'They're playing games. It's just that their attention and needs are changing,' says Astrid Entertainment CEO Sharon Tal Yguado.

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Sharon Tal Yguado, CEO of Astrid Entertainment, presented at GDC Festival of Gaming 2026 on how to reach Gen Z players. Despite narratives that younger generations are abandoning games, 85% of teens still play. The shift is in how they play: Gen Z favors social sandbox experiences like Roblox, Minecraft, and Fortnite over premium single-player titles, treating games as social hangout spaces rather than hobbies. To market to them, studios should abandon polished trailers in favor of authentic content on YouTube and TikTok, partner with trusted influencers, and build games designed around social creativity and self-expression.

To make video games for Gen Z, be authentic