New Generation, New Rules: The Role of Generational Analysis in Building Sustainable Game Studios
Baturhan Gürbüz
Venture Scout | Investment Platform Builder | Game Industry Strategist
Everyone entering the world of games seems to believe that ideas are king. In truth, an idea alone is no monarch — it’s a prince without a throne. The true crown belongs to understanding the player. And that player, contrary to lazy assumption, is not a monolithic creature that can be boxed under the label “gamer”.
The relationship Generation Z and Generation Alpha have with games differs as radically as the Baby Boomers’ relationship with television. One grew up in arcades; the other, in the infinite worlds of Roblox. That is why trying to please everyone with a single game is as romantic — and as impossible — as chasing a mirage.
Generational analysis steps in here. It isn’t a new fad but an old compass that most have left to gather dust with a shrug of “what’s the point?”. Yet it reads both numbers and cultural codes — not merely describing the present but pointing toward where the next wave of players is heading. Those who use it see the tide coming; those who don’t, drown in it. In short: generational analysis rewards not speed, but direction.
Anecdote: From 2016 to 2025 — In Roblox’s Shadow
Back in 2016–2017, my research showed Generation Z gravitating toward simulation and sandbox experiences, signalling a sector about to swell. At that time Gen Z were not yet the mainstream audience, but they were knocking at the door. I kept saying:
“The market is changing. The new generation is bringing its own gaming culture — one defined above all by simulation and tycoon games.”
Looking back now, it’s both gratifying and obvious that this prediction has come true. The echo of Roblox can be felt everywhere — from mechanics to aesthetics, even to community culture. Gen Z spent their childhoods not merely playing but building worlds. That freedom imprinted on them, and as adults they still chase that sensation — whether in Minecraft or Fortnite.
Players develop a nostalgic bond with the genres they grew up with, and later in life they keep seeking that same taste.
This is what generational analysis illuminates: the cultural luggage each generation carries. It’s more than a trend map — it’s a time machine. When used correctly, it lets designers forecast which genres will explode eight years from now, which game cultures will become mainstream, and which community dynamics will reshape monetisation models. The lingering influence of Roblox on today’s AAA titles proves this point vividly.
Games as the New Digital Public Square
By 2024, research revealed that Generation Alpha now spends more time in games than on social media — 5.2 hours weekly on gaming, versus 5.1 on social platforms.
They aren’t losing themselves on Instagram; they’re building worlds on Roblox, debating them on Discord, and spreading them through TikTok.
Over 90 per cent of young people engage with games in some form. Games have become not just entertainment, but a hub of identity and cultural interaction.
A studio that doesn’t know who it’s speaking to is flying blind. Without understanding which motivations drive which generation, every game becomes a voyage without a map — direction set by the wind. Even the brightest idea will wither without insight into its audience.
The Hidden Fuel of Sustainable Production
You can throw together a prototype over a weekend and upload it to Steam — perhaps even earn a few hundred downloads. But the real question is: will it live beyond the first week? Will it inspire a community, spark creators, attract investors?
This is where generational analysis shines. It shows which generation engages with which motivations, and what design elements sustain long-term growth.
Generation Alpha doesn’t merely play; they create. Among the 12–15 age group, demand for creative tools has risen by 7 per cent. For them, games are not products to consume but workshops for self-expression. The child who built worlds in Roblox will one day want to shape the parts of your game too. If you still deliver closed, one-way experiences, your project may end up in the digital graveyard before the first season ends. This generation doesn’t just want to play; they want to share the stage.
Sustainability means your game must live — not only on launch day but for months and years. It demands a constant flow of content, co-creation with the community, and design that evolves through player feedback. The data is unequivocal: the younger the audience, the stronger this expectation becomes.
Spending Habits: Investing in Digital Identity
Young people are paying for games — regularly. 58% of Gen Alpha and over half of Gen Z spend money in-game. But they’re not buying $60 discs; they’re buying skins, battle passes, and cosmetics — in other words, identity. Customising an avatar is a public declaration of self, a ticket to belonging and status.
In the United States, 37 per cent of the average teenager’s monthly allowance (around $45) goes to games. In investment terms: gaming is no longer a one-off purchase but a recurring subscription behaviour. They aren’t simply buying access — they’re updating their identities monthly.
The model is sustainable, but only if it remains fair, transparent, and aligned with player values. “Pay-to-win” mechanics are instant red flags for Gen Z — social poison that cancels a studio overnight.
When Designers Catch the Insight
At the 2025 Game Developers Choice Awards, Balatro took home four prizes, including Game of the Year — a perfect case study in generational insight. While AAA giants poured millions into RTX-melting visuals, Balatro captured Gen Z’s craving for rhythm and replayability. It bet not on spectacle but on a sharp, elegant loop — and won.
This proves that true power lies not in budget but in understanding. Generational data, correctly read, trumps graphical extravagance. Which generation craves which experience? Which mechanics sustain engagement not just for a day but for months? Studios that don’t ask such data-driven questions are already lining up for the 2025 indie graveyard.
Strategic Insights for the Future
Understanding today’s players isn’t enough; you must anticipate how they’ll invest, consume content, and form communities tomorrow.
Strategy is a long road. Apply the cycle of measure–learn–repeat in every sprint. Segment your users by age, platform, and motivation, and personalise both content and monetisation accordingly.
Generational analysis doesn’t just explain today — it decodes the DNA of the studios that will still be standing in 2030.