Where in The World are The Gamers?

A Study of Gaming Populations & Emerging Markets

Growth in The Games Industry

Gaming is now one of the fastest-growing entertainment industries in the world, with 3.32 billion gamers worldwide and 83.6% of internet users playing video games. We’ve seen growth in the past five years, driven by the COVID-19 Pandemic, the increasing ubiquity of games, and a greater variety of gamers across generations.

During the COVID-19 pandemic, there was a surge in the number of players switching on their consoles, PCs, and mobile games. Video game streaming platforms like Twitch and YouTube also saw an increase in viewership and an increased sense of community. In lockdown, many players resorted to online games, staving off loneliness and stress. Digital distribution of video games grew, with many gamers opting for subscription-based services. Despite a clear drop-off when the lockdown ended, the games industry was permanently changed by the pandemic, affecting the widespread presence of games.

Now, video games are everywhere. In recent years, there has been more of a shift of video games into truly ‘mainstream’ culture. Blockbuster adaptations have contributed to this shift with critically acclaimed series like The Last of Us and Fallout, as well as feature films like Sonic the Hedgehog (2020), The Super Mario Bros. Movie (2023), and A Minecraft Movie (2025). There are also integrations with mainstream media platforms like Netflix, which is creating shows like The Witcher, Arcane, and Cyberpunk: Edge Runners. These adaptations highlight how studios are now viewing game IPs as franchise opportunities, spreading into the film industry and becoming more integrated with mainstream entertainment. Influencer and celebrity engagements also put video games in the spotlight, with collaborations between popular artists like Ariana Grande and Sabrina Carpenter with Fortnite. Overall, games becoming more commonplace in the entertainment industry fuels cultural validation of the games sector, making it more ubiquitous in recent years.

Games are now commonplace in most households with players of all ages. The variety of games has attracted different kinds of audiences from Gen Alpha to Baby Boomers. Globally, the average gamer is 35 years old. A 2023 report by the American Association of Retired Persons (AARP) found that there are 52.4 million gamers aged 50 or older playing games at least once a month. This is a bump up from 50.6 million in 2019, indicating how gaming is now a multigenerational hobby, no longer seen as a pastime only for younger people.

The gender demographics of US gamers have also seen a shift. The Entertainment Software Association (ESA) reported in 2024 that 46% of gamers are now women, leading to an almost equal split and demonstrating a 10% rise from 10 years ago. Therefore, we see game growth stemming from a change in demographics, with more people of different ages and genders taking up gaming as a hobby.

This demonstrates how the number of worldwide gamers is increasing across generations and demographics, but where exactly are these gamers?

The Biggest Markets Across the Globe

We all know that the world’s biggest gaming markets are China, India, and the US. Currently, the Asia-Pacific is the largest regional market in the world for gaming, contributing 47% of global revenues at $84.1 billion. It hosts close to 1.5 billion gamers, with China having the largest gamer population in the world with over 680 million players. The second-highest country in the world for gamers is India with over 560 million gamers, and Japan also ranks highly in fourth, with over 73 million players.

In North America, the gaming industry continues to thrive, accounting for 28% of global spending ($49 billion in revenue), the second-largest games revenue by region. The United States plays a large role in this as it’s the third-largest country by number of gamers, sitting at over 214 million players.

Europe, while third in global revenue at 18% ($30.7 billion), dominates as the second-highest regional gamer population after Asia with 715 million players.

While we understand that these markets are the biggest in the world and giants of the industry, which countries and regions are seeing the biggest growth from the increasing popularity of games?

Emerging Markets to Watch

Africa

Sub-Saharan Africa has experienced major growth in the past 5 years, from its revenue to the number of gamers. The market revenue sits at over $1.8 billion, and the player population has risen 10% year on year and reached almost 350 million gamers. Certain countries in the region are experiencing major growth, setting themselves apart in the industry. So where are the places to watch?

South Africa is a significant emerging market and has the second-highest number of gamers in Africa, at 24 million, following Nigeria. 40% of the overall population plays video games, meaning that the country has a strong market penetration rate, as well as a high revenue of $236 million. South Africa’s ARPU also sits at approximately $25.50, mostly spent on in-game microtransactions due to the popularity of mobile gaming. A study by Tshimologong Wits University exploring game development in South Africa in 2021 found that Cape Town and Johannesburg are the hubs for video game development studios. The study found that there were 60 studios, but while the majority of gamers in South Africa favor mobile gaming, only 33% of studios were working on mobile games. This was in comparison to 55% that were developing games for PC. This demonstrates the untapped potential for growth in South Africa, where local studios and talent could receive more investment opportunities.

Ghana is another country in Africa seeing major growth. 27% of its 34.6 million population are gamers, constituting around 9.4 million players. The country has been showing an annual growth rate of 8%, with revenues estimated to reach $398.47 million this year. Ghana also has one of the youngest populations in Africa, with 80.6% aged 25–34. The country will see further growth with a young, tech-savvy population and rapid expansion of internet access. While mobile gaming dominates Ghana, in areas like Accra and Kumasi, there is a rising interest in PC and console gaming, which could indicate future market potential for games on these platforms.

Nigeria is also an emerging market, leading in Africa with around 60 million gamers and growing. The growth can be attributed to increasingly widespread internet access and young, tech-savvy gamers. As it stands, the local market revenue sits at around $300 million with a 49.8% penetration rate, which is expected to grow to 54.8% by 2029. Like Ghana, Nigeria has a young population, with a median age of around 18.1, which can be critical for future growth. Younger users are more likely to adapt to new platforms, changing monetization models, and trends. With widespread internet access, Nigeria is on its way to becoming a driver in the African gaming market.

Middle East

MENA-3, including Saudi Arabia, the United Arab Emirates (UAE), and Egypt, is estimated to reach a revenue of $2.6 billion in 2026. This shows an almost 10% average yearly growth rate over 5 years. Across the three countries, there are approximately 68.4 million players.

Egypt has the largest gaming population with 40 million players, comprising 58.5% of MENA-3’s gamers. There is also a higher percentage of players under 25 than in the UAE or Saudi Arabia. The average revenue per user (ARPU) is $3.39. As the fastest-growing market of the three, we see growth driven by the COVID-19 Pandemic and a youthful population. Egypt accounted for 10.5% ($201.6 million) of the total revenue generated by the MENA-3 market.

In the United Arab Emirates (UAE), the gaming industry is thriving due to growing investments in local talent for developing games. UAE's games market revenue is estimated to reach $492 million by 2027. 73% of its population of 10 million people are classified as gamers, equaling 7.3 million. The average gamer in the country spends $84.60 each year on games, meaning that the UAE leads MENA-3 in ARPU. 9 in 10 residents aged between 18-64 stated that they play games at least occasionally. The UAE has the highest adult gamer penetration rate globally, which is a significant statistic as adult gamers have more disposable income and are likely to present more reliable metrics. Adult gamers may be more loyal to certain games or franchises, making them a more stable and predictable audience to use for decision-making purposes.

Saudi Arabia has a large population of 21 million gamers, making up approximately 58% of the total population. It boasts the largest market by revenue in the MENA-3 region and is projected to reach $1.36 billion in 2026, growing at a 6% CAGR. Saudi Arabia has the second-highest ARPU in the MENA-3, with gamers spending around $54.89 a year.

Latin America

The Latin American market is expected to reach $25.70 billion in revenue this year. It’s also reported to have 300 million gamers with an annual growth rate of 5.6%.

Brazil is one of the countries seeing exponential growth. It is Latin America’s largest games market and one of the biggest in the world, generating a revenue of $2.57 billion in 2023. Brazil has over 100 million gamers, which is almost half its population. It’s expected to reach 112.2 million players by 2027 and has seen major growth

overall. The number of game development studios in the country has also increased by 177% from 2018 to 2023, reaching over 1,000. This means that Brazil is investing in its local talent, creating gaming IPs, and boosting the national economy. As a result of this, the country's games industry is expected to thrive.

Another country in Latin America experiencing major growth is Mexico. Its revenue is expected to reach $2.655 billion by 2027, showing an 8.8% annual growth rate. There are over 75 million gamers in Mexico, representing over 77% of the population, meaning that Mexico has the highest gaming penetration rate in Latin America, higher even than Brazil. In 2023, the ARPU was reported as being around $57. Mexico is an exciting emerging market to watch, boasting strong growth, the second-highest revenue in the region, and an incredible market penetration rate.

Why This is Important for Devs & Publishers

Being aware of popular and emerging markets can help you make educated decisions on where you might want to launch your game or prioritize localization for. While Brazil has over 100 million gamers, Mexico has a higher market penetration rate. Although Saudi Arabia doesn’t have as many gamers as Egypt, it has a higher ARPU. Devs and publishers need to decide which factors are a priority for them, be it potential new players and fans in a country with a high population of gamers, or a country where players spend more money. The gamer population can be an indication of major future growth and might help you to include emerging markets in your launch. Understanding these important aspects makes for informed decision-making.

CSA research finds that 65% of people prefer content in their own language, even if it’s not high-quality. This accentuates the importance of localization and culturalization in games. There are untapped markets that you can localize for, gaining the edge against competitors. To appeal to a wider market, you must be willing to speak their language.

What Are the Future Considerations?

Games markets in places like Africa, the Middle East, and Latin America are continuing to grow, bringing new audiences with different languages, spending habits, and expectations. Many of these regions and countries have untapped revenue potential that could be taken advantage of. For example, publishers should be paying attention to countries with rapidly growing gaming populations and high ARPUs. If just 10% (7.5 million) of Mexico’s current gamer population spent an extra dollar monthly (existing ARPU of $57), there’s the possibility of generating an additional $7.5 million every month. This illustrates how even minor behavioral shifts in a rapidly growing market can have a significant impact. When you combine behavioral insights with effective localization strategies, you’ll discover new ways of growing your player base globally.

Where to Go from Here…

With 3.32 billion gamers worldwide, the opportunities are endless. Studying the emerging markets can set you up for success by considering player populations, ARPUs, and localization requirements. It’s important to remember that the number of players doesn’t count for everything. This is why ARPU and revenue by country or region should also be investigated, ensuring that developers and publishers prioritize the factors that yield the results they’re looking for. Regardless of your specific reason for launching a game in a certain country, this will help inform your localization strategy, allowing your game to truly resonate with players.Overall, appreciating emerging markets and gamer populations provides developers and publishers with a secret power; a way to understand gamers, using this to drive effective, strategic decisions.

So, is your game ready?

Talk to ECI Games today to find out how we can help you reach players across the globe and break into emerging markets!

E: info@ecigames.net