The Game Changers - How Gen Alpha & technology blur the lines between reality and virtuality

In today's world, the boundary between the real and virtual realms is increasingly indistinct, especially for Generation Alpha. For these kids, online interactions are seamlessly integrated into their daily lives. They form friendships not only at school but also through platforms like Roblox and Minecraft. These connections span the globe, facilitated by tools like Roblox Chat and Messenger Kids.

Unlike older generations who distinguish between "internet friends" and "real friends," Gen Alpha sees all their contacts simply as friends. Technology is not just a tool for them; it's an extension of their identity and life. They effortlessly transition from a classroom conversation to a Facetime call with their grandmother, and then to a Fortnite game with a buddy halfway around the world – all part of their normal social interaction.

Technology and gaming: hyperconnected adventures of Gen Alpha

Generation Alpha is known for being hyperconnected. From birth, they are surrounded by advanced technology. AI, VR, and smart gadgets are commonplace – many know Alexa or Google Home as a household companion. This deep integration with technology makes Gen Alpha the most tech-savvy generation yet. Operating a tablet before they can talk? No problem for these little ones! Many could swipe and tap on a screen even before they were potty-trained. In fact, our European research shows that 51% of European parents believe screens are an essential part of raising children.

51% of European parents believe screens are an essential part of raising children

Gen Alpha learns through play with technology – even virtual reality is being experimented with in classrooms. They are the first generation to grow up with VR, AI, and smart gadgets as a normal part of daily life.

This generation always has a world of information and entertainment at their fingertips. Watching YouTube videos, recording dances for TikTok, chatting via voice messages – it all blends into their day. Interestingly, post-pandemic, there's a small counter-reaction: many Alpha kids crave offline fun again. The number of 8- to 15-year-olds meeting friends outside after school has increased by 12% since 2023, while time spent on video games has slightly decreased. Even digital kids want to balance screen time with playground time, encouraged by their Millennial parents who offset screen time with green time.

The role of gaming in development

Still gaming plays a significant role in their lives and development. They don't just play for fun; they learn a lot from it. Research shows that these young gamers develop sharp hand-eye coordination and visual skills through their gaming activities. 93% of European Gen Alpha kids enjoy gaming, and most parents are supportive of this activity. About 61% of European parents believe that gaming and social media help their children learn other skills, while 55% think they help them learn to make and build things.

61% of European parents believe that gaming and social media help their children learn other skills

Moreover, games and apps are designed to keep them engaged – the principle of gamification (adding playful elements) is used to educate and motivate Alphas. In education, personalized learning apps and educational games are becoming increasingly popular. In Asia, this has become the primary method of teaching.

Schools are experimenting with teaching methods where students learn at their own pace via tablets, guided by AI tutors that provide instant feedback. A child struggling with math can play extra games to practice, while another moves on to more challenging material.

Roblox’s popularity among Gen Alpha

Roblox has established itself as a dominant gaming platform for Generation Alpha worldwide. As of the fourth quarter of 2024, Roblox reported 21.1 million daily active users in Europe alone. The platform's ability to blend gaming, social interaction, and creative expression particularly resonates with this generation, who are characterized by their digital fluency and preference for interactive experiences.

Some popular Roblox games include

1. Brookhaven RP which stands as the most popular Roblox game globally, amassing an extraordinary 58 billion visits as of January 2025. This role-playing game allows players to build homes, drive vehicles, and simulate everyday life in a virtual town. Its straightforward gameplay and social elements make it particularly appealing to younger players in Generation Alpha.

2. Blox Fruits, with 45.6 billion visits, this anime-inspired adventure game ranks second in global popularity. The combat and exploration mechanics, combined with its colorful aesthetic, have made it a hit among young Roblox players worldwide.

3. Adopt Me!, a pet simulation game which continues to maintain massive popularity, allowing players to adopt and care for pets in a virtual world. Its accessible gameplay loops and regular updates keep Generation Alpha players engaged.

4. Tower of Hell, a challenging obstacle course game that tests players' platforming skills, Tower of Hell has accumulated over 23 billion visits. Its straightforward concept and rapid gameplay sessions make it particularly suitable for younger players with shorter attention spans.

Navigating blurred lines: fake and real in Generation Alpha's world

Generation Alpha uses social media in their own way. Platforms like YouTube and TikTok are favorites, but often passively (watching, laughing, learning) rather than sharing everything themselves. Many accounts are monitored by parents at a young age, making Gen Alpha relatively more cautious online than teenagers from ten years ago. Only a minority still shares "everything they do" on social media. They learn early about online dangers and privacy, with nearly half of the children now saying they know how to stay safe online.

This caution is crucial as they grow up amidst fake news, deepfakes, and strange challenges. They are certainly digital natives, but natives who are more streetwise online. Parents, educators, and media, especially public broadcasters, continue to play a crucial role in developing skills like critical thinking and recognizing reliable sources.

Engaging this hyperconnected generation: brand success stories

Brands are tapping into the unique needs and preferences of Generation Alpha by creating immersive and interactive experiences.

One notable example is Roblox's Dress to Impress, an avatar dress-up game that went viral in 2024, partly due to a major collaboration with Charli XCX. Launched in October 2023, Dress to Impress quickly became "the game of the moment on Roblox" with 2.5 billion total visits within its first year and over three hundred thousand active users. This game offers unique opportunities for virtual fashion activations and digital wearables, attracting millions of players with its creative, self-expressive, and competitive gameplay. Collaborations with celebrities like Charli XCX, Madison Beer, and Kai Cenat (YouTube & Twitch content creator who popularized Gen Alpha slang terms such as “rizz” - short for charisma) have further fueled its popularity. Players have five and a half minutes to style their avatar according to a specific theme, showcase their creation on a runway, and receive ratings from other players. Themes range from "visual kei" to "2014 vibes" to "coquette," allowing players to express themselves through digital fashion. This combination of creativity, time pressure, and peer validation creates an engaging gameplay loop that particularly appeals to Generation Alpha.

Another example is Kellogg's Frosted Flakes Minecraft, a limited-edition cereal that brings the dynamic world of Minecraft to life. Following the success of Kellogg's first Minecraft cereal, this new iteration features Frosted Flakes and green "Creeper Bit" marshmallows that evoke Minecraft's pixelated block look. Each box includes a code to redeem 350 Minecoins, allowing players to extend their breakfast table fun into the Minecraft universe. This collaboration highlights how brands can blend reality and virtuality, creating engaging experiences that resonate with younger audiences.

As brands continue to adapt to this emerging demographic, it's crucial to understand and engage with these young consumers authentically. For more in-depth insights into Generation Alpha, be sure to check out our Meet Gen Alpha keynote story. And stay tuned for more updates & insights on how this generation is transforming the market landscape.