Global

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.

The global game publishing market is entering a period of significant expansion, with revenues projected to rise from $117.4 billion in 2025 to $150.5 billion by 2030. This growth is underpinned by a fundamental shift toward digital distribution, which already accounted for 95% of industry revenue in 2023. While traditional publishers maintain a competitive edge through high-budget user acquisition and advanced analytics, the democratization of the industry via platforms like Steam and the Epic Games Store has enabled self-published titles to achieve massive commercial success. Consequently, the industry is moving toward a hybrid landscape where multiplatform launches have increased by 40% to maximize player engagement and revenue potential.

Strategic success in the current market relies heavily on closed-loop marketing and data-driven publishing. Developers are increasingly utilizing real-time telemetry and AI analytics to optimize player retention and monetization strategies. This is particularly evident in the rise of Live Service Games, with 95% of studios now developing titles designed for recurring revenue. However, community management and influencer marketing have emerged as equally vital pillars; approximately 40% of gamers now make purchases based on creator recommendations, and social touchpoints drive over 54% of player motivation to continue gameplay. Furthermore, transmedia collaborations, such as television adaptations of gaming franchises, have doubled their share of box office revenues, illustrating the power of cross-media synergy.

The monetization landscape is further diversifying through the growth of subscription services and the esports sector. Subscriptions are expected to reach 318 million active users and a $21.6 billion valuation by 2030, while the esports market is projected to hit $87.7 billion in the same timeframe. To navigate this complexity, many developers are adopting publishing-as-a-service models and leveraging AI to manage diverse revenue streams across platforms. Ultimately, the integration of cross-platform development, which can boost revenue by up to 40%, combined with sophisticated digital marketing and community-focused strategies, defines the modern trajectory of the global gaming industry.

The global games content and services market reached a record $199.4 billion in 2024, a 3.5% year-on-year increase that surpassed pandemic-era peaks. Despite this financial milestone, the industry faces significant structural challenges, including widespread layoffs, studio closures, and a shift toward de-risking strategies. Growth is expected to slow to 0.9% in 2025, largely due to the delay of Grand Theft Auto VI into 2026, which is projected to remove $2.7 billion from the 2025 console market. However, the industry is forecast to surpass the $200 billion threshold for the first time in 2025, with growth accelerating to 2.2% in 2026.

Key growth opportunities center on new hardware and emerging markets. The anticipated launch of the Nintendo Switch 2 in 2025 represents a $7-8 billion content opportunity, with significant potential for increased in-game monetization. Geographically, the Middle East, Africa, and Southeast Asia are expected to outperform Western markets, with the Middle East and Africa projected to grow by 6.3% in 2025. Additionally, significant headroom exists in mature markets like the U.S. by targeting underserved cohorts, specifically females aged 16-24 and adults over 55.

The industry is navigating a transition in monetization and platform dynamics. In-game spending accounts for 77% of total revenue, while physical media is expected to dwindle to just 2% of the market by 2026. To combat escalating AAA development costs, publishers are increasingly utilizing remakes, remasters, and transmedia franchise strategies. While mobile gaming remains the largest segment at 58% market share, PC gaming showed the strongest growth in 2024 at 5.7%. The analysis utilizes proprietary market modeling, financial KPIs, and quantitative consumer research across global regions to provide a comprehensive outlook through 2026.

The gaming industry is currently facing a significant integrity crisis, with 80% of players reporting encounters with cheaters in online environments. This prevalence has transformed cheating from a fringe issue into a routine experience for the majority of the community, with over half of gamers encountering unfair play at least several times a month. The widespread availability of cheating tutorials on social media platforms like YouTube and TikTok has further exacerbated the problem, creating a cycle where 62% of players admit to feeling tempted to cheat themselves.

The impact of this crisis extends beyond player frustration to significant financial and operational risks for developers. Approximately 42% of gamers have considered quitting specific titles due to cheaters, and 55% have either reduced or stopped their in-game spending entirely. This trend is particularly pronounced among high-value players, threatening the core revenue models of modern live-service games. Despite these challenges, there remains a high level of trust in developers to solve the issue, with 94% of players believing studios can effectively address the problem.

Data suggests a strong appetite for robust, industry-wide solutions. Approximately 73% of gamers are willing to undergo identity verification to ensure cheat-free matchmaking, and 79% support cross-game penalties where bans follow a player across multiple titles. Furthermore, 83% of respondents indicated they would be more likely to play a game credibly marketed as "cheat-free." These findings suggest that implementing verified identity systems could restore accountability, protect revenue streams, and improve player retention.

The research was conducted by Atomik Research on behalf of PlaySafe ID, surveying 2,013 adult PC gamers across the United Kingdom and the United States in July 2023. The sample consisted of active players, 82% of whom play multiple times per week, primarily focusing on first-person shooters, sports games, and casual titles.

The 2025 gaming landscape is defined by the convergence of mobile accessibility and PC/console depth. The primary thesis suggests that while mobile serves as a global discovery engine and a source of steady growth, PC and console platforms anchor brand prestige and high-value engagement. To maximize franchise value, publishers must strategically bridge these ecosystems through purposeful cross-platform design, turning mobile’s vast reach into lasting loyalty.

Data highlights a significant scale disparity between platforms: mobile is projected to reach 52 billion downloads and $82 billion in in-app purchase revenue in 2025, while the PC and console segment generates over $12 billion from 1 billion units sold. Mobile leaders like Roblox and Garena Free Fire drive mass acquisition, whereas premium titles such as EA SPORTS FC 25 and Marvel Rivals dominate engagement on Steam, PlayStation, and Xbox. The findings indicate that unified ecosystems, such as those used by Delta Force and Genshin Impact, strengthen retention by allowing players to switch devices without losing progress.

The scope of the analysis is global, covering over 100 markets with specific digital advertising data from 14 major regions, including the United States, Japan, and the United Kingdom. It focuses on the first three quarters of 2025, utilizing Sensor Tower’s proprietary App Performance, Video Game, and Pathmatics Advertising Insights. Methodology involves statistical sampling of digital ad placements and estimated revenue from the App Store and Google Play, excluding third-party Android stores and direct web payments.

Four strategic models for expansion are identified: companion apps for engagement, "lite" versions for mass discovery, adapted standalone experiences for genre diversification, and full cross-play models for community unification. The conclusion emphasizes that a resilient portfolio must balance high-volume mobile genres, such as Simulation and Puzzle, with high-depth PC genres like RPGs and Shooters to maximize monetization efficiency and franchise longevity.

The entertainment industry is increasingly leveraging a transmedia strategy where video game intellectual property serves as the foundation for high-budget scripted content. This approach creates a symbiotic relationship between platforms, where the release of films and television series triggers a boomerang effect that revitalizes interest in the original games. Data indicates that these adaptations drive significant growth across multiple metrics, including active users, digital downloads, and in-app purchases, while simultaneously boosting the performance of the streaming services hosting the content.

The scope of this analysis covers major cross-platform releases between 2024 and 2025, focusing on global mobile, PC, and console gaming segments alongside digital advertising and streaming app performance. Key findings highlight the success of the Minecraft movie, which grossed over $900 million and led to a 44% spike in mobile in-app revenue and a 36% increase in console sales. Similarly, the Fallout television series drove a 23% increase in Amazon Prime Video downloads and a massive 410% surge in daily sales for Fallout 4 on PC. The longevity of this impact is notable, with daily active users for legacy Fallout titles remaining 225% higher for up to 20 weeks following the show's premiere.

Methodology relies on proprietary data from Sensor Tower, tracking digital market insights, app usage, and advertising spend. The data reveals that strategic marketing is essential to this success; for instance, Amazon increased its desktop video ad spend twentyfold to promote Fallout, specifically targeting gaming-focused platforms like Twitch and IGN. While results vary based on the faithfulness of the adaptation and the monetization model of the game, the overarching trend suggests that transmedia releases are a powerful tool for re-engaging historical players and attracting new audiences to established gaming franchises.

This analysis explores the intersection of intellectual property (IP) fandom and player engagement within the global gaming industry. The primary thesis is that while transmedia collaborations are essential for driving player acquisition and retention in a live-service landscape, the effectiveness of an IP is heavily dictated by regional awareness and cultural sentiment. Success in global gaming requires a move away from one-size-fits-all licensing toward market-specific strategies that align with local fanbases.

The findings are based on the 2025 Global Gamer Study, which surveyed over 73,000 consumers across 36 markets, tracking awareness and attitudes toward 42 popular entertainment IPs. Data indicates that a majority of gamers in 24 of the 36 countries are more likely to play a game featuring their favorite IP. This influence is strongest in South Asia (74%) and Latin America (64%), while Western Europe and Oceania show more reserved engagement levels (45%).

The research categorizes IPs into four quadrants based on the relationship between awareness and favorability. Global Favorites, such as Harry Potter and Disney, maintain near-universal recognition (90%) and high sentiment. Familiar Faces like Star Wars and Barbie possess high awareness but suffer from polarizing or lower favorability in specific regions. Hidden Gems, including Studio Ghibli and various anime titles, maintain niche global awareness but command intense loyalty in specific markets like Japan or Vietnam. Finally, IPs with Limited Appeal, such as Doctor Who or Percy Jackson, struggle with both low recognition and lukewarm sentiment outside their core territories.

Geographic variations are stark; for instance, anime franchises like Dragon Ball achieve 85–90% awareness in Latin America and Southeast Asia, nearly double their recognition in the West. Conversely, Western staples like DC Comics see high awareness in the U.S. (70%) but significantly lower traction in Japan (21%). The study concludes that cultural resonance, linguistic accessibility, and historical distribution patterns are the primary drivers of IP success in the gaming sector.

Roblox has evolved from a youth-centric gaming site into a massive entertainment ecosystem and creator economy, boasting nearly 112 million daily active users and distributing over $300 million to creators in a single quarter. While the platform shares structural similarities with mobile gaming—such as an 80% mobile user base and monetization driven by cosmetics and gacha—it functions more like a social media platform such as TikTok or YouTube. Success is dictated by cultural fluency, rapid iteration, and social momentum rather than high graphical fidelity or traditional production cycles.

The platform’s audience is maturing, with the 13+ demographic growing at 54% year-over-year, significantly outpacing younger cohorts. This shift brings higher spending power and more sophisticated expectations to the ecosystem. Data indicates that Roblox is not a siloed experience; only 24% of players engage exclusively on mobile, with significant playtime occurring on PlayStation and PC. The genre landscape is dominated by Roleplay, Simulation, and Platformers, characterized by low-friction, social, and trend-driven mechanics that prioritize accessibility over complex skill sets.

For traditional developers, the platform serves as a strategic testing ground for intellectual property and audience cultivation among Gen Z and Gen Alpha. Because the discovery algorithm rewards speed and native platform knowledge, established studios are increasingly partnering with Roblox-native creators to navigate the unique development rhythm. The most effective strategies treat the platform as a long-term engagement tool rather than a standard publishing channel, focusing on branded activations and collaborative IP experiences to build brand affinity with the next generation of gamers.

Gaming has evolved into a horizontal cultural layer encompassing 3.4 billion global players who utilize interactive platforms to build identity and community. Despite this massive reach, the sector currently receives less than 5% of global media investment, representing a significant disconnect between consumer attention and advertising spend. The industry is increasingly defined by transmedia expansion and social connectivity, particularly among Gen Z audiences who prioritize platforms like Roblox and Discord for brand discovery and social interaction. Success in this landscape requires a strategic shift from isolated sponsorships toward full-funnel integrations that align with specific player motivations, including relaxation, achievement, and immersion.

The shift toward non-intrusive brand integration utilizes high-impact formats such as rewarded video and custom in-game partnerships to secure superior video completion rates and brand recall. Immersive strategies drive substantial consumer consideration, with 55% of players expressing interest in branded virtual items. Furthermore, custom experiences within gaming environments can yield up to 100x higher attention levels than traditional social media. Case studies involving major titles like Genshin Impact demonstrate that blending digital fandom with real-world value can result in triple-digit sales growth and heightened community engagement.

As a full-funnel engine, gaming integrations now produce measurable lifts in awareness and consideration through interactive campaigns. Data indicates that gamified loyalty programs can increase purchase rates by 12% and guest spend by 64%, while in-game commerce on platforms like Roblox generates significant revenue for developers. Looking ahead, the industry trajectory is shaped by the expansion of cloud gaming and highly anticipated hardware and software launches, such as the Nintendo Switch 2 and Grand Theft Auto VI. These developments reinforce gaming's role as a primary driver of modern media consumption and commercial conversion.

The video gaming industry is transitioning into a new era of growth following a post-pandemic stabilization period. While the sector is unlikely to replicate the rapid doubling of the 2010s, a convergence of technological and structural shifts is expected to revitalize the market. This evolution is driven by four primary strategic trends: the integration of Generative AI, the expansion of the user-generated content (UGC) creator economy, the mainstream adoption of cloud gaming, and the regulatory opening of mobile app stores.

Key findings indicate that Generative AI is already being utilized by approximately 50% of studios to improve development efficiency and create adaptive gameplay, with 20% of new Steam games disclosing AI use by mid-2025. Simultaneously, the creator economy is surging; payouts from platforms like Roblox and Fortnite are projected to exceed $1.5 billion in 2025. Cloud gaming is also positioned for a massive scale-up, with revenues forecasted to grow from $1.4 billion in 2025 to $18.3 billion by 2030. This shift toward hardware-agnostic play is mirrored in distribution, where 33% of adult gamers have already purchased titles directly from developer web stores to bypass traditional platform fees.

The scope of this analysis is global, with a particular focus on major markets including the US, China, Germany, Japan, and South Korea. It covers the industry from late 2025 through projections for 2030, spanning mobile, console, and PC segments. Data is derived from the Global Gaming Survey of approximately 3,000 gamers, metadata analysis of the Steam platform, and interviews with industry leaders and developers.

The industry concludes that success in this new landscape requires a departure from traditional "console war" mentalities in favor of ecosystem-based strategies. Developers must master new monetization models, such as tiered pricing and windowing, to protect the value of premium content while navigating a market increasingly defined by infinite digital shelf space and algorithmic discovery.

The first half of 2025 reveals a rapid shift in mobile‑game user‑acquisition toward AI‑driven creative production, with short‑form video, live‑action clips and in‑game audio ads now accounting for the majority of impressions. Generative‑AI tools and AI‑enhanced playable ads compress development cycles to under a week, allowing marketers to test multiple concepts at low cost while retaining retargeting as a core pillar of acquisition strategy.

Genre competition intensifies, especially for role‑playing games, which generate an average of 224 new creatives per advertiser each month. Casino titles expand their share by 14.5 % year‑over‑year, becoming the second‑largest spend category. Europe hosts the largest pool of advertisers—over 43 000 monthly, a rise of 10 000 from the previous year—while North America exhibits the highest creative density, with roughly 119 assets per advertiser. In casual games, AI‑generated vertical video now consumes about 40 % of media spend, underscoring the dominance of automated formats across regions.

Key operational challenges include limited reach to high‑value users, protracted creative rollout times, and declining engagement as mature audiences become ad‑fatigued. Lengthy or fragmented landing‑page experiences further erode trust, suppressing download conversion and long‑term retention.

To counter these pressures, firms are advised to institute rapid‑iteration pipelines that move concepts to live within seven days, maintain a refresh cadence of two to three creative updates per month, and prioritize concise, transparent messaging that streamlines the post‑click flow. Embracing these practices is projected to improve acquisition efficiency and sustain user interest amid an increasingly saturated global mobile‑gaming market.

CESA Game Industry Report 2024 – Executive Summary (English)

1. Publication Details | Item | Information | |------|--------------| | Title | CESA ゲーム産業レポート 2024 (CESA Game Industry Report 2024) | | Publisher | 一般社団法人コンピュータエンターテインメント協会 (Computer Entertainment Supplier’s Association, CESA) | | Release date | 20 December 2024 (Friday) | | Price | ¥55,000 (incl. tax) – both printed book and PDF/CD‑ROM versions | | Format | A4, 360 pages | | ISBN / Catalog | CESAJ‑LV‑ (internal code) | | Production partner | 株式会社角川アスキー総合研究所 (Kadokawa ASCII Research Institute) | | Official page | <https://f-ism.net/report/cesa2024.html> | | Contact | [email protected] |

> Citation note – When quoting any data from the report, cite it as “CESA ゲーム産業レポート 2024”.

2. Report Structure

| Chapter | Focus | |---------|-------| | Chapter 1 – Front‑matter (Topics, Interviews, Contributions) | Interviews with industry veterans (久夛良木健, 岡村秀樹) reflecting on 30 years of PlayStation & Sega Saturn; other key‑person case studies. | | Chapter 2 – Market & Industry Trends (Domestic & Global) | Macro‑level market size, platform breakdown, development costs, employment, cross‑media context. | | Chapter 3 – User Trends | Player demographics, platform usage, esports, multi‑platform activity. | | Chapter 4 – CESA Activities & Member Initiatives | Overview of CESA‑hosted events (Tokyo Game Show, CEDEC) and member‑company projects. |

3. Key Findings

3.1 Global Game‑Content Market Size (2020‑2024) – Approximately ¥30 trillion in 2024, nearly double the 2020 level (¥20 trillion). Growth drivers – Strong yen‑depreciation effect post‑2022, continued expansion of mobile gaming, and rising PC‑gaming share (thanks to Steam). Platform share (2024) – Mobile: dominant share (≈ 60 % of global revenue). Console: ~ 20 % of revenue. PC: ~ 20 % (growing steadily).

3.2 Japan’s Content Industry & Game Share Total overseas export of Japanese content: ¥4.7 trillion (on par with semiconductor & steel sectors). Games’ contribution: ≈ 60 % of that export value → games are the primary driver of foreign‑exchange earnings within the broader content sector.

3.3 Domestic Game‑Industry Employment & Compensation Total industry employment: ≈ 200,000 workers (including peripheral sectors). Average annual salary: ¥7.08 million – markedly higher than the average across