Launching PC & Console Titles in the Ever-Changing Games Market in 2023

1. October 2023
COVER ILLUSTRATION
IN PROGRESS

2. Introduction
The latest on the PC &
console gaming market
Understanding an evolving
player base
How games can stand out in
an attention economy
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6
10
18
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3. Gaming is massive, and the PC & console market is an essential segment driving
global growth, with the market set to generate $95.2 billion in 2023. Gaming and
Entertainment have become important touchpoints for many player communities
around the world.
On the flipside, it’s become more challenging to break into the PC & console
market and find the right audiences. While game studios are turning to strategies
like leveraging known IP and fine-tuning live services to address these challenges,
one of the most powerful marketing strategies is fostering community and
cultural relevance. The influence of a passionately engaged community can
catapult a game to unprecedented heights, whether it is AAA or indie.
In this report, we cover the state of the PC & console gaming industry and the
ever-evolving generational changes to gaming audiences worldwide. We also
highlight ways in which games can leverage the power of culture and community.

4. Every year gaming become more mainstream, and 2023 is no exception.
Since our first report, we’ve said that gaming is at the heart of the
entertainment industry, and it’s never been so easy to back up this claim.
Gaming’s impact goes well beyond the number of players and revenue
generated within the industry. Transmedia strategies, as well as vibrant
gaming communities across the world, showcase the power of games as a
business and cultural landmark, and these trends are only accelerating.
Lead Games Analyst
Newzoo
In 2022, TikTok drove over 3 trillion views on gaming content, with
approximately 50% of daily active users watching gaming content. TikTok's
superpower is how it enables and drives discoverability of games among an
incredibly diverse consumer base. We're excited to have partnered with
Newzoo to narrow in on what it really takes to stand out and thrive in today's
dynamic gaming industry. This report is our commitment to providing
valuable insights that can guide developers and industry players toward
effective strategies for new title launch success.
Source: © Newzoo | Newzoo Games Market Reports and Forecasts | July 2023
Head of Global Business
Solutions, Gaming
TikTok
PC & console game
revenues in 2023
PC players in 2023
Console players in 2023
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5. The market is increasingly more
competitive and crowded
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6. Fortnite Epic Games 2017 FIFA 22 Electronic Arts 2021
Call of Duty: Modern
Warfare II/Warzone 2.0
Activision
Publishing
2022 Overwatch 1 & 2
Blizzard
Entertainment
2016
Minecraft Mojang Studios 2011 Valorant Riot Games 2020
Grand Theft Auto V
Rockstar
Games
2013 League of Legends Riot Games 2009
ROBLOX
Roblox
Corporation
2006
Counter-Strike:
Global Offensive
Valve 2012
Call of Duty: Modern
Warfare/Warzone
Activision
Publishing
2019
Tom Clancy’s
Rainbow Six: Siege
Ubisoft 2015
Apex Legends Electronic Arts 2019 Destiny 2 Bungie 2017
Rocket League Psyonix 2015 FIFA 23 Electronic Arts 2022
Fall Guys Epic Games 2020
Call of Duty:
Black Ops Cold War
Activision
Publishing
2020
The Sims 4 Electronic Arts 2014 Call of Duty: Vanguard
Activision
Publishing
2021
Source: ©Newzoo | Newzoo Game Performance Monitor | 37 markets included
*Note: For Newzoo analysis, Modern
Warfare 2 and Warzone 2.0, and Modern
Warfare and Warzone were merged
of 2022’s top titles by MAU were
released after 2020. Five came
from established franchises with
annual releases, including FIFA
and Call of Duty.
of 2022’s top titles by MAU came
out before 2022. This shows the
power of live-service games for
long-term engagement.
Six games in the Call of Duty
franchise are represented in
our top 20 games by MAUs*.
PC, PlayStation, Xbox | 37 Major Markets | 2022
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7. Fortnite Epic Games 2017
Counter-Strike:
Global Offensive
Valve 2012
Call of Duty: Modern
Warfare II/Warzone 2.0
Activision
Publishing
2022 League of Legends Riot Games 2009
Minecraft Mojang Studios 2011
Tom Clancy’s
Rainbow Six: Siege
Ubisoft 2015
Grand Theft Auto V Rockstar Games 2013 Valorant Riot Games 2020
ROBLOX
Roblox
Corporation
2006 Hogwarts Legacy
Warner Bros.
Int. Ent.
2023
Rocket League Psyonix 2015 Destiny 2 Bungie 2017
The Sims 4 Electronic Arts 2014 Fall Guys Epic Games 2020
Apex Legends Electronic Arts 2019 NBA 2K23 2K 2022
FIFA 23 Electronic Arts 2022 Battlefield 2042 Electronic Arts 2021
Overwatch 1 & 2
Blizzard
Entertainment
2016 Genshin Impact miHoYo 2020
Source: ©Newzoo | Newzoo Game Performance Monitor | 37 markets included
of the top titles by MAU in 2023
were released after 2020. Three
were installments from established
franchises with annual releases, like
FIFA and Call of Duty.
Hogwarts Legacy is the only
2023 release that entered the
top 20 games by MAU in 2023
(between January and May).
PC, PlayStation, Xbox | 37 Major Markets | January 2023 – May 2023
Harry Potter IP dates back to the 1997
publication of Harry Potter and the
Philosopher’s Stone (Bloomsbury).
The first video game based on the novel
series was released in 2001.
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8. Year after year, more games are being released. Even though there are more releases,
there is a decline in the number of titles on both PC & console platforms that have
reached at least 50,000 lifetime players in comparison to previous years. Despite
numerous major success stories this year, the focus of the games market seems to be
drawn toward long-standing live-service games with strong communities.
Source: Newzoo Game Performance Monitor (37 markets included)
By release year | Source: SteamDB
Source: SteamDB, Newzoo Game Performance Monitor
PC Console
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9. 9
Generational differences between
players segments

10. Base: Total online population aged 18-50/65
Newzoo Global Gamer Study 2023 (Global weighted average across 36 markets)
Q: Game Enthusiasts, Total players (past 6 months), Gaming video content viewers (past 12 months), Those who engage with gaming beyond playing/viewing in the past 12 months (% often)
Base: Total sample aged 18-50/65 (n=60,898), Gen Z (n=17,279), Millennials (n=22,942), Gen X (n=15,868), Baby Boomers (n=4,809)
+10% (vs. ‘22) +0% (vs. ‘22) -4% (vs. ‘22) +3% (vs. ‘22)
are consumers who engage with
gaming through playing, viewing, owning, and/or
social behavior.
includes those that claim
to have “often” followed video gaming channels or
esports broadcasters, socialized through/visited online
gaming communities, discussed video games with
family and friends, listened to gaming podcasts,
and/or attended large in-person gaming conventions
in the past 12 months.
● Gen Z (born 1995-2005 / 18-28 y.o.)*
● Millennials (born 1981-1994/29-42 y.o.)
● Gen X (born 1965-1980 / 43-58 y.o.)
● Baby Boomers (born 1946-1964 / 59-65 y.o.)
Newzoo filters on respondents aged 18+,
so respondents aged 14-17 are excluded from Gen Z
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11. Reading
Listening to music
Watching broadcast TV
Streaming movies/series
Social networks
Watching videos via online content creation
platforms (gaming + non-gaming content)
Playing video games
14% 13%
10%
6%
20% 17%
15%
11%
15%
16%
16%
14%
10% 14%
22%
33%
14% 12% 14%
15%
8% 9% 10% 13%
Base: Total online population aged 18-50/65
spend a similar amount of
time (nearly 20%) playing
video games as they do on
entertainment platforms &
social networks (which also
have games-related content).
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Newzoo Global Gamer Study 2023 (Global weighted average across 36 markets)
Base: Total sample aged 18-50/65 (n=60,898), Gen Z (n=17,279), Millennials (n=22,942), Gen X (n=15,868), Baby Boomers (n=4,809)

12. Base: Total players aged 18-50/65
Newzoo Global Gamer Study 2023 (Global weighted average across 36 markets)
Q. PC and/or console players (past 6 months), Gender
Base: Total players aged 18+ (n=45,670), Gen Z (n=15,071), Millennials (n=18,690), Gen X (n=9.989), Baby Boomers (n=1,920)
PC and/or
console players
Male
Female
Non-binary
/Other
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13. Playing video games
Watching films / movies
and television series
Watching films / movies
and television series
Watching films / movies
and television series
Listening to
or playing music
Playing video games
Listening to
or playing music
Listening to
or playing music
Watching films / movies
and television series
Listening to
or playing music
Playing video games Reading or writing
#7 Playing video games
Video games Video games News and current affairs News and current affairs
Food and drinks Food and drinks Food and drinks Food and drinks
Computers, electronics,
and gadgets
Technology and science Technology and science Technology and science
#5 Video games #7 Video games
Newzoo Global Gamer Study 2023 (Global weighted average across 36 markets)
Q. Hobbies, General interests
Base: PC and/or console players aged 18+ (n=30,231), Gen Z (n=10,590), Millennials (n=12,753), Gen X (n=5,804), Baby Boomers (n=1,084)
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14. Base: Total PC and/or console players aged 18-50/65
Avg. spent on
PC per month
$17.10 $16.65 $13.94 $9.96
Avg. spent on
console per month
$19.16 $20.40 $20.16 $18.28
Newzoo Global Gamer Study 2023 (Global weighted average across 36 markets)
Q. : Payers (past 6 months), Money spent per month on PC games (past 6 months); Money spent per month on console games (past 6 months)
Base: PC and/or console players aged 18+ (n=30,231), Gen Z (n=10,590), Millennials (n=12,753), Gen X (n=5,804), Baby Boomers (n=1,084)
Younger generations of PC and/or
console gamers are much more likely to
spend money on video games.
Almost three in four made video-game-
related purchases in the past six
months.
Millennials spent the most on console-
related purchases.
Gen Z gamers spent nearly twice as
much on PC gaming as Baby Boomers
did in the same period.
Payers: Past 6 months players who, on average, spend money on a monthly basis on games on a PC, console, or mobile device.
Spending money includes gifts, downloadable content, subscriptions, and other micro-transactions.
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15. 68%
54% 52%
68%
56%
52%
53%
38%
31%
37%
16%
12%
Base: Total PC and/or console players aged 18-50/65
Gen Z Millennials Gen X Baby Boomers
Talked about video games
with family, friends, or
significant others
Visited websites/blogs or listened
to podcasts to keep up to date
with gaming news
Visited online gaming
community websites or
social media groups
Newzoo Global Gamer Study 2023 (Global weighted average across 36 markets)
Q: Frequency social gaming engagement (past 12 months)
Base: PC and/or console players aged 18+ (n=30,231), Gen Z (n=10,590), Millennials (n=12,753), Gen X (n=5.804), Baby Boomers (n=1,084)
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17. Games based on transmedia IP capitalize on pre-existing fan bases
and it mitigates having to build new communities. In some cases,
developers include characters or content in their games from outside
IP to increase the player base and sales without having to create
entirely new games based on that IP.
Star Wars Jedi: Survivor, Hogwarts Legacy
Video game IP is finding its way into new media and entertainment.
We can see this in the increasing number of video game movies,
television/streaming series, books, and board games being released.
For massive IP holders like Nintendo, this could spawn an empire
resembling the likes of Disney.
Castlevania (anime), Super Mario Bros. Movie (film), The
Last of Us (television series)
Developers often collaborate with IP holders to create new content
for their games to increase engagement and the longevity of the
game’s lifespan. Many multi-franchise owners will place easter eggs
from other franchises. Some developers in the fighting game and
RPG genre, will create fully collaborative crossover games.
Mortal Kombat 1, Dead by Daylight, Super Smash Bros.,
Kingdom Hearts
IPs from earlier eras of the industry are being given new life in three
ways: 1) creating legacy collections of older series, 2) remastering the
graphics to be more palatable to players that are more accustomed
to modern graphics, and 3) remaking games from the ground up to
give players a new take on older games.
Mega Man Legacy Collection, Resident Evil 4 (2023
remake), Final Fantasy 7 Remake
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18. Creator* marketing has quickly become a powerful strategy to connect with target audiences, with brands expected to spend a total of $6Bn on
it in 20231. Millennials and Gen Z greatly prefer personalized content that features authentic and relatable products/services at the core. By
leveraging the trust, credibility, and influence of creator personalities, gaming brands can tap into highly engaged audiences, build more
authentic connections, and drive conversions.
As technology advances and content creation tools become available, more individuals will become content creators. This growth will be driven
by a younger generation that has been raised in a world of digital storytelling. The creator economy is currently estimated to be worth more
than $100 billion, with more than 2 million professional content creators worldwide2.
Saints Row, The Sims 4, Dead Island 2, Star Wars Jedi: Survivor
1 Goldman Sachs; 2 Forbes, “Make the Most of the Creator Economy”, July 2022
*Creators create content with the sole purpose of engaging their audience. They create videos, photos, graphics, informational resources,
blog content, etc., and distribute it across various channels including entertainment platforms, social media, websites and more.
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19. Nintendo and Oreos partnered to create
Pokémon-themed Oreos leading up to the
release of Brilliant Diamond and Shining
Pearl.
Popular UK rapper and grime star Stormzy
appeared in the game’s launch trailer, which
was essentially a music video. The musician
also appeared in-game as part of a mission.
An increasing number of studios do cross
promotional campaigns with video game
companies to market their films. The Barbie-
themed Xbox released along with the hit
movie is a prime example.
Louis Vuitton’s fashion designs were
integrated into the game via character skins.
LV even launched a LoL-themed capsule
collection for fans to purchase and collect in
real life.
After Animal Crossing: New Horizons became
a hit, ColourPop Cosmetics partnered with
the game to release a makeup line that
quickly sold out.
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20. Gaming has become mainstream and now competes with film
and television for consumer attention. Some ways to engage
include meeting players where they spend the most time,
finding unique ways to fuel existing fandom through creators,
and leveraging player interests outside gaming. We will
continue to see gaming brands lean into collaborations, be it via
brand partnerships and extensions, or with content creators, as
a way to increase media effectiveness and engage with more
audiences.
People come to games from many different countries,
cultures, and generations, and with myriad passions and
interests outside gaming. Publishers need to capture the
attention of a constantly evolving population of current or
prospective players.
Many video games have evolved into IPs that host communities from all over the world.
Furthermore, games have influenced cultural narratives and are now a phenomenon that shapes
modern entertainment. Meeting players where they are, and building communities around their
interests within and beyond gaming is critical to driving discovery, engagement, and conversion.
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21. Contact Newzoo Contact TikTok

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