The Most Important Criteria Influencing Computer and Video Game Purchases: Germany

This analysis examines the primary factors influencing consumer purchasing decisions for computer and video games within the German market. The findings highlight that social influence, brand recognition, and pricing strategies are the most significant drivers for German gamers aged 14 and older. The core thesis posits that the communal nature of gaming makes peer recommendations a primary catalyst for sales, while established franchises and financial incentives remain critical secondary motivators.

Key data points indicate that 40 percent of gamers rely on advice from friends when selecting new titles, with men (42 percent) slightly more likely to be influenced by their social circles than women (37 percent). Beyond social input, brand loyalty is a major factor, as 23 percent of consumers base their purchases on the popularity of established series such as Call of Duty or Assassin’s Creed. Additionally, 21 percent of respondents are motivated by discounts, and 17 percent prioritize the specific genre of the game, such as action or strategy, during the decision-making process.

The scope of this research covers the German games market as of early 2016. The data was derived from a representative survey of more than 2,000 German-speaking internet users aged 14 and older, conducted by the market research institute GfK. These insights underscore the importance of community engagement and brand equity in the competitive landscape of the German interactive entertainment industry.