Global games market to hit $213.9B in 2026
Newzoo forecasts the global games market will grow 6.1% YoY to $213.9 billion in 2026, with China and the US accounting for more than half of consumer spending. Mobile will remain the biggest platform at $121.1 billion, while the launch of GTA 6 is expected to give full-game spending a major boost.
For advertisers, that growth means even more opportunities to reach players across mobile, console and PC. With OAN – Global Gaming Audiences, brands can turn this expanding market into addressable segments and target the players most relevant to their campaigns.
Europe’s games industry hits €30B
The European games industry generated €30 billion in 2025, with digital purchases accounting for 91% of total revenue. Mobile and tablets remain the dominant platforms, used by 82% of players and responsible for nearly half of gaming revenue.
And the audience is massive: 199 million Europeans played games in 2025, with women representing 46% of players.
For advertisers, this scale and diversity make gaming audiences difficult to treat as one broad segment. With OAN’s gaming data, brands can reach specific groups of players across mobile, PC and console, and make their programmatic campaigns much more relevant.
GTA 6 preview sends streaming traffic into overdrive
The hype around GTA 6 is already spilling far beyond gaming platforms. During an extended preview, Netflix US mobile viewership jumped 35% hour-over-hour, while web traffic climbed 125% above average. Twitch also saw heavy activity as creators and communities reacted live.
For advertisers, moments like this show how gaming audiences move across platforms and media ecosystems.
With 4.6 million GTA 6 pre-orders already reported, identifying and reaching highly engaged fans can unlock valuable campaign opportunities. OAN – Global Gaming Audiences help advertisers target players by titles, platforms, devices and other gaming interests turning gaming hype into addressable reach.
What’s more? DMEXCO – we’re coming!
Gaming keeps getting bigger, more mainstream, and more important for advertisers, from the growing hype around GTA VI to mobile gaming becoming part of everyday life across global markets.
At DMEXCO, Rafal Szychowski, our CEO and Paulina Drozdowska, our Data Partnerships Manager, will be meeting with brands, agencies and adtech partners to talk about gaming audiences, programmatic targeting and how advertisers can turn gaming attention into real campaign opportunities.
If gaming is on your media plan, or you simply want to see how audience data can help you reach the right players, book a meeting with Rafał or Paulina during DMEXCO.
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