The revolution is not being televised
By Rob Doherty
19-11-2024
Rob Doherty explains why social gaming and interactive storytelling are the future of the kids’ industry.
The world of kids’ content is currently undergoing seismic evolution, some might say revolution, with traditional media finding itself increasingly marginalised by a new wave of content formats that are fundamentally altering how young audiences engage with stories.
Among these, social gaming and interactive storytelling are leading the charge, offering dynamic, participatory experiences that stand in stark contrast to the passive consumption models of old. This transformation is not merely a trend but a paradigm shift that traditional content creators must take seriously if they wish to remain relevant in coming years.
For decades, children’s content was largely a one-way street. Television shows, movies and books were created by adults and consumed by children, and while they often sparked imagination, they rarely invited direct participation from the audience itself.
The digital age has ushered in a new era where the lines between consumer and creator are increasingly blurred. YouTube may have been the market-leading platform for this revolution, but social gaming and interactive storytelling on multiple platforms now empower children to become active participants in their own entertainment, not just passive viewers. A recent YouTube-led survey found 65% of Gen Z consider themselves content creators.
Roblox has become a hub for user-generated content
Platforms like Roblox, Minecraft, Fortnite, TikTok, Zepeto and, yes, YouTube exemplify this shift. These are not just games; they are expansive, immersive, interactive worlds where children can build, explore and create their own stories. Roblox, in particular, has become a hub for user-generated content, where kids can design their own games, share them with friends and even monetise their creations. This participatory model is deeply engaging because it taps into children’s innate creativity and desire for social interaction, puts them in the driver’s seat and offers a sense of ownership over the content they consume.
In games like Fortnite, the narrative is shaped by the community. Epic Games, the creator of Fortnite, regularly updates the game with new storylines, events and even crossovers with popular franchises, but it is the players who ultimately drive the story forward through their actions. This communal approach to storytelling is very resonant for kids who are increasingly looking for social connections in their digital interactions. Kids today are looking for more than just entertainment – they want to connect, create and share with their peers.
The implications of this shift, from passive to interactive, are profound. As social gaming and interactive storytelling continue to grow, they are redefining what it means to create content for kids. Future content will likely be less about creating polished, linear narratives and more about providing the tools and environments where kids can create their own stories.
Moreover, the rise of social gaming is leading to new business models in the kids’ content space. Traditional revenue streams like toy and merchandise sales are being replaced by microtransactions, subscription services and virtual goods. Companies like Roblox are already capitalising on this shift, generating billions by selling virtual currency that kids can use to customise their avatars and build their worlds. This not only changes the economics of content creation but also shifts the focus towards long-term, continued engagement rather than one-off sales. Maybe not really all that different from brand building, to use old-school parlance.
The continued and inescapable growth of social gaming and interactive storytelling marks a pivotal moment in the (r)evolution of kids’ content, and the landscape will be increasingly defined by participation, creativity and social connection. For traditional content creators, this is both a challenge and an opportunity – to innovate and engage with young audiences in ways previously unimaginable.
To stay relevant, content creators need to rethink their approach, not only to the content they are creating but where they are creating it and how it finds its audience. Ultimately, children still want to engage with content and brands. As creators, we need to collectively educate ourselves on the content children are engaging with and where and how they are consuming it. Those who can successfully navigate this new terrain will not only survive but thrive in the future of kids’ content.
The revolution will be no re-run.
