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Valentine's Day at the motel? Generation Z prefers video games!
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June arrived and with it that atmosphere of romance in the air. In Brazil, Valentine's Day on June 12th is the perfect excuse for crowded restaurants, expensive gifts and… motels.

Or at least it was like that, right? Because now, my friends, it seems that Generation Z has decided to give the novel a plot twist and exchange satin sheets for keyboards and mice. That's right, video games are taking over the scene!

In recent weeks, Google has seen the term “Valentine's Day” booming with 450,000 searches. And while people are looking for gifts and celebration ideas, TikTok and YouTube are revealing a new trend: couples venturing together in the world of online games.

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That's right! Between romantic playlists and tips on places to celebrate, comes “Blox Fruits Valentine's Day”, a special event on Roblox that has become the destination of many Generation Z couples.

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And if you still think that online games are just for kids, take this: according to Ginx.tv, the people who play Blox Fruits are between 10 and 25 years old. In other words, the young-adult group is preferring to face bosses and solve puzzles instead of a candlelit dinner. And it doesn't stop there!

Love in Control

But what does all this tell us about love? Gabriela Felix, gamer and administration student at FGV-EAESP, whose final research is on advertising in GTA, suggests that playing together has become something common and desired among Gen Z lovers. And it seems that Brazilian brands have not yet caught on to this vision, leaving a gigantic market aside. In 2024, there won't be a single massive campaign focusing on this niche!

It's amazing to see how ways of expressing love change over time. What was an unforgettable night in a motel, with champagne and strawberries, can now be an intense game session, where the couple faces challenges, overcomes obstacles and strengthens their relationship. Who knew, right?

So while some fondly remember the days when Valentine's Day was synonymous with motels and red roses, perhaps it's time to embrace this new form of digital intimacy. After all, what really matters is being with the people you love, whether in the real or virtual world.

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And the question remains: did past generations imagine that the future of romance would include defeating bosses instead of reserving themed rooms? Oh, how times change! Maybe soon, spending Valentine's Day in a motel will seem as old-fashioned as sending handwritten love letters.

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Remembering that the person who brought this research was Lilian Carvalho, PhD in Marketing and coordinator of the Center for Studies in Digital Marketing at FGV/EAESP. Aren't we the ones talking, okay? She is saying that the Generation Z You prefer the joystick to champagne!

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Valentine's Day at the motel? Generation Z prefers video games!

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Valentine's Day at the motel? Generation Z prefers video games!

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