Why Open-World Games Are Key to Understanding Gen Alpha

Whether it's Roblox, Minecraft, or other sandbox-style platforms, open-world games are still Gen Alpha’s ultimate playground. According to our latest Gaming, News, and Culture report, 62% of kids in the UK and US regularly play games, and open-world games are clear favourites.

With more and more brands, including those in retail and education, tapping into online worlds and gaming to connect with Gen Alpha, we’ve explored kids’ favourite game type, what motivates they to lean into it, and what needs it serves.

Freedom To Build Their World

Open-world games aren’t just about play. They allow greater freedom and exploration, with no set path to follow, which empowers kids to shape the gameplay experience as they wish. Games like Fortnite, Brookhaven, Adopt Me! and others allow kids to explore their own identity as a crucial part of development.

Personalisation plays a big part in kids’ exploration of identity: from custom avatars to creating unique worlds, these games let kids express who they are, making the experience feel meaningful and personal. Done well, personalisation also offers kids social currency - raising their profile amongst their peers.

And of course, open-world games are social too. ‘Being with friends’ is kids' favourite part about playing; they enjoy the social connection and building bonds through shared, in-game experiences.

"I love Roblox for the variety. You can have horror, Obbys, mystery or relaxing games. You can connect with people online without showing your face and it has a flexible format so you can customise your character a lot. For games, a lot of the time, I get recommendations, like my friends already play them or I look for games by the same creator” – Abby, 12

As we've discussed before, gaming is so much more than just a way of escapism for kids. Games enable exploration of identity, provide opportunities for socialisation, give kids autonomy, and can often lead to mastery. Open-world games, where kids can be their own creators and build child-led experiences, give them the (digital) agency they crave. And brands could have a vital role to play in creating and enabling safe spaces where kids can feel seen, heard, and inspired.

What This Means for Brands

Gen Alpha’s passion for open-world games isn’t confined to the gaming universe. The way kids engage in open-world spaces can be seen as a blueprint for how they expect to interact with brands. If you’re interested in exploring this, get in touch with one of our experts at hello@beanobrain.com.