Analysts: In 2025, Microsoft spent $44 million on advertising for console and PC games in the USA—more than Sony and Take-Two combined
Microsoft is spending tens of millions of dollars on promoting games. The analytics company Sensor Tower estimated that from January 1 to August 3, 2025, the corporation invested $44.2 million in game advertising in the United States alone — and this is only for projects on PlayStation, Xbox, and Steam, excluding Nintendo Switch, mobile, and other platforms.
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As noted by analysts, as a result, Microsoft ranked first among publishers in terms of American advertising expenditures associated with games for the listed platforms.
Here's the entire top 10:
1. Microsoft — $44.2 million;
2. Epic Games — $40.6 million;
3. Take-Two Interactive — $26.3 million;
4. Tencent — $18.4 million;
5. Ubisoft — $16.5 million;
6. Sony — $15.9 million;
7. Electronic Arts — $12.5 million;
8. Roblox — $9.6 million;
9. 1047 Games — $9.3 million;
10. SEGA — $7.6 million.
If we talk not about companies but about specific games, the most money during this period in the USA was spent on advertising Fortnite — $17.8 million. The second place goes to Roblox — $9.6 million. The top five also included Splitgate 2 ($9.3 million), Assassin’s Creed Shadows ($8.6 million), and Valorant ($8.1 million).
Top 10 free-to-play and premium games for consoles and PC by the amount of money spent on their advertising in the USA in 2025