A study by Ampere Analytics has shown that 58 per cent of gamers still prefer single-player games over multiplayer, with the strongest preference found in Japan, the USA, and the UK.
The study, conducted with 34,428 players across 22 countries, found that single-player games were preferred in Japan (63%), the US (65%), the UK (58%), Germany (58%), and Thailand (62%).
Some countries, however, showed a stronger preference for multiplayer games. In China, only 47% of respondents preferred single-player games, while Sweden reported 49%. In China’s case, this is somewhat expected, as the market historically did not receive many Japanese and American home consoles or games that international markets did. Instead, MMOs and other multiplayer titles on PC and mobile have long dominated the region.
Ampere’s data also shows that older gamers tend to prefer single-player games. Only 49% of players aged 16–24 preferred single-player titles. This rises to 56% among players aged 25–34 and to 64% among those aged 55–64.
This trend isn’t surprising, as younger gamers tend to have more free time to spend playing online with friends. Older gamers, with jobs and other responsibilities, may not have the time or energy to hop online regularly—not to mention that, as an older gamer myself, getting your friends together online becomes much harder with age.
Regardless of demographics, the data is important because it reaffirms that single-player games remain a viable and successful market, even as live-service multiplayer titles are often touted as the future.
“The market favours multiplayer games for their ongoing engagement and monetisation,” says Ampere senior research manager Louise Wooldridge. “But cracking a finely balanced formula for single-player games can leverage this broad audience appeal. Although most gamers prefer this content to multiplayer experiences, the friendship circle still plays a significant role in game discovery and uptake.”
The past decade has seen recurring predictions of doom for single-player gaming. Back in 2010, before live-service titles became widespread, EA game chief Frank Gibeau infamously claimed that single-player games were “finished.”
While this was proven not to be true, it is no secret that major publishers have attempted to shift more players toward multiplayer and, particularly, live-service models. These games are easier to monetise through microtransactions without requiring entirely new assets, and the approach has proven wildly successful for titles such as Fortnite and League of Legends.
However, for every successful live-service game, there are many, many failures. Recent examples include the low sales of Warner Bros.’ Suicide Squad: Kill the Justice League and PlayStation’s Concord, which performed so poorly that it was cancelled just 11 days after launch.
Meanwhile, single-player games are consistently among the most critically acclaimed releases each year. All six nominees for The Game Awards’ Game of the Year are single-player titles. It’s safe to say that if you’re looking for great solo experiences, they’re not going anywhere.
Words by Alex Daud Briggs
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