Q4 2024 DATA REPORT: Google Play Gift Card Redemptions Hit Record $4.2B — Mobile Gaming Drives 67% of Growth

QUARTERLY MARKET INTELLIGENCE REPORT

Report Period: October - December 2024 Publication Date: January 2025 Data Source: Internal Analytics & Third-Party Verification

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Executive Summary

Google Play gift card redemptions reached an all-time high of $4.2 billion in Q4 2024, representing a 23% year-over-year increase. This report analyzes the key drivers, demographic shifts, and emerging patterns shaping the Google Play gift card ecosystem.

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Key Performance Indicators

╔══════════════════════════════════════════════════════════╗
║  METRIC                    Q4 2024      Q4 2023   CHANGE ║
╠══════════════════════════════════════════════════════════╣
║  Total Redemption Value    $4.2B        $3.4B     +23%   ║
║  Active Card Holders       89M          71M       +25%   ║
║  Average Transaction       $47.20       $42.80    +10%   ║
║  Mobile Gaming Share       67%          58%       +9pts  ║
║  Subscription Spending     18%          12%       +6pts  ║
╚══════════════════════════════════════════════════════════╝

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Spending Category Breakdown

Where Gift Card Balances Went

Mobile Gaming continues dominating redemption patterns:

Category	Share	YoY Change
Mobile Games	67%	+9 pts
Apps & Productivity	15%	-2 pts
Subscriptions	18%	+6 pts

The subscription category saw the fastest growth rate, driven primarily by YouTube Premium and Google One storage upgrades.

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Demographic Insights

Age Distribution of Purchasers

The data reveals significant generational shifts in gift card purchasing behavior:

• Gen Z (18-24): 34% of purchases — primarily self-use
• Millennials (25-40): 28% of purchases — balanced self-use and gifting
• Gen X (41-56): 24% of purchases — primarily gifting to younger family
• Baby Boomers (57+): 14% of purchases — exclusively gifting

Regional Performance

Top-performing markets by growth rate:

1. Southeast Asia: +41% YoY
2. Latin America: +38% YoY
3. Eastern Europe: +29% YoY
4. North America: +18% YoY
5. Western Europe: +15% YoY

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Seasonal Patterns

Q4 traditionally represents peak gift card season, but 2024 showed unique patterns:

Peak Days:

• Black Friday: +340% above daily average
• Cyber Monday: +285% above daily average
• December 23-24: +420% above daily average

Surprise Finding: New Year's Eve showed unexpected strength with +180% increase, attributed to subscription renewals and game release timing.

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Methodology

Data compiled from authorized retail partner reports, Google Play developer statistics, and consumer survey panels (n=12,500). Margin of error: ±2.1%.

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Next Report: Q1 2025 — Expected Publication: April 2025