If you’re reading this, then you’re probably one of the “hyper enthusiast, price-insensitive players” keeping the games industry going.
That’s because, according to research by analyst firm Circana, around a third of video game players in the US buy a new game less than once a year.
While this research is specific to the US, it’s certainly eye-opening for the state of the industry across the globe. And with 12 percent purchasing once a year and 18 percent purchasing once every six months, it means a combined 63 percent of players buy just two games or fewer each year.
The research is part of Circana’s Q3 2025 Future of Games survey, as shared on social media by analyst Mat Piscatella.
“Hyper enthusiast, price-insensitive players are really keeping things going, especially in the non f2p gaming space,” he said.
Hyper enthusiast, price-insensitive players are really keeping things going, especially in the non f2p gaming space.According to Circana’s Q3 2025 Future of Games, only 4% of US video game players buy a new game more often than once per month, with a third of players not buying any games at all.
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— Mat Piscatella (@matpiscatella.bsky.social) 2 October 2025 at 17:54
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It’s interesting timing for the data following the recent price hike of Xbox Game Pass. If, on average, players are spending, say, £140 on two full price games (or less) each year, is spending around £275 a year (£22.99 for 12 months) on Game Pass Ultimate for access to day one games really a good deal?