Retail Analysis


CONSOLE ROOTS, MOBILE REACH


In 2025, the global gaming market is more fragmented and more revealing than ever. While mobile gaming continues its meteoric rise, new data from DST Gaming and Attest shows that platform preferences are deeply shaped by culture, infrastructure, and generational habits. Nowhere is this more evident than in the diverging behaviours of UK and US gamers.


D


espite mobile’s dominance in raw numbers, the UK remains a stronghold for console gaming. Sixty per cent of British players still favour PlayStation or Xbox over PC or mobile, a


figure that stands in contrast to the US, where mobile and PC platforms are steadily overtaking consoles, particularly among younger and esports-oriented audiences. According to a 2025 survey by Attest, 73% of UK gamers play on


mobile devices, but consoles remain the preferred platform for immersive, big-budget experiences. In the US, mobile gaming has surged to 77%, with PC adoption also outpacing the UK at 45% versus 37%. Platform Mobile Console PC


UK Gamers (%) 73% 60% 37%


US Gamers (%) 77% 49% 45%


While mobile’s accessibility and affordability explain its broad reach, the UK’s console loyalty reflects deeper cultural patterns. Game nights, couch co-ops, and the enduring popularity of titles like FIFA and Call of Duty have cemented consoles as the social centrepiece of British gaming households. “Console gaming in the UK is really about how families and friends


engage with games,” says Willian Tan, a gaming analyst at DST. “It’s social. It’s in the living room. From FIFA nights to co-op sessions on It Takes Two, the console has remained a communal anchor in British households, something you don’t always get with PC gaming.” Tan also points to economic pragmatism. “The price and size of


high-performance gaming PCs can be a turn-off for a lot of UK gamers. With consoles offering solid performance at a fixed price point, they remain a better value proposition for the average British player.” This contrasts with the US, where a stronger PC hardware culture


and expansive esports infrastructure have made custom-built rigs more appealing, especially to Gen Z and millennial players who stream, mod, and compete online.


Mobile’s moment and its limits Despite console loyalty, mobile gaming is the most-used platform in both markets. But usage patterns differ. In the UK, mobile play tends


6 | November/December 2025


to be fragmented, five minutes here, ten minutes there – while console sessions are longer and more immersive. “A mobile-first strategy might work for casual or puzzle games,” Tan


notes, “but for competitive shooters or high-graphic RPGs, console remains king in the UK. If you’re targeting Gen Z in the US, however, PC should be your starting point.” This insight is critical for developers and marketers. Platform


choice isn’t just about hardware; it’s about context, habits, and expectations. And increasingly, it’s about flexibility. One trend unites both markets: cross-platform compatibility is no


longer optional. Whether on mobile, PC, or console, players expect to game with friends across devices. Titles like Fortnite, Minecraft, and Call of Duty: Warzone have set the standard for platform-agnostic play. For developers, this means building infrastructure that supports


seamless multiplayer experiences across ecosystems. For marketers, it means messaging that reflects inclusivity and accessibility, without assuming a single-device audience.


Mobile’s evolution from action to story While platform preferences diverge, genre trends on mobile tell a different story – one of convergence around deeper, more narrative- driven experiences. DST Gaming’s analysis of Android game releases from 2015 to 2024


reveals a dramatic shift: action titles fell from 30.2% to just 14.3% of new releases, while adventure games more than doubled, from 14.6% to 35.4%. Role-playing games (RPGs) also saw significant growth, nearly tripling their share. Genre


2015


Adventure Action


Strategy/Tactics Idle


Racing/Driving Sports


Educational


14.58% 30.19%


Role-playing (RPG) 5.57% Simulation Puzzle


8.32%


16.04% 8.49% 0.09% 4.63% 3.69% 3.60%


35.38% 14.29% 13.19% 10.77% 9.01%


10.77% 1.54% 1.54% 1.32% 1.10%


2024 % Change +59% -111% +58% +23% -78% +21% +94% -201% -180% -228%


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