Battlefield 6

Playing to Win: 2025 Digital Game Advertising Report

The 2025 digital gaming market is defined by a strategic pivot toward user quality and high-velocity creative iteration, with global advertising expenditure reaching $8.7 billion.

• Global digital gaming advertising expenditure reached $8.7 billion in 2025, with major publishers like Microsoft and Dream Games utilizing aggressive spending to maintain market share.
• The industry has shifted its primary success metric from sheer download scale to engagement quality, despite a year-over-year decline in total mobile and PC downloads.
• Roblox continues to bypass traditional external advertising, generating 187 billion visits through organic traffic and internal discovery mechanisms.