A recent survey conducted by Atomik Research and Ultra reveals a significant trend among PC gamers: a preference for buying games at discounted prices. This trend reflects not only the economic considerations of gamers but their savvy in navigating the digital marketplace as well.
The survey, which included 2,000 PC gamers from the United States and the United Kingdom, offers insightful data. It’s saying that only 36% of games are bought at their full retail price, which can now stretch up to $70 USD for AAA titles. This statistic underlines a notable shift in purchasing patterns, with the majority of players either preferring to wait for sales, bundles, or opting for free-to-play titles. This behavior is indicative of a price-sensitive gaming community that prioritizes value for money.
Several factors contribute to this trend. The high cost of gaming PCs, often exceeding that of consoles, plays a role in shaping these purchasing habits. Gamers invest heavily in their hardware. As a result, look for ways to buy games and other software for a lower price. Additionally, the abundance of discounts, such as those on Steam or Humble Bundle, and the availability of free games on platforms like the Epic Games Store, provide ample opportunities for gamers to acquire titles at reduced prices.
The survey sheds light on the popularity of indie games on PC. About 75% of the said respondents purchase indie titles, drawn by their lower price points, creativity, and the desire to try something new. This interest in indie games is a significant factor in the diverse gaming habits observed among PC gamers.
Another notable trend on PC is the widespread purchase of in-game content, with 68% of survey participants showing a marked preference towards buying items like battle passes. This reflects the evolving business models in PC gaming, where in-game purchases are becoming a staple revenue stream for developers.
While the majority of gamers are familiar with mainstream platforms like Steam and the Epic Games Store, fewer than a fifth are aware of alternative digital stores. This lack of awareness could be a potential area for growth and diversification in the digital distribution market.
The study also highlights challenges in game discovery, with 36% of gamers finding it difficult to find new games that, presumably, aren’t AAA titles. Platforms like YouTube are crucial for discovering new titles, with 94% of gamers consulting reviews before purchasing.
Despite these findings, it’s important to consider the context in which the survey was conducted. Ultra, a blockchain-powered PC gaming hub, conducted the survey and may have an interest in highlighting certain trends to promote its platform. However, the data aligns with broader trends observed in the PC gaming market.
Nevertheless, the PC gaming market is characterized by a price-sensitive consumer base that prefers to buy games at a discount. This trend is influenced by the high cost of gaming hardware, the abundance of sales and free game offerings, and a growing interest in indie titles.
Perhaps this would explain why this year’s GOTY frontrunner, Baldur’s Gate 3, launched on PC first before heading over to PlayStation 5 and Xbox Series S/X. Another critically-acclaimed game, Hades, was a PC-exclusive for some time too. Its sequel will be the same. On the other hand, Grand Theft Auto 6, which recently set multiple new records, is delaying its PC launch, presumably because of the demographic’s preference towards buying games at a discount.
