GAME ON: Winning Gen Alpha Through Games
As the very first generation born completely in the digital age, it's no surprise that Gen Alpha gravitates towards online platforms for interaction; one of those platforms is gaming. We previously highlighted that Gen Alpha is the newest generation to have control over the buying power in today's market. Due to that, brands must alter the way they are interacting with their audience, especially with Gen Alpha.
Level One: Understanding Gaming's Influence
Out of all of the digital platforms, gaming has the biggest influence on Generation Alpha. According to data, 94% of Gen Alpha play games while an additional 70% of Gen alpha watch gaming content on platforms.
The reason why Gen Alpha is so attracted to games is because of interactivity. Whether it's by controlling avatars or engaging with live streams, Gen Alpha is always interacting with gaming platforms.
Level Two: Incorporate Interactivity
If Gen Alpha has to choose between something that's interactive or something that's not interactive, they will lean towards the interactivity every time. To effectively engage with Generation Alpha, brands must embrace interactivity as the core piece of their content. By infusing elements of gamification into their content, brands can foster meaningful interactions with their audience, allowing Gen Alpha to interact with your brand in a way that feels comfortable to them.
Level Three: Brand Collaborations
Big brands have already recognized and capitalized on gaming's impact and used that to their advantage when marketing to Gen Alpha. From creating immersive Minecraft worlds and custom skins on Fortnite, companies like Marvel, DC, Nerf and LEGO have integrated themselves into the gaming landscape. By meeting Gen Alpha on a turf that's familiar to them, your brand will be more likely to make meaningful connections with them.
Final Level: You WIN!
In the gaming era, with Gen Alpha at the forefront, it's important for your brand to start pivoting towards interactivity to catch Gen Alpha's attention. By aligning your strategies and creating elements within gaming platforms, your brand can forge lasting connections with Generation Alpha. In order to win the game against Gen Alpha, you can't force them to come to you. Instead, you must go to them.
BY JETTA M. HOLIDAY
MARKETING INTERN AT LM