WHAT: Consumer insights provider Toluna surveyed 2,015 active console and PC gamers aged between 16 and 45 in the UK.
Gamers moving away from ownership with subscriptions model becoming more popular
- Some gamers are turning to subscription services because they feel they get better value this way. 27% of gamers stated that cost is the key driver in determining whether they keep a video gaming subscription.
- PlayStation Plus and Xbox Game Pass are the best known and most widely used gaming subscriptions, but their usage is far below subscription services from other entertainment giants such as Netflix. For example, 77% of gamers have used Netflix, but less than a third have used Xbox Game Pass or PlayStation Plus.
But the subscription model is not just a cost decision – quality and value are also key
- Over half (52%) of active PC/console gamers said they were interested in video gaming subscriptions, with a clear majority considering them high quality (79%) and good value (73%)
- While the research shows that gamers who use services like Xbox Game Pass purchase fewer games, it does not mean that gaming revenues have reduced. Spending still increases given the substantial cost of the subscription itself, plus the wider scope to purchase downloadable content and spend on in-game items from a wider roster of titles played.
- Focusing on Xbox Game Pass subscribers, the core reasons for buying fewer games are service’s large game library, with more titles and genres of games on offer, and ‘Day 1’ new releases of major games.
- Subscriptions definitely broaden the horizons of gamers, with three in four respondents saying that they allowed them to try more games.
- 66% of those surveyed say that subscriptions offer many high-quality games, and 61% stated that the subscription model is the future of gaming.
Despite a move away from ownership, that’s still preferred
- Only a minority of those gamers asked (25%) said they didn’t care about owning games.
- While the majority prefer to own rather than rent, 7 out of 10 gamers are open to using a subscription model. Only 3 in 10 stated that owning games is important to them and they disliked the idea of subscribing instead of owning outright.
The role of NFTs in gaming
- In general, 22% of respondents have a negative view of NFTs, although the majority (42%) are neutral towards them – likely due to a lack of familiarity.
- 21% of gamers associate NFTs with investment, and one in five believe NFTs are a fad.
- 18% of respondents believe NFTs are pointless and 17% associate them with gambling.
- On the more positive side, 17% of respondents said they are innovative and 15% believe they are a smart move.
Steve Evans, Head of Media and Technology Research, Toluna, said: “It’s clear from our research that video gaming subscription models are becoming increasingly popular, even if gamers still prefer to own rather than rent. Gamers can see the key benefits that gaming subscription models provide in terms of cost, quality, and value for money. This offers an opportunity for the gaming industry to deliver an affordable and flexible subscription model to attract and, importantly, retain paying gamers on a long-term basis.”