North American players spend an average of $325 on gaming annually, accounting for 28% of global market spending, a new report has found.
Published on August 12, 2025, the report by Newzoo and Tebex analyzed player behavior and payment trends in the West.
According to the findings, the West games market is seeing slowing “payer growth,” with a 1.1% compound annual growth rate (CAGR) in North America and 3.1% CAGR in Europe between 2023 and 2027. As such, Newzoo and Tebex recommend studios “shift from acquiring new players to maximizing value from existing ones.”
The report found that the global market size is $189 billion (up 3.4% year-on-year), with North America accounting for 28% ($52.7 billion) of that total, and Europe making up 18% ($33.1 billion).
While North America and Europe house only 20% of players (3.54 billion), the regions, together, account for 46% of global spending.
Elsewhere, the report found that North America leads in annual spend per player, with gamers spending an average of $325 each year.
European players spend almost three times less, with an average of $125. Cumulatively, Western gamers ($170) spend more than three times what Eastern gamers ($51.60) do on average.
The motivations behind player spending in these regions also differ. 34% of North American players spend money to unlock exclusive content, while 29% do so on personalisation/character customization.
In Europe, 28% of players prioritise deals and offers, with 21% valuing ad-free experiences. The report suggests that “discounted bundles and subscription models can increase conversion in this region.”
The report also found that there’s diversity in player spending patterns between regions. In North America, 27% of players invest in content packs, power-ups, and in-game currencies, 24% buy subscriptions, and 23% purchase battle passes.
European gamers, on the other hand, spend the most on in-game currencies and content packs (21% each), 20% on subscriptions, and 18% on gear and time-saving features.
The research also reveals that Microtransactions drive 49% of PC and 52% of console revenue in North America, with shooters the favored genre. In Europe, they drive 42% of PC and 51% of console revenue, with sport the top genre. Mobile, however, is “near 100% in-game revenue.”
The report goes on to recommend that companies can “significantly increase” average transaction value (ATV) in Western markets by offering alternative payment methods, such as Buy Now Pay Later and cryptocurrency, “without sacrificing transaction volume.”
“Today’s players want to know what they’re paying for – and why,” says Liam Wiltshore. Tebex’s head of payments and compliance. “How you monetize matters more than ever.”
