A new joint report from Newzoo and Tebex reveals that European gamers are outspending their North American counterparts on microtransactions, while also being more likely to wait for a sale before making a purchase. 
The study, Unlocking Games Revenue: Player Behavior and Payment Trends in the West, offers a detailed look at how players in these two regions spend their money in today’s gaming landscape.
Although North America and Europe account for a smaller share of the global player base, together they generate nearly half of the world’s gaming revenue. Unlike two decades ago, when the market was dominated by full-game sales, modern gaming economics are driven heavily by microtransactions-and here’s where regional habits diverge.
European players spend more on in-game purchases overall, with sports games topping their list of favorite genres. In North America, shooters dominate the charts. In Europe, microtransactions represent nearly half of PC gaming revenue and about a third of console gaming revenue. Across both regions, consoles remain the only platform where premium game purchases still make up more than 50% of spending.
When it comes to motivation, the differences are clear: 28% of European gamers cite discounts or a ‘good price’ as their top reason for buying, while North Americans are most motivated by gaining access to exclusive or extra playable content. In fact, waiting for a sale ranks only fifth on the North American list of purchase drivers.
Despite these differences, the types of microtransactions bought are strikingly similar. Both markets prioritize expansions, power-ups, in-game currencies, and subscriptions. Loot boxes-or ‘gacha’-sit at the bottom for both, though the report clarifies this ranking applies only to purchases made directly with real money, excluding those funded with in-game currency.
The report also underscores a reality many gamers already know: microtransactions and virtual currencies aren’t disappearing anytime soon. As Liam Wiltshire, head of payments and compliance at Tebex, explains, “Virtual currencies and microtransactions are no longer just revenue streams. They’re becoming strategic levers for retention and differentiation.” Whether welcomed or resented, they’re firmly embedded in the business of modern gaming.