Most hardcore gamers avoid $70-plus full-price games

A new survey of thousands of highly committed gamers in the US, UK and Australia found most respondents would not pay full $70-or-higher prices for new game releases. The survey recorded that 42% of respondents aged 14-29, 38% of those aged 30-44 and 20% of those aged 46-61 said they would pay full price for a new release.

The survey was conducted with market researcher Kantar and UC Berkeley and divided participants into three age groups: 14-29, 30-44 and 46-61. Respondents were asked about purchase habits and play preferences for new titles. The research targeted frequent players rather than casual gamers to capture buying and engagement patterns among committed audiences.

The report notes the current retail landscape for major titles, where many triple-A games now carry $70-or-higher price tags, and highlights the wide availability of free-to-play and live-service content as contextual factors for consumer choices. The survey also recorded differences in format preferences by age: the 46-61 group favored single-player games, the 14-29 group preferred multiplayer experiences, and the 30-44 group split evenly between the two.

The survey found differences in post-purchase engagement as well. Older respondents were more likely to return to games to master them, while younger players placed greater emphasis on community content and customization options. The findings offer data on how price sensitivity and content preferences vary by age among dedicated gamers and are intended to inform publishers considering pricing and post-launch content strategies.