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Future of™ Video Games is now available
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No longer just an entertainment medium, gaming is a lifestyle. As a result, video game publishers and developers are under increased pressure to deliver the content their gamers demand, when they demand it.
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"Video games are a cultural powerhouse. The largest entertainment medium in consumer spending, the video game market of today is as diverse as it is large. From pick up and play mobile games to bleeding edge PC titles and beyond, staying ahead in this quickly evolving and constantly surprising industry requires data driven, actionable insights."
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Data Spotlight
Monthly Spending (USD, Millions)
Total: $5,051 (+5% vs YA)
Content: $4,480 (+4%)
Hardware: $384 (+21%)
Accessories: $187 (-8%)
Source: Circana Games Market Dynamics
Mobile Spending Surge Helps Push US Video Game Spending 5% Higher in July
A big month for Garena’s Free Fire helped lift video game content spending higher in July compared to a year ago, while Nintendo Switch 2 drove gains in hardware (while surpassing 2 million units sold along the way).
July 2025 projected U.S. total spending across video game hardware, content and accessories grew 5% when compared to a year ago, to $5.1 billion. Year-to-date spending was 1% behind 2024’s pace, at $32.6 billion.
Monthly hardware spending grew 21% when compared to a year ago, to $384M. This is the highest hardware spending in a July month since the $441M achieved in July 2008.
Nintendo Switch 2 drove July’s hardware spending growth. July dollar sales of PS5 hardware fell 47% compared to a year ago, while Xbox Series spending dropped by 69%. Nintendo Switch spending declined 52% year-on-year.
Nintendo Switch 2 has now surpassed 2 million units sold in the US life-to-date. It is currently 75% ahead of the unit sales pace set by the original Nintendo Switch.
July video game content spending increased 4% when compared to a year ago, to $4.5 billion. The increase was driven by growth in the mobile (+7% in July compared to a year ago, to $2.3 billion) and non-mobile subscription (+21%, $0.5 billion) segments, which offset a 9% drop in spending on Console content.
Year-to-date spending on non-mobile video game subscription services was 19% higher than a year ago, at $3.6B.
EA Sports College Football 26 was the best-selling premium video game of July, while the EA Sports MVP Bundle ranked 2nd. For the 2025 year-to-date period, EA Sports College Football 26 debuted as the #3 best-selling title with the EA Sports MVP Bundle placing 12th.
Donkey Kong Bananza’s physical sales were high enough to place it 3rd on July’s best-selling games chart while ranking 20th for 2025 year-to-date. It was also the best-selling game of July on Nintendo platforms.
Tony Hawk’s Pro Skater 3 + 4 ranked among the top 4 best-selling games of the month on each of the PlayStation, Xbox, Nintendo and aggregated PC platforms charts.
Source: Circana Games Market Dynamics,
July, 2025
Data Source:
Point of Sale (POS) Data
13 Oct 2025
Insights in Action
During the holiday season, both retailers and manufacturers must consider a variety of factors when planning their purchase orders. Holiday shopping behavior is volatile, and while some predictions can be made on what happened last year, the best strategies rely on a combination of planning and adjusting based on purchase behavior.
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