Almost every tween plays video games—and most are playing every single day. For Gen Alpha, gaming isn’t just a hobby; it’s how they hang out with friends, how they discover brands, and a core part of how they define themselves. Roblox, Minecraft, and Fortnite are the virtual spaces where tween friendships live, where spending habits are forming, and where this generation is putting real money toward virtual goods, skins, and in-game currency. YouTube amplifies their gaming connection, and gaming content has become its own entertainment category. And while tween parents are navigating the screen time question, many are gaming right alongside their kids.
YPulse’s Tweens: Gaming report gives brands, marketers, and researchers a data-driven look at how today’s 8-12-year-olds are engaging with video games—and what it means for anyone looking to reach them.
Report length: 42 pages. Based on a survey conducted in April 2026 among 1,500 8-12-year-olds in the U.S. and Canada
Furnishing and decorating their spaces, which brands and channels they’re using, and what home ownership means to their generation.
Free time and hobbies, which passion projects define their identity, and how those interests connect to brand loyalty.
