2025年全球游戏发行与营销行业研究报告（英）

9 – 10 September 2025Novotel London West, London, UKTHE GLOBAL STATE OF GAME PUBLISHING & MARKETING 2025 INDUSTRY REPORTBook OnlineVisit SiteVisit SiteForewordTable of ContentsList of TablesList of FiguresIntroductionSECTION 1: Game Publishing StrategiesPublisher-Developer RelationshipsCross-Platform PublishingSelf-PublishingSECTION 2: Marketing and User AcquisitionDigital Channels and Decline of Traditional RetailPartnerships as Marketing ChannelsInfluencer MarketingSECTION 3: CommunityImportance of Community in GamingCommunity SafetySECTION 4: Data-Driven SuccessThe Role of Data in Publishing and MarketingSECTION 5: Revenue Streams and Business ModelsLive Service GamesBoxed Games/One-time Purchase ModelSubscription ModelsEsportsHybrid Models22 2 3 3 31616477242424 24 27 27 272728281717202020202222ForewordAhead of the Game Publishing and Marketing Summit, we commissioned this report to deliver an in-depth overview of how, and why, game publishing and marketing experts are reimagining their core strategies. The aim of this report is to outline key topics that may enable studios, regardless of size, to make internal improvements to their business models and games that will keep them not just relevant, but essential.The findings reflect an increased interest, investment and dependence on user research, player and platform data and analytics, third-party services, personalised events and engagement, and multi-platform retail strategies. However, solely relying on access to research and digital tools will not help studios navigate ever-growing player expectations, modern technology, or regulations.This report is designed to highlight the latest opportunities and challenges in the gaming industry. We hope it serves as a practical resource for decision makers seeking to stay a step ahead of the curve in a rapidly changing and customer dependant industry. Jade Tierney#GPMSummit DirectorSECTION 6: Software and ServicesPublishing as a ServiceDesign StudiosConclusionBibliography1414771010141430303232363638383838393940404343The Global State of Game Publishing and Marketing 2025 Industry ReportContents2 2 Book OnlineVisit SiteVisit SiteThe Global State of Game Publishing and Marketing 2025 Industry ReportTablesFiguresTable 1: Benefits of Developing Cross-Platform GamesTable 2: Popular Cross-Platform GamesTable 3: Top Cross-Platform Game EnginesTable 4: Top-10 Self-published Games during 2019-2024Table 5: Examples of Successful Collaborations in GamesTable 6: The Role of Influencers in Shaping Gaming TrendsTable 7: Benefits of Gaming Influencers in Marketing Over Traditional AdvertisingTable 8: Community Management Tools/Platforms by Leading Companies (Selected)Table 9: Safety Rules and Regulations in Gaming IndustryTable 10: Data Analytics: Leading Providers (Selected)Table 11: Comparisons of Leading Subscription Service ProvidersTable 12: Hybrid Models Used in Selected Games and PlatformsTable 13: Design Studios: Leading Companies (Selected)9Figure 1: Glo