TheFutureofPlay:

KeyTrendsintheGamesIndustry

2026

Contents

Whathappenedinthegamesindustryin2025?

3

Playerprotection-

creatingsafer

gamingenvironments

4

Continuedgrowthofcasualgaming8

NewusesofAIingaming10

Riseofforeign

investmentinChina

12

Keytakeawaysandpredictions

14

Keycontacts16

2Keytrendsingames2026

Whathappenedinthegamesindustryin2025?

2025wasaturbulentyearforthevideogamesindustry.Whilst

revenuesreportedlyincreasedtonearly$200billion(acrossmorethan3billionplayersworldwide),2025sawstudioclosuresandlay-offs,

highprofilelitigationonindustry-criticalissues,andanaccelerationofthetrendtowardstighterregulation.Indeed,governmentsworldwidearescrutinisingissuesrangingfromplayerprotection(particularlyforminors)anddataprivacyinconnectedgamingexperiencesthrough

toplatformresponsibilitiesforuser-generatedcontentandsome

fundamentalareasofmonetisation(suchasvirtualcurrenciesandlootboxes).Asweenter2026,webelievetheindustrywillcontinuetoseeincreasedregulation(backedupbymoreenforcementactivity)and

rapidtechnologicaladvancement(particularly,butnotexclusively,inrelationtoAI)

Thisarticleexploresthekeydevelopmentsexpectedtoshapethe

gamesindustryin2026,focusingontheregulatoryengineroomof

theUK/EU,butalsobringinginaninternationalperspectivefrom

ourinternationaloffices.Wewilltouchon:stricterplayerprotectionmeasuresacrossmultiplejurisdictions,theconsolidationofcasual

gaming’smarketdominance,AI’stransitionfromanexperimentaltooltoacoredevelopmentalfeature,andnewopportunitiesforforeign

investmentinChina.

3Keytrendsingames2026

Playerprotection-

creatingsafergamingenvironments

Playerprotectionhasbecomeadefiningthemeforthegamesindustryinrecentyears,withregulatorsworldwidemoving

awayfromlight-touch,self-regulatoryapproachestowardscomprehensiveframeworkstacklingillegalcontent,onlinesafety,protectionofminorsandplatformaccountability.

4Keytrendsingames2026

OnlineSafety

EU&UK

TheEU’sDigitalServicesAct(“DSA”)andtheUK’sOnlineSafetyAct(“UKOSA”),bothcoveredindetailinour

2025horizon

scan,

arebeingactivelyenforcedbyregulators.TheEuropean

Commission(“EC”)hasopenedformalproceedingsunderDSA,

whileOfcom(theUKOSAregulator)hasstartedactivelyenforcingUKOSA.Gameswithuser-generatedcontent,in-gamechat

capabilities,worldbuildingormarketplacefunctionalitiesareexperiencingthemostsignificantimpact.

FromaDSAperspective,asignificantupdateinJuly2025was

theEC’spublicationofitsguidelinesoncompliancewithArt28(1)DSAwhichrequiresonlineplatformstoimplementmeasuresto“ensureahighlevelofprivacy,safety,andsecurityofminors”on theirservice.The

guidelines

recommendawide-rangingsuiteof safetymeasures,manyofwhichreflectprecautionarymeasuresproposedinthecataloguesoftheGermanyouthprotectionlawandOfcominitsChildren’sSafetyCodesofPractice.

MeanwhileinOctober2025,Ofcompublishedguidance

specificallyaddressinghowtheUKOSAappliestothevideo

gamesindustry.The

guidance

clarifiesthatgamesenablinguserinteractionthroughprofilecreation,avatarmanipulation,objectandenvironmentmanipulation,orvoiceandtextchatwilllikelyfallwithinscope.Forfurtherdetails,seeourarticle

here.

FordetailonhowtheDSAandUKOSAhavebeenimplementedatanationallevel,seetheBird&BirdDSA&UKOSA

ImplementationTracker(

linkhere

).Youcanalsolearnmore

abouthowtheDSA’sscopeandobligationscomparetheUK

OSA’sintheBird&BirdOnlineSafetyStocktakearticle(

linkhere

).

Australia

Inaborderlessdigitalworld,itseemsinevitablethatregulatorytrendsinonemarketwillspreadtootherjurisdictions.Australiahasbeenoneofthelatestjurisdictionstobringinnewlaws

moderatingonlineplatformswiththeAustralianOnlineSafety

Act(“AUSOSA”).However,inapioneeringmove,from10

December2025,age-restrictedsocialmediaplatforms(“ARSMP”)mustdemonstratethattheyaretaking“reasonablesteps”to

preventunder-16sfromholdingaccountsontheirplatforms.

WhiletheAustraliangovernmenthasconfirmedthatonline

gamesareexcludedfromtheOnlineSafety(Age-Restricted

SocialMediaPlatforms)Rules2025issuedundertheAUSOSAfornow,thisissubjecttoreviewintwoyears.Givenhowotherjurisdictionsaretreatingvideogames,thereisapossibility

Australiacouldfollowsuitandbringgameswithinscope.

GuidancefromtheOfficeoftheAustralianInformation

Commissioner(“OAIC”)andtheeSafetyCommissionerhelpedtoshedlightontheregulatoryage-assuranceexpectations

onASRMPinAustralia.Formoreinformation,seeourrecentarticleontheOAICGuidance

here

andourarticleoneSafetyCommissionerGuidance

here.

5Keytrendsingames2026

DigitalFairnessAct

Theregulatorylandscapedescribedabovesetsthescene

fortheDigitalFairnessAct(“DFA”),whichissettobethekey

developmenttowatchin2026intheEU.Whilethelegislationwillnotcomeintoforceuntil2027attheearliest,2026istheyearwhentheindustrywillseehowtheEUintendstoextendplayerprotectionprinciplestoin-gamemonetisationpractices,potentiallywithaparticularfocusonvirtualcurrencies.

TheDFAhasemergedfromthesameconsumerprotection

concernsdrivingtheDSAandUKOSAbuttargetscommercial

practiceswithindigitalservicesandinparticularwithingames.ItisdesignedtocloseperceivedregulatorygapsleftbytheDSA,DMAandexistingconsumerprotectionlegislation,particularlyregardingB2Cpracticessuchasdarkpatternsinsubscription

cancellations,influenceradvertisingtransparency,andpersonalisedpricing.

Thesignificanceforgamesisparticularlyacutegivenwhathas

ThepublicconsultationontheDFAclosedon9October2025.

TheCommissionisexpectedtopublishresultsinQ22026,withadraftlegislativeproposalanticipatedinQ32026.ItremainstobeseenwhethertheDFAwilltaketheformofadirectlyapplicableregulationoradirectiverequiringnationalimplementation.In

anycase,thegamesindustrywillneedtopro-activelyengage

inthelegislativeprocesstoensurethattheconcernsraised

bytheBEUCandCPCNetwork(aswellasintheFitnessCheck)

areaddressedinaproportionatemannerthatdoesnotcause

wholesalerevisionstoin-gameeconomies(particularlythosethatrelyonvirtualcurrencies).

occurredoverthepast18months.Asabriefreminder:

inSeptember2024,theEuropeanConsumerOrganisation

“2026istheyearwhentheindustrywillseehowtheEUintendsto

extendplayerprotectionprinciplestoin-gamemonetisationpractices”

(BEUC)fileda

complaint

callingforstrongerregulationofin-gamemonetisationandabanonpremiumvirtualcurrencies;

shortlyafter,theCommission’sDigitalFairness

‘FitnessCheck’

identifiedthegamesindustryasakeyareaofconcern,

highlightingvirtualcurrencies,lootboxes,darkpatterns,personalisationtargetingminors,andlackofpricing

transparency;and

inMarch2025,theEU’sConsumerProtectionCooperation(CPC)Networkpublisheditsinfamous

principles

seekingtopromotetransparencyandfairnessintheonlinegaming

industry’suseofvirtualcurrencies.Anextensiveanalysisoftheprinciplesissetout

here,

butinshorttheytakearadicalinterpretationofexistinglaw(arguablycreatingnewlaw)insuchawayastocompromisesomeofthefundamentalsofmanyin-gameeconomies.

6Keytrendsingames2026

7Keytrendsingames2026

AgeAssurance

Newlawsandguidanceintheprivacy&onlinesafetyspace

relatingtoageassurancecontinuetobecomeapplicable–for

example,theAustraliansocialmediadelay(seeabove)from10December2025,andOfcom’sageassurancechildren’ssafety

measuresfrom25July2025.TheUK,sprivacyregulator(the

InformationCommissioner(“ICO”)andOfcomareduetoreleaseajointstatementonageassuranceinearly2026.

Aglobalregulatorytrendthatshouldbemonitoredbygaming

studiosistheroleofappstore-levelageassurance.TherehavealreadybeendevelopmentsintheUSandSingaporeinthis

space.InNovember2025,Ofcomlaunchedacallforevidence

undertheUKOSAseekinginputonwhetherchildren’ssafety

wouldbebetterprotectedthroughgreateruseofageassuranceatappstorelevel.Thiswouldbeashiftfromtheexisting

approachunderUKOSA,whichputstheonusforcompliance

withchildren’ssafetymeasuresontheuser-to-userservice

provider.WiththeOfcom

callforevidence

havingclosedin

December2025,weexpecttheappstorereporttobesubmittedtotheGovernmentbyJanuary2027.Thisisakeyareatowatchastheregulatoryapproachtoageassurancecontinuestoevolve.

Children’sprivacy

Children’sprivacycontinuestobeapriorityfocusfordataprotectionregulators.

On1December2025,theICO

announced

alongsideitslatest

Children’sCodeStrategyprogressupdate

thatitwillbescrutinisingthecomplianceof10popularmobilegameswiththeChildren’sCode.Thereviewwillassessdefaultprivacysettings,geolocationcontrols,andtargetedadvertisingpractices.TheICOnotedthat“ourearlyreviewsuggeststhatmanymobilegames’designfeaturescanbeespeciallyintrusive,raisingimportantquestionsabouthowthesegamesaredesignedandexperienced,andtheiradherencetotheICO’sChildren’scodestandards”.ThegamingsectorintheUKshouldwatchcloselyandtakenoteofanypracticaltakeaways.

2Continuedgrowth

ofcasualgaming

Casualgames-simple,easy-to-pick-upmobiletitlesdesignedforshortplaysessions-havebecomeoneofthemost

influentialsegmentsoftheglobalgamesindustry.Thepast

yearhasseencasualgamesgrowmorecomplexwhile

remaininghighlyaccessible.Downloadshavestabilisedafterseveralyearsofdecline,andplayerspendinghascontinuedtorise-reaching$22billionin2024-drivenbymoreengaging

features,refinedLiveOps,andsmartermonetisation.

8Keytrendsingames2026

9Keytrendsingames2026

DeeperprogressionsystemsraiseIPconsiderations:

Hybrid-casualtitlesincreasinglyrelyonpersistentworlds,layeredprogression,andcontinuouscontentupdates.

GamessuchasHomescapes,Fiona’sFarm,andTriple

Match3Dshowhowextendednarrativearcsandlong-termassetdevelopmentdrivesustainedengagement.WhileIPmanagementistraditionallycentralinAAAdevelopment

andfarlesscriticalinclassiccasualgames(e.g.,simplecardorpuzzleformats),thesehybridmodelsshiftcasualgamesclosertoAAA-levelcontentcomplexity.Asaresult,IPrisksresurface:allassetsmustberights-cleared,third-party

contentmustbeproperlylicensed,andevolvingcontentpipelinesmustbestructuredtoavoidinfringement.

onunfaircommercialpractices,particularlywheretheymateriallyinfluencedecision-makingoraffectminors.

MonetisationisalsoshiftingfromintrusiveadsandgenericIAPstowardspersonalisedvaluepropositionsbasedon

individualengagement,raisingadditionaltransparencyandprofilingconsiderations.

“Consumerlawincreasinglyshapesmonetisationmodels,including

transparencyforin-apppurchases”

Youthprotectionandgamblinglawremaintheprimaryregulatorytouchpoints:Casualgamesfrequentlyoperateneartheboundaryofgamblingregulation,especiallywhenusingrealmoneystakingorelementsofchancelikeloot-

box-typefeatures.Manytitlesdeliberatelyemphasise

predominantskillelementstoavoidclassificationas

licensedgambling.Thesemechanics,togetherwithin-gameadvertising,alsoraisesignificantyouth-protectionconcerns(e.g.,interactionrisks).

Consumer-lawrequirementsextendtomonetisation,LiveOps,andpersonalisation:Consumerlawincreasinglyshapesmonetisationmodels,includingtransparencyfor

in-apppurchases(andissuesregardingvirtualcurrencies

morebroadly–seeabove),pricing,consent,anddark-

patternprohibitions.LiveOps—ongoingevents,behaviouralincentives,anddynamiccontentupdatesthatsteeruser

engagementovertime—canfallunderEUandUKrules

NewusesofAI

ingaming

Asoutlinedinour2025horizonscan,generativeartificial

intelligenceingaminghasevolvedrapidlyoverthepastyear.Thisdevelopmenthasledtotwodistincttechnologicalpaths:(i)generativeAIisnowintegraltogame-developmentworkflows,and(ii)agenticAIissupercharginggamesthrough“l(fā)iving”NPCswithpersistentmemoriesandintelligentbackendsystemsthatdynamicallyadjustdifficultyinreal-time.

10Keytrendsingames2026

Asaresultofthisrapidadvancement,thelegallandscapehasbecomeincreasinglycomplex:

CopyrightandIPprotection:whenAIgeneratescontent,

whetherduringdevelopmentorinreal-timeduring

gameplay,questionsariseaboutownership,thelawfuluse

oftrainingdatawhentraining/finetuningownmodels,and

theriskofthird-partyinfringement.Therequirementfor

humanauthorshipunderUK,EUandUScopyrightlawmeansthatAI-generatedassetsmayfallintothepublicdomainif

insufficientcreativecontrolisexercised.

EUAIActcompliance:theEUAIAct’srisk-basedframeworkrequirescarefulassessmentofin-gamemechanicsagainstprohibitedpractices(suchasmanipulativetechniques

targetingvulnerableplayers)andhigh-riskclassifications(suchasemotionrecognitionsystems).Separately,studiosusingGeneral-PurposeAImodelsmustnavigateadistinctcomplianceregimewithobligationsaroundtechnical

documentation,copyrightpolicies,andtrainingdatatransparency.

Dataprotectionandplatformregulation:asAIsystemsprocessunprecedentedvolumesofplayerdatafor

personalisationandmodeltraining,compliancewithGDPRbecomesincreasinglyimportant.Meanwhile,gameswith

AI-powereduser-generatedcontentmaytriggerobligationsunderthecontentmoderationframeworksinonlinesafetylegislationsuchasUKOSAandDSA.

Foracomprehensiveanalysisoftheseissuesandpracticalguidanceonnavigatingthisdevelopinglegallandscape.

Seeourfullguidehere

11Keytrendsingames2026

Riseofforeign

investmentinChina

TheintroductionoftwonewpoliciesistransformingChina,sregulatorygaminglandscape,creatingnewopportunitiesforforeigninvestmentingamecompanies.

12Keytrendsingames2026

13Keytrendsingames2026

Expandedmarketaccessthroughservicesectorliberalisation

Currently,nowhollyforeign-ownedormajorityforeign-controlledgameappstoresexistintheChinesemarket,withforeigngamecompaniestypicallyadopting

authorisedpartnershipmodels(suchasValveauthorisingPerfectWorldtooperateSteaminChina).

InApril2025,theMinistryofCommerceintroduced

the“WorkPlanforAcceleratingComprehensivePilot

ProgrammestoExpandOpening-UpintheService

Sector”,whichcameintoforceimmediatelyacross11

pilotcities(inclusiveofBeijingandShanghai)andwill

seektoexpandthescopetoincludeanother9cities

(inclusiveofShenzhen).Thereformsenhanceforeign

gamingcompanies’marketaccess,particularlyregardingtelecommunicationsanddistributionchannels.The

MinistryofIndustryandInformationTechnologyhasannouncedtheremovalofforeigninvestmentequityrestrictionsoninternetaccessservices,informationservices(limitedtoappstores)anddomesticVPN

companies(withaforeignequitycapofnomore

than50%).

Whiletheliberalisationisnowineffect,thepracticalimpactisexpectedtomaterialiseinthecomingyears

2

OpeningdoorsforforeigngamedevelopersinShanghai

TheShanghaiMunicipalPeople’sGovernmenthasissuedthe“MeasuresofShanghaiMunicipalityforPromotingtheHigh-QualityDevelopmentoftheSoftwareand

InformationServicesIndustry”.Underthisnewpolicy,gamesdevelopedbyforeign-fundedenterpriseswillbeconsidereddomesticgamesasdevelopedinShanghai.

Thisissignificantasforeign-fundedgamecompaniesfacesubstantialdifficultieswhenobtainingdomesticpublicationnumbers(ISBNs),whichareprerequisitesforlegalpublicationandoperationofgamesinChina.

Throughout2024,only110ofthe1,416newgameversionnumbersissuedwereforforeigngames.Bytreating

foreign-developedgamesinShanghaiasdomestic

products,thepolicyreducesthedifficultyandcostof

obtainingpublicationnumbers,loweringbarriersto

ma