By Aya Hammad, Marketing, PR & Digital Manager at Warner Bros Discovery Kids Network

There’s no denying it—kids today are growing up in a world where entertainment and gaming are inseparable. Now, they’re just as likely to be building virtual worlds in  Roblox watching their favorite YouTuber stream the latest game on YouTube. I’ve seen this shift firsthand, and I can confidently say that it’s changed the way we engage with our audience—dramatically, and for the better.

At its core, entertainment has always been about capturing imagination. Whether it’s through cartoons, movies, or more recently, immersive online worlds, we’re all trying to spark that sense of wonder in children. And today, gaming has become one of the most powerful mediums for doing just that. So it only makes sense that kids’ networks are leaning into this gaming boom, partnering with creators and platforms to meet kids where they are—and where they want to be.

The Changing Landscape of Kids’ Entertainment

Children’s entertainment used to be relatively simple: create fun, imaginative content and broadcast it on TV. Today, though, things have shifted. Kids aren’t just passively watching anymore—they’re engaging. Whether they’re interacting with their favorite game, participating in live streams, or watching game-related content online, they want more than just a show—they want an experience.

This shift has happened rapidly. Recent statistics reveal that children are now spending more time playing games—or watching others play—than ever before. In Saudi Arabia alone, 54% of the population engages in gaming. This makes Saudi Arabia the fastest-growing gaming market in the Middle East, with total revenue expected to grow at an annual rate of 5.18%, reaching an estimated market size of $772.4 million by 2029. Platforms like Roblox and YouTube Gaming have become daily staples in children’s routines, fueling a trend that shows no sign of slowing down.

Gaming: A Major Force in Kids’ Culture

What makes gaming such a force in kids’ culture? Simply put, it’s interactive. Gaming allows children to participate in the action, rather than just watch it unfold. Whether it’s solving puzzles, collaborating with friends online, or even creating their own storylines, games offer a level of immersion that traditional media simply can’t replicate. But it’s not just about gameplay. Gaming communities, especially those formed around platforms like YouTube, have become massive hubs of social interaction for children. It is a platform on which gamers post gameplays as well as a platform which offers brands and creators the option to mark as “made for kids” content, deeming it a safer space/platform for parents to let their kids consume content on. Kids don’t just play games—they follow influencers, streamers, and content creators who share their passion. These personalities aren’t just entertainers; they’ve become trusted figures in kids’ lives. That’s where we, as a network, have realized the potential.

To ensure the utmost safety in our own games, we exclusively work with vetted YouTubers and gamers who understand and prioritize online safety. Additionally, on Roblox, we have implemented several safeguards: there is no “Chat” function across our Roblox games, and the only way for users to communicate with each other is through pre-defined emojis that we have carefully selected. Through these measures, we aim to maintain a secure and positive environment for kids to enjoy.

Partnering with Gamers: A Strategic Move

Recognizing the power of these gaming personalities, we have strategically started collaborating with them to create something truly engaging for our audience. These partnerships help us extend our reach, not just through television screens but across multiple platforms where kids are already spending their time. A prime example is Cartoon Network MENA’s partnership with popular Roblox YouTuber Rawaf to launch the exciting Teen Titans Go! Treasure Hunt Challenge on Roblox’s Cartoon Network Game On! platform. This collaboration invited players and fans to participate in a thrilling virtual treasure hunt set on Teen Titans Go! Island. By teaming up with influential gaming content creators, we can connect with children in a way that feels authentic to them. When a popular YouTuber streamer highlights one of our shows or characters, it feels like a recommendation from a trusted friend. It’s not just about product placement—it’s about building a bridge between two of the most beloved aspects of kids’ lives: their favorite TV characters and the games they love to play.

Looking Ahead: The Future of Kids’ Networks

So, what’s next? The truth is, the line between gaming and entertainment is only going to blur further. The future of kids’ networks will involve more than just creating great shows—it will be about creating ecosystems where kids can move seamlessly between different forms of entertainment. Whether they’re watching, playing, or interacting, they’ll want to be fully immersed in the stories we tell.

Ultimately, it’s about building experiences that not only entertain but also inspire imagination, creativity, and joy. In the end, the partnerships between kids’ networks and gamers aren’t just a trend—they’re the future. And that future is incredibly exciting. By embracing this new frontier, we’re ensuring that the stories we tell continue to captivate and inspire the next generation of dreamers, thinkers, and creators.