Online Microtransaction

Online Microtransaction Market Outlook

The global online microtransaction market is projected to reach approximately USD 100 billion by 2035, growing at a compound annual growth rate (CAGR) of 12% from 2025 to 2035. This growth can be attributed to the rapidly expanding gaming industry, the increasing adoption of digital payments, and the rising preference for free-to-play games that utilize microtransactions as a revenue model. Furthermore, the growing consumer acceptance of virtual goods and in-game purchases is significantly driving market expansion. With more players engaging in online gaming and the proliferation of mobile gaming platforms, the demand for microtransactions is expected to surge in the coming years. The ability for gamers to enhance their experiences through additional content and customization options further fuels this trend.

Growth Factor of the Market

Several key factors contribute to the burgeoning growth of the online microtransaction market. Firstly, the shift in consumer behavior towards digital gaming has opened up avenues for game developers to monetize their products beyond traditional upfront pricing models. Players are increasingly willing to invest in microtransactions to enhance their gaming experience, whether through virtual currencies, exclusive items, or downloadable content. Secondly, the proliferation of smartphones and tablets has made gaming more accessible, leading to an increase in the number of players and, consequently, potential microtransaction activities. Thirdly, the rise of competitive gaming and eSports has created a fertile ground for in-game purchases, where players are incentivized to buy upgrades and enhancements to remain competitive. Additionally, advancements in payment technologies, such as digital wallets and mobile payments, have simplified the purchasing process, encouraging more users to engage in microtransactions. Lastly, the integration of social features in games allows players to share their purchases and achievements, further promoting the microtransaction ecosystem.

Key Highlights of the Market

• The global online microtransaction market is expected to reach USD 100 billion by 2035.
• North America holds the largest market share, contributing significantly to total revenues.
• Mobile gaming platforms are leading the charge in microtransaction revenue growth.
• Virtual currency remains the most popular type of microtransaction among gamers.
• The ongoing digital transformation across various sectors is driving advancements in payment methods.

By Type

Virtual Currency :

Virtual currency is a prominent type of microtransaction that allows players to purchase in-game currency using real money to enhance their gameplay experience. This type of transaction is prevalent in many online games, particularly massively multiplayer online games (MMOs) and free-to-play titles. Virtual currencies enable players to buy a range of in-game items, upgrades, and enhancements, giving them a sense of progression and achievement. Gamers appreciate the flexibility of virtual currency as it can often be earned through gameplay but is more quickly accumulated through purchases. The demand for virtual currency has been steadily rising as game developers adopt this model to create ongoing revenue streams while offering players a means to customize their gaming experience.

In-Game Items :

In-game items represent another significant type of microtransaction, allowing players to purchase specific objects or equipment within a game. These items can vary from cosmetic enhancements, such as skins and outfits, to functional assets, including weapons and tools. The appeal of in-game items lies in their ability to enhance player engagement and satisfaction, as they provide immediate gratification and often contribute to the overall gaming experience. As the gaming landscape evolves, developers are increasingly implementing unique and limited edition in-game items that can generate excitement and urgency among players, driving further sales in this category. The market demand for in-game items continues to grow, particularly as more games adopt live service models that encourage ongoing purchases and engagement.

Downloadable Content :

Downloadable content (DLC) refers to additional content that players can purchase to enhance their games beyond the base offering. This type of microtransaction can include new storylines, characters, maps, and gameplay modes. DLC has become a significant revenue stream for game developers, allowing them to extend the life of a game while providing players with fresh content. The successful implementation of DLC can lead to increased player retention and satisfaction, as players are incentivized to revisit their favorite titles for new experiences. As the gaming industry increasingly emphasizes narrative depth and complex gameplay, the demand for DLC has risen, making it a crucial segment within the online microtransaction market.

Season Passes :

Season passes represent a subscription-like model where players pay a lump sum for access to a series of content releases over a specified period. This model has gained traction in the online microtransaction market as it allows players to receive continuous content updates while providing developers with upfront revenue. Season passes often include exclusive items, early access to new content, and other perks that encourage players to invest in them. The appeal of season passes lies in their potential for long-term engagement, as they foster a sense of community and anticipation around new content releases. This model has become particularly popular with live-service games, where ongoing player engagement is vital for success.

Loot Boxes :

Loot boxes are a controversial yet lucrative form of microtransaction that allows players to purchase randomized items or rewards within a game. The element of chance and surprise associated with loot boxes has proven to be highly engaging for players, often leading to repeated purchases. Despite their popularity, loot boxes have also faced scrutiny and criticism for promoting gambling-like behavior, especially among younger audiences. Regulatory bodies in various regions are increasingly scrutinizing loot boxes, which may affect their prevalence in the future. Nevertheless, the market for loot boxes remains strong, as many players continue to enjoy the thrill of the unknown and the potential for high-value rewards that they can receive through these transactions.

By Platform

PC :

The PC platform has long been a staple of the gaming industry, and it continues to play a significant role in the online microtransaction market. Many PC games offer a range of microtransaction options, from virtual currencies to in-game items and downloadable content. The vast library of games available on PC, coupled with the ability to easily access and manage microtransactions, makes it a favored platform among gamers. Additionally, the rise of digital distribution platforms like Steam and Epic Games Store has streamlined the purchasing process, enabling developers to offer frequent sales and discounts on microtransaction content. The PC gaming community often embraces microtransactions as a means to support developers, leading to sustained growth in this segment.

Console :

Console gaming remains a dominant force in the online microtransaction market, with players using platforms such as PlayStation, Xbox, and Nintendo Switch to engage with microtransaction options. Many popular console games implement microtransaction models, providing players with opportunities to purchase in-game content and enhancements. The integration of payment systems within consoles facilitates seamless transactions, ensuring that players can quickly make purchases without leaving the gaming experience. Furthermore, the competitive nature of console gaming, particularly in multiplayer titles, often incentivizes players to invest in microtransactions to maintain their edge. As game developers continue to innovate and create compelling content for consoles, the microtransaction market in this segment is expected to flourish.

Mobile :

Mobile gaming has emerged as a powerhouse in the online microtransaction market, driven by the accessibility of smartphones and the popularity of free-to-play games. The mobile platform caters to a diverse audience, including casual gamers who are more likely to engage in microtransactions. In-game purchases on mobile platforms often take the form of virtual currencies, character upgrades, and cosmetic items, all designed to enhance the overall gaming experience. The ease of making purchases through mobile payment solutions, such as digital wallets and carrier billing, further encourages players to participate in microtransactions. As the mobile gaming market continues to expand, the potential for growth in microtransactions remains substantial.

Others :

The "Others" category encompasses various gaming platforms and emerging technologies that contribute to the online microtransaction market. This may include gaming consoles that do not fall into the traditional categories or newer platforms such as virtual and augmented reality systems. These platforms are increasingly adopting microtransactions as a means of monetization, taking advantage of their unique capabilities and immersive experiences. As developers continue to experiment with new technologies and gaming formats, the potential for microtransactions to thrive across these diverse platforms will only increase. The adaptability of microtransaction models to various gaming ecosystems is a testament to their vital role in the overall gaming landscape.

By Payment Method

Credit/Debit Card :

Credit and debit cards remain one of the most popular payment methods for online microtransactions, providing players with a familiar and convenient option for making purchases. This payment method offers immediate access to funds, allowing gamers to purchase in-game items or virtual currencies quickly. Many gaming platforms have integrated credit and debit card payment systems directly into their interfaces, streamlining the purchasing process and enhancing user experience. Additionally, credit and debit cards often come with fraud protection features, which provide an added layer of security for players when making online transactions. The widespread acceptance of this payment method across various gaming platforms facilitates its continued prominence in the microtransaction market.

Digital Wallet :

Digital wallets have gained significant traction in the online microtransaction market, offering users a secure and efficient way to conduct transactions. These wallets, which include platforms like PayPal, Google Pay, and Apple Pay, allow players to store their payment information securely and make quick purchases without needing to enter card details repeatedly. Digital wallets enhance the user experience by providing an added layer of convenience, particularly for mobile gamers who prioritize speed and ease of use. As more players adopt digital wallets for online payments, their influence in the microtransaction space is expected to grow, offering greater flexibility and security in transactions.

Mobile Payment :

Mobile payment solutions have become increasingly popular in the online microtransaction market due to the rise of mobile gaming and the widespread use of smartphones. Mobile payment platforms, such as carrier billing and app-based payment solutions, allow gamers to make purchases directly from their devices without requiring a credit card or digital wallet. This method is particularly appealing to casual gamers who may prefer a more straightforward and faster purchasing process. As mobile payment technology continues to evolve and gain acceptance among consumers, the potential for microtransactions conducted through mobile payment methods is projected to increase significantly.

Prepaid Cards :

Prepaid cards provide a unique payment option for online microtransactions, allowing players to load a specific amount of money before making purchases. This method offers a sense of control over spending, as players can avoid overspending by limiting their transactions to the card balance. Prepaid cards are particularly appealing to younger gamers or those who may not have access to traditional banking services. Many gaming platforms and retailers offer prepaid cards specifically designed for in-game purchases, which further legitimizes this payment method. As the gaming community continues to embrace microtransactions, prepaid cards are likely to remain a relevant option for players seeking budget-friendly purchasing solutions.

Others :

The "Others" category includes various alternative payment methods for microtransactions that may not fit into the primary categories. This can encompass cryptocurrencies, cash vouchers, and emerging technologies that facilitate digital transactions. With the growing interest in blockchain technology and digital currencies, some gaming platforms are beginning to explore the integration of cryptocurrencies as a payment option for microtransactions. Additionally, cash vouchers and gift cards provide players with flexible payment solutions, allowing them to purchase in-game items without relying on traditional banking methods. As the gaming landscape evolves, the diversity of payment methods will continue to expand, catering to the preferences of a broad range of players.

By Game Genre

Action :

Action games have become a cornerstone of the online microtransaction market, with players frequently engaging in purchases to enhance their gaming experience. Microtransactions in action games often take the form of character skins, weapons, or power-ups that provide immediate benefits and customization options. The fast-paced nature of action games encourages players to invest in microtransactions to stay competitive and showcase their unique styles. As this genre continues to thrive, the demand for microtransactions is expected to remain strong, fueling ongoing revenue growth for developers and publishers alike.

Adventure :

Adventure games also represent a significant segment within the online microtransaction market, often offering players additional content and enhancements that enrich their gaming experiences. Microtransactions in adventure games may include downloadable content that expands the storyline, new characters, or special abilities that enhance gameplay. Players are often willing to invest in microtransactions to access new areas or challenges, fostering a sense of exploration and discovery. As the adventure game genre continues to evolve and attract audiences, the potential for microtransactions in this segment remains substantial.

Role-Playing :

Role-playing games (RPGs) have significantly integrated microtransactions as a means of enhancing gameplay and character progression. Players frequently engage in purchasing virtual currencies or in-game items that aid in leveling up their characters and unlocking new abilities. The immersive nature of RPGs encourages players to invest in microtransactions, allowing them to tailor their gaming experience and create unique character builds. The ongoing development of RPGs and the need for compelling content will likely sustain the growth of microtransactions in this genre, creating opportunities for developers to monetize their games effectively.

Sports :

Sports games have also embraced microtransactions as a viable revenue model, particularly through player packs, virtual currency, and team upgrades. Players often purchase microtransactions to enhance their teams, acquire star players, or access exclusive content. The competitive nature of sports gaming encourages players to invest in microtransactions to remain at the forefront, making the sports genre a lucrative segment within the online microtransaction market. With the continuous release of new seasons and updates, the demand for microtransactions in sports games is expected to persist, fostering ongoing growth in this area.

Others :

The "Others" category encompasses various game genres that contribute to the online microtransaction market, including simulation, strategy, and puzzle games. Each of these genres has its own unique approach to microtransactions, often incorporating virtual goods, enhancements, or downloadable content tailored to their specific gameplay mechanics. As developers continue to innovate and create diverse gaming experiences across various genres, the potential for microtransactions will remain robust. The adaptability of microtransaction models to cater to different gaming preferences ensures their ongoing relevance in the overall market.

By Region

In North America, the online microtransaction market is expected to dominate, accounting for over 35% of the global market share by 2035. The region's established gaming infrastructure, coupled with a high level of disposable income among consumers, enables significant spending on in-game purchases. Additionally, the popularity of free-to-play models among major game publishers has driven the adoption of microtransactions in this region. Recent statistics indicate a CAGR of 10% for North America during the forecast period, reflecting the robust growth potential as developers continue to innovate and deliver high-quality gaming experiences.

Europe is another key market for online microtransactions, anticipated to hold around 25% of the global market share by 2035. The region's diverse gaming audience, ranging from casual players to dedicated gamers, contributes to the increasing demand for microtransaction offerings. Additionally, the European market is experiencing a growing acceptance of digital payments, further facilitating the purchase of in-game content. As the gaming industry in Europe continues to thrive, microtransactions are expected to remain a vital revenue stream for developers, promoting sustained growth in this segment.

Opportunities

The online microtransaction market presents numerous opportunities for growth and innovation, primarily driven by technological advancements and shifts in consumer behavior. One of the most significant opportunities arises from the increasing prevalence of mobile gaming, which allows developers to reach a broader audience and cater to diverse player preferences. With more users engaging in mobile games, the demand for microtransactions is expected to rise, creating a fertile ground for developers to introduce new revenue models and engage players at various levels. Additionally, the integration of augmented reality (AR) and virtual reality (VR) technologies into gaming experiences presents an exciting opportunity for innovative microtransaction strategies that enhance user immersion and engagement. As these technologies mature, developers can leverage them to create unique in-game experiences that encourage players to invest in microtransactions.

Furthermore, the evolving landscape of payment technologies offers significant opportunities for the online microtransaction market. As players increasingly adopt digital wallets, mobile payment solutions, and cryptocurrencies, developers should explore diverse payment options to cater to various consumer preferences. This shift can enhance the purchasing process, ultimately driving increased participation in microtransactions. Additionally, establishing partnerships with payment providers can streamline transactions and improve user experience, fostering greater engagement and satisfaction. By capitalizing on these opportunities, game developers can effectively tap into the growing online microtransaction market and drive sustainable revenue growth.

Threats

Despite its growth potential, the online microtransaction market faces several threats that could impact its long-term prospects. One of the primary challenges is the increasing scrutiny from regulatory bodies regarding microtransactions, particularly concerning loot boxes and the potential for gambling-like behavior. As governments around the world move to implement stricter regulations, game developers may face challenges in adapting their monetization strategies, which could hinder revenue growth. Additionally, growing consumer awareness regarding the ethical implications of microtransactions may lead to backlash against certain practices, prompting developers to reconsider their approaches to monetization. This evolving landscape necessitates vigilance on the part of developers as they navigate potential regulatory hurdles and shifting consumer sentiments.

Another significant threat to the microtransaction market is the saturation of the gaming industry, where the abundance of titles and platforms can lead to market fragmentation. As more developers enter the space, competition for players' attention and spending may intensify, creating challenges for monetization efforts. In such an environment, retaining players and encouraging them to engage in microtransactions can become increasingly difficult. Developers must continually innovate and create compelling content to stand out in a crowded market, which can place additional strain on resources and budgets. Addressing these threats will be essential for the continued growth and sustainability of the online microtransaction market.

Competitor Outlook

• Electronic Arts
• Activision Blizzard
• Take-Two Interactive
• Ubisoft
• Epic Games
• Riot Games
• Valve Corporation
• Square Enix
• Bungie
• Bandai Namco Entertainment
• Tencent
• NetEase Games
• Zynga
• Supercell
• King Digital Entertainment

The competitive landscape of the online microtransaction market is characterized by the presence of major players and emerging studios, all vying for player engagement and spending. The market is dominated by established companies such as Electronic Arts, Activision Blizzard, and Take-Two Interactive, which have successfully integrated microtransactions into their popular franchises. These companies are leveraging their extensive experience and resources to create compelling gaming experiences that encourage player investment in microtransactions. Moreover, partnerships and collaborations between companies can lead to innovative monetization strategies, further intensifying competition within the microtransaction space. As the gaming industry continues to evolve, maintaining a competitive edge will require ongoing innovation and adaptability from market participants.

Major companies in the online microtransaction market are constantly exploring new avenues for growth and expanding their portfolios through acquisitions and partnerships. For instance, Epic Games has made significant strides by leveraging its popular titles, such as Fortnite, to drive microtransaction revenues through in-game purchases. The company has developed an extensive ecosystem that includes collaborations with popular franchises, creating unique in-game experiences that captivate players and stimulate spending. Similarly, Riot Games has built a strong community around its flagship title, League of Legends, utilizing microtransactions to enhance player engagement and retention. By offering diverse and appealing content, these companies continue to thrive in the competitive microtransaction landscape.

Furthermore, the rise of mobile gaming has prompted established companies like Tencent and NetEase Games to expand their offerings in this segment, capitalizing on the growing demand for mobile microtransactions. These companies are investing in new titles and partnerships to cater to the diverse preferences of mobile gamers, ensuring they maintain a strong presence in the market. Additionally, emerging studios are also entering the fray, introducing innovative gameplay mechanics and engaging monetization strategies that challenge established players. This dynamic landscape underscores the importance of adaptability and forward-thinking approaches to succeed in the ever-evolving online microtransaction market.

• 1 Appendix

  • 1.1 List of Tables
  • 1.2 List of Figures

• 2 Introduction

  • 2.1 Market Definition
  • 2.2 Scope of the Report
  • 2.3 Study Assumptions
  • 2.4 Base Currency & Forecast Periods

• 3 Market Dynamics

  • 3.1 Market Growth Factors
  • 3.2 Economic & Global Events
  • 3.3 Innovation Trends
  • 3.4 Supply Chain Analysis

• 4 Consumer Behavior

  • 4.1 Market Trends
  • 4.2 Pricing Analysis
  • 4.3 Buyer Insights

• 5 Key Player Profiles

  • 5.1 Zynga
    • 5.1.1 Business Overview
    • 5.1.2 Products & Services
    • 5.1.3 Financials
    • 5.1.4 Recent Developments
    • 5.1.5 SWOT Analysis
  • 5.2 Bungie
    • 5.2.1 Business Overview
    • 5.2.2 Products & Services
    • 5.2.3 Financials
    • 5.2.4 Recent Developments
    • 5.2.5 SWOT Analysis
  • 5.3 Tencent
    • 5.3.1 Business Overview
    • 5.3.2 Products & Services
    • 5.3.3 Financials
    • 5.3.4 Recent Developments
    • 5.3.5 SWOT Analysis
  • 5.4 Ubisoft
    • 5.4.1 Business Overview
    • 5.4.2 Products & Services
    • 5.4.3 Financials
    • 5.4.4 Recent Developments
    • 5.4.5 SWOT Analysis
  • 5.5 Supercell
    • 5.5.1 Business Overview
    • 5.5.2 Products & Services
    • 5.5.3 Financials
    • 5.5.4 Recent Developments
    • 5.5.5 SWOT Analysis
  • 5.6 Epic Games
    • 5.6.1 Business Overview
    • 5.6.2 Products & Services
    • 5.6.3 Financials
    • 5.6.4 Recent Developments
    • 5.6.5 SWOT Analysis
  • 5.7 Riot Games
    • 5.7.1 Business Overview
    • 5.7.2 Products & Services
    • 5.7.3 Financials
    • 5.7.4 Recent Developments
    • 5.7.5 SWOT Analysis
  • 5.8 Square Enix
    • 5.8.1 Business Overview
    • 5.8.2 Products & Services
    • 5.8.3 Financials
    • 5.8.4 Recent Developments
    • 5.8.5 SWOT Analysis
  • 5.9 NetEase Games
    • 5.9.1 Business Overview
    • 5.9.2 Products & Services
    • 5.9.3 Financials
    • 5.9.4 Recent Developments
    • 5.9.5 SWOT Analysis
  • 5.10 Electronic Arts
    • 5.10.1 Business Overview
    • 5.10.2 Products & Services
    • 5.10.3 Financials
    • 5.10.4 Recent Developments
    • 5.10.5 SWOT Analysis
  • 5.11 Valve Corporation
    • 5.11.1 Business Overview
    • 5.11.2 Products & Services
    • 5.11.3 Financials
    • 5.11.4 Recent Developments
    • 5.11.5 SWOT Analysis
  • 5.12 Activision Blizzard
    • 5.12.1 Business Overview
    • 5.12.2 Products & Services
    • 5.12.3 Financials
    • 5.12.4 Recent Developments
    • 5.12.5 SWOT Analysis
  • 5.13 Take-Two Interactive
    • 5.13.1 Business Overview
    • 5.13.2 Products & Services
    • 5.13.3 Financials
    • 5.13.4 Recent Developments
    • 5.13.5 SWOT Analysis
  • 5.14 Bandai Namco Entertainment
    • 5.14.1 Business Overview
    • 5.14.2 Products & Services
    • 5.14.3 Financials
    • 5.14.4 Recent Developments
    • 5.14.5 SWOT Analysis
  • 5.15 King Digital Entertainment
    • 5.15.1 Business Overview
    • 5.15.2 Products & Services
    • 5.15.3 Financials
    • 5.15.4 Recent Developments
    • 5.15.5 SWOT Analysis

• 6 Market Segmentation

  • 6.1 Online Microtransaction Market, By Type
    • 6.1.1 Virtual Currency
    • 6.1.2 In-Game Items
    • 6.1.3 Downloadable Content
    • 6.1.4 Season Passes
    • 6.1.5 Loot Boxes
  • 6.2 Online Microtransaction Market, By Platform
    • 6.2.1 PC
    • 6.2.2 Console
    • 6.2.3 Mobile
    • 6.2.4 Others
  • 6.3 Online Microtransaction Market, By Game Genre
    • 6.3.1 Action
    • 6.3.2 Adventure
    • 6.3.3 Role-Playing
    • 6.3.4 Sports
    • 6.3.5 Others
  • 6.4 Online Microtransaction Market, By Payment Method
    • 6.4.1 Credit/Debit Card
    • 6.4.2 Digital Wallet
    • 6.4.3 Mobile Payment
    • 6.4.4 Prepaid Cards
    • 6.4.5 Others

• 7 Competitive Analysis

  • 7.1 Key Player Comparison
  • 7.2 Market Share Analysis
  • 7.3 Investment Trends
  • 7.4 SWOT Analysis

• 8 Research Methodology

  • 8.1 Analysis Design
  • 8.2 Research Phases
  • 8.3 Study Timeline

• 9 Future Market Outlook

  • 9.1 Growth Forecast
  • 9.2 Market Evolution

• 10 Geographical Overview

  • 10.1 Europe - Market Analysis
    • 10.1.1 By Country
      • 10.1.1.1 UK
      • 10.1.1.2 France
      • 10.1.1.3 Germany
      • 10.1.1.4 Spain
      • 10.1.1.5 Italy
  • 10.2 Asia Pacific - Market Analysis
    • 10.2.1 By Country
      • 10.2.1.1 India
      • 10.2.1.2 China
      • 10.2.1.3 Japan
      • 10.2.1.4 South Korea
  • 10.3 Latin America - Market Analysis
    • 10.3.1 By Country
      • 10.3.1.1 Brazil
      • 10.3.1.2 Argentina
      • 10.3.1.3 Mexico
  • 10.4 North America - Market Analysis
    • 10.4.1 By Country
      • 10.4.1.1 USA
      • 10.4.1.2 Canada
  • 10.5 Middle East & Africa - Market Analysis
    • 10.5.1 By Country
      • 10.5.1.1 Middle East
      • 10.5.1.2 Africa
  • 10.6 Online Microtransaction Market by Region

• 11 Global Economic Factors

  • 11.1 Inflation Impact
  • 11.2 Trade Policies

• 12 Technology & Innovation

  • 12.1 Emerging Technologies
  • 12.2 AI & Digital Trends
  • 12.3 Patent Research

• 13 Investment & Market Growth

  • 13.1 Funding Trends
  • 13.2 Future Market Projections

• 14 Market Overview & Key Insights

  • 14.1 Executive Summary
  • 14.2 Key Trends
  • 14.3 Market Challenges
  • 14.4 Regulatory Landscape

Segments Analyzed in the Report

The global Online Microtransaction market is categorized based on

By Type

• Virtual Currency
• In-Game Items
• Downloadable Content
• Season Passes
• Loot Boxes

By Platform

• PC
• Console
• Mobile
• Others

By Payment Method

• Credit/Debit Card
• Digital Wallet
• Mobile Payment
• Prepaid Cards
• Others

By Game Genre

• Action
• Adventure
• Role-Playing
• Sports
• Others

By Region

• North America
• Europe
• Asia Pacific
• Latin America
• Middle East & Africa

Key Players

• Electronic Arts
• Activision Blizzard
• Take-Two Interactive
• Ubisoft
• Epic Games
• Riot Games
• Valve Corporation
• Square Enix
• Bungie
• Bandai Namco Entertainment
• Tencent
• NetEase Games
• Zynga
• Supercell
• King Digital Entertainment