The Top 3 Ways Gaming (Actually) Helps Gen Alpha

The role that gaming plays in Gen Alpha’s life is far beyond just time away from the world. A hobby and interest for all, gaming is no longer associated with those flying their nerd flag high. Gen Alpha’s main form of play is gaming, ranking in the top three indoor activities according to our omnibus surveys.  

Could it be because gaming is more than play?  

In our first quarterly Review report, we’ve explored a year’s worth of insights in the world of gaming for kids and teens across the UK and US, and we’ve identified the ways in which gaming truly resonates with Gen Alpha.  

Gaming is no longer just a hobby; it’s a core part of Gen Alpha’s lives. Whether they’re hanging out with friends, developing skills, or customizing their digital worlds, 62% of kids in the UK and US are gamers. But what is it about gaming that resonates so deeply with kids? Here’s what we’ve learned: 

Creates a Digital Hangout Space 

The world of gaming has created an abundance of digital playgrounds for kids to explore, play, and interact with friends. If kids aren't allowed to go on social media, they will find that games provide an outlet where they can maintain that online connection with friends. 

Gaming gives them a space to express themselves, socialise, be accepted, and ultimately, belong.  

Helps Them Develop Skills  

Games provide kids with a range of very beneficial skills, whether it's in cognitive development, collaborating with other players, fostering teamwork, or problem-solving.  Gaming can also spark critical thinking and tech literacy, as kids learn how to code while playing games such as Minecraft. 

Subverts Traditional Hierarchy 

In gaming, skill beats bias. A child could be beating an adult player purely because they're very good at that particular game. This democratisation that gaming offers is paramount for Gen Alpha, who were raised on a similar type of democratic parenting. They were brought up knowing that everyone has a voice and a chance to do well, and the games that remove the opportunity for prejudice are immensely successful. 

“I’m big into gaming and love my PS5, that’s the main console I’m on. I love FIFA 23 for building teams, Rocket League has football with cars where you can get creative with the designs and Fortnite is good with all the new releases, updates to skins and maps and the collaborations.” – Riley, 8

Gaming is so much more than just a way of escapism for kids. It’s a world that they can make their own by customising their identity, solving problems, or interacting with friends.  

For brands, the lesson is clear: create safe spaces where kids feel seen, heard, and inspired, as Gen Alpha’s love for gaming is only growing.  

For the full quarterly Review report on Gaming, News, and Culture in the world of kids and teens, which includes a deeper dive into these topics, contact the team on hello@beanobrain.com or download a sampler below and sign up to the latest insights on Gen Alpha: