Online worlds offer gateway to youth

Brands target the attention economy

- SUCHIT LEESA-NGUANSUK

Brands are capitalising on online gaming and virtual worlds to tap Gen Z and Gen Alpha markets in what is dubbed the attention economy.

Thailand is among the top three countries in terms of internet users playing video games, rated at 93% for all devices, joining the Philippines and Indonesia, according to 2025 data from digital agency We Are Social.

“In the attention economy, the abundance of platforms and overwhelming content make it increasingly challenging to capture users' attention — especially on social media, where feeds are overflowing,” said Patthawee Apiwatcharoensin, associate director of strategy at We Are Social Thailand.

Digital advertising often struggles to engage with Gen Z as 63% of them use ad blockers, and they lose attention within 1.3 seconds, he said.