Table of Contents
- Introduction and Abbreviations
- Introduction
- Date of last report
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Sales slow in transition to next-generation consoles
- Holiday period is critical
- Next-generation consoles arrive
- Product innovation
- Minorities, teens, and higher-income households drive market
- Big names dominate the market
- Adspend to increase in 2006
- Traditional retail distribution prevails; online distribution lurks for
software
- Consumers own multiple platforms and use them for multiple purposes
- Future is in the hands of next-generation consoles and games
- Two years of growth ahead
- Market Drivers
- New consoles drive sales
- Game sales slow when consumers wait for new consoles
- Internet subscription services expand product desirability
- New games expand gaming to non-core consumers
- Launch and holiday periods are critical
- Used games/rentals
- Figure 1: Top video game rentals for week ended 4/23/06
- Synergies between games, movies, and sports drive game sales
- Community-based media outlets promote interest in gaming
- In spite of increasing competition for leisure time, time spent gaming is
rising
- Figure 2: Hours per person per year using consumer media--U.S.,
1998-2008
- Demographic influences
- Household income
- Figure 3: Video game penetration and average amount spent on video
games, by household income, January-September 2005
- Figure 4: Distribution of households, by income, 1999 and 2005
- Age
- Figure 5: Video game penetration, by age, January-September 2005
- Figure 6: U.S. population, by age, 2000-10
- Figure 7: Total number of gamers in the U.S., by age, 2005 and 2010
- Race
- Figure 8: Video game penetration, by race/ethnicity, January-September
2005
- Figure 9: U.S. population, by race/ethnicity, 2000 and 2010
- Figure 10: Total number of gamers in the U.S., by race/ethnicity, 2005
and 2010
- Market Size and Trends
- Figure 11: Total U.S. retail sales of new video game consoles, games
and in-game advertising, at current and constant prices, 2002-05
- Figure 12: Graph: U.S. retail sales of new video game consoles, games
and in-game advertising, at current and constant prices*, 2002-05
- Market Segmentation
- Overview
- Figure 13: Video game consoles and games and in-game advertising
revenue, segmented by type, 2003 and 2005
- Figure 14: Video game consoles and games and in-game advertising
revenue, 2005
- Console games
- Figure 15: Sales of console game software, at current and constant
prices, 2002-05
- Figure 16: Top-selling console games, by units sold, 2005
- Console hardware
- Figure 17: Sales of console hardware, at current and constant prices,
2002-05
- In-game advertising
- Figure 18: Revenue from in-game advertising, at current and constant
prices, 2002-05
- Supply Structure
- Overview
- Console hardware
- Figure 19: Manufacturer unit sales of game consoles in the U.S., 2003
and 2005
- Figure 20: Graph: Share of console sales, 2003 and 2005
- Console game software
- Figure 21: U.S. market share of games, by publisher for
current-generation consoles--life-to-March 2005*
- Company profiles--console manufacturers
- Microsoft Corporation
- Nintendo of America
- Sony Computer Entertainment America, Inc.
- Company profiles--software developers and publishers
- Activision
- Electronic Arts
- LucasArts Entertainment Company
- Take-Two Interactive
- THQ, Inc.
- Advertising and Promotion
- Introduction
- Figure 22: Advertising expenditures for selected video game brands,
2003-05*
- Figure 23: Graph: Advertising expenditures for selected video game
brands, 2003 and 2005*
- Companies and brands
- Microsoft
- Figure 24: Television Spot "Jump Rope" for Xbox 360, 2005
- Figure 25: Television Spot "FunBox" for Xbox game titles, 2005
- Sony
- Nintendo
- Figure 26: Television Spot "Sonic Riders" for Nintendo GameCube, 200?
- Electronic Arts
- Take-Two
- Retail Distribution
- Introduction
- Figure 27: Retail channel preferences for console hardware and game
purchases, June 2006
- Figure 28: Retail outlet used for most recent console or game purchase,
June 2006
- Figure 29: Graph: Retail outlet used for most recent console or game
purchase, June 2006
- Retailer profiles
- Wal-Mart
- Best Buy
- GameStop
- Target
- eBay
- Amazon
- The Consumer
- Introduction
- Summary
- Adults
- Video console penetration
- Figure 30: Video game console ownership, by selected demographics,
January-September 2005
- Figure 31: Married couples cohorts
- Platform ownership trends and preferences
- Figure 32: Selected video game console ownership, 2002-05
- Figure 33: Types of video game consoles owned, by age,
January-September 2005
- Purchase plans for next-generation offerings
- Primary gamer
- Figure 34: Primary gamer, by gender, June 2006
- Genre of games preferred
- Figure 35: Game genre preferences, by age, January-September 2005
- Game purchases
- Figure 36: Number of games purchased per year, demographic profile,
January-September 2005
- Figure 37: Graph: Incidence of console ownership and software purchase
rate, by age, January-September 2005
- Figure 38: Number of games purchased in last year, by console platform,
June 2006
- Trusted sources for learning about new games
- Figure 39: Influencers of the buying decision, by age, June 2006
- Figure 40: Influencers of the buying decision, by relationship to the
gaming console, June 2006
- Figure 41: Influencers of the buying decision, by household income,
June 2006
- Uses and desires for game consoles
- Figure 42: Current and future uses of the video console, June 2006
- Gamer beliefs and behaviors
- Figure 43: Perceptions of product scope and diversity, by age, June 2006
- Figure 44: Buying behavior, by age, June 2006
- Figure 45: Attitudes toward games and consoles, by age, June 2006
- Figure 46: Attitudes and awareness of in-game advertising and related
marketing offerings, by age, June 2006
- Teens
- Video game usage
- Figure 47: Teen video game usage, by selected demographics,
January-September 2005
- Platform experience
- Figure 48: Platform experience and location of game play, June 2006
- Genre of games preferred
- Figure 49: Game genre preferences, by gender and age, January-September
2005
- Hours played
- Figure 50: Hours played by teens, by gender and age, January-September
2005
- Number of games purchased
- Figure 51: Number of games purchased in last year by teens, by selected
demographics, June 2006
- How game machines are/could be used
- Figure 52: Teen current and future uses of the video console, June 2006
- Teen opinions and behaviors
- Figure 53: Teen game beliefs and behaviors, by gender, June 2006
- Sources of game recommendations
- Figure 54: Sources of information about new games, by gender, June 2006
- Game perceptions
- Figure 55: Teen gaming perceptions, by gender, June 2006
- Interest in next-generation products
- Figure 56: Teen purchase intent for next-generation products, by
gender, June 2006
- Kids
- Figure 57: Genre preferences of kids, by gender, January-September 2005
- Race/ethnicity
- Video game ownership
- Figure 58: Video game console ownership, by race/ethnicity,
January-September 2005
- Figure 59: Types of video game consoles owned, by race/ethnicity,
January-September 2005
- Figure 60: Types of video game consoles owned, by race/ethnicity,
January-September 2005
- Genre of games preferred
- Figure 61: Game genre preferences, by race/ethnicity, January-September
2005
- Purchase frequency
- Sources for learning about new games
- Figure 62: Influencers of the buying decision, by race/ethnicity, June
2006
- How consoles are used
- Figure 63: Current and future uses of the video console, by
race/ethnicity, June 2006
- Gaming opinions
- Figure 64: Perceptions of product scope and diversity, by
race/ethnicity, June 2006
- Figure 65: Buying behavior, by race/ethnicity, June 2006
- Figure 66: Attitudes toward games and consoles, by race/ethnicity, June
2006
- Figure 67: Attitudes and awareness of in-game advertising and related
marketing offerings, by race/ethnicity, June 2006
- Hours played by teens and kids, by race/ethnicity
- Future and Forecast
- Future trends
- Industry strength depends on smoothness of transition
- Higher prices for consoles and games could constrain unit sales
- Figure 68: Next-generation console and games launch prices, 2006
- Here comes Microsoft
- Game consoles are not just for gaming anymore
- In-game advertising will reach the console
- Online gaming services become a greater part of console gaming
- Lower-priced, shorter-format games
- Market forecast
- Video game consoles, games, and in-game advertising
- Figure 69: Forecast of total U.S. sales of video game consoles, games,
and in-game advertising, at current and constant prices, 2005-07
- Figure 70: Forecast of total U.S. sales of video game consoles, games,
and in-game advertising, at current prices 2005-07
- Forecast factors
- Appendix: Trade Associations
- Appendix: Simmons Cohorts
- Figure 71: Married couples cohorts
- Figure 72: Single women cohorts
- Figure 73: Single men cohorts
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