Isiqulatho
INguquko yeNdawo yokudlala ebonakalayo
Ukusuka kwizikrini ukuya kumabala: Ukunyuka kweembaleki zeHybrid
Amantombazana alawula uMdlalo: Inguquko eThulekileyo
Umba weNtsapho: Ukusuka kwiSideline Cheerleaders ukuya kubadlali abadibeneyo
Ngaphaya kwe Trophies: Xa Ukonwaba Kubetha ukuphumelela
Incwadi yokudlala yeBrand: Imithetho emi-4 yokuPhumelela iGen Alpha
Umbuzo oMkhulu: Ngaba ii-Brands zingazuza kwi-Joy Revolution?
INguquko yeNdawo yokudlala ebonakalayo
Yiba nomfanekiso-ngqondweni womntwana oneminyaka eli-10 ubudala eJakarta ebaleka enqumla kumzila wedijithali eRoblox, ebaleka nabahlobo abavela eMexico naseMzantsi Afrika. Kamva, ucenga abazali bakhe ukuba bamthengele izihlangu zakhe zokuqala zokubaleka—kungekhona amaphupha eOlimpiki, kodwa ngenxa yokuba iiteki azivulileyo zeza nesaphulelo sokwenyani. Wazalelwa phakathi kwe-2010 kunye ne-2024, i-Gen Alpha ishukuma kwaye, kunye ne-5.46 yeebhiliyoni zeedola kumandla okusebenzisa imali, iya kudlula iMillennials emhlabeni wonke ngo-2029. Bayibhukuqa imithetho yemidlalo eqhelekileyo, ukwakha ibala lokudlala elixubileyo apho ukusebenzisana kwedijithali kunye nomzimba, ukusebenzisana kweqela kunqoba ukukhuphisana, kunye nokubandakanywa akuxoxiswana. Kwiimpawu, olu lutshintsho lwetectonic olubiza isicwangciso esitsha endaweni yefashoni.
Ukusuka kwizikrini ukuya kumabala: Ukunyuka kweembaleki zeHybrid
Kwi-Gen Alpha, ezemidlalo zikhona kwi-spectrum-izikrini zokuswayipha e-Fortnite kungokwemvelo njengokufaka amanqaku ebaleni. Thatha ukuqaliswa kwe-Nike ka-2023 AirWorld kwiRoblox, apho abantwana bayila iiteki zenyani kwaye bakhuphisane kwimingeni yeparkour. Isiphumo? Abasebenzisi abazizigidi ezilishumi elinesibini kwiintsuku ezingama-30, i-68% engaphantsi kwe-13, kunye ne-19% ye-spike ekuthengisweni kwezihlangu zolutsha eziqhutywa yimbuyekezo yangaphakathi yomdlalo efumanekayo kwiimveliso zokwenyani. Impumelelo ebonakalayo, njengokuvula ibheji "yeDigital Dunker", eguqulelwe kwiikawusi zasimahla okanye iiseshini zoqeqesho, ngelixa amaqela e-intanethi eguqukela kumaqela olutsha eNike. I-Nike ibike i-37% uptick kwimibuzo ye-intanethi malunga nomgca wabo wemveliso yolutsha emva kwesiganeko, ebonisa amandla okuguqula intsebenziswano yedijithali ibe ngumdla obonakalayo wabathengi. Lo mxube ungenamthungo wedijithali kunye nomzimba uhlaziya ngokunzulu: ingxelo ye-Nielsen ka-2024 yafumanisa ukuba i-63% ye-Gen Alpha ifumanisa imidlalo ngokudlala kuqala. Omnye umtyibilizi oneminyaka eli-11 ubudala wathi, “Ndizamile ukutyibiliza ngokutyibiliza kuba i-avatar yam yeRoblox yayibonakala ipholile xa ndiyenza.
Lo asingomzekelo wesinye. Iiplatifti ezifana neRoblox kunye neFortnite ziye zaba yindawo yokudlala yeenkampani ezizama ukufikelela kwiimarike ezincinci. I-Fortnite, esebenzisana neKomiti ye-Olimpiki yaseParis, yaqala "Ixesha leMidlalo ye-Sport" kwi-2024. Imisebenzi edibeneyo elandelwa yiminyhadala yezemidlalo, kubandakanywa imiqobo, ukutsiba okude, kunye nezinye iziganeko zendlela kunye nebala, yenze lo mzamo. Abasebenzisi bemihla ngemihla be-Fortnite abasebenzayo bafikelele kwi-27 yezigidi ekuphakameni kwephulo; Uphando lubonisa ukuba amava akhuthaze i-41% yabantwana abathatha inxaxheba ukuba bazame imidlalo yokwenene.
Impumelelo yala manyathelo edijithali abhekiselele kwindlela enkulu: I-Gen Alpha ibona ezemidlalo njengamava axubileyo kuneyokwenene okanye yokwenyani. Ukudibanisa imidlalo yedijithali, amabali ezemidlalo exesha, kunye nokubandakanyeka komzimba kuvelisa indawo engenamthungo, entywilayo apho impumelelo ebonakalayo inokukhuthaza umdla wokwenyani wezemidlalo. Lo mbhobho wedijithali-ukuya-osemzimbeni uya kuthi mhlawumbi unzulu njengobuchwephesha obufana nokwenyani eyongeziweyo (AR) kunye nenyani yenyani (VR) inceda ukufiphalisa imida phakathi kwala mazwe mabini.
Amantombazana alawula uMdlalo: Inguquko eThulekileyo
Iimbaleki ezibhinqileyo zikaGen Alpha ziphinda zibhale incwadi yokudlala, zifuna ubunyani phezu kwemfezeko yomoya. Ngaphantsi kweArmor's 2024 uthotho lwamaxwebhu, Uyasihambisa, ebonisa i-skateboarder eneminyaka eyi-12 ubudala u-Sky Brown, akazange abe nazintloni kuhlaselo lwakhe lokoyika kunye nokuchacha. Uthotho lweTikTok ekrwada luye lwaba luluvo lwentsholongwane, luqokelela izimvo ezibhiliyoni ezi-2.3. Ngebali lalo elisuka entliziyweni, eli phulo liye laxhasa ukuthengiswa kweempahla zolutsha ze-Under Armour malunga ne-29% kwiinyanga ezimbalwa.
Intetho kaBrown—“Ndiwa izihlandlo ezili-100 ngosuku. Ndifunda ngolo hlobo ukubhabha”—ibambisa indlala kaGen Alpha yamabali okwenene. Nangona kunjalo, iimbaleki zabasetyhini basafumana nje i-4% yeendaba zezemidlalo. Iinkampani ezifana ne-Adidas zijongana nolu lwahlulo: Inkqubo yabo yokuNqanda izithintelo kwiifavelas zaseRio idala iakhademi yebhola ekhatywayo enabasebenzi ngokupheleleyo eqhutywa ngabahlohli ababhinqileyo kwaye isebenzisa i-AR ukufundisa amaqhinga ebhola ekhatywayo angama-2,000. Isicwangciso sifuna ukukhuthaza isakhono sembaleki samantombazana amancinci ukuba abandakanye iimpawu zobomi ezibalulekileyo ezifana nobunkokeli, ukuziphatha, ukusebenzisana, kunye nokuxuba okubalulekileyo ekukhuleni ngokubanzi. I-academy ibonise ngokucacileyo impumelelo: amantombazana athathe inxaxheba abonise ukunyuka kwe-45% ekuqhubekeni kwezemfundo. Ukuxhotyiswa yinto eqhelekileyo kwiGen Alpha; ayilolizwi.
Umba weNtsapho: Ukusuka kwiSideline Cheerleaders ukuya kubadlali abadibeneyo
Zimnkile iintsuku abazali bengxola kwibleachers. Asiyonto nje eselula ye-Gen Alpha's savviness yedijithali okanye uthando lwezemidlalo olubenza bahluke; Umba omangalisayo weli qela lubudlelwane babo be-symbiotic kunye neentsapho zabo. Amandla osapho aphembelela kakhulu indlela abathengi abancinci abazibandakanya ngayo neempawu, ngophononongo olunye olubonisa ukuba i-82% yemikhwa yokusetyenziswa kwabazali itshintshile ngokusekwe kwingxelo yomntwana wabo. Le mpembelelo yezizukulwana ngezizukulwana iye yavusa amaza emidlalo agxile kusapho.
I-Decathlon's 2024 Umngeni woFamily Fit ukudityaniswa okuhlaziyiweyo kunye nezacholo ezihlakaniphile ezilandelela iinjongo ezidibeneyo-njengokuhamba i-50km ngenyanga-ukuvula izaphulelo kunye neeseshoni zokuqeqesha. Isiphumo? Iintsapho zaseFransi zingene kwiiyure ezi-4.2 ezisebenzayo ngeveki, kunye ne-58% yokugcina ephezulu. Ngokufanayo, iPeloton's Abantwana & Abazali Spin Duo iiklasi, apho iintsapho zinyofela kuluhlu lokudlala olulungiselelweyo, babone ababhalisile behlala nge-73% ixesha elide kunabasebenzisi ababodwa. Njengoko uGqr. Lisa Chen waseStanford esithi, “uGen Alpha ubona abazali njengabalingane beqela. Iibrendi eziququzelela intsebenziswano, njengokuyila izifundo zemiqobo kunye, zizuza ukunyaniseka. ”
Ezi zicwangciso-qhinga zosapho zigxininisa ingongoma ebanzi: Indlela ka-Gen Alpha kwezemidlalo yeyoluntu. Intengiso yezemidlalo yanamhlanje ayikho nje malunga nokuthengisa imveliso; imalunga nokwakha i-ikhosistim ezitsala iintsapho kunye noluntu lwasekuhlaleni. Iinzame zasekuhlaleni ezixhaswa yintsebenziswano engenzi nzuzo kunye nentsebenziswano karhulumente ibonise isithembiso esikhulu. Umzekelo, intsebenziswano phakathi kwe-Nike kunye ne-ChildFund Korea yaseSeoul idale iindawo zokudlala ezifikelelekayo ngokwasemzimbeni ezikhuthaza indlela yokuphila esebenzayo kwinqanaba loluntu. Ngokufanayo, amaphulo afana noSuku Lweembaleki Lwehlabathi “USuku Lweembaleki Lwabantwana EKhaya” abonelela iintsapho ngezinto eziluncedo—ezinjengamakhadi ezifundo zokuthintela imiqobo neephiramidi ezenziwa ekhaya—ukukhuthaza ukuhambahamba yonke imihla.
Ngaphaya kwe Trophies: Xa Ukonwaba Kubetha ukuphumelela
“Ukuba ayiyonwabisi, ayifanelekanga” ngumhobe kaGen Alpha. I-LEGO kunye ne-Nike's 2024 Iintshukumo zokudala intsebenziswano ithathe indawo yoqeqesho kunye nezifundo zemiqobo ezakhiwe yi-LEGO. Uphando lwasemva kwephulo lubonise ukuba i-89% yabantwana baziva “benebhongo nokuba ndiphulukene”—i-22% yokutsiba iinkqubo zemveli. Intengiso ka-Hyundai ka-2024 yokukrazula iinyembezi yatshintsha ibhodi yamanqaku ebhola ekhatywayo yafumana “ulonwabo-O-Imitha” yokulinganisa ukuhleka, iqhuba ukonyuka kwama-34% kubudlelwane bophawu lwabazali. Umyalezo? Uvuyo luvuthela iindebe.
Iingcali zeshishini ezibalaseleyo ziye zaqaphela ukuba amaphulo anjalo azisa ixesha elitsha lokuthengisa kwezemidlalo-enye apho kugxininiswa ukusuka kwintsebenzo yezemidlalo ukuya kwindlela ejikelezayo exabisa intlalontle, ubuchule kunye nokukhula komntu. Ngokomzekelo, uGqr. Emily Torres ovela kwiZiko loPhuhliso lwaBantwana laseYale kutshanje uthe, "Ukuphumelela kubaluleke kakhulu nge-23% ngaphantsi kwe-Gen Alpha kunovuyo lokudlala kunye nokufunda kuyo." Olu tshintsho lweparadigm lukhuthaza iibrendi ukuba zamkele iindlela zokuthengisa ezibhiyozela intshukumo njengokuzibonakalisa kwaye kwakhiwe amabali aphakamisa impilo yengqondo neemvakalelo ecaleni kobuchule bomzimba. Uphononongo lwaseYale luqinisekisa oku: I-76% ye-Gen Alpha yayiza kuyeka umdlalo ukuba iyeka ukuba mnandi, ngokuchasene ne-41% yeMillennials.
Incwadi yokudlala yeBrand: Imithetho emi-4 yokuPhumelela iGen Alpha
- Gamify Uhambo: I-AirWorld ye-Nike ingqina imivuzo edibeneyo (iibheji zeRoblox → urhwebo lokwenyani) umsebenzi. Tsiba iibhodi zabaphambili “eziphezulu ezili-10”-iGen Alpha iskrola ngaphaya kwazo.
- Uyilo lwamantombazana, emva koko uKhalishe: Sebenzisana namaqela abasetyhini asezantsi, njengeAdidas eRio. Kuphephe ukuhlanjwa kwepinki-babona ubandakanyo olusebenzayo ngoko nangoko.
- Iintsapho njengabadali: Izixhobo ezifana ne-app ye-Decathlon okanye iiklasi ezimbini ze-Peloton zingena kwiinjongo ekwabelwana ngazo. Khumbula: i-82% yokuthenga iqala ngezicelo zabantwana.
- Impilo njengeMpembelelo esecaleni: Balaselisa ukomelela kwengqondo, njengokwaNike Dlala Ngokukhuselekileyo, Ayigqibelelanga iikhathuni. Ukulahla iintetho zokutyeba-umyalezo osekelwe kuloyiko uwela phantsi.
Umbuzo oMkhulu: Ngaba ii-Brands zingazuza kwi-Joy Revolution?
Ngaba yintoni eyothusayo? Ukwala kuka-Gen Alpha kukhuphiswano lwe-cutthroat kunokuvula iimarike ezingasetyenziswanga. Ingeniso yePokémon Go yeedola ezisisi-1 sebhiliyoni ka-2023 ingqina ukuba "intshukumo edlalwayo" iyathengisa. Kodwa nyathela ngononophelo: ii-baloney detectors zabo zi-hypersensitive. Uphawu lwe-cereal luka-2024 luye lwajongana nokubuyela umva ekuxhaseni amaqela olutsha ngenkxaso-mali kusetyenziswa ukupakishwa okungazinzanga. Inzuzo kufuneka ihambelane nenjongo.
Njengoko umdlali we-Olympian uKatie Ledecky waxelela uGen Alpha: "Uhlobo lwakho lwezemidlalo-limdaka, luvuya, lugcwele isikrini-likamva. Siyayibamba."
Kwiimpawu, umdlalo utshintshile. Abaphumeleleyo baya kuba ngabo badlala ngemithetho yeGen Alpha-apho uvuyo, intsebenziswano kunye nokunyaniseka kulawula.
