More Than 50% Of Hardcore Gamers Don’t Buy Full-Priced Games Anymore, Survey Finds
A major new survey reveals a significant shift in how hardcore gamers purchase games. According to the “Generations in Play” report, developed by IGN Entertainment in association with Kantar and UC Berkeley, 62% of highly-committed gamers no longer buy video games at full price.
The research surveyed thousands of dedicated players across the US, UK, and Australia, revealing a striking generational divide in purchasing habits. Among Gen Z gamers aged 14-29, 42% still purchase full-priced releases, while 38% of Millennials (aged 30-44) do the same. The most dramatic difference appears among Gen X players (aged 46-61), of whom only 20% report buying games at full price—meaning the vast majority of this demographic has shifted away from full-price purchases.
This trend reflects a broader transformation in the gaming market, where consumers are increasingly turning to alternative purchasing methods rather than paying full retail price for new releases. These alternatives may include seasonal sales, subscription services, digital discounts, used copies, or other cost-saving strategies. The data demonstrates that older players are particularly unlikely to buy full-priced games, suggesting they may be more price-sensitive or have adapted to finding alternatives. This shift has significant implications for the industry, as publishers and developers who rely heavily on full-price sales may need to reassess their pricing and distribution strategies in response to evolving consumer preferences.