Board game makers are evolving their products and re-imagining classics to stay competitive in a booming industry paired with new consumer trends. "We now have a generation of people where game play is completely native, both digital and physical, which means that the overall frequency of game play has gone up, but importantly, with more occasions to play and games being designed for a much wider segment of the population," a Mattel spokesperson told Fox News Digital.
Mattel has jumped on the changing landscape by launching Scrabble Together, a "collaborative" and "more accessible" version of the classic word game. The game's changes are reportedly aimed at a Gen Z audience. According to research from Opinion Matters, the board game market has developed new trends among players.