Market (Overall)·Updated Mar 17, 2026 by Newzoo
In 24 of 36 surveyed markets, gamers are more likely to play a title featuring an IP they favor, confirming that transmedia collaborations are a primary driver for acquisition and retention.
IP influence on player engagement varies significantly by region, peaking in South Asia (74%) and Latin America (64%) compared to more reserved engagement in Western Europe and Oceania (45%).
Global Favorites like Harry Potter and Disney maintain 90% recognition with high sentiment, whereas IPs like DC Comics show extreme regional variance, with 70% awareness in the U.S. versus only 21% in Japan.
Anime franchises like Dragon Ball demonstrate the importance of market-specific strategies, achieving 85–90% awareness in Latin America and Southeast Asia—nearly double their recognition in Western markets.
The 2025 Global Gamer Study, which tracked 42 entertainment IPs across 73,000 consumers, identifies cultural resonance, linguistic accessibility, and historical distribution as the primary determinants of IP success.
IPs categorized as 'Hidden Gems,' such as Studio Ghibli, leverage intense localized loyalty in markets like Japan and Vietnam despite having lower global awareness compared to 'Global Favorites'.
In 24 of 36 surveyed markets, gamers are more likely to play a title featuring an IP they favor, confirming that transmedia collaborations are a primary driver for acquisition and retention.
IP influence on player engagement varies significantly by region, peaking in South Asia (74%) and Latin America (64%) compared to more reserved engagement in Western Europe and Oceania (45%).
Global Favorites like Harry Potter and Disney maintain 90% recognition with high sentiment, whereas IPs like DC Comics show extreme regional variance, with 70% awareness in the U.S. versus only 21% in Japan.
Anime franchises like Dragon Ball demonstrate the importance of market-specific strategies, achieving 85–90% awareness in Latin America and Southeast Asia—nearly double their recognition in Western markets.
The 2025 Global Gamer Study, which tracked 42 entertainment IPs across 73,000 consumers, identifies cultural resonance, linguistic accessibility, and historical distribution as the primary determinants of IP success.
IPs categorized as 'Hidden Gems,' such as Studio Ghibli, leverage intense localized loyalty in markets like Japan and Vietnam despite having lower global awareness compared to 'Global Favorites'.