Younger Gamers Display Strong and Diverse Spending Behavior Across Video Game Touchpoints

Key insights

6 takeaways

01
85% of Core Gamers aged 13-34 (7+ hours weekly) made at least one game-related purchase in the past six months, and 39% made three or more.See it on page 1
02
Among Core Gamers, past six-month purchase of a digital copy of a video game (46%) was nearly twice as high as a purchase of a physical copy of a video game (25%).See it on page 3
03
Playing through a subscription service (44%) and buying in-game microtransactions (35%) were the next most common monetization touchpoints among Core Gamers.See it on page 2
04
Personalization and social interaction are critical to engagement, with 62% of Core Gamers using a personalized avatar or character and 56% chatting with other players in the past six months.See it on page 2
05
Among casual gamers playing under 7 hours a week, half engaged with at least one monetization touchpoint, and 23% engaged with only one.See it on page 3
06
More than 1 in 4 Core Gamers (28%) reported getting angry with another player within the past six months.See it on page 2

Summary

Ipsos, in an October 31, 2023 press release, reports results from an Ipsos x Generation Lab survey of 841 Americans aged 13 to 34 who play at least an hour of games a week, conducted August 29 to September 5, 2023 using Generation Lab's online youth and teen panel. The release focuses on gamers' spending across monetization touchpoints and their engagement behaviors. Among Core Gamers, defined as those playing at least 7 hours a week across any device, 66% of the age group, 85% spent money in the past six months on a game, expansion/season/battle pass, microtransactions, or subscription. Spending was diversified: 39% had made three or more such purchases, and 60% at least two. The most common touchpoints were buying a digital copy of a video game (46%), playing through a subscription service (44%), and in-game microtransactions (35%). Personalization and social interaction are critical to engagement, with 62% using a personalized avatar or character and 56% chatting with other players in the past six months. Among casual gamers playing under 7 hours a week, half engaged with at least one touchpoint, and 27% played through a subscription service.