How do games compete with the likes of shortform videos, streaming, social media and a wealth of other forms of entertainment? How does the games industry make its way in the ongoing battle to capture eyeballs? These were the questions at the heart of one of the panels at GamesBeat Summit 2026, titled, “The Battle for Attention: How Games Stay Culturally Relevant.”
Cara LaForge, director of business operations for Frost Giant, noted that games are also competing with each other: “Everything’s exploding at the same time. You both have a lot of competition, but I think there’s also real opportunity for cross-collaboration. I think the future is lean and mean and super-creative, and thinking from day one, ‘How can I collaborate with these other people who are succeeding in this other marketplace?'”
Guy Costantini, CEO of Chaos Manufacturing, told moderator Tanesha Graham that games can be part of a larger transmedia push to connect with audiences. “Any time that you have a story that resonates, games are a fantastic medium to get people to love original IP. You can connect with people beyond the games medium… If you follow the passion thread, you’ll be surprised by what’s at the end. And players get it. They see it when it’s authentic and they see it when it’s phoned in. Don’t do it if it’s going to be phoned in!”
Riot Games program manager Mia Ginaé Watkins noted how certain characters can become culturally relevant and important for players. She noted examples such as Marcus from Watch_Dogs 2 and Shadow from the Sonic the Hedgehog series, adding, “How do these characters push you towards your truth and aid you on your journey to find out who you are as a person?”
Eli Harris, voice actor and COO of The Mode 7 Group, told Graham that creating such important characters requires a level of relatability. “Everything entertainment-wise in general is connectability, making someone feel that they’re part of something. When we’re doing games, and we become those characters, now you’re part of my world. I get to make you feel whatever it is you feel in that moment. Whatever it is that takes you away from a day of stress, it’s my job to either entertain you or make you feel included.”