As Europe’s largest and the world’s fourth-largest gaming market, the UK’s gaming market is characterised by two distinct features. On one hand, its strong development capabilities have cemented its position as a global benchmark for AAA console and PC gaming – the traditional backbone of the UK’s gaming market. On the other, growth momentum has clearly shifted toward mobile platforms, with segments such as children’s games and hyper-casual titles driving rapid expansion and user acquisition. This dynamic ecosystem is supported by a vast player base – half the nation now identifies as gamers – alongside generous tax incentives and continued inflows of international investment. Together, these factors create a virtuous cycle that makes the UK both a microcosm of and a bellwether for global gaming trends.
British gamers are defined by clear platform preferences and behavioural divergences across different user segments. While mobile devices now account for 59% of the user base – making them the most widely used platform – consoles continue to hold a special place among players, with 43% naming them as their preferred way to play. This enduring attachment underlines the depth of the UK’s long-established gaming culture. Notably, British gamers are motivated primarily by intrinsic factors: they are drawn to the thrill of action and a sense of achievement – signalling a mature ecosystem that values skill development and sophisticated gameplay over casual entertainment. When it comes to discovering new titles, most rely on online stores. Furthermore, the gaming live-streaming platform Twitch has become a key source of traffic. Price sensitivity also remains high: gamers actively seek out discounts and promotions through third-party channels. Taken together, these traits reveal a market of discerning, high-value players who are both rational in their spending and display a high level of engagement.
In terms of payment, the UK gaming market has undergone a fundamental shift towards a digital-first model, driven largely by the rise of the “Games as a Service” (GaaS) approach. From a consumer perspective, British gamers are notably mature and discerning in their spending habits. Their purchasing decisions are guided chiefly by perceived value – such as promotional offers or bundled deals – and by social engagement. At the same time, they demonstrate strong resistance to intrusive advertising and forced microtransactions that disrupt gameplay. This sophisticated attitude to spending, combined with a frictionless payment environment led by digital wallets and bank cards, sends a clear message to developers: success in the UK is no longer about extracting value from traffic, but about cultivating trust by delivering meaningful content and seamless experiences that earn both players’ spending and their respect.
As Europe’s largest gaming market, the UK combines scale with sustained growth momentum, ranking fourth globally behind the US, China, and Japan. By 2025, industry revenues are projected to reach USD 17.7 billion, with a forecast compound annual growth rate (CAGR) of 7.5% between 2025 and 2030 – outpacing the European average.
In 2024, the UK’s gamer population reached 35.6 million – the largest in Europe – meaning that one in every two people now plays games. This substantial user base, supported by a highly digitalised infrastructure, creates an exceptionally strong foundation for game promotion. With average annual spending per gamer of $434.96, the UK market not only reflects robust consumer willingness to pay but also a high level of receptiveness to in-app purchases and paid digital content.
The UK is not only a major consumer market but also a leading centre of innovation and development. It hosts Europe’s largest gaming industry cluster, with London at its core, home to 584 game companies and 23% of the sector’s total workforce. Global giants such as Microsoft, Sony, and Activision Blizzard have all established R&D operations in the UK, cementing its status as a global benchmark for gaming excellence. From Rockstar North’s Grand Theft Auto series to Playground Games’ Forza Horizon and Sony’s Lego Horizon Adventures – developed in collaboration with UK studios – the country has built deep expertise and an internationally recognised reputation in both console and PC game development.
However, as market dynamics evolve, new user growth in the UK is now being driven primarily by publishers of children’s, casual, and hyper-casual games. As of May 2023, Lithuanian publisher TutoToons topped the charts with a phenomenal 900 million downloads. The company specialises in games for children aged 3–12 – particularly girls – centred around dress-up, cooking, and pet care themes. Its success highlights the significant scale of the family and children’s entertainment segment in the UK. UK-based hyper-casual publisher Kwalee ranked third with nearly 700 million downloads. Its titles are defined by simple, instantly accessible gameplay, minimalist visual design, and short development cycles. The company relies heavily on viral marketing via TikTok and Instagram to build large user bases quickly, efficiently monetising them through interstitial ads and rewarded videos.
The policy environment has further strengthened the UK’s appeal as a gaming hub. The government has long offered Video Games Tax Relief, reimbursing up to 20% of production costs. In 2023, it launched the GBP 30 million Game Growth Programme, allocating £10 million annually over three years to support start-up studios. These initiatives provide substantial backing for new entrants and have helped position the UK as a leading destination for international investment. Between 2017 and 2022, companies from 13 countries invested a total of £6.87 billion in the UK gaming sector.