Observed Signal · Sep 23, 2026 · Market Forecast · Source: PocketGamer.biz · Impact: 2/5 · Sentiment: Positive
Newzoo: No Single Growth Model for Games Market
Newzoo's latest forecast projects the global games market will reach $213.9 billion in 2026, up 6.1% year-over-year, with growth driven by an expanding player base rather than conversion improvements. The global player base is expected to grow 4.4% to 3.7 billion, while spenders rise 4.7% to 1.65 billion, with average revenue per spender at $129.6. Mobile remains the largest platform with $121.1 billion in revenue (up 6.8%), despite a 25% year-over-year decline in global downloads and a 30% increase in cost per install. Newzoo highlights divergent growth paths across PC, console, and mobile, with no single model for growth. Direct-to-consumer channels are becoming more significant, with most tracked publishers generating at least 39% of gaming revenue directly from consumers. Growth in mobile players is shifting geographically, with Central Southern Asia, Southeast Asia, and the Middle East & Africa expected to account for 80% of new players.
The report provides valuable insights into the games market, which is relevant for ad-supported platforms and in-game advertising strategies, but does not directly impact the AdTech industry.
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Key Takeaways & Evidence Grounding
- Global games market forecast to reach $213.9 billion in 2026, up 6.1% year-over-year.
- Mobile revenue expected to reach $121.1 billion, up 6.8%, despite a 25% year-over-year decline in downloads.
- Cost per install increased 30% to $0.56 in H1 2026.
- Direct-to-consumer channels generate at least 39% of gaming revenue for four of five tracked publishers by Q1 2026.
- Central Southern Asia, Southeast Asia, and Middle East & Africa to account for 80% of 117.8 million new mobile players in 2026.
Connected Companies & Entities
1 Entity mapped“Newzoo's latest forecast, which expects the global player base to grow 4.4% to 3.7bn in 2026...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Wardogs Tops Newzoo's September PC Revenue Charts
Bulkhead's Wardogs topped Newzoo's September PC revenue charts, surpassing EA Sports FC 27, within its first three weeks of Early Access. Marvel's Wolverine ranked fourth in console revenue, achieving the highest monthly dollar sales for a Sony-published title since Helldivers 2 per Circana. Halloween: The Game and The Blood of the Dawnwalker both reached Top 10 in PC and console revenue. Bodycam climbed 20 places to No.6 in PC revenue after a major update. Control Resonant, Remedy's first self-published title, debuted at No.18 in PC and No.17 in console, surpassing one million units in its launch month. Newzoo analyst Mert Şahin commented on crowded market dynamics and pricing strategies ahead of GTA 6's release.
Carry1st focuses on commerce, payments in Africa and Middle East
South Africa-based Carry1st has pivoted its business model over the past 12-18 months towards its commerce platform, comprising Carry1st Shop, Pay1st, and Flow1st. The company now treats Africa and the Middle East as a single region, leveraging local expertise and payment infrastructure to help global gaming partners monetize. A joint analysis with Newzoo forecasts MEA games revenue to reach $8.53 billion in 2026, with revenue growth outpacing player growth. Carry1st's Africa Cup esports tournament continues to expand, with a prize pool of $30,000 in 2026, qualifying for global championships. The company emphasizes localised payment rails and local leadership as key to unlocking spending potential in the region.
Marvel's Wolverine Leads US September Game Sales
Marvel's Wolverine topped US game sales in September, achieving the highest monthly dollar sales for a Sony-published title since Helldivers 2. Sony's PS5 continued strong momentum, with spending up 43% year-over-year and unit sales up 22%, leading to Sony's highest monthly hardware dollar share since May 2025. Overall hardware spending rose 12% to $362 million, while total content spending dropped 2% to $4.2 billion, with mobile down 14% and PC up 27%. Eight new games debuted on the US chart, with NBA 2K27 and EA Sports FC 27 also in the top five. Circana provided the data.
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