To make video games for Gen Z, be authentic

March 19, 2026 - 18:31

The gaming landscape is undergoing a significant shift as Generation Z becomes a dominant force. According to Sharon Tal Yguado, CEO of Astrid Entertainment, the core assumption that younger audiences have abandoned games is a misconception. "They're playing games. It's just that their attention and needs are changing," she notes, highlighting a critical evolution in player expectations.

This generation, raised on social media and digital interaction, prioritizes genuine connection and authentic experiences. They are drawn to games that offer meaningful social interaction, personal expression, and narratives that reflect diverse, real-world values. Simply replicating past successes with updated graphics is no longer a viable strategy.

Developers aiming to engage this demographic must move beyond traditional models. Success hinges on building communities, fostering player agency, and integrating elements of co-creation and shared experience. The games that will resonate are those that feel less like isolated products and more like dynamic, participatory platforms. For the industry, the mandate is clear: to win over Gen Z, authenticity isn't just a feature—it's the foundational principle of modern game design.