South Africa, May 28 -- Harder to reach through conventional means, but highly responsive when brands show up with genuine relevance, this generation is becoming increasingly complex to connect with. Social platforms dominate discovery, but attention is fragmented, competition is intense, and many brands are still operating on outdated assumptions about how younger generations think, spend, and engage.

To better understand this generation on their own terms, ReachPlayers, a gaming ad network focused on immersive in-game branded content, surveyed 10,000 young South Africans aged 13 to 25, gathering responses directly inside gaming environments where this audience is active and engaged.

The findings point to a generation that is ambitious...