All rights reserved – DO NOT
Copyright © GameVision Europe Ltd Mar 2009
GameVision: Surveys more than 50,000 Europeans
   a year every year. Been going for 6 years.
  We are subscribed to by Son...
The Market Now




                                             All rights reserved – DO NOT
Copyright © GameVision Europe...
All breathers who are six or older = 55.3m

                                                                Active Gamers
...
100%

          90%

                                                                                                 Non ...
18,000


       16,000


                                                                                                 ...
76%
                                              75%
   80%                65%
   70%                                    ...
55+
 100%

  90%
                                                                     45-
                                ...
Number of games bought in the last 3 months

                             Hardcore                                        ...
Trends in Gamer Commitment
      70,000
                                                                       5,463
     ...
50%

      45%

      40%

      35%

      30%

      25%
                                                               ...
80.0%

         70.0%

         60.0%

         50.0%

         40.0%

         30.0%

         20.0%

         10.0%

   ...
The game-buying public has changed
   massively recently. It’s now…

                             More Casual

           ...
Males                                                              Females



                                            ...
T op 20: M ales                                                                                   T op 20: Fem ales

     ...
The Next Market




                                             All rights reserved – DO NOT
Copyright © GameVision Europ...
 Gamers want to do something that intrigues them in a way that is
       fun.

      Our industry calls the “way that is...
Surprise
                                             Discovery
                                             Challenge    ...
No – games are now starting to offer to
      satiate desires outside of gaming.

               Lets start with everythin...
The Good          The Bad and the Ugly
                          Enlightenment        Anti-everything/ nihilism
          ...
The Good          The Bad and the Ugly
                          Enlightenment        Anti-everything/ nihilism
          ...
The Good          The Bad and the Ugly
                          Enlightenment        Anti-everything/ nihilism
          ...
 The gaming market and the number of people gaming
    are massive and still growing

   Gaming has now reached every de...
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Sean Dromgoole, CEO, Some Research

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Sean Dromgoole, CEO, Some Research presents video game industry market data and trends at the Game Based Learning Conference 2009.

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Sean Dromgoole, CEO, Some Research

  1. 1. All rights reserved – DO NOT Copyright © GameVision Europe Ltd Mar 2009
  2. 2. 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 them, in the last 12 months. All rights reserved – DO NOT Copyright © GameVision Europe Ltd Mar 2009
  3. 3. The Market Now All rights reserved – DO NOT Copyright © GameVision Europe Ltd Mar 2009
  4. 4. All breathers who are six or older = 55.3m Active Gamers 16.7m DS 5.8m PS3 2m GB 0.9m Lapsed Non buying 5.6m XB360 gamers 2.3m 3.8m PSP 2m PS2 PC 3.9m 4.5m All rights reserved – DO NOT Copyright © GameVision Europe Ltd Mar 2009
  5. 5. 100% 90% Non Gamers 80% 70% Male Active 60% Gamers 50% Female Active 40% Gamers 30% 20% 10% 0% 6 thru 90 thru 14 thru 19 thru 24 thru 29 thru 34 thru 44 thru 54 55 + 1 15 20 25 30 35 45 All All rights reserved – DO NOT Copyright © GameVision Europe Ltd Mar 2009
  6. 6. 18,000 16,000 Non Gamers 14,000 12,000 Male Active 10,000 Gamers Female Active 8,000 Gamers 6,000 4,000 2,000 0 6 thru 9 10 thru 15 thru 20 thru 25 thru 30 thru 35 thru 45 thru 55 + 14 19 24 29 34 44 54 All rights reserved – DO NOT Copyright © GameVision Europe Ltd Mar 2009
  7. 7. 76% 75% 80% 65% 70% 67% 60% 54% 60% 56% 50% 44% 46% 35% 40% 30% 40% 24% 25% 33% 20% 10% 0% Male PS2 PS3 Female Xbox Wii DS 360 PSP PC All rights reserved – DO NOT Copyright © GameVision Europe Ltd Mar 2009
  8. 8. 55+ 100% 90% 45- 54 80% 35- 44 70% 30- 60% 34 25- 50% 29 40% 20- 24 30% 15- 19 20% 10- 10% 14 6-9 0% All rights reserved – DO NOT Copyright © GameVision Europe Ltd Mar 2009
  9. 9. Number of games bought in the last 3 months Hardcore 0 or 1 games 2 games 3 or more games 19% Up to ½ an hour per day Marginals Loyalists Magpies Average hours spent playing games Dabblers (26%) 18% 15% Magpies (15%) Up to one hour per Dabblers day Dabblers (22%) 22% One hour per day or more Loyalists Hardcore Marginals (18%) (19%) 26% All rights reserved – DO NOT Copyright © GameVision Europe Ltd Mar 2009
  10. 10. Trends in Gamer Commitment 70,000 5,463 60,000 21,330 16,904 19,010 9,168 50,000 6,981 8,366 14,058 13,110 5,749 40,000 9,445 14,520 7,936 4,842 7,936 16,550 7,038 8,719 30,000 7,067 9,751 11,140 8,790 8,461 6,293 9,789 11,508 20,000 11,766 11,800 9,502 14,170 9,149 5,195 24,438 10,000 13,914 12,635 11,460 10,963 10,677 10,490 8,630 - Spring Spring Spring Spring Spring Autumn Spring Autumn 2003 2004 2005 2006 2007 2007 2008 2008 Hardcore Loyalists Magpies Dabblers Marginals All rights reserved – DO NOT Copyright © GameVision Europe Ltd Mar 2009
  11. 11. 50% 45% 40% 35% 30% 25% Male 20% Female 15% 10% 5% 0% Under 1 1-4 hours 5-9 hours 10-14 15-19 20-24 25 hours or hour hours hours hours more All rights reserved – DO NOT Copyright © GameVision Europe Ltd Mar 2009
  12. 12. 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Males 10-14 Males 15-19 Males 20-24 Males 25-29 Males 30-35 Males 35-39 Males 40-45 All Active Males Play alone offline 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% Females 10-14 Females 15-19 Females 20-24 Females 25-29 Females 30-35 Females 35-39 Females 40-45 All Active Females Play alone offline Play with friends offline Play alone online Play with or against other people online All rights reserved – DO NOT Copyright © GameVision Europe Ltd Mar 2009
  13. 13. The game-buying public has changed massively recently. It’s now… More Casual More Female Older All rights reserved – DO NOT Copyright © GameVision Europe Ltd Mar 2009
  14. 14. Males Females % Played % Played Play in last 6 Play in last 6 Ranking months % Aware Ranking months % Aware Game Game Wii Sports 1 50.8% 87.1% Wii Sports 1 54.6% 85.3% Grand Theft Auto 2 41.7% 89.9% Dr Kawashima's Brain Training 2 46.1% 81.1% FIFA 3 38.2% 86.7% The Sims 3 39.7% 97.3% Pro Evolution Soccer 4 35.9% 85.4% Wii Play 4 39.6% 78.1% Wii Play 5 34.1% 77.4% Wii Fit 5 34.8% 89.7% Mario Kart 6 31.8% 83.0% Tetris 6 32.5% 86.9% Call of Duty 7 31.1% 76.9% Super Mario Bros 7 30.1% 89.5% Need for Speed 8 28.9% 86.5% Sonic 8 29.5% 89.0% Halo 9 27.9% 84.1% Cooking Mama 9 28.5% 67.3% Super Mario Bros 10 27.4% 93.5% Mario Kart 10 27.5% 80.2% Mario and Sonic at the Olympics 11 24.4% 80.7% Big Brain Academy 11 26.7% 76.2% Lego Star Wars 12 24.3% 80.4% Nintendogs 12 26.5% 79.0% Guitar Hero 13 23.9% 84.7% Buzz 13 25.5% 51.9% Gran Turismo 14 23.8% 88.1% Grand Theft Auto 14 23.4% 86.6% Gears of War 15 23.4% 71.0% Lara Croft - Tomb Raider 15 23.4% 89.4% Lara Croft - Tomb Raider 16 23.1% 91.8% Singstar 16 22.9% 70.1% Tiger Woods PGA Tour 17 23.0% 85.2% Sim City 17 22.1% 90.0% Sonic 18 22.9% 86.0% Mario Party 18 21.7% 65.8% Dr Kawashima's Brain Training 19 22.6% 69.5% Crash Bandicoot 19 21.6% 75.4% Wii Fit 20 22.3% 86.1% Guitar Hero 20 21.5% 91.0% All rights reserved – DO NOT Copyright © GameVision Europe Ltd Mar 2009
  15. 15. T op 20: M ales T op 20: Fem ales E n jo ym e n t Me an % E xc e lle n t Mo d al E n jo ym e n t Me an % E xc e lle n t Mo d al Gam e ran kin g sc o re (9 o r 1 0 ) sc o re Gam e ran kin g sc o re (9 o r 1 0 ) sc o re Fo o t b all Man ag e r 1 8 .8 6 0 .4 % 10 W ii Fit 1 8 .9 1 0 6 .5 % 10 Z e ld a 2 8 .3 6 6 .6 % 9 Ro c k Ban d 2 8 .3 5 6 .7 % 10 Co lin Mc Rae o r DIRT 3 8 .2 3 2 .2 % 8 4 2 A ll T im e Classic s 3 8 .2 2 1 .1 % 9 Call o f Du t y 4 8 .2 5 0 .4 % 10 Re sid e n t E vil 4 7 .9 4 6 .0 % 5 Half Life 5 8 .1 3 1 .8 % 8 Bu zz! 5 7 .9 6 6 .8 % 9 Me d al o f Ho n o r 6 8 .1 3 7 .1 % 8 W ii S p o rt s 6 7 .8 2 8 .4 % 8 W ii S p o rt s 7 8 .0 3 6 .4 % 9 S c rab b le 7 7 .8 5 3 .4 % 5 Mario an d S o n ic at t h e O lym p ic s 8 7 .8 4 1 .9 % 7 Mario Kart 8 7 .7 3 3 .6 % 7 Mario Kart 9 7 .8 2 5 .1 % 8 S in g S t ar 9 7 .7 9 6 .0 % 9 Raym an 10 7 .8 5 5 .1 % 3 T e t ris 10 7 .7 5 5 .5 % 8 Co n flic t 11 7 .8 5 9 .1 % 10 Crash Ban d ic o o t 11 7 .6 2 9 .5 % 8 Ro lle rc o ast e r T yc o o n 12 7 .7 2 7 .5 % 7 Bu rn o u t 12 7 .6 7 1 .5 % 9 Rain b o w S ix 13 7 .7 2 3 .1 % 8 T h e S im s 13 7 .6 8 0 .2 % 9 Big Brain A c ad e m y 14 7 .7 1 8 .3 % 7 Jak & Daxt e r 14 7 .5 1 9 .8 % 7 Crash Ban d ic o o t 15 7 .6 2 7 .4 % 6 Lara Cro ft - T o m b Raid e r 15 7 .5 2 0 .2 % 9 Ge ars o f W ar 16 7 .6 3 7 .7 % 9 W ii P lay 16 7 .4 4 2 .7 % 10 Do n ke y Ko n g 17 7 .6 6 7 .9 % 10 Z e ld a 17 7 .3 2 2 .4 % 6 GT A /Gran d T h e ft A u t o 18 7 .6 3 0 .8 % 7 E ye T o y 18 7 .3 8 8 .2 % 7 Ch am p io n sh ip Man ag e r 19 7 .6 4 5 .3 % 9 Nin t e n d o g s 19 7 .1 2 4 .0 % 9 S ile n t Hill 20 7 .6 4 1 .9 % 10 Co o kin g Mam a 20 7 .1 3 4 .8 % 8 All rights reserved – DO NOT Copyright © GameVision Europe Ltd Mar 2009
  16. 16. The Next Market All rights reserved – DO NOT Copyright © GameVision Europe Ltd Mar 2009
  17. 17.  Gamers want to do something that intrigues them in a way that is fun.  Our industry calls the “way that is fun” bit “gameplay”. This is made up of a continuing rebalancing of the following sequential elements. Understand New Environment Acquiring new skills Testing skills Reward Completion All rights reserved – DO NOT Copyright © GameVision Europe Ltd Mar 2009
  18. 18. Surprise Discovery Challenge Learning Preparation Progress Understand Being better Improvement New Environmen Starting Acquiring t something new skills new Proving Self Testin Immersion g Focus skills Proficiency Rewar d Completio n Celebration Proof of Release Self worth Satisfaction Given something Conquering you want All rights reserved – DO NOT Copyright © GameVision Europe Ltd Mar 2009
  19. 19. No – games are now starting to offer to satiate desires outside of gaming. Lets start with everything… All rights reserved – DO NOT Copyright © GameVision Europe Ltd Mar 2009
  20. 20. The Good The Bad and the Ugly Enlightenment Anti-everything/ nihilism Love Hatred Creativity Destruction Belonging Isolation Beauty/Culture Philistinism Wisdom/Knowledge Idiocy Power/control Freedom from responsibility Individuation Conformity Happiness Depression / Escape Proficiency Inadequacy Health Illness / Death Security Risk Victory Defeat Involvement / Excitement Relaxation Contentment Anger / Fear Food, water, sex, warmth All rights reserved – DO NOT Copyright © GameVision Europe Ltd Mar 2009
  21. 21. The Good The Bad and the Ugly Enlightenment Anti-everything/ nihilism Love Hatred Creativity Destruction Belonging Isolation Beauty/Culture Philistinism Wisdom/Knowledge Idiocy Power/control Freedom from responsibility Individuation Conformity Happiness Depression / Escape Proficiency Inadequacy Health Illness / Death Security Risk Victory Defeat Involvement / Excitement Relaxation Contentment Anger / Fear Food, water, sex, warmth All rights reserved – DO NOT Copyright © GameVision Europe Ltd Mar 2009
  22. 22. The Good The Bad and the Ugly Enlightenment Anti-everything/ nihilism Love Hatred Creativity Destruction Belonging Isolation Beauty/Culture Philistinism Wisdom/Knowledge Idiocy Power/control Freedom from responsibility Individuation Conformity Happiness Depression / Escape Proficiency Inadequacy Health Illness / Death Security Risk Victory Defeat Involvement / Excitement Relaxation Contentment Anger / Fear Food, water, sex, warmth All rights reserved – DO NOT Copyright © GameVision Europe Ltd Mar 2009
  23. 23.  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 education is moving towards gaming. All rights reserved – DO NOT Copyright © GameVision Europe Ltd Mar 2009

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