BCG forecasts faster growth in 2026–2030 and notes that 55% of gamers have been spending more time gaming over the past six months
Key figures from the new report
Analysts at Boston Consulting Group presented a comprehensive outlook for the global gaming market. The key metrics are as follows:
- The global market will reach $350B by 2030
- Revenue is expected to grow by +6% per year in 2026–2030
- Around 50% of studios already use artificial intelligence
- Cloud gaming revenue will grow to $18.3B by 2030, up 57% from 2023
- More than 40% of gamers have engaged with user-generated content (UGC) more often over the past year
The Video Gaming Report 2026 is based on a survey of approximately 3,000 gamers combined with an analysis of metadata from a major online platform.
The market is returning to growth
The stagnation that followed the 2020–2021 pandemic boom is coming to an end. According to BCG, starting in 2026 the industry will return to sustained growth, and by 2030 global revenue will reach $350B. At the same time, analysts acknowledge that recent revenue gains were driven largely by pricing factors rather than an influx of new players.
“The industry is turning a corner, and we’re optimistic about what comes next,” noted Giorgio Paisanis, a BCG partner and co-author of the report. According to him, the downturn is fading, and the growing share of leisure time that people devote to games confirms strong engagement. The growing availability of games across a wide range of screens and platforms allows people to play at any time.
Engagement is rebounding
55% of respondents said they have increased their gaming time over the past six months. This is one of the most compelling signals that the audience is returning to pre-pandemic usage habits.
Gamers are getting older—but they’re not leaving
Playing “later in life” is becoming the norm. More than 40% of Baby Boomers and over 50% of Generation X gamers spend five or more hours a week gaming. The stereotype that video games remain the domain of the young is increasingly out of step with reality.
A generation that grew up with controllers is now passing gaming on. About 44% of respondents reported that their children started playing video games by age five. A durable parent-and-child gamer dynamic is forming, which expands the audience organically.
Gamer parents often also pay attention to adjacent gaming categories, especially gambling. Here, a clear regional split can be observed. For example, in the US, online poker on dedicated poker sites is traditionally highly popular, while in South America people prefer sports betting. In Africa, players choose different types of gambling entertainment, as long as it’s mobile-first.
New Zealanders prefer online casinos. According to data from review sites, this popularity is largely driven by various bonuses and promotions. We studied a site with data on how to get free spins no deposit on sign up, which made it possible to understand both how bonuses work and the reasons behind their appeal. Players perceive free spins as an opportunity to win without making a deposit, which aligns with New Zealand’s independent spirit. Online casinos are also popular in Northern Europe.
Frugality is the backdrop to every trend
Despite rising engagement, players’ wallets are still under pressure. 49% wait for discounts before buying, and 31% would skip the purchase altogether if prices rise. Price sensitivity is shaping the context in which all other trends are unfolding.
Four forces reshaping the rules of the game
The report highlights four key trends: generative AI, user-generated content, cloud gaming, and the opening up of app stores.
Generative AI is becoming standard in development
The metadata analysis identified around 7,300 games that disclosed the use of AI, including about one-fifth of Q3 2025 releases. According to BCG, around 50% of studios already use the technology. AI speeds up coding, automates quality testing, and opens the door to personalized gameplay, with NPCs that have memory, personality, and adaptive behavior. However, about half of developers fear player backlash over AI’s presence in their favorite projects.
The in-game creator economy
More than 40% of gamers have engaged with UGC more often than a year ago, but only 10–15% create it. Creator payouts from just two games will reach $1.5B in 2025. The influence of streamers cannot be overstated: 55% of respondents are ready to try a new game if their favorite content creator switches to it.
Cloud gaming is on the cusp of the mass market
60% of respondents have tried cloud gaming, 80% rated the experience positively, but only 27% are regular users. Nevertheless, segment revenue is forecast to grow from $1.4B in 2025 to $18.3B in 2030, and the user base will surpass 50 million people.
A new distribution model on mobile
Amid regulatory changes, alternative distribution channels are expanding. Mobile in-game purchases will approach $130B in 2025, accounting for nearly half of the industry’s global revenue. One-third of adults and 40% of teenagers have already made purchases in developers’ web stores. For studios, this means more freedom in monetization and increased competition among storefronts.
Players are spending more time—but saving money. AI is speeding up production and personalization. UGC is turning the community into an economic force. Cloud gaming is gearing up for the mass market, and the opening up of app stores is rewriting the rules of distribution. All four trends are acting simultaneously, reinforcing one another.
“Over the next five years, we expect an explosion of new content and an influx of new players,” said Ernesto Pagano, BCG managing director and senior partner. According to him, cloud gaming, UGC, AI, and the opening up of app stores will transform both game creation and distribution. Players will expect fresh experiences, vibrant communities, and the freedom to play on any device, wherever they are.
Source: Boston Consulting Group, Video Gaming Report 2026: How Platforms Are Colliding and Why This Will Spark the Next Era of Growth; based on a survey of ~3,000 gamers and an analysis of online-platform metadata.
