A UBS analysis indicates brands aiming for Gen Alpha (2010-2024) should prioritize video games over social media to engage this generation effectively. Unlike older cohorts, Gen Alpha engages equally in gaming and social media, often using games as social platforms. With significant wealth transfer expected to younger generations, almost 60% of Gen Alpha has discovered brands through gaming and shows a higher likelihood to purchase from them. This shift highlights a unique avenue for brands to connect with consumers through gaming experiences, leveraging the community nature of modern games.
In part, that may be because games are where many kids actually go to hang out with friends and socialise now. The analysts pointed out that proposed social-media bans for kids, like the one Australia passed in November, could further the divide.
The market opportunity, we think, is that almost 60% of Gen Alpha have discovered new brands and are more likely to buy from brands featured in a game, the UBS analysts wrote.
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