The Influence of Digital Gaming Platforms on Gen Alpha's Consumer Preferences: A Study of In-Game Retail and Brand Integration

This study investigates the influence of digital gaming platforms on Generation Alpha's (born 2010–2024) consumer preferences, focusing on in-game retail and brand integration. As the first generation to grow up entirely in a digital-first world, Gen Alpha's consumption behaviors are deeply shaped by their engagement with gaming platforms like Roblox, Fortnite, and Minecraft. These platforms have evolved beyond entertainment, becoming social and commercial spaces where in-game purchases and brand integrations play a pivotal role in shaping consumer identities and preferences.
The research employs a mixed-methods approach, combining quantitative surveys with qualitative interviews and focus groups, to explore how in-game retail strategies and brand integrations impact Gen Alpha's brand awareness, perceived value, and real-world purchasing behavior. Key findings highlight the psychological, social, and economic factors driving Gen Alpha's engagement with virtual goods, emphasizing the role of peer influence, social status, and perceived authenticity. The study also examines the ethical implications of targeting young consumers through in-game advertising, addressing concerns about transparency, manipulation, and the potential for exploitative practices.
Theoretical contributions include advancing the concept of virtual consumerism and understanding the mediating factors that link in-game experiences to real-world consumer behavior. Practical insights are offered for marketers, game developers, and policymakers, emphasizing the need for ethical, child-friendly strategies in digital marketing. By bridging the gap between digital and physical consumerism, this research provides a comprehensive framework for engaging Gen Alpha responsibly in the evolving digital marketplace.