According to Ipsos Mori GameTrack’s Q3 2020 Survey of European Markets, cost is considered the most important factor in a video game purchase decision among players in the region.
The respondents were residents of the UK, France, Germany, Spain and Italy. They were asked to determine the importance of each given factor. The survey identified players as having played games of any format and claimed to have bought a video game in the past 12 months (ages 11 to 64 in the UK, France, Germany, Spain and Italy).
In all but one market surveyed, the most important factor was the price of the game, which was rated as the most influential by 71% to 79% of respondents in each market and 77% of respondents in all European markets surveyed. Only Italians preferred another factor – discounts. It became the second most important in all of Europe – 67% of respondents recognized it as important.
The third factor was good reviews from friends / family. It was recognized as important by 49% to 63% of respondents in each market and 58% of all. In fourth place are reviews from other players. They were recognized as important by 54%. Only 32% of respondents recognized the opinion of influencers as important – this factor took third place from the bottom.
The duration of the gameplay took the fifth place. Playing together offline and online is important for almost 50% of users. In fourth place from the bottom was the requirement for free space. In-game purchases and DLC round out the ranking.
What is the determining factor for you?