games

Most gamers prefer single-player games

Rhys Elliott

3 Oct 2024

It’s no secret that the bulk of AAA games market revenues come from in-game purchases , mostlyfrom live-service games. It’s also impossible to ignore that the live-service market is fiercely competitive.

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Chaos and uncertainty: Tariffs’ impact on gamers and the games market

Rhys Elliott

10 Apr 2025

Business Strategy Subscriptions Games

Tariff turmoil related to the US’ trade war is intensifying. Other countries have retaliated, and while Trump has eased tariffs in some countries, the situation is far from being resolved. The tariffs have major implications for the games market in the US.

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Gamers spend more time on social video than games

Rhys Elliott

5 Dec 2024

Twitch YouTube Xbox

Game publishers have long used third-party video platforms such as Twitch and YouTube as springboards for game promotion. In return, Twitch and YouTube receive ad- and creator-driven revenues (like donations).

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The winning formula for Grand Theft Auto VI
Games pricing strategy

Brandon Sutton and Perry Gresham

9 Oct 2025

Willingness to pay Willingness to pay pricing

With anticipation for the long-awaited release of Grand Theft Auto VI (GTA VI) at an all-time high, speculation around various aspects of the game, particularly its price point, has become widespread. Since the game’s announcement, speculation has suggested a base edition price of $100, sparking industry-wide debate about the future of AAA game p...

New research: What do gamers really think about generative AI in games?

Rhys Elliott

9 Jan 2025

take two interactive Generative AI Fandom

New year, new research! We capped off 2024 by asking a representative sample of gamers [n=6,300] how they feel about developers using generative AI to make games (and how it affects purchasing decisions).

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Gamers aren’t finishing games, and that’s a problem

Rhys Elliott

24 Jul 2024

RPGs Assassin's Creed PlayStation

Every segment in the games market is facing challenges. While some experts remain optimistic about gaming’s growth pace returning in the near future, the truth is that many arguments for this never-ending growth are shaky.

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A fifth of gamers love couch co-op, so where are all the games?

Rhys Elliott

15 Nov 2024

console gaming PC EA

Couch co-op gaming, when two or more players in the same room play together co-operatively, already has some proven success stories: It Takes Two , a co-op-only platformer from EA studio Hazelight, has sold over 20 million copies.

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Live orchestras and game-specific songs: Death Stranding is a masterclass in harmonising games and music

Rhys Elliott

13 Mar 2025

Marketing Strategy Fandom Music

Key insights from this blog: There is ample opportunity for the games industry to leverage music to its advantage Key MIDiA data highlights that real-world live concerts using game music AND artists recording original music specifically for games are two underutilised strategies The music industry i...

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What gamers really think about gen AI in games
Apathy, not outrage

Rhys Elliott

23 Dec 2024

Audience Insight

Game development budgets have spiralled out of control, leading game executives to cut costs and streamline their game development processes. It is no secret that generative AI (gen AI) is the tech industry’s current buzzword, but its potential is still disputed despite the hype.

Why do gamers play games? Half say mainly to relax, but the other half has different goals

Rhys Elliott

6 Mar 2025

Audience Insight Games Gaming

We are proud to have launched our new gamer segmentation , which focuses on motivations, attitudes, and underlying reasons behind gaming behaviours. This article zooms in on some key data and insights from our segmentation, based on both qualitative and quantitative data.

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Xbox’s Games Showcase points to a reckoning for game subscriptions

Rhys Elliott

13 Jun 2024

Xbox Game Pass Xbox Games

“Play it day one with Game Pass.” These words flashed on the screen 15 times during the Xbox Games Showcase 2024, which wowed critics and fans alike with a lineup of 30 Xbox games. Most of the titles are coming in 2024 or 2025, which is a huge turning point for Xbox.

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Is in-game advertising the next frontier for PC and console games?

Rhys Elliott

15 Jul 2025

Apple YouTube Netflix

In-game advertising (IGA) in AAA console and PC titles is experiencing a resurgence. Advancements in technology, shifting consumer behaviours, evolving monetisation strategies, and a now-mature games market have reignited interest. With AAA publishers adopting free-to-play models and hybrid monetisation – mirroring mobile gaming’s success – a...

The case for more digestable games: Over a third of console and PC gamers play LESS than 5 hours a week

Rhys Elliott

20 Feb 2025

YouTube Netflix TikTok

The attention economy is oversaturated. Games are not just competingwith other games but with TikTok, YouTube, Netflix, and well ... life. But the games industry – especially premium games on console and PC – has a unique twofold challenge: Supply : New AAA games can take five years or more to m...

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Golden years, golden opportunity
Older gamers are a key growth opportunity in a challenging games market

Rhys Elliott

28 May 2024

Audience Insight

Unlike in the past, gamers are now sticking with games through adulthood and into old age, leading to a growing segment of older gamers. Older gamers are a valuable segment posing a key growth opportunity for games companies in a stagnant market. Yet, most game makers do not currently cater to older gamers.

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MIDiA's gamer segmentation
Prioritise why – not just how – players engage with games

Rhys Elliott

25 Feb 2025

Amazon Netflix Gaming

The games landscape is more dynamic and interconnected than ever, demanding a deeper understanding of why players engage with games – not just how. We are proud to introduce MIDiA’s gamer segmentation, which focuses on motivations, attitudes, and underlying reasons behind gaming behaviours.

The winning formula for Grand Theft Auto VI: Games pricing strategy

Brandon Sutton

9 Oct 2025

Product Strategy Fandom Gaming

A highly anticipated piece of media, Grand Theft Auto VI has garnered widespread attention . However, many details of the game remain a mystery – including the price of the base game. Previous speculation has suggested the game could be priced at $100.

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MIDiA’s five games trends to watch in 2025

Rhys Elliott

19 Dec 2024

Switch 20 second song Xbox Game Pass

The year 2024 has been eventful for the games market to say the least. Call of Duty came to Game Pass, Sony released its PS5 Pro console, live-service games faced a reckoning, and gaming has solidified its space at the heart of entertainment.

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Gamers
A cross-entertainment summary

Karol Severin

18 Jun 2024

Business Strategy

This report presents the key figures, behaviors, and preferences of gamers across entertainment. Graphics in this report show selected gamer segments, compared to relevant consumer segments across entertainment as appropriate. An accompanying Excel file provides country-by-country figures and data for 60+ additional gamer segments, including by gam...

Gamescom 2025: The top three trends from the games industry’s biggest event

Brandon Sutton

28 Aug 2025

Games gamescom Business Strategy

The gaming industry’s largest showcase, Gamescom, wrapped up on Sunday 24 August, and with over 350,000 attendees, it broke records to become the most attended event in its history. Serving as an annual barometer for the industry, Gamescom helps set expectations for the upcoming holiday season, wh...

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The case for shorter games

Karol Severin

11 Jul 2024

AA games Attention economy Games

Following the post-pandemic slowdown of global games revenue growth, cost-cutting measures are now in full force. However, games continue to grow in scope and length, with budgets often exceeding hundreds of millions of dollars.

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