As a global leader and key driver of the gaming industry, the United States not only sets the benchmark with an expected market value of nearly USD 142 billion – representing 27% of the global total – but also boasts a high-value user base of 205 million players who spend an average of $679.07 annually. The mobile gaming segment currently stands out as the most dynamic growth frontier, with hyper-casual titles built around short, simple, and fast gameplay rapidly attracting vast audiences through low entry barriers and ad-driven monetisation. Meanwhile, the rise of niche segments such as children’s and family games signals new areas of opportunity. Together, these developments illustrate a complex yet compelling market landscape where scale meets value – and opportunity is balanced by high barriers to entry.
The US gamer demographic presents a mature and well-rounded profile, defined by inclusivity across age groups, high engagement levels, and a strong focus on gaming experience. Gamers are no longer confined to the stereotype of teenagers – the average player is now 36 years old, with around 18 years of gaming experience, viewing it as both a lifelong hobby and an important means of social connection. This cohort values seamless cross-platform experiences, moving easily between mobile devices, PCs, and consoles, and remains open to emerging technologies such as VR. When it comes to motivation, players tend to prioritise relaxation, enjoyment, and mental stimulation over pure competition. Behaviourally, many treat games as a virtual social space where they can connect with friends and family – more than half play with others each week, and nearly 40% have formed close friendships or even romantic relationships through gaming. Overall, this user base has integrated gaming deeply into their daily lives and social networks.
US players display highly pragmatic, context-dependent payment habits. In general, players are motivated to pay for richer experiences rather than to secure an in-game advantage. Across all purchases, digital wallets have become the dominant choice thanks to their unmatched convenience and security. On mobile platforms, experience-focused players often make small, frequent in-app purchases to enhance gameplay or remove obstacles. In contrast, console users who favour high-value investments typically opt for larger, planned purchases. Both groups, however, expect seamless one-click payments, which have now become the industry standard. Equally significant is the growing role of rewarded advertising, which acts as a bridge between free and paying users. By offering a try-before-you-buy experience, it effectively encourages non-paying players to become active consumers. In the US market, Antom supports major digital wallets such as Apple Pay and Google Pay, while also covering all leading bank cards to ensure seamless integration across diverse gaming payment scenarios.
As the world’s largest gaming market, the United States is projected to generate $141.84 billion in revenue by 2025, accounting for roughly 27% of the global total – well ahead of any other country or region. The market continues to expand steadily, with a forecast compound annual growth rate (CAGR) of 7.04% between 2025 and 2030, underpinned by both traditional console and PC gaming as well as accelerating growth in the mobile sector. According to Sensor Tower, mobile game revenue in the US surpassed $6.4 billion in the first quarter of 2024 – a new record and a 15% year-on-year increase.
The US boasts a large, mature and high-value gaming market that has regained strong growth momentum following the pandemic. Near-saturated internet and smartphone penetration provide widespread access to games, particularly on mobile platforms. Among its 340-million-strong population, around 205 million are gamers – meaning that 64% of Americans play games. This reflects how gaming has become deeply embedded in daily life as a mainstream form of entertainment and social connection. Notably, annual per capita gaming expenditure among US players reaches $679.07, far exceeding that of many other markets and underscoring both strong purchasing power and willingness to pay. This spending spans gaming hardware, game purchases and in-app purchases, with the latter accounting for a substantial share as more than half of players make such purchases.
In the US Google Play market as of April 2025, download rankings were dominated by hyper-casual and casual game publishers. Their business models share a common formula – releasing simple, instantly engaging titles that monetise primarily through advertising, particularly rewarded video ads, to attract a broad base of general gamers. The straightforward, intuitive gameplay of hyper-casual titles, combined with minimal cultural adaptation requirements, also lowers localisation costs. This has encouraged a surge of publishers entering the US market at relatively low expense, intensifying competition within this segment.
A striking example is AZUR GAMES, which led the rankings with 4.19 million downloads, far ahead of its competitors. Its success stems from an industrialised publishing model for hyper-casual games that rapidly develops and tests numerous prototypes, uses data analytics to identify breakout potential, and then channels significant advertising resources to seize market share quickly. The core of this model lies in scale, speed and data-driven decision-making – offering a valuable case study for publishers seeking rapid user acquisition.
Among the many casual game publishers, the rise of BabyBus – with 1.77 million downloads – stands out as both unexpected and significant. Specialising in early childhood educational content, the company’s success demonstrates the growing scale and strength of the children’s and family gaming segment in the US market. It also reflects a clear willingness among American parents to choose mobile content for their children that combines entertainment with educational value. However, this segment presents unique operational challenges. Developers must comply strictly with the Children’s Online Privacy Protection Act (COPPA), which imposes stringent restrictions on the collection and use of data from users under the age of 13.