A survey by G2A.COM and Newzoo found that 73% of players typically wait for games to become cheaper before buying them. The report, titled “Buying Behaviour in an Era of Choice,” suggests that many players are less willing to pay full launch price for new releases.
The study surveyed more than 6,000 regular PC and console players aged 18 to 55 in the United Kingdom, the United States, Germany, Poland, Brazil and Saudi Arabia. Participants had bought or played at least one double-A or triple-A game in the previous year.
Among players who buy premium games, respondents generally began to consider a title reasonably affordable at a 29% discount. A reduction of around 45% was viewed as a good deal. By contrast, discounts of about 70% raised suspicions for many respondents about a game’s quality or relevance.
The report also found that 45% of respondents delay purchases while waiting for discounts or price drops. Another 37% look for pre-order deals or early discounts before or during a game’s first month. More than 58% no longer buy games during their launch month, while 36% of purchases take place more than six months after release.
Alexis Pamboris, Newzoo’s research director, said the findings show that a game’s commercial life begins rather than ends at launch. With nearly 60% of purchases happening after release, she said, publishers need long-term monetization strategies that extend beyond the first week or month.
Sources: Vandal.