Game Publishing & Marketing 2025 Industry Report

9 – 10 September 2025
Novotel London West, London, UK
THE GLOBAL
STATE OF GAME
PUBLISHING &
MARKETING 2025
INDUSTRY REPORT
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Foreword
Table of Contents
List of Tables
List of Figures
Introduction
SECTION 1: Game Publishing Strategies Publisher-Developer Relationships
Cross-Platform Publishing
Self-Publishing
SECTION 2: Marketing and User Acquisition Digital Channels and Decline of
Traditional Retail
Partnerships as Marketing Channels
Influencer Marketing
SECTION 3: Community Importance of Community in Gaming
Community Safety
SECTION 4: Data-Driven Success The Role of Data in Publishing and Marketing
SECTION 5: Revenue Streams and
Business Models
Live Service Games
Boxed Games/One-time Purchase Model
Subscription Models
Esports
Hybrid Models
Foreword
Ahead of the Game Publishing and Marketing Summit,
we commissioned this report to deliver an in-depth
overview of how, and why, game publishing and
marketing experts are reimagining their core strategies.
The aim of this report is to outline key topics that may
enable studios, regardless of size, to make internal
improvements to their business models and games
that will keep them not just relevant, but essential.
The findings reflect an increased interest, investment
and dependence on user research, player and
platform data and analytics, third-party services,
personalised events and engagement, and multi-
platform retail strategies. However, solely relying
on access to research and digital tools will not help
studios navigate ever-growing player expectations,
modern technology, or regulations.
This report is designed to highlight the latest
opportunities and challenges in the gaming industry.
We hope it serves as a practical resource for decision
makers seeking to stay a step ahead of the curve in a
rapidly changing and customer dependant industry.
Jade Tierney
#GPMSummit Director
SECTION 6: Software and Services
Publishing as a Service
Design Studios
Conclusion
Bibliography
Contents
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Tables
Figures
Table 1: Benefits of Developing
Cross-Platform Games
Table 2: Popular Cross-Platform Games
Table 3: Top Cross-Platform Game Engines
Table 4: Top-10 Self-published Games during
2019-2024
Table 5: Examples of Successful Collaborations
in Games
Table 6: The Role of Influencers in Shaping
Gaming Trends
Table 7: Benefits of Gaming Influencers in
Marketing Over Traditional Advertising Table 8: Community Management Tools/
Platforms by Leading Companies
(Selected)
Table 9: Safety Rules and Regulations in
Gaming Industry
Table 10: Data Analytics: Leading
Providers (Selected)
Table 11: Comparisons of Leading Subscription
Service Providers
Table 12: Hybrid Models Used in Selected
Games and Platforms
Table 13: Design Studios: Leading Companies
(Selected)
Figure 1: Global Game Publishing Market in US$
billions, 2025-2030
Figure 2: Share of Players & Time Spent on Playing
Figure 3: Number of Self-Published Hit Games
Between 2019 and 2023
Figure 4: Number of Games Released on Steam
Worldwide from 2018 to 2023, by Developer Type
Figure 5: Indie Developers Market in US$ Billions,
2025-2030
Figure 6: Physical vs. Digital Game Revenue
Share in 2024
Figure 7: Physical vs. Digital Revenue of Major
Video Game Publishers as of November 2024
Figure 8: Global Live Service Gaming Market in
US$ billions, 2025-2030 Figure 9: Global Boxed Games Market in US$
billions, 2025-2030
Figure 10: Global Game Subscription Market in
US$ billions, 2025-2030
Figure 11: PlayStation vs. Xbox: Installed Base
and Revenue Share
Figure 12: Esports Monetization Models
Figure 13: Global Esports Market in US$ billions,
2025-2030
Figure 14: Prize Money for Leading eSports
Games Worldwide in US$ millions
Figure 15: Video Streaming Quarterly Hours
Watched, 2020-2024
Figure 16: Revenue Streams for Game
Publishing Industry
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The global game publishing market is expected to
increase from US$117.4 billion in 2025 to US$150.5
billion by 2030, at a modest CAGR of 5.1%. The
gaming industry which has enjoyed exponential
growth over the last two decades, especially during
the pandemic, now finds itself at a crossroads.
The return of gamers to schools and offices in the
post-pandemic era, rising interest rates, high costs,
market saturation, and the failure of a few high-
profile games, are some of the factors responsible
for this tepid growth forecast. As game development
and publishing budgets rise along with breakeven
thresholds, the publishers’ dependency on each
game increases resulting in a lesser margin for
errors (game failures).
Historically, there has been a clear division of
roles between video game developers and
publishers, with the former taking care of the
creative and technical aspects of building a game. In contrast, publishers handle the
financing, marketing, distribution, and at times,
the legal aspects. This model has given a few
large publishers significant power, allowing them
to control distribution channels, marketing, and
monetisation strategies. These publishers often act
as gatekeepers, determining which games reach
the market and at what scale. Even though this
has resulted in the creation and launch of many
iconic titles, it has allowed larger studios to corner a
significant share of the market, often at the cost of
smaller indie developers.
However, the industry’s evolution characterised
by digital distribution channels, self-publishing
platforms, changing consumer expectations,
and alternative business models, has rapidly
democratised the game development and
publishing landscape, allowing indie developers
to reach a global audience.
Introduction
FIGURE 1
Global Game Publishing Market in US$ billions, 2025-2030
Source: AgileIntel
2025
117.4
2026
123.5
2027
129.8
2028
136.4
2029
143.4
2030
150.7
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The rise of self-publishing has levelled
the playing field
Self-publishing platforms such as Steam, itch.io,
Epic Games Store, Unreal Editor for Fortnite (UEFN),
and Roblox, have lowered the entry barriers for
indie game developers who can independently
develop and publish their games without relying on
large publishers.
What makes this relatively novel concept
particularly interesting, is that some of the self-
published games by indie developers have already
witnessed resounding success, often surpassing the revenues of large-scale publications. In early
2024, Palworld, developed and published by
Pocketpair, became the biggest third-party game
launch ever on Xbox Game Pass, dominated the
Steam charts, and gained an almost cult-like
following in the monster taming category, not
witnessed since Pokémon Go. Till January 2024, the
game had garnered sales of over US$440 million,
which is exceptional considering that it wasn’t
backed by a large publisher and was created by
Takuro Mizobe, a self-taught artist with no prior
industry experience. Other notable successes are
Baldur’s Gate 3, Phasmophobia, Squad, Ready or
Not, and Lethal Company.
The democratisation of game publishing is among the most notable trends \
in
the gaming industry. Platforms such as Steam, itch.io, Epic Games Store,\
Unreal
Editor for Fortnite (UEFN), and Roblox, have lowered the entry barrier\
s for indie
game developers who can independently develop and publish their games
without relying on large publishers.
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Marketing and PR companies branching
out into publishing
Historically, the multi-faceted expertise of publishers
made it difficult for developers to bypass them
and self-publish their games. However, the
growing stature of PR and marketing agencies
dedicated to the gaming industry and their move
into publishing, is proving to be a game changer
for indie developers. A good example is UK-based
Neonhive which branched out into game publishing
after being a solely PR and marketing agency
for many years. By leveraging its experience and
relationships with the press, influencers, events,
and bringing over 130 titles to market, Neonhive
is gradually building a supportive publishing
ecosystem for indie developers. Another example is
the Canadian boutique agency Popagenda which
has moved on from handling PR for games such
as Cuphead, Grindstone, Landfall, and Ooblets,
to functions such as marketing strategy, release
management, social media handling, and trailer
editing. What is particularly noteworthy here is
release management, which includes coordinating
with quality assurance teams and porting studios
to ship on console and other platforms, areas that
have historically been the unique selling points of
large publishers.
The growth of user-generated content
(UGC) is challenging traditional
publishing models
User-generated content (UGC) is gradually
transforming the game publishing landscape. Games
such as Minecraft and Fortnite, and platforms such as
Roblox have already shown the positive impact that
UGC can have on game engagement, longevity, and
revenue diversification opportunities. Technologies
such as voxels and signed distance fields have made
content creation more intuitive and scalable, letting
users remix and expand upon existing creations. This
player-creator dynamic is challenging conventional
publishing models by pushing modern-day
publishers to integrate UGC in their marketing and
monetisation strategies. A good example is Grand
Theft Auto (GTA) VI which is expected to be launched
in September 2025. The game is expected to build on
GTA V’s thriving UGC scene. In fact, its infrastructure is
powered by FiveM, a third-party modding framework
capable of supporting immersive role-playing servers
where over 200,000 players engage daily. Another
example is The Sims 5 made by Electronic Arts (EA).
Even though the game was shelved towards the
end of 2024, its makers had already hired a head of
monetisation and marketplace to manage in-game
content pricing and UGC, both free and paid.
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Publisher-Developer
Relationships
Game developers and publishers have been at odds
for many decades. The former typically focuses
on the creative side such as building reliable
frameworks, new technology integration, refining
gameplay based on user feedback, and creating
the overall gameplay experience. Publishers focus
on the financial, marketing, and at times on the
technical side including distribution, user acquisition,
live ops, monetization, and community engagement.
These functions have historically functioned
independently, ensuring the heavy reliance of both
parties on each other.
However, over the years their relationship has
become increasingly complex with developers
acquiring more independence due to alternative
funding avenues, rapid technological disruptions,
and new distribution platforms. Indie developers
now often bootstrap their games or raise money
through options such as crowdfunding sites like
Kickstarter and Fig. Game engines like Unity and
Unreal Engine 5 which are intuitive and increasingly
simple to use, have also made the development
process easier. Moreover, digital distribution through
online platforms such as Steam and Epic Games Store has lowered or outright obliterated the barriers
for developers to self-publish their games. Steam
sold over 718 million games in 2024 alone, while Epic
Games Store boasted annual PC user spending of
US$950 million in 2023.
Palworld and Lethal Company are two of the most
popular games of 2024, with the former made by
a small development team, and the latter by just
one individual (a developer known as Zeekerss). It
is no longer essential for indie teams to have large
development budgets to deliver a hit title, as long as
they bet on gameplay innovation.
On the other hand, this growing ease of development
and self-publishing has resulted in a crowded
gaming market with titles struggling to be discovered
and stand out. Therefore, the capabilities of the
modern publisher including advanced analytics,
support for live-service models, post-launch content
planning, and of course large financial resources,
make them invaluable, especially for developers
with globally recognised IPs. This is because as
competition increases, marketing familiar game
worlds and characters is emerging as an effective
strategy for such titles to stand out. Overall, game
titles backed by large budgets remain in an
advantageous position in terms of user acquisition.
Cross-Platform Publishing
According to a 2024 U.S.-focused study by Bain &
Co., as many as 70% of the gamers surveyed said
they played on multiple devices and asked for more
ubiquity in the future. Another American market
study by the Consumer Technology Association
(CTA) involving over 2,700 adults and teens, found
this number to stand at 61%. The last few years
have witnessed robust growth in the number
of multiplatform game launches, with gaming
company Unity pegging this at around 40% between
2021 and 2023.
Game Publishing Strategies
SECTION 1
Digital distribution through
online platforms such as Steam
and Epic Games Store has
lowered or outright obliterated the
barriers for developers to self-
publish their games. Steam sold
over 718 million games in 2024
alone, while Epic Games Store
boasted annual PC user spending
of US$950 million in 2023.
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Cross-platform development and publishing
involves designing games in a way that they can
provide a consistent user experience across various
devices such as PCs, consoles, and mobile phones,
with minimal to no adjustments. Even though
hardware limitations could affect the graphics and
overall gameplay smoothness, the architecture and
overall experience remain consistent.
This strategy allows gamers to connect and play
with others regardless of their device, fostering a
unified player base that drives engagement, long-
term player retention, and consequently higher
revenues, with estimates pegging it at around
40%. There are over three billion active gamers
worldwide, and the market is expected to value
almost US$151 billion by 2030. Cross-platform games
allow developers access to this vast, multi-platform
pool of potential gamers. Modern players frequently
switch between devices, and cross-platform compatibility enables them to purchase a game
on one system and seamlessly access it across
multiple platforms.
There are over three billion active
gamers worldwide, and the
market is expected to value US$151
billion by 2030. Cross-platform
games allow developers access to
this vast, multi-platform pool of
potential gamers. Modern players
frequently switch between
devices, and cross-platform
compatibility enables them to
purchase a game on one system
and seamlessly access it across
multiple platforms.
FIGURE 2
Share of Players and Time Spent on Playing
Note: Total number of players in the survey, n=58,040
Source: Newzoo
Share of players
Played on
one platform
Avergae time spent
playing per week Played on
two platforms Played on
three platforms
4h
8h 24m
11h 18m
41%
85%
69%
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Benefits Descriptions
Wider audience reach Accessible to more players which increases revenue potential for develop\
ers and publishers.
From a developer’s perspective, it is more cost-
efficient to create cross-platform games due to
a reduction in the need for multiple specialised
teams, resources required to develop and test on
different platforms, and the creation of a single
codebase. Cross-platform gaming also gives
developers and publishers a better understanding
of players and greater coherency for advertising,
promotions, and analytics.
Moreover, players who utilize multiple platforms
also tend to exhibit higher levels of engagement.
A study by gaming data provider Newzoo found
that gamers who play on three platforms average
11 hours and 18 minutes of gameplay per week, compared to just 4 hours for those restricted to a
single platform.
Therefore, even companies like Sony and Microsoft,
which have traditionally developed single-platform
games only, are now shifting their focus away from
exclusivity in favour of broader cross-platform
strategies. The economic advantages of reaching a
larger audience often outweigh the opportunity costs
of hardware sales (of PlayStations and Xbox), especially
as rising development costs make it increasingly
challenging to achieve profitability on a single platform.
Key benefits of developing a cross-platform game
include:
TABLE 1
Benefits of Developing Cross-Platform Games
Source: AgileIntel
Cost and time efficiency Allows studios to develop games faster and at lower costs. Instead of bu\
ilding a separate version of
the game for each platform, developers can use a single codebase with mi\
nor tweaks for platform-
specific requirements.
Reduces the time spent in development and testing, allowing studios to a\
llocate resources to other
critical areas.
Easier maintenance
and updates With a unified codebase, managing updates and bug fixes becomes simpler.\
Updates can be deployed across all platforms simultaneously.
Keeps the gaming experience consistent for all players and simplifies po\
st-launch maintenance.
Better player
engagement Cross-platform games allow players to interact and compete with others r\
egardless of their device.
Fosters a more engaging and unified gaming community.
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Game engines are central to cross-platform
development, as the right engine can streamline the
process and ensure consistent performance across
devices. Technologies like Unreal Engine and Unity
are leading the charge, empowering developers to
create high-quality games that seamlessly run on
multiple platforms. Below are the top game engines
commonly used to develop cross-platform games.
Self-Publishing
In June 2012, Dr. Richard Wilson, CEO of the UK trade
association TIGA, declared that self-publishing
was the future of gaming. Over a decade later, in
January 2024, the launch of Palworld, made by
Japanese developer Pocketpair, shook the gaming world by becoming the biggest third-party launch
ever on Xbox Game Pass. It spawned a craze for
monster taming not witnessed since Pokémon Go,
hitting the 25 million player mark in just one month,
with 15 million copies selling on Steam alone. It
also recouped a huge 2,300% of its US$7 million
development budget in just a few weeks after its
release and has generated over US$400 million in
overall sales till now. In fact, such is its popularity,
that The Pokémon Company said that it would
investigate allegations of copyright infringement.
Even though these statistics are remarkable
independently, what makes the game’s success
even more noteworthy is that it was self-published
by Pocketpair, an independent studio without a big
marketing budget.
TABLE 2
Popular Cross-Platform Games
Game Publishers Genre Platform Support
Among Us InnerSloth InnerSloth Android, iOS, Windows, Nintendo Switch, PlayStation 4/5, Xbox One/
X/S
Call of Duty:
Modern Warfare Infinity Ward First-person
shooter PlayStation 3/4, Windows, Xbox 360, Mac OS, Xbox One
Cuphead Studio MDHR Run and gun PC, Xbox, Console, and Nintendo Switch
Dead by Daylight Behaviour
Interactive Asymmetric
survival horror  Windows, PlayStation 4, Xbox One, Nintendo Switch, Android, iOS,
Stadia, Xbox Series X/S, PlayStation 5
Fortnite Epic Games Battle royale game,
Shooting gameplay PC, consoles (PlayStation, Xbox, Nintendo Switch), and mobile
devices.
Forza Horizon 4 Microsoft Studios Open-world racing
game PC and Xbox
Hollow Knight Team Cherry Metroidvania Windows, Linux, macOS, Nintendo Switch, PlayStation 4, Xbox One
Minecraft Microsoft Sandbox, survival PC, Console, Mobile, and VR platforms
PUBG PUBG Studios
(Krafton) Battle royale PC, Xbox, Console, mobile versions like PUBG Mobile and BGMI
(Battlegrounds Mobile India)
Rocket League Psyonix Sports PlayStation 4, Windows, Xbox One, macOS, Linux, Nintendo Switch
Undertale Toby Fox Role-playing Mac OS, Windows, Linux, PlayStation 4, PlayStation Vita, Nintendo
Switch, Xbox One
Source: Company Websites
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Another example is Lethal Company which was
nominated for the Game of the Year award on
Steam in 2023. While it lost out to Baldur’s Gate
3, it managed to generate much publicity due to
the fact that it was designed, programmed, and
published by a single developer called Zeekers.
Gate 3 on the other hand was created on a budget
of over US$100 million, by Larian Studios which has
over 450 employees in many locations globally. Yet
another is Undertale. Created by Toby Fox at a mere
cost of US$50,000 raised on Kickstarter, the game
eventually sold 500,000 copies on Steam just three
months after launch.
Many indie developers are now choosing to self-
publish their titles to keep more creative control and ownership of their work, get more of the profits, have
direct access to players through popular platforms,
work only with select partners, and leverage the
popularity of platforms such as Steam, Epic Games
Store, Itch.io, Humble Bundle, Game Jolt, and GOG,
for higher discoverability.
According to Finnish studio Remedy’s CFO Santtu
Kallionpää, who plans on self-publishing many
titles in the near term, moving away from the
traditional publisher-funded model isn’t only
about securing a bigger piece of the revenue but
changing the approach towards development. The
studio now prioritizes building a game with a huge
target audience in mind, instead of just creating a
compelling concept from an investor standpoint.
TABLE 3
Top Cross-Platform Game Engines
Game Engine Key features Platforms Support
Unity Cross-platform support, User-friendly C# language,
Advanced Rendering Pipelines, Asset Store Integration,
AR/VR Support, Built-In Analytics, Monetization Tools iOS, Android, Windows, macOS, Linux, WebGL, consoles
(like PlayStation, Xbox, and Nintendo Switch), and AR/VR
platforms. Source: Artstation.com
Unreal Engine Cross-platform support, high-quality graphics, advanced
rendering capabilities, and excellent toolset, Blueprint Visual
Scripting, Free Access to Source Code, Multiplayer Networking iOS, Android, Windows, macOS, Linux, Google Stadia,
Xbox Cloud Gaming, consoles (like PlayStation, Xbox, and
Nintendo Switch), AMD, and AR/VR platforms.
Godot Engine Cross-platform support, visual scripting, GDScript
(Python-like), 2D and 3D Game Development, Open-
Source & Free, Node-based Architecture iOS, Android, Windows, macOS, Linux, WebGL, consoles (like
PlayStation, Xbox, and Nintendo Switch), and AR/VR (Oculus,
HTC Vive, ARCore, ARKit), Raspberry Pi, UWP, Haiku platforms.
Cocos2d Cross-platform support, C++ and JavaScript Scripting,
Free and Open-Source, Physics Engine Integration, 2D
Game Development, Multiplayer Support Android iOS, macOS, Windows, Linux, Steam, Epic Games
Store, itch.io, HTML5, WebAssembly, Nintendo Switch,
PlayStation, Xbox, HTC Vive, Valve Index, Oculus Go, Oculus
Quest
CryEngine Powerful and flexible open-source game framework,
cross-platform games, C# programming, Visual
Scripting (Flow Graph), Real-Time Rendering, Free to Use Windows, Consoles (PlayStation, Xbox), iOS, Android, VR/AR
(Oculus Rift, HTC Vive, PlayStation VR), WebGL, Linux, macOS
Gamemaker
Studio Cross-platform support, user-friendly drag-and-drop
interface, GML (GameMaker Language), 2D Game
Development, Multiplayer Support Windows, macOS, iOS, Android, Consoles (PlayStation, Xbox,
Nintendo Switch), HTML5, WebAssembly, Android TV, Apple
TV, Other (UWP, Fire OS)
Monogame Cross-Platform Support, C# Scripting, 2D and 3D Game
Development, Open-Source & Free, Multiplayer Support,
XNA Compatibility, Extensive API Windows, macOS, Linux, iOS, Android, Consoles (PlayStation,
Xbox, Nintendo Switch), HTML5, WebAssembly, Other
(Windows Phone, UWP, Raspberry Pi)
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According to a study released by gaming analytics
company Gamalytic, there has been a stark
increase in the number of self-published hits over the last five years (2019-2023), which has translated
into a thriving indie-gaming market despite a
broader industry slowdown.
Game Developer / Publisher Year Revenue in US$
Mn (Till Jun 2024) Copies Sold
(millions)
TABLE 4
Top-10 Self-published Games during 2019-2024
Note: Data till June 2024
Source: Gamalytic, Naavik
Baldur’s Gate 3 Larian Studios Aug 2023 809.9 15.5
Palworld Pocketpair Jan 2024 386.4 14.8
Phasmophobia Kinetic games Sep 2020 156.8 14.3
Mount & Blade II: Bannerlord TaleWorlds Entertainment Oct 2022 133.7 3.7
Squad Offworld Sep 2020 122.8 4.7
Ready or Not VOID Interactive Dec 2023 121.4 4.3
Lethal Company Zeekeress Oct 2023 120.1 13.1
Dying Light 2 Stay Human: Reloaded Techland Feb 2022 116.8 3.6
Factorio Wube Software Aug 2020 106.3 4.0
Hades Supergiant Games Sep 2020 101.4 6.5
Note: Game with revenue more than US$3M in the first year is considered as “\
hit” game
Source: Gamalytic, Naavik
FIGURE 3
Number of Self-Published Hit Games Between 2019 and 2023
2019
36
2020
50
2021
49
2022
52
2023
71
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According to Remedy’s CFO Santtu Kallionpää, who plans on self-\
publishing
many titles in the near term, moving away from the traditional publisher\
–
funded model isn’t only about securing a bigger piece of the revenue \
but
changing the approach towards development. The studio now prioritizes
building a game with a huge target audience in mind, instead of just cre\
ating a
compelling concept.
Source: VG Insights
FIGURE 4
Number of Games Released on Steam Worldwide from 2018 to 2023, by Develo\
per Type
Source: AgileIntel
FIGURE 5
Indie Developers Market in US$ Billions, 2025-2030
Indie games AAA games
2018
8,142
2019
8,048
2020
9,715
2021
11,188
2022
12,241
2023
13,790
182 177
192
151
166
181
2025
5.3
2026
6.1
2027
7.0
2028
8.0
2029
9.2
2030
10.5
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Digital Channels and Decline of
Traditional Retail
In the early days of video game distribution,
publishers undertook the responsibilities of
producing physical media, securing shelf space in
retail stores, and executing marketing campaigns,
making them irreplaceable partners for game
developers. This process required expertise in
market analysis, branding, and promotional
campaigns, to navigate the retail landscape
effectively. Marketing strategies relied heavily on
press releases, trade publications, and scheduled
media events.
However, with the dawn of the digital era, the role
of publishers shifted to managing digital rights,
securing premium placements on digital storefronts
like Steam, and developing other digital marketing
strategies. The advent of social media and
streaming platforms such as YouTube and Twitch has further changed how games are marketed.
Influencers and content creators now play a pivotal
role in shaping public perception, and marketers are
developing strategies to leverage these platforms
and create partnerships with influencers. A good
example is Innersloth’s social deduction game
Among Us which experienced a surge in popularity
as influencers played (and streamed) and reacted
to the game’s unexpected twists and turns. The
game’s unpredictable nature and focus on social
deduction made it ideal for creating memorable
moments and engaging interactions.
Celebrity endorsement is another strategy being
deployed by game marketers. Norman Reedus, who
rose to prominence for his portrayal of Daryl Dixon
in The Walking Dead, and Mads Mikkelsen who won
Cannes’ Best Actor for his performance in The Hunt,
both starred in Death Stranding, a game conceived
by Hideo Kojima. Interestingly, the game is now
being converted into a live-action film by indie
studio A24. More recently, Keanu Reeves played a
central character in Cyberpunk 2077, one of the most
popular games released over the last few years.
Marketing and User
Acquisition
SECTION 2
With the dawn of the digital era,
the role of publishers shifted
to managing digital rights and
securing premium placements
on digital storefronts like Steam.
The advent of social media
and streaming platforms such
as YouTube and Twitch has
further changed how games
are marketed. Influencers and
content creators now play a
pivotal role in shaping public
perception, and marketers are
developing strategies to leverage
these platforms.
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From a technological standpoint, marketers
are focusing on closed-loop marketing (CLM)
where developers and publishers aim to build
up a richer segmentation of players, associated
behaviours, and the value they generate. This
is done by analysing data related to browsing,
play, and purchases, that happen in a connected
environment. The findings are then used to pinpoint
areas of the game that are more heavily utilised,
identify retention issues, and determine additional
avenues of monetisation.
With games now being accessed anytime from any
device with an internet connection (including smart
watches and mixed reality glasses), marketing strategies are increasingly focused on points of
access, to get a deeper understanding of the
platforms best placed to acquire gamers and keep
them engaged.
95.4% 4.6%
Overall
Mobile
Console PC
FIGURE 6
Physical vs. Digital Game Revenue Share in 2024
100%
84% 16%
99% 1%
Physical sales Digital sales
Source: Activision Blizzard; Take-Two Interactive; Electronic Arts; Ubisoft; Squ\
are Enix; CD Projekt; Nintendo
Source: Thinglabs
4.4% 95.6%
Take-Two Entertainment (FY 2024)
CD Projekt Group (FY 2023)Electronic Arts (FY 2024) Square Enix (FY 2023)Ubisoft (FY 2023-24)
Activision Blizzard (FY 2022) Nintendo (FY 2024)
FIGURE 7
Physical vs. Digital Revenue of Major Video Game Publishers as of Nov\
ember 2024
7.6% 92.4%
8.9% 91.1%
9.7% 90.3%
14.4% 85.6%
16% 84%
49.8% 50.2%
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Partnerships as
Marketing Channels
Gaming studios are increasingly forging alliances
with technology companies, brands, and other
gaming companies, to strengthen their offerings,
reduce development costs, attract new players, and
enhance visibility.
A common type of partnership is co-development
where two developers or publishers collaborate with
each other or with an external vendor, to conceive,
develop, and launch a game title. The pooling of
resources and expertise results in reduced costs,
innovative gaming experiences, and access to other
markets. The sheer scale of modern big-budget
gaming and market saturation has necessitated
co-development, even among big studios. A
great example of successful co-development is
The Witcher 3: Wild Hunt which was produced by
CD Projekt Red and Warner Bros. Interactive. The
partnership was not only responsible for the game’s
stunning visuals but also its successful distribution in
North America.
Another type is a licensing agreement, typically
with a brand, where one company gives the studio
the rights to use its intellectual property (IP) or
characters, helping it to expand its reach to a non- endemic audience and monetise its assets. This
partnering strategy is particularly useful to combat
the stark increase in user acquisition and game
development costs. Scopely’s Monopoly Go which
is based on Hasbro’s iconic board game is a fine
example of this strategy, generating US$2 billion in
revenue just 10 months after launch.
In 2023, some of the largest and most successful
film and TV franchises began as video games. These
include The Last of Us, Castlevania: Nocturne, The
Super Mario Bros. Movie, Twisted Metal, and Captain
Laserhawk: A Blood Dragon Remix. According to a
study by Deloitte, the share of theatrical box office
revenues from video game IP is expected to double
over the period 2023-2025, with most major video
streaming services including shows based on
games by 2025.
Yet another collaboration type is technology
partnerships where studios collaborate with large
technology companies such as Amazon, Google,
and Microsoft, or smaller gaming technology
(Gametech) companies, to integrate cutting-
edge solutions into their games. The acquisition of
Naughty Dog by Sony in 2001 is probably one the
first of such partnerships, giving the former access
to Sony’s powerful gaming consoles. The 2016
collaboration between game developer Valve and
technology company HTC, resulted in the creation
of the HTC Vive, a groundbreaking virtual reality (VR)
headset that was instrumental in bringing high-
quality VR gaming to the masses.
A common type of partnership
is co-development where
two developers or publishers
collaborate with each other
or with an external vendor, to
conceive, develop, and launch
a game title. The pooling of
resources and expertise results
in reduced costs, innovative
gaming experiences, and access
to other markets.
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Influencer Marketing
Influencer marketing is rapidly emerging as
a powerful tool to engage a diverse
spectrum of audiences, communities, subcultures,
and cross-over interest groups, both endemic
and non-endemic to the gaming industry.
Through pre-recorded videos-on-demand (VOD) and live-streamed broadcasts, gaming
influencers can amplify announcements, provide
early development consultations, preview
gameplay, showcase finished games, and even
carry out long-term brand ambassadorial duties.
Therefore, influencers have gathered trust within
the gaming community, shaping perceptions and
driving engagement.
TABLE 5
Examples of Successful Collaborations in Games
Game/Collaboration
Theme Type of Collaboration Collaboration details
Fortnite Celebrity appearances
and events Hosted a “March Through Time” collaboration with TIME Magazine, al\
lowing players
to visit the site of Martin Luther King Jr.’s “I Have a Dream” \
speech. Source: Mainleaf.com
EverQuest II Unique in-game
functionality Collaboration with Pizza Hut, allowing players to order pizza directly t\
hrough an
in-game command (/pizza)
The Sims Product placement and
themed content H&M, IKEA, Diesel, Star Wars, Moschino
Cloud Solutions Tech Partnership Sony and Microsoft announced a partnership to explore cloud gaming and
streaming solutions built in the Microsoft cloud, Azure.
Avengers: Infinity War
limited-time event Publisher Collaboration In 2018, Epic Games partnered with Marvel for an Avengers: Infinity War \
event
in Fortnite, allowing players to play as iconic Marvel characters. The c\
rossover
boosted engagement for both brands.
Fortnite Licensing arrangement Gearbox and 2K Games licensed their Borderlands properties to Epic\
Games and
Warner Bros. 
Animal Crossing: New
Horizons User-generated content
and brand promotion Hellman’s Canada, KFC, and IKEA through user-created content
Pokemon Music collaborations Katy Perry (“Electric”), Post Malone (“Only Wanna Be With Yo\
u”), and Ed Sheeran
(“Celestial”)
The Sims 4 User-generated content
and brand promotion Gucci and Stella Artois
Football Manager Sponsorship & in-game ads Mastercard and betting sites
Grand Theft Auto
(GTA) Billboards and in-game
integration Brands: Validé
Artists: Dixon, Solomun, and The Blessed Madonna
Roblox Celebrity appearances
and events Collaborated with celebrities like Miley Cyrus and Paris Hilton for virtual concerts and
brand partnerships with luxury brands like Gucci, Ralph Lauren, and Tomm\
y Hilfiger.
Fall Guys: Ultimate
Knockout Crossovers and character
costumes Features a vast array of crossover costumes based on other video games (\
Sonic,
Untitled Goose Game), movies (Godzilla, Ghostbusters), TV shows (Doc\
tor Who),
and even celebrities (Jinkx Monsoon from RuPaul’s Drag Race).
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Social media platforms are the main drivers
of this burgeoning trend – the hashtag
#TikTokMadeMePlayIt, where users share games
they’ve discovered through TikTok, garnered over
161 million views. In terms of short, medium, and
long-form gameplay content, YouTube and Twitch
are the prime locations. YouTube enables content
creators to create gameplay demos; cinematic, live-
action productions, documentary content, in-game
storytelling series, and creative critique. On the other
hand, Twitch offers various options for direct live
audience interaction, community involvement and
engagement, virtual events, tournaments, panels,
collaborations, and presentations.
In the UK, around 10.7% of the gaming audience finds
brands through influencers, while 25.7% actively follow them. Facebook is the most popular platform
with 16.9% of gamers in the country naming it their
favourite social media platform. In the U.S., 12.6%
of the gaming audience discovers brands through
influencers, with 28.4% actively following them.
Facebook is again the most popular platform,
favoured by 22.1% of the gamers.
Overall, creator endorsements play a significant role in driving purchas\
es with
as many as 32% of consumers globally having bought a product in the past\
year
due to a creator’s recommendation. This figure rises to 40% among gam\
ing
enthusiasts, with 32% of UK and 41% of U.S. gamers making purchases due \
to
recommendations made by creators.
TABLE 6
The Role of Influencers in Shaping Gaming Trends Source: Theinfluencermarketingfactory.com
Aspect Influencer Contributions
Game Reviews Influencers deliver immersive reviews through engaging videos and intera\
ctive live streams, offering a
personal touch beyond traditional written critiques.
Gameplay Demonstrations They showcase games in action, helping viewers understand gameplay, visu\
als, and mechanics for
informed decisions.
Hype Generation Collaborating with developers, influencers share sneak peeks and early a\
ccess, boosting excitement and
early sales.
Community Engagement These personalities build vibrant gaming communities, sparking discussio\
ns, strategy sharing, and
connections.
Feedback Channel Influencers connect players and developers, sharing feedback to improve \
game design and features.
Content Monetization Sponsorships and merchandise fund influencers, ensuring consistent, high\
-quality content.
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Overall, creator endorsements play a significant
role in driving purchases with as many as 32% of
consumers globally having bought a product in
the past year due to a creator’s recommendation.
This figure rises to 40% among gaming enthusiasts,
with 32% of UK and 41% of U.S. gamers making
purchases due to recommendations made by
creators. Moreover, gaming ranks as the top
category for products purchased after seeing an
influencer’s recommendation.
One of the best examples of successful influencer
marketing in the gaming industry is the partnership
between popular influencer Tyler “Ninja” Blevins and
Fortnite. Tyler’s engaging streams and charismatic
personality played a crucial role in Fortnite getting
rapid traction just after its launch. Another is the launch of Apex Legends by EA in 2019. The game
was launched with a unique marketing strategy that
included no announcements across any social media
platforms. Instead, EA utilised Twitch influencers like
Shroud to announce the game’s release on launch
day through live streams of them simply playing the
game. This tactic proved instrumental in the game’s
success, garnering around 25 million players within
the first week of release.
TABLE 7
Benefits of Gaming Influencers in Marketing Over Traditional Advertising\

Source: Theinfluencermarketingfactory.com
Factor Gaming Influencers Traditional Advertising
Authenticity Share genuine experiences and opinions, making their
content feel more authentic and trustworthy. Often perceived as scripted and less personal, leading
to a lower level of trust.
Engagement Direct interaction with audiences through comments,
live streams, and social media. Limited interaction, with a one-way communication
flow.
Expertise Specialize in specific gaming genres, offering in-depth
knowledge and insights. Broad focus, often lacking niche expertise.
Personalization Tailor content to audience preferences, making it
more relevant and engaging. Generic content aimed at a wide audience, often
lacking a personal touch.
Transparency Disclose sponsorships and partnerships, adding to
credibility. Promotional content can be less obvious, affecting
perceived honesty.
Product
Demonstration Showcase games in real-time, providing practical
demonstrations of the product. Lack of hands-on demonstrations, offering less
practical insight.
Peer Influence Recommendations feel like advice from a friend or
peer, which is generally more trusted. Seen as corporate-driven and less personal,
impacting the level of trust in recommendations.
Purchasing Influence Directly impacts the audience’s purchasing decisions
due to the established trust and credibility. Influence on purchasing decisions is less direct, often
relying on repeated exposure.
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Importance of Community
in Gaming
In the gaming sector where technology evolves
rapidly and player expectations change regularly,
community building has emerged as a potent
force for gaming companies looking to compete
effectively. As gamers connect across various
platforms and devices, developers and publishers
are focusing not only on selling products but also
on curating immersive experiences that build a
community culture and transcend conventional
transactional relationships. An active community
is essential for organizing and sustaining
competition, significantly boosting a game’s
visibility and popularity.
According to a recent study by game development
company Amber Studio, community-related
touchpoints account for around 54.5% of
players’ motivation (competitiveness, close
recommendations & community engagement) to
continue gameplay. Social media has emerged
as the predominant channel for effective community building, with Facebook, YouTube,
and TikTok being the primary platforms used by
gamers to discuss different facets of gaming and
seek recommendations. Additionally, in-game
community building which happens through guilds
and alliances where players collaborate on quests
and social activities is also playing a pivotal role.
Features such as group chat and shared resources
increase camaraderie and competition, creating a
unique social fabric within the game.
One of the best examples that testify to the efficacy
of this strategy is the success of Monopoly Go! which
became the fastest game ever to hit US$3 billion in
revenue, taking only 15 months to reach that figure.
Its publisher Scopely based its live service strategy
around a continuous flow of simultaneous and
often smaller-scale community-focused events.
Particularly noteworthy were the Partner Events which
encouraged collaboration and teamwork among
friends, delivering high value retention on the back of
low cost per installs (CPIs). Monopoly Go! generated
around US$340 million in revenues through in-app
purchases (IAP) in the first quarter of 2024.
Community
SECTION 3
As gamers connect across
various platforms and devices,
developers and publishers are focusing
not only on selling products but also
on curating immersive experiences
that build a community culture and
transcend conventional transactional
relationships.
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Another example is PUBG Mobile which capitalised
on the success of its large-scale, long-form events
such as the PUBG Mobile x Dragon Ball Super Z event
launched in July 2024. Not only did it have the already
familiar engagement models such as a battle pass
and new cosmetic items, but also a completely new
mode that provided a Dragon Ball IP, while adjusting
gameplay to reflect new partner material. This played
a big role in PUBG Mobile experiencing a 30% and 40%
upside in paying users and daily active users (DAUs)
respectively through the first half of 2024. Game
owner Krafton was able to generate US$4 billion
in revenues for the same period, a 55% increase
compared to the same period in 2023.
The rise of eSports has proven to be another
effective community engagement strategy,
significantly improving a game’s discoverability and popularity. Many popular games now organise
competitive tournaments with the global market
expected to value around US$7.7 billion by 2030.
TABLE 8
Community Management Tools/Platforms by Leading Companies (Selected)
Source: Company Websites
Community Tool Provider Company Services Offered
Discord Discord, Inc. Chat, voice, video communication,
community management
Twitch Amazon Live streaming, community interaction,
monetization
Steam Community Valve Corporation Forums, reviews, workshop, achievements
Guilded Guilded, Inc. Team management, event scheduling,
chat, forums
Reddit (Gaming
Subreddits) Reddit, Inc. Forums, discussions, fan engagement
Game Jolt Game Jolt, Inc. Community building, indie game hosting,
fan interaction
Discourse Civilized Discourse
Const. Forums, community discussions,
moderation tools
Mobalytics Mobalytics, Inc. Player analytics, coaching, competitive
gaming tools
Users
Epic Games, Riot Games, Roblox, Bungie,
Mojang
Blizzard, Ubisoft, CD Projekt Red, Rockstar
Games, Activision
Bethesda, FromSoftware, Capcom,
Electronic Arts, Square Enix
Garena, Hi-Rez Studios, PUBG Corp,
Bandai Namco, Respawn Entertainment
Valve, Bungie, Square Enix, Rockstar
Games, CD Projekt Red
Innersloth, Chucklefish, Yacht Club
Games, Devolver Digital, Team Cherry
Paradox Interactive, Larian Studios,
Obsidian Entertainment, Gearbox, Bungie
Riot Games, TSM, Cloud9, G2 Esports,
Fnatic
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Community Safety
In the 1990s video games moved online from offline,
and games such as Massively Multiplayer Online
Role-Playing Games (MMORPGs) and First-Person
Shooters (FPS), laid the platform for community
interaction. Moderation was largely left to the
players and in-game administrators, who monitored
a few instances of cheating and toxicity.
However, as the scale of these games grew, so
did the instances of misconduct and by the late
1990s community managers were hired to manage
player behaviour and enforce rules. By the 2000s
the emergence of social games and mobile gaming
resulted in a sharp increase in rule-breaking,
harassment, and other toxic behaviours and studios
were forced to implement advanced safety systems
such as in-game reporting tools and dedicated
moderation teams. By the end of the decade, the
moderation function began to be outsourced to
Business Process Outsourcing (BPO) providers, which
meant only companies with large user bases could
afford it.
As online games started to become more socially
integrated and community-oriented, violations
such as bullying, child safety, cheating, and fraud became commonplace, which resulted in the
adoption of advanced automated moderation
tools which were often powered by artificial
intelligence (AI).
The emergence of large gaming platforms with
millions of players led to the formation of dedicated
Player Experience Teams, who act as trust and safety
gatekeepers by handling player complaints and
enforcing community guidelines. They use AI and
machine learning (ML) to analyse large amounts
of data, identify issues proactively, recognize
patterns of disruptive behaviour in real time, and
flag offenders or take automated actions to mitigate
harm. Interestingly, these teams also promote
prosocial behaviour by rewarding positive acts.
With more games having live multiplayer modes
with multimodal inputs, gaming companies are
developing automated detection and actioning
solutions that minimise latency to offer real-
time or near real-time response to violations.
These solutions use technologies such as natural
language processing (text), image recognition
(visuals), and speech-to-text (audio) to create
unified systems that regulate not only in-game
events but also those taking place in related off-
platform communities.
As online games started to become more
socially integrated and community-
oriented, violations such as bullying,
child safety, cheating, and fraud
became commonplace, which resulted
in the adoption of advanced automated
moderation tools which were often
powered by artificial intelligence (AI).
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TABLE 9
Safety Rules and Regulations in Gaming Industry
Rules Authority Objective
Digital Services Act
(DSA) European Union (EU) Enhancing user safety,
ensuring transparent content
moderation and establishing
clear responsibilities for online
platforms
Coverage
Marketplaces, social networks, content-sharing
platforms, internet service providers, app stores,
and Online gaming platforms and multiplayer
video games
Countries in the EU region
Source: Kingston, Company/Organization websites
Online Safety Act
(OSA) UK’s Office of
Communications
(Ofcom) To protect children and adults
from online fraud and abuse Websites, apps, social media services,
consumer file cloud storage and sharing sites,
video-sharing platforms, online forums, dating
services, and online instant messaging services
Mostly in the UK
Children’s Online
Privacy Protection
Act (COPPA) U.S. Federal
Government Protects the privacy of children
under 13 by regulating the
collection and use of their
personal information online. Game developers and platforms must ensure
compliance when creating games or services
that target younger audiences.
Any website or services based in the U.S.
ESRB Ratings Entertainment
Software Rating
Board To help distinguish what games
are suitable for different ages  All formats of electronic games
U.S. , Canada and Mexico
PEGI Ratings Pan European
Games Information
Board To help distinguish what games
are suitable for different ages  All formats of electronic games
The UK, and most of the countries in the
European region
Safe Internet
Practices Initiatives Entertainment
Software Association
(ESA) Educates players on avoiding
scams, phishing, and harmful
interactions in gaming
communities. All formats of electronic games
Global
Rules Platform Objective
Community
Standards Xbox Enforces rules for respectful
behaviour and provides tools to
block/report harmful interactions.
Coverage
All games released in the Xbox platform
Global
Platform Specific Rules
Code of Conduct PlayStation Enforces rules for respectful
behaviour and provides tools to
block/report harmful interactions. All games released in PlayStation platform
Global
Parental Controls Nintendo Enforces rules for respectful
behaviour and provides tools to
block/report harmful interactions. All games released in the Nintendo platform
Global
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The Role of Data in
Publishing and Marketing
One of the first challenges PeopleFun faced after
launching their game Wordscapes was converting
free users to paying users and dealing with low
Average Revenue Per Paying User (ARPPU). The use
of advanced data science techniques revealed that
although the game had a large player base, most
of the revenue was generated by a small group of
players who needed paid assistance to get through
the game stages. PeopleFun used this information to
increase the difficulty curve in different stages which
resulted in more paying customers across varying
levels of difficulty.
The company also used data analytics to make
incremental changes in pricing for popular
items resulting in an increase in in-app Average
Revenue per Daily Active User (ARPDAU) from 2c
to 10c, a 400% increase in daily game revenue. The
publisher re-invested this money back in the game
to increase the monthly active user base from 10
thousand to 2 million while increasing the average
transaction size from US$2.20 to US$4.10.
Another example is Electronic Arts (EA) which
uses telemetry data, tracking every button press,
movement and decision made by players, to
generate insights related to player engagement,
identifying bugs and optimising game balance. The
resultant prediction of player behaviour drives the
development of new game modes and features that
are likely to resonate with players.
The gaming industry is evolving at a rapid pace, with
experiences becoming more complicated, multi-
platform, and immersive than ever before. The ability
to create seamless and real-time personalized
experiences will give companies an advantage
over their competitors. AI-powered data analytics
have emerged as game changers for publishers, especially the smaller ones with legacy systems,
looking to track player behaviour, consolidate data
across platforms, provide high-quality customer
support, automate certain processes, and even
detect fraud.
Data-Driven Success
SECTION 4
The gaming industry is evolving
at a rapid pace, with experiences
becoming more complicated,
multi-platform, and immersive
than ever before. The ability to
create seamless and real-time
personalized experiences will give
companies an advantage over
their competitors.
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Interestingly, the traditional method of batch
processing game data is inadequate in today’s
ultra-competitive gaming industry, with the delay
in data collection and analysis leading to missed
opportunities. Therefore, gaming companies are
resorting to real-time big data analytics which
enables them to optimize gameplay, make quick
LiveOps decisions, and adopt an overall proactive
approach towards retaining players.
These real-time tools also allow non-player
characters (NPCs) to evolve and react based on
player actions and preferences, thus creating
unique experiences. A good example of this is the
experimental, narrative-driven game “EcoEcho”,
which deploys AI-powered NPCs that can interpret
the player’s input in real-time. Below are other few
examples of game developers and publishers using
gaming analytics:
Electronic Arts
Uses telemetry data which involves tracking every
button press, movement, and player decision,
to enable a deeper understanding of player
engagement, identifying bugs, and optimize
game balance. The company also uses machine learning (ML) algorithms to predict player
behaviour, laying the foundation for new game
modes and features that are likely to attract new
and existing players.
Valve
The parent company of gaming platform Steam,
uses data analytics (gameplay data) to power
its Anti-Cheat (VAC) system. The VAC system
uses ML models to identify cheating patterns and
automatically ban guilty players. Additionally, it also
protects player accounts and financial transactions
by tracking login patterns, purchase behaviour, and
other account activities.
Ubisoft
The producer of games such as Assassin’s Creed
and Far Cry, Ubisoft uses clustering algorithms to
identify players that are at risk of leaving and target
them with personalized retention campaigns. These
include exclusive in-game rewards, personalized
communication, and special events for high-value
players. Moreover, the company uses A/B testing
and other analytical techniques to measure the
effectiveness of its player retention strategies.
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Source: Company Websites
TABLE 10
Data Analytics: Leading Providers (Selected)
Tool Name Provider Company Services Offered
Adjust Adjust Mobile app analytics, user acquisition tracking, Fraud
prevention, cohort analysis, real-time reporting
Users
Supercell, Zynga, EA
Flurry Analytics Yahoo Mobile app analytics, user engagement tracking, User
segmentation, retention analysis, funnel tracking Gameloft, King, Rovio
GameAnalytics GameAnalytics Game performance analytics, user behaviour tracking,
Real-time insights, A/B testing, custom dashboards Supercell, Rovio, King, Ubisoft,
Playtika
GameSparks Amazon Web
Services Backend services, analytics, social features, Custom
cloud code, real-time multiplayer features Square Enix, Bandai Namco,
Ubisoft, Konami, Sega
Kochava Kochava Mobile attribution, analytics, and audience
insights, Real-time data, fraud detection, audience
segmentation Zynga, Glu Mobile, EA, King,
Ubisoft
Mixpanel Mixpanel Product analytics, user engagement tracking, Funnel
analysis, cohort analysis, A/B testing Uber, Airbnb, Instacart, Slack,
DoorDash
PlayFab Microsoft LiveOps, player data management, monetization
tools, Real-time analytics, economy management,
matchmaking Wizards of the Coast, Rare,
Bandai Namco, Capcom,
Square Enix
Unity Analytics Unity Technologies Player engagement analytics, monetization insights,
Cross-platform support, real-time data, funnel
analysis Tencent, Zynga, EA, Ubisoft,
Square Enix
King Digital Entertainment
Makers of the famous Candy Crush Saga, King
Digital Entertainment used data analytics to pinpoint
the reason behind players dropping off the game
at level 65. The team found the gameplay element
responsible for users dropping out and eliminated it
to improve player retention rates.
Crystal Dynamics
The developers of Tomb Raider: Underworld
analysed telemetry data from over 1.5 million
players, identifying four player archetypes: runners,
solvers, pacifists, and veterans. Other key findings
included predicting game completion with 76.7%
accuracy based on early behaviour, identifying in-game locations predictive of performance
and retention, and deciphering player archetype
evolution during gameplay.
Epic Games (Fortnite)
The popularity of Fortnite has resulted in the parent
company Epic Games processing 92 million events
a minute, with its data growing by 2 petabytes
a month. To optimize the use of this amount of
data, the company has built its analytics system
entirely on the AWS platform and uses ML tools
such as Amazon SageMaker. This enables them to
analyze player behaviour and game performance
in real time and undertake tasks such as balancing
weapons and gameplay mechanics and identifying
and fixing bugs.
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Live Service Games
The gaming industry is currently witnessing a large-
scale strategic shift from AAA game development
to LSG, also known as Games-as-a-Service (GaaS)
gaming. Unlike conventional game models that
generate revenues through one-time sales and paid
downloadable content (DLC), LSG focuses on player
engagement and retention through additional
content releases, feature updates, and gameplay
enhancements. According to a 2023 study by Griffin
Gaming Partners and Rendered VC, around 95% of
the studios are currently either working on or intend
to release a live-services title.
The global live service gaming (LSG) market is
expected to value US$12.3 billion in 2025 and
increase at a compound annual growth rate (CAGR)
of 8.8%, to reach around US$18.7 billion by 2030.
The success of live service games is intrinsically
tied to the platforms and marketplaces that enable
them. Valve’s Steam revolutionized the industry
by providing a one-stop platform for purchasing,
playing, and discussing games, fostering a robust community of players and modders. However,
competitors like GOG and the Epic Games Store
have emerged to challenge its dominance.
Epic Games Store, in particular, has focused on
retaining as much of the commercial marketplace
as possible, bypassing traditional third-party
publishing platforms. With over 270 million users,
75 million monthly active users, and US$950 million
in player spending in 2023, Epic demonstrates how
marketplaces can evolve to meet the demands of
live service gaming by providing developers with
better revenue splits and exclusivity incentives.
The industry’s growth has also attracted major
technology and media companies, highlighting
the potential of IP collaborations and transmedia
opportunities in live service gaming. For instance,
Microsoft’s US$70 billion acquisition of Activision
Blizzard underscores the value of gaming as
a strategic priority, with the deal outpacing
the valuations of major Hollywood players like
Lionsgate, Warner Bros. Discovery, and
Paramount Global.
Revenue Streams and
Business Models
SECTION 5
Source: AgileIntel
FIGURE 8
Global Live Service Gaming Market in US$ billions, 2025-2030
2025
12.3
2026
13.2
2027
14.2
2028
15.4
2029
17.3
2030
18.7
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Live service games like Fortnite have leveraged
transmedia opportunities to integrate popular
franchises such as Marvel and Star Wars, creating
immersive, cross-platform experiences that appeal
to both gamers and fans of other entertainment
mediums. These partnerships not only enhance
player engagement but also serve as powerful tools
for cross-media storytelling and revenue generation,
making them a critical component of the future of LSG.
For game studios, live service games represent an
opportunity to create enduring franchises that drive
recurring revenue, foster long-term player loyalty,
and extend the lifecycle of their products. However,
achieving success requires navigating rising
development costs, delivering seamless gameplay
experiences, and standing out in an increasingly
saturated market. The path forward lies in expanding
player demographics, embracing new monetization
models, and leveraging technologies like AI to improve
efficiencies. Studios that can innovate in these
areas, while continuing to build partnerships with IP
holders and media companies, will be well-positioned
to thrive in this competitive yet rewarding landscape.
Boxed Games/One-time
Purchase Model
The one-time purchase model, where consumers
pay upfront for a game without ongoing fees or
microtransactions, remains relevant in the gaming
industry despite the rise of subscription services,
live-service games, and microtransaction-based models. The narrative-driven titles such as The Last
of Us Part II, God of War, and Red Dead Redemption
2 emphasize storytelling, immersion, and world-
building, offering complete and self-contained
experiences that justify their one-time cost.
These games reflect the artistic vision of developers,
free from monetization mechanics like loot boxes
or pay-to-win elements while delivering significant
replay value through expansive worlds and deep
storylines. The one-time purchase model appeals
to players seeking full, uninterrupted experiences,
avoiding monetization fatigue and fostering trust.
Studios like Naughty Dog, Santa Monica Studio, and
Rockstar Games have built strong brand loyalty by
consistently delivering premium, high-quality titles.
Economics of the one-time
purchase model
One-time purchase games often involve high
development costs, with titles like Red Dead Redemption
2 reportedly costing around US$500 million, including
marketing. Revenues primarily rely on strong launch
sales: Red Dead Redemption 2 clocked US$725 million in
revenues within the first three days of release, The Last of
Us Part II sold over 4 million copies in three days, and God
of War sold over 5 million in its first month.
These games maintain relevance through word-
of-mouth and critical acclaim, remastered (“Game
of the Year” editions), discounted re-releases, or
inclusion in subscription services like PlayStation Plus
or Xbox Game Pass long after the initial release.
However, a failed one-time purchase game can
lead to significant financial losses. Unlike live-
service games, there’s no ongoing revenue to offset
a poor launch. In addition, increasing competition
from subscription services like Xbox Game Pass,
challenges the model by offering numerous games
for a low monthly fee. Therefore, the global market
for boxed games is expected to grow only marginally
from US$11.1 billion in 2025 to US$11.4 billion by 2030.
Live service games like Fortnite
have leveraged transmedia
opportunities to integrate popular
franchises such as Marvel and
Star Wars, creating immersive,
cross-platform experiences that
appeal to both gamers and fans of
other entertainment mediums.
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Sustainability
The one-time purchase model remains sustainable
for studios that can consistently deliver high-quality
blockbuster titles. However, studios are finding ways
to adapt and supplement their revenue streams.
Downloadable Content (DLC) and Expansions:
Games like The Witcher 3 and Horizon Zero Dawn use
one-time purchase pricing but offer optional DLC
expansions post-launch to extend revenue.
Remasters and Sequels: Titles like The Last of Us
Part I (Remake) and God of War Ragnarök build on
the success of their predecessors to launch sequels
and remastered versions, leveraging existing fan
bases and assets. Subscription Services: Studios can release
their games on platforms like PlayStation Plus or
Xbox Game Pass after the initial sales window
passes, ensuring upfront revenues aren’t
cannibalized while still benefiting from recurring
subscription payments.
Transmedia Opportunities: Franchises like The
Last of Us have expanded into TV adaptations
further increasing the profitability and relevance of
their one-time purchase games.
The global boxed games market is expected
to value US$11.1 billion in 2025 and increase at a
compound annual growth rate (CAGR) of 0.5%, to
reach around US$11.4 billion by 2030.
The one-time purchase model, where consumers pay upfront for a game
without ongoing fees or microtransactions, remains relevant in the gamin\
g
industry despite the rise of subscription services, live-service games, \
and
microtransaction-based models. The narrative-driven titles such as The L\
ast
of Us Part II, God of War, and Red Dead Redemption 2 emphasize storytell\
ing,
immersion, and world-building, offering complete and self-contained
experiences that justify their one-time cost.
Source: AgileIntel
FIGURE 9
Global Live Service Gaming Market in US$ billions, 2025-2030
2019
36
2020
50
2021
49
2022
52
2023
71
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Subscription Models
According to a study by data insights company
MiDIA Research, there were over 180 million active
game subscriptions globally in 2023, up from about
171 million in 2022 – this number is expected to
increase to over 318 million by 2030. Another study
by consulting company Simon-Kucher found that
more than 70 percent of gamers report playing
more when buying a gaming subscription. Despite
the growing popularity of free-to-play titles that
operate on a games-as-a-service (GaaS) model,
the subscription model is holding its own in a highly
competitive gaming industry.
For players, a subscription model provides a
cost-effective way to access a large library of
games. This is especially true for casual gamers
who enjoy sampling different titles without a large
commitment. Additionally, subscriptions are often
accompanied by additional perks such as exclusive
content, early access to new releases, and discounts
on in-game purchase, making the model attractive
to gamers. The growth of cloud gaming has proved
to be a game changer for this model, as it mitigates
the need for expensive hardware upgrades,
reducing the barrier to entry for high-end gaming. For developers, this model provides a steady
and predictable source of revenue, and fosters
player engagement and loyalty, as gamers are
more likely to continue playing and spending
within a subscription-based ecosystem. It also
allows them to monetise older or lesser-played
titles by packaging them into bundles for a
monthly fee. Even though, this particular offering
remains a small proportion of the industry’s
revenue, studios are looking to capture a
larger share of the market by going all-in on
subscriptions. According to an article published
in the BBC online portal, the rise of subscription
packages has reduced the monthly subscription
charges from a range of US$50 – US$$70 to
between US$10 and US$20.
The global subscription-based gaming market
is expected to value US$12.1 billion in 2025 and
increase at a compound annual growth rate
(CAGR) of 12.2%, to reach around US$21.6 billion
by 2030. It is dominated by Microsoft’s Xbox and
Sony’s PlayStation. In 2024, the combined
installed base for the Xbox Series S and X, along
with the PlayStation 5 exceeded 110 million units,
with PlayStation contributing 67.3 million units to
this total.
Source: AgileIntel
FIGURE 10
Global Game Subscription Market in US$ billions, 2025-2030
2025
12.1
2026
13.9
2027
15.5
2028
17.3
2029
19.3
2030
21.6
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FIGURE 11
PlayStation vs. Xbox: Installed Base and Revenue Share
Source: Company Websites
TABLE 11
Comparisons of Leading Subscription Service Providers
Parameters Xbox Game Pass PlayStation Now
Key features Offers a rotating catalogue of games, including first-
party releases on launch day.
It spans console, PC, and cloud gaming. Initially focused on streaming, later allowing
downloads for select titles.
Includes classic games and modern releases under
its revamped offering.
Strengths Microsoft’s strategy of including major titles like Halo
Infinite and Starfield on day one enhances value for
subscribers.
Cloud compatibility expands access to gamers
without high-end hardware. Sony leverages its vast library of iconic exclusives
(e.g., God of War, The Last of Us).
The inclusion of older titles appeals to long-time
PlayStation fans.
Challenges The service’s profitability depends on maintaining
a high subscriber base, which requires continuous
investment in exclusive, high-quality content. Unlike Game Pass, Sony does not typically offer
first-party games on release day, which may limit its
appeal to some players.
Tiers/Pricing Xbox Network (Free)
Xbox Game Pass Core (US$10/month or US$60/year)
Xbox Game Pass Standard (US$15/month)
Xbox Game Pass for PC (US$12/month)
Xbox Game Pass Ultimate (US$20/month) PlayStation Plus Essential (US$10/month or US$80/
year)
PlayStation Plus Extra (US$15/month or US$135 per
year)
PlayStation Plus Premium (US$18/month or
US$160year)
Partner Memberships Riot Games and EA Play (Game Pass Ultimate or PC) Ubisoft+ Classics (PS Plus Extra or Premium)
Source:
Ampere Analysis, Push Square, DFC Intelligence
Xbox Playstation
Installed base in million units Revenue share, 2023-2024
2020
3.9 5.0 2021
13.5 17.9
2022
23.7
33.5
2023
21.0
46.6
2024 44.3
67.3
37%
63%
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Streaming
Media rights
Team Merchandize
Evnt Merchhandize
In-game Cosmetics
Arena Events and Finals
Online Tickets and Virtual Access
Fan Zones and
Premium Experiences
Esports
The global Esports market has transformed from
niche gaming competitions in just a few pockets,
to a globally thriving industry, attracting significant
viewership and revenues. Global revenues are
expected to increase from US$3 billion in 2025 to
US$7.7 billion in 2030. Sponsorships account for the
largest share, followed by streaming and media
rights, ticket sales, and merchandise. This diversity
of revenue opportunities reflects the innovative,
agile infrastructure and passionate user base
underpinning the eSports market — strengths that
are coupled with a frontier mindset and a relative
lack of industry regulation.
The League of Legends World Championship is a
good example of a successful eSports tournament
generating large revenues. In 2023, the event
witnessed over 140 million viewers and generated
around US$33 million in revenues from ticket sales,
merchandise, and sponsorships.
FIGURE 12
Esports Monetization Models
Source: AgileIntel
Esports Monetization
SPONSORSHIPS MERCHANDIZE TICKET SALES STREAMING & MEDIA RIGHTS
Tournament
Sponsorships
Team Sponsorships
In-gaame
Advertising
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7% 7% 7% 7% 7% 7%
FIGURE 13
Global Esports Market in US$ billions, 2025-2030
Note: The rest of the World includes Countries from South America, the Middle \
East, and Africa
Source: AgileIntel
Source: Company Websites
FIGURE 14
Prize Money for Leading eSports Games Worldwide in US$ millions
2025
3.0
2026
3.9
2027
4.6
2028
5.4
2029
6.4
2030
7.7
27% 28% 29% 30% 30% 30%
58% 56% 56% 55% 55% 55%
8% 8% 8% 8% 8% 8%
Sponsorships
Streaming & media rights Ticket Sales
Merchandise
2020 2021202220232024
10.1
Dota 2
Counter-Strike PUBG Mobile Fortnite
Arena of Valor PUBG
League of Legends Overwatch 48.0 32.9 30.8 22.8
16.0 21.5 16.4 15.2 21.6
8.9 21.9 23.6 21.2 16.3
13.1 22.3 17.3 19.7 12.9
10.2 17.9 31.4 19.2
6.7 16.3 8.5 7.6
8.7 8.3 8.0 7.7
6.8 5.7 5.7 4.8
6.8
9.2
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Sponsorships remain the most lucrative
monetisation strategy
Brands are increasingly recognising the value of
collaborating with eSports tournaments to connect
with the young and tech-savvy demographic they
attract. The inaugural 2024 Esports World Cup held
in Saudi Arabia attracted sponsorships from 27
brands including those endemic to the gaming
industry and those that are not. The list included
Huawei, LG UltraGear, Bayes Esports, Grid Esports,
Sportfive, Level Infinite (owned by Tencent), Adidas,
KitKat, Pepsi, TikTok, Amazon, and Son. Another good
example of this burgeoning trend is Red Bull’s US$100
million (now defunct) partnership with TSM eSports
which allowed the latter company to invest in player
development and content creation while giving the
energy drink maker access to TSM’s large fanbase.
Auto major Mercedes-Benz has been involved in
eSports since 2022, and has sponsored teams such as T1 and SK Telecom, and the Intel Extreme Masters,
one of the longest-running eSports tournaments.
Global revenues from eSports sponsorships are
expected to increase from US$1.8 billion in 2025 to
US$4.2 billion in 2030.
FIGURE 15
Video Streaming Quarterly Hours Watched, 2020-2024
Source: StreamLabs, StreamHatchet
Hours Watched (Billions)
Q1-19
6
Twitch YouTube Gaming Facebook Gaming Kick
AfreecaTV
4
3
2
1
0
7
5
Q2-19
Q3-19
Q4-19
Q1-20
Q2-20
Q3-20
Q4-20
Q1-21
Q2-21
Q3-21
Q4-21
Q1-22
Q2-22
Q3-22
Q4-22
Q1-23
Q2-23
Q3-23
Q4-23
Q1-24
Q2-24
Q3-24
Q4-24
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Streaming and media rights is expected to be the
fastest growing category
Just as is the case for traditional sports, media rights
are a substantial source of revenue for eSports. This
category is estimated to be the fastest-growing
between 2025 and 2030, with the global market
increasing from US$0.8 billion to US$2.3 billion, at a
CAGR of 22.6%. Platforms such as Twitch, YouTube,
and Huya Live allow gaming fans to forge a deeper
connection to teams, players and influencers,
thereby creating a sense of ownership that is unique
compared to other entertainment and sports sectors.
Interestingly, traditional media companies are looking
to make inroads in the market, as eSports publishers
look for audience growth and higher income
from rights licensing. For now, though, Twitch and
YouTube have capitalized on network effects, built
and optimized their infrastructure and ecosystem,
and elbowed out most of the competition.
Merchandising
Merchandise offerings for eSports companies
typically fall under two categories: drops and clothing
lines. Drops include limited edition pieces that create
high-revenue opportunities due to collaborations
with well-established brands. For example, American
eSports company FazeClan earned US$2.5 million
in 24 hours from just two fashion ‘drops’ in 2020,
and over US$40 million from overall merchandise
sales alone in 2023. Other examples of successful
‘drops’ are a Fnatic x Gucci watch, a Mkers x Armani
Exchange jersey, a Team Liquid x Tokidoki collection,
and a Cloud9 x PUMA collection. On the other hand
clothing lines in the form of apparel, collectibles, and
digital products are fast becoming a vital revenue
stream for eSports companies. The top eSports
clothing brands include mainstream sportswear
companies such as Adidas, Nike, Puma, Hummel,
H&M, Under Armour, JD Sports, Champion, FILA, and
Kappa. High-end luxury brands such as Louis Vuitton,
Gucci, Burberry, Ralph Lauren, Armani Exchange, Dior,
and Bulgari, are also making a foray into this market. Ticket Sales
Ticket sales from live events represent a small but
growing revenue stream in eSports, with major
tournaments attracting thousands of fans to iconic
venues. The ESL One Hamburg Dota 2 tournament
exemplified the earning potential of such events,
generating over US$5 million in 2023 from ticket
sales, merchandise, and streaming rights, with
15,000 on-site attendees and millions of online
viewers. Another example is the national invitation
eSports tournament that was held at the Hangzhou
Esports Centre in China in May 2023. The venue was
filled to 98 percent capacity. According to Newzoo,
the global esports audience is projected to exceed
640 million by 2025, underscoring the growing
significance of the industry.
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Hybrid Models
The adoption of hybrid revenue models has become
a key strategy in the gaming industry, allowing
publishers to maximize their earnings while catering
to diverse player preferences. By blending various
monetization methods such as free-to-play, in-
game purchases, subscriptions, premium cosmetic
items, events, and sponsorships, game publishers
can create sustainable revenue streams that appeal
to different segments of their audience. Games like Warframe, Path of Exile, and Brawlhalla are good
examples of how combining multiple revenue
models can optimize earnings.
AI is playing an increasingly vital role in optimizing
monetization strategies within the gaming industry.
By analysing player behaviour and engagement
patterns, AI can predict the most effective times
to display ads or present in-app purchase
opportunities. This approach not only boosts
revenue generation but also ensures a smoother,
more tailored user experience.
FIGURE 16
Revenue Streams for Game Publishing Industry
Source: AgileIntel
Upfront Payment Model
One-Time purchase
Charge a flat fee to download/purchase this game
Used by big games like Grand Theft Auto (GTA)
Subscription
Games charge a periodic small fee
Used mostly by video games which are
multiplayer and played online
Upfront Payment Model
Season passes, cosmetic microtransactions, in-
app advertising
Gameplay enhancements
Hybrid Model
Free-to-Play or One-time Purchase
Subscriptions
Live Service Gaming
plus
In-app advertising
In-game purchases /
microtransactions
Buy coins or flat fee for ads free
experience
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A good example of a successful hybrid monetisation
strategy is Archero, a game developed by Singapore-
based Habby. The game’s in-app purchases (IAP)
strategy focuses on gems – its hard currency that
allows players to use them for various purposes such
as revival, more energy, buying coins, daily packs, loot
boxes, and outfits. Interestingly, the purchase options
get more diverse depending on how long the players
play the game. To be less intrusive, the game uses
occasional IAP pop-ups at times when players are not
in gameplay, but are just exploring and upgrading.
Moreover, the company has ensured that these pop-
ups always bring more value than standard offers.
Archero also offers six unique rewarded video ad
placements, giving the players the smallest pack of
coins (in-game store), opening a loot box (in-game
store), more energy (in-game store), the smallest
daily pack (in-game store), extra spin on a lucky
wheel (gameplay), and the revive option (gameplay). Lastly, the game offers a battle pass subscription
in two versions: free and paid. According to data
released by Sensor Tower, this subscription is
currently Archero’s best-selling offer among iOS
players in the U.S. What makes it particularly valuable
is that even though the paid version is priced at
US$4.99, it delivers value to the tune of US$150.
Players are able to access the battle pass as soon as
they reach chapter 2, stage 26, which drives player
engagement over the long term.
Source: Company Websites
TABLE 12
Hybrid Models Used in Selected Games and Platforms
Hybrid Model Game Description
One-Time Purchase +
Live Service + In-game
purchase Destiny 2 (Bungie) Initially launched as a one-time purchase but transitioned to a live ser\
vice
model, offering expansions and seasonal content, and in-game purchases t\
o
keep players engaged and spending.
Free-to-play access +
In-game purchase Fortnite (Epic Games) Epic Games combined free-to-play access for its Fortnite game with in-ga\
me
purchases and seasonal events, creating a highly profitable hybrid model\

One-Time Purchase +
Live Service + In-game
purchase Rainbow Six Siege
(Ubisoft) Rainbow Six Siege employs a hybrid approach by offering a base game for \
purchase while continuously releasing new content and operators through \
seasonal updates and in-game purchases.
Esports + Live Service League of Legends
(Riot Games) Offers free access to the game while generating revenue through in-game \
purchases and sponsorships from esports events.
Successful in driving player engagement and also attracts significant
sponsorship revenue.
Subscription + Live
Service Xbox Game Pass
(Microsoft) Combines a subscription model with access to a library of games, includi\
ng live
service titles that receive regular updates.
Encourages players to subscribe for ongoing content while also allowing \
publishers to monetize individual games through in-game purchases.
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Publishing as a Service
Over the last few years, the gaming industry has
faced many challenges such as high development
costs, increasing interest rates, growing consumer
expectations, modest growth in overall consumer
spending, and a more cautious approach by
investors. All these factors mean that developers
and publishers are now focusing on optimising
production costs while maintaining quality levels.
This has required them to adopt a flexible approach,
which has made room for companies that operate
on a publishing-as-a-service model. These vendors
are typically marketing and PR firms that have
broadened their scope of offerings to include
release management, store-page setup, business
development, social media handling, trailer editing,
and strategic marketing in addition to the basic
functions of marketing and PR. They typically make
use of video-game distribution platforms such as
Steam, Epic Games Store, and Itch.io, and usually
display loyalty towards one of these.
Canadian company Popagenda is a good
example of this burgeoning trend. The company
is well positioned to offer end-to-end publishing
services by virtue of its existing PR-focused relationships with games such as Cuphead,
Grindstone, Landfall, Ooblets, and the Playdate.
What stands out in Popagenda’s offerings is
its focus on release management in which it
coordinates with quality assurance teams and
porting studios to ship on console and other
platforms. Therefore, it takes on a lot of the heavy
lifting tasks that were previously dominated by
large-scale publishers, without the aggressive
cuts that have previously been a part of many
developer-publisher deals. This means that
developers can get their games published at more
or less the same standard as large publishers, and
also get to keep a large portion of the revenue pie.
Scotland-based Neonhive is another PR and
marketing company that decided to pivot to a
publishing-as-a-service model in early 2024. Its first
assignments were Villainous Games Studio’s Harvest
Hunt and Byteparrot’s Slopecrashers. According to
the agency’s founder Korina Abbott, the company
is looking to work on all titles except the ones
that involve non-fungible tokens (NFTs), web3, or
cryptocurrency, along with games that use AI for art,
voice work, or sound design. Neonhive also prefers
using Steam to distribute games, simply because of
its vast experience with the platform.
Software and Services
SECTION 6
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Design Studios
The significance of visual elements in the modern
gaming industry cannot be overstressed. Not
only do well-crafted graphics that include sound
effects, motion graphics, music, and animation,
have a positive first impact, they also go a long
way in creating a gratifying and immersive gaming
experience. They also enhance a game’s navigational
aspects, making menus, icons, and controls intuitive and fun. This results in a fluid gaming experience
saving gamers from unnecessary time wasted in
handing operational mechanics.
Therefore, developers are now prioritising the creation
of easily navigable, and aesthetically pleasing game
interfaces. Interestingly, a big part of a developer’s
graphical refinement strategy includes collaborations
with players across various disciplines such as
typography, photography, and illustration.
Source: Company Websites
TABLE 13
Design Studios: Leading Companies (Selected)
Tool Name Provider Company Services Offered
Adobe Animate Adobe Animation software, interactive content creation, Vector
graphics, timeline-based animation, HTML5 export
Services Offered
Angry Birds, The Simpsons,
Disney games, Flash games
Amazon
Lumberyard Amazon Game engine, cloud integration, Twitch integration, Free
to use, deep Twitch integration, multiplayer support New World, Breakaway, The
Grand Tour Game
Blender Blender Foundation 3D modeling, animation, rendering, Open-source,
extensive community, real-time rendering Yo Frankie!, Sintel, Spring,
Agent 327, Tears of Steel
Cocos2d-x Cocos Technologies 2D game engine, cross-platform development,
Lightweight, open-source, easy-to-use Angry Birds 2, Clash of
Kings, Dragon City, Plants vs.
Zombies, 2048
Construct 3 Scirra 2D game development, HTML5 support, Visual scripting,
real-time preview, multiplayer support The Next Penelope,
Treadnauts, 2048, The
Escapists, A Short Hike
CryEngine Crytek Game engine, 3D rendering, physics simulation, Real-
time lighting, advanced AI, terrain editing Crysis, Warface, Hunt:
Showdown, Kingdom Come,
Evolve
GameMaker
Studio 2 YoYo Games 2D game development, drag-and-drop interface, User-
friendly, built-in physics, cross-platform export Hyper Light Drifter, Katana
Zero, Spelunky, Risk of Rain,
Axiom Verge
Godot Engine Community-driven Open-source game engine, 2D/3D support, Lightweight,
flexible scene system, visual scripting Deponia, RPG in a Box, 3D
Game Kit, The Interactive
Adventures of Dog Mendonça
Unity Unity Technologies Game engine, 2D/3D development, AR/VR support,
Cross-platform support, asset store, real-time rendering EA, Ubisoft, Nintendo, Square
Enix, Tencent
Unreal Engine Epic Games Game engine, photorealistic rendering, VR support, High-
fidelity graphics, Blueprint visual scripting Fortnite, PUBG, Street Fighter,
Final Fantasy, Gears of War
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The gaming industry is at an inflection point marked
by rapid technological advancements, evolving
consumer expectations, and an increasingly
democratised development and publishing
landscape. This report has highlighted several
critical aspects shaping the future of game
publishing and development and underscores
the importance of adaptability and innovation for
sustained success.
The developer-publisher relationship is shifting
from dependence to collaboration
The relationship between game developers
and publishers is evolving rapidly. Traditionally,
developers have taken care of the creative side of
game development, while publishers have focused
on the finance and distribution side. However, the
rise of alternative funding avenues, technological
disruptions, and new distribution platforms, are
blurring the boundaries. Developers now have more
independence and creative freedom to create and
publish games without the interference of large
publishers. On the other hand, publishers are trying
to carve a niche for themselves in an increasingly
crowded market by focusing on big-budget titles
and those with globally recognised IPs.
The rapid digitalisation of gaming is impacting
marketing strategies
With the dawn of the digital era, the role of
publishers has shifted to managing digital rights,
securing premium placements on digital storefronts
like Steam, and developing other digital marketing
strategies. Social media platforms, streaming
services, and influencer-driven content have
become central to marketing efforts, enabling
real-time engagement with players. Partnerships
with influencers and streamers have proven to be
particularly impactful. Moreover, gaming studios
are increasingly forging alliances with technology companies, brands, and other gaming companies,
to strengthen their offerings, reduce development
costs, attract new players, and enhance visibility.
Fostering communities: the key to extending a
game’s lifecycle
Community engagement has become a
cornerstone of gaming success, fostering
loyalty and extending a game’s lifecycle. Active
communities, whether through in-game guilds,
alliances, or social media interactions, encourage
collaboration, competition, and camaraderie.
However, this burgeoning trend necessitates robust
measures to ensure safety and inclusivity. Publishers
are prioritising the integration of moderation tools,
inclusive environments, and proactive measures
to address toxicity. Modern trust and safety
systems powered by AI and machine learning
are instrumental in mitigating toxicity, fraud, and
harassment while promoting prosocial behaviour.
Conclusion
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Data analytics technologies are expected to drive
the next wave of growth in the gaming industry
Data analytics has become a vital tool for refining
game publishing and marketing strategies. By
tracking player behaviours, preferences, and
spending patterns, companies can make informed
decisions on user acquisition, retention, and
monetization. The integration of data analytics
into every stage of game development and
publishing ensures that companies remain agile
and responsive to shifting market dynamics. The
ability to harness data effectively is becoming a key
differentiator in the competitive gaming landscape.
Diversification of revenue streams emerging as a
key sustenance and growth strategy in an ultra-
competitive market
Diversifying revenue streams is essential for
sustaining growth in a competitive gaming market.
Live Service Games (LSGs) have revolutionized
the industry by emphasizing ongoing content
updates and player retention over one-time sales.
Subscription services, such as Xbox Game Pass, offer
steady income streams while broadening access to
games for players. Meanwhile, eSports has emerged
as a lucrative avenue, monetizing competitive
gaming through sponsorships, merchandise sales,
and ticketed events. Combining multiple revenue
models—whether through in-app purchases,
downloadable content, or subscriptions enables
studios to optimize earnings while catering to
diverse player segments.
Software and services emerging as key enablers
for smaller developers
Developers and publishers are now focusing on
optimising production costs while maintaining
quality levels. This has required them to adopt
a flexible approach, which has made room for
companies that operate on a publishing-as-
a-service model. These vendors are typically marketing and PR firms that have broadened
their scope of offerings to include release
management, store-page setup, business
development, social media handling, trailer
editing, and strategic marketing in addition to the
basic functions of marketing and PR. Moreover,
rising consumer expectations in an overcrowded
market have highlighted the need for developers
to stand out, with advanced visualisation emerging
as a key differentiator. Therefore developers are
prioritising the creation of easily navigable, and
aesthetically pleasing game interfaces to create a
fluid gaming experience.
FINAL THOUGHT:
The key to success lies in adaptability
and innovation
The gaming industry’s future lies in its
ability to adapt and innovate. From
empowering indie developers with self-
publishing tools to forging strategic
partnerships and leveraging data-driven
insights, the industry is undergoing a
profound transformation. Success in this
competitive landscape requires a delicate
balance between creativity, technological
prowess, and community-building. As
gaming continues to blur the boundaries
between entertainment, technology, and
culture, its potential for growth and impact
remains boundless. By embracing change
and prioritizing player-centric strategies,
the industry can chart a path toward
sustainable, inclusive, and immersive
gaming experiences for years to come.
Book Online
The Global State of Game Publishing and Marketing 2025 Industry Report
41

On 9-10 September, in London at the Novotel London West, the Game Publishing and
Marketing Summit makes its debut as the only event dedicated exclusively to tackling the multi-platform challenges of game publishing and marketing.
Bringing together experts from AAA studios, indie developers, and industry-leading publishers, this transformative summit offers you the opportunity to discover new strategies and advance your position in the industry. Explore best-practices for
balancing publisher developer dynamics, cross-platform expansion, naviga\
ting
self-publishing, and breaking through the noise in an overpopulated marketplace.
Don’t miss your chance to take part in the first-ever Game Publishing\
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BOOK ONLINE
9 – 10 September 2025
Novotel London West, London, UK
Evgeniy Shukin
Publishing Director
Wargaming
André Persson
Chief Marketing Officer Starbreeze
Entertainment
Guillaume
Rambourg
Head of European
Publishing, Apex Legend,
Electronic Arts (Respawn Entertainment)
Max Métral
Go-to-Market
Analytics Director
Activision Blizzard
Edd Newby- Robson
Head of Marketing,
Avalanche Studios Group

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