消费者购买模式的变化导致 2020 年 "黑色星期五 "和 "网络星期一 "的数字游戏收入下降。游戏支出仍有望在 2020 年创下新高，但消费者对下一代游戏机的期待以及订阅服务的日益普及，削弱了周末假期作为主要收入驱动力的重要性。
周末个人电脑游戏支出同比增长 6%，但游戏机收入下降 13%，抵消有余。对 PlayStation 5 和 Xbox X 系列的需求未得到满足，这很可能抑制了数字游戏机游戏的消费。与过去相比，现在的游戏机过渡更加无缝，两个游戏机系列都允许玩家在旧设备上购买游戏，之后再升级到新一代版本。不过，一些玩家似乎在等待获得新的游戏机后再开始最近的大作。为了以最好的方式体验整个游戏，他们完全暂缓购买 PlayStation 4 和 Xbox One 版本。
导致用户数量下降的另一个因素是 Xbox Game Pass 等订阅服务的快速增长，其 2020 年 10 月的用户数量同比增长了 216%。这些类似于 Netflix 的服务以每月固定的价格提供大量游戏库，玩家没有动力去寻找黑色星期五的优惠来购买他们通过包月服务已经可以玩到的老游戏。
"尼尔森公司旗下的 SuperData 首席分析师卡特-罗杰斯（Carter Rogers）说："尽管黑色星期五至网络星期一的数字较低，但数字游戏消费在这个假日季增长显著。"即使是平日里可能会在实体零售商处购买实体游戏的人，也会选择方便安全的下载游戏。
As live-service games grow in popularity, players did seek out Black Friday and Cyber Monday in-game content deals for titles they have already invested significant time and money in. For example, Grand Theft Auto Online vehicles were on sale, limited-time item bundles were available in The Elder Scrolls Online 和 Apex Legends players received bonuses when purchasing loot boxes. Through the end of October 2020, global in-game content sales accounted for 89% of digital games revenue.
In-game item sales and upfront purchases of games grew much faster in the U.S. than the worldwide average in the months leading up to Black Friday. From January to October 2020, U.S. digital game spending was up 32% year-over-year compared to 13% worldwide. This was attributable to a combination of more widespread COVID-19 outbreaks in the U.S., which limited access to other types of leisure activities, and consumers being more accustomed to spending on digital games than in other markets.
From January to October 2020, U.S. digital game spending was up 32% year-over-year compared to 13% worldwide.
尼尔森公司旗下的 superdata
预计数字游戏将在节日期间保持良好的发展势头。2019 年圣诞节，北美数字游戏机店面的消费额是全年日均消费额的四倍，因为玩家在数字店面使用了他们作为礼物收到的游戏礼品卡。与 "黑色星期五 "周末不同，2020 年圣诞节当天的消费额很可能会上升，因为许多人将收到全数字游戏机作为礼物。
Past the holiday season, the gaming industry is poised to see pent-up demand for the major releases of next year. Titles such as Halo Infinite 和 Deathloop were delayed partially due to the impact of COVID-19 on production, and their arrival next year will help boost game spending even as COVID-19 is brought under control.
This article was previously posted on SuperData, a Nielsen company.
