The Demographics and Motivations of Game Pass, PS Plus, and Nintendo Switch Online Subscribers

Recently, Ubisoft revealed that approximately one in ten subscribers to its Ubisoft+ service are new to the company's games, indicating that subscription models can attract fresh customers. The data also suggests that some gamers use these services to try out or rent games before canceling their subscriptions. In October, Ubisoft experienced a surge in new subscribers, likely due to the release of Assassin's Creed Mirage. Although the exact figures were not disclosed, the data implies that subscription services may have opened up new opportunities for Ubisoft, even if not necessarily for the gaming industry as a whole. To gain a deeper understanding of who is subscribing to these services and why, we consulted Newzoo's Global Gamer Study. The study found that subscribers from Western markets, including North America, Europe, and Australasia, are predominantly male (62%) and between the ages of 21 and 35 (42%). As expected, these subscribers are core gamers, with 52% considering gaming their favorite hobby. They spend a significant amount of time playing console and PC games, with 34% spending over six hours per week on console games and 32% spending the same amount of time on PC games. On average, subscription users already spend between $5 to $25 per month on games. Interestingly, subscribers tend to have higher income levels (43%) compared to non-subscribers (34%). In the US, this translates to an annual income of over $100,000. While saving money is a significant motivation for subscribers, it is not the primary reason why most gamers opt for services like Xbox Game Pass, PlayStation Plus, and Nintendo Switch Online. According to Newzoo, the potential cost savings may not be enough to justify the subscription for those with lower income values. The data reveals that "discounts or cost savings compared to buying games separately" is equally motivating for low-income gamers (31%) and high-income gamers (31%). For low-income gamers, cost savings and enjoying multiplayer features and online gaming are tied as the primary motivations for subscribing. In contrast, mid- and high-income players cite the convenience of trying out new games without buying them individually as their primary reason for subscribing, with 35% of mid-income players and 38% of high-income players citing this as a motivator, compared to 30% for low-income players.