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Image: UK Red Bull player AngryGinge
Gaming content creators in the UK are feeling optimistic, as 97% of those who make money from content are expecting revenues to ‘increase significantly’.
That’s according to a new data from Visa published this morning, with headline findings below.
8 UK gamer content creator stats from Visa
- A third (33%) of gamers in the UK say that content creators play an important role in their spending decisions.
- Over half (58%) of UK gamers engage with gaming influencers at least once a week, according to Visa, rising to 75% for 18 to 34-year-old gamers.
- Three in ten (35%) UK gamers are either streaming (13%) or sharing game related content on social media (22%). Out of those creating content, almost a quarter (23%) consider themselves a ‘gaming content creator’, whilst over half (53%) would consider becoming one in the future.
- Over nine in ten (93%) gamers in the UK believe the career path of being a gaming influencer has become more appealing over the last three years.
- 86% of gamers in the UK believe that playing or watching gaming or esports improves their problem-solving and quick-thinking skills. Gaming content creators share a similar view, with many feeling that it enhances their web design, development and digital skills (74%).
Of those gamers that create content:
- Over a third (37%) generate a revenue from it and a further 61% would like to
- Streaming (50.47%), sponsored content (44.86%) and subscriptions (44.86%) are the most common revenue drivers
- More than a quarter (29%) of those that earn revenue from content creation get paid over £1,000 a month for doing so, with almost all (97%) believing their revenue will increase significantly over the next year
This was found after Fieldwork conducted an online survey in February 2025 among 5,565 consumers (18-65 year olds) who play video games at least once a month. It included gamers in the UK, France, Germany, Italy and Poland, with the data gathered outside of the UK being used for the below.
Top 5 challenges for gaming content creators in 2025
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.
For those that are creating content but not yet making revenue, the top five challenges include:
- Growing and keeping an audience (48%)
- Creating engaging content and managing creative stress (35%)
- Making enough money consistently (35%)
- Dealing with negative comments, fake product endorsements, or scams (35%)
- Getting sponsorships or forming brand partnerships (31%)
Visa’s research finds that the gaming sector is not only boosting the economy but also enhancing players’ skillset.
Frankie Ward and Quickshot on Visa
Frankie Ward, UK gaming content creator, said in the press release: “Gamers are passionate about investing in new games and supporting their longtime favourites. Many are active members of online communities, such as those setup 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.”
Trevor ‘Quickshot’ Henry, another gaming content creator, and former League of Legends LEC caster, added: “Visa getting involved in gaming is extremely exciting for me and other content creators like me. Each creator, influencer or broadcaster acts as a small business with lots of touch points for spending opportunities with their fans and communities.
“Having Visa dedicate real resources and time to acknowledging this part of the industry and providing services and solutions for all the potential payment opportunities for me and my peers is a massive step forward for this growing market.”
Gaming entertainment spending rose in 2024
Visa cardholder spending in gaming entertainment in Europe has increased 16.7% year-on-year in 2024, representing a growth rate that’s 40% higher than overall growth in Visa cardholder spending.
The data shows that gaming entertainment spending grew 60% more than travel, 75% more than fashion and 85% more than theatre and cinema over the last year, making it one of the fastest growing sectors in Europe.
According to global network VisaNet, gamers are both spending more and making more transactions compared to the average Visa cardholder in Europe, with those in Spain spending the most on gaming entertainment and those in Hungary having the highest number of transactions on average.
Kim Kadlec, Chief Marketing Officer at 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.”
Gaming content evolves with more creator esports teams
The news comes as gaming content creators have more options to earn revenues and reach viewers than before, and as more stream content-focused esports teams are forming, like Los Ratones (pictured above).
Sheffield esports organisation Endpoint recently revealed plans for creator teams in esports via new TikTok network Endpoint Live.
And streaming platform Kick offers creators 95/5 revenue split. Last September, Kick said the English market would see a 33% average increase in earnings under a revamped Kick Creator Incentive Programme (KCIP).
Dom is an award-winning writer and finalist of the Esports Journalist of the Year 2023 award. He graduated from Bournemouth University with a 2:1 degree in Multi-Media Journalism in 2007.
As a long-time gamer having first picked up the NES controller in the late ’80s, he has written for a range of publications including GamesTM, Nintendo Official Magazine, industry publication MCV and others. He worked as head of content for the British Esports Federation up until February 2021, when he stepped back to work full-time on Esports News UK and offer esports consultancy and freelance services. Note: Dom still produces the British Esports newsletter on a freelance basis, so our coverage of British Esports is always kept simple – usually just covering the occasional press release – because of this conflict of interest.
