Back to School: Why It’s a Strategic Moment for Brands to Connect with Gen Alpha Families

Back-to-school season is no longer just about backpacks and pencils. For today’s families, it marks the start of a new cycle of learning, growth, and shared experiences, and for brands, it’s a golden opportunity to build meaningful connections.

At the centre of this shift is Gen Alpha, the most digitally first generation in history. Their learning and play are deeply intertwined with interactive platforms, video games, and educational content..Parents are welcoming this change, making digital spaces like COMBO! Kids an ideal environment for brands to connect with families while they learn and play.

The insights you’ll find here are part of the Gameloft for brands Report “Back to School: Key Moments for Brands” (August 2025), developed using data from Insight Family. Below is a summary of the key findings:

Parents Value Fun as a Driver of Learning

The report shows that today’s parents want more than rote memorization for their children.

• 77.7% believe learning should be fun, showing a cultural shift toward engagement-based education.
• 59.6% of parents believe that video games help kids learn by developing creativity, problem-solving, and collaboration skills.

For families, fun and learning aren’t opposites; they’re inseparable. That’s where interactive, safe gaming environments shine.

Play Builds Life Skills Beyond the Classroom

According to the report, parents increasingly recognize the developmental value of play:

• 68.3% see role-play as crucial to learning, helping kids build empathy, independence, and imagination.
• Video games also foster social skills, better mental health, and even physical activity.

By placing brand messages within gameplay, marketers can naturally align with these family values and position themselves as supporters of children’s growth.

In-Game Ads: Trusted and Accepted by Parents

The study highlights that, unlike intrusive ads in other media, in-game advertising is welcomed by families when it complements the entertainment experience. Parents especially value:

• Ads related to shared interests, such as movies and games.
• Reward-based advertisements that add value to the play experience.

This makes branded integrations in games an authentic and effective way to engage both children and parents during their quality time together.

Educational Products Lead the Way

The report underlines that the appetite for products that blend fun and learning is stronger than ever:

• Seventy-one per cent of parents prefer educational products for their children.
• 92% say they’re willing to buy educational and electronic toys after seeing them advertised in a video game.

This back-to-school season, brands that highlight educational value in their offerings will resonate the most with Gen Alpha families.

Why Gameloft for brands?

With COMBO! Kids, Gameloft for brands offers advertisers a safe, fun, and educational environment to engage children and parents alike. By blending entertainment with learning, we help brands connect authentically during one of the most crucial family moments of the year.

Download the full “Back to School: A Key Moment For Brands” Report.