Women and Over 50s Were the UK's Fastest Growing Gaming Spenders

The UK bank Barclays released new data on video game spending among women and people over 50 years old. According to the report, the number of customers from the aforementioned categories increased significantly compared to pre-pandemic levels.

The data reveals that during the pandemic, women spent 51% more on games than they did prior to it, although men still remain the dominant audience regarding game spending. Since 2019, games revenue received from men has grown by 43%.

Interestingly, the most fast-growing category over two years was people aged 50-64 – since 2019 their gaming spending increased by 59%. However, they account for only 12.2% of all UK revenue.

The most loyal gamers remained 16-24 age group. In 2021, representatives of this segment made purchases 2.5 times more often than others. This category has grown by 27% since 2019.

The average gaming transaction in the UK was £15.11. Most of the transactions were between £6.00 and £6.99, while the second-largest fee area was £3 and £3.99. Thes figures are far below the price of a PC or console game which reflects the growing importance of DLC, microtransactions, and subscription services. 

Video games are the second largest growth segment in the UK after the pandemic that was overtaken only by digital content and subscription, driven by video streaming platforms.

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