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A view from the marketplace Games now and going forwards

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GameVision/SomeRese
GameVision: Surveys more than 50,000 Europeans a year every year. Been going for 6 years. We are subscribed to by Sony, Nintendo, Microsoft, EA, Ubisoft, Activision/Blizzard, THQ, Disney, Warner Brothers, Sega, Some Research: Games-based market research company. Completed over 250 games based research projects. Been going for 8 years. Definition: We usually talk about “active gamers” i.e. gamers who have bought a game or a platform, or had it bought for
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The Market Now

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Whole Market – UK

All breathers who are six or older = 55.3m Active Gamers 16.7m DS 5.8m GB 0.9m XB360 2.3m PSP 2m Wii 6.1m

Non buying gamer s 3.8m

Lapse d 5.6m

PS3 2m

PS2
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PC 3.9m
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Active gamers by age group - UK

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Active gamers as part of total population - UK

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Gamer Commitment
Number of games bought in the last 3 months

Hardcore 19%
Up to ½ an hour per day

0 or 1 games

2 games

3 or more games

Up to one hour per day

Dabblers 22%

Average hours spent playing games

Dabblers (22%)

One hour per day or more

Marginals 26%

Loyalists (18%)

Dabblers

Loyalists 18%

Magpies 15%

Marginals (26%)

Magpies (15%)

Hardcore (19%)

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Gamer commitment over time Trends in Gamer Commitment
70,000 60,000 50,000 40,000 30,000 20,000 10,000 Spring 2003 Spring 2004 Spring 2005 Spring 2006 Spring 2007 Autumn 2007 Spring 2008 Autumn 2008
4,842 7,038 9,789 5,195 11,460 7,936 7,067 6,293 9,149 10,677 8,461 11,508 9,502 24,438 10,963 13,914 12,635 10,490 8,630 11,766 5,749 7,936 6,981 9,445 8,719 16,550 5,463 16,904 9,168 8,366 14,058 19,010 21,330 13,110

14,520

9,751

11,140

8,790

11,800

14,170

Hardcore

Loyalists

Magpies

Dabblers

Marginals

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Hours of gaming per week - UK
50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Under 1 hour 1-4 hours 5-9 hours 10-14 hours 15-19 hours 20-24 hours 25 hoursor more Male Female

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Type of play by sex
80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Males 10-14 Males 15-19 Play alone offline Males 20-24 Males 25-29 Males 30-35 Males 35-39 Males 40-45 All Active Males

Male
Play with friends offline Play alone online Play with or against other people online

80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Fem ales 10-14 Females 15-19 Playalone offline Females 20-24 Fem ales 25-29 Females 30-35 Females 35-39 Fem ales 40-45 All Active Females

Femal e
Playwith friends offline Playalone online Play with or against other people online

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Recent Trends– Active Gamers
The game-buying public has changed massively recently. It’s now… More Casual More Female Older

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The games they play most – by sex UK
Males Females
Game Wii Sports Grand Theft Auto FIFA Pro Evolution Soccer Wii Play Mario Kart Call of Duty Need for Speed Halo Super Mario Bros Mario and Sonic at the Olympics Lego Star Wars Guitar Hero Gran Turismo Gears of War Lara Croft - Tomb Raider Tiger Woods PGA Tour Sonic Dr Kawashima's Brain Training Wii Fit % Played Play in last 6 Ranking months % Aware 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 50.8% 41.7% 38.2% 35.9% 34.1% 31.8% 31.1% 28.9% 27.9% 27.4% 24.4% 24.3% 23.9% 23.8% 23.4% 23.1% 23.0% 22.9% 22.6% 22.3% 87.1% 89.9% 86.7% 85.4% 77.4% 83.0% 76.9% 86.5% 84.1% 93.5% 80.7% 80.4% 84.7% 88.1% 71.0% 91.8% 85.2% 86.0% 69.5% 86.1% Game Wii Sports Dr Kawashima's Brain Training The Sims Wii Play Wii Fit Tetris Super Mario Bros Sonic Cooking Mama Mario Kart Big Brain Academy Nintendogs Buzz Grand Theft Auto Lara Croft - Tomb Raider Singstar Sim City Mario Party Crash Bandicoot Guitar Hero % Played Play in last 6 Ranking months % Aware 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 54.6% 46.1% 39.7% 39.6% 34.8% 32.5% 30.1% 29.5% 28.5% 27.5% 26.7% 26.5% 25.5% 23.4% 23.4% 22.9% 22.1% 21.7% 21.6% 21.5% 85.3% 81.1% 97.3% 78.1% 89.7% 86.9% 89.5% 89.0% 67.3% 80.2% 76.2% 79.0% 51.9% 86.6% 89.4% 70.1% 90.0% 65.8% 75.4% 91.0%

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Top 20: Males
Game

Games they enjoy the most by sex - UK
Top 20: Females
Game Wii Fit Rock Band 42 All Time Classics Resident Evil Buzz! Wii Sports Scrabble Mario Kart SingStar Tetris Crash Bandicoot Burnout The Sims Jak & Daxter Lara Croft - Tomb Raider Wii Play Zelda EyeToy Nintendogs Cooking Mama Enjoyment ranking 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Mean % Excellent score (9 or 10) 8.8 8.3 8.2 8.2 8.1 8.1 8.0 7.8 7.8 7.8 7.8 7.7 7.7 7.7 7.6 7.6 7.6 7.6 7.6 7.6 60.4% 66.6% 32.2% 50.4% 31.8% 37.1% 36.4% 41.9% 25.1% 55.1% 59.1% 27.5% 23.1% 18.3% 27.4% 37.7% 67.9% 30.8% 45.3% 41.9% Modal score 10 9 8 10 8 8 9 7 8 3 10 7 8 7 6 9 10 7 9 10 Enjoyment ranking 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Mean % Excellent score (9 or 10) 8.9 8.3 8.2 7.9 7.9 7.8 7.8 7.7 7.7 7.7 7.6 7.6 7.6 7.5 7.5 7.4 7.3 7.3 7.1 7.1 106.5% 56.7% 21.1% 46.0% 66.8% 28.4% 53.4% 33.6% 96.0% 55.5% 29.5% 71.5% 80.2% 19.8% 20.2% 42.7% 22.4% 88.2% 24.0% 34.8% Modal score 10 10 9 5 9 8 5 7 9 8 8 9 9 7 9 10 6 7 9 8

Football Manager Zelda Colin McRae or DIRT Call of Duty Half Life Medal of Honor Wii Sports Mario and Sonic at the Olympics Mario Kart Rayman Conflict Rollercoaster Tycoon Rainbow Six Big Brain Academy Crash Bandicoot Gears of War Donkey Kong GTA/Grand Theft Auto Championship Manager Silent Hill

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The Next Market

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Why do gamers game?
Gamers want to do something that intrigues them in a way that is fun.
 

Our industry calls the “way that is fun” bit
Acquiring new skills

Testin g skills

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What does gameplay give us? Thrills
Surprise Discovery Challenge Progress Improveme nt Starting something new Learning Preparation Being better

Acquirin g new skills

Testi ng skills

Proving Self Immersion Focus Proficiency

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Celebration Proof of Self worth Given something you want

Release Satisfaction Conquering
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Is that it then? Just thrills…

No – games are now starting to offer to satiate desires outside of gaming. Lets start with everything…

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Everything that everybody

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What games used to

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What games are now starting to offer...

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...in conclusion
The gaming market and the number of people gaming are massive and still growing Gaming has now reached every demographic but has the greatest potential to grow amongst the old. The cycle of assess, acquire, utilise until correct, complete, reward, move-up has many parallels within educational practice. Gaming is moving towards education, specifically by offering and needing to offer a greater array of rewards, at the same time as
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