Price is the governing factor for gamers considering a microtransaction and/or DLC purchase. Close to half of non-purchasers of microtransactions are not willing to spend any money on them, while 48 percent felt the content was not worth the extra expense. The same was also found among non-DLC purchasers with half stating the DLC was not worth the money and 16 percent who believe the extra content should have been included in the full game price.
While using earned virtual currency to buy items is preferred by microtransaction purchasers, 78 percent are willing to spend some amount of real money to purchase microtransactions such as weapons, tools and power-ups. This is, of course, contingent upon how much the gamer enjoys the game, as well as the price of the microtransaction.
Half of microtransaction purchasers would be influenced to purchase more microtransactions if the prices were less expensive. Attitudes towards mictrotransactions are mostly positive, with the majority (77 percent) claiming to like that microtransactions allow them to extend their enjoyment of a particular game. On the other hand, 68 percent believe the pay-to-win aspect of microstransactions within gaming is unfortunate.
Top reasons for purchasing DLC include wanting to multiplay with friends, having all the game content, and feeling the price for the extra content was reasonable. While most find the prices reasonable, purchasers would still like lower price points; over half indicate they would be influenced to purchase more DLC if the prices were cheaper.
“Spending on microtransactions and DLC is currently healthy, but game publishers and developers must not lose sight of the importance of looking at areas that will stimulate spending growth without compromising real and perceived value of the content they’re providing,” said Sam Naji, industry analyst, The NPD Group.
An online survey was conducted among males and females ages 13-54. Qualified respondents indicated that they have purchased some type of DLC or microtransaction within the past 3 months. 8,893 respondents were surveyed. 2,470 qualified as recent DLC or microtransaction purchasers. The survey was in the field from August 19 – September 2, 2016.