2022 PC & Console Insights Report

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  1. The best game experiences emerge from insight-based innovations. As the world of PC & console games continues to evolve, accessing the right insights can help industry partners grow their business and delight users with top-of-the-line experiences. The 2022 PC & Console Insights Report is the second in a series of four to help 
game developers figure out where to go next.

    The global view

    In this report, the global view includes countries within Asia-Pacific (APAC), Europe, Middle East, and North America, as well as South Africa, Mexico, and Brazil.

    Today's PC & console players are finding their next games through YouTube videos and social media, looking for diverse characters, seeking out games with competitive play. Their interest in diversity runs deep – around 70% emphasize the importance of diverse characters and storylines. They're eager to play new games as soon as possible and want access to in-game exclusives — more than half of global PC & console players also indicated having pre-ordered a game.

    Ensure your game reaches its full potential by diving into insights that will help you…
    01

    01

    Design your game

    Powerful game design is built on a foundation of insights. To scale up and grow your PC & console games business, a strong – yet flexible – foundation is key. A deep understanding of player behavior and priorities can help set your game up for success.

    01

    Player behavior

    Around the world, PC & console players are turning to games when they need to relax, when they’re feeling bored, or when they have a spare moment. 84% of players also tend to switch between two or more games at once.

    Why do PC & console players start playing games?

    Why do PC & console players start playing games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Global, n=14,356 global respondents 18+ that primarily play games on their PC or console

    How many different games are PC & console players usually playing at any given time?

    How many different games are PC & console players usually playing at any given time?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Global, n=14,356 global respondents 18+ that primarily play games on their PC or console

    How many different games are PC & console players usually playing at any given time?
    Localization

    Localization

    Over half of PC & console players surveyed believe it’s very or extremely important that the games they play are localized to their country or region. This sentiment is driven largely by those in Brazil and APAC.

    How important is it to PC & console players that a game's content is localized to their country or region?

    How important is it to PC & console players that a game's content is localized to their country or region?

    EXTREMELY IMPORTANT

    VERY IMPORTANT

    MODERATELY IMPORTANT

    SLIGHTLY IMPORTANT

    NOT IMPORTANT AT ALL

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Global, n=14,356 global respondents 18+ that primarily play games on their PC or console

    Upcoming game features

    Upcoming game features

    PC & console players are hoping to find games with more character diversity, or more options to create their own unique characters. They’re also interested in games that integrate new technologies, as well as diverse gameplay and games that recognize competitive play.

    What features are PC & console players interested in engaging 
with in new games?

    What features are PC & console players interested in engaging 
with in new games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Global, n=14,356 global respondents 18+ that primarily play games on their PC or console

    Google Cloud Data and Analytics

    Prioritize features by unifying your understanding of your players across regions and games.

    Stadia Services

    Partnering with Stadia provides developers with access to a front-end partner portal that enables game deployment, resource management, and other resources. Interested developers should apply for access.
    Diversity, equity, and inclusion

    Diversity, equity, and inclusion

    Over 70% of PC & console players say that it’s very or extremely important that games feature diverse characters and stories and 56% of them underscore the importance 
of accessibility options.

    How important is it to PC & console players that games feature any of the following?

    How important is it to PC & console players that games feature any of the following?

    All of the values in the below chart are listed in %.

    EXTREMELY IMPORTANT

    VERY IMPORTANT

    MODERATELY IMPORTANT

    SLIGHTLY IMPORTANT

    NOT IMPORTANT AT ALL

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Global, n=14,356 global respondents 18+ that primarily play games on their PC or console

    How important is it to PC & console players that the games they play have accessibility options?

    How important is it to PC & console players that the games they play have accessibility options?

    All of the values in the below chart are listed in %.

    EXTREMELY IMPORTANT

    VERY IMPORTANT

    MODERATELY IMPORTANT

    SLIGHTLY IMPORTANT

    NOT IMPORTANT AT ALL

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Global, global respondents 18+ that primarily play games on their PC or console (segmented by ability and age) Note: Those who chose not to disclose whether they have a disability were not included 
in the “Ability” segment.

    PODCAST

    Game design for Friendship

    What responsibility do game designers have to the millions of players who spend their free time on our games? Daniel Cook, Chief Creative Officer at Spry Fox, talks to us about intentionally designing games to create positive interpersonal relationships and communities for players.

    Daniel Cook

    Chief Creative Officer

    Spry Fox

    Lisa Takehana

    Game Designer

    02

    02

    Launch your game

    The moment when a player first comes across a game is one of the most critical junctures for the lifecycle of a game. How do players discover your game, and why do they decide to play? Learning the motivations and expectations behind these moments can unlock opportunities for future optimization.

    Game discovery

    PC & console players discover their next game through YouTube videos, or via ads on social media. Before deciding to play, they first check to see if it’s from a genre they know they love, and whether it has an interesting storyline.

    How do PC & console players discover new or upcoming games?

    How do PC & console players discover new or upcoming games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Global, n=14,356 global respondents 18+ that primarily play games on their PC or console

    What influences PC & console players to try out new games?

    What influences PC & console players to try out new games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Global, n=14,356 global respondents 18+ that primarily play games on their PC or console

    What influences PC & console players to try out new games?

    YouTube Ads

    Reach and engage new players by advertising 
your game on YouTube.

    Stadia Click-to-Play Trials

    Click-to-Play Trials allow players to enjoy a timed trial of a full game on Stadia with no commitments. Interested developers should apply for access.
    Pre-ordering

    Pre-ordering

    More than half of global PC & console players reported having pre-ordered a game, mostly because they’re eager to play it as soon as possible and want to access exclusive 
in-game items.

    How often do PC & console players pre-order an upcoming game?

    How often do PC & console players pre-order an upcoming game?

    OFTEN

    SOMETIMES

    RARELY

    NEVER

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Global, n=12,972 global respondents 18+ that pre-order upcoming games at least rarely

    How often do PC & console players pre-order an upcoming game?

    Why do PC & console players pre-order an upcoming game?

    Why do PC & console players pre-order an upcoming game?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Global, n=12,972 global respondents 18+ that pre-order upcoming games at least rarely

    Why do PC & console players pre-order an upcoming game?
    Translations

    Translations

    Overall, PC & console players are happy with the translations in their game content. 75% say that the translations they see are of good — and sometimes excellent — quality. However, there are opportunities for improvement in APAC, Europe, Middle East, and South Africa.

    How do PC & console players rate the quality of translations in their language in the games they play?

    How do PC & console players rate the quality of translations in their language in the games they play?

    EXCELLENT

    GOOD

    FAIR

    POOR

    VERY POOR

    I'M NOT SURE

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Global, n=14,356 global respondents 18+ that primarily play games on their PC or console

    03

    03

    Grow your business

    As trends come and go, it’s important to keep an eye on emerging insights to stay engaging and relevant. Keep up-to-date on shifts in user behavior, including sentiments on monetization, to keep your business thriving.

    PC & console spend

    Overall spend for PC & console players is mainly directed toward in-game currency, unlocking new characters, or customizing characters along with other in-game items. Spending is driven by higher-level motivations such as faster progress, and access to new or higher quality content and experiences.

    What PC & console in-game benefits have PC & console players spent money on over the past six months?

    What PC & console in-game benefits have PC & console players spent money on over the past six months?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Global, n=5,156 global respondents 18+ that have spent real money in a PC or console game within the past six months

    What PC & console in-game benefits have PC & console players spent money on over the past six months?

    How much money have PC & console players spent on each of the following types of purchases in (or for) PC & console games over the past six months?

    How much money have PC & console players spent on each of the following types of purchases in (or for) PC & console games over the past six months?

    All of the values in the below chart are listed in %.

    $0

    $0.01 - $0.99

    $1 - $9.99

    $10 - $19.99

    $20 - $49.99

    $50 - $99.99

    $100 - $249.99

    $250 - $499.99

    $500 OR MORE

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Global, n=14,356 global respondents 18+ that primarily play games on their PC or console

    How much money have PC & console players spent on each of the following types of purchases in (or for) PC & console games over the past six months?

    Why do PC & console players make purchases within games using real money?

    Why do PC & console players make purchases within games using real money?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Global, n=11,203 global respondents 18+ that have spent real money in a mobile, PC, or console game within 
the past six months

    Game trends

    Game trends

    When it comes to trends, PC & console players around the world are engaging with cross-platform gameplay and cloud games, and looking forward to how the Metaverse and VR could impact the future of games.

    What game trends do PC & console players currently interact with?

    What game trends do PC & console players want
    to interact with 
in the future?

    What game trends do PC & console players want to interact with 
in the future?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Global, n=14,356 global respondents 18+ that primarily play games on their PC or console

    Immersive Stream for Games

    Immersive Stream for Games is designed to help you deliver a direct-to-consumer games service through advanced streaming technology, easier porting, and powerful discovery features. Interested developers should apply for access.

    Google Cloud

    Understand and serve players everywhere with planet-scale cloud infrastructure.
    04 04

    04

    Retain your community

    Good retention builds player loyalty and fosters a strong community. Accessing the right engagement insights can help your business prioritize features and updates to keep players coming back, and staying connected.

    Retention & churn

    PC & console players will continue to play a game if the gameplay is fun, or if they find themselves immersed in an engaging story. If the game stops being fun, or if they encounter too many bugs or glitches, players will set the game down.

    What keeps PC & console players interested in
    continuing to play 
a game?

    What keeps PC & console players interested in continuing to play 
a game?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Global, n=14,356 global respondents 18+ that primarily play games on their PC or console

    What causes PC & console players to quit playing a game?

    What causes PC & console players to quit playing a game?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Global, n=14,356 global respondents 18+ that primarily play games on their PC or console

    What kinds of social features do PC & console players
    use when playing games?

    What kinds of social features do PC & console players use when playing games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Global, n=14,356 global respondents 18+ that primarily play games on their PC or console

    What kinds of social features do PC & console players<br> use when playing games?

    How do PC & console players interact with other
    players outside 
of the game?

    How do PC & console players interact with other players outside 
of the game?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Global, n=14,356 global respondents 18+ that primarily play games on their PC or console

    How do PC & console players interact with other<br> players outside 
of the game?

    Are PC & console players in groups or communities related 
to games?

    Are PC & console players in groups or communities related 
to games?

    All of the values in the below chart are listed in %.

    YES

    NO

    I’M NOT SURE

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Global, global respondents 18+ that primarily play games on their PC or console (segmented by ability) Note: Those who chose not to disclose whether they have a disability were not included in the “Ability” segment.

    Why aren’t PC & console players a part of any communities?

    Why aren’t PC & console players a part of any communities?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Global, n=6,414 global respondents 18+ that are not part of any groups or communities related to games or are unsure if they are

    OP-ED

    Why fostering positive and inclusive game communities is vital to your game’s success

    Playing games is a fundamental part of being human. Whether you engage in monthly game nights with friends and family, or you spend hours each week logged into complex multiplayer worlds, you share a key thing in common with your fellow players: a sense of community. That places a greater responsibility on developers, platforms, and other members of the games ecosystem to encourage and enable positive interactions.

    Careen Yapp

    Strategic Partnerships,

    Stadia

    Jack Buser

    Director of Game Industry Solutions,

    Google Cloud

    YouTube Live

    With YouTube Live you can connect with new audiences, highlight an important moment, build a deeper connection with your fans, and 
much more.

    Google Cloud Vertex AI

    Improve the player experience by applying AI capabilities to areas like content moderation, chat translation, toxicity detection, and more.

    YouTube Analytics

    Learn about your video reach on YouTube, your audience engagement, who’s watching your channel, and more with YouTube Analytics.
  2. The best game experiences emerge from insight-based innovations. As the world of PC & console games continues to evolve, accessing the right insights can help industry partners grow their business and delight users with top-of-the-line experiences. The 2022 PC & Console Insights Report is the second in a series of four to help game developers figure out where to go next.

    The view from Asia-Pacific

    In this report, Asia-Pacific (APAC) includes China, Vietnam, Japan, India, South Korea, Philippines, Thailand, Indonesia, Singapore, Malaysia, Taiwan, and Hong Kong.

    Out of all global PC & console players, those in APAC are the most likely to pre-order a PC or console game, driven by a desire to be among the first to play them and to receive exclusive, in-game items. PC & console players in APAC also have the highest percentage of in-game spenders focused on customizing the appearance of characters, weapons, and other items. Compared to other regions, PC & console players in APAC make up the largest percentage of players belonging to game-related communities, as well as the largest percentage interested in esports.

    Ensure your game reaches its full potential by diving into insights that will help you…
    01

    01

    Design your game

    Powerful game design is built on a foundation of insights. To scale up and grow your PC & console games business, a strong – yet flexible – foundation is key. A deep understanding of player behavior and priorities can help set your game up for success.

    01

    Player behavior

    PC & console players in APAC choose to pick up a game when they need to relax, are feeling bored, or just need a break from school or work. A significant majority also switch off between at least two games at a time.

    Why do PC & console players in APAC start playing games?

    Why do PC & console players in APAC start playing games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, APAC, n=6,204 respondents in APAC 18+ that primarily play games on their PC or console

    How many different games are PC & console players in APAC usually playing at any given time?

    How many different games are PC & console players in APAC usually playing at any given time?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, APAC, n=6,204 respondents in APAC 18+ that primarily play games on their PC or console

    How many different games are PC & console players in APAC usually playing at any given time?
    Localization

    Localization

    In APAC, localization is a key criteria of PC & console games, particularly for those in China, India, and Vietnam. 70% of players report that it’s very or extremely important to them that games have content localized to their country or region.

    How important is it to PC & console players in APAC that a game's content is localized to their country or region?

    How important is it to PC & console players in APAC that a game's content is localized to their country or region?

    EXTREMELY IMPORTANT

    VERY IMPORTANT

    MODERATELY IMPORTANT

    SLIGHTLY IMPORTANT

    NOT IMPORTANT AT ALL

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, APAC, n=6,204 respondents in APAC 18+ that primarily play games on their PC or console

    Upcoming game features

    Upcoming game features

    PC & console players in APAC are mostly interested in engaging with games that have more diverse characters, or a wide range of options to diversify characters. They’re also eager to explore games that take advantage of new technologies, and those with more social play features.

    What features are PC & console players in APAC interested in engaging with in new games?

    What features are PC & console players in APAC interested in engaging with in new games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, APAC, n=6,204 respondents in APAC 18+ that primarily play games on their PC or console

    Google Cloud Data and Analytics

    Prioritize features by unifying your understanding of your players across regions and games

    Stadia Services

    Partnering with Stadia provides developers with access to a front-end partner portal that enables game deployment, resource management, and other resources. Interested developers should apply for access.
    Diversity, equity, and inclusion

    Diversity, equity, and inclusion

    Over 75% of PC & console players in APAC say that it’s very or extremely important to them that the games they play offer diverse characters and diverse stories. When it comes to accessibility features, more than half deem them to be very or extremely important.

    How important is it to PC & console players in APAC that games feature any of the following?

    How important is it to PC & console players in APAC that games feature any of the following?

    All of the values in the below chart are listed in %.

    EXTREMELY IMPORTANT

    VERY IMPORTANT

    MODERATELY IMPORTANT

    SLIGHTLY IMPORTANT

    NOT IMPORTANT AT ALL

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, APAC, n=6,204 respondents in APAC 18+ that primarily play games on their PC or console

    How important is it to PC & console players in APAC that the games they play have accessibility options?

    How important is it to PC & console players in APAC that the games they play have accessibility options?

    All of the values in the below chart are listed in %.

    EXTREMELY IMPORTANT

    VERY IMPORTANT

    MODERATELY IMPORTANT

    SLIGHTLY IMPORTANT

    NOT IMPORTANT AT ALL

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, APAC, respondents in APAC 18+ that primarily play games on their PC or console (segmented by ability and age) Note: Those who chose not to disclose whether they have a disability were not included in the “Ability” segment.

    PODCAST

    Game design for Friendship

    What responsibility do game designers have to the millions of players who spend their free time on our games? Daniel Cook, Chief Creative Officer at Spry Fox, talks to us about intentionally designing games to create positive interpersonal relationships and communities for players.

    Daniel Cook

    Chief Creative Officer

    Spry Fox

    Lisa Takehana

    Game Designer

    02

    02

    Launch your game

    The moment when a player first comes across a game is one of the most critical junctures for the lifecycle of a game. How do players discover your game, and why do they decide to play? Learning the motivations and expectations behind these moments can unlock opportunities for future optimization.

    Game discovery

    PC & console players in APAC discover games equally across YouTube videos, ads on social media, and by hearing about them through friends and family. They’re usually likely to try out a game they know is from a genre they like.

    How do PC & console players in APAC discover new or upcoming games?

    How do PC & console players in APAC discover new or upcoming games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, APAC, n=6,204 respondents in APAC 18+ that primarily play games on their PC or console

    What influences PC & console players in APAC to try out new games?

    What influences PC & console players in APAC to try out new games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, APAC, n=6,204 respondents in APAC 18+ that primarily play games on their PC or console

    What influences PC & console players in APAC to try out new games?

    YouTube Ads

    Reach and engage new players by advertising 
your game on YouTube.

    Stadia Click-to-Play Trials

    Click-to-Play Trials allow players to enjoy a timed trial of a full game on Stadia with no commitments. Interested developers should apply for access.
    Pre-ordering

    Pre-ordering

    A significant majority of players in APAC indicate that they will pre-order an upcoming PC or console game, mostly because they want exclusive, in-game items, and because they want to play it as soon as possible.

    How often do PC & console players in APAC pre-order an upcoming game?

    How often do PC & console players in APAC pre-order an upcoming game?

    OFTEN

    SOMETIMES

    RARELY

    NEVER

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, APAC, n=6,204 respondents in APAC 18+ that primarily play games on their PC or console

    How often do PC & console players in APAC pre-order an upcoming game?

    Why do PC & console players in APAC pre-order an upcoming game?

    Why do PC & console players in APAC pre-order an upcoming game?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, APAC, n=5,895 respondents in APAC 18+ that pre-order upcoming games at least rarely

    Why do PC & console players in APAC pre-order an upcoming game?
    Translations

    Translations

    In a region where localization is key, quality translations are essential. 76% of PC & console players in APAC say that the translations in the games they play are good or excellent. However, this is room for improvement in South Korea, Japan, and Taiwan.

    How do PC & console players in APAC rate the quality of translations in their language in the games they play?

    How do PC & console players in APAC rate the quality of translations in their language in the games they play?

    EXCELLENT

    GOOD

    FAIR

    POOR

    VERY POOR

    I'M NOT SURE

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, APAC, n=6,204 respondents in APAC 18+ that primarily play games on their PC or console

    03

    03

    Grow your business

    As trends come and go, it’s important to keep an eye on emerging insights to stay engaging and relevant. Keep up-to-date on shifts in user behavior, including sentiments on monetization, to keep your business thriving.

    PC & console spend

    In the past six months, PC & console players in APAC mostly spent their money on customizing the look of their items, weapons, or characters, and unlocking special items or characters, with the goal of accessing new or higher quality experiences and content.

    What PC & console in-game benefits have PC & console players in APAC spent money on over the past six months?

    What PC & console in-game benefits have PC & console players in APAC spent money on over the past six months?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, APAC, n=2,328 respondents in APAC 18+ that have spent real money in a PC or console game within the past six months

    What PC & console in-game benefits have PC & console players in APAC spent money on over the past six months?

    How much money have PC & console players in APAC spent on each of the following types of purchases in (or for) PC & console games over the past six months?

    How much money have PC & console players in APAC spent on each of the following types of purchases in (or for) PC & console games over the past six months?

    All of the values in the below chart are listed in %.

    $0

    $0.01 - $0.99

    $1 - $9.99

    $10 - $19.99

    $20 - $49.99

    $50 - $99.99

    $100 - $249.99

    $250 - $499.99

    $500 OR MORE

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, APAC, n=6,204 respondents in APAC 18+ that primarily play games on their PC or console

    How much money have PC & console players in APAC spent on each of the following types of purchases in (or for) PC & console games over the past six months?

    Why do PC & console players in APAC make purchases within games using real money?

    Why do PC & console players in APAC make purchases within games using real money?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, APAC, n=5,219 respondents in APAC 18+ that have spent real money in a mobile, PC, or console game within the past six months

    Game trends

    Game trends

    PC & console players in APAC love to engage with cross-platform gameplay, esports, and cloud games. As for future trends, a significant portion are eager to interact with the Metaverse, with many also intrigued by virtual reality.

    What game trends do PC & console players in APAC currently interact with?

    What game trends do PC & console players in APAC want to interact with in the future?

    What game trends do PC & console players in APAC want to interact with in the future?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, APAC, n=6,204 respondents in APAC 18+ that primarily play games on their PC or console

    Immersive Stream for Games

    Immersive Stream for Games is designed to help you deliver a direct-to-consumer games service through advanced streaming technology, easier porting, and powerful discovery features. Interested developers should apply for access.

    Google Cloud

    Understand and serve players everywhere with planet-scale cloud infrastructure.
    04 04

    04

    Retain your community

    Good retention builds player loyalty and fosters a strong community. Accessing the right engagement insights can help your business prioritize features and updates to keep players coming back, and staying connected.

    Retention & churn

    PC & console players in APAC will continue playing a game if they find it fun, or if they find themselves engaged in a good storyline. They’ll set the game down if they notice too many bugs or glitches, intrusive or constant advertising, or if the game just stops being fun.

    What keeps PC & console players in APAC interested in continuing to play a game?

    What keeps PC & console players in APAC interested in continuing to play a game?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, APAC, n=6,204 respondents in APAC 18+ that primarily play games on their PC or console

    What causes PC & console players in APAC to quit playing a game?

    What causes PC & console players in APAC to quit playing a game?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, APAC, n=6,204 respondents in APAC 18+ that primarily play games on their PC or console

    What kinds of social features do PC & console players in APAC use when playing games?

    What kinds of social features do PC & console players in APAC use when playing games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, APAC, n=6,204 respondents in APAC 18+ that primarily play games on their PC or console

    What kinds of social features do PC & console players in APAC use when playing games?

    How do PC & console players in APAC interact with other players outside of the game?

    How do PC & console players in APAC interact with other players outside of the game?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, APAC, n=6,204 respondents in APAC 18+ that primarily play games on their PC or console

    How do PC & console players in APAC interact with other players outside of the game?

    Are PC & console players in APAC in groups or communities related to games?

    Are PC & console players in APAC in groups or communities related to games?

    All of the values in the below chart are listed in %.

    YES

    NO

    I’M NOT SURE

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, APAC, respondents in APAC 18+ that primarily play games on their PC or console (segmented by ability) Note: Those who chose not to disclose whether they have a disability were not included in the “Ability” segment.

    Why aren’t PC & console players in APAC a part of any communities?

    Why aren’t PC & console players in APAC a part of any communities?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, APAC, n=2,327 respondents in APAC 18+ that are not part of any groups or communities related to games or are unsure if they are

    OP-ED

    Why fostering positive and inclusive game communities is vital to your game’s success

    Playing games is a fundamental part of being human. Whether you engage in monthly game nights with friends and family, or you spend hours each week logged into complex multiplayer worlds, you share a key thing in common with your fellow players: a sense of community. That places a greater responsibility on developers, platforms, and other members of the games ecosystem to encourage and enable positive interactions.

    Careen Yapp

    Strategic Partnerships,

    Stadia

    Jack Buser

    Director of Game Industry Solutions,

    Google Cloud

    YouTube Live

    With YouTube Live you can connect with new audiences, highlight an important moment, build a deeper connection with your fans, and 
much more.

    Google Cloud Vertex AI

    Improve the player experience by applying AI capabilities to areas like content moderation, chat translation, toxicity detection, and more.

    YouTube Analytics

    Learn about your video reach on YouTube, your audience engagement, who’s watching your channel, and more with YouTube Analytics.
  3. The best game experiences emerge from insight-based innovations. As the world of PC & console games continues to evolve, accessing the right insights can help industry partners grow their business and delight users with top-of-the-line experiences. The 2022 PC & Console Insights Report is the second in a series of four to help game developers figure out where to go next.

    The view from Europe, Middle East, and South Africa

    In this report, Europe, Middle East, and South Africa includes Russia, the United Kingdom, Germany, Turkey, South Africa, France, Netherlands, Spain, Italy, Saudi Arabia, United Arab Emirates, Poland, Ukraine, Denmark, Finland, and Sweden.

    PC & console players in Europe, Middle East, and South Africa are seeking storylines with diverse characters, and games that recognize competitive play. They’re the least likely of global players to pre-order a game – but when they do, it’s usually to take advantage of a sale or a discount. More than half of Europe, Middle East, and South Africa players say that it’s very or extremely important that games feature diverse storylines and diverse characters. Across the region, players are also eager to experience how the Metaverse and virtual reality might enhance the future of games.

    Ensure your game reaches its full potential by diving into insights that will help you…
    01

    01

    Design your game

    Powerful game design is built on a foundation of insights. To scale up and grow your PC & console games business, a strong – yet flexible – foundation is key. A deep understanding of player behavior and priorities can help set your game up for success.

    01

    Player behavior

    PC & console players in Europe, Middle East, and South Africa pick up a game when they’re feeling bored, or need to relax. 84% of them also switch between two or more games at once.

    Why do PC & console players in Europe, Middle East, and South Africa start playing games?

    Why do PC & console players in Europe, Middle East, and South Africa start playing games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Europe, Middle East, and South Africa, n=6,429 respondents in Europe, Middle East, and South Africa 18+ that primarily play games on their PC or console

    How many different games are PC & console players in Europe, Middle East, and South Africa usually playing at any given time?

    How many different games are PC & console players in Europe, Middle East, and South Africa usually playing at any given time?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Europe, Middle East, and South Africa, n=6,429 respondents in Europe, Middle East, and South Africa 18+ that primarily play games on their PC or console

    How many different games are PC & console players in Europe, Middle East, and South Africa usually playing at any given time?
    Localization

    Localization

    Only a little over half of PC & console players in Europe, Middle East, and South Africa say that it’s very or extremely important that games are localized to their country or region. The countries that care the most about localization are Saudi Arabia, United Arab Emirates, and Turkey.

    How important is it to PC & console players in Europe, Middle East, and South Africa that a game's content is localized to their country or region?

    How important is it to PC & console players in Europe, Middle East, and South Africa that a game's content is localized to their country or region?

    EXTREMELY IMPORTANT

    VERY IMPORTANT

    MODERATELY IMPORTANT

    SLIGHTLY IMPORTANT

    NOT IMPORTANT AT ALL

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Europe, Middle East, and South Africa, n=6,429 respondents in Europe, Middle East, and South Africa 18+ that primarily play games on their PC or console

    Upcoming game features

    Upcoming game features

    PC & console players in Europe, Middle East, and South Africa are interested in a variety of upcoming features, but they’re mostly excited to engage with games that have diverse characters or diverse character creation options, as well as with games that recognize competitive play.

    What features are PC & console players in Europe, Middle East, and South Africa interested in engaging with in new games?

    What features are PC & console players in Europe, Middle East, and South Africa interested in engaging with in new games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Europe, Middle East, and South Africa, n=6,429 respondents in Europe, Middle East, and South Africa 18+ that primarily play games on their PC or console

    Google Cloud Data and Analytics

    Prioritize features by unifying your understanding of your players across regions and games

    Stadia Services

    Partnering with Stadia provides developers with access to a front-end partner portal that enables game deployment, resource management, and other resources. Interested developers should apply for access.
    Diversity, equity, and inclusion

    Diversity, equity, and inclusion

    In Europe, Middle East, and South Africa, 67% and 72% of PC & console players say that it’s very or extremely important that games feature diverse characters and diverse storylines, respectively. Over half report that it’s at least very important that games feature accessibility options.

    How important is it to PC & console players in Europe, Middle East, and South Africa that games feature any of the following?

    How important is it to PC & console players in Europe, Middle East, and South Africa that games feature any of the following?

    All of the values in the below chart are listed in %.

    EXTREMELY IMPORTANT

    VERY IMPORTANT

    MODERATELY IMPORTANT

    SLIGHTLY IMPORTANT

    NOT IMPORTANT AT ALL

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Europe, Middle East, and South Africa, n=6,429 respondents in Europe, Middle East, and South Africa 18+ that primarily play games on their PC or console

    How important is it to PC & console players in Europe, Middle East, and South Africa that the games they play have accessibility options?

    How important is it to PC & console players in Europe, Middle East, and South Africa that the games they play have accessibility options?

    All of the values in the below chart are listed in %.

    EXTREMELY IMPORTANT

    VERY IMPORTANT

    MODERATELY IMPORTANT

    SLIGHTLY IMPORTANT

    NOT IMPORTANT AT ALL

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Europe, Middle East, and South Africa, n=6,429 respondents in Europe, Middle East, and South Africa 18+ that primarily play games on their PC or console

    PODCAST

    Game design for Friendship

    What responsibility do game designers have to the millions of players who spend their free time on our games? Daniel Cook, Chief Creative Officer at Spry Fox, talks to us about intentionally designing games to create positive interpersonal relationships and communities for players.

    Daniel Cook

    Chief Creative Officer

    Spry Fox

    Lisa Takehana

    Game Designer

    02

    02

    Launch your game

    The moment when a player first comes across a game is one of the most critical junctures for the lifecycle of a game. How do players discover your game, and why do they decide to play? Learning the motivations and expectations behind these moments can unlock opportunities for future optimization.

    Game discovery

    PC & console players in Europe, Middle East, and South Africa generally discover their next game through YouTube videos, or from recommendations by friends and family. If the game is from a genre they know they love, or if the story looks interesting, they’ll be more likely to try it out.

    How do PC & console players in Europe, Middle East, and South Africa discover new or upcoming games?

    How do PC & console players in Europe, Middle East, and South Africa discover new or upcoming games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Europe, Middle East, and South Africa, n=6,429 respondents in Europe, Middle East, and South Africa 18+ that primarily play games on their PC or console

    What influences PC & console players in Europe, Middle East, and South Africa to try out new games?

    What influences PC & console players in Europe, Middle East, and South Africa to try out new games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Europe, Middle East, and South Africa, n=6,429 respondents in Europe, Middle East, and South Africa 18+ that primarily play games on their PC or console

    What influences PC & console players in Europe, Middle East, and South Africa to try out new games?

    YouTube Ads

    Reach and engage new players by advertising 
your game on YouTube.

    Stadia Click-to-Play Trials

    Click-to-Play Trials allow players to enjoy a timed trial of a full game on Stadia with no commitments. Interested developers should apply for access.
    Pre-ordering

    Pre-ordering

    Slightly more than half of PC & console players in Europe, Middle East, and South Africa pre-order a game, usually to take advantage of a discount or sale.

    How often do PC & console players in Europe, Middle East, and South Africa pre-order an upcoming game?

    How often do PC & console players in Europe, Middle East, and South Africa pre-order an upcoming game?

    OFTEN

    SOMETIMES

    RARELY

    NEVER

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Europe, Middle East, and South Africa, n=6,429 respondents in Europe, Middle East, and South Africa 18+ that primarily play games on their PC or console

    How often do PC & console players in Europe, Middle East, and South Africa pre-order an upcoming game?

    Why do PC & console players in Europe, Middle East, and South Africa pre-order an upcoming game?

    Why do PC & console players in Europe, Middle East, and South Africa pre-order an upcoming game?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Europe, Middle East, and South Africa, n=5,543 respondents in Europe, Middle East, and South Africa 18+ that pre-order upcoming games at least rarely

    Why do PC & console players in Europe, Middle East, and South Africa pre-order an upcoming game?
    Translations

    Translations

    In a region spanning multiple languages and cultures, translations make a big difference. In Europe, Middle East, and South Africa, 71% of PC & console players report that the translation quality of the games they play are either good or excellent. However, there is room for improvement in Denmark, Finland, and Sweden.

    How do PC & console players in Europe, Middle East, and South Africa rate the quality of translations in their language in the games they play?

    How do PC & console players in Europe, Middle East, and South Africa rate the quality of translations in their language in the games they play?

    EXCELLENT

    GOOD

    FAIR

    POOR

    VERY POOR

    I'M NOT SURE

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Europe, Middle East, and South Africa, n=6,429 respondents in Europe, Middle East, and South Africa 18+ that primarily play games on their PC or console

    03

    03

    Grow your business

    As trends come and go, it’s important to keep an eye on emerging insights to stay engaging and relevant. Keep up-to-date on shifts in user behavior, including sentiments on monetization, to keep your business thriving.

    PC & console spend

    In the past six months, PC & console players in Europe, Middle East, and South Africa primarily purchased in-game currency and the ability to unlock new characters, underpinned with a desire to speed up progress, access new experiences or content, or to reach a personal goal.

    What PC & console in-game benefits have PC & console players in Europe, Middle East, and South Africa spent money on over the past six months?

    What PC & console in-game benefits have PC & console players in Europe, Middle East, and South Africa spent money on over the past six months?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Europe, Middle East, and South Africa, n=2,185 respondents in Europe, Middle East, and South Africa 18+ that have spent real money in a PC or console game within the past six months

    What PC & console in-game benefits have PC & console players in Europe, Middle East, and South Africa spent money on over the past six months?

    How much money have PC & console players in Europe, Middle East, and South Africa spent on each of the following types of purchases in (or for) PC & console games over the past six months?

    How much money have PC & console players in Europe, Middle East, and South Africa spent on each of the following types of purchases in (or for) PC & console games over the past six months?

    All of the values in the below chart are listed in %.

    $0

    $0.01 - $0.99

    $1 - $9.99

    $10 - $19.99

    $20 - $49.99

    $50 - $99.99

    $100 - $249.99

    $250 - $499.99

    $500 OR MORE

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Europe, Middle East, and South Africa, n=6,429 respondents in Europe, Middle East, and South Africa 18+ that primarily play games on their PC or console

    How much money have PC & console players in Europe, Middle East, and South Africa spent on each of the following types of purchases in (or for) PC & console games over the past six months?

    Why do PC & console players in Europe, Middle East, and South Africa make purchases within games using real money?

    Why do PC & console players in Europe, Middle East, and South Africa make purchases within games using real money?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Europe, Middle East, and South Africa, n=4,665 respondents in Europe, Middle East, and South Africa 18+ that have spent real money in a mobile, PC, or console game within the past six months

    Game trends

    Game trends

    When it comes to trends, some PC & console players in Europe, Middle East, and South Africa enjoy cross-platform game play and cloud games, but a large percentage don’t engage with any trends at all. Many are also eager to see how the Metaverse and virtual reality could impact the future of games.

    What game trends do PC & console players in Europe, Middle East, and South Africa currently interact with?

    What game trends do PC & console players in Europe, Middle East, and South Africa want to interact with in the future?

    What game trends do PC & console players in Europe, Middle East, and South Africa want to interact with in the future?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Europe, Middle East, and South Africa, n=6,429 respondents in Europe, Middle East, and South Africa 18+ that primarily play games on their PC or console

    Immersive Stream for Games

    Immersive Stream for Games is designed to help you deliver a direct-to-consumer games service through advanced streaming technology, easier porting, and powerful discovery features. Interested developers should apply for access.

    Google Cloud

    Understand and serve players everywhere with planet-scale cloud infrastructure.
    04 04

    04

    Retain your community

    Good retention builds player loyalty and fosters a strong community. Accessing the right engagement insights can help your business prioritize features and updates to keep players coming back, and staying connected.

    Retention & churn

    If a game is fun with an engaging storyline, PC & console players in Europe, Middle East, and South Africa will keep playing. When it stops being fun, or if they encounter too many bugs, glitches or crashes – especially ones that delete their progress – they’ll set the game down.

    What keeps PC & console players in Europe, Middle East, and South Africa interested in continuing to play a game?

    What keeps PC & console players in Europe, Middle East, and South Africa interested in continuing to play a game?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Europe, Middle East, and South Africa, n=6,429 respondents in Europe, Middle East, and South Africa 18+ that primarily play games on their PC or console

    What causes PC & console players in Europe, Middle East, and South Africa to quit playing a game?

    What causes PC & console players in Europe, Middle East, and South Africa to quit playing a game?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Europe, Middle East, and South Africa, n=6,429 respondents in Europe, Middle East, and South Africa 18+ that primarily play games on their PC or console

    What kinds of social features do PC & console players in Europe, Middle East, and South Africa use when playing games?

    What kinds of social features do PC & console players in Europe, Middle East, and South Africa use when playing games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Europe, Middle East, and South Africa, n=6,429 respondents in Europe, Middle East, and South Africa 18+ that primarily play games on their PC or console

    What kinds of social features do PC & console players in Europe, Middle East, and South Africa use when playing games?

    How do PC & console players in Europe, Middle East, and South Africa interact with other players outside of the game?

    How do PC & console players in Europe, Middle East, and South Africa interact with other players outside of the game?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Europe, Middle East, and South Africa, n=6,429 respondents in Europe, Middle East, and South Africa 18+ that primarily play games on their PC or console

    How do PC & console players in Europe, Middle East, and South Africa interact with other players outside of the game?

    Are PC & console players in Europe, Middle East, and South Africa in groups or communities related to games?

    Are PC & console players in Europe, Middle East, and South Africa in groups or communities related to games?

    All of the values in the below chart are listed in %.

    YES

    NO

    I’M NOT SURE

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Europe, Middle East, and South Africa, n=6,429 respondents in Europe, Middle East, and South Africa 18+ that primarily play games on their PC or console

    Why aren’t PC & console players in Europe, Middle East, and South Africa a part of any communities?

    Why aren’t PC & console players in Europe, Middle East, and South Africa a part of any communities?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Europe, Middle East, and South Africa, n=3,232 respondents in Europe, Middle East, and South Africa 18+ that are not part of any groups or communities related to games or are unsure if they are

    OP-ED

    Why fostering positive and inclusive game communities is vital to your game’s success

    Playing games is a fundamental part of being human. Whether you engage in monthly game nights with friends and family, or you spend hours each week logged into complex multiplayer worlds, you share a key thing in common with your fellow players: a sense of community. That places a greater responsibility on developers, platforms, and other members of the games ecosystem to encourage and enable positive interactions.

    Careen Yapp

    Strategic Partnerships,

    Stadia

    Jack Buser

    Director of Game Industry Solutions,

    Google Cloud

    YouTube Live

    With YouTube Live you can connect with new audiences, highlight an important moment, build a deeper connection with your fans, and 
much more.

    Google Cloud Vertex AI

    Improve the player experience by applying AI capabilities to areas like content moderation, chat translation, toxicity detection, and more.

    YouTube Analytics

    Learn about your video reach on YouTube, your audience engagement, who’s watching your channel, and more with YouTube Analytics.
  4. The best game experiences emerge from insight-based innovations. As the world of PC & console games continues to evolve, accessing the right insights can help industry partners grow their business and delight users with top-of-the-line experiences. The 2022 PC & Console Insights Report is the second in a series of four to help game developers figure out where to go next.

    The view from North America

    In this report, North America includes the United States and Canada.

    In certain key categories, PC & console players in North America don’t show the same level of engagement compared to their global counterparts. For example, very few North American users report having spent money on in-game purchases. North America is also home to the highest percentage of PC & console players who don’t use any social game features, and who don’t belong to a community. A relatively small portion of PC & console players in North America engage with current game trends, and they aren’t as eager as other regions to engage with any future ones.

    Ensure your game reaches its full potential by diving into insights that will help you…
    01

    01

    Design your game

    Powerful game design is built on a foundation of insights. To scale up and grow your PC & console games business, a strong – yet flexible – foundation is key. A deep understanding of player behavior and priorities can help set your game up for success.

    01

    Player behavior

    PC & console players in North America pick up a PC or console game when they’re bored, or whenever they have some free time. Most also switch between two or more games at once.

    Why do PC & console players in North America start playing games?

    Why do PC & console players in North America start playing games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, North America, n=521 respondents in North America 18+ that primarily play games on their PC or console

    How many different games are PC & console players in North America usually playing at any given time?

    How many different games are PC & console players in North America usually playing at any given time?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, North America, n=521 respondents in North America 18+ that primarily play games on their PC or console

    How many different games are PC & console players in North America usually playing at any given time?
    Localization

    Localization

    57% of PC & console players in North America say that it’s very or extremely important to have localized content in the games they play.

    How important is it to PC & console players in North America that a game's content is localized to their country or region?

    How important is it to PC & console players in North America that a game's content is localized to their country or region?

    EXTREMELY IMPORTANT

    VERY IMPORTANT

    MODERATELY IMPORTANT

    SLIGHTLY IMPORTANT

    NOT IMPORTANT AT ALL

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, North America, n=521 respondents in North America 18+ that primarily play games on their PC or console

    Upcoming game features

    Upcoming game features

    PC & console players in North America are interested in a wide variety of new game features — but they’re most looking forward to games with more diverse characters and character creation options.

    What features are PC & console players in North America interested in engaging with in new games?

    What features are PC & console players in North America interested in engaging with in new games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, North America, n=521 respondents in North America 18+ that primarily play games on their PC or console

    Google Cloud Data and Analytics

    Prioritize features by unifying your understanding of your players across regions and games

    Stadia Services

    Partnering with Stadia provides developers with access to a front-end partner portal that enables game deployment, resource management, and other resources. Interested developers should apply for access.
    Diversity, equity, and inclusion

    Diversity, equity, and inclusion

    62% of PC & console players in North America report that it’s very or extremely important that games feature diverse characters and a slightly higher percentage emphasize the importance of having diverse storylines. Over half also believe that it’s very or extremely important for games to have accessibility options.

    How important is it to PC & console players in North America that games feature any of the following?

    How important is it to PC & console players in North America that games feature any of the following?

    All of the values in the below chart are listed in %.

    EXTREMELY IMPORTANT

    VERY IMPORTANT

    MODERATELY IMPORTANT

    SLIGHTLY IMPORTANT

    NOT IMPORTANT AT ALL

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, North America, n=521 respondents in North America 18+ that primarily play games on their PC or console

    How important is it to PC & console players in North America that the games they play have accessibility options?

    How important is it to PC & console players in North America that the games they play have accessibility options?

    All of the values in the below chart are listed in %.

    EXTREMELY IMPORTANT

    VERY IMPORTANT

    MODERATELY IMPORTANT

    SLIGHTLY IMPORTANT

    NOT IMPORTANT AT ALL

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, North America, n=521 respondents in North America 18+ that primarily play games on their PC or console

    PODCAST

    Game design for Friendship

    What responsibility do game designers have to the millions of players who spend their free time on our games? Daniel Cook, Chief Creative Officer at Spry Fox, talks to us about intentionally designing games to create positive interpersonal relationships and communities for players.

    Daniel Cook

    Chief Creative Officer

    Spry Fox

    Lisa Takehana

    Game Designer

    02

    02

    Launch your game

    The moment when a player first comes across a game is one of the most critical junctures for the lifecycle of a game. How do players discover your game, and why do they decide to play? Learning the motivations and expectations behind these moments can unlock opportunities for future optimization.

    Game discovery

    PC & console players in North America often discover their next game through YouTube videos or via ads on social media. They’re more likely to try out a new game if they know it’s from a genre they already enjoy, and if the game looks fun in the videos they watch.

    How do PC & console players in North America discover new or upcoming games?

    How do PC & console players in North America discover new or upcoming games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, North America, n=521 respondents in North America 18+ that primarily play games on their PC or console

    What influences PC & console players in North America to try out new games?

    What influences PC & console players in North America to try out new games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, North America, n=521 respondents in North America 18+ that primarily play games on their PC or console

    What influences PC & console players in North America to try out new games?

    YouTube Ads

    Reach and engage new players by advertising 
your game on YouTube.

    Stadia Click-to-Play Trials

    Click-to-Play Trials allow players to enjoy a timed trial of a full game on Stadia with no commitments. Interested developers should apply for access.
    Pre-ordering

    Pre-ordering

    Our research shows that 58% of PC & console players in North America report pre-ordering an upcoming game, usually because they’re eager to play it as soon as possible.

    How often do PC & console players in North America pre-order an upcoming game?

    How often do PC & console players in North America pre-order an upcoming game?

    OFTEN

    SOMETIMES

    RARELY

    NEVER

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, North America, n=521 respondents in North America 18+ that primarily play games on their PC or console

    How often do PC & console players in North America pre-order an upcoming game?

    Why do PC & console players in North America pre-order an upcoming game?

    Why do PC & console players in North America pre-order an upcoming game?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, North America, n=437 respondents in North America 18+ that pre-order games at least rarely

    Why do PC & console players in North America pre-order an upcoming game?
    Translations

    Translations

    PC & console players in North America are generally happy with the quality of translations in their game content, with 77% percent rating it as good or excellent.

    How do PC & console players in North America rate the quality of translations in their language in the games they play?

    How do PC & console players in North America rate the quality of translations in their language in the games they play?

    EXCELLENT

    GOOD

    FAIR

    POOR

    VERY POOR

    I'M NOT SURE

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, North America, n=521 respondents in North America 18+ that primarily play games on their PC or console

    03

    03

    Grow your business

    As trends come and go, it’s important to keep an eye on emerging insights to stay engaging and relevant. Keep up-to-date on shifts in user behavior, including sentiments on monetization, to keep your business thriving.

    PC & console spend

    When spending in-game, PC & console players in North America most often purchase in-game currency, or the ability to customize the appearance of items, characters, or weapons. They also report that they usually spend money in-game to progress more quickly or reach a personal goal.

    What PC & console in-game benefits have PC & console players in North America spent money on over the past six months?

    What PC & console in-game benefits have PC & console players in North America spent money on over the past six months?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, North America, n=164 respondents in North America 18+ that have spent real money in a PC or console game within the past 6 months

    What PC & console in-game benefits have PC & console players in North America spent money on over the past six months?

    How much money have PC & console players in North America spent on each of the following types of purchases in (or for) PC & console games over the past six months?

    How much money have PC & console players in North America spent on each of the following types of purchases in (or for) PC & console games over the past six months?

    All of the values in the below chart are listed in %.

    $0

    $0.01 - $0.99

    $1 - $9.99

    $10 - $19.99

    $20 - $49.99

    $50 - $99.99

    $100 - $249.99

    $250 - $499.99

    $500 OR MORE

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, North America, n=521 respondents in North America 18+ that primarily play games on their PC or console

    How much money have PC & console players in North America spent on each of the following types of purchases in (or for) PC & console games over the past six months?

    Why do PC & console players in North America make purchases within games using real money?

    Why do PC & console players in North America make purchases within games using real money?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, North America, n=375 respondents in North America 18+ that have spent real money in a mobile, PC, or console game within the past 6 months

    Game trends

    Game trends

    A high percentage of PC & console players in North America don’t engage with any game trends, but the ones who do enjoy cross-platform gameplay and cloud games. Similarly, they don’t have a strong interest in future trends, though there is some curiosity about the Metaverse and virtual reality.

    What game trends do PC & console players in North America currently interact with?

    What game trends do PC & console players in North America want
    to interact with in the future?

    What game trends do PC & console players in North America want to interact with in the future?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, North America, n=521 respondents in North America 18+ that primarily play games on their PC or console

    Immersive Stream for Games

    Immersive Stream for Games is designed to help you deliver a direct-to-consumer games service through advanced streaming technology, easier porting, and powerful discovery features. Interested developers should apply for access.

    Google Cloud

    Understand and serve players everywhere with planet-scale cloud infrastructure.
    04 04

    04

    Retain your community

    Good retention builds player loyalty and fosters a strong community. Accessing the right engagement insights can help your business prioritize features and updates to keep players coming back, and staying connected.

    Retention & churn

    PC & console players in North America will stick with a game if the gameplay is fun, and set it aside if they stop enjoying the game.

    What keeps PC & console players in North America interested in continuing to play a game?

    What keeps PC & console players in North America interested in continuing to play a game?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, North America, n=521 respondents in North America 18+ that primarily play games on their PC or console

    What causes PC & console players in North America to quit playing a game?

    What causes PC & console players in North America to quit playing a game?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, North America, n=521 respondents in North America 18+ that primarily play games on their PC or console

    What kinds of social features do PC & console players in North America use when playing games?

    What kinds of social features do PC & console players in North America use when playing games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, North America, n=521 respondents in North America 18+ that primarily play games on their PC or console

    How do PC & console players in North America interact with other players outside of the game?

    How do PC & console players in North America interact with other players outside of the game?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, North America, n=521 respondents in North America 18+ that primarily play games on their PC or console

    How do PC & console players in North America interact with other players outside of the game?

    Are PC & console players in North America in groups or communities related to games?

    Are PC & console players in North America in groups or communities related to games?

    All of the values in the below chart are listed in %.

    YES

    NO

    I’M NOT SURE

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, North America, n=521 respondents in North America 18+ that primarily play games on their PC or console

    Why aren’t PC & console players in North America a part of any communities?

    Why aren’t PC & console players in North America a part of any communities?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, North America, n=320 respondents in North America 18+ that are not part of any groups or communities related to games or are unsure if they are

    OP-ED

    Why fostering positive and inclusive game communities is vital to your game’s success

    Playing games is a fundamental part of being human. Whether you engage in monthly game nights with friends and family, or you spend hours each week logged into complex multiplayer worlds, you share a key thing in common with your fellow players: a sense of community. That places a greater responsibility on developers, platforms, and other members of the games ecosystem to encourage and enable positive interactions.

    Careen Yapp

    Strategic Partnerships,

    Stadia

    Jack Buser

    Director of Game Industry Solutions,

    Google Cloud

    YouTube Live

    With YouTube Live you can connect with new audiences, highlight an important moment, build a deeper connection with your fans, and 
much more.

    Google Cloud Vertex AI

    Improve the player experience by applying AI capabilities to areas like content moderation, chat translation, toxicity detection, and more.

    YouTube Analytics

    Learn about your video reach on YouTube, your audience engagement, who’s watching your channel, and more with YouTube Analytics.
  5. The best game experiences emerge from insight-based innovations. As the world of PC & console games continues to evolve, accessing the right insights can help industry partners grow their business and delight users with top-of-the-line experiences. The 2022 PC & Console Insights Report is the second in a series of four to help game developers figure out where to go next.

    The view from Brazil

    PC & console players in Brazil often discover their next game through YouTube, and strongly hope that it’s localized to their region. In fact, at 81%, the country has the highest percentage of players who say that localization is very or extremely important in games. While playing, PC & console players in Brazil prefer interactive social features as opposed to sharing game status or progress. To connect with others, they frequently turn to in-game voice chat. This region also reports the highest percentage of players who say that diverse stories and accessibility features are important to them.

    Ensure your game reaches its full potential by diving into insights that will help you…
    01

    01

    Design your game

    Powerful game design is built on a foundation of insights. To scale up and grow your PC & console games business, a strong – yet flexible – foundation is key. A deep understanding of player behavior and priorities can help set your game up for success.

    01

    Player behavior

    PC & console players in Brazil turn to games when they want to relax and when they have spare time. 92% of them juggle playing at least two games at a time.

    Why do PC & console players in Brazil start playing games?

    Why do PC & console players in Brazil start playing games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Brazil, n=580 respondents in Brazil 18+ that primarily play games on their PC or console

    How many different games are PC & console players in Brazil usually playing at any given time?

    How many different games are PC & console players in Brazil usually playing at any given time?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Brazil, n=580 respondents in Brazil 18+ that primarily play games on their PC or console

    How many different games are PC & console players in Brazil usually playing at any given time?
    Localization

    Localization

    For PC & console players in Brazil, good localization is a key component of a game. 81% say that it’s very or extremely important that the games they play are localized to their country or region.

    How important is it to PC & console players in Brazil that a game's content is localized to their country or region?

    How important is it to PC & console players in Brazil that a game's content is localized to their country or region?

    EXTREMELY IMPORTANT

    VERY IMPORTANT

    MODERATELY IMPORTANT

    SLIGHTLY IMPORTANT

    NOT IMPORTANT AT ALL

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Brazil, n=580 respondents in Brazil 18+ that primarily play games on their PC or console

    Upcoming game features

    Upcoming game features

    When choosing what to play next, PC & console players in Brazil look for games with more diverse characters and character creation options.

    What features are PC & console players in Brazil interested in engaging with in new games?

    What features are PC & console players in Brazil interested in engaging with in new games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Brazil, n=580 respondents in Brazil 18+ that primarily play games on their PC or console

    Google Cloud Data and Analytics

    Prioritize features by unifying your understanding of your players across regions and games

    Stadia Services

    Partnering with Stadia provides developers with access to a front-end partner portal that enables game deployment, resource management, and other resources. Interested developers should apply for access.
    Diversity, equity, and inclusion

    Diversity, equity, and inclusion

    Over 75% of PC & console players in Brazil report that it’s very or extremely important that games feature diverse characters and diverse storylines. 87% also say that it’s at least very important for games to offer accessibility options.

    How important is it to PC & console players in Brazil that games feature any of the following?

    How important is it to PC & console players in Brazil that games feature any of the following?

    All of the values in the below chart are listed in %.

    EXTREMELY IMPORTANT

    VERY IMPORTANT

    MODERATELY IMPORTANT

    SLIGHTLY IMPORTANT

    NOT IMPORTANT AT ALL

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Brazil, n=580 respondents in Brazil 18+ that primarily play games on their PC or console

    How important is it to PC & console players in Brazil that the games they play have accessibility options?

    How important is it to PC & console players in Brazil that the games they play have accessibility options?

    All of the values in the below chart are listed in %.

    EXTREMELY IMPORTANT

    VERY IMPORTANT

    MODERATELY IMPORTANT

    SLIGHTLY IMPORTANT

    NOT IMPORTANT AT ALL

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Brazil, n=580 respondents in Brazil 18+ that primarily play games on their PC or console

    PODCAST

    Game design for Friendship

    What responsibility do game designers have to the millions of players who spend their free time on our games? Daniel Cook, Chief Creative Officer at Spry Fox, talks to us about intentionally designing games to create positive interpersonal relationships and communities for players.

    Daniel Cook

    Chief Creative Officer

    Spry Fox

    Lisa Takehana

    Game Designer

    02

    02

    Launch your game

    The moment when a player first comes across a game is one of the most critical junctures for the lifecycle of a game. How do players discover your game, and why do they decide to play? Learning the motivations and expectations behind these moments can unlock opportunities for future optimization.

    Game discovery

    PC & console players in Brazil primarily discover new games through YouTube videos, and sometimes through social media ads. Before deciding to play a new game, they’re likely to check out if it’s from a genre they know they enjoy, and whether it looks fun to play in the videos they watch.

    How do PC & console players in Brazil discover new or upcoming games?

    How do PC & console players in Brazil discover new or upcoming games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Brazil, n=580 respondents in Brazil 18+ that primarily play games on their PC or console

    What influences PC & console players in Brazil to try out new games?

    What influences PC & console players in Brazil to try out new games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Brazil, n=580 respondents in Brazil 18+ that primarily play games on their PC or console

    What influences PC & console players in Brazil to try out new games?

    YouTube Ads

    Reach and engage new players by advertising 
your game on YouTube.

    Stadia Click-to-Play Trials

    Click-to-Play Trials allow players to enjoy a timed trial of a full game on Stadia with no commitments. Interested developers should apply for access.
    Pre-ordering

    Pre-ordering

    A little more than half of PC & console players in Brazil indicate having pre-ordered an upcoming game, usually to take advantage of any discounts or sales.

    How often do PC & console players in Brazil pre-order an upcoming game?

    How often do PC & console players in Brazil pre-order an upcoming game?

    OFTEN

    SOMETIMES

    RARELY

    NEVER

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Brazil, n=580 respondents in Brazil 18+ that primarily play games on their PC or console

    How often do PC & console players in Brazil pre-order an upcoming game?

    Why do PC & console players in Brazil pre-order an upcoming game?

    Why do PC & console players in Brazil pre-order an upcoming game?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Brazil, n=522 respondents in Brazil 18+ that pre-order upcoming games at least rarely

    Why do PC & console players in Brazil pre-order an upcoming game?
    Translations

    Translations

    Most PC & console players in Brazil report that translations in the games they play are good quality, and sometimes even excellent.

    How do PC & console players in Brazil rate the quality of translations in their language in the games they play?

    How do PC & console players in Brazil rate the quality of translations in their language in the games they play?

    EXCELLENT

    GOOD

    FAIR

    POOR

    VERY POOR

    I'M NOT SURE

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Brazil, n=580 respondents in Brazil 18+ that primarily play games on their PC or console

    03

    03

    Grow your business

    As trends come and go, it’s important to keep an eye on emerging insights to stay engaging and relevant. Keep up-to-date on shifts in user behavior, including sentiments on monetization, to keep your business thriving.

    PC & console spend

    In the past six months, PC & console players in Brazil primarily made purchases related to in-game currency and character, item, or weapon customizations. These purchases are fueled by a desire to speed up progress, access new experiences and content, or take advantage of a sale or promotion.

    What PC & console in-game benefits have PC & console players in Brazil spent money on over the past six months?

    What PC & console in-game benefits have PC & console players in Brazil spent money on over the past six months?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Brazil, n=244 respondents in Brazil 18+ that have spent real money in a PC or console game within the past six months

    What PC & console in-game benefits have PC & console players in Brazil spent money on over the past six months?

    How much money have PC & console players in Brazil spent on each of the following types of purchases in (or for) PC & console games over the past six months?

    How much money have PC & console players in Brazil spent on each of the following types of purchases in (or for) PC & console games over the past six months?

    All of the values in the below chart are listed in %.

    $0

    $0.01 - $0.99

    $1 - $9.99

    $10 - $19.99

    $20 - $49.99

    $50 - $99.99

    $100 - $249.99

    $250 - $499.99

    $500 OR MORE

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Brazil, n=580 respondents in Brazil 18+ that primarily play games on their PC or console

    How much money have PC & console players in Brazil spent on each of the following types of purchases in (or for) PC & console games over the past six months?

    Why do PC & console players in Brazil make purchases within games using real money?

    Why do PC & console players in Brazil make purchases within games using real money?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Brazil, n=450 respondents in Brazil 18+ that have spent real money in a mobile, PC, or console game within the past six months

    Game trends

    Game trends

    PC & console players in Brazil enjoy cross-platform gameplay and cloud games, and look forward to interacting with the Metaverse and virtual reality in the near future.

    What game trends do PC & console players in Brazil currently interact with?

    What game trends do PC & console players in Brazil want to interact with in the future?

    What game trends do PC & console players in Brazil want to interact with in the future?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Brazil, n=580 respondents in Brazil 18+ that primarily play games on their PC or console

    Immersive Stream for Games

    Immersive Stream for Games is designed to help you deliver a direct-to-consumer games service through advanced streaming technology, easier porting, and powerful discovery features. Interested developers should apply for access.

    Google Cloud

    Understand and serve players everywhere with planet-scale cloud infrastructure.
    04 04

    04

    Retain your community

    Good retention builds player loyalty and fosters a strong community. Accessing the right engagement insights can help your business prioritize features and updates to keep players coming back, and staying connected.

    Retention & churn

    PC & console players in Brazil will usually continue playing a game as long as it’s fun – but if it stops being fun, or has too many bugs, they’ll set it down.

    What keeps PC & console players in Brazil interested in continuing to play a game?

    What keeps PC & console players in Brazil interested in continuing to play a game?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Brazil, n=580 respondents in Brazil 18+ that primarily play games on their PC or console

    What causes PC & console players in Brazil to quit playing a game?

    What causes PC & console players in Brazil to quit playing a game?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Brazil, n=580 respondents in Brazil 18+ that primarily play games on their PC or console

    What kinds of social features do PC & console players in Brazil use when playing games?

    What kinds of social features do PC & console players in Brazil use when playing games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Brazil, n=580 respondents in Brazil 18+ that primarily play games on their PC or console

    What kinds of social features do PC & console players in Brazil use when playing games?

    How do PC & console players in Brazil interact with other players outside of the game?

    How do PC & console players in Brazil interact with other players outside of the game?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Brazil, n=580 respondents in Brazil 18+ that primarily play games on their PC or console

    How do PC & console players in Brazil interact with other players outside of the game?

    Are PC & console players in Brazil in groups or communities related to games?

    Are PC & console players in Brazil in groups or communities related to games?

    All of the values in the below chart are listed in %.

    YES

    NO

    I’M NOT SURE

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Brazil, n=580 respondents in Brazil 18+ that primarily play games on their PC or console

    Why aren’t PC & console players in Brazil a part of any communities?

    Why aren’t PC & console players in Brazil a part of any communities?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Brazil, n=254 respondents in Brazil 18+ that are not part of any groups or communities related to games or are unsure if they are

    OP-ED

    Why fostering positive and inclusive game communities is vital to your game’s success

    Playing games is a fundamental part of being human. Whether you engage in monthly game nights with friends and family, or you spend hours each week logged into complex multiplayer worlds, you share a key thing in common with your fellow players: a sense of community. That places a greater responsibility on developers, platforms, and other members of the games ecosystem to encourage and enable positive interactions.

    Careen Yapp

    Strategic Partnerships,

    Stadia

    Jack Buser

    Director of Game Industry Solutions,

    Google Cloud

    YouTube Live

    With YouTube Live you can connect with new audiences, highlight an important moment, build a deeper connection with your fans, and 
much more.

    Google Cloud Vertex AI

    Improve the player experience by applying AI capabilities to areas like content moderation, chat translation, toxicity detection, and more.

    YouTube Analytics

    Learn about your video reach on YouTube, your audience engagement, who’s watching your channel, and more with YouTube Analytics.
  6. The best game experiences emerge from insight-based innovations. As the world of PC & console games continues to evolve, accessing the right insights can help industry partners grow their business and delight users with top-of-the-line experiences. The 2022 PC & Console Insights Report is the second in a series of four to help game developers figure out where to go next.

    The view from Mexico

    Mexico has one of the highest percentages of PC & console players spending in-game to change the appearance of their characters, weapons, and other in-game items. The spending is often motivated by a desire to access new experiences and content. Today’s PC & console players in Mexico also have a strong interest in cloud games, as well as games that feature new technology and diverse gameplay. Looking to the future, they share an eagerness to experience what the Metaverse and virtual reality can bring to games.

    Ensure your game reaches its full potential by diving into insights that will help you…
    01

    01

    Design your game

    Powerful game design is built on a foundation of insights. To scale up and grow your PC & console games business, a strong – yet flexible – foundation is key. A deep understanding of player behavior and priorities can help set your game up for success.

    01

    Player behavior

    Players in Mexico play games on their PCs and consoles when they’re feeling bored, or need a moment to relax. A significant majority also play two or more games at once.

    Why do PC & console players in Mexico start playing games?

    Why do PC & console players in Mexico start playing games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Mexico, n=622 respondents in Mexico 18+ that primarily play games on their PC or console

    How many different games are PC & console players in Mexico usually playing at any given time?

    How many different games are PC & console players in Mexico usually playing at any given time?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Mexico, n=622 respondents in Mexico 18+ that primarily play games on their PC or console

    How many different games are PC & console players in Mexico usually playing at any given time?
    Localization

    Localization

    Over half of PC & console players in Mexico say that it’s very or extremely important that a game’s content is localized to their country or region.

    How important is it to PC & console players in Mexico that a game's content is localized to their country or region?

    How important is it to PC & console players in Mexico that a game's content is localized to their country or region?

    EXTREMELY IMPORTANT

    VERY IMPORTANT

    MODERATELY IMPORTANT

    SLIGHTLY IMPORTANT

    NOT IMPORTANT AT ALL

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Mexico, n=622 respondents in Mexico 18+ that primarily play games on their PC or console

    Upcoming game features

    Upcoming game features

    PC & console players in Mexico are eager to engage with a variety of upcoming game features, but they’re particularly interested in playing games that feature new technology or diverse gameplay.

    What features are PC & console players in Mexico interested in engaging with in new games?

    What features are PC & console players in Mexico interested in engaging with in new games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Mexico, n=622 respondents in Mexico 18+ that primarily play games on their PC or console

    Google Cloud Data and Analytics

    Prioritize features by unifying your understanding of your players across regions and games

    Stadia Services

    Partnering with Stadia provides developers with access to a front-end partner portal that enables game deployment, resource management, and other resources. Interested developers should apply for access.
    Diversity, equity, and inclusion

    Diversity, equity, and inclusion

    Over 70% of PC & console players in Mexico report that diverse characters are very or extremely important to them and a slightly higher percentage find diverse stories very or extremely important. 66% believe that it’s important that the games they play have accessibility options.

    How important is it to PC & console players in Mexico that games feature any of the following?

    How important is it to PC & console players in Mexico that games feature any of the following?

    All of the values in the below chart are listed in %.

    EXTREMELY IMPORTANT

    VERY IMPORTANT

    MODERATELY IMPORTANT

    SLIGHTLY IMPORTANT

    NOT IMPORTANT AT ALL

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Mexico, n=622 respondents in Mexico 18+ that primarily play games on their PC or console

    How important is it to PC & console players in Mexico that the games they play have accessibility options?

    How important is it to PC & console players in Mexico that the games they play have accessibility options?

    All of the values in the below chart are listed in %.

    EXTREMELY IMPORTANT

    VERY IMPORTANT

    MODERATELY IMPORTANT

    SLIGHTLY IMPORTANT

    NOT IMPORTANT AT ALL

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Mexico, n=622 respondents in Mexico 18+ that primarily play games on their PC or console

    PODCAST

    Game design for Friendship

    What responsibility do game designers have to the millions of players who spend their free time on our games? Daniel Cook, Chief Creative Officer at Spry Fox, talks to us about intentionally designing games to create positive interpersonal relationships and communities for players.

    Daniel Cook

    Chief Creative Officer

    Spry Fox

    Lisa Takehana

    Game Designer

    02

    02

    Launch your game

    The moment when a player first comes across a game is one of the most critical junctures for the lifecycle of a game. How do players discover your game, and why do they decide to play? Learning the motivations and expectations behind these moments can unlock opportunities for future optimization.

    Game discovery

    PC & console players in Mexico discover their next new game through ads on social media, or via YouTube videos. If the game is from a genre they know they like, and if it looks fun in the videos they watch, they’re more likely to pick it up and start playing.

    How do PC & console players in Mexico discover new or upcoming games?

    How do PC & console players in Mexico discover new or upcoming games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Mexico, n=622 respondents in Mexico 18+ that primarily play games on their PC or console

    What influences PC & console players in Mexico to try out new games?

    What influences PC & console players in Mexico to try out new games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Mexico, n=622 respondents in Mexico 18+ that primarily play games on their PC or console

    What influences PC & console players in Mexico to try out new games?

    YouTube Ads

    Reach and engage new players by advertising 
your game on YouTube.

    Stadia Click-to-Play Trials

    Click-to-Play Trials allow players to enjoy a timed trial of a full game on Stadia with no commitments. Interested developers should apply for access.
    Pre-ordering

    Pre-ordering

    Motivated by the opportunity to access exclusive, in-game items, 60% of PC & console players in Mexico report having pre-ordered an upcoming game.

    How often do PC & console players in Mexico pre-order an upcoming game?

    How often do PC & console players in Mexico pre-order an upcoming game?

    OFTEN

    SOMETIMES

    RARELY

    NEVER

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Mexico, n=622 respondents in Mexico 18+ that primarily play games on their PC or console

    Why do PC & console players in Mexico pre-order an upcoming game?

    Why do PC & console players in Mexico pre-order an upcoming game?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Mexico, n=575 respondents in Mexico 18+ that pre-order games at least rarely

    Why do PC & console players in Mexico pre-order an upcoming game?
    Translations

    Translations

    Most PC & console players in Mexico are happy with the quality of the translations in their games – 80% say that they’re of good or excellent quality.

    How do PC & console players in Mexico rate the quality of translations in their language in the games they play?

    How do PC & console players in Mexico rate the quality of translations in their language in the games they play?

    EXCELLENT

    GOOD

    FAIR

    POOR

    VERY POOR

    I'M NOT SURE

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Mexico, n=622 respondents in Mexico 18+ that primarily play games on their PC or console

    03

    03

    Grow your business

    As trends come and go, it’s important to keep an eye on emerging insights to stay engaging and relevant. Keep up-to-date on shifts in user behavior, including sentiments on monetization, to keep your business thriving.

    PC & console spend

    In the past six months, the most popular items purchased in-game for PC & console players in Mexico include in-game currency and the ability to customize the look of characters, items, or weapons. Underlying these purchases is a deeper motivation to access new and higher quality experiences and content.

    What PC & console in-game benefits have PC & console players in Mexico spent money on over the past six months?

    What PC & console in-game benefits have PC & console players in Mexico spent money on over the past six months?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Mexico, n=235 respondents in Mexico 18+ that have spent real money in a PC or console game within the past 6 months

    What PC & console in-game benefits have PC & console players in Mexico spent money on over the past six months?

    How much money have PC & console players in Mexico spent on each of the following types of purchases in (or for) PC & console games over the past six months?

    How much money have PC & console players in Mexico spent on each of the following types of purchases in (or for) PC & console games over the past six months?

    All of the values in the below chart are listed in %.

    $0

    $0.01 - $0.99

    $1 - $9.99

    $10 - $19.99

    $20 - $49.99

    $50 - $99.99

    $100 - $249.99

    $250 - $499.99

    $500 OR MORE

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Mexico, n=622 respondents in Mexico 18+ that primarily play games on their PC or console

    How much money have PC & console players in Mexico spent on each of the following types of purchases in (or for) PC & console games over the past six months?

    Why do PC & console players in Mexico make purchases within games using real money?

    Why do PC & console players in Mexico make purchases within games using real money?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Mexico, n=494 respondents in Mexico 18+ that have spent real money in a mobile, PC, or console game within the past 6 months

    Game trends

    Game trends

    PC & console players in Mexico enjoy cross-platform gameplay and cloud games, and have a strong desire to engage with the Metaverse and virtual reality in the future.

    What game trends do PC & console players in Mexico currently interact with?

    What game trends do PC & console players in Mexico want to interact with in the future?

    What game trends do PC & console players in Mexico want to interact with in the future?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Mexico, n=622 respondents in Mexico 18+ that primarily play games on their PC or console

    Immersive Stream for Games

    Immersive Stream for Games is designed to help you deliver a direct-to-consumer games service through advanced streaming technology, easier porting, and powerful discovery features. Interested developers should apply for access.

    Google Cloud

    Understand and serve players everywhere with planet-scale cloud infrastructure.
    04 04

    04

    Retain your community

    Good retention builds player loyalty and fosters a strong community. Accessing the right engagement insights can help your business prioritize features and updates to keep players coming back, and staying connected.

    Retention & churn

    PC & console players in Mexico will keep playing a game as long as it’s fun for them. If it stops being fun, if the game is play-to-win, or if they encounter too many ads – especially intrusive ones – they’ll set the game down.

    What keeps PC & console players in Mexico interested in continuing to play a game?

    What keeps PC & console players in Mexico interested in continuing to play a game?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Mexico, n=622 respondents in Mexico 18+ that primarily play games on their PC or console

    What causes PC & console players in Mexico to quit playing a game?

    What causes PC & console players in Mexico to quit playing a game?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Mexico, n=622 respondents in Mexico 18+ that primarily play games on their PC or console

    What kinds of social features do PC & console players in Mexico use when playing games?

    What kinds of social features do PC & console players in Mexico use when playing games?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Mexico, n=622 respondents in Mexico 18+ that primarily play games on their PC or console

    What kinds of social features do PC & console players in Mexico use when playing games?

    How do PC & console players in Mexico interact with other players outside of the game?

    How do PC & console players in Mexico interact with other players outside of the game?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Mexico, n=622 respondents in Mexico 18+ that primarily play games on their PC or console

    How do PC & console players in Mexico interact with other players outside of the game?

    Are PC & console players in Mexico in groups or communities related to games?

    Are PC & console players in Mexico in groups or communities related to games?

    All of the values in the below chart are listed in %.

    YES

    NO

    I’M NOT SURE

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Mexico, n=622 respondents in Mexico 18+ that primarily play games on their PC or console

    Why aren’t PC & console players in Mexico a part of any communities?

    Why aren’t PC & console players in Mexico a part of any communities?

    Google/VGM, “PC & Console Insights Report”, January 2022, Online survey, Mexico, n=281 respondents in Mexico 18+ that are not part of any groups or communities related to games or are unsure if they are

    OP-ED

    Why fostering positive and inclusive game communities is vital to your game’s success

    Playing games is a fundamental part of being human. Whether you engage in monthly game nights with friends and family, or you spend hours each week logged into complex multiplayer worlds, you share a key thing in common with your fellow players: a sense of community. That places a greater responsibility on developers, platforms, and other members of the games ecosystem to encourage and enable positive interactions.

    Careen Yapp

    Strategic Partnerships,

    Stadia

    Jack Buser

    Director of Game Industry Solutions,

    Google Cloud

    YouTube Live

    With YouTube Live you can connect with new audiences, highlight an important moment, build a deeper connection with your fans, and 
much more.

    Google Cloud Vertex AI

    Improve the player experience by applying AI capabilities to areas like content moderation, chat translation, toxicity detection, and more.

    YouTube Analytics

    Learn about your video reach on YouTube, your audience engagement, who’s watching your channel, and more with YouTube Analytics.