2025全球游戏市场报告

Released September 2025 Contents 0003Foreword 09The global games market 01 Players and payersRevenuesGenre revenues111520 Special focus topics02 27 2931414345#1Play it again: Revisiting the past for modern success#2 Modernizing release windows:Data-driven launch insights#3The $80 dilemma: A new price ceiling or too soon?#4The long game: How post-launch content fuels engagement#5Unboxing Roblox: User trends, genre insights, and strategic fit 0347The games market per region and country 54Methodology and terminology 0564Work with Newzoo Foreword A new chapter This year’s free edition of the Global Games Market Report marks a personal milestone, my first edition asNewzoo’s Director of Market Intelligence. Over the past few months, I’ve had the privilege of workingalongside our team of seasoned experts, whose deep market knowledge and dedication have shapedevery page of this report. Together, we’ve refined our approach to make this report more relevant,insightful, and valuable. Our focus has been on quality over quantity. We’ve aimed for clarity, impactful storytelling, and a strongbalance between narrative, data, and visuals. Rather than covering too many things at a surface level, we’vechosen five main topics to explore in greater depth. This approach delivers richer, more strategicperspectives that capture both the current state of the market and its forward-looking trends. As always, the report is built on strong data and designed for an engaged, professional audience; readerslooking for answers to the questions that will guide their decisions in a fast-changing industry. This year’s Global Games Market Report marks the startof a new chapter, one with sharper focus and deeperinsights. We’re excited for you to read this year’s freeedition and, as ever, we welcome your feedback. Excelsior! Emmanuel Rosier Director of Market Intelligence Foreword We are excited to welcome you to this year’s freeedition of the Global Games Market Report,Newzoo’s premier publication and guide to ourplatform’sGames Market Reports & Forecaststool. The paid version of the report includes fivedetailed special focus topics. Over the comingmonths, we will share extracts of three of thesetopics. The five topics we analyzed are: This report is designed to help you navigate amarket where growth is harder won, but whereopportunities abound for those who act. Whetheryou’re seeking to benchmark performance, spotemerging trends, or plan your next move, we hopeyou find the clarity, depth, and strategic angle youneed. ✓Remakes and remasters: Reviving classic IPshas become a proven strategy for extendingfranchise lifecycles, generating reliablerevenue, tapping into nostalgia, andstrengthening brand value. ✓Release timing and launch strategies: Thetiming of a game’s release, early access period,and platform exclusivity are crucial inmaximizing player engagement and sales. Finally, I want to thank the Newzoo team for theirdedication and expertise in making this reportcome alive. ✓Game pricing and value perception: Pricing,genre, and content length are key factors inhow players perceive value. As developmentcosts rise, publishers must carefully balanceaccessibility, profitability, and playerexpectations. Key themes this year: ✓Moderate audience growth:The global playerbase will reach 3.6 billion in 2025 (+4.4% YoY),but the share of the online population playinggames is plateauing. Payer growth (+4.9%)continues to outpace revenue growth, leadingto a slight decline in average spend per payer. ✓Post-launch content and long-tail monetization: DLC, expansions, and ongoingupdates are essential for sustainingengagement and revenue and helping toextend the commercial life of new games andremasters. ✓Low to moderate all-round growth: Still, 2025will bring some growth, with all platformsexpected to see between 2% and 6% YoYgrowth in players and/or revenues. The marketremains resilient and full of opportunity forthose who adapt. ✓Roblox, UGC, and the platform ecosystem:The growth ofRobloxand user-generatedcontent is reshaping how players engage andhow IP is built, signaling a shift toward morecreator-driven, platform-centric models in theindustry. ✓Platform dynamics:PC and console are, or will,see renewed momentum, with PC playergrowth outpacing mobile and console. Cross-platform releases, new hardware cycles, andthe anticipation of titles likeGrand Theft AutoVIare reshaping the competitive landscape. Michiel Buijsman Principal Market Analystmichiel@newzoo.com Contributors Michiel BuijsmanPrincipal Market Analyst Emmanuel Rosier Director of Market Intelligence Tianyi GuManager Market Analysis Mehmet ŞahinJr. GameAnalyst MichalKulijewiczJr. Game Analyst Tomofumi KuzuharaSr. Data Analyst Michael WagnerSr.MarketAnalyst HoratiuMituDirector of Marketing Brett HuntMarket Analyst DanjingZhou Sr. Digital Marketing Manager Tiago ReisMarket Analyst Inez AnemaJr. Designer What’s in this report The free Global Games