DEPTH BEATS BREADTH
May 2021
Live Preview
Role: Cultural Strategy Lead
Challenge: How to understand and engage with Gen Z gamers across Turkey and Germany through the lens of identity and cultural belonging
The Cultural Tension
Through a year-long ethnographic study, we uncovered a fundamental shift in how Gen Z approaches gaming: where previous generations saw games as entertainment products, Gen Z sees them as spaces for identity construction and community belonging. This creates a fascinating tension between gaming as leisure activity and gaming as core identity marker.
The Research Approach
Our investigation spanned 12 months, employing multiple methodologies:
Longitudinal ethnographic tracking with cell members across Turkey and Germany
Monthly creative tasks exploring different aspects of identity and belonging
Deep-dive interviews on specific themes
Cultural analysis of gaming communities and spaces
Key research areas included:
Gen Z differentiation from previous generations
Heroes, icons, and tribal belonging
Stereotype navigation
Social media behaviour
PC and mobile gaming journeys
Brand partnerships and social currency
Diversity and inclusion
Theoretical Framework
Applying Stuart Hall's theories of cultural identity revealed how Gen Z gamers operate in what we might call a "third space" between fixed and fluid identities. This manifests in three key ways:
Identity as Process: "When I was a teenager, I thought I knew what I wanted from my life. But now, I am like, is this really what I want? My ideas change a lot. I am never the same person I was a month ago." - Duygu
Identity as Performance: "I'm Vera from Germany and I'm a Twitch Streamer, Gamer, Cosplayer, Dancer, Model, Actress, Singer, Youtuber and much more." - Vera
Identity as Community: "With more than 2500 hours on Tekken, you can easily say that this game is part of my identity. It is hard to find other things I think about than Tekken." - Billy
Cultural Pattern Recognition
We identified three fundamental shifts in how Gen Z approaches identity:
From Definition to Exploration:
Fixed to Changing
Singular to Multiple
Individual to Collaborative
From Consumption to Creation: "I downloaded TikTok as a joke at the beginning of the pandemic and now it is the only platform I am using. TikTok is for EVERYTHING." - Melis
From Gaming to Living: "I play games to go to places that I have never been to... there are endless possibilities which you can create yourself." - Rose
Strategic Translation
This understanding crystallized into four key principles for brands engaging with Gen Z gamers:
Create Space to Express
Allow for authentic self-representation
Enable community-led spaces
Recognize the complexity of identity
Identify the Overlaps
Understand cultural fluidity
Create meaningful partnerships
Bridge different passion points
Prioritize Authenticity
Move beyond marketing messages
Demonstrate real value
Build genuine connections
Respect the Meaning "It's not just a game... it's free therapy!" - Duygu
Cultural Impact
This isn't just about marketing games — it's about understanding how gaming has become a fundamental space for identity construction, community building, and emotional support for Gen Z. For many, games are:
Therapy spaces
Community builders
Identity markers
Economic opportunities
Cultural bridges
