QUESTION OF THE DAY: Where are your customers when they’re not on social media?
Because the answer has changed, but most strategies haven’t.
Inspired by a recent LinkedIn post from our Strategic Partnerships Manager, Nadav David, we started thinking about the many years digital marketers have spent optimizing for feed time, scroll depth, and impression counts. But many have lost sight of something critical:
The most emotionally engaged digital moments don’t happen on the feed.
They happen in the game.
Still on their phones. Still watching. Just not where you think.
We are living in a post-social media attention economy. Platforms like Instagram, TikTok, and YouTube Shorts still command massive reach: but they’re saturated, expensive, and algorithmically unpredictable. Meanwhile, mobile gaming quietly dominates both time and emotional focus, especially among Gen Alpha.
*Gen Alpha spends the majority of their leisure time on games – 21% - making games the number one source of entertainment for this generation (Source: Udonis.co).
*Mobile is by far the most popular platform for Gen Alpha gamers: 73% engage with games on their mobile phones, making them primarily mobile gamers (Source: Udonis.co).
These aren’t passive, background-scroll moments: this is hands-on, eyes-glued, emotion-driven engagement, exactly the kind of attention brands crave but often overlook.
So why are brands still glossing over it?
Because these moments hide in plain sight. No likes. No shares. No visible comment counts. Just focus… and often, no competition.
What we’ve heard in recent brand conversations is clear:
- Budgets are there.
- Strategies are thoughtful.
- Awareness of digital fragmentation is high.
Unfortunately, the average media plan leaves these peak attention moments completely unaddressed.
If you're pouring 6 or even 7 figures into “digital” and still feel like you’re chasing engagement, you are not alone. But maybe it’s not about how much you’re spending…it’s where you’re showing up.
How Kidoz Makes This Moment Work for Brands
At Kidoz, we specialize in helping brands show up where Gen Alpha are most immersed: in mobile games and kids’ apps. Our COPPA-certified SDK and Safe-DSP connect brands with fully contextual, age-appropriate ad experiences that meet users in the middle of fun, not distraction.
✅ We don’t chase feeds.
✅ We don’t rely on cookies.
✅ We don’t interrupt.
Instead, we integrate with moments of play, learning, and curiosity, creating brand experiences that feel native, not noisy.
Because attention isn’t disappearing. It’s just moved somewhere smarter.
The next time your team meets to review performance or plan media, ask yourself: Are we showing up where our audience is emotionally invested, or just where we’re used to being seen?
At Kidoz, we help brands reimagine what digital reach really looks like: by meeting families where they’re already engaged. And you guessed it - it’s right there in games.
Want to learn more? Let’s talk.
Stacey McDowall
