Like plenty of Millennials and Gen Z, my version of after-school socializing meant hanging at the mall, riding bikes or hopping on AIM. But for Gen Alpha — the first generation to grow up in a world shaped by smartphones, streaming and social media — those spaces might as well be artifacts. Instead, studies show for this youngest generation the real social scene lives inside video games.
Games such as Roblox and Fortnite aren’t just entertainment for Gen Alpha; they’re where friendships are built and identities are expressed. These digital worlds have replaced group chats and casual hangouts, with avatars serving as extensions of personality and style.
Limited-edition skins, viral emotes and in-game gear are how kids signal status, creativity and community. When the pandemic put real-life reach-outs on pause, these games became the primary space for connection.
Brands today are more focused than ever on engaging Gen Alpha. After all, this emerging generation can account for an estimated $50 billion in annual spending, a figure expected to skyrocket to $5.5 trillion by 2029. But as brands chase relevance, many are still making a critical misstep: assuming that because Gen Alpha looks up to their Gen Z siblings and Millennial parents, they’ll follow in their digital footsteps.
But here’s what’s different: Gen Z and Millennials were the guinea pigs of growing up online — oversharing, overposting and learning the hard way what it means to etch a digital footprint.
Gen Alpha, on the other hand, has taken notes. Rather than using social media to connect with friends, they treat it more like a cultural mood board. TikTok and Instagram are not actually where they socialize; rather those platforms are a place to watch, absorb and curate their tastes.
Not every brand has the budget to create its own digital gaming world or carve out a monikered space in games such as Roblox, but there are surefire ways for companies to connect with the prized younger generations …
Gamify your content: For this generation, interactivity isn’t just a bonus — it’s an expectation. An example of gamified content would be something like a brand creating challenges or missions users can complete for virtual prizes or recognition. Xbox’s TikTok filter, which generated fun gamertags, is a great example of gamification in action — an invitation of sorts for Gen Alpha to explore, interact and share.
Embrace wider cultural trends: Social media has a culture all its own, and gaming brands have become experts at adopting it. Fortnite’s use of “edits” — a quick video centered around a beloved character, often paired with upbeat music — is a prime example. It incorporates transitions, overlays and effects to emphasize memorable moments. This type of content is universally accessible and shareable while resonating across generations.
Don’t wait for memes — create memes: Gen Alpha’s sense of humor thrives on randomness, absurdity and potential for virality. Instead of waiting for memes to emerge organically, brands can be proactive in creating content that taps into this offbeat essence. Take, for example, a wildly shared Minecraft video that juxtaposes intense music and a Minecraft chicken. It’s absurd, simple and, in the eyes of Gen Alpha, hilarious.
To truly connect with this digital native generation, brands must move beyond the conventional tactics and embrace strategies that are as uniquely engaging as the gaming spaces Gen Alpha inhabits.
Liv Burke is associate director of social at social media agency Superdigital.
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