There’s still a lot of noise about “the TikTok generation”. Short attention spans. Constant scrolling. Instant gratification. And while there’s some truth in there, it’s also… incomplete. Over the past year, through our Seed Fund research, interviews with kids and parents, and a frankly unhealthy amount of snacks (and reading), we’ve been trying to get past the headlines. Not to label younger players, but to understand how they actually make decisions, what keeps them engaged, and why some ex...

There’s still a lot of noise about “the TikTok generation”. Short attention spans. Constant scrolling. Instant gratification. And while there’s some truth in there, it’s also… incomplete. Over the past year, through our Seed Fund research, interviews with kids and parents, and a frankly unhealthy amount of snacks (and reading), we’ve been trying to get past the headlines. Not to label younger players, but to understand how they actually make decisions, what keeps them engaged, and why some ex...