As more Gen Z players reach the legal gambling age, igaming operators and developers are looking for ways to appeal to this new generation of savvy players. While some developers are trying to ‘wow’ these prospective new players by introducing them to a new paradigm of gaming, Giorgi Tsutskiridze, chief commercial officer of SPRIBE, believes in a more straightforward approach, which includes providing a wider array of games with simple gameplay, mobile-optimised experiences, and engaging social elements, outlining crash games as a prime example of this concept.
“Unlike Millennials and older generations, who might lean more towards traditional casino games like slots and poker, Gen Z gravitates towards social and multiplayer elements, such as games with real-time interaction, leaderboards, and personalised experiences.”
Traditional casino games that have always proven popular with millennials are now seeing less and less love from younger players who grew up as digital natives and don’t have time to wait for slow loading times and slower-paced games. Tsutskiridze believes “instant gratification” is crucial to keeping these younger players’ attention.
Rather than playing games that have long and complicated rulebooks, Gen Z players are looking for games where the “mechanics are super simple.” Tsutskiridze believes that’s the appeal of crash games like Aviator; it’s a game you can explain in just a few lines, and getting submerged into gameplay takes minutes and doesn’t require hours of learning rules and practising.
“Imagine you’re in control of a plane, and every second it flies, the potential for winning big gets better. Your goal? Cash out before the plane crashes. Sounds simple, right? But here’s where it gets exciting—you never know when it’ll crash, so you’re constantly weighing whether to play it safe or go for the big win. You can also see how your friends are doing, chat with them in real time, and even watch them win—or lose—all at once. It’s fast, it’s social, and it’s packed with edge-of-your-seat excitement!”
While the gameplay is simple, SPRIBE also tries to give Gen Z an element of control. Crash games are an excellent example of this, according to Tsutskiridze, as they give customers the choice of when to cash out. “Do you take the safe route or risk it all for bigger rewards? That kind of empowered decision-making is what draws them in.”
Most Gen Z players consume media on mobile devices, from news to television shows, and Tsutskiridze insists that online gambling is no different. “For Gen Z, mobile isn’t just a preference – it’s a lifestyle.”
Data from H2 Gambling Captial backs up his point, with more than 50% of gross gaming wins in Europe coming from the mobile igaming market. Additionally, as Gen Z and more digital natives start gambling, mobile gambling is expected to increase, estimated to grow 14.9% annually across the globe.
As digital natives, Gen Z gamblers are accustomed to using platforms that load instantly without lag. Therefore, part of SPRIBE’s game development process ensures every title is designed for mobile devices first, rather than developing a desktop game and cramming it onto a mobile screen. Many online slots and table games are created this way, which may be another reason Gen Z players are attracted to more modern experiences like crash games.
SPRIBE delivers this mobile-first philosophy across any platform, so it doesn’t matter what device is used. Gen Z players aren’t tied down to only using Wi-Fi to play casino games, with many accessing entertainment on the move using mobile data. Tsutskiridze notes that SPRIBE’s cloud-based infrastructure powers its crash games, which works smoothly on mobile data and Wi-Fi.
In addition to building a mobile-first experience that keeps gameplay simple, the most successful gaming operators with Gen Z players put emphasis on making gameplay engaging and immersive while placing a focus on social elements.
“What really sets crash games apart is the social interaction—leaderboards, live chats, and real-time competition make them feel like they’re part of a gaming community, not just sitting in isolation,” Tsutskiridze says.
Live chat is included in many SPRIBE games, like Aviator, where everyone plays the same game with one plane available to every player. Therefore, players enjoy the same experience and discuss what’s happening, whether they hit big wins or narrowly miss out. In addition, leaderboards demonstrate the players that just hit the latest wins and integrate with real-time competitions, where those that score the most wins can pick up additional prizes.
While integrating social elements like chats and leaderboards is one way to keep players engaged, it may not attract Gen Z players in the first place. SPRIBE reaches out to this generation of players by meeting them “where they already are—social media.”
According to Tsutskiridze, modern social media platforms like YouTube, TikTok, and Instagram are all about “visual storytelling”, and younger players are attracted to content that feels more authentic.
SPRIBE is using influencer partnerships to share short clips of popular games like Aviator, where other players can see intense gameplay and multipliers rising. This helps demonstrate how simple the game is and attracts them to try it themselves.
Additionally, Tsutskiridze explains how beneficial cross-platform advertising is for companies that supply similar experiences that are “full of adrenaline and high-stakes action” in other fields such as sports. He cited SPRIBE’s partnership with the UFC with branding appearing during fights around and in the octagon and using UFC brand ambassadors to “add an extra layer of authenticity and excitement.”
Social media engagement is also a key part of SPRIBE’s strategy to build a community around these games so Gen Z players can “feel part of a tribe. “
Another critical area crucial to attracting Gen Z to new games is personalisation. According to Tsutskiridze, “Gen Z craves a tailor-made experience”. So, how do you provide a personalised experience through a game that thousands of people play? SPRIBE games allow players to customise game elements, including avatars and game interfaces. Additionally, SPRIBE will offer rewards and bonuses based on past gaming activity, which Tsutskiridze suggested makes “every interaction feel meaningful and unique.”
For Gen Z, Tsutskiridze says these rewards need to be “fast-paced.” He referenced data collected by SPRIBE that suggests Gen Z gaming sessions are shorter, and so providing these rewards quickly suits their gambling preferences. That’s why SPRIBE looks past metrics like session length and focuses on frequency and retention rates to reflect the new generation’s gaming tendencies when tracking the success of games like Aviator.
SPRIBE is always looking to stay ahead of the curve, and Tsutskiridze mentioned a few avenues the company is looking at to grow and improve its crash games in the future. Some of these are related to increasing customisation options through purchasable avatars, game themes, and virtual goods, which Tsutskiridze described as “huge” for the game’s future.
However, there are plenty of other innovations in other areas, including adding more social features that will make crash games more competitive or collaborative. In particular, Tsutskiridze suggested that the growth of team-based crash games and the integration of more tournaments are part of a shift in the gaming industry to appeal to Gen Z as well as a more immersive delivery.
“We’re definitely moving towards more immersive experiences, and I think AR/VR integration is the next big step. Imagine playing a crash game like Aviator, where you feel like you’re actually in the cockpit, watching the plane take off in 3D. That’s the kind of experience that’ll blow Gen Z away.”
As authenticity and transparency are key parts of SPRIBE’s strategy to appeal to Gen Z players, this approach extends to how it delivers responsible gambling with its crash games. Tsutskiridze described the tools available through crash games, such as spending and time limits.
Additionally, SPRIBE avoids misleading information about game mechanics and odds, providing clear and easy-to-find information before players start playing. As “Gen Z really values responsibility and transparency,” this clarity protects players and works as an effective, ethical marketing strategy.
Tsutskiridze summed it up as “no exaggerated claims, no misleading promotions, just honest gaming.”
