GAMING IS GOING DIGITAL. WHAT DO GEN ALPHA WANT NEXT?
By Helenor Gilmour, Head of Strategy at Gen Alpha Insights agency Beano Brain T
he shift from physical to digital has long felt like the natural next step for video games.
Films, DVDs and CDs have all moved online,
and many major titles are already sold mainly as downloads. So, on paper, Sony’s decision makes sense. But while the move has drawn backlash from
dedicated gamers with nostalgic ties to physical games, its impact on the next generation of gaming fans deserves more attention. Our Gen Alpha: Born to Shop report shows
that, despite growing up online, Gen Alpha still value in-person experiences. In fact, 87% of kids in the UK want to touch and experience products before buying. Take away the chance to browse collections, look at cover art, read descriptions and try games on in-store consoles, and you remove one of the places where a deeper connection with a brand or industry can begin. With an estimated £94 million in pocket money and 68%
saying they prefer physical stores, Gen Alpha represent a clear opportunity for gaming brands. For this generation, shopping isn’t just a practical route to a product; it’s a social ritual too. More than half say a shop feels more “them” when it reflects their hobbies and interests. Gaming stores have traditionally played that role, giving gamers
of all ages a place to immerse themselves in gaming culture, browse classics and discover new releases. In our annual Coolest Brands report, Nintendo, Minecraft and Roblox rank highly among Gen Alpha. The love of gaming is clearly there. For young gamers, collecting games and merchandise is part of
the experience, but it is not the whole point. It is also about identity and finding a space that feels like theirs, surrounded by people who share the same interests. But if the physical places to explore that passion diminish, what
replaces them? This question becomes even more interesting when we look at boys. Our Born to Shop research uncovered a clear shopping gap
between boys and girls. While 85% of Gen Alpha girls say they find shopping fun, that falls to 53% of boys. That doesn’t mean boys are
18 | MCV/DEVELOP September/October 2026
disengaged from retail, it just means that many stores aren’t giving them the right way in. And passions, rather than style, can be the
strongest route in. A boy may not describe himself as having a “look”, but he may want football boots like Lamine Yamal, basketball shoes like Stephen Curry or gaming kit like his favourite YouTuber. Gaming has something particularly valuable
to work with. Our research shows that boys can be more
tactical shoppers, often arriving with the ‘end goal’ in mind and responding to spaces built around something they truly care about. Hands-on experiences can give them another way in too, whether that’s building LEGO,
trying a gadget or testing a new basketball hoop. If children value discovery, play and belonging as much as
ownership, the future of gaming retail may be less about shelves of boxed games and more about destinations that bring gaming culture to life. Places where families discover titles together, communities meet, people play before they buy and digital experiences gain a physical dimension. Gen Alpha are already telling us they want to touch, try, discover
and spend time in places that reflect the things they care about. Gaming has all the ingredients to give them exactly that.
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