Opinion Pieces

Ipsos & Video Games Europe: In Game Spending

In this article, we dive into the statistics of children's in-game spending and highlight key implications for the world of web3 gaming.

Eliza Crichton-Stuart author picture}

Eliza Crichton-Stuart

Head of Operations

Ipsos & Video Games Europe: How children spend money in Games

Ipsos, a reputable market research company, recently carried out a comprehensive survey gathering responses from 2,808 plus parents and guardians across Europe. The research dives into the intriguing dynamics of children's in-game spending habits. In this article, we unpack the key findings from the survey and highlight implications for the world of web3 gaming.


The survey reveals that 76% of parents claim that their children refrain from making any in-game purchases, providing a glimpse into the vast landscape of non-paying players. In contrast, 18% of parents acknowledge that their children indeed splurge on in-game transactions, while 7% remain uncertain about their offspring's gaming shopping habits.

Ipsos & Video Games Europe: How children spend money in Games

Notably, the financial commitment of gamer parents has risen over time, with an average monthly expenditure of €39 on in-game purchases for their children in 2023. This figure reflects a €6 increase from the numbers recorded in 2020, a rise Ipsos attributes to the tide of inflation in the gaming industry. Within this dynamic landscape, a significant proportion of children, precisely 64%, allocate between €1 and €20 per month for in-game purchases. 


Intriguingly, the majority of purchases (34%) are geared towards enhancing gameplay, emphasizing the importance of in-game assets and power-ups in the web3 gaming world. Cosmetic purchases follow closely, revealing the enduring allure of personalized aesthetics in virtual worlds. Interestingly, this data demonstrates that loot boxes, a controversial subject in the gaming sphere, do not pique the interest of children as much as gameplay-enhancing items and cosmetics.


These findings are particularly relevant to the web3 gaming landscape, a realm that is continuously exploring novel avenues for player engagement and monetization. Here are some key insights into why these results are of importance to web3 gaming:

Economic Models: The increase in parental spending on in-game items signifies that web3 gaming platforms can better understand their target audience. By catering to the needs and preferences of young gamers, they can adapt their economic models to sustainably monetize their player base.

Game Design and Monetization Strategies: The results that gameplay-enhancing items are most sought after by children emphasize the need for web3 gaming developers to create engaging, competitive, and skill-based gameplay elements. This data supports the development of in-game assets and NFTs (non-fungible tokens) that can enhance a player's in-game experience.

Digital Ownership: The preference for cosmetics and customization hints at the appeal of digital ownership and personalization. This aligns with the core principles of web3 gaming, where players can truly own and customize their in-game assets, backed by blockchain technology.

Parental Involvement: The high percentage of parents monitoring their children's spending on games underscores the importance of transparency and safety features in web3 gaming. Web3 platforms can and should implement parental control options to gain trust and ensure responsible spending.


Final Thoughts

Ipsos' research on how children spend money in games is more than just statistics; it's a reflection of the evolving gaming landscape. Understanding the trends in in-game spending can assist in crafting innovative monetization strategies, involving NFTs, blockchain, and decentralized virtual economies. As the industry progresses into the future, these insights will undoubtedly shape the way we play, and pay.

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