A new report commissioned by Ultra  – a gaming hub created by talent from Ubisoft, PlayStation, and Nintendo has released preliminary findings from The Ultra PC Gaming Study.

Key takeaways the report found from surveying 2003 PC gamers in the USA and UK (with a gender split of 50% male, 49% female, and 1% non-binary), were that the current pricing of games plays very much into the purchasing decision with 64% of digital PC games purchased at a discount or obtained for free. 87% of the same survey group said that discounts are important in their purchasing decisions.

75% of respondents also hold the belief that AAA games are too expensive, and therefore presumably wait for a price drop, perhaps in events such as the Steam Winter Sale, to happen.

The same number also like to purchase indie games and it is their creativity that encourages them to buy them. 28% also said they bought them to support small developers.

Are PC games too expensive?

Co-CEO at Ultra, Nicholas Gilet said, “These findings show a PC gaming market that’s currently shaped by gamers’ price sensitivity, with players having to make careful purchasing decisions this holiday season. This offers invaluable insight for developers, publishers, and platforms and shows the scale of the opportunity for indie games and challenger storefronts even in the mature, prosumer PC gaming market which has been growing and evolving for decades.”

Interestingly, game reviews still hold sway with only 6% of those asked not taking them into account, however, it is customer reviews that are the most trusted ahead of word of mouth and reviews from media outlets last.

Some 36% of gamers also said they found it difficult to discover new games that they wanted to play – using YouTube mainly as a research tool as to what they want to play next.

The full report is due to be published in January 2024.

Featured Image: Ultra

Paul McNally

Gaming Editor

Paul McNally has been around consoles and computers since his parents bought him a Mattel Intellivision in 1980. He has been a prominent games journalist since the 1990s, spending over a decade as editor of popular print-based video games and computer magazines, including a market-leading PlayStation title published by IDG Media. Having spent time as Head of Communications at a professional sports club and working for high-profile charities such as the National Literacy Trust, he returned as Managing Editor in charge of large US-based technology websites in 2020. Paul has written high-end gaming content for GamePro, Official Australian PlayStation Magazine, PlayStation Pro, Amiga Action, Mega Action, ST Action, GQ, Loaded, and the The Mirror. He has also hosted panels at retro-gaming conventions and can regularly be found guesting on gaming podcasts and Twitch shows. He is obsessed with 3D printing and has worked with several major brands in the past to create content Believing that the reader deserves actually to enjoy what they are reading is a big part of Paul’s ethos when it comes to gaming journalism, elevating the sites he works on above the norm. Reach out on X.