Turkey is not only a key driver of growth in the European gaming market, but also home to a highly engaged user base — half its population (48 million), with over 60% of players gaming more than 9 hours a week. This combination of strong growth potential and deep user engagement provides a solid foundation for user acquisition and long-term market development across a wide range of gaming products.
Social motivation is deeply rooted in culture; localised board game tops charts, underscoring the power of localisation
Gaming serves as a major online social channel in Turkey, fulfilling a core cultural need. More than 70% of players form friendships through gaming. This trend is reflected strongly in market competition: Zynga rose to the top of the revenue rankings after acquiring the domestic developer behind the hugely popular social board game Okey, demonstrating the impact of deep cultural localisation.
Economic volatility reshapes monetisation rules; hybrid models become the only viable option
High inflation and exchange rate fluctuations have pushed monetisation strategies in Turkey toward a hybrid model dominated by ad revenue (77%), supplemented by in-app purchases (IAP). Ad revenue settled in USD helps offset local currency risk and stabilise earnings, while IAP depends on flexible regional pricing and frequent promotions to serve price-sensitive but highly willing core payers. A single monetisation model is no longer viable.
Localised payment experience is crucial for conversion; credit card instalments are key
The level of payment localisation directly influences revenue conversion. In Turkey, credit card instalments (Taksit) have become a necessity for enabling high-value purchases such as AAA titles and large bundles. Carrier billing (DCB) remains essential for reaching younger users and those without credit cards. Building a layered payment framework from Taksit to DCB is key to ensuring a smooth last-mile commercialisation process.
Turkey’s gaming market serves as a strategic and dynamic hub within the global digital entertainment landscape and is a key driver of growth in the European region. Revenues are projected to reach USD 3.33 billion by 2025, with a forecast compound annual growth rate (CAGR) of 7.38% from 2025 to 2030—outpacing the regional average.
Benefiting from strong digital infrastructure and supportive policy reforms, Turkey’s gaming market now has around 48 million players in 2024—more than half the population. This shows that gaming has moved beyond a niche hobby to become a mainstream form of entertainment embraced by the wider public.