A recent market research survey has shed light on an intriguing trend in the gaming industry — most players buy no more than two new games per year. Conducted by the Chicago-based analytics firm Circana, the study paints a picture of how rising prices and changing consumption patterns are reshaping the video game market.
For years, gaming has been celebrated as one of the largest and fastest-growing entertainment sectors in the world. However, as the industry evolves, so too do the habits of players. According to Circana’s latest findings, the traditional model of buying multiple full-priced games annually may be fading, replaced by a mix of subscription services, free-to-play ecosystems, and long-term engagement with existing titles.
🎮 Most Players Buy Two or Fewer Games Per Year
The data — shared publicly by Circana’s industry analyst Mat Piscatella on Bluesky — comes from the firm’s third-quarter 2025 survey. The report found that 18% of players buy a new game roughly every six months, while 12% said they purchase only one per year.
In contrast, 33% of respondents revealed they buy new games even less frequently than that. When combined, this means that over half of all surveyed gamers (53%) buy two or fewer new games annually. Only 4% of respondents reported buying more than one new game per month — representing the most dedicated portion of the gaming community.
Piscatella emphasized that these numbers might seem low to “hyper enthusiasts” — individuals deeply embedded in gaming culture — but for the broader market, they’re a realistic reflection of current spending behavior.
💸 Rising Costs and Subscription Fatigue
It’s no secret that gaming has become a more expensive hobby over the past few years. The price of major releases has steadily climbed, with many new AAA titles now retailing for $70 USD or more. Even family-friendly franchises like Mario Kart World for the upcoming Nintendo Switch 2 have faced backlash for their higher price points.
In addition, subscription services such as PlayStation Plus, Xbox Game Pass, and Ubisoft+ — once seen as affordable alternatives — have also experienced multiple price hikes. In early October 2025, Microsoft announced a $10 increase for its Game Pass Ultimate tier, shortly after revealing that Xbox Series X/S console prices would also rise.
These growing costs may explain why fewer gamers are willing to purchase new titles outright, opting instead to rely on subscription libraries or stick with ongoing live-service games like Fortnite, Call of Duty: Warzone, or Genshin Impact.
📊 Shifts in Player Spending and Behavior
Interestingly, the Circana report doesn’t account for free-to-play titles — games that generate revenue through optional purchases rather than upfront costs. This omission suggests that the decline in “new game” purchases might not mean gamers are spending less overall; rather, they are spending differently.
In fact, many players now channel their budgets toward battle passes, cosmetic items, and seasonal content, rather than investing in entirely new games. Piscatella noted that this shift in spending behavior represents a fundamental change in the gaming economy, where engagement and retention are increasingly more valuable than unit sales.
🕹️ Economic Pressure and Market Consequences
Circana’s broader analysis also highlights a worrying trend: young gamers in the U.S. spent approximately 25% less on games in April 2025 compared to the same month in 2024. This drop points to a tightening economy and growing competition from entertainment alternatives such as streaming, social media, and mobile gaming.
As the industry faces inflation, layoffs, and longer development cycles, publishers are becoming more cautious about greenlighting expensive projects. Analysts warn that fewer purchases could lead to a greater emphasis on recurring revenue models, including microtransactions and subscription-based access.
🧩 The Future of Game Buying Habits
The findings raise critical questions about the future of gaming consumption. Will rising costs push even more players toward streaming and subscription platforms? Or will the growing number of “gamers on a budget” spark renewed demand for mid-priced and indie titles?
While it’s too early to predict a complete market shift, the data from Circana strongly suggests that the golden age of buying multiple boxed games each year may be behind us. Instead, the modern gamer seems content to invest more deeply in fewer experiences — and to expect ongoing updates rather than new releases.
🕊️ Conclusion
The latest Circana report paints a complex but fascinating picture of today’s gaming landscape. As titles grow more expensive and subscription prices continue to rise, players are becoming more selective in how they spend their money. For publishers, the message is clear: success may no longer depend on selling as many copies as possible, but on earning long-term engagement and building trust in an increasingly competitive market.
Whether this trend continues or stabilizes in the coming years will depend heavily on how the industry adapts — and whether gamers continue to see value in paying full price for their next adventure.
