In 'Zoran's Update', experienced games manager Zoran Roso comments on current industry topics on LinkedIn. GamesMarkt is republishing the update with Zoran's consent. This time's topic: Four market shifts that Zoran intends to keep an eye on in 2026.
Happy New Year!
As we settle into 2026, there is a palpable sense of relief in our industry. The data and our own anecdotal experiences, suggest that the long "video game winter" that followed the pandemic boom is finally fading. Investment is stabilizing, and growth is picking up.
But if you’re expecting a return to the easy growth of the 2010s, you might be looking at the wrong map.
I’ve been diving into the latest research (specifically BCG’s 2026 forecast), and it’s clear that while the numbers are up, the rules have changed. We aren't just seeing growth; we are seeing a collision of platforms that is rewriting how games are built, bought, and played.
Here are the four shifts I’m watching closely this year.
We are past the hype cycle and into the reality of Generative AI. About 20% of new games on Steam now disclose AI use.
The opportunity here is massive for efficiency and new types of gameplay (think NPCs that actually remember your conversations). But there is a real risk of the market being flooded with low-quality, derivative content, what the industry is calling "gameslop."
My take for 2026: Discovery and curation will be more valuable than ever. The studios that use AI to enhance creativity with intention rather than replace it will win.
If you’re still dismissing User Generated Content (UGC) as just a Minecraft or Roblox phenomenon, look at the money. Payouts to creators in Fortnite and Roblox alone topped $1.5 billion last year.
We are seeing a shift where games are becoming hardware-agnostic platforms. The barriers between "player" and "creator" are dissolving, and engagement is skyrocketing because of it.
For decades, we focused on the "Console Wars." That era is fading.
With 60% of gamers having now tried cloud gaming (and 80% reporting a positive experience), we are moving toward a hardware-agnostic future. The battleground for 2026 isn't about which black box sits under your TV; it's about ecosystems that follow the player from phone to desktop to TV.
This is the "sleeper" trend that will hit hard in 2026. Regulatory pressure (like the EU's DMA) has finally cracked the app store duopoly.
Developers now have real options, web stores, third-party payment systems, and direct distribution. For a sector that accounts for 50% of global gaming revenue, this is an earthquake. It means better margins for developers and more control.
Gamers are back, but they are price-sensitive. 75% say price impacts their choices, and many are waiting for discounts. This means commercial strategies need to be smarter, think tiered pricing and better windowing, not just higher price tags.
The "winter" is over, but the landscape has changed. Let's make 2026 the year we embrace the disruption and new ways of approaching games and gamers alike.
Here’s to a prosperous new year for everyone in the industry!
Source:
Ernesto Pagano
Zoran Roso stands as a highly influential veteran of the video game and entertainment industry, with a distinguished career spanning over 25 years in global publishing, marketing, and leadership roles. His professional journey includes serving in significant executive positions at some of the world's most recognizable gaming giants, including Rockstar Games/Take 2 Interactive, Activision Blizzard, and Sony PlayStation, where he was instrumental in the marketing and strategic positioning of flagship AAA franchises and brands. Most recently, he leveraged this extensive experience as the Global Publishing & Marketing Director at Tencent Games, a critical role focused on expanding the company's international reach and developing successful go-to-market strategies for its massive portfolio of internal and partner studios.
Now operating as the founder of ZR Consulting, Zoran continues to drive success in the industry by advising major global publishers and developers. His firm specializes in crafting winning strategies for international brand development, optimizing live service performance, and executing flawless launch plans across all major platforms, including console, PC, and mobile. An active figure in the global games community, his career is marked by a clear strategic vision and a successful track record in translating complex products into global commercial successes.
Contact details:
ZR Consulting
eMail: zoran.roso@zrconsulting.de
LinkedIn: https://www.linkedin.com/in/zoran-roso/
