解锁游戏收入：西方市场玩家行为与支付趋势

Table of contents Introduction & Foreword03 The Games Market Landscape06 Spending Behavior15 Spotlight Interview19 Key Takeaways25 Introduction Welcome toUnlocking Games Revenue: Player Behavior andPayment Trends in the West, powered byTebexand Newzoo. Ourgoal is to help developers and publishers better understandwhat matters to players today, and how thoughtful adjustmentsto the payment experience cansupport revenue growth,player loyalty, and long-term engagement. As the games industry continues to evolve, so too do the waysgames are delivered, monetized, and experienced. From premiumtitles to free-to-play, and from traditional storefronts to user-generated content platforms. Alongside this,the variety of payment methods available to playershas also expanded.It’s now more important than ever fordevelopers and publishers to understand notjust how players payand what options they prefer, but also why they choose to spend. Whilecore monetization models like live services andmicrotransactions remain consistent, the way players think aboutspending is changing. This is especially noticeable in North Americaand Europe, where growth in new payers has slowed. Newzoois the global leader in PC and consolegames data. We provide best-in-class,proprietary data spanning game-level metrics,gamer insights, market intelligence, andstorefront activity. Drawing onTebex’sdeep knowledge ofpayment behavior, havingprocessed over $1 billion in transactions, andNewzoo’splayerresearch, this report takes a closer look athow player motivationsand habits influence spending behavior, andhow paymentexperiences shape those decisions. Backed by deep industry expertise, we helpdevelopers and publishers make confidentdecisions across the entire game lifecycle—fromstrategy and development to launch and liveops. Minh Tue Le NgocSr. Consultant, Newzoo Foreword AtTebex, we've had the privilege of working alongside creators,developers, and studios for over a decade. As gamers ourselves-Ibuy more ARK mods than I care to admit-this work is deeplypersonal. We’re driven by a simple motivation:to help the peoplebehind the games we love keep building, innovating, and thriving. Being a trusted partner to these teams is anhonour, but it’s also aresponsibility we take seriously. Every day, we learn more aboutwhat drives player spend, uncovering missed revenueopportunities for our partnersand work hand-in-hand with thestudios, taking a small role in not only ensuring they survive, butthrive. Too often we see money left on the table-nothing to do with thegame's enjoyment or engagement, but because the paymentexperience is letting players down. That's why we're proud topartner with Newzoo on this report. By combining theirmarket-leading researchwithTebex'spayment and cohort datagatheredover 14 years and $1bn of processed payments, we hope to shine alight onhow playerbehaviouris evolving, and where studios canunlock new value, even as overall payer growth begins to plateau. Tebexis the leading monetization platform andMerchant of Record for game studiosembracing player-driven economies. Thanks for reading. If you ever want to chat about payments, playermonetization, or why modded creatures in ARK are the trueendgame-my inbox is open. Enjoy the report. Tebexhelps studios launch and scale in-gameand web-based storefronts with ease acrossPC, mobile, and everything in between. Liam WiltshireHead of Payments & Compliance,Tebex Terminology and overview of payment methods Payment Methods Gross Merchandise Value(GMV) Cards Wallet Buy Now, Pay Later (BNPL) Digital wallets that store paymentdetails and/or hold stored valuefor fast and secure checkout. Payments made using credit,debit, or prepaid cards. Total value of all transactionsprocessed through a platform,before fees or deductions Allows users to split purchasesinto installments or deferpayment to a later date. Examples: Visa, Mastercard,AmericanExpress Examples: PayPal, Apple Pay,Google Pay Examples:ClearPay,AfterPay,Klarna Average Transaction Value(ATV) Account to Account (A2A) Cash/Over-the-Counter(OTC) Crypto Direct bank transfers between auser and merchant without cardnetworks. Users pay with cash at authorizedretail locations or via prepaidvouchers. Average amount spent pertransaction (GMV / number oftransactions) Payments made using digitalcurrencies on blockchainnetworks. Examples: SEPA transfers,iDEAL(Netherlands),Sofort(Germany),Pix (Brazil) Examples:Paysafecard, RazerGold Examples: Bitcoin, Ethereum,Stablecoins Global games market to hit $188.9 billion in 2025: with North Americaand Europe accounting for nearly half (46%) of spending Our revenues encompass consumer spending ongames: physical and digital full-game copies, in-game spending, and subscription services like XboxGame Pass. Mobile revenues exclude advertising. Our estimatesexclude taxes, secondhand trade or secondarymarkets, advertising revenues earned in and aroundgames, console and periphera