The gaming industry’s financial and engagement metrics for 2025 paint a picture of divergent priorities among major publishers. While Electronic Arts (EA) claimed the highest number of game downloads across PC and console platforms, Microsoft spent more on advertising than any other company—a reflection of its aggressive push to drive player acquisition for its first-party titles.
According to the latest data from a global analytics firm, EA’s portfolio led with 206 million downloads across Steam, PlayStation, and Xbox, outperforming Microsoft (148 million) and Take-Two (92.8 million). Ubisoft and Sony Interactive Entertainment rounded out the top five with 80.1 million and 73.9 million downloads, respectively. These figures exclude mobile downloads, where Tencent remains the dominant force when all platforms are considered.
Yet despite EA’s download leadership, Microsoft allocated the largest advertising budget among publishers. The company’s spending focused heavily on Minecraft, a perennial favorite, along with substantial investments in Call of Duty: Black Ops 7. Meanwhile, Epic Games—ranked fourth in ad spend—directed its largest marketing push toward Fortnite, which retained its position as the most heavily advertised single title of the year. EA’s Battlefield 6, the best-selling game of 2025, secured the fourth-highest ad spend, underscoring its role as a cornerstone of the publisher’s strategy.
A notable outlier in the ad spend rankings was 1047 Games, which spent enough to place its title Splitgate: Arena Reloaded in the top ten. Despite the marketing effort, the game’s peak concurrent player count on Steam hovered just under 26,000—a far cry from its initial ambitions. Regular player numbers often dipped below 1,000, highlighting the challenges of reviving a struggling franchise through advertising alone.
The disconnect between ad spending and sustained player engagement is further illustrated by monthly active user (MAU) data. While titles like Counter-Strike, Roblox, and Fortnite dominated the top spots, EA stands out as the only publisher with more than three games in the top five. Its lineup included Battlefield 6, EA Sports FC 25, Apex Legends, and Skate. Microsoft and Take-Two followed with three titles each, while Epic Games and Valve contributed two.
The data suggests a strategic split in the industry: EA and other top publishers prioritize download volume and portfolio diversity, while Microsoft and Epic Games funnel resources into high-visibility, high-budget campaigns. For developers and players alike, the results reflect a market where visibility and engagement remain two distinct battles.
