Kim Kadlec, Chief Marketing Officer, 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”
Europe’s Emerging Gaming Creator Economy
Visa’s research3 highlights the increasing influence of content creators on gaming-related purchases, with over a quarter (28%) of gamers saying that content creators play an important role in their spending decisions. Over half (53%) engage with gaming influencers at least once a week, according to Visa, rising to seven in ten (70%) 18 to 24-year-old gamers.
As the demand for gaming entertainment content grows, so is the supply – with Visa finding that three in ten (30%) gamers are either streaming (11%) or sharing game related content on social media (19%). Out of those creating content, one in five (21%) consider themselves a ‘gaming content creator’, whilst over half (52%) would consider becoming one in the future. Visa finds that almost nine in ten (91%) gamers believe the career path of being a gaming influencer has become more appealing over the last three years.
Of those gamers that create content:
• Two in five (41%) generate a revenue from it and a further 56% would like to
• Streaming (41%), subscriptions (40%) and consumer purchases (38%) via their content are the most common revenue drivers
• Three in ten (30%) of those that earn revenue from content creation get paid over £1,000 a month for doing so, with almost all (96%) 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. The biggest challenges for those generating revenue from content creation include growing their audience (34%), technical aspects such as accepting payments (36%) and understanding platform rules (34%).
For those that are creating content but not yet making revenue, the top five challenges include:
• Growing and keep an audience (46%)
• Securing sponsorships and brand partnerships (35%)
• Creating engaging content and managing creative stress (34%)
• Dealing with technicalities (34%)
• Making enough money consistently (34%)
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.
In line with this commitment, Visa recently hosted an exclusive event in Warsaw, focusing on the gaming industry. The event was attended by more than 100 guests and highlighted the vibrant gaming sector with insights from experts and eSports presenters Frankie Ward and Trevor ‘Quickshot’ Henry.
Trevor ‘Quickshot’ Henry, Broadcaster and Gaming Creator said: “Visa getting involved in gaming is extremely exciting for myself and other creators in the gaming space. Creators, influencers and broadcasters are all small businesses with multiple touchpoints for spending, whether that's on a business level or with their fans and communities. Having Visa dedicate time and real resources to help every stage of monetization is huge, and it demonstrates Visa's recognition of the industry and the new generation of small businesses that are digital and personality centric."
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 set up 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. Four fifths (81%) of gamers believe that playing or watching gaming or esports improves their problem solving and quick thinking. Gaming content creators share a similar view, with many feeling that it enhances their web design, development and digital skills (71%).
Our newest partnership
Visa has announced a three-year strategic partnership with Ubisoft in Europe, delivering exciting opportunities to enrich gaming experiences.
Through its partnership with Ubisoft, Visa will be launching co-branded marketing promotions on renowned games, including the recently launched Just Dance 2025 edition, offering exclusive content, Ubisoft+ benefits, and game codes in Europe and the UK. These features will be accessible to select consumers through special Visa promotional campaigns.
Additionally, over the next three years, this strategic collaboration will see both companies exploring innovations that extend beyond gaming through various joint initiatives. To celebrate the launch of Just Dance, an exclusive celebratory dance will be created featuring Kika Nazareth, Team Visa footballer.
Kimberly Kadlec, Chief Marketing Officer, Visa Europe comments: “I am delighted that Visa will be bringing its expertise to the gaming world through our partnership with Ubisoft and offering exclusive opportunities to our cardholders and beyond. It’s the beginning of an exciting journey for both Visa and Ubisoft, and we look forward to seeing it unfold”.
Chris Early, SVP, Strategic Partnerships & Business Development, Ubisoft comments: “Today marks the first step in our partnership with Visa to bring exclusive in-game content to Visa cardholders, and we look forward to sharing more soon.”
This collaboration will build on Visa’s 40-year history of world-class leadership in sports and entertainment sponsorships and partnerships by adding one of the leaders in the gaming industry, further driving impactful experiences for clients and cardholders.
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About Visa Inc.
Visa (NYSE: V) is a world leader in digital payments, facilitating transactions between consumers, merchants, financial institutions and government entities across more than 200 countries and territories. Our mission is to connect the world through the most innovative, convenient, reliable and secure payments network, enabling individuals, businesses and economies to thrive. We believe that economies that include everyone everywhere, uplift everyone everywhere and see access as foundational to the future of money movement. Learn more at Visa.com.
Disclaimer:
Case studies, statistics, research and recommendations are provided “AS IS” and intended for informational purposes only and should not be relied upon for operational, marketing, legal, technical, tax, financial or other advice. Visa Inc. does not make any warranty or representation as to the completeness or accuracy of the Information within this document, nor assume any liability or responsibility that may result from reliance on such Information. The Information contained herein is not intended as legal advice, and readers are encouraged to seek the advice of a competent legal professional where such advice is required.
1Figures were analysed by global network VisaNet in 2024
2Figures were analysed by global network VisaNet comparing 2023 to 2024
3Online survey among 5,565 consumers, 18-65 year olds who play video games at least once a month. Countries: France, Germany, Italy, Poland, UK. Fieldwork Feb 2025