2025年全球游戏发行与营销行业研究报告

THE GLOBALSTATE OF GAMEPUBLISHING &MARKETING 2025INDUSTRY REPORT Contents ForewordTable of ContentsList of TablesList of FiguresIntroduction22334 SECTION 6: Software and Services Publishing as a ServiceDesign StudiosConclusionBibliography SECTION 1: Game Publishing Strategies Publisher-Developer RelationshipsCross-Platform PublishingSelf-Publishing Foreword Ahead of the Game Publishing and Marketing Summit,we commissioned this report to deliver an in-depthoverview of how, and why, game publishing andmarketing experts are reimagining their core strategies.The aim of this report is to outline key topics that mayenable studios, regardless of size, to make internalimprovements to their business models and gamesthat will keep them not just relevant, but essential. SECTION 2: Marketing and User Acquisition Digital Channels and Decline ofTraditional Retail Partnerships as Marketing Channels Influencer Marketing The findings reflect an increased interest, investmentand dependence on user research, player andplatform data and analytics, third-party services,personalised events and engagement, and multi-platform retail strategies. However, solely relyingon access to research and digital tools will not helpstudios navigate ever-growing player expectations,modern technology, or regulations. SECTION 3: Community Importance of Community in Gaming Community Safety SECTION 4: Data-Driven Success The Role of Data in Publishing and Marketing This report is designed to highlight the latestopportunities and challenges in the gaming industry.We hope it serves as a practical resource for decisionmakers seeking to stay a step ahead of the curve in arapidly changing and customer dependant industry. SECTION 5: Revenue Streams andBusiness Models Live Service Games Boxed Games/One-time Purchase Model Subscription Models Jade Tierney#GPMSummit Director Esports Hybrid Models Tables Table 8:Community Management Tools/Platforms by Leading Companies(Selected) Table 1:Benefits of DevelopingCross-Platform Games Table 2:Popular Cross-Platform Games Table 9:Safety Rules and Regulations inGaming Industry Table 3:Top Cross-Platform Game Engines Table 4:Top-10 Self-published Games during2019-2024 Table 10:Data Analytics: LeadingProviders (Selected) Table 11:Comparisons of Leading SubscriptionService Providers Table 5:Examples of Successful Collaborationsin Games Table 12:Hybrid Models Used in SelectedGames and Platforms Table 6:The Role of Influencers in ShapingGaming Trends Table 13:Design Studios: Leading Companies(Selected) Table 7:Benefits of Gaming Influencers inMarketing Over Traditional Advertising Figures Figure 9:Global Boxed Games Market in US$billions, 2025-2030 Figure 1:Global Game Publishing Market in US$billions, 2025-2030 Figure 10:Global Game Subscription Market inUS$ billions, 2025-2030 Figure 2:Share of Players & Time Spent on Playing Figure 3:Number of Self-Published Hit GamesBetween 2019 and 2023 Figure 11:PlayStation vs. Xbox: Installed Baseand Revenue Share Figure 4:Number of Games Released on SteamWorldwide from 2018 to 2023, by Developer Type Figure 12:Esports Monetization Models Figure 5:Indie Developers Market in US$ Billions,2025-2030 Figure 13:Global Esports Market in US$ billions,2025-2030 Figure 6:Physical vs. Digital Game RevenueShare in 2024 Figure 14:Prize Money for Leading eSportsGames Worldwide in US$ millions Figure 7:Physical vs. Digital Revenue of MajorVideo Game Publishers as of November 2024 Figure 15:Video Streaming Quarterly HoursWatched, 2020-2024 Figure 8:Global Live Service Gaming Market inUS$ billions, 2025-2030 Figure 16:Revenue Streams for GamePublishing Industry The Global State of Game Publishing and Marketing 2025 Industry Report Introduction The global game publishing market is expected toincrease from US$117.4 billion in 2025 to US$150.5billion by 2030, at a modest CAGR of 5.1%. Thegaming industry which has enjoyed exponentialgrowth over the last two decades, especially duringthe pandemic, now finds itself at a crossroads.The return of gamers to schools and offices in thepost-pandemic era, rising interest rates, high costs,market saturation, and the failure of a few high-profile games, are some of the factors responsiblefor this tepid growth forecast. As game developmentand publishing budgets rise along with breakeventhresholds, the publishers’ dependency on eachgame increases resulting in a lesser margin forerrors (game failures). a game. In contrast, publishers handle thefinancing, marketing, distribution, and at times,the legal aspects. This model has given a fewlarge publishers significant power, allowing themto control distribution channels, marketing, andmonetisation strategies. These publishers often actas gatekeepers, determining which games reachthe market and at what scale. Even though thishas resulted in the creation and launch of manyiconic titles, it has allowed larger studios to corner asignificant share of the market,