We are seeing a tremendous shift in who plays games and what is important to them. Gen Z has the highest population among all generations in the US and almost 90% of them are gamers (compared to 59% of the total population). While this generation is more active than any other age group on social media, their favorite social haunts aren’t YouTube, Facebook, Snap, or TikTok; Gen Z is most at home in the creative worlds of video games.