What: Video games emerge as crucial brand engagement platform for Gen Alpha, surpassing traditional social media in importance for future consumer connections.

Why it is important: The gaming focus reveals a fundamental change in how future generations discover and interact with brands, requiring new approaches to marketing and engagement. Gen Alpha's gaming enthusiasts are showing distinct behavioUr from previous generations, spending equal time on games and social media, unlike older cohorts who favor social platforms by two additional hours weekly.

This shift has significant implications for brand engagement, with 60% of Gen Alpha discovering new brands through gaming experiences. Success stories like Fenty Beauty's Roblox contest, which led to real product launches, and Skechers' virtual sneaker promotions demonstrate effective gaming engagement strategies. However, brands face platform-specific challenges, as environments like Roblox and Fortnite offer different integration opportunities than closed gaming ecosystems. With USD 83.5 trillion in wealth expected to transfer to younger generations over 25 years, establishing gaming presence has become crucial for future brand relevance.

IADS Notes: The revelation that Gen Alpha gaming enthusiasts spend equal time on games and social media, unlike older generations' social media preference, signals a significant shift in future consumer engagement. This aligns with December 2024's observations about retailers seeking innovative ways to connect with future consumers. The finding that 60% of Gen Alpha discover new brands through gaming experiences reflects November 2024's analysis of retailers exploring new platforms for brand discovery. The success of interactive brand experiences, such as Fenty Beauty's Roblox contest leading to real product launches, demonstrates August 2024's insights about retailers needing to adapt to evolving consumer behaviours and digital preferences.

Video games could be fashion’s gateway to Gen Alpha