PC and Console Games: Purchasing Digital Games via Download Becomes Popular Alternative

The German games industry experienced a notable shift in consumer behavior during 2015, characterized by the growing adoption of digital downloads as a primary method for acquiring PC and console titles. While physical media remains a significant component of the market, digital distribution has established itself as a popular alternative, driven by ease of access, a diverse catalog, and frequent promotional discounting. This transition is evidenced by the fact that 33 percent of all PC and console games were purchased via download in 2015, compared to 32 percent in the previous year.

Financial data highlights this trend, with digital downloads accounting for 21 percent of total consumer spending on PC and console games in 2015, a two-percentage-point increase from 2014. Despite this growth, the physical retail sector remains resilient, bolstered by the popularity of collector’s editions, personalized customer service, and the emergence of "hybrid toys" or "toys-to-life" products. The latter segment saw substantial growth, with revenue increasing by 53 percent to 72 million euros. Overall, the German market for computer and video games grew by 4.5 percent in 2015, reaching a total value of 2.81 billion euros.

The analysis relies on comprehensive market data provided by GfK, utilizing a representative survey of 25,000 German consumers to track purchasing and usage habits. While the majority of digital downloads remain lower-priced titles, there is a clear trend toward consumers spending more on individual digital purchases. This multi-channel distribution strategy allows the industry to cater to diverse consumer preferences, balancing the convenience of digital platforms with the tangible value offered by traditional retail.