Nearly two in ten consumers are more likely to buy video games if marketed as ‘limited edition’
June 17th, 2024, Lesley Simeon

Nearly two in ten consumers are more likely to buy video games if marketed as ‘limited edition’

Many video games get a special launch with either a ‘director's cut’ or a ‘collector's edition’. For instance, the collector’s edition of action-adventure game South Park: Snow Day! comes with a number of additions to the actual game, including clothing, cards and a toiler roll holder. Similarly, tactical role play game Unicorn Overlord’s special edition offering includes a card game, an artbook and even a music album.

Do these special or limited editions of video games make consumers more likely to buy them?

Data from a recent YouGov survey that polled consumers across 17 international markets reveals that video games are among categories of products consumers are least likely  to buy a ‘limited-edition’ offering from.

Fewer than two in ten (18%) consumers across markets are more likely to buy video games if they are advertised as limited-edition. More than one in ten (13%) are more unlikely to do so. But a larger chunk of consumers (45%) aren’t interested in limited-edition video games at all.

Exploring consumer purchase intent for limited-edition video games across different markets.

More likely to buy

Consumers in the UAE (37%) account for the largest proportion of those across markets who are more likely to buy video games advertised as limited-edition offerings. Indonesians (35%) and Indians (31%) follow. In Europe, consumers in Spain (17%) are most likely to buy limited-edition video games.

More unlikely to buy

Mexicans are the most averse to limited-edition tags on video games. Nearly a quarter of them (22%) say they are more unlikely to buy video games if they are advertised as limited-edition buys, followed by Hong Kongers (19%).

Neither less nor more likely

Nearly three in ten Hong Kongers (29%) say limited-edition labels on video games would have no impact on their purchase decisions. In Europe, Germans (19%) and Danes (19%) are most likely to say the same.

Not interested in limited editions of video games

To all video game publishers planning to launch limited editions of their video games - Americans are the most likely (60%) across markets to be indifferent to such tactics. Brits (58%) and Danes (58%) follow Americans, whereas in Asia, Singaporeans lead (49%).

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Methodology: YouGov Surveys: Serviced provide quick survey results from
nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 17 markets with sample sizes varying between 503 and 2004 for each market. All surveys were conducted online in March 2024. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov Surveys: Serviced.

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