Who plays games in Europe

According to Video Games Europe, 199 million people aged 6 to 75 play video games across the 16 countries it tracks: 51% of that population. Players are mostly adults (77%), the average age is 34, and 46% are women. They play for about nine hours a week.[1]

That is a mainstream audience. Campaigns that talk only to core gamers miss most of it, while campaigns that ignore core communities lose the people who drive early momentum.

How they play

Smartphones and tablets reach the most players: 82% use them for games. Consoles reach 47% and PC 34%.[1] Reach is not the same as spend: mobile takes 49% of revenue, console 30% and PC 12%.[1] Plan media around where your game's audience actually plays and pays.

Europe is many markets

Germany is Europe's largest games market, generating about €9.4bn from games, hardware and online services in 2025.[2] It also runs its own age rating system, USK, rather than PEGI.[3] The UK, France, Spain, Italy, Poland and the Nordics each have their own media landscape, press, creators and buying habits.

Language is the clearest signal. On Steam, Spanish (Spain) is the main language of 4.08% of users, German 2.48%, French 2.08%, Polish 1.49% and Italian 0.56%.[4] For a PC title, Polish can matter more than Italian; for console and mobile, the picture changes again.

Speak to each market in its own voice

The most effective European campaigns keep one global idea and let each market express it locally: local press relationships, local creators briefed in their own language, and cultural references that feel native rather than borrowed. Humour, tone and even colour choices travel differently.

Bringing an Asian title to Europe

For publishers from Japan, Korea and China, Europe often means building awareness from a low base. On Granblue Fantasy, Cygames was launching its first console titles in the West with no existing brand equity, so we focused on hands-on access for media and a flagship explainer video for core audiences. On Umamusume: Pretty Derby, a brand that was already huge in Japan, a sustained PR campaign and an awards strategy built credibility in the West, ending with a Best Mobile Game nomination and win at The Game Awards 2025.[6] Our market entry offer is built for this.

Respect the rules players expect

European regulators expect monetisation to be transparent. The CPC Network's March 2025 key principles say in-game items should be priced in real money as well as virtual currency, players should be able to buy only the currency they need, and purchase terms should be clear.[5] Getting this right protects your reputation with players and press as well as with regulators.

Frequently asked questions

How many people play video games in Europe?

Video Games Europe reports 199 million players aged 6 to 75 across the 16 countries it tracks, which is 51% of that population. The average player is 34 and 46% are women.

Which is the biggest games market in Europe?

Germany. Its games, hardware and online services market was worth about €9.4bn in 2025.

How do Asian publishers succeed in Europe?

By building awareness and credibility in each market: hands-on access for media, localised content and creator partnerships, and a clear plan for priority countries. Cygames' Granblue Fantasy and Umamusume launches are examples.

Sources

  1. Video Games Europe, 2025 All About Video Games: European Key Facts
  2. Euronews, Gamescom: Germany is Europe's largest video game market (27 Aug 2026)
  3. Wikipedia, Unterhaltungssoftware Selbstkontrolle (USK)
  4. Steam Hardware & Software Survey, September 2026 (language usage)
  5. Bird & Bird, European move towards protecting users from harmful practices in video games
  6. PocketGamer.biz, Umamusume: Pretty Derby wins Best Mobile Game at The Game Awards 2025