VIDEO GAMES IN ITALY: Market Stable at €2.4 Billion, Gaming Time on the Rise. Digital and Subscription Models Expanding, Physical Still Relevant

Rome, May 13, 2026 – The Italian video game market remained stable in 2025. Following the growth of recent years, the sector has entered a consolidation phase, while consumption habits continue to evolve: Italians are spending more time gaming and doing so in different ways, with increasing adoption of digital models, mobile gaming, and subscription services.
These findings emerge from the report “Video Games in Italy in 2025”, produced by Ipsos for IIDEA, the association representing the video game industry, and presented today in Rome at the Ministry of Enterprises and Made in Italy during an event focused on the evolution of the sector through digital innovation, new forms of entertainment consumption, and player protection.

A Stable Market Driven by Software and Digital
In 2025, the Italian video game market was worth approximately €2.4 billion, showing a slight decline compared to the previous year (-1%). Software content continued to drive revenues, accounting for 77% of the total market with around €1.8 billion (-1%). The hardware segment showed mixed dynamics: consoles grew by 3%, reaching nearly €400 million, while accessories declined by 5% to €152 million.
Stable User Base, More Time Spent Gaming
There were 14.2 million gamers in Italy, a figure broadly in line with the previous year. However, the amount of time dedicated to gaming increased, reaching an average of 7 hours and 53 minutes per week.
Engagement exceeded 9 hours per week among men, stood above 5 hours among women, and reached up to 15 hours among teenagers aged 12–17. The audience remained predominantly male (60%) and young, with around 60% of users under the age of 35.

Mobile Most Widespread, Consoles Most Engaging
Smartphones remained the most widely used gaming device, with 11.1 million players and €929 million in revenues, representing more than half of the software market.
Consoles engaged 6.5 million users and were the platform with the highest level of engagement (around 6 hours per week), generating €643 million in revenues. PC gaming remained more niche, with 3.7 million players and €111 million in revenues.

Digital Growing, Physical Still Relevant
The market for full video games acquisition (for console and PC) was worth approximately €560 million. Digital accounted for 59% of the total (€328 million), while physical formats still represented 41% (€231 million).
Within the physical segment, retail sales of new products accounted for 31% (€174 million), while the second-hand market represented 10% (€58 million). The data highlights the continued growth of digital while also confirming the persistence of a still-significant physical ecosystem.

Subscription and Ongoing-Service Models Continue to Grow
The subscription model further consolidated in 2025, generating €153 million in revenues: 59% linked to consoles, 35% to individual games or publishers, and 6% to mobile. The data confirms the transition toward ongoing-access and service-based consumption models.

International Franchises Dominate the Charts
The rankings of best-selling video games confirmed the central role of major international brands, with titles such as EA SPORTS FC 26, EA SPORTS FC 25, Grand Theft Auto V, Hogwarts Legacy, and Red Dead Redemption 2 among the most popular.
Among new releases, EA SPORTS FC 26, Battlefield 6, and Assassin’s Creed Shadows quickly captured audience attention.

Information and Content: The Digital Ecosystem Expands
Gamers are strong users of digital and social channels for information about gaming. Twenty-four percent use YouTube and similar video platforms, 23% rely on social media, and 22% consult specialized websites, while a similar share depends on direct recommendations from friends and family. Influencers account for 10%.
YouTube remained the leading platform (23%), followed by WhatsApp (18%), Instagram (17%), Facebook (14%), and TikTok (13%). Streaming specialsed platforms also continued to grow, with YouTube Gaming (14%) and Twitch (10%) among the most-used platforms for live and on-demand content.

Cédric Mimouni, Vice President of IIDEA, stated: “2025 confirms a market that is consolidating in terms of value, while undergoing profound changes in consumer behavior and consumption models. The growing centrality of digital, the expansion of subscription services, and the increase in usage time point to a structural transformation that is reshaping how video games are consumed and monetized. In this scenario, the sector continues to establish itself as an increasingly important component of the entertainment economy, with growth prospects tied to its ability to innovate, strengthen competitiveness, and deliver greater value to audiences.”

Thalita Malagò, General Director and CEO of IIDEA, added: “The presentation of the report at the Ministry of Enterprises and Made in Italy represented an important opportunity for dialogue between institutions and industry stakeholders on the sector’s key issues, from the evolution of business models to online player safety, also in light of new European digital policies and updates to the PEGI system. In a changing environment, ensuring a balance between public protection and a competitive framework capable of supporting the development of the sector in Italy and Europe remains essential.”