Nearly the same share of lapsed Big Fish buyers still bought from rival game stores
Share of 204 established buyers with a tracked rival game-store purchase before and after stopping Big Fish purchases
Share of lapsed Big Fish buyer cohort
Source: YipitData U.S. e-receipt panel. Fixed cohort bought Big Fish in 2021–22, had no Big Fish purchase in 2024–25, and remained panel-active.
Chart data
| Series | Share of lapsed Big Fish buyer cohort |
|---|---|
| 2021–22 | 28.9% |
| 2024–25 | 27.0% |
Which rival game stores still reached lapsed Big Fish buyers?
Among the 204 lapsed buyers in 2024–25, 38 still bought through Steam, 34 through Nintendo, and 14 through Electronic Arts. Smaller tracked destinations included GameStop, Epic Games Store, GOG, and Blizzard.
How did buying change among the same 305 established accounts?
Active Big Fish buyers in the 305-account cohort fell from 228 in 2022 to 80 in 2025. Rival-store buyers were nearly flat at 70 in 2022 and 69 in 2025, showing that observed external game buying did not fall with Big Fish purchasing.
Assumptions & Methodologies
We analyzed our U.S. e-receipt panel for 305 established accounts that bought directly from Big Fish in 2021–22, were present before 2021, and remained active. Lapsed buyers made no Big Fish purchase in 2024–25. Tracked rivals were Steam, Nintendo, Electronic Arts, Epic Games Store, GOG, Blizzard, GameStop, Humble Bundle, WildTangent, GameHouse, and Riot. We counted buyers, not orders, to reduce free-game receipt distortion. Email-level identity can include another household member. The modest cohort excludes Big Fish titles bought through third-party stores; results describe direct-storefront behavior and do not establish substitution.