Study Finds New Player Habits, Raising Questions About the Future of Expensive Releases

Survey Finds AAA Buyers Are Waiting for Discounts

A Newzoo and G2A study found that 73% of premium AAA game buyers no longer plan to buy new releases at launch, instead waiting for discounts. The study also suggests that gaming subscriptions can encourage people to spend more on games.

One reason for widespread layoffs in the gaming industry is inflated production budgets that are increasingly difficult to recoup. After a surge in purchases during pandemic restrictions, players have become much more cautious with their spending.

According to Newzoo, audience habits have changed noticeably over the past year. Newzoo and G2A conducted the study in August 2026 among more than 6,000 people in Poland, Brazil, the United Kingdom, Germany, the United States and Saudi Arabia. All participants had bought at least one new AAA game in the previous 12 months.

Buyers typically wait for price reductions of 29% to 45% and purchase new games at least a month after release. Almost 60% of purchases happen at that point or later.

Subscriptions do not necessarily reduce publisher revenue, despite publishers’ concerns. Of those surveyed, 54% said they began spending more on games after subscribing. Subscription catalogs help players discover unfamiliar games, and trying them often leads to purchases of add-ons.

Source: iXBT.games