surveys. It defines the "necessity" for your brand to be chosen by Gen Z.

【Service Plans (Partial Excerpt)】

・Z-SOZOKEN Market Research Plan (Standard Menu)

Conducts hypothesis formulation, quantitative surveys, and qualitative interviews to create and deliver an original research report that unravels the reality.

・Z-SOZOKEN Insight Research Plan (Standard Menu)

In addition to market research, it provides end-to-end support, including in-depth research and integrated PR support (press release distribution) for making issues widely known.

・Customized Research by Objective (Single Menu)

Proposes the optimal approach tailored to your objectives, such as in-depth interviews, group interviews, nationwide quantitative surveys, and evaluation/improvement of existing creative content from a Gen Z perspective.

Specific pricing, schedules, and deliverables for each plan are exclusively available within the service brochure. Companies facing challenges in Gen Z marketing research or customer understanding are encouraged to download the brochure from the link below for details.

For Those Struggling with Appeals to Gen Z

"Don't know how to promote entertainment and games that resonate with Gen Z."

"Appealing to convenience doesn't increase passionate brand fans."

To all managers who felt this way after seeing the results of this survey.

Our company is a creative company specializing in Gen Z, composed entirely of Gen Z members.

We provide one-stop integrated support, from marketing research, strategy design, planning, production, to operation, utilizing Gen Z's unique sensibilities and perspectives.

Please feel free to contact us if you are having trouble with marketing/branding for Gen Z or young audiences.

https://fiom-llc.studio.site/contact

About "Z-SOZOKEN (Gen Z Creativity Research Institute)"

Creating the Future with Gen Z's Creativity. A Next-Generation Think Tank Specializing in Gen Z.

"Z-SOZOKEN" is a next-generation think tank specializing in Gen Z, operated by Fiom LLC, a creative company for Gen Z. It unearths and explores new insights through analysis from the perspective of Gen Z peers.

Gen Z individuals grasp and analyze the realities and values of Gen Z from various viewpoints.

It deciphers the unknown culture of Gen Z, at the forefront of the times, and explores new values that will lead the era.

Provides practical marketing information that can be utilized for communication and promotion design that resonates with Gen Z, centered on empathy, from a real Gen Z perspective.

Official Website: https://z-sozoken.studio.site

About Fiom LLC

A Creative Company Specializing in Gen Z, by Gen Z

A creative company specializing in Gen Z, composed entirely of Gen Z members.

Implements a Gen Z-centric approach based on Gen Z's creativity.

Provides execution support from upstream design to production and operation of advertising communications for Gen Z.

A creative company that leverages the sensibilities of Gen Z, at the forefront of the times.

Company Name: Fiom LLC
Address: Kuwano Bldg. 2F, 6-23-4 Jingumae, Shibuya-ku, Tokyo
Established: October 15, 2021
Representative: Yohei Takeshita
HP: https://fiom-llc.studio.site

Inquiries Regarding This Matter

Email: info@fiomllc.com
Inquiry Form: https://fiom-llc.studio.site/contact