Overview

• Q3 2025 survey data show 18% buy a new game about every six months, 12% buy once a year, and 33% buy less than once a year.
• At the frequent end, 22% purchase roughly quarterly, 10% buy monthly, and 4% buy more than one game per month.
• Piscatella characterizes the monthly-and-up buyers (about 14%) as the “hyper enthusiasts” sustaining non–free-to-play, full-price spending.
• The findings are U.S.-specific and were shared publicly by Circana’s Mat Piscatella from the firm’s Future of Games survey.
• Coverage connects the uneven spending to industry strategies such as pricier deluxe editions and subscription shifts, with Comscore noting 82% of American players made an in-game purchase in the past year.