Market (Overall)

Ten Square Games S.A. demonstrated a strategic pivot toward operational efficiency and profitability during the first quarter of 2025. Despite a 9.2% year-over-year decline in total bookings to PLN 90.5 million and a slight dip in total revenues to PLN 96.7 million, the Group achieved a significant increase in net profit, rising to PLN 27.5 million from PLN 17.9 million in the prior year. This financial performance was primarily driven by a disciplined reduction in operating costs, specifically within marketing and third-party services, alongside the continued growth of the proprietary "TSG Store." By bypassing traditional platform commissions, the direct-to-consumer channel reached a record 19.1% share of total bookings, substantially bolstering adjusted EBITDA to PLN 30.5 million.

The Group’s portfolio performance showed a transition in product lifecycle management. While flagship titles Fishing Clash and Hunting Clash experienced declines in active users and bookings due to reduced user acquisition spending and geopolitical headwinds, the newer title Wings of Heroes saw its share of bookings climb to 8.1%. The Group maintains a robust balance sheet with PLN 431.4 million in total assets and a strong liquidity position, characterized by PLN 172.4 million in cash and equivalents and an absence of external debt. This financial stability supported the approval of a PLN 100 million dividend for the 2024 fiscal year.

Looking ahead, the Group is focusing on long-term player retention and the global launch of Trophy Hunter in mid-2025. Management has aligned internal incentives with these growth objectives through a new 2025–2029 program tied to a cumulative Adjusted EBITDA target of PLN 438 million. Accounting practices remain conservative, particularly regarding the capitalization of development costs post-soft launch and the maintenance of tax provisions related to IP Box relief audits. The geographic scope remains global, with revenue primarily derived from micro-payments and advertisements across its mobile gaming ecosystem.

The update delivers a comprehensive snapshot of the global video‑game ecosystem in the second quarter of 2025, emphasizing financial flows, consumer behavior and platform performance. It argues that the market is transitioning from pandemic‑driven expansion to a more differentiated growth pattern, with mobile spending stabilising at roughly $20 billion per quarter, while PC and console segments experience renewed vigor.

Quarterly consumer spend on mobile games remains flat, yet download volumes have slipped, contrasting with a 20 % year‑on‑year rise in Steam revenue powered by several high‑profile indie releases. Console dynamics are buoyant: Nintendo’s Switch 2 set a record launch pace, and PlayStation reported over 120 million monthly active users, marking its most profitable hardware cycle. M&A activity reached $6.2 billion, led by the Niantic sale and a private‑equity round in Dream Games, whereas private‑equity and late‑stage venture capital inflows fell to a five‑year low of $0.4 billion. Public offerings generated $4.2 billion, with equities trading near 52‑week highs; valuation spreads have widened, as PC/console firms trade above 15 times EBITDA while mobile peers sit at historic lows.

User engagement metrics show Fortnite sustaining 16 million concurrent users and Roblox 14 million, with Twitch delivering 2.2 billion hours watched. Creator payouts rose 25 % year‑on‑year, driven by major acquisitions in the UGC space. Financing trends reveal AI‑infrastructure startups accounting for 65 % of related deals, and debt providers now fund roughly 80 % of user‑acquisition capital, reflecting a shift toward non‑dilutive growth financing. The analysis draws on data from InvestGame, Sensor Tower, Alinea Analytics and company earnings, covering the period from 2020 through Q2 2025 across North America, Europe and Asia‑Pacific.

Thunderful Group’s interim report for the first quarter of 2025, covering January through March, details a period of significant structural transformation following extensive restructuring in 2024. The primary thesis centers on the company’s transition into a leaner, more focused entity specialized in game publishing and co-development after divesting its distribution businesses.

Financial performance shows a 7.0% increase in net revenue to SEK 62.0 million, compared to SEK 58.0 million in the same period the previous year. While the company reported an operating loss (EBIT) of SEK 65.7 million, this represents a substantial improvement from the SEK 153.9 million loss in Q1 2024. The result was impacted by SEK 29.4 million in write-downs of intangible assets. Adjusted EBITDA improved to SEK –9.2 million from SEK –29.4 million, reflecting reduced personnel expenses, which fell 36.5% following a headcount reduction from 355 to 249 employees.

The Publishing segment generated SEK 32.5 million in revenue, driven by back-catalog sales, while the Co-development & Services segment contributed SEK 29.6 million, primarily through work-for-hire projects at Coatsink. Strategic developments during the quarter included the transfer of all shares in Jumpship Ltd to its former owner and a directed share issue to Microcuts Holding GmbH to settle earnout obligations.

Geographically centered in Gothenburg, Sweden, with operations across Europe, the group’s outlook relies on a heavy 2025 release schedule, including titles such as Lost in Random: The Eternal Die and Replaced. Management notes that while the restructuring has stabilized the cost base, future financial stability is highly dependent on the commercial success of these upcoming launches. Cash and unutilised credit facilities stood at SEK 83.1 million at the end of the period.

The global game development industry is undergoing a fundamental transition toward a more sustainable and efficient operational model, moving away from volatile hiring cycles in favor of long-term stability. With the market projected to reach $190 billion by 2025, industry leaders express significant optimism, as 77% of developers anticipate continued growth and a marked reduction in workforce instability. This evolution is characterized by a strategic shift toward leaner production cycles where studios prioritize creative intellectual property over the maintenance of internal technical infrastructure.

Central to this transformation is the widespread adoption of externalized technology and third-party backend services. While only 6% of developers intend to rely on internal builds in 2025, nearly half plan to integrate specialized third-party tools to manage complex requirements such as cross-platform synchronization and unified player inventories. By outsourcing non-core technical burdens, studios can accelerate time-to-market and mitigate the financial risks associated with building bespoke systems. This shift enables a deeper focus on LiveOps and "forever game" models, which are increasingly viewed as the primary drivers of player lifetime value and long-term revenue.

Furthermore, the industry is diversifying its financial and distributional strategies to bypass traditional gatekeepers. Developers are increasingly leveraging alternative funding sources, such as crowdfunding, and utilizing direct-to-consumer webshops to avoid high app store fees. As studios embrace sophisticated metagames and personalized engagement strategies, the integration of cross-platform capabilities and web-based distribution is becoming a strategic necessity. This new paradigm emphasizes technical agility and creative innovation, positioning the industry for a period of disciplined, technology-driven expansion.

Industry leadership maintains a cautiously optimistic outlook for 2025, with 98% of executives expecting consumer spending to either increase or remain stable. Growth expectations are strongest in the mobile sector, where 41% of leaders anticipate expansion in in-app purchases and 31% expect growth in advertising revenue. While the PC segment remains relatively healthy with a 33% growth projection, the console market appears more stagnant, as 70% of respondents forecast stable performance and only 15% predict growth. This outlook is tempered by concerns regarding content saturation and a challenging user acquisition environment, which are cited as the primary hurdles facing the industry.

Operational strategies for the coming year signal a shift toward expansion and increased investment. A majority of companies plan to initiate more game development projects in 2025 compared to the previous year, supported by higher or stable budgets and increased marketing spend. Talent acquisition remains a priority, particularly in game development and engineering roles. Furthermore, the mergers and acquisitions landscape is expected to intensify, with 71% of executives anticipating more opportunities in 2025 and none predicting a decrease in activity.

Artificial intelligence has reached a significant level of penetration within the sector, with 84% of companies reporting either limited implementation or advanced integration across multiple functions. Executives identify art, game design, and engineering as the areas where AI will provide the most significant value. These findings, compiled by a leading global investment bank specializing in gaming, reflect a sector transitioning from a period of consolidation toward a renewed focus on production, technological integration, and strategic deal-making.

The 2023 AAA game advertising landscape underwent a strategic pivot toward launch-focused campaigns, with new releases accounting for half of all top-tier spending. This shift reflects a broader industry trend of prioritizing high-impact, multi-channel visibility to capture immediate market share. While YouTube remains the dominant advertising medium for PC and console titles, publishers have increasingly diversified their media mix by integrating Facebook, TikTok, and Instagram to target specific demographics. This evolution in outreach is complemented by a growing reliance on platform-based partnerships, such as deep Xbox branding and hardware collaborations, which serve to anchor major titles within broader ecosystem strategies.

Creative execution in 2023 varied significantly based on the title’s core value proposition. Successful campaigns ranged from the consistent, exploration-themed branding of single-player experiences like Hogwarts Legacy to the dark, horror-inspired aesthetics and live-service integration of titles like Diablo IV. Furthermore, the industry increasingly utilized transmedia efforts and review-based accolades to sustain momentum. However, the year also highlighted the risks of fragmented marketing, as seen with Call of Duty: Modern Warfare III, which suffered from a lack of a cohesive reveal campaign and negative consumer perception regarding its status as a standalone sequel.

Ultimately, the year demonstrated that while massive advertising budgets and established intellectual property remain primary drivers for AAA success, organic viral growth and streamlined gameplay models also provide viable paths to market dominance. The industry is currently defined by a tension between traditional, high-spend multi-channel campaigns and the rising influence of mobile-first strategies and community-driven engagement. As publishers navigate these shifting dynamics, the ability to align creative messaging with specific platform strengths and cross-industry partnerships has become the definitive factor in maintaining visibility within an increasingly competitive global market.

Chinese gaming developers are aggressively expanding their global footprint by leveraging sophisticated monetization models and high-volume, AI-driven marketing strategies. The primary objective for these publishers is to balance the high revenue potential of mature markets like the United States, Japan, and South Korea against the rising costs of user acquisition. By prioritizing video advertising, which currently yields the highest Day 7 return on ad spend at 21%, developers are successfully capturing market share in competitive strategy and RPG segments.

Success in these international territories is increasingly predicated on hyper-localization and technological integration. Publishers are utilizing generative AI to streamline the production of localized ad creatives, voice-overs, and performance-tested copy, allowing for rapid iteration and regional customization. Leading titles demonstrate that high-engagement gameplay loops—such as the inclusion of social hangout spaces, customizable home systems, and minigame integrations—are essential for sustaining long-term retention. These efforts are further bolstered by strategic partnerships with local influencers and the implementation of innovative, time-limited gacha mechanics.

To maintain consistent growth, developers are diversifying their engagement tactics through gamified live events, including seasonal collections and interactive board-style challenges. These features, combined with trial character systems, allow publishers to cater to varied player motivations while maintaining a steady revenue stream. By synthesizing competitive intelligence with agile content updates, Chinese gaming apps are effectively navigating the complexities of global expansion, ensuring that both monetization and user interest remain high across diverse geographic regions.

The game engine landscape is undergoing a significant transition as developers increasingly move away from proprietary, in-house solutions in favor of established third-party platforms. This shift is driven by the need for immediate development readiness, access to advanced graphical features like Nanite and Lumen, and the ability to leverage a broader, pre-trained talent pool. While custom engines historically dominated the industry, their market share has declined sharply over the last decade, falling to approximately 13% of new releases by 2024.

Unreal Engine has emerged as the primary beneficiary of this trend, particularly among large-scale AAA studios. By 2024, Unreal Engine and custom engines collectively accounted for the majority of unit sales on Steam, with Unreal Engine 5 becoming the industry standard for high-fidelity projects. Conversely, Unity maintains a dominant position in terms of the sheer volume of games released, particularly within the indie and smaller-scale development sectors. However, Unity faces intensifying competition from smaller, specialized engines like Godot and GameMaker, which have captured a growing segment of the indie market.

The analysis, which covers over 13,000 games released on Steam, utilizes proprietary tagging and estimation methodologies to track engine adoption trends. Data indicates that engine preference is heavily influenced by game scale and genre; high-graphics, large-budget titles skew heavily toward Unreal Engine, while strategy and simulation games remain strongholds for Unity. Looking toward 2030, the industry is expected to see continued consolidation as more studios abandon legacy in-house tools to mitigate the high costs of engine maintenance, further cementing the market dominance of third-party public engines.

The mobile gaming industry is entering a period of strategic recalibration, projected to reach $126.1 billion in revenue by 2025. This growth is underpinned by a transition toward hybrid monetization models and the integration of AI-powered personalization to combat persistent retention challenges. While global install volume grew by 4% in 2024, the market exhibits a distinct geographic divide; North American and European markets face stagnation, whereas Latin America and the Middle East and North Africa regions demonstrate robust expansion. Success in this evolving landscape requires developers to move beyond traditional acquisition, favoring diversified channels such as Connected TV and localized, player-centric engagement strategies.

Data from early 2025 indicates that user tracking remains a pivotal operational hurdle, with global App Tracking Transparency opt-in rates hovering at 37.9%. Although arcade games have seen notable improvements in opt-in performance, the United States remains relatively static at 32%, underscoring the necessity for refined messaging strategies to maintain visibility. Concurrently, the industry is grappling with a complex financial environment characterized by rising costs per install and declining average revenue metrics. These headwinds are forcing a shift in marketing tactics, as developers increasingly rely on a broader array of acquisition partners and data-informed creative experimentation to sustain growth.

Ultimately, the path to profitability in 2025 lies in prioritizing long-term player value over short-term acquisition metrics. By leveraging AI-driven optimization and fostering community-building initiatives, developers can mitigate the impact of declining revenue per user. The industry is clearly moving toward a more sophisticated, data-reliant ecosystem where the ability to measure performance across fragmented channels—including mobile and Connected TV—is essential for maintaining a competitive advantage in a maturing global market.

The global interactive entertainment market is poised for a recovery in 2025, with total consumer spending projected to reach $250.2 billion, representing a 4.6% year-over-year growth. This rebound follows a period of cyclical transition, characterized by a significant contraction in console hardware sales and a strategic shift toward efficiency and transmedia integration among major industry players. The analysis, which synthesizes company financials and industry data, highlights a market moving toward next-generation experiences while navigating economic uncertainty.

Software publishing remains the primary revenue driver, expected to total $196 billion in 2025. Mobile gaming continues to lead as the largest segment, with $115.7 billion in projected 2025 revenue, despite ongoing challenges related to market saturation and rising user acquisition costs. Conversely, the hardware sector is experiencing a sharp 31% decline in console revenue for 2024, signaling the end of the current console cycle. However, this is partially offset by resilient growth in gaming PC components and a consistent demand for gaming accessories, which are forecasted to grow by 5% in 2025.

Emerging technologies, including virtual reality, blockchain gaming, and web-based platforms, show potential for growth but remain secondary to established software markets. Meanwhile, the esports and live-streaming sectors face persistent profitability challenges, with esports revenue trending downward. In response to these pressures, major entertainment conglomerates are pivoting toward transmedia strategies and in-game advertising, leveraging established intellectual property to engage audiences across digital worlds. Industry leadership remains optimistic, focusing on operational efficiency and high-profile content releases to sustain long-term growth through 2025 and beyond.

The game engine landscape is undergoing a significant structural shift, characterized by the decline of proprietary in-house technology in favor of established third-party platforms. While custom engines historically dominated the industry, their market share has eroded substantially over the last decade, falling to approximately 13 percent of new releases by 2024. This transition is driven by the increasing complexity of modern development, which makes the maintenance of internal engines cost-prohibitive and less efficient compared to the immediate, high-fidelity capabilities offered by public alternatives.

Unreal Engine has emerged as the primary beneficiary of this trend, particularly within the AAA segment. Following the release of Unreal Engine 5, the platform has successfully reclaimed market share lost during the pandemic, becoming the preferred choice for large-scale, high-budget productions. Conversely, Unity maintains a dominant position in terms of total volume of games released, particularly among indie and smaller developers, though it faces increasing competition from smaller engines like Godot, which has seen notable growth since 2020. Despite Unity’s high release volume, Unreal Engine and custom AAA engines continue to command a larger portion of total units sold, underscoring their prevalence in high-performing commercial titles.

The analysis relies on data from over 13,000 games released on Steam, utilizing proprietary estimation algorithms and tagging methodologies to categorize engine usage by game size, genre, and unit sales. The findings indicate that while the choice of engine is often dictated by project scale—with smaller titles favoring Unity and larger, graphics-intensive projects gravitating toward Unreal Engine—the industry is moving toward a standardized ecosystem. As studios weigh the benefits of third-party support, talent accessibility, and advanced graphical features against the loss of proprietary control, the reliance on external engines is expected to continue its upward trajectory through 2030.