THE BRIEF
China’s Gen Alpha gamers are a rapidly growing group, and understanding them is essential. Born into a world of digital technologies, this generation will play a key role in shaping the future of gaming, entertainment, and technology trends. As they grow, their influence will be profound, making it vital to deeply understand their behaviors and preferences.
OUR APPROACH
The study aims to be deeply immersive, capturing the authentic gaming experiences of Gen Alpha. To achieve this, we conducted in-home visits and ethnographic immersions, allowing us to observe their natural gaming behaviors in real-life settings, exploring gaming habits, preferences and interactions in gaming.
THE OUTPUT
Gen Alpha represents a key gaming audience growing up in a digital-first world, where gaming is central to their entertainment, social interactions, and learning. Understanding this generation is vital for brands to craft meaningful and relevant experiences that truly connect with the next wave of gamers.