Europe spends less on games than North America

A new report compares how much players spend on video games in Europe and North America, showing clear regional differences.

Europe spends less on games than North America according to Newzoo

A Newzoo and Tebex report lays out two big gaps in gaming spending. North American players spend about $325 a year on gaming, while European players spend around $125. Western Europe leads Europe with roughly $170 per person and Eastern Europe trails at about $52. The UK is not broken out in the report, but experts say British spending often tracks closer to the US than to continental Europe. The global games market is expected to reach $189 billion in 2025, with North America accounting for about 28% of that total and Europe about 18%.

The report also shows how money flows inside each region. In North America, 34% of players buy exclusive content and 29% spend on personalization. Europeans, by contrast, tend to chase deals and bundles, with 28% prioritizing discounts. Across both regions, most money goes to in game currencies and content packs (27% in America, 21% in Europe), followed by subscription services. Despite Europe and North America making up only about 20% of players worldwide, together they account for about 46% of global gaming spending. The numbers suggest different monetization strategies work in different regions and that the market still grows overall, even as regional growth rates diverge.

The data paint a simple map of appetite. In Europe, value and promotions drive spending more than pure prestige or exclusives, a pattern that could reward publishers who bundle content and offer affordable options. In North America, a willingness to pay for unique content and customization keeps average spend higher, signaling a preference for personalized gaming experiences. The split between Western and Eastern Europe highlights how income, pricing, and promotions matter across borders within the same continent. For developers, this means tailoring monetization to regional tastes rather than applying a single global model.

These trends also carry risks. If publishers overemphasize discounts in Europe, they may erode perceived value and hurt long term revenue. If North American players keep buying to unlock content, a narrow focus on paywalls could alienate casual players. The broader market is growing, but the pace of payer growth varies. As the report notes, the Western European market is expanding more slowly than the US market, which could influence investment decisions and pricing strategies in the near term.

Highlights

Market habits keep shifting as prices, bundles, and content goals evolve.