The U.S. Video Game Market: Why Brands Can’t Ignore It
The U.S. video game market is one of the most powerful and engaging entertainment ecosystems in the world, generating $58.7 billion in consumer spending, according to Circana. Despite a slight year-over-year decline driven by softer hardware sales, the market is more than twice its size a decade ago, highlighting gaming’s long-term growth and resilience.
The majority of spending continues to come from video game content, totaling approximately $50.6 billion, fueled by digital downloads, live-service games, subscriptions, DLC, and in-game purchases. As console life cycles extend and consumers prioritize digital experiences, gaming has evolved into an always-on platform spanning mobile, console, PC, cloud, and emerging formats.
Gaming is now firmly embedded in everyday life, with 71% of U.S. consumers playing video games across multiple devices. Mobile gaming leads in reach and frequency, making it one of the most consistent daily touchpoints available to brands. Unlike traditional media, gaming environments are immersive and opt-in, delivering high attention and intentional engagement that brands struggle to achieve elsewhere.
For brands navigating a fragmented media landscape, gaming offers a rare combination of scale, precision targeting, and cultural relevance. From seamless in-game integrations to interactive branded experiences and live events, gaming enables brands to move beyond interruption and become part of the experience—driving stronger recall, affinity, and long-term impact.
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Sources: Entertainment Software Association / Circana, U.S. Consumer Spending on Video Games, 2024 (theesa.com) & Circana, 2024 Gamer Segmentation Report (circana.com)
