These days, many kids’ first experiences with money aren’t in a store: they’re in a game. Whether it’s buying skins in games like Fortnite, unlocking new levels in Subway Surfers, or earning virtual currency in favorite mobile games, gaming has become an entry point for financial decision-making at an early age. But what does this mean for brands, and how is gaming shaping the next generation of consumers?
Gaming as a Pathway to Digital Spending
The global mobile gaming market is projected to reach $105.7 billion in 2025, and a significant portion of this revenue comes from in-game purchases. Kids are growing up in an era where virtual goods have real value, and their spending habits in gaming ecosystems could influence how they perceive money, transactions, and brand loyalty in the future.
Some key trends include:
➡️ The Rise of Microtransactions – Many mobile games are free to play but rely on small in-game purchases (skins, boosters, character upgrades, etc) to drive revenue. This introduces kids to spending in digital environments early on.
➡️ Virtual Currencies & the Psychology of Spending – Many games use their own in-game currency (such as Robux, V-Bucks, Gems) rather than "real" money. Studies show that when consumers, especially kids with little to no financial literacy, spend virtual currency instead of actual dollars, they’re more likely to make impulsive purchases. This can be challenging for parents and caregivers and brands that want to create positive associations with these experiences.
➡️ Subscription Models & Recurring Payments – Gaming services (like Roblox Premium and Fortnite Crew) introduce kids to the concept of monthly payments and loyalty programs, shaping their future spending behaviors.
Early Brand Exposure = Lifelong Brand Loyalty
For brands, the connection between gaming and consumer habits can be a massive opportunity, if executed mindfully and with integrity. Brand exposure at an early age can influence purchasing decisions for years to come, therefore when kids interact with branded content in a game, whether through virtual goods, product tie-ins, or in-game ads, they’re forming associations that last well beyond childhood. It is key to create positive and genuine associations right from the get go.
👉Gaming as an Early Shopping Experience – The mechanics of making purchases in a game closely mirror online shopping, teaching kids decision-making, budgeting, and prioritization, often long before they even have their first debit card.
👉Influencer Impact – Many young gamers follow streamers and influencers who promote in-game items or branded partnerships. This form of social proof drives kids’ desire for specific digital products, much like influencer marketing in traditional retail. Choosing partners that act with integrity is critical for all brnads.
👉Cross-Platform Purchasing Behavior – Research indicates a significant correlation between in-game spending and broader digital commerce behaviors. Video gamers consistently outperform other consumers in online spending metrics, not just within gaming but across various e-commerce platforms. This suggests that individuals who engage in in-game purchases are also more inclined to spend on other digital goods and services.
The Responsibility of Brands & Game Developers
As kids engage more in digital spending, brands and game developers have a responsibility to promote ethical monetization strategies.
🔹Transparent Pricing – Parents and kids need clear, upfront costs rather than surprise fees. This also applies to ads that must be forthcoming and transparent about any spending or purchase intent.
🔹 Parental Controls – Tools that allow parents to monitor and manage spending are essential in today’s gaming environments (across all platforms!). Kid-safe, compliant apps and games must adhere to strict COPPA and GDPR rules and regulations.
🔹 Education & Digital Literacy – Brands that help kids understand the value of money in gaming, while making the experience fun and safe, will build trust and loyalty.
🔹 Privacy & Compliance – Regulations like COPPA (Children’s Online Privacy Protection Act) ensure that kids’ online spaces remain secure and free from exploitative practices. Brands must prioritize compliance with privacy laws to protect young audiences while maintaining a safe and trusted environment for engagement. (The Kidoz network is the only mobile source of COPPA complaint, kid-safe games and apps in the world!)
What This Means for the Future
Gaming is no longer just entertainment: it’s where kids start learning how to make choices about spending in a fun and interactive way. Brands that understand how digital play shapes financial literacy and consumer habits can build stronger connections with young audiences.
For advertisers, mobile gaming represents an underserved opportunity to engage future buyers in ways that are immersive, organic, and brand-safe.
Is your brand ready to connect with the next generation of digital consumers? Kidoz is ready to launch.
Stacey McDowall
