ESAC – Entertainment Software Association of Canada

The Power of Play report, released by the Entertainment Software Association of Canada in October 2025, provides a comprehensive analysis of the Canadian gaming landscape, challenging traditional stereotypes regarding player demographics and habits. The study, which surveyed 1,521 Canadians as part of a broader 12-country global analysis of 24,216 active players, highlights a highly diverse and engaged gaming population. Methodology for the study involved polling individuals aged 16 and older who play video games for at least one hour per week.

Key findings indicate that the Canadian gaming community is gender-balanced, with women accounting for 51% of the player base. Engagement is also evenly distributed across age groups, with 37% of players aged 35–54 and 35% aged 55 or older. Mobile devices have emerged as the dominant platform, serving as the primary choice for 52% of players, significantly outpacing consoles and virtual reality systems at 25% and computers at 22%. Regarding content preferences, Canadians show a strong affinity for puzzle games, with a 59% preference rate that exceeds the global average of 50%.

Beyond entertainment, the report underscores the role of gaming in mental wellness and social cohesion. A majority of players report that gaming serves as a vital outlet for stress relief (80%) and contributes to feelings of happiness (70%). Furthermore, 57% of respondents credit video games with helping them navigate difficult life periods. The social impact is equally significant, as 74% of players believe games unite people from diverse backgrounds, and 43% have formed meaningful personal relationships, including friendships and marriages, through gaming environments. These findings position video games as a central, positive component of modern Canadian social and personal life.

The 2024 Annual Report for the Entertainment Software Association of Canada (ESAC) outlines the organization’s strategic achievements in advocacy, regulatory affairs, and industry promotion during a period of significant legislative activity. The primary thesis emphasizes the industry’s resilience and its successful efforts to secure exemptions from restrictive Canadian regulations, specifically the Online Streaming Act and the Online Harms Act. By demonstrating the efficacy of existing self-regulatory tools like the ESRB rating system and parental controls, ESAC successfully argued that video games differ fundamentally from traditional broadcasting and require distinct policy considerations.

Geographically focused on Canada with a global collaborative scope, the report highlights the industry’s substantial economic footprint, contributing $5.5 billion to Canada’s GDP. Key data points from the "Power of Play" survey, which sampled 13,000 players across 12 countries, reveal the social and emotional drivers of gaming in Canada. Findings show that 74% of Canadians play for fun, while 76% use games to reduce stress and 63% to lower anxiety. Furthermore, 46% of Canadian respondents engage in online multiplayer experiences, with 66% reporting positive social interactions.

The report details ESAC’s expanded influence through the addition of major global members, including Epic Games, Roblox, and Tencent. It also reviews international engagement through the Global Video Game Coalition and the hosting of the Global Video Game Associations Policy Summit in Montreal. While celebrating these successes, the analysis notes ongoing challenges, such as amendments to the Invest in Canada Act that may restrict foreign investment. Methodologically, the report relies on member surveys, economic impact studies, and case studies to advocate for the "transformative power" of games in sectors like education, healthcare, and physical therapy. Financially, ESAC reports a strong position, benefiting from increased membership revenue and a virtual operating model.

Canada’s video‑game industry is portrayed as a mature, high‑value sector that now consists of 821 firms employing roughly 34,000 full‑time workers and delivering a $5.1 billion economic impact. While the overall number of companies has contracted by 9 % since 2021, the decline is confined to micro‑studios of two to four staff; larger studios with 51 or more employees have remained stable or expanded, underscoring a concentration of activity in more sizable operations.

In the 2023‑24 fiscal year the sector generated a $356 million operating surplus, representing a 7 % margin, and direct labour income rose 21 % to $3.5 billion, with indirect and induced effects adding another $600 million. Flexible work arrangements dominate, especially in firms with 100+ employees, where 83 % of staff follow hybrid schedules. Larger studios report longer time‑to‑market—about five months more—while smaller studios move faster, and nearly half of all companies are employing generative AI primarily for ideation. Funding access hampers small firms, talent shortages constrain the very largest, and market discoverability is a universal obstacle.

A refined economic‑impact model introduces finer size categories and a custom induced‑impact multiplier based on Canada’s marginal propensity to consume and import. Applying this methodology retroactively to 2021 data raises total full‑time‑equivalent employment to 35,250 (a 9 % increase) and labour‑income to C$3.88 billion (up 6 %), while total GDP contribution adjusts downward to C$5.5 billion, reflecting more precise accounting of indirect and induced effects. The analysis covers the national landscape, focusing on the period from 2021 through 2024 and encompassing firms of all sizes within the video‑game development and publishing ecosystem.

The 2024 annual review presents a comprehensive assessment of Canada’s video‑game sector, emphasizing its expanding regulatory influence, economic contribution and strategic diversification. Central to the analysis is the successful negotiation of two key exemptions—removal of the industry from the Streaming Act levy and exclusion from the Online Harms Act—demonstrating the sector’s growing political clout. The accession of major global publishers, notably Epic Games, Roblox and Tencent, further amplifies the association’s reach and underscores Canada’s emergence as a hub for gaming innovation and talent.

A worldwide survey of 13 000 players across twelve nations reveals that 74 % of Canadian gamers prioritize fun, while 43 % cite mental stimulation and 28 % value exploration, highlighting a multifaceted consumer motivation profile that informs product development and marketing strategies. High‑impact initiatives such as exclusive Unreal Engine‑driven studio tours in Montreal, the second Geneva Day of the Global Video Game Coalition securing United Nations‑level recognition, and the Ottawa “Jeux vidéo sur la Colline” summit collectively reinforced the sector’s cultural, social and economic significance, quantified at a $5.5 billion contribution to national GDP.

Financially, the Canadian Entertainment Software Association achieved its first full pre‑pandemic budget while operating virtually, generating cost efficiencies that funded supplemental programs including “Le pouvoir du jeu” and an overhaul of parental‑control video resources. Membership growth, driven by the inclusion of Roblox and Epic Games, propelled revenues beyond forecasts and validated the association’s diversification strategy.

Looking ahead, the organization intends to retain its virtual‑first operating model and continue advocacy for regulatory, economic and security policies that sustain industry expansion, while deepening diversity, equity and inclusion efforts through partnerships such as QueerTech and a cross‑industry equity working group. The report thus positions Canada’s interactive entertainment ecosystem as a resilient, globally connected, and policy‑savvy contributor to the broader digital economy.

The 2024 Canadian video‑game sector is presented as a mature, high‑value industry that contributes $5.1 billion to national GDP and sustains 34 010 full‑time‑equivalent positions, with an average compensation of $102 000. The analysis underscores a pronounced geographic concentration, as 83 % of the 821 operating studios are located in Ontario, British Columbia and Québec, reflecting the continued clustering of talent and infrastructure in these provinces.

Compared with 2021, the total number of firms declined by 9 %, a contraction driven largely by the disappearance of micro‑enterprises, while larger studios either remained stable or expanded. Ownership patterns have shifted markedly, with foreign‑owned companies now accounting for 88 % of total employment, indicating deepening international integration and reliance on external capital.

Industry spending reached $4.8 billion in 2024, an 11 % increase over the 2021 level, and labour costs now represent 72 % of total expenditures, up from roughly 66 % three years earlier. This rising labour share highlights the sector’s intensifying dependence on skilled human capital.

The study classifies studios into eight size categories—from solo developers to firms with more than 200 employees—using survey‑derived averages to estimate spending, revenue and wage structures across each segment. By scaling these averages to the number of firms in each tier, the analysis provides a nuanced picture of economic activity across the full spectrum of the industry.

Overall, the findings portray a Canadian video‑game ecosystem that is consolidating around a few large, often foreign‑owned players, expanding its overall financial outlays, and increasingly reliant on a highly paid workforce, all within a geographically limited core that dominates national output.

The 2023 annual review underscores a year of extraordinary expansion for Canada’s video‑game industry, positioning the nation as a pre‑eminent global hub for development talent and creative output. Canadian studios not only captured a record share of international awards and critical praise, but also deepened export revenues, reinforcing the sector’s contribution to the broader digital economy. Concurrently, the industry association intensified its advocacy agenda, securing more favourable regulatory frameworks and advancing diversity, equity and inclusion initiatives that aim to broaden participation across the workforce.

Financial analysis reveals that the Canadian Entertainment Software Association (ALD) concluded the fiscal year with a substantial surplus, reflecting both robust membership growth and effective cost management. The surplus enabled the organization to maintain flat membership fees for existing constituents while expanding its full‑time staff, thereby enhancing service delivery and policy‑making capacity. This fiscal stability signals confidence among stakeholders and provides a solid foundation for future strategic investments.

Geographically, the findings pertain to the Canadian market, encompassing all provinces and territories, and cover the calendar year 2023. The scope spans development studios, publishing entities, and ancillary service providers within the interactive entertainment ecosystem, as well as the association’s governance and advocacy functions.

Overall, the data illustrate a thriving, financially sound industry that is both internationally competitive and increasingly inclusive, supported by an association that leverages its surplus to reinforce member value and influence public policy.

The Essential Facts Videos series, released by the Entertainment Software Association of Canada (ESAC) in November 2022, presents a series of video profiles that showcase the Canadian video game industry’s growth and talent pipeline. The videos feature five prominent studios—Other Ocean Interactive, Ubisoft Toronto, Eidos Montréal, EA Bioware, and Kabam—each known for producing high‑profile triple‑A titles. Through interviews with studio leaders and developers, the series highlights how these companies contribute to Canada’s $5.5 billion GDP impact and illustrate the collaborative ecosystem that supports innovation, publishing, and distribution across the country.

The content is positioned as a resource for policymakers and legislators, offering insider perspectives on industry trends, workforce development, and the economic benefits of a vibrant gaming sector. ESAC frames the videos as part of its mandate to represent major console makers, publishers, independent developers, and distributors, emphasizing the association’s role in advocating for a supportive environment that attracts investment and talent.

While the series does not provide quantitative data or statistical analysis, it implicitly references key industry metrics such as GDP contribution and the prominence of triple‑A development. The videos serve as qualitative evidence of Canada’s position as a leading hub for game creation, showcasing the talent and innovation that drive the sector’s continued expansion.

The Entertainment Software Association of Canada’s 2022 annual report presents a comprehensive overview of the sector’s health, advocacy work and public‑facing initiatives during a year still shaped by the COVID‑19 pandemic. Central to the narrative is the conclusion that Canada’s video‑game industry not only withstood pandemic‑related disruptions but accelerated its contribution to the national economy, emerging as a “national champion” with global impact.

The 2021 economic impact study, conducted by Nordicity, surveyed more than 160 studios—the largest dataset since the study’s inception—and incorporated data from over 150 member companies. Findings reveal an expansion from just under 700 active studios in 2019 to close to 1,000 in 2021, supporting 32,000 full‑time employees and an additional 23,000 indirect jobs. The sector’s contribution to GDP rose to $5.5 billion, the highest level recorded, while more than 80 % of studios employing 100 + staff reported having diversity‑and‑inclusion strategies.

Media outreach amplified these results, with a coordinated campaign that generated 194 media hits, reached nearly 39 million impressions, and secured 42 000 bilingual video views amounting to 1 213 hours of watch time. Parallel efforts included a bilingual “My Why” vaccine‑promotion series featuring seven influencers, and the publication of a nationwide e‑waste recycling guide to assist members in meeting provincial obligations.

Advocacy activities spanned virtual parliamentary engagements with senior policy officials, ongoing dialogue on immigration, skills development and digital‑learning curricula, and participation in think‑tank panels. Collectively, these actions underscore the association’s role in shaping a favorable regulatory environment, fostering industry growth, and highlighting the social benefits of gaming across Canada.

The Association canadienne du logiciel de divertissement (ALD) presents an overview of its 2022 activities, emphasizing the organization’s mandate to champion the Canadian video‑game sector through policy advocacy, industry research and public‑relations initiatives. Central to the narrative is the 2021 economic study conducted with Nordicity, which quantifies the sector’s contribution to the national economy and underscores its resilience amid pandemic‑induced disruptions.

The study reveals that the industry expanded from fewer than 700 active studios in 2019 to nearly 1 000 in 2021, employing more than 32 000 full‑time workers and supporting an additional 23 000 indirect jobs. Direct output now adds $5.5 billion to Canada’s gross domestic product, the highest level recorded to date. Survey participation reached a record 160‑plus responses, representing over 150 studios that supplied employment and financial data. Diversity and inclusion policies are in place at more than 80 % of studios with 100 or more employees, indicating a sector‑wide commitment to balanced talent pipelines.

Complementary efforts include a bilingual “#MyWhy” vaccination campaign that mobilized seven influencers to produce eight videos, and a newly funded guide outlining electronic‑waste recycling obligations for members. Media outreach, coordinated with Hill & Knowlton Strategies, generated roughly 39 million impressions, 66 000 Twitter impressions, 11 000 Instagram impressions and 42 000 YouTube views, translating into over 1 200 hours of video consumption. Virtual engagements with federal officials covered economic impact, immigration, skills development and cultural funding, while plans are under way for an in‑person “Games on the Hill” event in November 2022.

Overall, the report demonstrates that despite pandemic constraints, the Canadian video‑game industry has continued to grow, diversify and increase its cultural and economic influence, positioning Canada as

Canada’s video‑game sector continued to function as a high‑growth engine in 2020, supporting roughly 48 000 full‑time‑equivalent positions, of which 27 700 are direct industry jobs, and generating about C$4.5 billion in GDP. The number of development studios expanded by 16 percent to approximately 700, and sales increased despite the disruptions of the COVID‑19 pandemic. A remote‑work guide and a targeted outreach campaign helped maintain employment levels, while an economic‑impact study of 185 respondents confirmed a favourable policy and investment climate for the industry.

Leadership within the sector is exemplified by senior figures such as Tania, a veteran with more than 15 years of experience and a champion of diversity through the EA Women’s Employee Resource Group, and Éric Martel, director of AI and machine‑learning at Eidos‑Montréal, who oversees research for flagship franchises. Their profiles underscore the growing technical sophistication and inclusive culture emerging across Canadian studios.

Strategic initiatives in 2020 focused on talent development and cultural recognition. Partnerships with the Conseil des technologies de l’information et des communications launched the Integrated Work‑Based Learning program to place students in industry roles, while the inaugural Canadian Game Awards moved to a digital format. Support for the Canadian Screen Awards introduced three new video‑game categories, signalling the medium’s expanding cultural relevance despite modest submission volumes. Financially, the association reported a solid position, reinforcing its capacity to sustain growth‑oriented programs and diversity‑focused pipelines throughout the Canadian gaming ecosystem.

The Entertainment Software Association of Canada (ESAC) positioned its 2019 annual report as a strategic overview of the organization’s role as the national voice for the Canadian video‑game sector, emphasizing a “members‑first” agenda built on six pillars that include regulatory advocacy, tax‑credit preservation, policy engagement, parental‑control promotion, membership growth and public awareness.

During the fiscal year, ESAC facilitated a record‑breaking “Video Games on the Hill” event that attracted more than 250 participants, including 25 Members of Parliament, and showcased titles from major publishers such as Ubisoft, Nintendo, EA and Xbox. The association also testified before three parliamentary committees and a provincial commission, reinforcing its stance against heightened regulation while urging favourable economic policies. Internationally, ESAC contributed to the International Video Game Associations Summit in Santa Monica, where representatives from ESA, IGEA, UKIE and other bodies debated loot‑box regulation, e‑sports, WHO’s ICD‑11 gaming‑disorder classification and privacy legislation.

Research remains a cornerstone of ESAC’s advocacy. Partnering with the NPD Group, the association confirmed that over 23 million Canadians regularly play video games, a finding leveraged in a nationwide media campaign and in positive coverage across four major newspapers. Public‑relations efforts addressed contentious issues surrounding loot boxes and the ICD‑11 classification, while a bilingual parental‑control video series was launched with Microsoft, Sony and Nintendo to guide families.

Membership stability persisted, with the addition of Codename Entertainment and Kabam as new Canadian publishers, and a continued focus on recruiting independent studios and distributors. The report underscores ESAC’s commitment to shaping policy, enhancing industry visibility and supporting the growth of Canada’s vibrant video‑game ecosystem.

The 2019 annual report of the Canadian Entertainment Software Association (ALD) outlines the organization’s role as the principal advocate for Canada’s video‑game sector, emphasizing a strategic focus on member‑first principles, regulatory advocacy, and public perception. Central to its thesis is the conviction that a coordinated, policy‑friendly environment and heightened visibility of the industry’s economic contribution will sustain long‑term growth.

Key findings highlight a robust domestic market, with more than 23 million Canadians identified as regular gamers through a 2018 NPD Group survey that captured demographic, console usage and purchasing patterns. The “Jeux vidéo sur la Colline” event drew a record 250 participants, including 25 federal legislators, and featured leading publishers such as Ubisoft, Nintendo, EA and Xbox, underscoring the sector’s political engagement. ALD’s lobbying efforts included testimonies before multiple parliamentary committees and direct dialogue with Minister Navdeep Bains, reinforcing support for tax‑credit frameworks and innovation policies. Internationally, the association participated in the Global Video Game Associations Summit in Santa Monica, addressing issues like loot‑box regulation and the WHO’s inclusion of gaming disorder in ICD‑11.

Operational highlights for 2019 include the appointment of a new director of policy and a director of communications, a targeted media campaign that secured coverage in four major Canadian newspapers, and the launch of bilingual parental‑control tutorials in partnership with console manufacturers. Membership remained stable while two prominent publishers, Codename Entertainment and Kabam, joined the association, reflecting continued expansion of the member base. Overall, the report demonstrates ALD’s comprehensive advocacy, research, and outreach activities aimed at strengthening Canada’s video‑game ecosystem during the fiscal year.