The decline in spending among younger gamers has become a hot topic in the United States. Between January and April, weekly spending among 18-24 year olds fell by almost 25% compared to 2024, according to data from Circana. Among those over 25, the decline was less than 5%.
The effect is less linked to a lack of interest in games and more to budgetary pressures. Postgraduate employment is more difficult, student loan payments have resumed, and credit card defaults are on the rise. Even so, mobile participation remains strong and, with it, the preference for low-cost and quick-access experiences.
What has changed in Gen Z’s pocket
The decline in spending among 18-24-year-olds in 2025 is based on behavioral and macroeconomic factors. Circana found that between January and April, young people cut back on game purchases at a faster rate than other categories, a shift that was not repeated with the same intensity among older consumers.
In short, zoomers continue to play games, but they are postponing premium purchases, choosing promotions, and migrating to formats that extend the fun without breaking the budget.
In the background, two things weigh more heavily on those starting their careers. First, the return of student loan payments, suspended during the pandemic, according to the Department of Education, which has been draining the disposable income of millions of young people.
Second, more expensive credit and worsening delays. The New York Fed recorded high levels of delinquency in the third quarter of 2025, with an increase in transitions to more serious stages, specifically in credit cards and student loans. For the 18-29 age group, the pressure is more acute, given the beginning of their financial lives.
With less leeway, consumption is reorganizing toward what fits in the pocket and what is easy to access. On mobile, for example, the barrier to entry is low, the free-to-play offering is massive, and sessions fit between daily tasks.
Many adults now prefer quick experiences on their smartphones, using short gaming sessions to fill breaks between daily tasks. Casual puzzle games and other free-to-play titles share space with a growing segment of regulated iGaming apps for those who enjoy real-money play.
For this audience, it is easy to access blackjack games on mobile devices alongside other casino titles, rather than risking high one-time purchases that may not engage them in the long term.
These iGaming products are intended exclusively for adult users, typically 21+ in most U.S. jurisdictions, and licensed operators must apply age verification, geolocation, and responsible gaming tools.
Mobile continues to lead and shape how and how much to spend
Even with a more mature market, revenue from in-app purchases in games grew 4% in 2024 in iOS and Google Play stores, according to Sensor Tower. This recovery came after two years of post-pandemic adjustment and reinforces the strength of the free-to-play model supported by live events, passes, and cosmetic items.
At the same time, the time spent and the number of sessions also increased, which supports more diluted and recurring monetization. In the global breakdown by platform, mobile continued to account for the largest share of the industry in 2024 (about half of the market), surpassing consoles and PCs in revenue generation.
In the US, this predominance is linked to routine. Snackable, social games that run on any device are more likely to fit into the busy week of those who are studying, interning, or starting their first job. Performance examples help explain the attraction to social and constantly progressing formats.
Titles such as Monopoly GO and Genshin Impact have recently reported annual box office revenues in the billions, while Honor of Kings continues to lead monthly revenue rankings. This is a sign that events, communities, and live ops continue to dictate the pace of engagement and conversion.
Fewer full games in the cart, more value per subscription, and one-time purchases
The way people buy has also changed. Circana itself reports that young people in the US are purchasing fewer full titles per year and compensating with subscription access and occasional microtransactions.
This is especially true when the community organizes sessions and the entire group decides to purchase a season pass, or when a major update rekindles the player base. Buying less and playing more sums up 2025. Fewer high-ticket items, more low-cost recurring purchases.
This preference also benefits from large libraries of console and PC services, which act as cheap entertainment insurance. In months with strong releases, the subscription carries the load.
In weaker months, the combination with F2P mobile secures the calendar. And when a peak of collective buzz happens, a patch, a new mode, a limited skin, one-off purchases return, but usually below the price of an AAA title.
How publishers are reacting
The market response has been pragmatic. Rather than raising prices, studios and publishers are reinforcing live content cycles (events, collaborations, temporary modes) to maintain return frequency and preserve the willingness to make small but regular purchases.
In mobile, Sensor Tower points out that IAP revenue grew even with a drop in downloads. That is, the existing catalog is monetized more with continuous operations, segmentation of offers, and interconnected progression.
Another pillar is reducing friction. Cross-play, cross-progression, and account synchronization make it less costly (and more desirable) to move between screens. For young people who spend a good part of their time on their smartphones, this fluidity maintains engagement between commutes and breaks.
And it reopens the door to seasonal purchases when the group of friends returns to a specific title. On consoles and PCs, subscriptions act as a buffer. They guarantee broad access and free up funds for one or another cosmetic item that signals social belonging within the game.
