Gaming for Gen Alpha is a mainstream form of play. As revealed by our Gaming, News and Culture report, 62% of kids mention gaming as their favourite activity and gaming behaviours are instinctive for Gen Alpha, seeping into all areas of their lives.
Brands who use gamification are inevitably going to engage with Gen Alpha and online retail is the latest sector to embrace gaming behaviours, enabling end-to-end customer journeys. It’s no coincidence then that brands leaning into “gameplay” rank highly in kids’ preferences. Temu ranks #80 in our Coolest Brands report, with Shein even higher, at #54 overall.
How is Gamification Shaping Gen Alpha's Shopping Experience?
Gen Alpha are primed to shop differently from previous generations. Influencers spark desire via TikTok, and now it's the gamified journeys deployed by brands that keeps them engaged. Shopping online has become an interactive experience not unlike their favourite games, where deals are unlocked, orders tracked, and ‘wins’ celebrated.
It’s not just about spend, it’s about excitement too, as kids are drawn in by the anticipation of tracking an order and the suspense of waiting for it to arrive. Temu and Shein have upended Amazon’s core promise of super-fast delivery, by replacing it with a “prize” at the end of the game, whether that be a bumper haul at a low cost or even free gifts:
"I think Temu is my most searched thing. Let me check my order… it’s in transit at the airport. When is it coming to me?!" – Lori, 13
The cost-of-living crisis is creating a generation of savvy shoppers, who want more bang for their buck. Gen Alpha are not passive consumers; they actively look for affordable dupes and pocket-money-friendly options.
"So, we went to Primark today, and I got THIS!!! (Stanley Cup dupe)" – Lori, 13
Gen Alpha is smart with their spending. They know how to spot a bargain, and they share their wins proudly across social platforms.
"I keep going back to Home Bargains for Pop Its, but they’re always out of stock!" – Fatimah, 10
Kids and teens are embracing experiences that mirror their familiar gaming universe, and brands are tapping into Gen Alpha’s love for play, progress, and reward, lowering the barriers of consumerism more than ever before.
But what’s the impact of gamified shopping on behaviours amongst young consumers who are at the cusp of developing logical thinking and applying data beyond their experience?
If you want to know more about the role gamification has in shaping Gen Alpha’s habits, while making sure that your brand plays responsibly in this space, get in touch with one of our experts at hello@beanobrain.com.