Most players no longer buy games at full price

A new survey reflects a huge change in purchasing habits.

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Buying launch games for 70, 80, or 90 euros is becoming less common, even among the most active gamers. A new survey conducted by IGN, Kantar, and UC Berkeley reveals a significant shift in the behavior of the current audience. And the data leaves one conclusion: most hardcore gamers are no longer willing to pay full price for games.

This trend comes at a time when there’s a heated debate about the future price of titles like GTA 6 and the overall increase in the cost of AAA games.

62% of hardcore gamers now avoid buying games at full price

According to the study’s results, a 62% of hardcore gamers claim they no longer buy games at full price. The report also highlights some striking generational differences:

• Only 20% of Gen X (46-61 years old) still buys games at launch price.
• Among Millennials (30-44 years old), the percentage rises to 38%.
• Gen Z (14-29 years old) leads the list with a 42%.

However, even among the younger groups, less than half continue to buy games at full price on the first day.

Game Pass, deals, and longer waiting times

This shift aligns with what we’re seeing in the industry right now. Services like Xbox Game Pass, frequent discounts, digital bundles, and constant sales have completely changed the way many gamers consume video games.

• Additionally, the growth of the digital market has led many gamers to prefer waiting a few months before paying high prices for new releases. This comes at a time when many companies are trying to push the prices of AAA games even higher.

That’s why studies like this one raise an important question again: how far are gamers really willing to go in terms of price increases in the coming years?