Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Key themes and findings
- Video game sales are hot despite troubles in PC gaming
- Industry is highly competitive, innovation driven
- Wal-Mart, Game Stop are the preferred retailers
- A handful of companies dominate video game sales
- PR, and community based marketing and promotion
- Highlights from the consumer research
- Market Size and Forecast
- Key points
- Console games are expensive, inspiring new business models
- U.S. sales
- Figure 6: Total U.S. sales and forecast of video games at current
prices, 2002-12
- Figure 7: Total U.S. sales and forecast of video games, at inflation
adjusted prices, 2002-12
- Competitive Context
- Game software revenue surpasses music and movies and is growing faster
- Figure 8: U.S. sales of video games, music & movies, 2005 and 2007
- Competition from gaming and non-gaming leisure pursuits
- Figure 9: Favorite leisure activities, by gender, March 2007
- Figure 10: Favorite leisure activities of male adults and teens, March
2007
- Figure 11: Favorite leisure activities of female adults and teens, March
2007
- Competition for share of spending
- Figure 12: Products teens spend allowance on, by gender, 2005 and 2007
- Free PC gaming
- Figure 13: Gaming platforms used, and types of game played, by age, May
2008
- Segment Performance
- Key points
- Game segments complementary, yet new consoles steal focus
- Online and wireless options broader and more prevalent
- Free gaming business models help curtail PC gaming growth
- Segment growth and change in share 2005-07
- Video games sales, by segment
- Figure 14: U.S. sales and forecast sales of video games, at current
prices, by segment, 2002-12
- Figure 15: U.S. sales of video games, share and growth by segment, 2006
and 2008
- Segment Performance--Console Games
- Key points
- Console game sales are cyclical and hit driven
- Handheld games sales are strong
- Console game sales
- Figure 16: U.S. sales and forecast sales of console and handheld games,
2002-12
- Figure 17: U.S. unit sales of console and handheld games, share and
growth by segment, 2005 and 2007
- Segment Performance--PC Games
- Key points
- PC gamers have alternatives to packaged software
- PC game sales
- Figure 18: U.S. sales and forecast sales of PC games, 2002-12
- Segment Performance--Online Games
- Key points
- Online capabilities
- Figure 19: Internet service, and presence of a personal computer, 2003-07
- Many different business models
- A star is born
- Online game sales
- Figure 20: U.S. sales and forecast sales of online games, 2002-12
- Segment Performance--Mobile Phone Games
- Key points
- Growth is substantial, but barriers loom
- One in four teens and one in six adults plays mobile games
- Wireless game sales and subscribers
- Figure 21: U.S. sales and forecast sales of wireless games, 2002-12
- Figure 22: U.S. wireless game subscribers, 2002-12
- Retail Channels
- Key points
- Video game buyers shop in person
- Potential of downloadable games has not yet been reached
- Online downloading for casual games more established
- Figure 23: Purchase methods for buying video games, May 2008
- Market Drivers
- New consoles drive sales
- Figure 24: U.S. sales of video game consoles and software (excluding
handhelds), 2005-07
- Franchises keep delivering
- Figure 25: Selected worldwide best selling console games, by franchise
and generation
- Holiday sales
- Figure 26: U.S. console (including handheld) software sales in 2007, by
month
- WOM central to sales
- Figure 27: Information sources for games, by gender, May 2008
- Figure 28: Social gaming, by gender, May 2008
- Used games/rentals
- Community-based outlets promote interest
- Figure 29: Attitudes to game marketing, by gender, May 2008
- Figure 30: Impact of marketing/branding and association with game
tournaments, May 2008
- Figure 31: Impact of marketing/branding and association with game
tournaments, by presence of children, May 2008
- Free gaming as a driver for future sales
- Figure 32: Gaming platforms used, and types of game played, by age, May
2008
- Battle of the bulge and fitness
- Leading Companies
- Overview
- Online gaming
- Console gaming--exclusive platform vs. cross-platform
- A few companies account for the majority of revenues/unit sales
- Mergers
- Unit sales by company for console and handheld games
- Figure 33: Sales of console games (including handheld games) by
publisher, 2006 and 2007
- Figure 34: Leading U.S. console titles for Wii, XBox 360 and PS3 by
publisher/title (totals), to date, June 2008
- Handheld games
- Figure 35: Leading (selected) U.S. handheld titles for DS, PSP and GBA,
by publisher/title (totals), to date, June 2008
- PC games
- Online gaming
- Leading MMOGs
- Figure 36: Leading MMOGs Worldwide, by number of subscribers and by
publisher/title, 2007/08
- Casual games
- Wireless games
- Figure 37: Verizon Wireless top mobile games introduced in 2007
- Brand Qualities
- Nintendo
- Electronic Arts (EA)
- Activision
- Microsoft
- Blizzard Entertainment
- Innovation and Innovators
- Nintendo
- Electronic Arts
- Activision/Guitar Hero III
- Sony/Konami
- Jagex/Runescape
- Casual games sector
- Advertising and Promotion
- Overview
- Advertising themes
- Ads with game clips predominate
- Figure 38: Lego Indiana Jones: The Original Adventures television ad,
2008
- Figure 39: Final Fantasy VII: Crisis Core television ad, 2008
- Figure 40: The Sims 2 Expansion Pack television ad, 2008
- Some ads are akin to movie trailers
- Figure 41: Grand Theft Auto 4 television ad, 2008
- Figure 42: Metal Gear Solid 4 television ad, 2008
- Figure 43: Call of Duty 4 television ad, 2008
- Humor and dramatizations help convey the gaming experience
- Figure 44: Battlefield: Bad Company television ad, 2008
- Figure 45: World of warcraft television ad, 2007
- Figure 46: Madden NFL ' 08 television ad, 2007
- Figure 47: Guitar hero television ad, 2008
- Wii promotes its controller
- Figure 48: Big brain academy Wii degree television ad, 2007
- Figure 49: Harry Potter & the Order of the Phoenix Wii television ad,
2007
- Figure 50: MarioKart Wii television ad, 2008
- Figure 51: Nintendo Brain age 2 television ad, 2007
- Usage
- Four in ten adults play, only two in ten buy
- Playing
- Figure 52: Adults and teens who own or play video games, key
demographics, January-November 2007
- Nearly all teen boys play video games
- Figure 53: Teens who play video games, key demographics, May 2006-June
2007
- Buying
- Figure 54: Incidence of adults purchasing video games, by age,
January-November 2007
- Figure 55: Incidence of adults purchasing video games, by presence of
children, January-November 2007
- Buying for others
- Kids drive sales
- Women' s gaming nights
- Figure 56: Last video game purchase bought for whom, by gender,
January-November 2007
- 18-24s most likely to buy for themselves
- Figure 57: Last video game purchase bought for whom, by age,
January-November 2007
- Incidence of buying for children holds, even for households without
children
- Figure 58: Last video game purchase bought for whom, by presence of
children, January-November 2007
- Genre Preferences
- Genre preference vary dramatically by gender and age
- Figure 59: Type of games played, by gender, January-November 2007
- Figure 60: Type of games played, by age, January-November 2007
- Teen girls keen on arcade/classic, racing, strategy, and puzzle games
- Figure 61: Type of games played by teens, by gender and age, May
2006-June 2007
- Volume and Value of Purchasing
- Adults buy twice as many games as they rent
- Figure 62: Number of games per capita bought or rented, adults by
gender, January-November 2007
- Grandpa and me gaming nights
- Figure 63: Number of games per capita bought or rented, teens and adults
by age, January-November 2007
- Boys 12-14 buy and rent more than any other age group,
- Figure 64: Number of games per capita bought or rented, teens by gender
and age, May 2006-June 2007
- Spending on video games
- One in five adults bought a game in the past 12 months
- Figure 65: Per capita spending on video games, by gender,
January-November 2007
- 25-44s spend the most
- Figure 66: Per capita spending on video games, by age, January-November
2007
- Usage Among Children
- Boys are a committed customer group; girls may be underserved
- Figure 67: Video games in relation to other entertainment, children by
age and gender, January-November 2007
- Boy and girl players play online games at about equal frequency
- Figure 68: Frequency of online gaming by kids, by age and gender,
January-November 2007
- Boys spend their allowance on games
- Figure 69: Choices for allowance spending by kids, by age and gender,
January-November 2007
- Teens and Video Games
- Teen boys buy/receive twice as many games as teen girls
- Figure 70: Average number of games bought and received by teens, by
gender, April 2008
- Teen boys spend 12 hours per week gaming
- Figure 71: Average hours spent playing video games per week, teens by
gender, April 2008
- Teen platforms played
- Figure 72: Game platforms owned or played by teens, by gender, May
2006-June 2007
- Interests differ by gender
- Figure 73: Gaming platforms used, and types of game played, teens by
gender, April 2008
- Marketing to Teens
- Teen boys give WOM a voice
- Figure 74: Teen attitudes toward new games and info sources about new
games, by gender, April 2008
- Figure 75: Teen attitudes toward new games and info sources about new
games, by age, April 2008
- Teens keen on variety
- Figure 76: Teen attitudes to games, by gender, April 2008
- Attitudes Among Adults
- Half of men the primary gamer in the household
- Figure 77: Adults' attitudes toward video games, by gender, May 2008
- Fun for the whole family
- Figure 78: Parenting and gaming, by gender, May 2008
- Encouraging Non-gamers to join the Fun
- Figure 79: What would motivate non-players to play video games, by age,
May 2008
- Figure 80: What would motivate non-players to play video games, by
household income, May 2008
- Interest in ' Exergaming'
- Figure 81: Interest in ' exergaming' , by gender, May 2008
- Race and Ethnicity
- Key points
- Usage
- Figure 82: Participation in video gaming, by race/ethnicity,
January-November 2007
- Figure 83: Gaming platforms used, and types of game played, by
race/ethnicity, May 2008
- Figure 84: Game related activities, by race/ethnicity, May 2008
- Figure 85: Game platforms owned or played, by race/ethnicity,
January-November 2007
- Genre preference
- Figure 86: Type of games played, by gender, January-November 2007
- Buying and renting games
- Figure 87: Number of games bought or rented per capita, by
race/ethnicity, January-November 2007
- Spending
- Figure 88: Spending on video games, by race/ethnicity, January-November
2007
- Kids
- Figure 89: Frequency of online gaming by kids, by race/ethnicity,
January-November 2007
- Figure 90: Choices for allowance spending by kids, by race/ethnicity,
January-November 2007
- Information sources
- Figure 91: Information sources for games, by race/ethnicity, May 2008
- Attitudes and motivations
- Figure 92: Attitudes to new games, by race/ethnicity, May 2008
- Converting the non-gamer
- Figure 93: What would motivate non-players to play video games, by
race/ethnicity, May 2008
- Interest in ' exergaming'
- Figure 94: Interest in ' exergaming' , by race/ethncity, May 2008
- Appendix: Type of Games Played
- Figure 115: Gaming platforms used, and types of game played, by gender,
May 2008
- Figure 116: Gaming platforms used, and types of game played, by
household income, May 2008
- Figure 117: Gaming platforms used, and types of game played, by presence
of children, May 2008
- Interest in ' exergaming'
- Figure 118: Interest in ' exergaming' by household income, May 2008
- Figure 119: Interest in ' exergaming' by presence of children, May 2008
- Appendix: When Games are Purchased
- Key points
- Figure 120: When do you buy a new game, January-November 2007
- Figure 121: When do you buy a new game, adults and teens by age,
January-November 2007
- When teens purchase games
- Figure 122: When do you buy a new game, by teen age and gender, May
2006-June 2007
- Buy/acquire/rent
- Figure 123: Gaming bought/acquired/rented by platform, May 2008
- Appendix: Additional Teen Consumer Tables
- Usage
- Figure 124: Game platforms owned or played by teens, by age & gender,
May 2006-June 2007
- Teens--Hours spent playing video games by platform
- Figure 125: Hours spent playing video games by teens, by type and
gender, May 2006-June 2007
- Figure 126: Hours spent playing video games by type, by age and gender,
May 2006-June 2007
- Games played online
- Figure 127: Usage of video games played on the internet by teens, by age
and gender, May 2006-June 2007
- Teen leisure activities
- Figure 128: Leisure activities of teens, by age and gender,
January-November 2007
- Teen attitudes and information sources for new games
- Figure 129: Attitudes and information sources for new games, by age,
April 2008
- Appendix: Genre Preferences Among Adults
- Genre preferences--adults
- Figure 130: Type of games played, by gender, January-November 2007
- Figure 131: Type of games played, by gender, January-November 2007
- Appendix: Timing for Buying a New Video Game
- Figure 132: When do you buy a new game, by household income,
January-November 2007
- Figure 133: When do you buy a new game, by presence of children,
January-November 2007
- Appendix: Average Spend of Households with Children
- Figure 134: Spending on video games, by presence of children,
January-November 2007
- Appendix: Video Games Compared to Other Forms of Entertainment for Kids,
by Race/Ethnicity
- Figure 135: Kids attitudes to video games, and in relation to other
entertainment, by race/ethnicity, January-November 2007
- Appendix: Adult Incidence and Frequency of Usage by Platform
- Figure 136: Average times game played by adults, by platform and gender,
January-November 2007
- Usage of video games by platform
- Figure 137: Own or play, by platform by gender, January-November 2007
- Figure 138: Own or play, by platform, by age, January-November 2007
- Figure 139: Own or play, by platfom, by race/ethnicity, January-November
2007
- Figure 140: Own or play, by platform, by household income,
January-November 2007
- Figure 141: Own or play, by platform, by presence of children,
January-November 2007
- Appendix: Future Video Gaming Interests
- Figure 142: Future gaming interest, by race/ethnicity, May 2008
- Figure 143: Future gaming interest, by household income, May 2008
- Appendix: Personal Consumption versus Buying for Others
- Figure 144: Games bought/acquired/rented/gifts, by gender, May 2008
- Figure 145: Games bought/acquired/rented/gifts, by age, May 2008
- Figure 146: Games bought/acquired/rented/gifts, by household income, May
2008
- Figure 147: Games bought/acquired/rented/gifts, by presence of children,
May 2008
- Figure 148: Games bought/acquired/rented/gifts, by race/ethnicity, May
2008
- Appendix: Sources of Information by Presence of Children
- Figure 149: Information sources for games, by presence of children, May
2008
- Appendix: Time of Purchase, by Race/Ethnicity
- Figure 150: When do you buy a new game, by race/ethnicity,
January-November 2007
- Appendix: Trade Associations
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