Featured in this report: Regulation
The research focused on the gaming habits and purchasing behaviour of PlayStation users whose account was used to play Call of Duty between July 2021 and June 2022. DJS Research worked with the CMA to finalise the questionnaire, and the survey was hosted online between October and November 2022.
The CMA requested a non-identifiable customer list from Sony of PlayStation account holders where the account had been used to play Call of Duty between July 2021 and June 2022. The PlayStation account was also required to have been used to play Call of Duty for 10 hours or more, and/or they had spent at least $100 in the same time period.
A total of 40,000 emails were administered, inviting customers to complete an online survey, resulting in 1,397 completes. The survey aimed to gather information about the PlayStation consoles owned by respondents, their main gaming devices, usage patterns, and the factors influencing console purchases, such as game availability. Additionally, respondents were presented with hypothetical scenarios to encourage them to consider their potential reactions in specific situations.
Respondent data was analysed, and a report was prepared for the CMA as part of its investigation into the acquisition of Activision Blizzard Inc. by Microsoft.
