LONDON, June 12, 2025— Brand loyalty is no longer king in the gaming world. A new survey from digital marketplace Eneba has found that just 20% of gamers remain loyal to a single console, highlighting a major shift in how players engage with gaming platforms and affirming Xbox’s bold move towards a more flexible, cross-platform ecosystem.
As the survey suggests, players today are less interested in staying locked into one brand and more focused on convenience, value, and the freedom to play on their own terms. The findings reflect a growing trend that Xbox seems keen to embrace: opening up its platform to other devices and services, allowing users to access their games on Steam, PlayStation, or even through cloud streaming on smart TVs.
Price Over Platform
Gamers are becoming increasingly strategic with how and where they spend. According to Eneba’s 2025 report, 48% of respondents rank price as their number one consideration when purchasing games, while 40% say they only buy games when they’re deeply discounted. This consumer mindset is reshaping the landscape for digital marketplaces and platform holders alike.
“We’re seeing gamers buy and use gift cards strategically stacking them during sales and timing purchases around promotions. They’re not just buying games; they’re optimising their entire budget,” said Ignas Ivaškevičius, Category & Partnerships Manager at Eneba.
This focus on maximising value has made Xbox’s Game Pass an attractive option especially when users can purchase monthly subscriptions at reduced rates using discounted gift cards. The mix of affordability, access to a large library of titles, and no long-term commitment has turned Game Pass into a cornerstone of value-driven gaming.
The Rise of Multi-Platform Play
Perhaps the most telling trend is the growing dominance of cross-platform play. 70% of gamers now play across multiple systems, the survey found, toggling between consoles, PCs, and mobile devices with ease. It’s not uncommon for someone to play Fortnite on PC, stream games to their smartphone, and switch to an Xbox console later in the day.
This behaviour has implications far beyond gameplay. Players are also purchasing content such as Xbox gift cards and digital game keys with a broad view of the Microsoft ecosystem in mind. These products can be redeemed not just on consoles but across PC Game Pass, cloud gaming, and cross-platform titles, creating a seamless experience that fits modern gaming lifestyles.
Eneba: Meeting Gamers Where They Are
For Eneba, these consumer habits represent both an opportunity and a mission. Founded in 2018, the company has rapidly grown into one of the go-to marketplaces for gamers seeking value, variety, and trust. The platform now serves over 15 million buyers, offering more than 100,000 products including Xbox and Steam gift cards, game keys, and digital subscriptions.
With a strong emphasis on fraud prevention and customer support, Eneba has become a trusted digital destination. The marketplace’s returning user base 80% of customers come back for repeat purchases is a testament to how well it aligns with today’s gaming habits.
Whether players are looking to top up their Game Pass, grab a deal on a AAA title, or find a budget-friendly way to access cross-platform content, Eneba offers the kind of flexibility and affordability that today’s gamers expect.
The End of Console Wars?
The decline in platform loyalty and the rise of mix-and-match gaming could mark the end of traditional console rivalries. As Xbox opens its doors to other systems and focuses on accessibility, it’s clear that the battleground has shifted from exclusive titles to player experience and economic value.
“It’s no longer just about where you play, but how smart you play,” Ivaškevičius noted a sentiment that seems to be resonating with millions of modern gamers.
With players increasingly navigating between devices, platforms, and pricing strategies, one thing is clear: in 2025, flexibility is the new loyalty, and marketplaces like Eneba are leading the charge.
