The game market is cold? Research shows that Gen Z game spending plummeted by nearly 25%!

　　Latest market research data shows that Gen Z (18-24 years old) players' consumption expenditure in the electronic game field is gradually declining. According to a report released by Circana Market Research Institute in June 2025, from January to April 2025, the overall consumption expenditure of this age group fell by 13% year-on-year, among which the decline in consumption in video games was the most obvious, down nearly 25% year-on-year.

　　Comparative data provided by Circana chief analyst Matt Piscatra shows that compared with the consumption decline generally below 5% in other age groups, Gen Z's spending shrinkage showed a "cliff-like" decline. This phenomenon is undoubtedly a market signal worthy of vigilance for the game industry, which has long been centered on young people.

　　Analyses point out that multiple economic pressures have led to this phenomenon: factors such as the continued downturn in the employment market, intensified pressure on student loan repayment, and inflation have formed a "perfect storm"-like economic dilemma for the Generation Z consumer group. Piscatra vividly described this: "The young people's 'carpet' was not only taken away, but also burned before they left."

The price adjustment trend of the game industry itself (such as the pricing of 3A-level games generally rose to the range of US$70-80, and the cost of console and PC hardware continued to rise) further exacerbated this situation. Against this backdrop, young players with limited budgets are gradually turning to free games, low-cost independent games, or choosing to wait for promotional discounts.

It should be noted that as of March 2025, players aged 18-29 still account for 28% of the overall player group. Generation Z is still an important part of the game market, but their consumption capacity has been significantly weakened. At the same time, gaming products that are affordable and emphasize multiplayer collaboration are gradually emerging. This type of game is usually priced around $10 or even lower, and has low hardware configuration requirements, making it an economical choice for young players to social entertainment.