Visual identities and phygital branding in video games: symbolic consumption strategies among Spanish Generation Z

This study explores how Spanish university Generation Z students interpret phygital branding in video games and how these dynamics shape digital identity and symbolic consumption through avatars. Using a mixed-method design, it combines structured observation and comparative content analysis of five platforms ( Zepeto , Roblox , Fortnite , Horizon Worlds , and Spatial ) with two university focus groups. Results show differentiated strategies: Zepeto concentrates aspirational self-presentation via extreme customization and strong phygital continuity; Roblox displays the most intensive monetization and highest user participation; Fortnite stands out for brand integration through events and narrative spectacle; Horizon Worlds prioritizes immersive socialization and world-building with lower commercial pressure; and Spatial emphasizes hyperrealistic identity performance in cultural-professional contexts. Overall, findings indicate that phygital environments normalize spending on digital aesthetics, intensify social validation, and position the avatar as a key mediator of belonging, distinction, and desire.