In 2025, Ampere Analysis polled 34,428 players in 22 markets. How the UK, US, Japan favor single-player while China, Sweden lean multiplayer, plus age trends.
© A. Krivonosov
A new survey reveals a pronounced gap in gaming preferences across countries: in 2025, players in the UK, the US, and Japan are more inclined toward single-player titles, while China and Sweden lean toward multiplayer. Conducted by analytics firm Ampere Analysis, the study polled 34,428 players across 22 global markets, underscoring how play styles can differ sharply from one market to another.
According to the published figures, 58% of respondents in the UK prefer single-player games. In Japan the share reaches 63%, and in the US it climbs to 65%. A similar picture emerges in Thailand (62%) and Germany (60%), where single-player also leads. The pattern is not universal, though: in China only 47% chose single-player, and in Sweden the figure is 49%. In the Netherlands it stands at 50%, leaving players almost evenly split between solo and multiplayer experiences.
The study also highlighted a link between preferences and age. Among younger players aged 16–24, only 49% favor single-player. In the 25–34 bracket the share rises to 56%, and among those aged 55–64 it reaches 64%. Ampere noted that the marked gap between the 16–24 and 25–34 groups illustrates differences in gaming taste and how Gen Z and millennials perceive the industry.
The social element remains influential as well: 24% of those surveyed said they would buy or download a game if a friend or acquaintance is playing it. Even in a market crowded with options, a recommendation clearly still carries weight.