July 2026 Gaming PC Market Report: Overall Price Decline Amid Summer Sale Competition

Overview of the July 2026 Gaming PC Market

The gaming PC market has experienced a noticeable price decline across all performance categories in July 2026, as reported by gg, a prominent gaming PC search site in Japan, operated by Kidukeba LLC. This monthly report summarizes the price movements of gaming PCs (BTO) as communities gear up for the summer sales frenzy.

The analysis from gg's ‘Gaming PC Price Check Tool’ categorizes BTO systems into three performance tiers—entry-level, mid-range, and high-end—using the GPU as the reference point. This allows users to track the market trends through three perspectives: by performance tier, by GPU type, and by the system configuration (GPU + CPU).

Market Summary for July

Reflecting a broader trend, July's market saw every performance tier’s prices drop: entry-level systems experienced a decrease of 5.4%, the mid-range saw a decline of 3.0%, while high-end systems also saw a modest decline of 1.0%. Despite a significant price rise noticed in the high-end sector during June, the July prices turned downward for the overall market.

This price drop resonates with user browsing behavior observed during July. gg’s data indicates that the share of PCs priced in the 200,000 yen range increased from 35.7% to 42.5% compared to the previous month, with 72.7% of total searches falling within the combined 200,000 to 300,000 yen range. Conversely, the segment of PCs priced above 500,000 yen dropped from 9.1% to 5.3%. This shift suggests that users are leaning towards models that offer a good balance between gaming performance and affordability, rather than simply opting for the highest-end systems.

Context of Price Changes

However, it would be premature to attribute this price reduction solely to an overall decrease in the cost of PC components. The memory market is still under pressure due to ongoing demand related to AI servers and data centers, continuing to drive supply constraints. TrendForce predicts an increase of 13-18% for DRAM contract prices and 10-15% for NAND Flash in Q3 2026. Furthermore, supply constraints are also impacting GDDR6 and GDDR7 prices used in GPUs.

For potential buyers, July proved to be a month where price attractiveness became more evident across various performance tiers. Nevertheless, the upward pressure on the costs of memory and storage components indicates that current price levels may not remain stable in the future. Attention will be directed to how price competition in the summer sales evolves post-August and whether the persistent component costs will reflect back into BTO selling prices.

Performance Tier Price Summary

Entry-Class

- June 1 Price: 245,106 yen
- June 30 Price: 231,980 yen (-13,126 yen -5.4%)
- GPUs included: RTX 5060, RX 7600, etc.

Mid-Class

- June 1 Price: 334,980 yen
- June 30 Price: 324,800 yen (-10,180 yen -3.0%)
- GPUs included: RTX 5070, RX 9060 XT, etc.

High-Class

- June 1 Price: 589,800 yen
- June 30 Price: 583,750 yen (-6,050 yen -1.0%)
- GPUs included: RTX 5090, RX 9070 XT, etc.

Configuration-Based Price Changes

To further refine market insights, we compiled price movements for the three most popular configurations within gg for July:
1. 1st Place: RTX 5070 Ti × Ryzen 7 9800X3D
- Initial Price: 514,800 yen
- End Price: 497,300 yen
- Change: -17,500 yen (+8.4%)

2. 2nd Place: RX 9070 XT × Ryzen 7 9800X3D
- Initial Price: 474,800 yen
- End Price: 436,980 yen
- Change: -37,820 yen (-8.0%)

3. 3rd Place: RTX 5070 (12GB) × Ryzen 7 9700X
- Initial Price: 374,800 yen
- End Price: 359,980 yen
- Change: -14,820 yen (-4.0%)

These figures are calculated based on available BTO PCs at various checkpoints and may reflect temporary fluctuations influenced by stock shortages or sales suspensions of certain brands.

About gg

“Good choices for every gamer.”
gg is a gaming PC and BTO search platform that allows users to compare products across multiple manufacturers. Our website filters products based on specifications like price, GPU, CPU, and memory, helping users find the best gaming PC to suit their budget and needs. Moreover, we update users on the latest sales and coupon information from various manufacturers, ensuring they can make informed purchasing decisions by comparing detailed specifications and price information daily.