Visa cardholder spending in gaming entertainment in Europe has increased 16.7% year-on-year in 2024, representing a growth rate that’s 40% higher than overall growth in Visa cardholder spending.

That is according to data from Visa, a specialist in digital payments, which shows that gaming entertainment spending grew 60% more than travel, 75% more than fashion and 85% more than theatre and cinema over the last year, making it one of the fastest growing sectors in Europe.

According to Visa data, gamers are both spending more and making more transactions compared to the average Visa cardholder in Europe, with those in Spain spending the most on gaming entertainment and those in Hungary having the highest number of transactions on average.

Kim Kadlec, CMO, Visa Europe, said: “Gamers in Europe represent a digitally savvy and a significant demographic, with gaming entertainment serving as a key source of connection and creativity, especially among younger audiences. In this context, the role of gaming content creators is becoming more prominent, and there’s a significant potential for them to drive positive economic activities further. As the gaming industry evolves, we remain committed to empowering them to build trust within their communities and contribute to the thriving ecosystem, so that everyone benefits.”

Emerging Gaming Creator Economy

Visa’s research highlights the increasing influence of content creators on gaming-related purchases, with a third (33%) of gamers in the UK saying that content creators play an important role in their spending decisions. Over half (58%) engage with gaming influencers at least once a week, according to Visa, rising to 75% 18 to 34-year-old gamers.

As the demand for gaming entertainment content grows, so is the supply – with Visa finding that three in ten (35%) UK gamers are either streaming (13%) or sharing game related content on social media (22%). Out of those creating content, almost a quarter (23%) consider themselves a ‘gaming content creator’, whilst over half (58%) would consider becoming one in the future. Visa finds that over nine in ten (93%) gamers in the UK believe the career path of being a gaming influencer has become more appealing over the last three years.

Of those gamers that create content:

• Over a third (37%) generate a revenue from it and a further 61% would like to
• Streaming (50.47%), sponsored content (44.86%) and subscriptions (44.86%) are the most common revenue drivers
• More than a quarter (29%) of those that earn revenue from content creation get paid over £1,000 a month for doing so, with almost all (97%) believing their revenue will increase significantly over the next year

Despite the emerging gaming economy showing encouraging signs of growth, content creators are facing significant challenges when it comes to earning money from their fanbases. For those that are creating content but not yet making revenue, the top five challenges include:

1. Growing and keeping an audience (48%)
2. Creating engaging content and managing creative stress (35%)
3. Making enough money consistently (35%)
4. Dealing with negative comments, fake product endorsements, or scams (35%)
5. Getting sponsorships or forming brand partnerships (31%)

Visa recognises content creators as small businesses and is committed to helping them get paid fast. Today, creators can easily and securely pay and be paid with Visa’s financial tools, resources, and products available to small businesses worldwide.

Trevor ‘Quickshot’ Henry, gaming content creator, said: “Visa getting involved in gaming is extremely exciting for me and other content creators like me. Each creator, influencer or broadcaster acts as a small business with lots of touch points for spending opportunities with their fans and communities. Having Visa dedicate real resources and time to acknowledging this part of the industry and providing services and solutions for all the potential payment opportunities for me and my peers is a massive step forward for this growing market.”

Frankie Ward, gaming content creator, said: “Gamers are passionate about investing in new games and supporting their longtime favorites. Many are active members of online communities, such as those setup and run by content creators, and they want to financially support these creators as well. To facilitate this, they need secure, fast, and reliable payment solutions they can trust—like those offered by Visa. What is exciting to hear is that Visa recognises this and is interested in making connections within the gaming space.”

Supporting gamers unlock their potential

Visa’s research finds that the gaming sector is not only boosting the economy but also enhancing players’ skillset. 86% of gamers in the UK believe that playing or watching gaming or esports improves their problem-solving and quick-thinking skills. Gaming content creators share a similar view, with many feeling that it enhances their web design, development and digital skills (74%).

Photo by Fredrick Tendong on Unsplash