Testimonials
“It is immensely valuable having a thorough, independent study to help validate my work and in particular, help facilitate buy-off from stakeholders. Baymard has quickly become one of my most trusted resources for the UX/UI field.”
Video Games
Video Game Store UX Research
Understand how people discover games, evaluate product information and complete purchases on gaming storefronts. Baymard’s research brings together guidelines, industry benchmarks and implementation examples to help teams support browsing, search and purchase decisions across the online video game shopping journey.
Help shoppers find and evaluate the right game
A game storefront needs to support discovery as well as a decision about a specific title. People must find relevant options, understand the product information and move through a purchase. Use industry research to connect those steps and make the store’s information easier to explore.
Key UX challenges for video games
Support discovery across the catalog
Help shoppers find relevant titles through useful search and navigation. Explore broader search research on query support, suggestions and the presentation of results.
Make game information easier to assess
Explore gaming storefront examples to see how product information, images and purchase details support the decision about a title before the shopper reaches checkout.
Make the purchase flow understandable
Keep forms and payment requirements clear as shoppers buy a game, using broader checkout research to understand the common obstacles in completing an online purchase.
Video game store research, in numbers
These totals describe the current research library for video game storefront websites.
340+
Video game store UX guidelines
2,500+
Industry UX performance scores
1,800+
Industry implementation examples
Video Games
The findings from Baymard's large-scale testing of "Video Games" sites provide you with 340+ UX guidelines, along with 2,500+ UX performance scores and 1,800+ implementation examples (incl. best practices) from video game sites.
The research includes video game websites such as:Xbox, EA, Epic Games, Ubisoft, Rockstar Games, Blizzard Entertainment, and GOG.
8 × Themes
Research into online game shopping
Baymard’s video game research examines the storefront experience: finding games, exploring product information and completing a purchase. The library includes navigation, search, filtering, product pages, checkout and account interactions, with examples from gaming websites such as Xbox, Electronic Arts, Epic Games, Ubisoft, Rockstar Games, Blizzard and GOG.
Usability findings inform the guidelines, while the 2025 benchmark covers seven video game websites and documents their implementations. The resulting scores and examples help teams understand how store design supports browsing and purchase decisions. Use the research to compare approaches to presenting a catalog, explaining individual titles and guiding shoppers through the transaction.
Explore video game storefront examples
Browse gaming storefront case studies to compare product discovery, product pages and purchasing. Use the examples as practical references for your team’s design discussions, and book a demo to see how the research connects those implementations with tested UX guidance.
How teams use Baymard’s research
Testimonials
Rejoiner
“I wanted to write you a note to tell you how much I’ve gotten out of the Usability Benchmark I bought this Summer. We often get asked to for help with checkout usability and I often refer people your way. Keep up the great work!”
Testimonials
“Baymard’s real-user research is invaluable for ecommerce marketers. It leaves no stone unturned, and with the guideline checklists provided, you’ll be well equipped to optimize your mobile presence.”
Looking for an expert review of your site?
A video game UX audit applies the research to your storefront through an expert review of discovery and purchase journeys.
See the video game research in action
Book a demo to explore guidance for game discovery, useful product information and the online purchase journey.