(Report) Back-to-School 2026: Why Gaming Is the New Family Decision Hub

Back-to-School is no longer just about shopping, it's about helping families establish new routines, discover solutions and make decisions together. As those moments increasingly happen in digital environments, gaming has become one of the most relevant places for brands to show up.

Gaming is no longer an individual pastime; it's a shared family experience. According to the ESA Essential Facts Report 2025, 82% of parents play video games with their children, while 83% of Gen Alpha play every week. This creates a rare opportunity for brands to engage both decision-makers and future consumers at the same time, in an environment built around attention and interaction.

The influence of children on household purchases is also growing. Our research found that 40% of parents say their purchase decisions are highly influenced by their children after seeing advertising inside video games. For categories such as technology, education, food, retail or family entertainment, this reinforces the importance of considering gaming as part of the customer journey—not simply as a media channel, but as a place where purchase influence is created.

Perhaps the biggest misconception is that gaming audiences respond to advertising simply because it's entertaining. In reality, they respond because it's relevant. The strongest drivers of action after seeing an in-game ad are familiarity with the brand, rewards and products that genuinely meet players' needs. When advertising delivers value instead of disruption, engagement follows naturally. It's no surprise, then, that 80% of shopper gamers consider rewarded in-game advertising somewhat or completely acceptable, demonstrating how value exchange creates a more positive relationship between brands and consumers.

For marketers, the takeaway is clear. Back-to-School is no longer just a retail activation window—it's an opportunity to build long-term brand affinity with families in environments where they are actively spending time together. Brands that focus on relevance, utility and meaningful engagement will be better positioned to influence not only seasonal purchases, but future preferences as well.

Want to explore the latest family and gaming trends? Download our updated Back-to-School 2026 report to discover new consumer insights, emerging behaviours and practical recommendations to help your next campaign connect with Gen Alpha families where it matters most.