Library | Game Industry Library

The Big Game Engine Report of 2025

The report examines the evolution of game engine usage on Steam from 2012 to 2024, focusing on three engine categories: tier‑1 public engines (Unreal Engine and Unity), other third‑party engines (GameMaker, Godot, Ren’Py), and proprietary in‑house engines. Data from over 13,000 Steam titles reveal that Unity remains the most common engine for new releases, accounting for more than half of all games launched in 2024. However, Unreal Engine has steadily captured a larger share of units sold, surpassing Unity in 2024 with 31% of sales versus Unity’s 26%. Custom engines still dominate high‑volume titles, yet their share has fallen from 70% of releases in 2012 to just 13% in 2024, and from over half of units sold in 2014 to less than 50% in 2024. Unreal Engine’s adoption accelerated with UE5, which now powers 72% of all Unreal projects in 2024 and is behind several high‑profile releases such as *Black Myth: Wukong* and *Palworld*. Smaller engines like Godot have shown modest growth, primarily in indie and niche genres. The methodology relies on VGI’s tagging of Steam titles and sales estimation algorithms, covering games that have sold at least 1,000 units. The report projects continued migration from custom engines to Unreal by 2030, while Unity is expected to face increasing competition from Godot and GameMaker in lower‑budget segments.

market-analysis game-engines pc+2

VG InsightsJan 2025

Report

Post-IDFA Mobile Game Advertising Costs: Casual vs Core

The study examines how Apple’s iOS 14.5 and 14.6 privacy updates have reshaped mobile game advertising costs, focusing on 13.5 billion programmatic ad impressions from January to September 2021 across iOS and Android. Games are split into Casual (lower retention, lower lifetime value) and Core (higher engagement, higher lifetime value). CPI trends are measured weekly for three periods: pre‑iOS 14.5, iOS 14.5 to 14.6, and post‑iOS 14.6. Results show a divergent impact: Casual CPI fell 38% on iOS after the updates, narrowing the gap with Android (which rose 16%). Core CPI surged 78% on iOS, while Android Core CPI increased 36%. The rise in Core costs reflects intensified competition for the smaller pool of tracked, high‑value users who opt into tracking. Casual costs declined because many casual players are less likely to opt in, reducing demand for identifiable users. The analysis recommends that marketers allocate budgets toward ROAS‑optimized campaigns, diversify across traffic sources to mitigate volatility, and adopt machine‑learning spend‑optimization tools. The methodology relies on Moloco’s proprietary taxonomy to classify titles and aggregates CPI data across the programmatic ecosystem. The findings apply globally, covering both iOS and Android platforms during 2021, and highlight the need for adaptive strategies in a post‑IDFA advertising landscape.

monetization advertising user-acquisition+2

MolocoJan 2025

Report

Dynamics of Gaming Deals

The analysis tracks global venture‑capital activity in the video‑game sector from the first quarter of 2019 through the second quarter of 2024, focusing on deals funded by VCs, strategic investors and publishers. It quantifies total capital deployed and deal counts, revealing a rapid expansion from $2 billion across 117 transactions in 2019 to a peak of $5.3 billion in 2021 (186 deals), followed by a sharp contraction in 2022 to $1.8 billion (126 deals) and a further dip to $874 million in 2023 (148 deals). Early‑stage financing remained relatively stable throughout, while the decline was driven primarily by fewer Series A‑plus rounds, creating a scarcity of growth‑stage capital. The report notes a modest rebound in 2024, with new funds entering the market and higher expected returns despite lingering marketing and user‑acquisition challenges. Geographically, investors increasingly target emerging regions such as South America, Eastern Europe, Southeast Asia and China, seeking cost‑efficient teams and pre‑seed opportunities. Mobile games continue to dominate the funding landscape, yet interest in mid‑tier “AA” titles is growing, reflecting a shift toward projects that promise shorter payback periods and stronger ROI. The pandemic‑driven hyper‑casual boom accelerated user‑acquisition technology, while post‑pandemic privacy changes (e.g., Apple’s IDFA restrictions) and macro‑economic headwinds have dampened overall spend and slowed M&A and IPO activity. Methodologically, the 2019 figures are derived from the Games Fund team’s synthesis of publicly available sources, while data for 2020‑2024 come from the investgame.net analytical platform. The combined dataset provides a comprehensive view of deal volume, value and regional distribution, supporting the conclusion that the gaming VC market exhibits pronounced cyclical dynamics, with early‑stage resilience and emerging‑region optimism offset by a constrained growth‑stage pipeline and broader economic uncertainty.

investment funding market-analysis+1

The Games FundJan 2025

Financial

Annual Financial Report and Non-Financial Performance Statement 2024-2025

PULLUP Entertainment, formerly Focus Entertainment, achieved a transformative financial recovery during the 2024/25 fiscal year, characterized by record-breaking growth and a strategic corporate reorganization. The Group reported a 108% year-over-year revenue increase to €390.0 million, swinging from a €19.9 million loss in the previous period to a consolidated net profit of €19.4 million. This performance was primarily catalyzed by the massive commercial success of *Warhammer 40,000: Space Marine 2*, which reached over 7 million players, alongside a resilient back-catalogue strategy where digital sales now account for 91% of total turnover. The Group’s financial position strengthened significantly, with net debt nearly halved from €132.6 million to €70.1 million. This deleveraging was supported by a €23.1 million capital increase and robust cash generation, leaving the company with €61.7 million in available liquidity. Strategically, the period marked a transition to an operational holding model following the spin-off of its publishing business. The Group is now organized into three core divisions—Publishing, Dotemu, and Development Studios—supported by ten acquisitions since 2020. While the company faces risks from a 30% investment dependency on Saber Interactive and reliance on digital platforms like Steam, it has mitigated these through increased ownership of internal intellectual property and a multi-year partnership with Mattel. Geographically, the Americas remains the dominant market, representing 53% of sales following a 137% regional surge. Beyond financial metrics, the Group improved its social and governance performance, reducing employee attrition from 17.2% to 9.8% and maintaining a 100% implementation rate for player safety systems in multiplayer titles. Despite an increase in total greenhouse gas emissions to 9,889.3 TeqCO2 due to expanded reporting and physical product success, the Group remains committed to its CSR strategy focusing on talent retention, climate action, and cybersecurity. With the announcement of *Warhammer 40,000: Space Marine 3* and a proposed dividend of €1 per share, the Group has positioned itself for long-term sustainable growth.

investment mergers-acquisitions market-analysis+1

Pullup EntertainmentJan 2025

Report

Retention Radar

The global mobile ecosystem is entering a period of maturation characterized by a 2.3% decline in installs, necessitating a strategic pivot from aggressive user acquisition toward sophisticated retention models. Because a 10% improvement in retention can yield profit increases of up to 90%, the industry is increasingly prioritizing the lifetime value of existing users. This shift is supported by the identification of distinct behavioral patterns between functional apps, which command high initial stickiness, and emotional categories like gaming, which foster long-term loyalty. By analyzing these "app-hopping" behaviors, marketers can identify high-value users who move fluidly between different app categories. Data across various gaming genres indicates that while retention naturally declines over time, Return on Ad Spend often grows significantly as players deepen their investment in narrative and premium features. For instance, simulation games frequently see a threefold increase in ROAS by the thirtieth day of engagement. Furthermore, significant cross-genre affinities exist, such as RPG players demonstrating a 40.2% engagement rate with non-gaming applications. These insights suggest that targeting "synthesized cohorts"—clusters of interconnected apps based on shared user habits—is more effective than traditional siloed marketing. To maximize engagement through 2025, the industry must adopt advanced technological frameworks, including deep neural networks and supervised AI, to facilitate surgical ad precision. Utilizing a "Stickiness Index" allows for the quantification of engagement patterns, enabling the deployment of dynamic product ads and automated event-based retargeting. By leveraging real-time post-install data and deep linking, advertisers can create frictionless, hyper-personalized journeys that capture users during high-intent moments. This methodology transforms brief digital interactions into sustained loyalty, ensuring that advertising spend is optimized across both gaming and non-gaming verticals globally.

retention market-analysis marketing+2

AarkiJan 2025

Report

The 2025 Guide to US Gaming Audiences: From Data to Personas

The 2025 United States gaming landscape reflects a profound demographic shift, moving away from the outdated stereotype of the isolated young male toward a mainstream, diverse population nearly evenly split by gender. Modern gamers are characterized by high levels of education and financial stability, with a significant portion of the audience falling into middle-to-high income brackets ranging from $51,000 to over $250,000 in net worth. This population views gaming as a social and familial cornerstone rather than a solitary pursuit, possessing substantial purchasing power that prioritizes immediate lifestyle quality, premium groceries, and discretionary spending over long-term asset accumulation. Physical activity and convenience define the daily habits of this audience, as they over-index in gym attendance and outdoor recreation. Consumer behavior remains nuanced across different genres; for instance, Action and Simulation players tend to be more tech-focused and affluent, whereas Casual and Arcade gamers often reside in multi-generational, value-conscious households. Despite these differences, a universal reliance on delivery services, mainstream fast-food brands, and budget-friendly fitness options persists across the entire segment. This suggests a consumer base that values efficiency and digital integration in their physical lives. The market is further segmented into distinct personas ranging from tech-savvy "Young Lifestyle Explorers" to financially secure "Golden Fans" over the age of 70. High-value opportunities for precision targeting exist within specific niches, such as sports gamers who dominate the highest income tiers or board and trivia enthusiasts who exhibit practical, family-oriented spending patterns. Geographically concentrated in hubs like Iowa and Hawaii, these diverse audiences offer brands a sophisticated landscape of consumers who defy traditional tropes, presenting a high-value target for advertisers across nearly every life stage and socioeconomic category.

market-analysis player-demographics marketing+1

Anzu & SemcastingJan 2025

Report

The State of Puzzle Games: An Analysis of the Puzzle Category in Mobile Gaming

This analysis of the global mobile puzzle game market, conducted by Sensor Tower, examines industry performance and shifting product models from January 2018 through June 2023. Utilizing data from the App Store and Google Play, the study tracks a sector that has generated 50 billion all-time downloads and $42 billion in lifetime revenue. The geographic scope focuses on major markets including the United States, Japan, China, and Europe, highlighting regional preferences such as the dominance of the Swap sub-genre in China and the significant presence of Chain puzzles in Japan. The findings reveal a major transition in how puzzle games are monetized and developed. While the Swap sub-genre remains the largest by revenue, accounting for 61% of all-time spending, the Hybridcasual product model has emerged as a primary growth driver. Between early 2022 and early 2023, Hybridcasual revenue surged by 430%, largely fueled by the Pair sub-genre. This model successfully blends the simple mechanics of hypercasual games with the sophisticated monetization and retention strategies of casual titles, such as integrated meta-features, live operations, and season passes. Data points indicate a cooling of the hypercasual market, which saw a 22% decline in downloads as developers shifted toward more sustainable models. In contrast, sub-genres like Sort and Merge are evolving; while their downloads are often led by hypercasual entries, their revenue is increasingly driven by casual and hybridcasual iterations that utilize in-app purchases alongside advertising. The analysis concludes that the integration of meta-features—such as decoration, narrative, and social clans—is now a standard requirement for top-tier revenue performance, as evidenced by the success of leading titles like Candy Crush Saga and Royal Match.

market-analysis monetization puzzle+2

Sensor TowerJan 2025

Report

How Developers Are Using Generative AI to Create a New Generation of Games

This research, conducted by Google Cloud and The Harris Poll in mid-2025, examines the transformative role of generative AI within the global games industry. Based on a survey of 615 developers across the United States, South Korea, Norway, Finland, and Sweden, the study finds that 97% of professionals believe generative AI is actively reshaping the sector. The primary thesis suggests that while the industry faces rising development costs and market saturation, AI serves as a critical tool for innovation, democratization, and operational efficiency. Key findings indicate that 90% of developers have already integrated AI into their workflows, primarily to automate repetitive tasks and accelerate playtesting, localization, and coding. A significant trend is the rise of AI agents—autonomous systems capable of reasoning and planning—which 44% of respondents use for content optimization and 34% for advanced NPC behavior. These technologies are shifting player expectations, with 89% of developers noting that gamers now demand more lifelike, responsive, and personalized experiences. Furthermore, 94% of developers anticipate that AI will lead to long-term reductions in development costs over the next three years. Despite this optimism, the industry faces notable hurdles regarding legal and ethical standards. Approximately 63% of developers expressed concerns over data ownership and intellectual property, while 35% cited worries regarding player data privacy. To navigate these challenges, the study recommends that studios start with small-scale pilots, align AI use with their core creative visions, and invest in staff upskilling. Ultimately, the data portrays AI not just as a productivity booster, but as a fundamental shift in game design that enables smaller studios to compete more effectively while fostering new levels of player immersion.

ai game-development market-analysis+1

Google CloudJan 2025

Report

Interview with Sarah Chung, Senior Manager at Disney Company

The interview underscores that the worldwide surge of Korean content is rooted in a “cocreator” fandom model, where streaming services offering seamless subtitle and dubbing options enable audiences to engage directly with material and co‑produce cultural moments. This participatory dynamic is amplified by nostalgia‑driven “comfort viewing” and the rapid diffusion of fan‑made short‑form clips on TikTok, which together reshape attention spans and create a feedback loop that fuels further consumption. A key finding is that Korean productions are breaking out of traditional genre boundaries, as illustrated by titles such as *The Glory*, *D.P.*, *Sweet Home* and *Gyeongseong Creature*. These series now contend not only with other OTT platforms but also with short‑form ecosystems like TikTok and YouTube, as well as user‑generated content. To secure global reach, Korean studios must prioritize distribution channels that combine extensive international footprints with aggressive off‑platform promotion, while exploiting AI‑driven recommendation engines to surface relevant titles amid an oversupply of options. Looking ahead to 2026, success will depend on a balanced strategy that merges technological adaptability, clear conceptual storytelling, and format experimentation. Integrating nostalgia‑centric comfort viewing with cross‑platform interactive campaigns will allow Korean creators to navigate a fragmented global content landscape and maintain competitive relevance across both long‑form and short‑form media environments.

streaming market-analysis usa

KOCCA – Korea Creative Content AgencyJan 2025

Report

Games 2025: The Industry Quest for Growth

The global games market reached a record $199.4 billion in 2024, cementing its status as the preeminent force in the entertainment sector. Despite this scale, the industry faces a period of moderated growth, with projections for 2025 hovering at approximately 1%. This deceleration stems from a combination of high-profile release delays, such as the postponement of major titles, and a tightening early-stage funding environment. To navigate this landscape, firms are shifting their focus from aggressive expansion toward operational efficiency, lean development cycles, and the optimization of existing intellectual property. Strategic growth in 2025 will rely heavily on geographic diversification and demographic expansion. Emerging markets in the Middle East and Southeast Asia represent significant frontiers, while developers are increasingly targeting underserved cohorts, including older gamers and young adult females. Furthermore, the industry is leveraging user-generated content platforms like Roblox to maintain engagement among younger audiences. Hardware cycles, particularly the anticipated launch of the Nintendo Switch 2, remain a critical catalyst for consumer spending, providing a necessary boost to the broader market ecosystem. To combat the dual pressures of escalating AAA development costs and fragmented consumer attention, publishers are adopting more conservative financial models. This includes a heavy reliance on remakes, remasters, and multi-platform porting to extract maximum value from established assets. Simultaneously, companies are pursuing margin expansion through diversified monetization strategies, such as hybrid mobile models and direct-to-consumer web shops that bypass traditional app store fees. By transitioning toward holistic franchise management that spans licensing, subscription services, and cross-media integration, the industry aims to stabilize revenue streams and ensure long-term sustainability in an increasingly competitive global environment.

market-analysis market-forecast player-demographics+1

Ampere AnalysisJan 2025

Financial

FY25 Interim Financial Results for the Period 1 June 2024 to 30 November 2024

Frontier Developments achieved a significant financial turnaround during the first half of fiscal year 2025, covering the period from June 1 to November 30, 2024. Revenue reached £47.3 million, representing a 19% increase in underlying sales compared to the previous year. This growth, coupled with a 25% reduction in operating expenses following a strategic restructuring, shifted the company from a £4.9 million loss to an Adjusted EBITDA profit of £4.4 million. The company’s financial health is further evidenced by a gross margin improvement to 70% and a robust cash balance that grew to £30.5 million by December 2024. The recovery is anchored by a refined strategy focusing on the Creative Management Simulation (CMS) genre. The successful launch of Planet Coaster 2 served as a primary catalyst, selling over 400,000 units and generating more than £13 million in revenue within its first two months. This performance was bolstered by a resilient back catalogue and a notable resurgence in Elite Dangerous, where downloadable content revenue more than doubled year-over-year due to enhanced monetization and player engagement. The Jurassic World Evolution franchise also remains a cornerstone of the portfolio, having generated over £261 million in lifetime revenue to date. Looking ahead, the development pipeline is structured to release one major CMS title annually through fiscal year 2027. Key upcoming milestones include a third Jurassic World game scheduled for fiscal year 2026 to align with the theatrical release of Jurassic World Rebirth, followed by an unannounced CMS title in fiscal year 2027. While these forward-looking projections remain subject to market risks and the inherent volatility of the gaming industry, the current trajectory suggests a period of sustained profitability driven by disciplined cost management and a concentrated focus on core genre expertise.

investment market-analysis uk

Frontier DevelopmentsJan 2025

Report

State of AI Apps Report 2025

The analysis quantifies the rapid expansion of generative‑AI applications in the first half of 2025, documenting 1.6 billion downloads and $1.2 billion in in‑app‑purchase revenue. This represents a 67 percent increase in downloads and a 200 percent jump in revenue compared with the second half of 2024, indicating a pronounced acceleration in user adoption and monetisation. Engagement metrics rose in tandem, underscoring the sector’s heightened activity during this period. User demographics reveal a pronounced male and youth bias: roughly 60 percent of users are male and nearly 70 percent are under 35. While flagship services such as ChatGPT and Google Gemini attract comparatively balanced audiences and exhibit strong cross‑app overlap, niche offerings—including Grok and DeepSeek—tend to cluster with privacy‑focused, crypto‑trading, and gaming user personas. This segmentation highlights divergent appeal across the generative‑AI landscape. Advertising investment intensified, with OpenAI’s major campaign propelling it into the top‑ten spenders in key markets such as the United States, India and South Korea. AI‑driven ad creatives increasingly employ light‑hearted, animal‑centric visuals while emphasizing concrete everyday utilities, exemplified by Google Gemini’s car‑warning guidance and Microsoft Copilot’s quiz‑making and recipe‑generation tools. Spend estimates, tracked across U.S. platforms including Reddit, LinkedIn, TikTok and YouTube, illustrate the breadth of digital‑advertising channels leveraged. Overall, the findings portray a sector experiencing explosive growth, a skewed yet evolving user base, and a surge in AI‑powered marketing activity across major global markets during H1 2025.

market-analysis ai monetization+2

Sensor TowerJan 2025

Report

Championing the 25 Retailers and Digital Services Who Connect Music, Video and Games Creators with UK Fans Yearbook

The United Kingdom’s entertainment market reached a historic milestone in 2024, achieving a record valuation of £12.0 billion. This performance marks twelve consecutive years of growth and a 50% increase in market value since 2019. The industry has undergone a near-total digital transformation, with streaming and digital services now accounting for 93% of total revenues. Subscription-based models have become the primary engine of this economy, representing over three-quarters of total consumer spend across the music, video, and gaming sectors. Video remains the largest individual segment, valued at £5.0 billion. This growth is fueled almost exclusively by Subscription Video on Demand (SVoD), which rose 8.3% to reach £4.46 billion, offsetting a sixteen-year decline in physical media. Conversely, the gaming sector experienced a 4.4% contraction to £4.61 billion. This decline was driven by a sharp 34.5% collapse in physical software sales and a cyclical downturn in hardware as major consoles reach maturity. Despite this, gaming remains overwhelmingly digital, with 98.6% of consumer spend occurring through online channels, particularly via mobile gaming and digital subscriptions. Music emerged as the fastest-growing sector, reaching a record £2.4 billion. While digital streaming accounts for 85% of this value, the music industry is unique for its resilient physical market. Vinyl LPs saw their 17th consecutive year of growth, with unit sales rising to 7.1 million. This resurgence has revitalized the high street; independent music shops now account for 24% of total outlets, up from just 2% in 2015. While supermarkets and traditional retailers are exiting the physical games and video space, specialist and independent retailers are capturing a five-year high in physical market share, supported by major promotional events and a consumer shift toward high-definition and collectible formats.

market-analysis marketing player-behavior

ERAJan 2025

Report

Mobile Casual Benchmarks Report 2025

The 2025 Mobile Casual Benchmarks Report provides a comprehensive analysis of the Android gaming market, focusing on performance metrics across various casual genres and subgenres. Based on data collected from over 10,000 mobile games and billions of installs between June 2024 and January 2025, the findings offer a strategic overview of the United States market. The analysis evaluates key performance indicators including download volume, user retention, session length, and ad monetization efficiency to identify growth opportunities for developers. Findings indicate a significant shift in the mobile landscape, with a strong recommendation for developers to transition from pure hypercasual models to hybrid casual designs. While hypercasual and simulation games lead in total downloads, they suffer from low 30-day retention rates of approximately 3% and a modest ARPU of $0.79. In contrast, hybrid casual games—which integrate deeper progression systems and meta-elements—demonstrate superior sustainability. Subgenres such as Merge 3, Luck Battle, and Life Simulator emerge as highly profitable outliers, achieving ARPU figures between $11.08 and $14.83. Engagement data reveals that Strategy and Tabletop genres command the highest user attention, while subgenres like Ludo and Merge 3 lead in session duration, with the latter averaging 656 seconds. Retention is strongest in Sports, Racing, and Tabletop categories, while specific subgenres like Coin Pusher and Management Sim maintain over 50% Day 1 retention. Regarding monetization, Puzzle and Match games are identified as the most effective vehicles for high-frequency ad impressions, whereas Strategy and Tabletop games are better suited for rewarded video formats. Ultimately, the data suggests that long-term profitability in 2025 depends on balancing accessible gameplay with the deeper engagement mechanics characteristic of the hybrid casual segment.

market-analysis player-behavior retention+2

AppodealJan 2025

Report

The Romanian Video Games Development Industry

The analysis presents a comprehensive overview of Romania’s video‑game development sector, focusing on revenue performance, geographic concentration, and workforce trends over the past decade. Its central thesis is that the industry has experienced rapid expansion, with total turnover rising from roughly €119 million in 2015 to more than €340 million in 2024, while the number of active studios grew by 70 % within the same period. Revenue concentration is illustrated by a ranking of the top thirty developers, highlighting that multinational publishers such as Electronic Arts Romania (Bucharest) and Ubisoft Romania (Cluj‑Napoca) dominate the market, together accounting for a substantial share of the €340 million total. Mid‑size studios—including Amber Studio (Iași), Green Horse Games (Ilfov), and Playtika (Brașov)—contribute notable percentages, ranging from 5 % to 15 % of overall earnings. The data also maps studio locations, revealing a strong clustering in Bucharest, Cluj‑Napoca, Iași, and Brașov, with emerging hubs in Timișoara, Turda, and Arad. Workforce figures show headcount increasing from 279,986 employees in 2015 to a projected 343,160 in 2024, reflecting a 12 % annual growth rate in personnel. Productivity, measured as turnover per employee, rose by 7.4 % over the ten‑year span, indicating that revenue gains are not solely driven by hiring but also by higher efficiency. Service‑oriented companies and international providers together represent 51.5 % of the sector, underscoring the importance of outsourcing and cross‑border collaborations. The scope encompasses the entire Romanian market, covering all development, publishing, and service activities from 2015 through 2024. Figures appear to be compiled from company‑reported revenues, employee registers, and regional studio counts, suggesting a mixed methodology of financial reporting and industry surveys. Overall, the evidence points to a robust, diversifying ecosystem that is increasingly integrated with the global video‑game supply chain.

market-analysis employment salary+2

RGDAJan 2025

Report

Mobile Growth and Monetization Report 2023

The report establishes that mobile game monetization is most effective when focused on early‑stage conversion and strategic ad placement. Analysis of 31 billion in‑app purchase events shows that 77 % of players who convert do so within the first two weeks, with currencies and limited‑time sales accounting for 22–23 % and 15–20 % of revenue respectively. Pricing the first purchase between $1 and $5 maximizes conversion efficiency, while targeting tier‑2 markets and deploying offerwalls can further enhance retention. Rewarded‑ad data, derived from 31 billion monthly impressions and 158 million installs, identifies high‑engagement placements between levels, in the IAP store, and lobby screens. Extra‑reward, currency, and gacha offers drive the greatest engagement. Offerwalls contribute roughly 33 % of total ad revenue, delivering about $4.68 per converted user; multi‑reward offers generate 60–82 % of conversions and can yield up to $68 per completion. These insights suggest that placing high‑visibility rewarded ads and integrating offerwalls can simultaneously boost retention and monetization. Complementary tactics such as custom store pages further improve player engagement. Offerwall conversions can increase day‑7 to day‑120 retention by up to fivefold, especially for high‑engagement segments. Custom store pages allow developers to align in‑game messaging with ad creatives, reducing resource costs and enhancing conversion rates. Targeting genre‑specific markets—sports in Japan or trivia in South Korea—can lift click‑through rates above tier‑2 averages, underscoring the importance of data‑driven audience and creative optimization. Overall, the findings emphasize a focused strategy: early conversion pricing, strategic rewarded‑ad placement, offerwall integration, and tailored store experiences. These combined tactics deliver measurable gains in retention, revenue, and campaign efficiency across iOS and Google Play platforms worldwide.

monetization user-acquisition market-analysis+2

UnityJan 2025

Report

State of the African Games Industry: PC Edition 2025

The African PC gaming market is entering a transformative phase characterized by rapid infrastructure development and a burgeoning local development scene. While mobile gaming remains the dominant platform across the continent due to smartphone accessibility, the PC segment is carving out a significant niche driven by the expansion of high-speed fiber internet and the proliferation of gaming cafes in urban hubs. South Africa, Nigeria, and Egypt emerge as the primary engines of growth, collectively accounting for a substantial majority of the continent’s gaming revenue and active player base. This growth is supported by a demographic shift, as Africa currently holds the world’s youngest population, with a median age of approximately nineteen, creating a massive long-term consumer pipeline for digital entertainment. Local game development studios are increasingly pivoting toward PC platforms to leverage global distribution networks like Steam and the Epic Games Store. These creators are focusing on culturally resonant narratives that blend traditional African folklore with modern mechanics, aiming to differentiate their products in a crowded international marketplace. Despite this creative momentum, significant hurdles remain, particularly regarding fragmented payment ecosystems and high hardware costs relative to average income levels. Monetization strategies are consequently evolving, with a notable shift toward free-to-play models and localized pricing structures intended to accommodate the diverse economic realities across different African regions. Investment trends indicate a growing interest from international publishers and venture capital firms, though funding remains concentrated in early-stage startups. The professionalization of esports is further catalyzing the PC market, as competitive gaming leagues drive demand for high-performance hardware and stable connectivity. As regional governments begin to recognize the digital economy as a pillar for job creation, the implementation of supportive policies and tech hubs is expected to accelerate. The outlook for 2025 suggests that while the market is still maturing, the convergence of improved digital infrastructure and a rising middle class positions Africa as the next major frontier for the global PC gaming industry.

market-analysis player-demographics africa

Games Industry AfricaJan 2025

Financial

2024 Recap and 2025 Predictions

The global gaming industry experienced a strategic shift in 2024, moving away from pure financial arbitrage toward targeted, objective-oriented deal-making. While overall activity remained above pre-pandemic levels, the market was characterized by a stricter environment where major players like Embracer Group and Take-Two streamlined operations through layoffs and the offloading of non-core assets. A significant trend emerged in the work-for-hire sector, highlighted by the $2.8 billion Keywords Studios buyout. Private equity firms became increasingly active, seizing opportunities to provide growth capital and acquire established entities like Jagex and Private Division. Investment patterns diverged by segment throughout the year. Venture capital firms largely pivoted from game development studios toward platform and technology startups, which saw their investment totals nearly double. Conversely, early-stage financing for gaming studios faced downward pressure, with a persistent decrease in closed rounds since early 2024. Geographically, North America and Europe led in early-stage capital raised, accounting for $244 million and $200 million respectively. Public markets remained volatile, though a three-quarter recovery trend suggested a gradual stabilization in public offerings and fixed-income issuances. The outlook for 2025 anticipates sustained or slightly increased M&A momentum driven by lower interest rates and significant cash reserves among public strategics. Private equity is expected to play a larger role as borrowing costs ease, leading to more buyouts and PE-led investments. While high-profile gaming teams will continue to command strong valuations, the volume of such deals may decrease as VCs focus on AI-driven solutions and web3 ventures. The methodology for these findings involves tracking closed transactions across the video game industry, excluding pure gambling and non-gaming blockchain companies, using data from public media, business partners, and market insights.

market-forecast mergers-acquisitions investment+1

InvestGameJan 2025

Report

Power of Play: 2025 Global Video Games Report

The 2025 Power of Play survey, encompassing 24 216 active gamers across 21 countries, demonstrates that video games are a globally accepted source of enjoyment, stress relief, and mental stimulation. Across all regions, 73–81 % of players report reduced isolation or anxiety, with Brazil and China showing the strongest effects. Social connectivity is also prominent: 68–82 % feel gaming connects them with friends or family, and nearly half report positive experiences meeting new people online. Skill development is widely acknowledged; 43–50 % of respondents believe games enhance creativity, problem‑solving, teamwork, and other transferable skills, with a similar proportion noting positive impacts on career or education. Mental‑resilience findings from 25 countries reinforce these themes. More than 70 % of respondents in every market say games help them feel less stressed or anxious, and 60–80 % view gaming as a healthy outlet for everyday challenges. Parents across diverse markets, from Spain to Nigeria, report improved relationships with their children, and teamwork, communication, and creativity consistently rank as top benefits. In Africa, problem‑solving and critical thinking are especially valued, while in Nigeria, Saudi Arabia, and South Africa, gaming is cited as positively influencing career or learning opportunities. In the UK and US, 78 % and 75 % of respondents respectively report stress relief, with parents noting improved parent‑child relationships (54 % UK, 47 % US). Problem‑solving is the top skill enhanced (86 % UK, 77 % US). Engagement remains high across mobile and console platforms, with puzzle, action, and shooter genres leading popularity. Finally, sector‑specific evidence shows that video‑game–based training consistently improves cognitive and decision‑making skills in high‑stakes professions. Gamers outperform non‑gamers in perception, attentional control, and rapid decision making, reducing errors and increasing ROI in military simulations, medical surgery training, retail operations, and sports performance. These findings support broader integration of serious games, AR/VR, and simulation tools to enhance real‑world preparedness across multiple industries.

market-analysis player-demographics global+1

Entertainment Software AssociationJan 2025

Financial

Pullup Entertainment Reports 2024/25 Full-Year Revenue

Pullup Entertainment announced a full‑year revenue of €390 million for FY 2024/25, representing a 108 % increase over the prior year and a 101 % rise compared with the previous record of €194 million in 2022/23. The surge was driven primarily by new releases, which generated €257.8 million—four‑fold growth year‑on‑year—while the back‑catalogue remained stable at €123.6 million, underscoring the resilience of live‑service titles such as SnowRunner and Insurgency: Sandstorm. Quarterly revenue fell 7.1 % to €54.8 million, reflecting a modest dip in Q4 sales despite strong performance from recent launches like Warhammer 40,000: Space Marine 2 and Train Sim World 5. The company confirmed EBITA targets of €55‑60 million, roughly doubling the best result from FY 2022/23, and highlighted a significant reduction in net debt achieved through robust operational cash flow. Strategic positioning in the AA and independent segments, coupled with high‑quality, distinctive titles, was cited as the foundation of the growth, while partnerships with marquee brands—including Marvel, Mattel, Koei Tecmo and Games Workshop—expanded the pipeline of licensed and original IPs. Leadership changes reinforced governance, with Geoffroy Sardin appointed CEO and Marion Dufour joining the executive committee as Chief People Officer. Looking ahead to FY 2025/26, the firm outlined a diversified slate of upcoming releases across its Focus Entertainment Publishing and Dotemu divisions, featuring new IPs such as Memories in Orbit, Roadcraft, Ninja Gaiden: Ragebound and Marvel Cosmic Invasion, alongside continued live‑service support. The outlook emphasizes exceeding the record revenue and EBITA levels set in 2022‑23, leveraging both fresh titles and the enduring strength of its back‑catalogue. The report covers Pullup’s European operations, encompassing over 600 employees and six development studios, and reflects data drawn from unaudited financial statements for the fiscal year ending 31 March 2025.

market-analysis game-publishing global

Pullup EntertainmentJan 2025