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Report
231 pages
The State of Video Gaming in 2026
The video game industry is in a period of contraction, with real-term spending on content declining by approximately 12% since 2021.
AAA production budgets have ballooned to between $200 million and $500 million, contributing to a capital-constrained environment marked by record-high layoffs and studio closures.
A small cohort of entrenched live-service titles now dominates the market, acting as 'black holes' that consume the majority of player time and spending, making new independent launches increasingly difficult.
Market Analysis
Global
Mobile
+2
Epyllion
May 2025
Report
6 pages
2025 eSports Player Rankings: By Game and Earnings in Korea
League of Legends remains the most lucrative eSports title in South Korea, with top earner Lee Sang-hyeok (Faker) accumulating $1.88 million in prize money as of July 2025.
Established titles offer significantly higher financial returns than newer games, as evidenced by StarCraft II leader Cho Sung-choo earning $1.39 million and PUBG leader Park Jung-young earning $1.25 million.
Newer competitive titles show a substantial earnings gap compared to legacy games, with top Overwatch 2 player Choi Tae-min earning $375,450 and Valorant leader Kim Jong-min earning $164,980.
Esports
South Korea
PC
+1
KOCCA – Korea Creative Content Agency
Jan 2025
Report
24 pages
Key Insights into Shooter Games
Shooter games generated approximately $2.24 billion in 2022 across 37 global markets, excluding China and India.
Shooters are a dominant force on PC and console platforms, capturing 68% of monthly active users.
Monetization in the genre is heavily driven by in-app purchases, which are experienced by 97% of shooter players, while advertising remains the least utilized revenue model.
Market Analysis
Global
Shooter
+2
Newzoo
Jan 2025
Report
65 pages
The State of AAA Game Advertising: 2023 Review
In 2023, AAA publishers shifted toward launch-focused campaigns, with new releases accounting for 50% of all top-tier advertising expenditure.
While YouTube remains the primary advertising medium for PC and console games, publishers are increasingly diversifying their media mix by integrating Facebook, TikTok, and Instagram to target specific demographics.
Strategic platform-based partnerships, such as deep Xbox branding and hardware collaborations, are now essential for anchoring major titles within broader ecosystem strategies.
Market Analysis
Advertising
Marketing
+3
Sensor Tower
Jan 2025
Report
20 pages
The Importance of Wishlists in 2025: Do Wishlists Matter?
Steam wishlists are a primary indicator of commercial success, showing a 70% correlation between pre-launch counts and first-month unit sales.
The 100,000-wishlist threshold is the critical benchmark required to reliably forecast a breakout performance for a new title.
The vast majority of games launch with fewer than 10,000 wishlists, reflecting a highly top-heavy distribution of pre-launch momentum.
Market Analysis
Marketing
User Acquisition
+3
Video Game Insights
Jan 2025
Report
4 pages
Top Game Creators Academy: Tokyo Game Show 2025 Exhibition
The Computer Entertainment Association, in partnership with the Agency for Cultural Affairs and the Japan Arts & Culture Promotion Agency, launched the Top Game Creators Academy (TGCA) in April 2025 to accelerate the development of next-generation talent.
The TGCA program utilizes a two-year pipeline structure that pairs emerging developers with active industry advisors to facilitate professional growth and global market entry.
Ten emerging developers are debuting work-in-progress titles at the Tokyo Game Show 2025 in Hall 10, representing diverse genres including 3D action, 2D puzzle platformers, horror, and rhythm-action.
Game Development
Employment
Japan
+3
CESA – Computer Entertainment Supplier's Association
Jan 2025
Report
25 pages
The Big Game Engine Report of 2025
The share of Steam releases powered by custom in-house engines plummeted from over 70% in 2012 to 13% in 2024.
Custom engines have fallen below 50% of total unit sales for the first time, currently accounting for 42% of the market.
Unity remains the volume leader, powering 51% of all Steam releases in 2024, primarily dominating the 'Tiny' and 'Small' categories under 100k units.
Game Engines
Market Analysis
PC
Video Game Insights
Jan 2025
Report
23 pages
PC & Console Year in Review 2025
Indie and 'Triple-I' titles have become a major market force, accounting for over 25% of total Steam revenue in 2025.
Co-op games are a primary revenue driver, representing 11 of the top 20 highest-grossing titles of the year.
China has emerged as a dominant global market, ranking as the top region for Steam and the fifth for PlayStation, largely driven by the success of titles like Black Myth: Wukong.
Market Analysis
Global
PC
+1
Alinea Analytics
Jan 2025
Report
65 pages
The State of AAA Game Advertising: A Look Back on the Biggest Launches and Trends of the Past Year
AAA advertising shifted heavily toward new title launches in 2023, which accounted for 50% of total ad spend compared to just 20% in the previous year.
YouTube remains the dominant advertising channel at 35% of total spend, though marketing budgets are increasingly diversifying into TikTok, Instagram, and OTT services to leverage short-form video engagement.
High-budget marketing is no longer the sole path to success, as titles like Lethal Company and PalWorld achieved millions of sales through viral gameplay and creator-driven interest with minimal ad investment.
Advertising
Market Analysis
Global
+2
Sensor Tower
Jan 2025
Report
37 pages
Starfield: How It Achieved 10M Players
Starfield reached 10 million players at launch, marking the largest release in Bethesda’s history despite a competitive RPG market.
The marketing campaign utilized a $21.2 million advertising budget, the second-highest in the RPG category for 2023.
Over one-third of the total advertising budget was allocated to Over-the-Top (OTT) streaming services, reflecting a strategic shift toward high-impact digital distribution.
Market Analysis
Player Demographics
Marketing
+2
Sensor Tower
Jan 2025
Report
25 pages
The Big Game Engine Report: 2025
Proprietary in-house engines have seen their market share of new game releases decline to approximately 13% by 2024.
Unreal Engine 5 has established itself as the industry standard for high-fidelity, large-scale AAA projects.
Unity maintains market dominance by volume, particularly within the indie and smaller-scale development sectors.
Market Analysis
Game Engines
Game Development
+3
VG Insights
Jan 2025
Report
25 pages
The Big Game Engine Report: End of the Era of In-House Engines
Proprietary in-house engine usage has declined significantly, accounting for only 13 percent of new game releases by 2024.
Unreal Engine has become the industry standard for high-budget AAA productions, particularly following the release of Unreal Engine 5.
Unity maintains the highest total volume of game releases, primarily driven by adoption among indie and smaller-scale developers.
Market Analysis
Game Engines
Game Development
+3
Video Game Insights
Jan 2025
Report
13 pages
China Game Industry Report 2025
Chinese self-developed mobile games generated US$20.455 billion in overseas revenue in 2025, marking a 10.23% year-on-year increase and the sixth consecutive year exceeding RMB 100 billion.
The United States remains the primary overseas market for Chinese games, accounting for 32.31% of total export revenue, followed by Japan at 16.35% and South Korea at 9.15%.
Strategy games (SLG) dominate the overseas market, capturing 49.97% of earnings, significantly outpacing shooters at 9.69% and RPGs at 9.39%.
Market Analysis
Market Forecast
China
+4
Meridian Play
Jan 2025
Report
117 pages
State of Gaming & Influencer Marketing 2025
The global gaming industry reached $187.7 billion in 2024, with mobile gaming remaining the dominant sector at $92.6 billion and the total player base projected to hit 4 billion by 2027.
PC gaming is a primary growth driver, highlighted by Steam’s record $10.8 billion revenue in 2024 and indie game sales surpassing those of AA and AAA titles for the first time.
Influencer marketing spending is projected to reach $32.55 billion by 2025, with a strategic shift toward niche engagement and nano-influencers who achieve engagement rates exceeding 10%.
Market Analysis
Marketing
Global
+1
AAA Agency
Jan 2025
Report
41 pages
PC/Console Gaming Index: A Look at the Top Games, Publishers, and Platforms in 2025 So Far
Steam leads the 2025 PC and console market with 450 million downloads and a projected $12 billion in premium revenue, representing a 15 percent year-to-date increase.
Premium purchase models remain the primary revenue driver, accounting for 79 percent of Steam's income and 83 percent of PlayStation's earnings.
Steam outperforms console competitors in user acquisition, recording 450 million downloads compared to 376 million for PlayStation and 283 million for Xbox.
Market Analysis
Global
PC
+1
Sensor Tower
Jan 2025
Report
36 pages
Gaming Industry Report: Q3 2024
The global gaming market reached a valuation of $188 billion in 2024, representing a 2.1% year-over-year growth.
Public gaming ETFs outperformed the S&P 500 year-to-date, posting gains between 22% and 36% compared to the S&P's 21%.
Venture funding in Q3 2024 totaled $517 million across 92 deals, marking a 1% increase in funding despite a 14% decline in deal volume quarter-over-quarter.
Market Analysis
Investment
Funding
+5
Konvoy
Oct 2024
Report
17 pages
Console/PC Games Investment Report September 2024
The 2023 fiscal year saw total deal value reach $69.5 billion, a 612% increase driven almost entirely by Microsoft’s $68.7 billion acquisition of Activision Blizzard.
While total deal value surged, the actual number of transactions fell by 25% compared to 2022, and investment volume dropped to $627.8 million across 161 deals.
M&A activity dominated the market with $68.8 billion across 39 deals, accounting for more than 99% of North American M&A value.
Investment
Mergers & Acquisitions
Global
+2
DDM
Sept 2024
Report
20 pages
The Ultimate Game Hype Tracking Guide
Success in the PC and console market requires tracking the purchase funnel through three core metrics: unaided awareness, aided awareness, and purchase intent conversion rates.
The Game Health Tracker methodology relies on monthly surveys of over 3,000 PC and console players in the United States to benchmark performance against competitors.
Conversion rate, defined as the percentage of aided-aware players who express purchase intent, serves as the primary indicator for measuring marketing effectiveness.
Market Analysis
User Acquisition
Retention
+3
Newzoo
Feb 2024
Report
46 pages
Newzoo PC & Console Gaming Report 2024
The market is highly consolidated, with 28 to 34 publishers capturing 80% of monthly active users and just two titles, Fortnite and Roblox, commanding over 60% of total playtime in 2023.
Engagement is dominated by legacy content, as older titles account for over 60% of total hours played, while new releases capture only 8% of playtime.
Premium transactions remain the primary revenue driver, accounting for 56–57% of total spending and outperforming live-service and subscription models.
Market Analysis
PC
Console
+1
Newzoo
Jan 2024
Report
44 pages
State of Performance Marketing for Videogames
First-party data integration is essential for efficiency, yielding conversion lifts of up to 63% in Meta-based campaigns.
Influencer marketing currently outperforms traditional ad networks, achieving a 4.25% conversion rate and a 38.95% Day 7 retention rate.
Meta and YouTube remain the primary media planning channels, utilized in 75% and 44% of campaigns respectively, while Twitch leads in conversion efficiency at 12%.
Advertising
Market Analysis
Global
+2
Gamesight
Jan 2024
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