News

Game Play, Used Game Sales Rocket During Recession

The number of hours that gamers play is at an all time high over the past few months, according to a new study from Nielsen.

The Value Gamer: Play and Purchase Behaviour in a Recession also shows that gamers have increased their purchase of used games to “record-breaking totals” since Nielsen began tracking used game sales.

“Overall, the uncertain economy has not hurt gameplay and may have accelerated it as gamers look to get more value out of the games they own,” The Nielsen Company says.

More interesting, I think, is what type of gamers Nielsen seems to think is driving this increase in play.

“Primarily, we believe mainstream gamers are playing more of the broadly appealing games (i.e Wii Fit, Guitar Hero and Rock Band) pushing their hours of gameplay up,” said Michael Flamberg, director of client consulting, Nielsen Games. “The social aspects of these games have engaged them. We don’t believe hardcore gamers are driving up the usage averages we’ve observed. Second, gamers may be looking to stretch their entertainment dollar further through playing games they own more. The importance of value for them is evident in the findings on used game purchase.”

Gamers are also making more use of rental services like Gamefly, according to the survey.

The results seem to show that developers need to continue to concentrate on making ways to extend the life of their games if they want to increase sales and lengthen the time a person holds on to a title. New downloadable content, episodes and, of course, strong multiplayer elements all seem to help that.

Comments (AU Comments | US Comments)

  • neozealot

    looks like I picked the perfect time to start my blog.

  • stranger

    Thank God the Nielsen group is there to put the glaringly obvious into handy chart form.

  • spatoola

    @SPECIALciaNAPKIN: that explains why they look like they are having so much fun.

    spatoola

  • AnonUserAnonymous

    @SaltyWater: Yea, but the demo was entertaining to me, Lol. Im the type of person who buys the blockbuster titles and the titles that most people stay away from as long as the price is right. I could also use a good button masher.

  • _GABO_

    I can believe almost every word of this (except the GameFly bit); personally, I've bought six used games for less than $40 in the past week, whereas I've only partly bought one new game (reserved ODST).

    In addition to being an avid used game buyer, I'm lucky enough to frequent a library that has relatively recent games.

  • Curse_Lily

    @NoobKitten: I have no problem with hot weather after all i was born in dominican republic but the humidity in the NY weather now that's different story >_<

  • Slagathorian

    @zoompooky: That really sucks, Our hottest days out here are barely over 75 degrees. But I think we are all missing the point. The most hours gamers pay are during the 2 nicest months of the year. During a time where usually no big or new games are released.

    things are shaping up pretty obesely lately.

  • dmfamzo

    First I thought the guy on that pic was Sylar/Spock/Quinto

  • Senten

    @Senten: woops hahahah
    Half of that was meant for a diff post sry!

  • Senten

    I buy certain games new.Ive bought bioshock new 3 times...never had an issue with it either.Bought Fallout 3 new too.2K and Bethesda worked hard on these really F-ing great games and deserve to be paid for it.
    On the subject of piracy,I dont pirate games..ill pirate the shit out of music...but not games.Buying pirate bay will def NOT stop the piracy.Another "Pirate Bay" knock off will be up and running the same week.
    Who knows though,Game dev's MIGHT appreciate the new Pirate Bay idea.I dont know about anyone else but if someone came to me and said "Hey,people have been stealing millions of dollars worth of your games...we want to buy their site and charge for them and give you a cut." Id be all over that shit.
    the point... some > none
    cheers

  • hagridore

    From the looks of it, I'd say they're in a heated Kirby Air Ride session.

  • pfc.joker

    @potatojenkins: Problem is we keep buying... it's our fault really almost every gamer complains about the $60 price point for most new console games... Yet we keep buying... What does that say to me if I was an accountant at said game company? $60 works. PC games are the same way, $50 seems to be the invisible price ceiling, every game is released at $49.99 - why not $60? Because they won't pay it, so the industry sets the bar at $50. If we all stopped buying games at $60 (lol yeah right) they'd go down to $50.

    The Game Companies are listening, and they are responding, just not to vocal few who say "games are too expensive" they listen to the sales figures @ that $60 price point.

  • potatojenkins

    "Games need to be longer"

    Developers: "Hmmm..."

    *releases 6 hour game with $20s worth of DLC*

    "Games are too expensive."

    Publishers: "Hmm...."

    *hikes prices up to $60, releases $70-250 bundles*

    If you ask me, the game industry lives in a fantasy land where they don't even give a flipping crap about what gamers are asking for, then, when they see, like, used game sales on the rise, they're all "WE MUST STOP USED GAME SALES!"

    "You could fix the problem..."

    "WHUT"

  • zoompooky

    @Slagathorian: Sorry but I live in Texas. I let the kids go out for a few hours in the morning to ride bikes, etc - then it's inside for indoor activities.

    Even 8:00pm it's still near 100 degrees... get outside?

  • superfrogsavestokyo

    @ShoopDaBoofs:

    I love looking in my e-mail for my $5 coupon and browsing through cheap buy prices. What even made me more happy was the fact that they have a Fast Return. When you mail back a title, as soon as the post office scans it, Gamefly will send you your next title. I surprised that two days after I mailed something back, the other game on my list was at my house.

  • ragingdrunk

    Anyone else notice that they're playing gamecube? I wonder if they're also drinking Natty Ice. Yep, won't be too long before the big black dildos come out...

  • SPECIALciaNAPKIN

    @FearfulInsomniac: Its ok, at least stating it as semi-rude allows itself leverage to know you don't mean it as such.
    I was referring to the other chart showing that used games are being played more, combined with the photo they used for the article.
    I know gamecube controllers could be used for playing a ton of games, but showing a picture of that sort with this generation of consoles just leads me to think that they're playing Brawl... or that its a picture taken 4 years ago.
    ...in which case they'd be playing Melee.

  • jeembomb

    I don't trust neilsen's bullshit studies of video game play one bit. Not too long ago they said the most played PC game was fucking Halo.

    jeembomb

  • NoobKitten

    @Slagathorian: I am sorry good sir, where I live that simply is not an option.

  • NoobKitten

    @Curse_Lily: No offense, but if 80-degrees is your interpretation of hot, then you would not survive in Texas.

  • Stymie99

    @ShaggE wants to join the Egg Council.:
    That is why I ultimately cancelled my gamefly account. I got sick and tired of sitting there waiting and waiting and waiting, for multiple weeks for them to "find" a copy of the game I requested to send me.

  • pfc.joker

    @Corey Harrison: Yes and No, games that are popular are still sitting on the shelf @ $5 less than new, Case in point, Little Big Planet, now 9 months old still on the shelf @ $55 in the DFW area. Now if the game blows and has zero replay value (read no multiplayer) then that theory is true, within a few weeks or months it's a good deal at $25 - but that begs the question if the game was a POS and should have been $30 to begin with instead of $60 - are you really getting a good deal?

  • Corey Harrison

    @pfc.joker:

    Sure, in a situation like that, it's a ripoff and a practice I totally disagree with... but typically you only see games priced that way if they're still considered new.

    Games that are 6 months or older usually are priced pretty decently.

    Brand new games are sometimes priced way too high for the content you get. It's a causality of the budget it takes to make quality games, but I can't justify spending $69.99 on a 10 hour game.

    Unless it's a game that I'm super hyped for, or it has a lot of replay value. I can't in good conscience spend that kind of money anymore. I'll wait and buy it used for a fraction of the price.

    Corey Harrison

  • Slagathorian

    @anduin1: Being as I own the company, I'll have to discipline myself.

    Aren't like 95% of us posting from work?

  • Slagathorian

    @Hey_Blinkon: Right back at you buddy!

  • Falsoman

    This is partly what I do.

    If I want to mantain my hobby and not be a pirate I buy new only the games I just can't wait to play and belive will represent a long (as in more than 3 months of playtime) investing. The other ones that I belive deserve to be bought but feel that are too expensive or just missed out on the first round, I buy used or at a discount. And the other ones get rented.

    Games are freaking expensive in Mexico, specially comparing the price with what people make for a living, so basicly the options of the many is either go used and rented, go pirate or no go at all.

  • anduin1

    I rarely buy new anyway, companies are flopping more than ever to me and buying a game new is a big investment, I mean if you don't get the full value of that $60 you got ripped off so I wait for great deals (under $30) while also renting and borrowing games from the library

    anduin1

  • 716

    @Slagathorian: No one's said this yet?

    Kids probably play more games during the summer because they don't have to spend eight hours a day at school, or more afterward doing homework. They're playing more games, but I bet they're going outside more too. There's more free time all around.

    Well, unless they're in one of those "year-round" school programs. Those poor bastards.

    716

  • FearfulInsomniac

    @SPECIALciaNAPKIN: Not by me. Oh, and curious- what the hell did that have to do with the article? I know that comes off as rude... but really, nothing about Brawl in there. It's pretty meh to me, and oddly enough, I liked the series, and like Nintendo.

  • anduin1

    @Slagathorian:
    working and on kotaku ? TIME THIEF !

    anduin1

  • anduin1

    @geiko:
    I still haven't bought a single DLC, I figure its owed to me when they sell me a shell of a game for full price, Im allowed to acquire the DLC by other means. Developpers have become spoiled by this generation, there's very few classics.

    anduin1

  • winshape

    Just wait until they keep charging $60 AND only make the game available via download.

    winshape

  • pfc.joker

    I don't see the value at all, GameStop Sells new for $59.99, while the used one they bought back for $14-19.99 is being sold for $54.99 right next to it? What's the appeal in used games? Sure I get the rare buy 2 get 1 free deal could make it worth your while but otherwise it just seems like a waste of time and money.

  • SaltyWater

    @AnonUserAnonymous: Ninja Blade? Please don't, you won't ever forgive yourself.

  • AndromedaHorse

    "Game Play, Used Game Sales Rocket During Recession" The "During Recession" part of your title sir is called BIAS. What this means is you are leading the reader into concluding that a recession is why used games have rocketed, before they even read the rest of the post. I personally believe it is the plunge in game quality that is causing this to happen, but an unbiased header wouldn't read "Game Play, Used Game Sales Rocket During Creation Slump." It would instead read "Game Play, Used Games Sales Rocket Trend." There by leading the reader into the article, furthermore stating facts and letting them come to thier own conclusions. And no, I am not an english major, I am horrible at it, but damn... your supposed to be reporting news. Is FOX your main advertiser?

    AndromedaHorse

  • Rameez Arif

    just foes to show that publishers need to decrease the price of new releases. $60 is a lot of money

    Rameez Arif

  • njd09

    OH MY GOD IT'S THE AVERGAGE HOURS PLAYED PER WEEK GRAPH

    njd09

  • SPECIALciaNAPKIN

    @Hey_Blinkon: ::high five:: Me too!
    @Cimmerian76: How is it? Do i want to buy it?

  • Cimmerian76

    @Slagathorian: Look, It's not my fault that this world revolves around a GIANT BALL OF SUPERHEATED PLASMA!!!! I'll take my beer, nachos, and BlazBlue now please and thank you.

  • Hey_Blinkon

    @Slagathorian: I hate you both :P

    Hey_Blinkon

  • UsernameOfTheDead

    @Slagathorian: In case you haven't noticed, it is HOT outside!

    UsernameOfTheDead

  • SPECIALciaNAPKIN

    @Slagathorian: You can't refresh and comment again that quick using stolen wireless signals.

  • AnonUserAnonymous

    @shouryuuken: So true, if your the type of gamer that plays the game, beat it, then move to the next; you'd be better off renting the games to save some money.

  • Slagathorian

    @SPECIALciaNAPKIN: You also assumed I was inside, I could be hiding in my neighbors bush stealing his unprotected signal with my laptop. Yes, his outside bush.

  • AnonUserAnonymous

    @(Zombie) Goldwings: I look at it this way; if an online component tarnishes the single player component of a game then the developer screwed us gamers over for going half-assed on the single player or multiplayer in the first place.

    If Uncharted 2's single player campaign becomes less than stellar because of the inclusion of multiplayer, it is simply because Naughty Dog got lazy. Luckily, Im sure Naughty Dog will go all out on both the single player and multiplayer.

  • Hey_Blinkon

    @Kovitlac: Right. So everyone is happy? Whats the problem?

    Hey_Blinkon

  • Curse_Lily

    @Slagathorian: Going to the beach here in NY is not a good idea(lots of jerks)

  • SPECIALciaNAPKIN

    @Slagathorian: You say "hypocrite", i say "irony". Which is much more comical in the public eye.

    I love jokes. You should tell one sometime.

  • shouryuuken

    @(Zombie) Goldwings: one thing that always puzzles me is the kids buying stuff like cod, halo, or even worse.. fighting games and stuff like ufc and fight night.. and selling the game like a week after they get it.

    so im like "ah, you didnt like it?" and theyre like "nah i beat it already" that just baffles me because who buys a fighting game to beat it? i could not justify spending 60 bucks or even the 55 for the used games at gamestop knowing im not going to try the online or keep it around to play against my friends. dude you just rented the game for 35 bucks.

  • Kovitlac

    @Hey_Blinkon: Obviously, the majority doesn't think it's crap. You do.

    Kovitlac

  • AnonUserAnonymous

    I can understand why used game sales are skyrocketing. Saving 15-25$ is nothing to sneeze at anymore; especially when the used games are coming in mint condition. Some of my most recent purchases have been used games; such as Devil May Cry 4, and Uncharted. I love Amazon, Lol. Im about to get Ninja Blade and Valkyria Chronicles soon off of Amazon in used condition more than likely also. Not only that, my DLC purchasing has gone up to extend the playability of my games.

  • Rebochan

    @Mister Adequate: Being far more cynical, I'd suggest its because hardcore gamers spend more time bitching about video games than actually playing them.

  • Rebochan

    @Rebochan: Gah, why is that comment up here? Damn possessed commenting system!

  • Toribor

    @geiko: I completely agree Geiko. Games are too expensive to have to worry about the cost of DLC. I think Fallout 3 is the perfect example of how to do something the right way. Full price for a game with an insane amount of content, and cheap DLC with even more massive content. The game survives without it, the DLC is still an amazing edition. Perfect. Much better than the usual broken limited game with necessary DLC to actually enjoy it. (AKA, Fable II)

    Toribor

  • Curse_Lily

    @(Zombie) Goldwings: I got no problem if they add MP to a game(mostly because i don't play MP)but i think a bolt-on MP and less SP campaign is something for people to complain about.

  • Slagathorian

    @Curse_Lily: Yeah, the blistering temperatures of Northern Alberta. *sigh* at least we don't have beaches to miss.

  • Slagathorian

    @SPECIALciaNAPKIN: As I've said, its difficult to understand the tone in a typed comment. I was hard to surmise that you were joking being as it was really not funny.

    Slagathorian "kids should play outside more"

    SpecialNapkin "You're inside, you're a hypocrite"

    See, its not overly funny.

    And as for me assuming you needed a job, can't you take a joke?

  • Curse_Lily

    @Slagathorian: "58 degrees" you big meanie (T~T)

  • (Zombie) Goldwings

    @Slagathorian: My BIGGEST annoyance with the other side of the argument is when they say "adding an online component tarnishes the game and/or loses its charm and therefore should not be put in there even though the online part of it might give enjoyment to someone else outside of YOUR demographic.
    If they don't like it, ignore that part of the game, why constantly put it down and threaten not to buy it?

  • KillerBee

    @Firelance: Gamefly is amazingly good. It has saved me thousands of dollars, and it allows me to play shitty games without the shitty price tag, like Prototype and Fuel.

  • geiko

    @Hey_Blinkon: Yeah, I guess you're right. As long as good games keep coming out, why should I care. Hmm, thanks for that. =D

  • Ryan Saotome

    Avergage hours played per week? You'd think someone as credible as the Nielsen Company could spell right.

  • SPECIALciaNAPKIN

    @Slagathorian: Yeah, you really put me in my place, you master you.
    Two responses and you've already lowered yourself to name-calling. Tsk tsk.
    And a hint for you: This site's ratio of sarcasm/jokes -> seriousness is not exactly even. It would be implied that most of what is said on every thread is supposed to be taken light-hearted and passive.
    As for you assuming i need a job because i'm also on the computer right now, assume some more. It's fun to pretend.

  • Hey_Blinkon

    @geiko: Right. But if the majority buys the crap, I still didn't. So it is their loss. I know this leads to a cycle of crappy games being pumped out because of the easy money, but I'm confident that there will still be good ones as well.

    Hey_Blinkon

  • Slagathorian

    @Curse_Lily: Here its cloudy and maybe 58 degrees.

    Good time to go quadding.

  • Slagathorian

    @(Zombie) Goldwings: Totally agree. Certain companies over their lifetime have either earned our skepticism or our benefit of doubt. Lionhead for example, has earned our skepticism. Naughty Dog, deserves the latter.

  • shouryuuken

    those guys have cool hair (heh).

  • Curse_Lily

    @Slagathorian: ARE YOU INSANE IS FREAKING 80-DEGREE OUTSIDE WITH MAYBE 3-4 CLOUDS AROUND

    ヽ(`Д´)ノ

  • Slagathorian

    @SPECIALciaNAPKIN: I love how everytime a douche bag is put in his place, he chalks all of his comments up to sarcasm and/or jokes.

    A hint for you my friend: tone does not travel to your thoughts and onto my computer screen.

  • AncientUnknown1

    I haven't bought a used game in years. The only thing that has changed for me is that instead of buying new games I rent them instead.

    AncientUnknown1

  • (Zombie) Goldwings

    You know this article got me thinking on why so MANY people bitch when an online component is added to a single player experience. An example I have is Uncharted 2. I remember the 1up guys during their podcast actually hating the idea of having online when it was announced and saying how the experience in the single player will suffer. My argument would be that for company like Naughtydog, who have continuously made great games, why worry before you can play it?
    GTA 4 comes to mind as well and although the online is pretty barren ATM, it still adds that longevity that most developers want/need in order for their game to not be put into the used section at Gamestop. Okay little ironic because I still see a lot of used copies of it, but remember the GTA audience is not the online audience.
    Also why complain on an added feature if most often then not, you have not experienced it yet? More features IMO opinion are a good thing and if it helps cater towards a group that might want that feature and help that company sell more copies of that game, why complain?

  • SPECIALciaNAPKIN

    @Slagathorian: Its called a joke. You may want to think about understanding one.

  • Curse_Lily

    @(Zombie) Goldwings: Yeah i'm a sucker for those deals as well ^_^

    This is something my friend do he use Gamefly for those games he may be interested in if he likes them he'll buy them, heck especially now with the $60 tags on games you don't want to wasted your money on crappy games and end up like this...

  • Slagathorian

    @SPECIALciaNAPKIN: Its called a job. You may want to think about one.

  • ShaggE wants to join the Egg Cou

    @scotty: What I like is that, if you're strategic enough, you can almost guarantee getting your rental on release day or the day after. (even with AAA titles)

    On the other hand, if you miss that critical window, it'll be a bitch to get a copy for at least a month afterwards.

  • Slagathorian

    @Rebochan: ??????? Because only hardcore gamers visit sites like Kotaku? Are you saying in your experience, that casual gamers do not bitch about games on Kotaku?

    SHOCKER!

  • geiko

    @Hey_Blinkon: Well Transformers 2 was heralded as a really crappy movie, yet people still went in flocks to see it. Just because a few of us will do the right thing, doesn't mean the majority will.

  • JofGood

    I for one go to eBay more than I used to.
    Excelent prices, more than average quality of disc.
    And then you can even resell them there, after you're done!
    Still, while i'll buy DLCs for the games i really enjoy like Fallout 3 and others, i dont think you should be milking the cow like that!
    And the idea that a developer should "extend the life of their games" or make the game as long as possible, or as time consuming as possible is really dangerous. If a game takes too long to finish, most people lose interest and go away...
    Why not try to make the game as enjoyable as possible while it lasts?

  • Slagathorian

    @ShoopDaBoofs: :( they will not ship to canada.

  • supercubedude

    It's true, one third of gamers are the types of assholes who would wear V neck T shirts.

    supercubedude

  • SPECIALciaNAPKIN

    @Slagathorian: As he writes from his computer inside a building in July.

  • ShoopDaBoofs

    @scotty: No shit, some of those prices are insanely low - not to mention when you snag some coupons/discounts.

    ShoopDaBoofs

  • Raspberyl's Lover

    Well considering you can get a hell of a lot of entertainment out of a decent games, I'm not surprised.

    I can see more people buying from Gamefly considering they can buy the game after they "rent" it for a reduced cost.

    Raspberyl's Lover

  • scotty

    @Firelance: I find GameFly to be a godsend sometimes.

    Gives me a quick burst of games I've felt curious about, and if you play your cards right, you can practically steal some great games with their low prices.

    scotty

  • JofGood

    @Mister Adequate: So true! :)

  • Rebochan

    @Mister Adequate: Being far more cynical, I'd suggest its because hardcore gamers spend more time bitching about video games than actually playing them.

  • Slagathorian

    Its sad that the graph shows the most hours of games played during the summer months. GET OUTSIDE KIDS!

  • Save me

    @(Zombie) Goldwings: I used to be a sucker for those buy 2 get 1 free deals from Gamestop until I started practicing patience and ordered used games online. They go for much cheaper.

  • SigmundTheSeaMonster

    That's because more folks are laid off from their jobs and they are maximizing their purchases and time (while waiting for an email/call/txt for interview...).

    How do you spend your severance/Unemployment/welfare check?

    SigmundTheSeaMonster

  • Hey_Blinkon

    @geiko: Yeah, but if they go to far, people won't buy the game, or the DLC. Well, at least I won't. And that's all I care about.

    Hey_Blinkon

  • ShoopDaBoofs

    @Firelance: What's wrong with Gamefly? Cheaper than blockbuster.

    ShoopDaBoofs

  • SPECIALciaNAPKIN

    More proof that Brawl is loved dearly.

  • (Zombie) Goldwings

    It's not my fault. Those "buy 1 (for $30) and get the second one free" deals are really tempting. Especially if the games you can get for free are actually really good games T__T
    Plus renting might be surprisingly high this year mainly because the only games being bought and kept are those that have online and may be too expensive for most if they want to buy a new game.
    *takes off "no shit Sherlock" hat*

  • Mister Adequate

    "We don't believe hardcore gamers are driving up the usage averages we've observed."

    Well no, we're not going to, we already devote about as much of our time as we realistically can to gaming :p

  • geiko

    No no no no no NO NO NO NO! When developers read "developers need to continue to concentrate on making ways to extend the life of their games if they want to increase sales," they'll think it's okay to make us pay for shit that should be in the game. Developers need to learn from games like burnout. Can someone tell me why the developers of Call of Juarez is already talking about DLC when the game came the fuck out last week.

  • Firelance

    Gamefly?
    Seriously?
    Isn't Gamefly like an girlfriend that stalks your email?

    Firelance

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