Exploring the Impact of Game Experience on Consumer Engagement, Brand Trust, and Brand Loyalty Among Moroccan Millennials and Generation Z

This study examines the impact of digital game experience on consumer engagement, brand trust, and brand loyalty among Moroccan Millennials and Gen Z. Using a quantitative design, data from 400 respondents were analyzed via Structural Equation Modeling (SEM). Results show that interactivity, enjoyment, and brand integration significantly enhance engagement, which in turn positively influences brand trust and loyalty. Brand trust also strengthens loyalty. Findings highlight the importance of immersive, enjoyable, and well-integrated game experiences for fostering strong consumer-brand relationships. Implications, limitations, and avenues for future research are discussed.