Uncovering Indie Game Buyers' Preferences

Gamers who purchase indie titles typically look for games priced between $15 and $25, often discovering new games through YouTube, and favor single-player experiences. A recent study conducted by an independent analyst group on behalf of Humble Games surveyed approximately 5,000 gamers aged 18-45 across six countries to create a profile of indie game buyers. The study, presented by Humble's product marketing lead Phil Hofman at GDC 2023, categorized gamers into three groups: Regular Indie Buyers, Light Indie Buyers, and Traditional Game Buyers. Key findings include that 40% of participants had bought at least one indie game in the previous year, with Regulars spending around 18 hours gaming per week and preferring PC games. The survey also explored personal attitudes, revealing that indie buyers consider gaming a part of their identity and value innovation, creativity, and unique gameplay experiences. The preferred price range for indie games is $15-$25, with buyers skeptical of quality below $15 and expecting more content above $25. In terms of discovery, YouTube is the primary source for finding indie games, followed by Steam and friends/family. Gameplay videos are the top choice for learning more about a game, and the primary trigger for purchasing. The study also found that indie buyers prefer full paid games, with microtransactions focused on cosmetics, and value original IPs, ambitious developers, and unique mechanics. Overall, the survey provides insight into the preferences and behaviors of indie game buyers, highlighting their appreciation for creative storytelling, artistic touches, and great gameplay.