To connect with Gen Alpha, brands may soon want to shift their focus from TikTok to video games. Just like Gen Z, Gen Alpha is heavily engaged in digital worlds like Roblox and Fortnite, where interactive brand experiences feel more natural than traditional ads. But what differs is older Gen Z divides their screen time between social media and gaming, often engaging with both at the same time. And YPulse has told you tweens are already engaged in online shopping, especially when being driven by video games, influencers, and social media. Though many are still too young to make direct purchases themselves, seeing digital fashion, in-game activations, and immersive experiences now can build long-term loyalty to come. Plus, they can own brands in the games, and investment bank UBS notes “60% of Gen Alpha have discovered new brands and are more likely to buy from brands featured in a game.” (BoF)
📊 YPulse data: 61% of 8-12-year-olds have purchased a digital product
