As younger generations, particularly Gen Alpha, immerse themselves in virtual worlds instead of traditional social spaces, brands are adapting their strategies. This shift is evident as Gen Alpha, born between 2010 and 2024, spends equal time gaming and on social media. Roblox is at the forefront of this evolution, recently opening its Commerce APIs for brands, allowing virtual sales and interactions to translate into real-world products. With over 60% of Roblox users under 16, gaming now serves as a significant medium for self-expression and creativity, prompting brands to innovate their engagement tactics.
Brands need to meet Gen Alpha where they are: in gaming, as this generation engages with digital spaces for socializing and self-expression.
Roblox is leading the charge by integrating physical goods sales into its platform, showcasing the growing blend of gaming and commerce.
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