The Next Big Wave: How Gen Alpha is Shaping the Future of Gaming and Influencer Marketing
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This week we're discussing how Gen Alpha is shaping the future of gaming and influencer marketing.
The Next Big Wave: How Gen Alpha is Shaping the Future of Gaming and Influencer Marketing
Most brands are still trying to catch up with Gen Z and Millennials, but there’s a new generation making waves in the gaming world, Gen Alpha. While the oldest members of this generation are currently around 14, their influence on the gaming industry is already undeniable. They may not have the purchasing power of their older counterparts, but they are quickly becoming a force that brands need to recognise.
The Influence of Gen Alpha in Gaming
Gen Alpha is growing up in a world where gaming is part of everyday life. They’re digital natives, fluent in technology from the start. From Fortnite to Roblox, these young gamers are shaping the online gaming culture. They’re actively engaged in communities on platforms like YouTube, TikTok, and Twitch, and their preferences are driving trends that brands can no longer afford to ignore.
It’s Not Just About Them, It’s About Their Families
One important thing to note is that while Gen Alpha doesn’t have the spending power to make most purchasing decisions, they play a huge role in influencing what their parents and older siblings (Millennials and Gen Z) buy. Whether it’s the latest game, console, or gaming accessory, Gen Alpha’s preferences are often driving purchases at home. So, while they may not be swiping their own credit cards, their opinions matter.
What Gen Alpha Wants from Brands
1.Community First, Marketing Second
Gen Alpha thrives in digital communities, and they don’t respond well to traditional, hard-sell marketing tactics. To connect with them, brands need to immerse themselves in the gaming culture and find ways to contribute meaningfully, whether through in-game experiences, collaborations, or influencer partnerships that resonate with them and their families.
2. Genuine Engagement, Not Forced Ads
Just like Millennials and Gen Z, Gen Alpha can spot a forced ad a mile away. They crave real, relatable experiences, and they engage most with brands that integrate smoothly into the gaming world. Whether it’s through micro-influencers or collaborations with gaming platforms, brands need to find a way to be part of the conversation rather than interrupting it.
3. Influencers They Trust
Influencers are a huge part of Gen Alpha’s gaming experience, but they’re drawn to content creators who feel like peers, people who genuinely share their passion for gaming. Micro-influencers, in particular, have more credibility in these tight-knit communities than mega-influencers with massive followings. Brands that align with these smaller influencers are more likely to gain trust and loyalty.
Case Studies: Winning (and Losing) with Gen Alpha
1.Roblox x Gucci. A Perfect Fit
Roblox’s collaboration with Gucci is a prime example of how to get it right. The partnership created exclusive, collectible Gucci items that players could purchase and use in-game. This wasn’t just a marketing stunt, it became part of the Roblox community, allowing Gen Alpha players to engage with the brand in a way that felt natural and exciting.
2. Nerf Fortnite Blasters. A Cross-Generational Hit
Hasbro’s Nerf partnership with Fortnite tapped into both Gen Alpha and their Gen Z/Millennial siblings or parents, combining a beloved game with a real-life product. By targeting Gen Alpha’s love for Fortnite and their parents’ nostalgia for Nerf, Hasbro bridged the gap between gaming and physical play. This cross-generational strategy hit the mark with both audiences.
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How Brands Can Connect with Gen Alpha’s Gaming Ecosystem
Brands need to realise that targeting Gen Alpha means more than just reaching young gamers, it’s about connecting with their entire ecosystem, their parents and older siblings. Here are a few strategies to consider:
1.Focus on Family Influence
Brands should target not only Gen Alpha but also their families, especially Millennials and Gen Z, who are often the ones making the actual purchases. Show how your products or services fit into the broader family gaming experience.
2. Engage in the Communities They Care About
Rather than traditional ads, immerse your brand in gaming communities. Sponsor gaming events, partner with influencers that Gen Alpha and their family members trust, and become a part of their digital world.
3. Collaborate with Micro-Influencers
Gen Alpha connects with influencers who feel relatable and passionate about the same games they play. Focus on building long-term relationships with smaller influencers who have loyal, engaged followings. Their ability to shape trends within the gaming world is more valuable than follower count alone.
Additional Reading:
Over 90% of Generation Alpha and Z consumers are video games enthusiasts: https://tinyurl.com/3kmjvt93
Gen Alpha: The New Entertainment Industry Power Player: https://weplayholding.com/blog/gen-alpha-the-new-entertainment-industry-power-player/
How to prepare for Gen Alpha: Invest in YouTube, gaming and learning:? https://www.worklife.news/talent/how-to-prepare-for-gen-alpha-invest-in-youtube-gaming-and-learning/
What To Know About Generation Alpha And Influencer Marketing: https://www.forbes.com/councils/forbesagencycouncil/2024/06/17/what-to-know-about-generation-alpha-and-influencer-marketing/
What Drives Generation Alpha in Gaming: https://www.moonrock.biz/reports/ccost-effective-what-drives-generation-alpha-in-gaming
Gen Alpha and Gen Z Gamers: How They Engage with Games: https://www.blog.udonis.co/mobile-marketing/mobile-games/gen-alpha-gen-z-gamers
Join the Conversation
Are you ready to take on the Gen Alpha gaming world? How are you approaching influencer marketing with this new generation? I’d love to hear your thoughts, challenges, and successes in connecting with Gen Alpha’s gaming community. Drop your insights in the comments or reach out, we’re all navigating this new frontier together.
Image and report: https://brandthechange.com/technology/roblox-and-fortnite-go-to-digital-culture-platforms-for-gen-z-and-alpha-report/
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