Nintendo Switch 2 sets sales records, US game subscription spending reaches a new peak - suggesting potential growth for Xbox Game Pass?
The video game industry is gearing up for an exciting summer, with the highly anticipated release of Helldivers 2 on Xbox Series X|S expected to significantly impact video game subscription spending in July and August.
Subscribing to Xbox Game Pass Ultimate grants access to all content added to the service, including Helldivers 2, which will be available on various platforms such as Xbox consoles, PC, and Cloud. This popular subscription model is offered by retailers like Amazon, Best Buy, and CDKeys, making it accessible to a wide audience.
The Nintendo Switch 2, which enjoyed a record-breaking launch in June 2025, selling 1.6 million units in the U.S., is also expected to dominate July's video game spending. The continued early success of the Nintendo Switch 2 has led to a 249% increase in hardware spending year-over-year.
The top-selling game of the year so far in the U.S. is Monster Hunter Wilds, but in June, Elden Ring Nightreign remained the top-selling game, followed closely by Death Stranding 2: On the Beach in second place and Mario Kart World in third.
Video game subscription spending reached a new monthly high in the U.S. for the second consecutive month in June 2025, with non-mobile video game subscription spending also reaching an all-time high. This growth in subscription spending is a reflection of the robust global video game market, with average revenue per user (ARPU) for mobile games in the U.S. projected to rise in the coming years.
The trend towards increased engagement and spending in video games is not limited to the U.S. or mobile games. Western European gamers have increased their game purchases in 2025 compared to 2024, while industry reports indicate a trend toward increasing advertising-driven revenue in gaming, with consumers willing to spend more on lower-priced subscription and free-to-play models augmented by non-intrusive ads.
In summary, Helldivers 2’s release on Xbox Series X|S is expected to positively influence video game subscription spending in July and August 2025, complementing the broader upward trends in gaming revenue and consumer spending on digital game services. Subscription-based models, particularly involving new AAA titles and platform exclusives, will likely capitalize on this momentum.
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[1]: Source for average revenue per user (ARPU) for mobile games in the U.S. [2]: Source for increased game purchases in Western Europe in 2025 [3]: Source for overall digital gaming revenues [4]: Source for trends in advertising-driven revenue in gaming [5]: Source for consumer willingness to spend on lower-priced subscription and free-to-play models augmented by non-intrusive ads.
- Gamers looking forward to Helldivers 2 might consider subscribing to Xbox Game Pass Ultimate, as it offers access not only to Xbox consoles and PC, but also to upcoming titles like Helldivers 2 on Xbox Series X.
- With the strong sales of Xbox Series X hardware and the anticipated title releases, Microsoft Windows users might also find engaging gaming experiences through the compatibility of Xbox titles on their PC.
- Meanwhile, gadget enthusiasts anticipating new hardware releases may want to keep an eye on the upcoming releases of the Nintendo Switch 2, continuing to dominate video game spending in July, and the Xbox Series X, with its anticipated impact on subscription spending.
- As the video game industry continues to evolve, a growing trend in advertising-driven revenue suggests that gamers willing to spend on lower-priced subscription and free-to-play models may see more non-intrusive ads integrated into their gaming experiences.
