ReportNewzoo
Launching PC & Console Titles in the Ever-Changing Games Market
1 Oct 202322 pages~17 min full read
The PC and console market is highly consolidated, as 18 of the top 20 games by monthly active users (MAU) in 2022 were legacy titles, with Hogwarts Legacy being the only new release to reach that tier in early 2023.
See it on page 7Market saturation is increasing, evidenced by a rising number of Steam releases coupled with a declining number of titles achieving a 50,000 lifetime player milestone.
See it on page 8Gaming is a primary leisure activity for younger demographics, with 89% of Gen Z and 82% of Millennials identifying as enthusiasts and dedicating approximately 20% of their free time to gaming.
See it on page 11Monetization potential remains strong among younger cohorts, as over 70% of Gen Z and Millennials report making in-game or game-related purchases.
See it on page 14Success in the current $95.2 billion market requires moving beyond traditional launches to leverage transmedia IP and creator-led marketing, such as the 3 trillion gaming content views generated on TikTok in 2022.
See it on page 4Gaming has evolved into a mainstream cultural pillar that competes for consumer attention alongside social media and non-endemic sectors like fashion, music, and consumer goods.
See it on page 20The PC and console gaming market is characterized by intense competition and the dominance of established franchises, with total revenues projected to reach $95.2$ billion in 2023. Analysis of 37 major markets reveals a significant barrier to entry for new titles; in 2022, 18 of the top 20 games by monthly active users (MAU) were released in previous years. This trend continued into 2023, where Hogwarts Legacy was the only new release to break into the top 20 MAU rankings during the first five months of the year. Furthermore, while the total number of games released on Steam continues to rise, the number of titles reaching a milestone of 50,000 lifetime players is declining, highlighting a market increasingly consolidated around long-standing live-service titles and known intellectual properties.
Demographic data from a global survey of over 60,000 respondents across 36 markets indicates that gaming engagement is highest among younger generations, with 89% of Gen Z and 82% of Millennials identified as game enthusiasts. These cohorts spend approximately 20% of their leisure time playing video games, a figure that rivals time spent on social networks. Spending patterns also skew toward younger players, with over 70% of Gen Z and Millennials making in-game or game-related purchases. Notably, these audiences engage with gaming far beyond active play, frequently participating in community sites, viewing gaming video content, and following creators.
To succeed in this "attention economy," the findings suggest that developers must move beyond traditional product launches to embrace cultural relevance and community building. Successful strategies include leveraging transmedia IP, such as television adaptations and film crossovers, and utilizing creator marketing to reach audiences on platforms like TikTok, which generated over 3 trillion gaming content views in 2022. The intersection of gaming with non-endemic brands in fashion, music, and consumer goods further illustrates the industry's evolution into a mainstream cultural pillar that competes directly with traditional media for consumer time and loyalty.
