As the industry prepares for Gamescom, the biggest games conference of the year, new consumer data from the Games team at Ampere Analysis reveals that in 2025, more of Western Europe’s gamers are spending money on new games, in-game resources, and subscriptions compared to a year ago. However, the average spend per gamer has declined.

 In 2025, 43% of gamers in Western Europe aged 13 to 64 said they had purchased new games in the past six months, up from 39% in 2024. The share of gamers who spent money in-game has also increased from 34% in 2024 to 40% in 2025. And more gamers are now also subscribing to games services, with the share growing to over one-third (36%).

This growth, however, looks to be originating from the more casual, light-touch gamers, because simultaneously, average spend per gamer has fallen by around 17%. Indeed, gamer numbers still lag the peak hit during the pandemic in 2021.

Ampere’s data highlights further trends in gamers’ behaviours: For example, among Western European gamers who made in-game purchases in 2025, the most popular buys were in-game resources or currency (43%), and battle or season passes (42%), while just a quarter (25%) spent on cosmetic items. And while VIP or single-game subscriptions were purchased by around a quarter of gamers in the past six months, gamers in the UK are the most likely to buy them, with 11% saying they would do so to remove in-game ads.

 when it comes to choosing what to play, genre loyalty dominates. Over one third (38%) of gamers in Western Europe say they buy or download a game because it is a favoured genre. The second most popular rationale is if friends are playing the same title. However, for older gamers aged 45 to 64, enjoying a demo or trial is more important than the influence of friends.

 This new data reflects a shift in the way people in Western Europe engage with games. More players are spending, but in smaller amounts – the intense competition of the attention economy, plus ongoing macroeconomic turbulence, means players are seeking value, as evidenced by the success of many mid-priced, premium games this year. Companies can respond by targeting under-performing gamer groups – such as females and older players - with more tailored strategies to engage and monetise.