European Video Gaming Spend to Triple to $89.9 Billion by 2035 as E-commerce Vertical Surges

European video gaming spend is projected to more than triple to USD 89.9 billion by 2035, outpacing SaaS and social media as the region's fastest-growing e-commerce vertical. For fintech professionals, this shift highlights a critical divergence: while Western growth relies on wealthy, older demographics, emerging markets are driving volume through radical financial inclusion and local payment rails.

What was announced

New analysis from EBANX, utilizing data from World Data Lab (WDL), indicates that the European video gaming market will expand at a compound annual growth rate (CAGR) of 13.9% over the next decade. This trajectory is part of a broader global trend where worldwide gaming spend is expected to climb from USD 206.1 billion to USD 633.8 billion by 2035, maintaining a 13.3% CAGR.

The data reveals a stark demographic divide in how this growth is achieved. In Europe, 55.6% of the projected spending increase is attributed to adults aged 45 and over. Furthermore, 62.9% of this growth comes from the "Rich and Upper Middle Class"—defined as those spending more than USD 90 per day. A similar pattern is observed in the United States, where these affluent groups account for 90.6% of the growth.

Conversely, the fastest-growing markets are concentrated in emerging economies, which represent 42 of the top 50 growth territories. Among countries expected to exceed USD 500 million in annual gaming spend by 2035, Kenya leads with a 25.6% CAGR, followed by Turkey (21.3%), Ukraine (20.6%), and Brazil (19.5%). In these regions, growth is fueled by first-time buyers utilizing alternative payment methods (APMs) rather than traditional credit cards. For instance, in Colombia, the digital wallet Nequi is used by 62% of adults, nearly triple the share of credit card holders.

"Low card penetration and the digitalisation of these economies through local rails and alternative payment methods have driven massive financial inclusion over the past decade, bringing a whole young generation into digital commerce. These are the consumers behind video gaming growth in emerging markets, a profile completely different from what we see in the U.S. and Europe."

Estelita Hass, Head of Market Intelligence at EBANX.

The companies involved

EBANX is a technology company that specializes in connecting global merchants to emerging markets through local payment processing. The firm has established a significant presence across Latin America, Africa, and Asia, focusing on bridging the gap between international businesses and consumers who lack access to global credit cards. By integrating local payment methods like Brazil’s Pix or Colombia’s Nequi, EBANX enables global enterprises to tap into high-growth regions.

Nequi is a prominent digital wallet in Colombia, serving as a primary financial tool for a large portion of the population that remains unbanked by traditional institutions. The World Bank, an international financial institution that provides loans and grants to the governments of low- and middle-income countries, provides the foundational data on financial inclusion that underscores the importance of such wallets. World Data Lab (WDL) provides the predictive consumer spending data used to forecast these market shifts through 2035. Together, these entities illustrate a global shift toward digital-first financial ecosystems that operate independently of legacy banking infrastructure.

What FF News has reported before

FF News has closely tracked the strategic movements of EBANX as it scales its operations. We recently covered how EBANX Expands Global Leadership Across EMEA, APAC, Africa, and LatAm Following 48% TPV Growth, highlighting the firm's aggressive expansion into new territories. The importance of localizing financial services was also reflected in our report on how iDenfy Launches Spanish-Language KYB Localization to Streamline Global Business Onboarding. Additionally, the broader trend of shifting consumer power is a recurring theme, as seen in our coverage of NIQ Research Reveals Behavioral Shift Over Generational Spending as Gen Z Power Hits $12 Trillion and how City Traders Imperium Expands Global Funded Trading Access Across 178 Countries.

What this means

The gaming sector is acting as a canary in the coal mine for the broader e-commerce industry. The data suggests that the "easy" growth in Western markets is now confined to a wealthy, aging elite, putting immense pressure on merchants to optimize for high-value transactions. However, the real volume battle is moving to emerging markets where the traditional credit card is irrelevant. For payment providers, the message is clear: the ability to process local rails like Pix or Nequi is no longer a "value-add" but a prerequisite for survival. The industry must now grapple with whether legacy systems can ever truly compete with the speed and inclusion of these domestic instant-payment networks.