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Video Game Industry Performance & Market Research
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.
At the same time, manufacturers must know how gamers interact with their content and hardware so they can power the best gaming experiences.
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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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INDUSTRY RANKING
Data Spotlight
Spending (USD, Millions)
Total: $5,304 (+12% vs YA)
Content: $4,551 (+8%)
Hardware: $500 (+69%)
Accessories: $252 (+5%)
US Video Game Spending Jumped 12% in March, Driven by Console Content and Hardware
Crimson Desert, MLB The Show 26 and Pokémon Pokopia were among the new releases which fueled overall spending growth.
Hardware Key Takeaways
March hardware spending grew by 69% when compared to a year ago, to $500M. Nintendo Switch 2 drove the overall gain, while PlayStation 5 spending increased by 3% compared to March 2025.
Nintendo Switch 2 was the best-selling hardware platform across units and dollars for both March and 2026 year-to-date, with PlayStation 5 ranking 2nd across both measures and time periods.
Through each console’s first 10 months in market, total unit sales of Nintendo Switch 2 are 12% higher than Nintendo Switch (Dec 2017 was the 10th month in market for Nintendo Switch) and it remains the 2nd fastest selling hardware platform in US tracked history (1995-Current).
Content Key Takeaways
March video game content spending increased by 8% when compared to a year ago, to $4.6B. Console content spending grew by 22% compared to a year ago, driven by a 40% gain in digital premium downloads. PC, Cloud and Non-Console VR content spending surged 28% versus a year ago, while non-mobile subscription content spending climbed by 20%.
Crimson Desert, MLB The Show 26 and Pokémon Pokopia led all titles in total projected full game spending, with MLB The Show 26 ranking 1st in combined physical and Digital Leader Panel participating publisher tracked digital sales.
Launch month combined physical and panel participating publisher tracked digital full game dollar sales of MLB The Show 26 achieved the second highest total in franchise history, trailing only MLB The Show 21, which debuted slightly higher in April 2021.
Overall, 5 new releases ranked among the top 7 best-selling games of March on the combined physical & panel participant digital chart. Joining MLB The Show 26 (1st) and WWE 2K26 (3rd) were Marathon (4th), Pokémon: Pokopia (physical only, 5th) and Monster Hunter Stories 3: Twisted Reflection (7th).
In Mobile content, Sensor Tower reports the top 10 games by U.S. consumer spending in March and the change in ranking from February as: MONOPOLY GO!, Last War: Survival, Royal Match, Candy Crush Saga, Gossip Harbor, Kingshot, Whiteout Survival, Pokémon GO (+1), Township (-1), and Royal Kingdom.
“While Pokémon GO maintained its momentum from the high performing Road to Kalos event in late February, this performance is expected to cool off in April,” said Bryan Isagholian of Sensor Tower. “Monopoly GO! has seen revenue decline by over 10% QoQ for the second consecutive quarter, yet the title remains firmly in first place. Conversely, Gossip Harbor has delivered three consecutive quarters of revenue growth, steadily gaining ground on competitors like Kingshot and Whiteout Survival.”
Accessories Key Takeaways
Accessories spending grew by 5% when compared to a year ago, to $252M. Spending on Cases and Organizers jumped by 180% compared to March 2025.
March Digital at Retail spending (including point-of-sale activated gift cards, code on receipts, and other retailer driven digital spending) jumped by 30% versus a year ago, to $306M. Roblox Digital at Retail spending increased by 65% versus a year ago and led all manufacturers in total monthly spend.
Source: Circana Games Market Dynamics,
March, 2026
Data Source:
Point of Sale (POS) Data
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Circana offers tailored solutions for every corner of the video game industry, helping brands stay ahead in a competitive market.
Pricing Strategy Tools
Our price and promotion analytics tools allow developers and retailers to leverage verified consumer purchase data when testing promotions.
Demand Forecasting
Our platform allows developers, retailers, & other companies to forecast demand and identify key trends moving the video game industry.
Market Research & Category Measurement
Circana provides in-depth analysis of the Video Game market by combining industry expertise, consumer data, and market insights.
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Questions Circana’s Video Game Solutions Can Help Developers Answer:
What are the best-performing video games in 2026?
Circana tracks the top 10 best-selling video games and provides key insights into consumer spending across categories. Circana helps developers and retailers understand the “why” behind consumer decisions and identify what strategies led to the success of the most popular games.
How is the video game industry evolving in 2026?
The video game industry has the potential to reach a new high in consumer spending in 2026, thanks in part to the release of new hardware, player demand, and the prevalence of subscription pricing models. Circana tracks consumer behavior across generations as well as key industry shifts like the increased production costs for console hardware caused by the driven demand for RAM, GPUs, CPUs, and storage from AI data centers. These factors will all play a large role in consumer spending and preferences throughout 2026.
How are consumers shifting their spending behavior within the video game industry?
Amidst serious macroeconomic factors, consumers report a desire to play more free-to-play games and may be more likely to wait for sales and promotional pricing for new releases instead of buying them at full price during their initial launch.
What opportunities are there within the video game industry?
Demand for PC/mobile games is rising, especially among younger players, and amidst concerns surrounding increased pricing for consoles due to tariffs and limited manufacturing resources. Likewise, the demand for peripherals and accessories remains strong. Moreover, as many consumers are interested in free-to-play games, there are increased opportunities for in-game monetization strategies.
