Gen Alpha: Shaping the Digital Realm

Part 3 of 4

Gaming is emerging as a core channel for youth engagement, according to TotallyAwesome's annual Youth-First Digital Insights research, which has found that socialising via gaming is fast becoming the choice for Gen Alpha.

According to the findings, Gen Alpha's use of social media has declined an average of 8% over the past 12 months. They are instead turning to gaming platforms to connect. The report notes that 50% of teens now game so they can play with their friends and 46% game because it makes them feel more connected with their friends.

TotallyAwesome's study also reveals the impact that gaming has on Gen Z and Gen Alpha’s mental health and their engagement in their community, showcasing a significant opportunity for brands and marketers to engage with this often-elusive audience. 

More than any other generation, Gen Alphas are reimagining possibilities in video games by using them as social hangouts and launchpads for learning. Millennials have Facebook; Gen Z have TikTok; and we can likewise call Alphas the Minecraft or Roblox generation after the popular sandbox games, which are having a powerful influence on their ideas, behaviours, and future.

Companies that grasp their gaming motivations and habits are best placed to win them over, and to stand out in the longer term. How then can brands inspire a generation of game-changers? 

According to GWI.com, brands have an opportunity to nurture kids’ interests by challenging and supporting young players. It cites Kidfluencer Sofia LaBarbera who believes that her time on Roblox is laying the groundwork for a career in architecture or interior design. She’s already created two smart cities within Bloxburg, a life-simulation experience where users build their own structures or towns, right down to the tiniest details. 

The blog also explains that companies could sponsor those who show potential by funding in-game currency or hardware. And on a broader scale, they can get community-based conversations going by asking fans to help flesh out their campaigns or products.

So, it’s not just about meeting Gen Alphas where they are and speaking to a more engaged crowd; brands can use world-building games to empower their drive for self-development.

Another prime example is Nike. The renowned sporting goods brand has enlisted a group of Gen Alphas to build its presence on Roblox, in a land called Airtopia in honour of its Air Max line. By handing over creative control, it’s proving to be a brand that values what the youth have to say, while inspiring other young developers at the same time. 

This will strike a chord because many Gen Alphas want to contribute to the online spaces they inhabit and have faith in their ideas. Half of teen Roblox players say that being treated their age is important to them. Brands will benefit from using them as catalysts for youthful thought and inspiration.

Generation Alpha is set to change and shape the future and as they mature. Their unique perspective and experiences will contribute to a world that values sustainability, innovation, equality, and digital fluency, ultimately leaving a lasting impact on society, technology, and the global economy. It is essential for governments, institutions, and businesses to adapt to this emerging generation's values for a brighter future.