Retention, expansion, ownership. These three key themes are shaping the global games market right now, according to the new report released by data and insights company, Newzoo. Let’s dive into the data, unpack the trends, and explore what they could mean for you and your teams.
Before we start, who are Newzoo? If you don’t spend your days working in the gaming industry, the name Newzoo may not instantly ring a bell. But in the world of interactive entertainment, they are the gold standard.
Think of Newzoo as the Gartner or McKinsey of the global gaming market. They are the leading provider of games and esports market data, consumer insights, and industry analytics. From global tech giants and console creators to indie studios and marketing agencies, brands across the globe rely on Newzoo’s intelligence to understand how billions of players spend their time, attention, and money.
New markets, new lifecycle journeys
The data: Traditional markets like Western Europe and North America are starting to mature (+1.5% to +2.7% player growth), with Japan even forecasting market contraction (-0.2%). Meanwhile, the Middle East and Africa (+7.9% players, +10.3% revenue) and Latin America (+4.7% players, +7.9% revenue) are booming.
The ActionRocket takeaway: A one-size-fits-all global or even regional CRM strategy risks missing the mark. Lifecycle messaging must be localised beyond language, taking into account channel preference, purchasing habits, and value propositions based on market maturity (e.g., brand awareness/onboarding for emerging markets versus VIP retention for mature markets).
In mobile, retention is the new acquisition
The data: Mobile games revenue is growing (+6.8% YoY to $121.1B), yet app downloads are crashing globally (-25% YoY in H1 2026). Meanwhile, user acquisition (UA) costs have surged (+30% CPI) with lower efficiency. Growth is coming almost entirely from existing players spending more.
The ActionRocket takeaway: Brands must pivot budget and strategy towards lifecycle management, re-engagement, and maximising Customer Lifetime Value within the existing audience rather than relying on fresh downloads. Also, thinking about how you can turn existing players into advocates using referral and incentive programmes is key.
D2C and owned channels take centre stage
The data: Four out of five tracked top publishers generated at least 39% of their gaming revenue directly from consumers by Q1 2026, sidestepping traditional storefront fee cuts.
The ActionRocket takeaway: Mobile app store margins and platform dependency are pushing brands towards owned ecosystems (web shops, direct portals, and email/SMS channels). CRM should play the foundational role in driving traffic to these first-party web platforms via targeted, personalised out-of-game communications.
Bonus level: re-engagement after mass interruption
The data: Massive singular releases (like a certain Grand Theft Auto VI in November 2026…) anchor market growth, draw massive player attention, and compete with other titles for play time and spend.
The ActionRocket takeaway: When industry “cultural moments” absorb consumer attention and budget, your IP faces massive churn risk. Your CRM needs agile reactivation and re-engagement strategies to win back lapsed users once the initial buzz of blockbuster market disruptions subsides.
The common thread in Newzoo’s data is that the rules of the games market are changing. Unlocking the next phase of gaming growth won’t come from doing more of the same. As the games market evolves, CRM has a bigger role to play in keeping players engaged, building direct relationships, and driving growth across new markets.
Check out our supercharged emails for gaming company Supercell right here. Need help keeping your players engaged? Get in touch with the team.
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