Based on an interview with Sol Saltiel published in the Greek marketing magazine AdBusiness
Youth Attention is no longer a theoretical concept. Market behavior and industry insights clearly indicate that young audiences are not simply using digital media; they are living inside digital environments with their own rules, rhythms and social dynamics. According to industry estimates, billions of users worldwide engage with video games, while mobile gaming represents a substantial share of global gaming activity. For Gen Z and Gen Alpha, gaming environments function as primary spaces for social interaction, self-expression and creativity.
Today, youth attention is concentrated across three core digital environments. The first consists of curated mobile gaming ecosystems, such as those developed by Kidoz and Prado. These environments are purpose-built for children and teens, operate under strict COPPA-compliant frameworks and prioritize safety, contextual relevance and age-appropriate engagement. Unlike open social platforms, they encourage active participation rather than passive scrolling, resulting in deeper and more sustained attention.
The second environment is formed by immersive digital platforms, with Roblox as a defining example. Roblox functions not as a single game, but as an evolving digital society where young users create content, socialize, form communities and express identity. In this context, effective brand presence must be immersive, participatory and world-native. Branded experiences, virtual objects and NPCs integrated organically into gameplay consistently outperform traditional advertising formats.
The third environment is in-game advertising, where brand visibility is embedded directly within gameplay through virtual environments such as streets, arenas and stadiums. When executed correctly, in-game advertising operates similarly to digital out-of-home media, building awareness without disrupting the player experience. Platforms such as Eskimi have played a key role in advancing this model through non-intrusive, contextually aligned placements.
Within this evolving landscape, Fast River has established a long-standing and often pioneering presence in the Greek youth digital ecosystem. The company was among the first in the market to develop systematic in-game advertising through Eskimi and to invest early in Roblox ads and immersive brand activations. At the same time, its long-term partnerships with Kidoz and Prado have created one of the most stable and brand-safe access points to curated mobile gaming environments.
Collectively, these platforms represent one of the most substantial youth-only digital reaches in Greece today. Kidoz and Prado reach approximately 1.74 million children and teens, Roblox is estimated to engage around 350,000 young users nationally, and Eskimi’s in-gaming inventory provides access to over 1 million youth gamers. Fast River’s strategic focus extends beyond ad placement, emphasizing the responsible and organic integration of brands into the digital environments where youth attention is actively forming.
