Why and How Zoomers are Breaking the iGaming Industry

In these challenging times for hiring, marketing, and traffic, I want to discuss with you the burning topic of ZOOMERS. Who are they, what have they brought to the industry, and why will the world never be the same?

Let's start with what this terrible youth word means. At some point, sociologists began to divide people into generations, assigning them certain traits, patterns of behavior, perceptions of the world, and other classifications

Wikipedia defines Zoomers, or more precisely Generation Z, as the first generation that has never known a world without the internet and computers, calling them “digital natives.” More specifically, these are people born between 2000 and 2011. The majority of those we are talking about are between 16 and 25 years old.

Marketers and advertisers, in turn, have begun studying the characteristics of generations to build ideal sales funnels based on each generation’s ways of consuming information and decision-making motivations.

For example, while millennials exhibit banner blindness and are not receptive to direct advertising, Zoomers surprise us even more with their discernment. They do not watch videos longer than 15 seconds, are indifferent to direct advertising, but they listen to opinion leaders and influencers. And we must adapt or die.

We must take these changes into account since Zoomers have entered the solvent category of the population. This means not only that they make up 15-35% of the workforce in each company, but also that they have become an important category of users, clients, and gamers. With their high incomes and growing influence, they are changing the rules of the game.

The first and most significant change is in the format and quantity of content. Zoomers cannot be shown the same ad 40 times. For boomers and millennials, repeated exposure creates a sense of trust in the familiar, but for Zoomers, it causes irritation. You must generate new, dynamic content constantly, using the latest tools for retaining attention — AI, trends, and opinion leaders. This means working with streamers and bloggers.

Streamers are at the peak of their popularity precisely because of this consumer group. Bloggers are now the best lead generators and salespeople. They showcase products through personal experience and tie their own reputation to them. By earning trust within this category, bloggers transfer that credibility to the products they promote. What we call “networking” in B2B and “word-of-mouth” in everyday life is known in B2C as “influence marketing”.

With the evolution of content and its delivery, related professions have gained popularity and expanded in scope. SMM managers have transformed into full-fledged creators and content makers, demanding appropriate recognition and remuneration for their work.

Previously, SMM specialists simply placed a few pre-made creatives on Instagram for pennies. Now, they are responsible for generating leads using one of the most powerful tools of modern marketing — social networks. They build funnels, develop strategies, set up targeted campaigns, and create high-quality, engaging content tailored to each audience segment and PR campaign.

This shift has made hiring more difficult. Employers seek strong specialists but are still reluctant to pay recent graduates salaries comparable to those of experienced product, affiliate, or account managers. Specialists rarely leave companies where they are valued and given opportunities for growth. As a result, employers must recruit young professionals and train them, hoping they won’t leave for a better offer in six months. Yet, because they are Zoomers, holding their attention remains a challenge.

Zoomers, once yesterday’s children, now make up 15-35% of the workforce in many companies. They are beginning to take on management roles and reshape business processes based on their beliefs. This means they are fundamentally altering systems they consider outdated or inefficient. And, surprisingly, it works. Their radically new approach is proving to be highly successful because it aligns with modern realities and evolves alongside them. The defining traits of Zoomers are adaptability and a rapid learning curve. They embrace change and adjust quickly to the unpredictable world around them. While Millennials and Gen Xers are still debating whether TikTok is even necessary, Zoomers have been driving high-conversion traffic from it for years.

Many affiliate marketing teams consist almost entirely of Zoomers. These individuals understand attention-grabbing techniques better than anyone because they themselves struggle with short attention spans.

They were born with smartphones in their hands, filming and editing videos since they were toddlers. For them, this is second nature — simple, intuitive, and routine.

As more Zoomers reach the consumer age category, the industry must adapt to their expectations. We will need to create more dynamic content, introduce gamification, leverage AI, and implement other innovative solutions. Otherwise, we risk losing the battle for consumer attention. “Change or die,” Zoomers tell us — and they are right.