Board game manufacturers are evolving their products and rethinking classics to stay competitive in a burgeoning industry coupled with new consumer trends.
“We now have a generation that enjoys gameplay completely natively, both digitally and physically. This means that the overall frequency of gameplay is increasing, but importantly, There are more opportunities to play games and games are designed for a broader audience,” a Mattel spokesperson told Fox News Digital.
The industry is receiving a boost not only financially but also in terms of players, especially the younger generation. As the library of board games continues to grow, more Gen Z and Millennials are playing board games in a post-pandemic world to step away from screens and reconnect with other people.
Mattel has jumped on board with the changing landscape by launching Scrabble Together, a “cooperative” and “more accessible” version of the classic word game. The changes to the game are reportedly targeted at a Gen Z audience.
According to Opinion Matters research, the board game market is creating new trends among players.
Almost half of those surveyed had tried to make up a word to win at Scrabble, and three-quarters of players aged 25 to 34 had to check to see if the word was real.
Additionally, more than half of players between the ages of 34 and 54 play board games to relieve stress. More than two-thirds of players between the ages of 25 and 34 play board games to connect with friends.
The latest version released in Europe includes two aspects. The BBC first reported that there will be two versions of the game: an original game for players who want to stick with the traditional version, and a “less competitive” version that will appeal to Gen Z players.
The second side, called Scrabble Together, includes helper cards that are faster to play and use a simpler scoring system that allows for team play.
“The game taps into the tendency of young people to avoid competitive games and the feeling of losing, and instead prefer teamwork and collaboration, working together towards a fun goal,” former World Scrabble Champion Brett Smitheran said in a press release. It’s telling,” he said.
Scrabble Together is the first time in the game’s 75-year history that such major changes have been made.
“Family games remain the largest category, but party games and strategy games for adults are the fastest growing segment, and Mattel is capitalizing on that,” a Mattel spokesperson said.
In addition to Scrabble Together, the leading manufacturer has announced a variety of new party and strategy games. Additionally, Mattel is adapting digital platforms for variations of popular games such as UNO.
“Gameplay is here to stay. It’s mainstream. Much larger audiences are playing games more often, and we expect that to continue,” the spokesperson added.
FOX News’ Kendall Teets contributed to this report.
