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UK Study: Good Reviews, Competitive Price Most Important In Game Buys

Some gamers do indeed pay attention to reviews -- critical reception, alongside price, are the two biggest factors that influence new game buys, says a new study on purchasing behavior in the UK.
Some gamers do indeed pay attention to reviews -- critical reception alongside price are the two biggest factors that influence new game buys, says a new study on purchasing behavior in the UK. 71 percent of an online panel surveyed said reviews are "extremely important" considerations for new game purchases, while 64 percent feel that way about competitive prices. Amid the debate on just how large is the used game biz threat to retail sales -- a discussion at the forefront again just after EA Sports' recent "Online Pass" announcement -- the study also found that only 12 percent of gamers buy second-hand. The data comes from ad agency and market research firm Kinetic, which said that while advertising is a key factor in purchasing -- since 36 percent of gamers pre-order or buy on release day -- a game's packaging is the least important influencer. In notable results for the time ahead, 54 percent of UK adults are planning to buy a new game this year, and 47 percent of them will buy online. And an online component is crucial to 66 percent of players who list it as a primary consideration when it comes to where they play. Just 30 percent thought of gaming outside the home or in front of the TV, suggesting portability is less crucial.

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