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Games subscriptions Early market leaders and consumer profiles emerge

Report by Karol Severin
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The 20,000 Foot View: As games subscriptions grow, understanding gamers through the lens of their subscriptions becomes crucial. Monitoring the growth of games subscription services and the behavioural makeup of segments that emerge with them is becoming increasingly important for developers and publishers alike – be it to make decisions around platform prioritisation and planning, or localising and laser-targeting marketing campaigns.

Key Insights

  • Monthly games subscription penetration is still in early stages at just        penetration in the big four English-speaking markets
  • Console gamers have the highest penetration rate at        in the English-speaking markets, compared to        for PC gamers and        for mobile gamers
  • As games services grow in penetration, new ways to segment consumers emerge – through less of a platform-centric and a more of a brand/ecosystem-centric view 
  • Xbox Game Pass and PS Now have grown enough in penetration to start monitoring behavioural and attitudinal patterns of users in both ecosystems
  • Latin music fandom over-indexes among both Game Pass and PS Now users. K-Pop leads on PS Now, while EDM fandom leads for Game Pass users
  • The horror genre over-indexes amongst  Game Pass users, while Anime fandom over-indexes most among PS Now users
  • PS Now users over-index on live video formats such as news and sports
  • Analysing similarities and differences between users of different subscription services unlocks opportunities for marketing teams as well as product and partnership teams of publishers and developers alike

Companies and brands mentioned in this report: Apple, Arcade, EA Play, Luna, PlayStation Now, Stadia, Ubisoft+, Xbox Game Pass, YouTube

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