Inven Global

PC and console gamers are increasingly waiting for discounts.

Market research firm Newzoo released the white paper 'Game purchasing behavior in an era of choice' on the 2nd. Produced with the support of G2A.COM, this white paper is based on a survey conducted last August among 6,166 premium gamers across six countries, including the US, the UK, Germany, Poland, Brazil, and Saudi Arabia.

Newzoo defines premium gamers as players aged 18 to 55 who play games on PC or 9th-generation consoles at least once a month and have either purchased AAA/AA games or accessed them through premium subscription services in the past year.

Newzoo analyzed that as new releases priced at $70 (approx. 94,000 won) or more compete with high-quality free-to-play games, expanding back catalogs of existing games, remakes and remasters, and subscription services, gamers are weighing more carefully what, when, for how much, and where to buy.

The main takeaways are as follows.

1. Waiting for discounts has now become a standard part of buying games

Most premium gamers (73%) answered that they are more likely to wait for sales and discounts than in the past, with nearly 60% of their game purchases now occurring after a game's release month. The white paper examines why users delay purchases and what motivations still drive them to buy at launch.

2. Players have clear expectations for what makes a discount worthwhile

Premium gamers know how long they are willing to wait for a worthwhile discount and how steep that discount needs to be. Alongside typical wait times, the white paper highlights the discount percentage where a game's price starts to feel reasonable, the rate that signals a great deal, and the point where discounts begin raising doubts about quality.

3. Subscriptions reduce game purchases, but the overall impact is limited

44% of subscribers reported buying fewer games after subscribing. However, the full picture is more complex than this number suggests. The report reveals how many subscribers are actually purchasing more games instead, and what subscription services mean for users' overall gaming spend.

4. Most purchases occur on official storefronts, but marketplaces also play a meaningful role

Nearly all premium gamers (97%) use official storefronts. However, other types of stores fulfill different needs. The white paper looks at how users utilize authorized resellers and third-party marketplaces, as well as which types of stores they trust the most.

The white paper covers discount wait times and optimal discount rates, subscription service usage, brand awareness and purchase conversion across 19 storefronts, and play and spending outlooks for the next two to three years. The full white paper can be requested on Newzoo's website to be received via email.