To celebrate Safer Internet Day 2025 members of the SuperAwesome team have created a series of blogs to spotlight some of the ways we’re building a safer internet for the next generation. We’ll be covering personal perspectives as well as actionable insights and learnings from trusted data privacy and online safety experts. In this blog our Global Head of Policy and Regulatory Affairs, Katie Goldstein, delves into best practices for brands that are looking to engage youth audiences safely and appropriately in gaming environments.

The digital world is rapidly evolving, and with it, the ways brands connect with young audiences are too. Gaming platforms are no longer just entertainment destinations; they’re where Gen Z and Gen Alpha play, relax, socialize, and consume their content. This presents incredible opportunities for brands but it also necessitates a responsible approach that prioritizes safety, privacy, and ethical engagement.

SuperAwesome’s research confirms that gaming is now the entertainment of choice for Gen Z and Gen Alpha, who are heavy consumers of digital content, spanning social media, gaming, and virtual environments. This is supported by data from Ofcom, which revealed that 90% of kids aged 3-15 are now gaming, including rising participation among preschoolers. 

This growth necessitates heightened responsibility for brands looking to reach youth audiences and advertisers must navigate the evolving landscape of privacy laws, child protection regulations, and ethical considerations when engaging them.

As we celebrate Safer Internet Day, and the activations happening globally around it, we want to share best practices to help overcome some of the challenges of responsible advertising in these immersive digital spaces.

Protecting Privacy: A Guide for Responsible Advertisers

As gaming becomes more immersive, privacy concerns for young audiences have escalated. These concerns are driven by the nature of the platforms themselves – where users may be required to share personal information, engage in social interactions, and participate in virtual economies – which may result in over-collection of personal data, inappropriate use of that data, and potentially inappropriate interactions with other players.

To effectively and responsibly reach young audiences in their digital worlds, consider these best practices:

  • Minimize Data Collection: Collect only the information absolutely necessary for the service you’re providing. Less data means less risk, enhancing kid’s safety online.
  • Obtain Explicit Consent: Implement clear and understandable mechanisms for obtaining parental consent before collecting or processing any children’s data. Make sure parents understand what data is being collected and how it will be used.
  • Offer Privacy-Protective Defaults: Ensure default settings are set to the highest privacy level. Minimize data collection by default and empower users (or their parents) to choose what they want to share.
  • Prioritize Data Security: Employ robust security measures to protect children’s data from unauthorized access, use, or disclosure. 
  • Empower Users with Control: Provide kids and parents with clear and accessible tools to manage their privacy settings, including the ability to delete data or opt-out of data collection.
  • Educate and Inform: Include age-appropriate explanations about data collection practices within the gaming experience. Help kids understand the importance of privacy and how to protect their personal information.

Designing for Kids: Best Practices for Age-Appropriate Gaming Experiences

Age-appropriate design codes (AADCs or Children’s Codes), like the UK’s AADC and the newly enacted Maryland Children’s Code, are changing how digital services are built for young audiences. These codes go beyond privacy, setting standards for data protection, age-appropriate content, interface design, and the overall user experience.  They tend to focus on key principles, including data minimization, transparent data collection/use and the prohibition of manipulative design or the use of dark patterns.

To effectively and responsibly design kid-friendly experiences in the digital world, consider these best practices:

  • Age-Appropriate Language and Visuals: Use clear, concise language and age-appropriate visuals that kids can easily understand. Avoid complex terminology or design elements that may confuse or mislead young players.
  • Encourage Healthy Gaming Habits: Incorporate features like break reminders and easy exits to give kids more control over their screen time.
  • Reduce Pressure and Frustration: Autosave progress and offer positive reinforcement, even after losses.
  • Moderate Interactions: Implement robust moderation systems to minimize the risk of inappropriate interactions between children and adults. Utilize a combination of automated tools and human moderators to create a safer online environment.
  • Safe and Supportive Social Interactions: Provide tools and mechanisms for children to report inappropriate behavior, block unwanted contact, and manage their online interactions safely. Foster a positive and inclusive online environment.
  • Disable Location Tracking by Default: Ensure location services are turned off by default and require explicit parental consent before enabling them.
  • Regularly Review and Update: Continuously evaluate the design and features of your gaming experience to ensure they remain compliant with evolving AADCs and best practices for child safety online.

At SuperAwesome, we’re at the forefront of this global shift. Our expertise in age-appropriate design helps brands navigate these evolving requirements to create digital experiences that are both engaging and safe for kids. 

If you’re interested in learning more, SuperAwesome offers customized training programs such as KidAware and TeenAware to help brands better understand and comply with child protection laws.  If you’d like to discover more about how you can make digital products and marketing safe for youth audiences, get in touch.