2025 Global Game Spending: U.S. Players Lead, APAC Growing Fast

According to recent analysis by Newzoo and Tebex, gaming spending patterns vary significantly across regions. APKGAME identified several interesting trends worth noting.

Globally, the Asia-Pacific (APAC) region remains the key battleground for game developers. In 2025, APAC gamers are expected to spend a total of $87.7 billion, accounting for 46% of the global market. China, Japan, and South Korea form the core of this region, benefiting from large player bases and high mobile gaming penetration. Even with a modest year-over-year (YoY) growth of 2.3%, APAC continues to dominate the global charts.

North America, while smaller in player population compared to APAC, remains the second-largest market at $52.7 billion, representing 28% of global spending. With a YoY growth of 4.2%, North America leads among mature markets. The steady output of AAA titles combined with subscription services like Xbox Game Pass and PlayStation Plus helps maintain strong revenue performance, keeping North America competitive with APAC.

Surprisingly, the Middle East & Africa and Latin America are emerging as fast-growing regions. Although their current market sizes are relatively small at $7.1 billion (4%) and $8.3 billion (4%) respectively, their YoY growth rates are 7.5% and 6.4%, ranking among the fastest globally. Rapid 4G/5G adoption in Africa, increasing penetration of entry-level smartphones in Latin America, and the rising popularity of mobile casual and MOBA Lite games are creating new opportunities for these “smaller” markets, offering a path for low-cost, high-growth gaming expansion.

North America vs. Europe: Gaming Market Growth and Spending Outlook 2023–2027

A recent report predicts differing growth patterns for North America and Europe between 2023 and 2027. In North America, the number of paying gamers is expected to rise slowly from 159.4 million in 2023 to 166.7 million in 2027, representing a modest 1.1% CAGR. This signals a near-saturation of the market, as console and PC penetration are already high, leaving limited room for new users. For developers and publishers, future growth will rely heavily on existing user monetization, through strategies like increasing ARPU and segmenting audiences for targeted engagement.

Europe, by contrast, shows a more promising user growth curve. Paying users are projected to climb from 245.8 million in 2023 to 277.9 million in 2027, with a 3.1% CAGR, nearly three times that of North America. At first glance, this positions Europe as a hotbed for market expansion. However, looking at average annual spending per gamer, the picture changes. Across Europe, the expected per-user spend is only $12.54, with Western Europe reaching $170, while Eastern Europe lags at $51.60.

By comparison, North American gamers remain the true spending powerhouses. By 2025, the average paying player in the U.S. is expected to spend $324.90 per year, topping the global charts. In short, Europe is seeing rapid user growth, but monetization remains limited. North America may be approaching market saturation, but players there are willing to invest significantly more in games.

China Gaming Market: Player Spending Trends in 2024

According to the latest report from the China Game Industry Committee, the number of Chinese gamers reached 674 million by 2024. With the total Chinese gaming market valued at approximately $466 billion USD in the same year, the average annual spending per gamer comes out to roughly $69 USD.

This relatively modest figure is partly due to the prevalence of free-to-play game models and lower overall payment rates among players. In reality, paying gamers in China often spend more than the average, indicating that monetization potential is concentrated among a smaller segment of highly engaged users.

The data highlights the ongoing trend of freemium gaming in China, where user acquisition is prioritized, and monetization strategies focus on in-game purchases, subscriptions, and premium content for dedicated players.

Japan Gaming Market: Player Spending in 2024

Japan remains one of the world’s leading gaming markets. In 2024, the domestic gaming industry generated approximately ¥2.396 trillion JPY (around $17.4 billion USD), with a total of 54.75 million players. This translates to an average annual spending of about $310 USD per gamer, second only to the United States.

The data reflects Japan’s strong gaming culture and the willingness of players to invest in high-quality games, including console, PC, and mobile titles. With a balanced mix of premium games, mobile freemium titles, and subscription services, Japan continues to be a high-value market for both domestic and international game developers.

Top Gaming Genres Worldwide in 2025

Looking at global trends, the five most popular game genres in 2025 are: Role-Playing Games (RPGs), Shooters, Strategy, Battle Royale, and Puzzle games.

In North America, shooter games dominate, reflecting the region’s long-standing “guns, cars, and sports” gaming culture. Meanwhile, in Europe, sports games hold the top spot, fueled by the enduring popularity of franchises like FIFA, F1, and Football Manager, as well as the continent’s deep-rooted passion for football and racing.

Interestingly, there’s a notable difference between the two regions. Despite the U.S. being a hub for major sports like NFL, NBA, and MLB, sports games fail to crack the top five in North America. This raises questions about player preferences: are North American gamers drawn more to RPGs, shooters, and other intensive genres, or do sports titles struggle to compete in terms of monetization and gameplay innovation? Either way, it highlights the regional variations in gaming trends and consumer behavior.