Electronic Gaming in the Digital Home - A Multiclient Study

Table of Contents

Deliverables

• Executive Summary
• The Bottom Line (Slide Deck)
• Resource Book (Slide Deck)
• Banner Tabs
• Raw data (in SPSS)

Executive Summary

1.0 Overview of the Study

2.0 Key Recommendations

3.0 Key Findings

• 3.1 U.S. Internet Gamers: At a Glance
• 3.2 A New Approach For Identifying Key Gamer Groups
• 3.3 Gaming Platform Dynamics
  • 3.3.1 PC and Console Gaming
  • 3.3.2 Portable and Mobile Gaming
• 3.4 Trends in Online Gaming
• 3.5 Gamers as Early Adopters
• 3.6 Game Advertising
• 3.7 The Concept of Pervasive Gaming

The Bottom Line (Slide Deck)

• Notes on Methodology
• Market Sizing
• Methodology for Identifying Key Gamer Groups
• Platforms and Gaming Behavior
• Other General Gaming Behaviors
• Gaming Expenditure
• Expected Change in Gaming Expenditure
• Game Genres
• Trends in Online Gaming
• MMOG Gaming
• Pervasive Gaming
• Interest in STB Gaming and Other New Services
• Game Advertising
• Gaming PC
• Tapping into Portable and Mobile Gaming
• Ownership of Stationary Consoles
• Purchase Intention of Stationary Consoles
• Digital Habits

Resource Book (Slide Deck)

• Notes on Methodology
• Screening & Platforms
• Gaming Habits & Services
• Gaming Equipment
• Segmentation Questions
• Media Center PCs
• Demographics & Technographics

figures

Executive Summary

• U.S. Internet Gamers: At a Glance
• Ranking Different Gamer Groups: Motivation, Time, and Money
• Number and Percentage of Households with Gamers from Different Groups
• Retail Gaming Revenue by Gamer Groups
• Average Retail Expenditure per Gaming Hour among Different Gamer Groups
• Comparison of Gaming Time across Platforms
• Gaming Time Allocation by Platform: Male vs. Female (Q2/06)
• Gaming Expenditure by Platform: Percentage of Spenders and Mean Monthly Spending
• Average Gaming Hours: Top Five PC Genres vs. Console Genres
• Interest in Receiving Mobile Updates on MMOG by Gender
• Popular Online Multiplayer Games
• Online Gamers Expect to Grow Their Online Gaming Service Expenditure in the Next Two Years
• Addictiveness of MMOG and Online Casual Gaming
• Interest in In-Game Music Download Service: by Age and Gender
• Interest in Set-Top TV Gaming by Gamer Groups
• Interest in a Feature-Rich Web-Gaming Service by Gamer Groups
• Adoption of Digital Devices and Online Media among Gamer Groups
• Gaming Drives Adoption of New PC Peripherals
• Price Sensitivity to Gaming Services with Ads
• Perception of In-Game Advertising
• Discount Expected for Games with Ads: by Age and Gender
• Appeal of Games with Ads That Are Free, Discounted, or Offer Prizes: among Leisure Gamers
• Least Intrusive Approach of Ad Insertion: by Age and Gender
• Interest in Pervasive Gaming Very High among Core Gamers
• Interest in Pervasive Gaming High among Gamers Already Playing on Multiple Platforms

The Bottom Line (Slide Deck)

• Retail Market Revenue Estimate (Q2 2006)
• Estimates of Online Gaming Revenue
• Percentage of Various Gamer Groups
• Estimated Number of Households with Gamers from Different Segments
• How Do Different Gamer Groups Compare
• Retail Gaming Revenue by Gamer Groups
• Device Used for Gaming (Q2/06)
• Comparison of Gaming Time across Platforms
• Number of PC Gaming Sessions per Month: by Age and Gender (Q2/06)
• Number of Console Gaming Sessions per Month: by Age and Gender (Q2/06)
• Number of Gaming Sessions on Portable Players: by Age and Gender (Q2/06)
• Number of Gaming Sessions on a Mobile Phone: by Age and Gender (Q2/06)
• PC Gamers Spend More Time Playing Games: Percentile Analysis
• Gaming Time Allocation by Platform: Male vs. Female (Q2/06)
• Gaming Hour Allocation by Platform: by Age Groups (Q2/06)
• How Do Different Gamer Groups Allocate Gaming Time
• Average Total Gaming Hours by Gamer Groups
• Average Gaming Session Length by Platform
• Mean Percentage of Time Spent on New Games across Platforms
• Time Spent on New Release vs. Back-Catalog Games: among Console Gamers Who Play New Releases
• Number of Games Owned Personally (Q2/06)
• Average Number of Games Played Personally (Q2/06)
• Average Number Computer Games Played Personally: by Gender (Q2/06)
• Average Number of Console Games Played Personally: by Gender (Q2/06)
• Average Number of Portable Games Played Personally: by Gender (Q2/06)
• Gaming Outside of the Home: by Gender and Age (Q2/06)
• Gaming Expenditure by Platform: Percentage of Spender and Mean Monthly Spending
• PC Gamers Spend Least Money on Retail Game Purchases: Percentile Analysis
• PC Gaming Undermonetized Compared to Console Gaming among Gamers Who Spend More than 20 hours per Month Playing PC vs. Console Games
• PC Gaming Undermonetized Compared to Console Gaming among Gamers Who Spend More than 40 hours per Month Playing PC vs. Console Games
• Average Total Monthly Retail Game Expenditure by Gamer Groups
• How Do Different Gamer Groups Allocate Retail Gaming Budget
• Gaming Expenditure Allocation by Gender (Q2/06)
• Gaming Expenditure Allocation by Age (Q2/06)
• Gaming Expenditure Allocation by Number of Children at Home (Q2/06)
• Gaming Expenditure Allocation by MMOG and Online Console Gamers (Q2/06)
• Monthly Expenditure on Computer Games by Age and Gender (Q2/06)
• Monthly Expenditure on Console Games by Age and Gender (Q2/06)
• Monthly Expenditure on Portable Player Games (Q2/06)
• Expected Change in Expenditure: Console vs. PC Game (Q2/06)
• Expected Change in Expenditure: Console vs. Portable Game (Q2/06)
• Expected Change in Game Expenditure: Retail PC Games vs. Online Gaming Services (Q2/06)
• Expected Change in Expenditure: Retail PC Games vs. Downloads (Q2/06)
• Types of Games Played Personally (Q2/06)
• Top Three Genres Played by Demographics
• Types of Core Games Played Personally: Computer Only vs. Console/PC Gamers (Q2/06)
• Types of Casual Games Played Personally: Computer Only vs. Console/PC Gamers (Q2/06)
• Average Hours Spent on Core Computer Games
• Average Hours Spent on Casual Computer Games
• Average Hours Spent on Core Console Games
• Average Hours Spent on Casual Console Games
• Average Gaming Hours: Top Five PC Genres vs. Console Genres
• Top Game Genres Played on PC and Console among Gamer Groups
• Time Spent on Computer Gaming (Q2/06)
• Gaming Hour Allocation: Online vs. Offline
• Online Desktop Gaming by Age and Gender (Q2/06)
• Online Desktop Gaming Hours by Age and Gender
• Top Five Online Gaming Services: by Awareness and Usage
• Top Five Online Gaming Services: by Percentage of Paying Users (Q2/06)
• Top Five Online Gaming Services: by Conversion Rate (Q2/06)
• Service Affiliation among Subscribers to Premium Online Gaming Services
• Usage of Top Online Gaming Service Users by Gender (Q2/06)
• Online Gaming Service Users by Age (Q2/06)
• Popular Online Multiplayer Games (Q2/06)
• Popular Online Multiplayer Games: by Age and Gender (Q2/06)
• Estimated Number of Users and Paying Users to Different Online Gaming Services
• Online Game Spenders by Gender (Q2/06)
• Online Game Spenders by Age (Q2/06)
• Addictiveness of MMOG and Online Casual Gaming
• Online Gamers Expect to Grow Their Online Gaming Service Expenditure in the Next Two Years
• Adoption of MMOG Gaming among Different Age/Gender Groups
• Interest in MMOG Gaming: by Age and Gender
• Interest in Console MMOG Gaming by Gender
• Interest in Receiving Mobile Updates on MMOG by Gender
• Interest in Playing Mobile MMOG (3MOG) by Gender
• The Concept of Pervasive Gaming: Portability and Networkability
• Interest in Pervasive Gaming Very High among Core Gamers
• Interest in Buying a Game Once and Play on Multiple Devices among Gamers Playing on Multiple Devices
• Interest in Cross-Platform Multi-Player Gaming among Gamers Playing on Multiple Devices (Q2/06)
• Interest in Set-Top TV Gaming by Gamer Groups
• Interest in Set-Top TV Gaming: by Age and Gender
• Interest in TV STB Gaming at Various Price Points (Q2/06)
• Interest in a Feature-Rich Web-Gaming Service by Gamer Groups
• Interest in Web-Gaming Service with Rich Features: by Age and Gender
• Interest in In-Game Music Download Service: by Age and Gender
• Free-Ad-Supported Gaming Service:
• Appeal of Free Ad-Supported Gaming Service by Gender and Age (Q2/06)
• Price Sensitivity to Gaming Service with Ads
• Price Sensitivity towards Game Services with Ads: Male vs. Female
• Perceptions and Opinions about Game Advertising:
• Power Gamers Have Strong Opinions about Game Advertising
• Opinion about Seeing In-Game Ads If It Helps Enhance Game Play: by Gender and Age (Q2/06)
• Opinion about Seeing In-Game Ads If It Helps Reduce Cost: by Gender and Age (Q2/06)
• Opinion about Seeing In-Game Ads in Free Games: by Gender and Age (Q2/06)
• Opinion about Seeing In-Game Ads to Win Prizes: by Gender and Age (Q2/06)
• Perception of In-Game Ads Always Having Negative Impacts: by Gender and Age (Q2/06)
• Perception of In-Game Ads: Negative Impact (Q2/06)
• Perception of In-Game Ads Enhancing Game Play by Percentage of Time Spent on New vs. Old PC Games
• Perception of In-Game Ads Having Negative Impact by Percentage of Time Spent on New vs. Old PC Games
• Interest In Extra Features in a Game with In-Game Ads: Gender Difference
• Appeal of Games with Ads That Are Free, Discounted, or Offer Prizes among Core Gamers
• Desired Discount for Tolerating Game Advertising:
• Desired Discount for Games with In-Game Ads (Q2/06)
• Discount Expected for Games with Ads: by Age and Gender (Q2/06)
• Least intrusive Approach to Game Advertising:
• Perception of Different Types of Ad-Insertion (Q2/06)
• Least Intrusive Approach of Ad Insertion: by Age and Gender (Q2/06)
• Brand of a New Computer (Q2/06)
• Self-Built Computer (Q2/06)
• Gaming Drives Adoption of PC Peripherals
• 2005 Unit Sales of PSP and Nintendo DS (2005)
• Portable Game Player Ownership (Q2/06)
• Portable Gaming Device Owners by Age and Gender (Q2/06)
• Portable Game Player Ownership among Game Console Owners
• Gamers with Both Fixed and Portable Consoles Spend More Money on Software
• Correlation between Portable Console and Mobile Phone Gaming
• Percentage of Paying Mobile Game Downloaders among Different Gamer Groups
• Multiple Current-Generation Console Households
• Game Console Ownership (Q2/06)
• Adoption of Xbox 360 among Xbox Owners and Non-Owners
• Household Income: by Game Console Owners (Q2/06)
• Large Percentage of Singles among Xbox 360 Owners
• Brand New Game Console (Q2/06)
• Gender by Game Console Intenders (Q2/06)
• Household Income by Game Console Intenders (Q2/06)
• Purchase Intention for Game Console and Portable Game Player among Different Gamer Groups (Q2/06)
• Purchase Intention for Game Console and Portable Game Player: by Age and Gender (Q2/06)
• Preferred Next-Generation Game Console: by Age and Gender (Q2/06)
• Adoption of Digital Devices and Online Media among Gamer Groups

Resource Book (Slide Deck)

• Percentage of Qualified Gamers-Electronic Gaming (Q2/06)
• Gaming Platforms (Q2/06)
• Device Usage for Gaming (Q2/06)
• Number of Hours Spent on Gaming Device (Q2/06)
• Mean Hours Spent on Gaming Device (Q2/06)
• Reason for not Gaming (Q2/06)
• Likelihood of Becoming a Gamer (Q2/06)
• Role in Decision-Making (Q2/06)
• Gaming Location (Q2/06)
• Computer Gaming (Q2/06)
• Time Spent on Computer Gaming (Q2/06)
• Type of Games Played Personally (Q2/06)
• Time Spent on PC Games (Q2/06)
• Average Number of Hours Playing PC Games (Q2/06)
• Time Spent on Console Games (Q2/06)
• Average Number of Hours Playing Console Games (Q2/06)
• Number of Games Owned Personally (Q2/06)
• Average Number of Games Played Personally (Q2/06)
• Number of PC Games Played Personally (Q2/06)
• Number of Console Games Played Personally (Q2/06)
• Time Spent on Playing New vs. Old Games (Q2/06)
• Online Gaming Services (Q2/06)
• Using Online Gaming Services (Q2/06)
• Online Multiplayer Games (Q2/06)
• Monthly Expenditure on Online Games II (Q2/06)
• In-Gaming Trading Activities (Q2/06)
• Interest in New Game Services (Q2/06)
• Interest in New MMOG Game Services (Q2/06)
• Interest in Games Featuring In-Game Ads and Special Features (Q2/06)
• Interest in Subscribing to a Game Service Featuring In-Game Ads at Various Price Points (Q2/06)
• Perception of In-Game Advertising (Q2/06)
• Desired Discount for Games with In-Game Ads (Q2/06)
• Perception of Different Types of Ad-Insertion (Q2/06)
• Monthly Expenditure on Gaming (Q2/06)
• Change in Game Expenditure (Q2/06)
• Game Console Ownership (Q2/06)
• Portable Game Player Ownership (Q2/06)
• Purchase Intention (Q2/06)
• Brand of New Game Console (Q2/06)
• Brand of a New Computer (Q2/06)
• Interest in TV STB Gaming at Various Price Points (Q2/06)
• Self-Built Computer (Q2/06)
• Computer Brand (Q2/06)
• Computer Peripherals (Q2/06)
• Years Spent Gaming (Q2/06)
• Gamer Psychographics I (Q2/06)
• Gamer Psychographics II (Q2/06)
• Gamer Segments (Q2/06)
• Social Gaming Habits-Teenagers (Q2/06)
• Social Gaming Habits-Adults (Q2/06)
• Gaming with Child (Q2/06)
• Media Center PC (Q2/06)
• Ownership of Media Center PC (Q2/06)
• Purchase Intention for a Media Center PC (Q2/06)
• Reasons for Lack of Interest in MCPC (Q2/06)
• Media Center PC Scenarios (Q2/06)
• Media Center Remote Control (Q2/06)
• Location of Media Center PCs (Q2/06)
• Technology Connection (Q2/06)
• MCPC: Keyboard and Mouse Control (Q2/06)
• MCPC: Remote Control (Q2/06)
• Connect Game Console to Media Center PC (Q2/06)
• Media Center PC vs. Home Control (Q2/06)
• Technology Adoption (Q2/06)
• Computer Usage (Q2/06)
• Type of Internet Access (Q2/06)
• Home Network Ownership (Q2/06)
• Home Network Technologies (Q2/06)
• Age (Q2/06)
• Gender (Q2/06)
• Race (Q2/06)
• Adult in Household (Q2/06)
• Household Members Under 18 (Q2/06)
• Living Environment (Q2/06)
• Type of Residence (Q2/06)
• Home Ownership (Q2/06)
• Employment Status (Q2/06)
• Household Income (Q2/06)
• Marital Status (Q2/06)
• Education (Q2/06)