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Omdia Analysis: What percentage of console games are discounted on first-party stores?

If you're doing discounts, here's some data on what you're going up against.

Steve Bailey, Principal Analyst, Video Games

October 7, 2021

1 Min Read
An image of a Nintendo Switch, with the two joy-cons laid in front of it.
Image by ELH Express via Unsplash

Datapoint of the Week is a recurring Game Developer series made possible by our sibling company and global research leader Omdia. 

Digital first-party stores on console have evolved to the point of offering several major promotional lines on a constant basis, providing an important discovery channel and lengthening the sales cycles of games. Our chart shows what share of each platform’s game catalogue was placed on discount, at the outset of 2021, in the US: 21% for PS4, 32% for Xbox One, 27% for Switch.

The accessibility of these opportunities can vary by manufacturer, but the role of discounting in generating long-term value for a publisher is now so key that some companies have dedicated portfolio managers to handle this task, while others attribute record quarterly results in part to intensive use of such opportunities.


For more data on the power and potential of console store discounts, head over to Omdia's full reporting here

About the Author(s)

Steve Bailey

Principal Analyst, Video Games, Omdia

Steve specializes in the online PC gaming market, virtual worlds, online consoles, as well as casual, browser-based, and social gaming. 

He also provides consultancy services for major international clients and general games intelligence service work. Steve focuses on subscription and micro-transaction markets in the West as well as in emerging gaming sectors.

Prior to joining Omdia, Steve had an accomplished career in games journalism in a variety of magazine roles, including as editor of a TV-based games portal. Most notably, he lent his distinctive voice as a freelance writer to Edge, the influential games periodical. Over the six years of his career as a writer, Steve published several thousand published pages of video game content within the specialist press.

Steve attended Cardiff University in Wales, completing a PhD in mathematics with an emphasis on numerical analysis and multivariate calculus.  

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