不愿购买全价游戏，玩家对打折的预期从何而来

Core Insights - Ubisoft is facing a decline in full-price game sales, with a reported 29% drop in product sales despite an 11% revenue increase in the UK, indicating a shift in consumer purchasing behavior [3][5] - Players are increasingly adopting a "wait for discounts" mentality, influenced by digital distribution platforms like Steam, which have changed the pricing and promotional landscape of the gaming industry [3][5][7] Group 1: Sales Trends - Ubisoft's internal discussions highlight a global trend of declining game sales, with consumers playing fewer games but spending more time on individual titles [3][5] - The gaming industry has shifted from a model where discounts were rare to one where frequent promotions are the norm, driven by digital platforms that allow developers to offer significant discounts [5][7] Group 2: Consumer Behavior - The rise of digital distribution has led to a new consumer expectation of discounts, with players conditioned to wait for sales rather than purchasing at full price [5][9] - The traditional model of gradual price reductions over time has become less common, with some AAA titles seeing significant discounts shortly after release due to oversupply in the market [11] Group 3: Market Dynamics - The gaming market is experiencing high supply and low growth post-pandemic, forcing developers to rely on discounts to maintain user engagement [11] - The number of games released on platforms like Steam is increasing dramatically, with over 18,000 titles expected in 2024, contributing to a saturated market [11]