Türkiye Game Market Report 2025

TÜ RK İY E
G A M E M ARK ET
20 25 R EP O RTWWW.G AM IN GIN TU RKEY.C O M   GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY

Tab le o f C on te n ts
3 Ta b le o f C on te n ts
O ur S p on so rs
O ur M ed ia P art n ers
F o re w ord – 2 0 25’s M ark o n G am in g
O ve rv ie w o f T ü rk iy e in 2 0 25
E stim ate d M ed ia a n d A dve rt is in g I n ve stm en ts in T ü rk iy e
B ra n d s in t h e G am in g W orld
M ost U se d S o cia l M ed ia P la tfo rm s in T ü rk iy e
M ain R easo n s f o r S o cia l M ed ia U sa g e in T ü rk iy e
T yp es o f S o cia l M ed ia A cco u n ts F o llo w ed in T ü rk iy e
M ain R easo n s f o r I n te rn et U sa g e in T ü rk iy e
K ey H ig h lig h ts o n I n te rn et U sa g e in T ü rk iy e
P re fe rre d B ra n d s in T ü rk iy e 2 0 25 – M ob il e P hon e
P re fe rre d B ra n d s in T ü rk iy e 2 0 25 – G am in g P C ’s
P re fe rre d B ra n d s in T ü rk iy e 2 0 25 – G am in g E q uip m en t
P re fe rre d B ra n d s in T ü rk iy e 2 0 25 – G am in g C hair s
P re fe rre d B ra n d s in T ü rk iy e 2 0 25
C rit e ria I n flu en cin g P urc h ase D ecis io n s in T ü rk iy e
T u rk is h M ob il e G am er H ab it s
A nd ro id E co sy ste m in T ü rk iy e – G am es
A nd ro id E co sy ste m in T ü rk iy e – A pps
W hy is L o ca liz a tio n E sse n tia l f o r T u rk is h G am ers ? GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY 3 – 7
8
9 – 1 0
11 – 1 4
15 – 1 6
18 – 2 0
21 – 2 3
24 – 2 7
28
29
30
31 – 3 2
33 – 3 4
35 – 3 6
37 – 3 8
39
4 0
41
42 – 4 7
48
49
50 – 5 3

Tab le o f C on te n ts
4Music is a n I n d is p en sa b le P art o f G am in g
C hara cte ris tic s o f T u rk is h G am ers
B eve ra g es C on su m ed b y T u rk is h G am ers W hil e P la yin g G am es
N utrit io n H ab it s o f T u rk is h G am ers
N utrit io n H ab it s o f T u rk is h G am ers E sp ort s P la ye rs
G am in g M ark e t in T ü rk iy e
T h e M ost R em ark a b le D eve lo p m en ts in T u rk e y’s G am in g M ark e t in 2 0 25
In ve stm en ts in t h e G am in g I n d ustry
T u rk is h E sp ort s F e d era tio n ( T E SFE D )
Boğ aziç i V en tu re s S p ecia l S ectio n
K O CCA S p ecia l S ectio n
P U BG M ob il e S p ecia l S ectio n
Jo yg am e S p ecia l S ectio n
Jo yg am e S ele ct S p ecia l S ectio n
Fro m L o ca l t o G lo b al: A B 2B G am es G ath erin g
In d ie G am e D eve lo p m en t in T ü rk iy e
W hat D oes t h e F u tu re H old f o r E sp ort s ?
T h e R ole o f G am if ic a tio n in O ur L iv e s
W il l A rt if ic ia l I n te llig en ce ( A I) S h ap e t h e F u tu re o f t h e G am in g I n d ustry ?
T h e C urre n t S ta te o f t h e C osp la y I n d ustry
C hara cte r O w ners h ip a n d S eco n d -H an d S ale s in D ig it a l G am es
W hat W il l B eco m e o f T h is C hil d ? GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY 54 – 5 5
56 – 6 0
61
62
63
64 – 6 6
67 – 7 1
72 – 7 7
78 – 8 5
86 – 8 9
90 – 9 4
95 – 9 7
98 – 9 9
10 0 – 1 0 1
10 2 – 1 0 4
10 5 – 1 0 8
10 9 – 1 10
111 – 1 2 1
12 2 – 1 2 9
13 0
13 1 – 1 3 2
13 3 – 1 3 8

Tab le o f C on te n ts
5GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY Th e S ta te o f S erio u s G am es in T ü rk iy e
T ü rk iy e ’s P op ula tio n
In te rn et U se rs in T ü rk iy e
S o cia l M ed ia U se rs in T ü rk iy e
M ob il e U se rs in T ü rk iy e
N um ber o f G am ers a n d R eve n ue in T ü rk iy e
D is trib utio n o f G am ers b y P la tfo rm s in T ü rk iy e
G am ers b y A ge in T ü rk iy e
G am ers b y G en d er in T ü rk iy e
G am ers b y I n co m e in T ü rk iy e
T o p 1 5 M ob il e G am es – F re e C ate g ory ( D ow nlo ad s)
T o p 1 5 M ob il e G am es – F re e C ate g ory ( R eve n ue)
M ost D ow nlo ad ed M ob il e A pplic a tio n s in T ü rk iy e
M ost S p en t-O n M ob il e A pplic a tio n s in T ü rk iy e
G lo b al S u cce ss O f T u rk is h G am e C om pan ie s B y D ow nlo ad s
G lo b al S u cce ss O f T u rk is h G am e C om pan ie s B y R eve n ue
P op ula r P C G am es
P op ula r C on so le G am es
M ost P re fe rre d P C a n d C on so le G am e G en re s
P op ula r G am in g C om pan ie s in T ü rk iy e ( G lo b al a n d L o ca l)
L o ca l G am e C om pan ie s a n d D eve lo p ers in T ü rk iy e
P op ula r K ic k S tre am ers in T ü rk iy e 13 9 – 1 4 4
14 6
14 7 – 1 4 8
14 9
15 0
15 1
15 2
15 3
15 4
15 5
15 6
15 7
15 8
15 9
16 0
16 1
16 2 – 1 6 4
16 5 – 1 6 6
16 7
16 8 – 1 7 2
17 3 – 1 7 5
17 6

Tab le o f C on te n ts
6GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY Pop ula r T w it c h T V S tre am ers in T ü rk iy e
P op ula r G am in g Y ou tu b e C han nels in T ü rk iy e
P op ula r I n sta g ra m I n flu en ce rs in T ü rk iy e
A ctiv e P aym en t I n stit u tio n s
A ctiv e E le ctro n ic M on ey I n stit u tio n s
A sso cia tio n s in T ü rk iy e
G am e E xh ib it io n s in T ü rk iy e ( B 2C )
G G C on ve n tio n V 1.0
G IS T 2 0 26
O n/O ff E ve n ts O rg an iz e d in T ü rk iy e ( G am in g, E sp ort s , E xp o, B 2B , B 2C )
G am e D esig n B ach elo r’s M aste r’s D eg re e P ro g ra m s
Gam in g E n tre p re n eu rs h ip C en te rs
G am e D eve lo p er C om mun it ie s in T ü rk iy e
S tra te g ic R eso u rc e L ib ra ry f o r T ü rk iy e ’s G am in g E co sy ste m
P ro fe ssio n s in G am in g I n d ustry
In te rn et C afe s in T ü rk iy e
G am in g a n d E sp ort s M ed ia C han nels in T ü rk iy e
D ig it a l C od es S ale s C han nels P re fe rre d B y G am ers in T ü rk iy e
T o p O nlin e G am in g P la tfo rm s in T ü rk iy e
G am in g M ag azin es in T ü rk iy e
T u rk is h E sp ort s T e am s T h at H ave A ch ie ve d S u cce ss in G lo b al T o u rn am en ts
N um ber o f L ic e n se d E sp ort s P la ye rs in T ü rk iy e ( T E SFE D ) 17 7 – 1 7 8
17 9 – 1 8 0
18 1
18 2
18 3 – 1 8 5
18 6
18 7
18 8 – 1 9 0
19 1 – 1 9 2
19 3 – 2 12
2 13 – 2 16
2 17 – 2 18
2 19 – 2 21
222 – 2 33
2 34 – 2 39
2 4 0
24 1
24 2
24 3
24 4
24 6 – 2 53
2 54

Tab le o f C on te n ts
7GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY Esp ort s T e am s W it h T h e M ost F o llo w ers o n S o cia l M ed ia
B ra n d I n ve stin g in E sp ort s a n d G am in g in T ü rk iy e
E sp ort s G am es P la ye d in T ü rk iy e
E xp ert O pin io n s
20 25 G lo b al O ve rv ie w
G am in g M ed ia E xp ert O pin io n s
O ur S p on so rs
O ur M ed ia P art n ers
R efe re n ce s
In fo rm atio n N ote 255 – 2 58
2 59 – 2 6 2
26 3
26 4 – 2 75
2 76 – 2 8 0
28 1 – 3 0 7
30 8 – 3 2 6
32 7 – 3 5 9
36 0 – 3 6 3
36 4

Le g en d ary S p on so rs T h an k Y ou
8GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY We e xte n d o u r d eep est g ra tit u d e t o a ll o u r v a lu ed s u p port e rs w ho h ave c o n trib ute d t o t h e 2 0 25 e d it io n o f
th e Tü rk iy e G am in g In d ustry R ep ort , w hic h w e h ave m etic u lo u sly p re p are d fo r th e p ast te n ye ars b y
an aly z in g d ata fr o m n um ero u s s o u rc e s. T h an ks t o t h eir in va lu ab le c o n trib utio n s, t h is r e p ort h as b eco m e a n
e ve n m ore c o m pre h en siv e a n d p ow erfu l r e so u rc e f o r t h e in d ustry .
(O ur s p on so r l o g os a re l is te d a lp ha betic a lly a nd c a te g oriz e d a cco rd in g t o t h eir s p on so rs h ip t ie r.)

Th an k Y ou Med ia P art n ers 9 GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY We w ou ld lik e to e xte n d o u r d eep est th an ks to o u r v a lu ed m ed ia s p on so rs , w ho c o n trib ute d to b oth th e
re ach a n d t h e c o n te n t o f t h e T ü rk iy e G am e M ark e t 2 0 25 R ep ort .
(O ur m ed ia s p on so rs a re l is te d i n a lp ha betic a l o rd er.)

Med ia P art n ers T h an k Y ou
10 GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY We w ou ld lik e to e xte n d o u r d eep est th an ks to o u r v a lu ed m ed ia s p on so rs , w ho c o n trib ute d to b oth th e
re ach a n d t h e c o n te n t o f t h e T ü rk iy e G am e M ark e t 2 0 25 R ep ort .
(O ur m ed ia s p on so rs a re l is te d i n a lp ha betic a l o rd er.)

IN TR O DUCTIO N AN D
O VER V IE W

20 25’s M ark o n G am in g
12 As w e d o e ve ry y e ar, w e r e tu rn w it h o u r r e p ort t h at t a ke s t h e p uls e o f T ü rk iy e ’s g am in g in d ustry a n d h elp s
gu id e th e s tra te g ie s s h ap in g o u r p ath . F o r u s, th is is n o lo n ger ju st a n “a n n ual ro u tin e”; it ’s a liv in g g u id e,
d ocu m en tin g th e in d ustry ’s tra n sfo rm atio n , su p port in g sta ke h old ers , an d p re se n tin g Tü rk iy e ’s gam in g
eco sy ste m t o t h e w orld in it s c le are st f o rm .
Th is y e ar is a ls o s p ecia l a s t h e G am in g in T ü rk iy e | M EN A | E U fa m il y p ro u d ly c e le b ra te s it s 1 0 th a n niv e rs a ry ,
a n id eal m om en t t o r e fle ct o n h ow t h e in d ustry h as g ro w n a n d m atu re d , b oth g lo b ally a n d l o ca lly .
T h e s to ry o f t h e g lo b al g am es m ark e t in 2 0 25 c a n b e s u m med u p in o n e s e n te n ce : t h e e ra o f u n co n tro lle d
e xp an sio n is o ve r; w e a re n ow in t h e e ra o f d ep th a n d m aste ry . G ro w th is in cre asin gly d efin ed n ot b y n ew
p la ye r a cq uis it io n , b ut b y r e te n tio n , h ow d ee p ly p la ye rs s ta y c o n necte d , h ow l o n g t h ey e n gag e, a n d h ow w ell
c o m mun it ie s a re m an ag ed . N ew zo o’s 2 0 25 o u tlo ok p oin ts to a g lo b al p la ye r b ase o f 3 .6 b illio n a n d to ta l
re ve n ues a ro u n d $18 8.8 b illio n , r e in fo rc in g a k e y r e alit y : t h ere a re n o a u to m atic w in n ers a n ym ore . T h e g am e
to d ay is a b ou t c a p tu rin g s h are , r e ta in in g p la ye rs , a n d b uil d in g t ru e l o ya lt y .
T h is sh if t is a lr e ad y vis ib le in th e m ark e t. P C is g ain in g stro n g m om en tu m , w hil e o n c o n so le s, n ew
h ard w are c yc le s a n d e sta b lis h ed m eg a-IP s tre n gth a re m ore in flu en tia l t h an e ve r. In 2 0 25, s u cce ss b elo n gs
le ss to th ose w ho s im ply re le ase m ore g am es, a n d m ore to th ose w ho d ee p en th e w orld s p la ye rs a lr e ad y
va lu e— pow ere d b y s tro n g l iv e -s e rv ic e e xe cu tio n , s m art c o m mun it y m an ag em en t, a n d c re ato r-d riv e n g ro w th . OZA N A YD EM İR MAN AGIN G P A RTN ER GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY

20 25’s M ark o n G am in g
13 On th e T ü rk iy e sid e, w e c o n tin ue, a s a lw ays, to n avig ate tw o p ara lle l re alit ie s. O n o n e h an d , o u r d ig it a l
in fr a stru ctu re a n d u se r b eh avio rs a re e vo lv in g ra p id ly . O n th e o th er h an d , w e a re o p era tin g in a p erio d o f
to u gh er g lo b al co m petit io n , h ig h er co sts , a n d ris in g co n su m er se n sit iv it y . TÜ İK ’s 2 0 25 fig u re s, sh ow in g
in te rn et u sa g e re ach in g 9 0 .9 % a n d e -c o m merc e a d op tio n ris in g to 5 5.7 % , te ll u s so m eth in g im port a n t.
R each in g p la ye rs h as n eve r b een m ore te ch nic a lly p ossib le , y e t t h e b attle fo r th eir tim e a n d s p en d in g
prio rit ie s h as n eve r b een m ore in te n se .
In fr a stru ctu re is a k e y p art o f th is e q uatio n . B TK d ata p oin ts to g ro w th in fib er a cce ss a n d b ro ad ban d
p en etra tio n , w hic h d ir e ctly sh ap e th e q ualit y o f th e g am in g e xp erie n ce th ro u gh c rit ic a l fa cto rs su ch a s
la te n cy a n d c o n nectio n s ta b il it y . G am in g is n o lo n ger ju st c o n te n t. It is a n e xp erie n ce p ack a g e d eliv e re d
th ro u gh a cce ss, s e rv ic e , a n d c o m mun it y .
O n t h e e n tre p re n eu rs h ip a n d in ve stm en t fr o n t, t h e c lim ate is m ore s e le ctiv e a n d , fo r la ck o f a b ette r w ord ,
m ore in te llig en t. A s th e G am in g S n ap sh ot re p ort , b ase d o n S ta rt u p s.w atc h d ata , in d ic a te s, in ve stm en t
ro u n d s in 2 0 25 h ave b een m ore c a u tio u s th an in p re vio u s ye ars . H ow eve r, m ajo r e xit s a n d se co n d ary
m ove m en ts c o n tin ue t o k e ep T ü rk iy e ’s p ote n tia l in t h e h ead lin es. In ste ad o f e xp an d in g p ure ly in n um bers ,
th e e co sy ste m is m atu rin g t h ro u gh a m uch t o u gh er q ualit y f il t e r. O ur c o re in te n tio n in p re p arin g t h is r e p ort
h as re m ain ed u n ch an ged fo r t h e p ast 10 y e ars . W e a im t o p re se n t d ata n ot a s a p il e o f n um bers , b ut a s a
d ecis io n -r e ad y n arra tiv e t h at h elp s y o u m ove w it h c o n fid en ce . T h is y e ar, o n ce a g ain , w e’v e b ro u gh t t o g eth er
e ve ry k e y la ye r, fr o m u se r b eh avio rs t o in ve stm en t d yn am ic s, fr o m in fr a stru ctu re t o e m erg in g o p port u n it ie s,
th ro u gh a p ers p ectiv e d esig n ed t o b e a s c le ar a n d a ctio n ab le a s p ossib le . GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY OZA N A YD EM İR MAN AGIN G P A RTN ER

20 25’s M ark o n G am in g
14 Fin ally , w e s h o u ld not f o rg et t h is : t h is in d ustry g ro w s n ot o n ly t h ro u gh t h ose w ho c re ate g am es, b ut t h ro u gh
th e s h are d e ffo rt o f p ub lis h ers , in ve sto rs , b ra n d s, c o n te n t c re ato rs , a n d t h e c o m mun it y le ad ers w ho a re t ru ly
c o m mit te d t o t h is w orld .
O n b eh alf o f m yse lf a n d m y t e am , I w ou ld lik e t o s in ce re ly t h an k e ve ry o n e w ho h as c o n trib ute d t o T ü rk iy e ’s
g am in g e co sy ste m , n o m atte r h ow sm all th at c o n trib utio n m ay b e. I h op e th is re p ort h elp s sp ark n ew
co lla b ora tio n s, s h arp er s tra te g ie s, a n d e ve n b old er c re atio n s t h an e ve r b efo re .
E n jo y t h e r e ad .
O za n A yd em ir GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY OZA N A YD EM İR MAN AGIN G P A RTN ER

Ove rv ie w o f T ü rk iy e i n 2 0 25
15GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY 49.9 8 % 50 .0 2% So u rc e : T u rk is h S ta tis tic a l I n stit u te ( T Ü İK ), A dd re ss-B ase d P op ula tio n R eg is tra tio n S yste m R esu lt s , 2 0 25 In 20 25 , T ü rk iy e ’s p op ula tio n in cre ase d c o m pare d t o t h e p re vio u s y e ar. T h e r e sid en t p op ula tio n in T ü rk iy e , a s
o f 3 1 D ece m ber 2 0 25, in cre ase d b y 4 27 t h ou sa n d 2 24 p eo p le c o m pare d t o la st y e ar, r e ach in g 8 6 m illio n 9 2
th ou sa n d 1 6 8 .
W hil e t h e a n nual p op ula tio n g ro w th r a te w as 3 .4 p er t h ou sa n d in 2 0 24, it b eca m e 5 p er t h ou sa n d in 2 0 25.
Th e m ale p op ula tio n b eca m e 4 3 m illio n 5 9 t h ou sa n d 4 34 , w hil e t h e f e m ale p op ula tio n b eca m e 4 3 m illio n
32 t h ou sa n d 7 34 . I n o th er w ord s, 5 0 .0 2% o f t h e t o ta l p op ula tio n w as m ale a n d 4 9 .9 8 % w as f e m ale .
Is ta n b ul’s p op ula tio n in cre ase d b y 5 2 t h ou sa n d 4 51 c o m pare d t o t h e p re vio u s y e ar a n d b eca m e 1 5 m il lio n
75 4 t h ou sa n d 5 3. Is ta n b ul, w here 1 8 .3 % o f T ü rk iy e ’s p op ula tio n r e sid es, w as f o llo w ed b y A nka ra w it h 5 m il l io n
910 t h ou sa n d 3 2 0 p eo p le , Iz m ir w it h 4 m il lio n 5 0 4 t h ou sa n d 1 8 5, B urs a w it h 3 m il lio n 2 6 3 t h ou sa n d 1 1, a n d
A nta ly a w it h 2 m il lio n 7 77 t h ou sa n d 6 77.

20 25 T ü rk iy e
(+ /- )(+ /- )16GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY TO TA L P O PU LA TIO N
8 6.0 92.1 6 8 FE M ALE P O PU LA TIO N
4 3.0 32 .7 34 MALE P O PU LA TIO N
4 3.0 59 .4 34 SO CIA L M ED IA U SE R S
6 5 .0 00.0 00 IN TE R N ET U SE R S
7 7.0 00.0 00 PO PU LA TIO N R A TIO
1 6 – 7 4 A G E | 9 0 .9 %
B Y G EN D ER
M ALE | 9 3.6 % F E M ALE | 8 8.2 %

GEN ER A L A N D
SE C TO RA L
IN FO RM ATIO N

Chan nel M ark et S h are 2 0 24
E stim ate d M ed ia a n d A dve rt is in g
In v estm en ts i n T ü rk iy e
18Acco rd in g to th e 2 0 24 ye ar-e n d re p ort b y A dve rt is in g A sso cia tio n a n d D elo it te D ig it a l , to ta l m ed ia
in ve stm en ts in T ü rk iy e r o se t o T R Y 2 13 .0 b il l io n , a n d t o ta l m ed ia p lu s a d ve rt is in g in ve stm en ts r e ach ed T R Y
253.6 b il lio n , r e p re se n tin g 7 8 .9 % n om in al g ro w th y e ar o ve r y e ar. GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY 18 ,3 % 0,8 % 5,1 % 1,6 % 0,1 % Te le vis io n Pre ss Outd oor Rad io Cin em a Dig it a l 74 ,2 % Dig it a l h as re ach ed a d om in an t p osit io n
in T ü rk iy e ’s m ed ia m ark e t, a cco u n tin g f o r
74 .2 % of to ta l sp en d . Pla n nin g is no
lo n ger ce n te re d on ly on re ach , but
in cre asin gly on effic ie n cy, pre cis e
m easu re m en t, an d perfo rm an ce -d riv e n
o u tc o m es.
In p art ic u la r, v id eo c o n te n t th at d ir e ctly
e n gag es w it h th e gam in g eco sy ste m ,
alo n g wit h pro g ra m matic buyin g
m od els , s ta n d s o u t a s a to p p rio rit y a re a
w here b ra n d s are se ekin g th e h ig h est
e ffic ie n cy in t h eir 2 0 25–2 0 26 s tra te g ie s. Sin ce th e o ffic ia l re p ort o n to ta l m ed ia in ve stm en ts
fo r 2 0 25 h a s n ot y e t b een p ub lis h ed , th is s e ctio n is
b ase d on th e fin a liz e d 20 24 ye a r-e n d fig ure s
re le a se d in A pril 2 0 25. T h e 2 0 25–2 0 26 a ss e ssm en ts
a re th ere fo re fr a m ed aro u n d bro a der in d ustry
t re n d s. To ta l M ed ia I n ve stm en ts b y C ha nnel S h a re ( 2 0 24 ) So u rc e : A dve rt is e rs ’ A sso cia tio n a n d D elo it te D ig it a l, 2 0 24 M ed ia a n d A dve rt is in g I n ve stm en ts R ep ort ( A pril 2 0 25)
S o u rc e : M ark e tin g T ü rk iy e , N il g ü n B urc u Ö zd em ir , P re sid en t o f t h e A dve rt is e rs ’ A sso cia tio n 20 24 Y ear-E n d F in al F ig u re s ( A pril 2 0 25)

Estim ate d M ed ia a n d A dve rt is in g
In v estm en ts i n T ü rk iy e
Dig it a l B re ak d ow n Perc e n t 19GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY As o f y e ar-e n d 2 0 24, d ig it a l m ed ia in ve stm en ts in T ü rk iy e r e ach ed T R Y 1 5 8 .0 3 b il lio n , a cc o u n tin g f o r 7 4 .2 % o f
to ta l m ed ia in ve stm en ts . 35 % 30 % 19 % 7,5 % 4,3 % 4% Vid eo Im pre ssio n s / C lic k s Searc h E n g in e Adve rt o ria l In flu en ce r Oth er E-M ail in g Con necte d T V In -G am e S p on so rs h ip Dig it a l A ud io So u rc e : A dve rt is e rs ’ A sso cia tio n a n d D elo it te D ig it a l, 2 0 24 M ed ia a n d A dve rt is in g I n ve stm en ts R ep ort ( A pril 2 0 25)
S o u rc e : M ark e tin g T ü rk iy e , N il g ü n B urc u Ö zd em ir , P re sid en t o f t h e A dve rt is e rs ’ A sso cia tio n 20 24 Y ear-E n d F in al F ig u re s ( A pril 2 0 25)

Estim ate d M ed ia a n d A dve rt is in g
In v estm en ts i n T ü rk iy e
Pla tfo rmM ob ile ( B illio n T L)P C ( B illio n T L)20GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY When d ig it a l m ed ia in ve stm en ts in 2 0 24 a re a n aly z e d b y p la tfo rm , 7 9 .4 % o f t o ta l d ig it a l a d ve rt is in g s p en d is
s e en t o h ave o ccu rre d o n m ob il e d evic e s, w hil e 2 0 .6 % t o ok p la ce o n P C . O n m ob il e , t h e la rg est in ve stm en t
ca te g ory w as V id eo a t T R Y 4 4.0 0 b il lio n , fo llo w ed b y im pre ssio n a n d c lic k -b ase d a d ve rt is in g a t T R Y 3 8 .1 3
b il lio n . O n P C , t h e b ig gest s h are o f s p en d w en t t o im pre ssio n a n d c lic k -b ase d a d ve rt is in g, t o ta lin g T R Y 11.5 0
b il lio n . V id eo a t T R Y 9 .8 5 b il lio n a n d S earc h E n gin e a d ve rt is in g a t T R Y 5 .5 7 b il lio n w ere th e o th er k e y
ca te g orie s o n P C . S in ce t h e s ta te d f ig u re s a re b ase d o n w eig h te d a ve ra g es d eriv e d f r o m m ob il e a n d P C s u b –
bre akd ow ns s h are d b y s ta ke h old ers b y c h an nel, t h e p la tfo rm s p lit m ay n ot m atc h t h e s a m e r a tio s f o r e ve ry
fo rm at o n e-t o -o n e. Vid eo Im pre ssio n s / C lic k s Searc h E n g in e Adve rt o ria l In flu en ce r Oth er 44,0 0 38 ,1 3 24 ,1 1 9,2 5 5,9 1 4,8 2 9,8 5 11,5 0 5,5 7 1,9 3 2,6 0 0,3 6 So u rc e : A dve rt is e rs ’ A sso cia tio n a n d D elo it te D ig it a l, 2 0 24 M ed ia a n d A dve rt is in g I n ve stm en ts R ep ort ( A pril 2 0 25)
S o u rc e : M ark e tin g T ü rk iy e , N il g ü n B urc u Ö zd em ir , P re sid en t o f t h e A dve rt is e rs ’ A sso cia tio n 20 24 Y ear-E n d F in al F ig u re s ( A pril 2 0 25)

Bra n d s i n t h e G am in g W orld
21In t h is e ra w here d ig it a liz a tio n is n ot m ere ly a cce le ra tin g b ut h as b eco m e a n in se p ara b le p art o f e ve ry d ay
lif e , t h e g am in g e co sy ste m h as e vo lv e d fa r b eyo n d b ein g ju st “a c h an nel w here a d s a re s h ow n” fo r b ra n d s.
F o r u s, g am in g is n ow a m assiv e c u lt u ra l s p ace w here c o m mun it ie s a re b uil t , id en tit ie s a re e xp re sse d , u se r-
g en era te d c o n te n t s it s a t th e c e n te r, a n d m ost im port a n tly , p urc h asin g d ecis io n s a re s h ap ed . In s h ort , fo r
b ra n d s, g am in g is th e e p ic e n te r w here o n e-w ay c o m mun ic a tio n e n d s a n d p art ic ip atio n , e xp erie n ce , a n d
au th en tic c o n nectio n b eg in . T o d ay, p la ye rs d o n ot s im ply p la y a g am e. T h ey e n gag e w it h it a s a lif e sty le .
Th ey w atc h , s h are , d is c u ss, c re ate c o n te n t, a n d m ost im port a n tly , s o cia liz e w it h in th at w orld . T h is is w hat
m ake s g am in g o n e o f t h e h ig h est-a tte n tio n a n d h ig h est-e n gag em en t e n vir o n m en ts a va il a b le .
G lo b ally , th e n um ber o f p la ye rs re ach ed 3 .6 b il lio n in 2 0 25, a n d th e m ark e t s iz e c lim bed to $ 18 8.8 b il lio n .
Th e m ost c rit ic a l p oin t, h ow eve r, is th is , a s w e a ls o h ig hlig hte d a t th e b eg in nin g o f th is re p ort . A s th e
m ark e t m atu re s, g ro w th is in cre asin gly d riv e n n ot o n ly b y a cq uir in g n ew p la ye rs b ut b y r e te n tio n , c o n te n t
co n tin uit y , a n d d ep th o f e xp erie n ce . T h is is w here t h e r e al v a lu e l ie s f o r b ra n d s. G am in g is n ot a c h an nel t h at
b rie fly s h in es th ro u gh o n e-o ff c a m paig n s a n d th en fa d es. W hen d esig n ed th ou gh tfu lly , it b eco m es a 3 6 5-
d ay, a lw ays-o n to u ch p oin t. A s p la ye rs m ove flu id ly b etw ee n m ob il e , P C , a n d c o n so le th ro u gh ou t th e d ay,
th ey re m ain p art o f th e s a m e c o m mun it y . F o r b ra n d s, th is m ean s th e o p port u n it y to s c a le a s to ry a cro ss
m ult ip le s c re en s t h ro u gh a s in gle s m art p art n ers h ip . GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY So u rc e : G am in g in T ü rk iy e I M EN A I E U

Bra n d s i n t h e G am in g W orld
22 In -g am e in te g ra tio n s a re s til l e xtre m ely p ow erfu l, b ut t h ey a re n o lo n ger e n ou gh o n t h eir o w n t o s ta n d o u t.
P la ye rs n o lo n ger w an t a n a d fr o m a b ra n d . T h ey e xp ect t h e b ra n d t o a d d v a lu e t o t h eir e xp erie n ce . T h at
va lu e c a n t a ke m an y f o rm s, s u ch a s in -g am e s ta tu s it e m s lik e s k in s o r c o sm etic s, a m ean in gfu l c o n trib utio n
to t h e c o m mun it y , o r e ve n a r e w ard o r r e al- w orld e xp erie n ce t h at e xte n d s b eyo n d t h e g am e.
P la ye rs a re s e n d in g b ra n d s a v e ry c le ar m essa g e: “ D on ’t try to s e ll m e s o m eth in g . G iv e m e a u n iq ue
exp erie n ce .” W hen y o u b uil d a ro u n d t h is m in d se t, y o u c a n a ch ie ve s o m eth in g t ra d it io n al c h an nels s im ply
c a n not. N ot ju st v is ib il it y , b ut g en uin e lo ya lt y . F o r b ra n d s, th e c h alle n ge is n o lo n ger s im ply e n te rin g th e
gam in g w orld . It is a b ou t b eco m in g a la stin g p art o f it th ro u gh a v a lu e p ro p osit io n th at p la ye rs w an t to
k e ep , ta lk a b ou t w it h fr ie n d s, a n d tru ly o w n. In o th er w ord s, it is n ot e n ou gh to b e in sid e th e g am e. Y ou
n eed t o b eco m e p art o f t h e g am e.
In 2 0 25, g lo b al b ra n d s’ a p pro ach t o t h is e co sy ste m e vo lv e d fr o m a s im ple a d ve rt is in g m od el in to a fo rm o f
eco n om ic p art n ers h ip . IK EA p ush ed t h e b ou n d arie s o f d ig it a l c o m merc e b y e m plo yin g r e al p aid s ta ff f o r it s
R ob lo x s to re . M erc e d es-B en z e xp an d ed it s 2 0 25 d ig it a l c o ck p it te ch nolo g ie s, re d efin in g th e c a r a s b oth a
liv in g sp ace a n d a g am in g te rm in al. G ucc i, m ean w hil e , se t 2 0 25 sta n d ard s fo r p hyg it a l c o m merc e b y
alig n in g p hysic a l- w orld l u xu ry w it h d ig it a l id en tit ie s. GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY So u rc e : G am in g in T ü rk iy e I M EN A I E U

Bra n d s i n t h e G am in g W orld
Colla b ora tio n O pport u n it ie s f o r B ra n d s i n t h e G am in g W orld2 3 In -G am e I n te g ra tio n s Com mun it y a n d C on te n t Pro g ra m matic S ta tic a n d D yn am ic A d P la ce m en ts Alw ays-O n I n flu en ce r a n d S tre am er C olla b ora tio n s Pla ya b le A ds a n d I n te ra ctiv e P an els Com mun it y P la tfo rm D esig n ( m is sio n s, r e w ard s, r o le s, e tc .) Pro d uct P la ce m en t a n d B ra n d ed I t e m s Gam e-F ir s t C re ativ e C on te n t S erie s ( v id eo , s h ort -fo rm , f o rm ats ) Bra n d ed M is sio n s, M in i- E ve n ts , a n d S easo n s In te g ra te d S o cia l M ed ia a n d W eb sit e C han n els Custo m C osm etic s ( s k in s, e m ote s, s tic k e rs , a va ta rs ) Phyg it a l M ech an ic s ( Q R, l o ot, e n te r-t o -w in ) UGC W orld s a n d M ap s ( R ob lo x, F o rt n it e , e tc .) Com mun it y -D riv e n A ctiv a tio n s ( c a m pus, e ve n ts , m eetu p s) Esp ort s , B ro ad ca st, a n d M ajo r P art n ers h ip s Sale s-D riv e n Esp ort s L e ag u e a n d T o u rn am en t S p on so rs h ip s Pro m otio n al G am e C od e C am paig n s Esp ort s T e am a n d P la ye r S p on so rs h ip s Bun d le a n d S u rp ris e R ew ard M ech an ic s ( b un d le p lu s r a n d om r e w ard ) Bra n d -O w ned T o u rn am en ts a n d L iv e E ve n ts Cash b ack , R ew ard M od els , a n d S u b sc rip tio n s Majo r P art n ers h ip s: I P L ic e n sin g a n d T ra n sm ed ia P ro je cts Bra n d -O w ned L o ya lt y P ro g ra m s ( p oin ts , b ad ges, l e ve ls ) Bra n d ed G am es a n d E xp erie n ce s ( in clu d in g A R /V R ) Dir e ct-t o -P urc h ase R ed ir e cts ( w eb s h op , l a n d in g p ag es, Q R, e tc .) Jo in t E ve n t a n d E xp o P art ic ip atio n ( B 2B a n d B 2C ) Gam if ic a tio n A cro ss t h e B ra n d ’s O w n C han nels En d em ic E co sy ste m P art n ers h ip s ( g am in g v e rt ic a l b ra n d s) Cart a n d C heck o u t I n te g ra tio n s En d -t o -E n d E xp erie n ce D esig n ( 3 6 0 °) L o n g -t e rm , l a rg e-s c a le p ro je cts w here e ve ry t o u ch p oin t i s d esig ned t o r e in fo rc e t h e o th ers . GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY Rem em ber, w hat m atte rs is n ot w hic h c h an nel y o u a re in , b ut h ow n atu ra lly y o u e n te r t h e p la ye r’s w orld a n d
h ow m uch v a lu e y o u b rin g t o it . So u rc e : G am in g in T ü rk iy e I M EN A I E U

Most U se d S ocia l M ed ia
P la tfo rm s i n T ü rk iy e
7,1 24 6.6 %53.4 %24IN STA G RA MW HATS A PPFA CEB O OKYO UTU BETIK TO KX ( T W IT TE R ) T E LE G RA MFB M ESSE N GERP IN TE R EST TW IT C H T VK IC K LIN KED INT E A M S BIP R ED DITS N APC H ATD IS C O RD 32 H ou r 3 6 M in ute s 11 H ou r 5 4 M in ute s 23 H ou r 3 1 M in ute s 9 H ou r 4 5 M in ute s 26 H ou r 2 6 M in ute s 5 H ou r 4 M in ute s GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY So u rc e : M elt w ate r, D ig it a l 2 0 26 G lo b al O ve rv ie w R ep ort
S o u rc e : T Ü İK , H ou se h old I n fo rm atio n T e ch nolo g ie s ( IT ) U sa g e S u rv e y, 2 0 25
S o u rc e : R ep ub lic o f T ü rk iy e M in is try o f T ra n sp ort a n d I n fr a stru ctu re So cia l M ed ia L a n d sc a p e in T ü rk iy e ( 2 0 25): M ost U se d P la tfo rm s Ave ra g e m on th ly tim e sp en t b y use rs in Tü rk iy e on so cia l m ed ia
p la tfo rm s in 2 0 25. Ave ra g e M on th ly
U sa g e o f S o cia l
M ed ia P la tfo rm s Dem og ra p hic
D is trib utio n Most T im e S p en t App S to re a n d G oog le P l ay, S o cia l C ate g ory ( 2 0 25) Mon th ly f ig u re s r e fle ct t im e s p en t o n e ach p la tfo rm ; t h e b ox s iz e s in th e m ap a re b ase d o n a d if fe re n t m etric .

Most U se d S ocia l M ed ia
P la tfo rm s i n T ü rk iy e
25 GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY Acco rd in g to O cto b er 2 0 25 d ata , in te rn et u se rs in T ü rk iy e a ctiv e ly u se a n a ve ra g e o f 7 .1 2 so cia l m ed ia
p la tfo rm s p er m on th . T h is le ve l p la ce s T ü rk iy e 1 5 th g lo b all y , w hil e t h e t o p o f t h e r a n kin g is le d b y t h e U nit e d
A ra b E m ir a te s ( 8 .6 7), t h e P hil ip pin es ( 8 .3 9 ), a n d M ala ysia ( 8 .3 4 ). So u rc e : M elt w ate r, D ig it a l 2 0 26 G lo b al O ve rv ie w R ep ort

Most U se d S ocia l M ed ia
P la tfo rm s i n T ü rk iy e
26 GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY In T ü rk iy e , u se rs s p en d 9 h ou rs 5 7 m in ute s p er w eek o n s o cia l m ed ia a ctiv it ie s s u ch a s p osts a n d s to rie s. T h is
i s a b ove th e g lo b al a ve ra g e (7 :0 6), p osit io n in g T ü rk iy e a m on g c o u n trie s w here s o cia l m ed ia is c o n su m ed
re g u la r ly a n d in te n siv e ly r a th er t h an c h eck e d b rie fly .
Th is m etric d oes n ot i n clu d e t im e s p en t w atc h in g v id eo s. So u rc e : M elt w ate r, D ig it a l 2 0 26 G lo b al O ve rv ie w R ep ort Note : T h e d aily c h a rt s h ow s t o ta l
tim e s p en t o n s o cia l m ed ia , w hile
t h e w eekly ch a rt sh ow s so cia l
m ed ia b ro w sin g tim e exc lu d in g
vid eo . Th ere fo re , th e fig ure s a re
n ot d ir e ctly c o m para ble .

Most U se d S ocia l M ed ia
P la tfo rm s i n T ü rk iy e
27 GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY As a c o u n try , w e s p en d a s ig n if ic a n t a m ou n t o f t im e o n s o cia l m ed ia p la tfo rm s in o u r d ail y liv e s. O n a ve ra g e,
u se rs in T ü rk iy e s p en d 2 h ou rs 4 3 m in ute s p er d ay o n s o cia l m ed ia . ( In 2 0 24 , th is fig ure w as 2 h ou rs 3 7
m in ute s.) So u rc e : M elt w ate r, D ig it a l 2 0 26 G lo b al O ve rv ie w R ep ort Note : T h e d aily c h a rt s h ow s t o ta l
tim e s p en t o n s o cia l m ed ia , w hile
t h e w eekly ch a rt sh ow s so cia l
m ed ia b ro w sin g tim e exc lu d in g
vid eo . Th ere fo re , th e fig ure s a re
n ot d ir e ctly c o m para ble .

Main R easo n s f o r S ocia l M ed ia
U sa g e i n T ü rk iy e
28Main U sa g e Usa g e P erc e n ta g es Sta yin g in t o u ch w it h f r ie n d s a n d f a m il y 54 ,5 0 % Read in g n ew s a n d f o llo w in g c u rre n t a ffa ir s 50 ,7 0 % Fil lin g s p are t im e 47,2 0 % Fin d in g p ro d ucts t o b uy 33,1 0 % Fin d in g in sp ir a tio n f o r t h in gs t o d o o r p urc h ase 31,8 0 % Dis c o ve rin g c o n te n t ( e .g ., a rt ic le s, v id eo s) 31,7 0 % Watc h in g l iv e s tre am s 26 ,6 0 % Sh arin g o p in io n s a n d d is c u ssin g w it h o th ers 26 ,1 0 % Seein g c o n te n t f r o m b ra n d s y o u l ik e 25,7 0 % Netw ork in g o r r e se arc h in g f o r w ork 23,6 0 % Seein g w hat p eo p le a re t a lk in g a b ou t ( f o llo w in g t re n d s) 22,6 0 % Sh arin g u p d ate s f r o m y o u r l if e 22,5 0 % Watc h in g o r f o llo w in g s p ort s 22,5 0 % Meetin g n ew p eo p le 20 ,2 0 % Fo llo w in g c e le b rit ie s o r in flu en ce rs 19 ,0 0% GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY So u rc e : W e A re S o cia l – M elt w ate r D ig it a l 2 0 26 T u rk e y In T ü rk iy e , s o cia l m ed ia is u se d m ain ly f o r n ew s a n d s ta yin g in t o u ch w it h c lo se c ir c le s. It is a d ail y c h an nel f o r in fo rm atio n a n d c o n nectio n , a n d f o r
b ra n d s it n ow in flu en ce s b oth d is c o ve ry a n d p urc h ase d ecis io n s.

Typ es o f S ocia l M ed ia
A cco u n ts F o llo w ed i n T ü rk iy e
29GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY Acco u n t T yp es Usa g e P erc e n ta g es Frie n d s, f a m il y , o r p eo p le y o u k n ow 47,2 0 % Com pan ie s a n d b ra n d s y o u b uy f r o m 33,1 0 % Com pan ie s a n d b ra n d s y o u a re c o n sid erin g b uyin g f r o m 30 ,1 0 % TV s h ow s o r c h an nels 25,9 0 % Ath le te s a n d s p ort s t e am s 24,7 0 % En te rt a in m en t, m em e, o r p aro d y a cco u n ts 22,7 0 % Resta u ra n ts , c h efs , o r f o od c re ato rs 22,4 0 % Jo u rn alis ts o r n ew s o rg an iz a tio n s 22,3 0 % Acto rs , c o m ed ia n s, o r o th er p erfo rm ers 22,2 0 % Ban d s, s in gers , o r o th er m usic ia n s 20 ,1 0 % Polit ic ia n s, r o ya lt y , o r o th er p ub lic f ig u re s 18 ,1 0 % Com pan ie s r e la te d t o y o u r w ork 17 ,4 0 % Peo p le r e la te d t o y o u r w ork o r p ro fe ssio n al c o n nectio n s 17 ,4 0 % Beau ty e xp ert s 16 ,6 0 % Tra ve l w rit e rs a n d t ra ve l c o m pan ie s 16 ,3 0 % So u rc e : W e A re S o cia l – M elt w ate r D ig it a l 2 0 26 T u rk e y “P eo p le y o u k n ow ” ra n ks fir s t, b ut b ra n d s a re a ls o a m ajo r fo rc e o ve ra ll . P urc h ase b eh avio r is c le arly re fle cte d in s o cia l m ed ia fo llo w in g: v is ib il it y
le ad s t o t ru st, a n d t ru st d riv e s d ecis io n s.

IN FO R M ATIO NIN FO R M ATIO NBR A NDBR A ND NEW SNEW S GA M IN GGA M IN GCO M MUN IC A TIO NCO M MUN IC A TIO NV ID EOV ID EO
M ain R easo n s f o r I n te rn et U sa g e
in T ü rk iy e
30Main U sa g e Searc h in g f o r in fo rm atio n Lo okin g u p h ow t o d o s o m eth in g Fo llo w in g n ew s a n d c u rre n t d eve lo p m en ts Sta yin g in t o u ch w it h f r ie n d s a n d f a m il y Fin d in g n ew id eas o r in sp ir a tio n Rese arc h in g p ro d ucts a n d b ra n d s Watc h in g v id eo s, s e rie s, o r f il m s Lis te n in g t o m usic Passin g t im e a n d g en era l b ro w sin g Fo r e d uca tio n a n d l e arn in g Rese arc h in g p la ce s, h olid ays, a n d t ra ve l Man ag in g f in an ce s a n d s a vin gs Rese arc h in g h ealt h t o p ic s a n d h ealt h p ro d ucts Work -r e la te d r e se arc h Gam in g GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY So u rc e : W e A re S o cia l – M elt w ate r D ig it a l 2 0 26 T u r ke y

Key H ig h lig h ts o n I n te rn et
U sa g e i n T ü rk iy e
31In T ü rk iy e , t h e in te rn et is n ow t h e “ d efa u lt ” c h an nel: 9 0 .9 % o f p eo p le a g ed 1 6 –7 4 u se t h e in te rn et.
M ale : 9 3,6 % | F e m ale : 8 8,2 %
H om e in te rn et a cce ss is a lm ost s ta n d ard : 9 6.2 % o f h ou se h old s h ave in te rn et a cce ss..
H om e in te rn et a cce ss is n ow a lm ost s ta n d ard : 9 6.2 % o f h ou se h old s in T ü rk iy e h ave in te rn et a cce ss.
4 h ou rs 0 4 m in ute s o n m ob il e
3 h ou rs 0 9 m in ute s o n c o m pute r/la p to p
(S u m mary : m ob ile -fir s t, b ut P C s till a cco u n ts f o r a s ig nif ic a nt a m ou n t o f t im e.)
V id eo is n ow t h e p rim ary c o n te n t f o rm at: 9 6 .7 % o f in te rn et u se rs w atc h o n lin e v id eo w eekly .
S tre am in g is m ain stre am : 9 4.8 % u se T V , f il m , o r s e rie s p la tfo rm s e ve ry m on th .
Le a rn in g a n d s e lf – im pro ve m en t c o n te n t d ra w s s tro n g in te re st: 5 2 .8 % w atc h e d uca tio n al o r l e arn in g
vid eo s w eekly .
M usic is p art o f t h e d ail y f lo w : 4 8 .8 % u se m usic s tre am in g s e rv ic e s w eekly .
U til it y -d riv e n b eh avio r is c o m mon : 3 5 .5 % u se o n lin e t ra n sla tio n t o o ls w eekly .
In T ü rk iy e , t h e i n te rn et f lo w s t h ro u g h v id eo , s tre a m in g , a nd a m ob ile -fir s t d a ily r o u tin e. GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY So u rc e : W e A re S o cia l a n d M elt w ate r, D ig it a l 2 0 25 a n d D ig it a l 2 0 26 G lo b al O ve rv ie w r e p ort s
S o u rc e : T Ü İK , H ou se h old I n fo rm atio n T e ch nolo g ie s ( IT ) U sa g e S u rv e y

Key H ig h lig h ts o n I n te rn et
U sa g e i n T ü rk iy e
32GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY So cia l m ed ia is n ow a “ p ro d uct r e se a rc h e n gin e”: 7 6 .3 % o f in te rn et u se rs in T ü rk iy e r e se arc h b ra n d s a n d
p ro d ucts v ia s o cia l p la tfo rm s.
In flu e n ce r im pact e xis ts , b ut a u d ie n ce s a re s e le ctiv e : 1 6 .5 % w atc h v lo g s o r in flu en ce r v id eo s w e ekly . N ot
eve ry o n e w atc h es, b ut t h ose w ho d o a re m ore f o cu se d .
(New s s till f lo w s t h ro u g h t h e i n te rn et: 4 3.4 % u se d ig it a l n ew s s e rv ic e s m on th ly .)
E -c o m merc e is a h ab it : 6 2.5 % s h op o n lin e w eekly .
O nlin e g ro ce ry is r is in g: 4 0 .1 % d o o n lin e g ro ce ry s h op pin g w ee kly .
3 4 .9 % o f i nt e rn et u se rs o w n a s m art w atc h .
35 .3 % u se V P N s e rv ic e s m on th ly .
2 3.7 % o w n c ry p to cu rre n cy.
P od ca sts r e m ain n ic h e b ut l o ya l: 1 7 % l is te n t o p od ca sts w eekly .
O ve ra ll, i n te rn et u sa g e i n T ü rk iy e i s g ro w in g a ro u n d a t ria ng le o f d is c o ve ry ( s o cia l) , p urc h a se ( e –
co m merc e a nd g ro ce ry ), a nd d ig it a l c o n ve n ie n ce ( V P N , c ry p to , s m art d evic e s). So u rc e : W e A re S o cia l a n d M elt w ate r, D ig it a l 2 0 25 a n d D ig it a l 2 0 26 G lo b al O ve rv ie w r e p ort s
S o u rc e : T Ü İK , H ou se h old I n fo rm atio n T e ch nolo g ie s ( IT ) U sa g e S u rv e y

Pre fe rre d B ra n d s i n T ü rk iy e 2 0 25 M ob il e P hon e33GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY Acco rd in g t o B TK d ata , m ore t h an 2 .6 m il lio n d evic e s w ere r e g is te re d v ia IM EI in t h e s e co n d q uart e r o f 2 0 25.
A ppro xim ate ly 7 5 .8 % o f t h ese n ew r e g is tra tio n s a re c o n ce n tra te d in S am su n g, A pple , a n d R ed m i. B TK a ls o
n ote s th at th e m ajo rit y o f IM EI- r e g is te re d d evic e s a re s m art p hon es, w hil e re g is tra tio n s a ls o in clu d e o th er
d evic e s s u ch a s I o T d evic e s, m od em s, a n d t a b le ts .
T h is s h ow s t h e b ra nd s h a re o f d evic e s r e g is te re d in T ü rk iy e ’s M ob ile D evic e R eg is tra tio n S yste m ( M CKS) in
Q 2 2 0 25. I n o th er w ord s, t h e r a nkin g r e fle cts w hic h b ra nd s d om in a te d n ew ly r e g is te re d d evic e s d urin g t h a t
q ua rt e r (im port s p lu s d om estic p ro d uctio n ). It d oes n ot re p re se n t th e o ve ra ll d is trib utio n o f p hon es
cu rre n tly i n u se a cro ss T ü rk iy e . Sam su n g A ppleR ed m iTe cn oO ppoViv oT C L% 0%10% 20% 30% 40 So u rc e : B TK , T ü rk iy e E le ctro n ic C om mun ic a tio n s S ecto r Q uart e rly M ark e t D ata R ep ort , 2 0 25 Q 2 (B TK , I M EI R eg is tra tio n D ata )

Pre fe rre d B ra n d s i n T ü rk iy e 2 0 25 M ob il e P hon e34GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY Sta tC ou n te r’s M ob il e V en d or M ark e t S h are d ata r e fle cts b ra n d s’ a ctiv e u sa g e s h are in T ü rk iy e b ase d o n w eb
tra ffic fr o m d evic e s c o n nectin g to th e in te rn et. In th e D ece m ber 2 0 25 s n ap sh ot, th e “U nkn ow n” c a te g ory
h old s t h e la rg est s h are a t 4 3.7 9 % , fo llo w ed b y A pple (2 3.2 6 % ), S am su n g (1 4 .6 8 % ), a n d X ia o m i (1 1.1 4 % ). L o w er
sh are s in clu d e H uaw ei (1 .4 0 % ) a n d O ppo (1 .3 1% ). T h e J a n –D ec 2 0 25 c h art a ls o in d ic a te s t h at t h e “U nkn ow n”
sh are in cre ase d n otic e ab ly o ve r t h e y e ar.
T h is r a nkin g d oes n ot r e fle ct “n ew d evic e s e n te rin g t h e s y ste m t h is q ua rt e r,” lik e B TK ’s IM EI r e g is tra tio n s.
In ste a d, it r e p re se n ts a ctiv e u sa g e s h a re a s r e fle cte d in in te rn et t ra ffic . T h e “ U nkn ow n” c a te g ory d oes n ot
n ece ssa rily m ea n “u n b ra nd ed p hon es.” It c o ve rs tra ffic w here th e v e n d or c a nnot b e re lia bly id en tif ie d ,
w hic h c a n h a ppen d ue t o f a cto rs s u ch a s b ro w se r o r O S p riv a cy s e ttin g s, u se r-a g en t li m it a tio n s, a nd c a se s
in vo lv in g V P N o r p ro xy u sa g e. Unkn ow n Apple S am su n g X ia o m iHuaw eiO ppo % 0%10% 20% 30% 40% 50 So u rc e : S ta tC ou n te r G lo b al S ta ts , M ob il e V en d or M ark e t S h are in T ü rk iy e , J a n –D ec 2 0 25 (S ta tC ou n te r, A ctiv e U sa g e S h are )

Gam in g P C s
Th e t a b le b elo w is b ase d o n t h e M ark e tin g T ü rk iy e a n d V eriN ays 2 0 24 G am er W orld s tu d y, a n d p ro vid es a f o rw ard -lo o kin g v ie w in te rp re te d t h ro u gh l a te -2 0 25 m ark e t s ig n als .
P re fe rre d B ra n d s i n T ü rk iy e 2 0 25
35GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY Perfo rm an ce a n d d ura b il it y a re n ow b ase lin e e xp ecta tio n s fo r g am in g P C s. In 2 0 25, w e a ls o o b se rv e th at
fa cto rs su ch a s p ric e -t o -p erfo rm an ce , se rv ic e e xp erie n ce , e co sy ste m stre n gth , a n d , to so m e e xte n t, A I-
e n ab le d p ro ce sso rs h ave b eco m e m ore v is ib le in p la ye rs ’ p urc h ase d ecis io n s. M on ste r c o n tin ues to h old a
s tro n g p osit io n th an ks to it s lo ca l s e rv ic e a d va n ta g e a n d a cce ssib il it y , w hil e g lo b al b ra n d s s u ch a s L e n ovo ,
A su s, a n d H P a re in te n sif y in g c o m petit io n t h ro u gh n ew p ro d uct l in eu p s a n d p ric in g m ove s. Bra n d A w are n ess – G am in g C om pute rs So u rc e : B ra n d s T h at C ap tu re G am ers ’ H eart s – M ark e tin g T ü rk iy e & V eriN ays R ep ort
S o u rc e : G am in g in T ü rk iy e | M EN A | E U Mon ste r Le n ovo L e g io nA su s R O G / T U F H P V ic tu s / O m enC asp er E xc a lib ur A ce r N it ro / P re d ato r M SI E ra ze r D ell A lie n w areO th er ( T o ta l) % 0%10% 20% 30% 40% 50% 60% 70 Most r e ce n t p ub lic ly a va il a b le f ie ld r e se arc h : 2 0 24 Meth od olo g y : T h e 2 0 24 G am er W orld s tu d y, c o n d ucte d b y V eriN ays f o r M ark e tin g T ü rk iy e , w as c a rrie d o u t w it h 4 0 0 g am ers in T ü rk iy e a g ed 1 5 t o 4 5 w ho p la y g am es o n m ob ile , P C ,
or c o n so le . T h e s a m ple c o n sis te d o f 4 0 0 w om en (2 5% ) a nd m en (7 5% ) liv in g a cro ss p ro vin ce s n a tio n w id e. In te rv ie w s w ere c o n d ucte d u sin g t h e C AW I d ata c o lle ctio n m eth od . T h e
20 25 f ig ure s a re e stim ate d p ro je ctio n s u p date d f r o m t h e 2 0 24 b ase lin e i n l in e w it h 2 0 25 m ark e t s ig na ls , a nd d o n ot r e p re se n t a n ew f ie ld s tu d y.

Th e t a b le b elo w is b ase d o n t h e M ark e tin g T ü rk iy e a n d V eriN ays 2 0 24 G am er W orld s tu d y, a n d p ro vid es a f o rw ard -lo o kin g v ie w in te rp re te d t h ro u gh l a te -2 0 25 m ark e t s ig n als .
G am in g P C s P re fe rre d B ra n d s i n T ü rk iy e 2 0 25
36GAM IN G I N T Ü RKİY E | M EN A | E U – G AM IN G A N D E SP O RTS A G EN CY Our 2 0 25 p ro je ctio n s s u ggest t h at g am ers ’ p re fe re n ce t o “o w n” a g am in g P C is s h ap ed n ot o n ly b y t e ch nic a l
p erfo rm an ce b ut a ls o b y e co n om ic a cce ssib il it y , s e rv ic e q ualit y , a n d re sa le v a lu e. B ase d o n c u rre n t m ark e t
sig n als , w e s e e m ore r a tio n al c rit e ria , s u ch a s s e rv ic e , w arr a n ty c o ve ra g e, a n d lo n g-t e rm d ura b il it y , b eco m in g
in cre asin gly c e n tra l t o p urc h ase d ecis io n s. Mon ste r A su s R O G / T U FLe n ovo L e g io n H P V ic tu s / O m enC asp er E xc a lib ur M SIA ce rE ra ze r O th er ( T o ta l) % 0%5%10% 15% 20 Ow ners h ip – G am in g C om pute rs So u rc e : B ra n d s T h at C ap tu re G am ers ’ H eart s – M ark e tin g T ü rk iy e & V eriN ays R ep ort
S o u rc e : G am in g in T ü rk iy e | M EN A | E U Meth od olo g y : T h e 2 0 24 G am er W orld s tu d y, c o n d ucte d b y V eriN ays f o r M ark e tin g T ü rk iy e , w as c a rrie d o u t w it h 4 0 0 g am ers in T ü rk iy e a g ed 1 5 t o 4 5 w ho p la y g am es o n m ob ile , P C ,
or c o n so le . T h e s a m ple c o n sis te d o f 4 0 0 w om en (2 5% ) a nd m en (7 5% ) liv in g a cro ss p ro vin ce s n a tio n w id e. In te rv ie w s w ere c o n d ucte d u sin g t h e C AW I d ata c o lle ctio n m eth od . T h e
20 25 f ig ure s a re e stim ate d p ro je ctio n s u p date d f r o m t h e 2 0 24 b ase lin e i n l in e w it h 2 0 25 m ark e t s ig na ls , a nd d o n ot r e p re se n t a n ew f ie ld s tu d y. Most r e ce n t p ub lic ly a va il a b le f ie ld r e se arc h : 2 0 24

Th e t a b le b elo w is b ase d o n t h e M ark e tin g T ü rk iy e a n d V eriN ays 2 0 24 G am er W orld s tu d y, a n d p ro vid es a f o rw ard -lo o kin g v ie w in te rp re te d t h ro u gh l a te -2 0 25 m ark e t s ig n als .
P re fe rre d B ra n d s i n T ü rk iy e 2 0 25 Gam in g E q uip m en t37In 20 25, th e fo cu s in gam in g p erip hera ls ap pears to b e sh if t in g b eyo n d p ure p erfo rm an ce to w ard
e co sy ste m s tre n gth , b ra n d t ru st, a n d t h e p ost-p urc h ase e xp erie n ce . W hil e g lo b al b ra n d s s u ch a s L o g it e ch ,
A su s, a n d R aze r m ain ta in s tro n g v is ib il it y t h ro u gh b ro ad p ro d uct lin eu p s a n d ro b ust d is trib utio n , t h e h ig h
p re se n ce o f R aze r, S te elS erie s, a n d H yp erX a cro ss e -c o m merc e a n d t h e s tre am er/c re ato r e co sy ste m h elp s
re in fo rc