Sensor Tower released its State of Gaming 2026 report, reviewing 2025 across downloads, ad spend, and player metrics. The data focuses on PC and console markets sampled from Steam, PlayStation, and Xbox. The numbers reveal shifts in how players find games, how publishers buy attention, and how digital storefronts shape discovery.
EA reached the top charts for game downloads on PC and console with about 206M downloads. Microsoft led in marketing spend for PC and console, while Take-Two held third in downloads. These moves reshaped the video game industry in 2025 and set clear gaming trends for 2026.
Pro gamer Alex uses this report to plan streaming schedules and buying picks. Alex watches which PC games and console games keep players online, and which titles receive heavy ad support. You get a clearer picture of how discovery and spend influence play habits and how digital distribution routes steer success.
EA Leads Downloads
Sensor Tower ranked publishers by combined PC and console downloads. EA sits first with roughly 206M. Microsoft follows with about 148M, and Take-Two posts near 92.8M. Ubisoft and Sony fill spots four and five with roughly 80.1M and 73.9M.
EA’s performance came from a small set of high-impact releases, led by Battlefield 6 and several sports franchises. This concentrated success shows portfolio depth beats scattershot catalogs when you measure raw downloads. Insight for developers, focus pays more than noise.
Marketing Ranks
Microsoft spent the most on PC and console ads in 2025. Take-Two ranks second in ad spend, with EA third. Epic Games and Tencent complete the top five for marketing investment. Spending patterns differ from download leaders, signaling distinct strategies between reach and conversions.
Microsoft placed big budgets behind evergreen franchises such as Minecraft and the new Call of Duty release. Epic Games poured ad dollars into Fortnite, which led single-game ad spend. Battlefield 6 ranked high on ad spend and finished as the best-selling title for the year. Lesson, buying awareness does not guarantee long term retention, you must pair spend with product quality.
Top PC And Console
The report isolates PC and console downloads to reveal a clearer market order. Sensor Tower avoided mobile volumes to highlight desktop and console traction. The list shows where players choose content via digital storefronts, and who benefits most from platform distribution.
- EA: ~206M downloads, strong AAA hits driving volume.
- Microsoft: ~148M, biggest ad spender.
- Take-Two: ~92.8M, steady catalog performance.
- Ubisoft: ~80.1M, consistent releases.
- Sony: ~73.9M, platform-first strategy shows returns.
For publishers the insight is clear, combine strong franchise launches with targeted digital distribution to sustain visibility. If you build for platforms where your audience already shops, your return on marketing improves.
For context on platform moves and hardware trends, review coverage on Xbox 2026 innovations and market shifts such as changes in hardware pricing reported in Steam machine prices surge. These stories influence where players buy and which stores dominate discovery.
Engagement Stats
Downloads tell one story, monthly active users tell another. Titles like Battlefield 6, EA Sports FC 25, Apex Legends, and Skate kept large audiences. EA is the only publisher with more than three titles among the most played list, showing portfolio depth helps retention.
Fortnite led single-game ad spend while sustaining high engagement. Splitgate relaunch received heavy marketing, yet peak concurrent players on Steam stayed under 26K. Example shows heavy spend helps visibility but community rebuilding requires time and product adjustments.
Why did EA top PC and console downloads in 2025?
EA posted about 206 million downloads, driven by major franchise releases and a focused release calendar. The publisher leveraged established IP to maximize digital storefront visibility and momentum.
How did Microsoft lead in ad spend while ranking second in downloads?
Microsoft targeted broad awareness across franchises such as Minecraft and Call of Duty. The strategy prioritized reach and platform positioning, which raised visibility but translated to fewer combined downloads than EA.
What role does digital distribution play in these results?
Digital distribution concentrated discovery on a few storefronts. Steam, PlayStation Store, and Xbox Store remain primary channels for PC and console downloads, influencing which publishers top the charts.
Does heavy ad spend guarantee long term success?
No. High marketing budgets increase awareness, but player retention depends on product quality, live services, and community support. Splitgate relaunch shows high spend without immediate large concurrent audiences.