7 in 10 UK gamers open to video game subscription services, but half would rather own their games, finds new research

Video games have shifted from box sales to video game subscription services over the past decade, and a new study has quantified the habits of UK gamers in this particular area.

Consumer insights provider Toluna surveyed 2,015 active console and PC gamers aged 16-45 in the UK and found that 7 out of 10 are open to video game subscription services.

And 6 in 10 said subscription services like PS Plus and Xbox Game Pass, which allow gamers to access a range of games and play online for a monthly fee, are “the future of gaming”. .

46% said they would rather own games but were fine with renting or subscribing to a subscription service, while 25% said they don’t care about owning games and would were happy to rent or subscribe.

But 29% said owning games is still very important to them and they don’t like the idea of ​​renting or subscribing.

For those wishing to subscribe, price was an important factor, with 27% of gamers saying cost is the key factor in determining whether they keep a video game subscription. But value and quality are also key.

79% of UK gamers consider subscription services to be of high quality and 73% said they are good value for money.

While research shows that gamers who use services like Xbox Game Pass are buying fewer games, that doesn’t mean game revenue has gone down,” Toluna said in a press release about the investigative report. “Spending increases further given the substantial cost of the subscription itself, as well as the broader ability to purchase DLC and spend on in-game items from a wider roster of titles. play.

“It is clear from our research that video game subscription models are becoming more and more popular, even though gamers still prefer to own rather than rent. Gamers can see the main advantages that game subscription models offer in terms of cost, quality and value for money.

Steve Evans, Toluna

“Focusing on Xbox Game Pass subscribers, the main reasons for buying fewer games are the service’s large library of games, with more titles and game genres on offer, and new ‘Day 1’ releases of games. majors.

“Subscriptions definitely broaden gamers’ horizons, with three in four respondents saying it has allowed them to try more games.”

Finally, PlayStation Plus and Xbox Game Pass are the best-known and most-used gaming subscriptions, but their usage lags far behind subscription services from other entertainment giants such as Netflix, the report says. For example, 77% of gamers have used Netflix, but less than a third have used Xbox Game Pass or PlayStation Plus.

The report also looked at NFTs, with 22% of respondents having a negative view of NFTs, although the majority (42%) are neutral towards them.

21% of gamers associate NFTs with investing, and one in five think NFTs are a fad. 18% of respondents think NFTs are useless and 17% associate them with gambling.

On the brighter side, 17% of respondents said they were innovative and 15% thought it was a smart move.

A separate recent report revealed that esports fans in the UK are warming up to cryptocurrency.

Steve Evans, Head of Media and Technology Research at Toluna, said: “It’s clear from our research that video game subscription models are becoming increasingly popular, even though gamers still prefer to own rather Players can see the main advantages that game subscription models offer in terms of cost, quality and value for money.

“This presents an opportunity for the gaming industry to provide an affordable and flexible subscription model to attract and, more importantly, retain paying players over the long term.”

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