Entertainment Software Association of Canada Essential Facts 2009
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Entertainment Software Association of Canada Essential Facts 2009

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Essential Facts about the Canadian Computer and Video Game Industry (2009) is the ESA’s (Entertainment Software Association of Canada) annual guidebook to the entertainment software industry. This ...

Essential Facts about the Canadian Computer and Video Game Industry (2009) is the ESA’s (Entertainment Software Association of Canada) annual guidebook to the entertainment software industry. This current report provides figures relevant to the Canadian gaming industry, and should serve as interesting reading to potential sponsors not currently directly embedded in the sector.

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Entertainment Software Association of Canada Essential Facts 2009 Entertainment Software Association of Canada Essential Facts 2009 Document Transcript

  • 2009 ESSENTIAL FACTS About the Canadian Computer and Video Game Industry
  • what’s inside? WHO’S PLAYING COMPUTER AND VIDEO GAMES 4 HOW OFTEN DO CANADIANS PLAY 5 ON WHAT PLATFORMS DO PLAYERS PLAY THE MOST 6 ALL IN THE FAMILY 7 ESRB RATINGS AND CONTENT DESCRIPTORS 8 TOP SELLING VIDEO GAMES 9 » Chart of 20 top selling video games 9 » Chart of 20 top selling PC games 9 WELLNESS GAMING: BRAIN GAMES & ACTIVE GAMES 10 » Brain games 11 » Active games 11 » Wellness Gaming: In their own words 12 » Future demand for wellness games 13 WHO WE ARE 14 » About ESAC 14 » ESAC members 14 OTHER RESOURCES 15 All data in this document is from NPD Group’s 2009 Understanding the Canadian Gamer custom research unless otherwise noted. The survey was commissioned by ESAC and gathered data from 2,969 Canadian adults, 225 Canadian teens (13-17) and 377 Canadian children (6-12). ..... 3
  • 4% 1 5 1 Computer Game Console Handheld Mobile Device whO is PLaYinG COMPUteR and VideO GaMes? 5% 9% 96% A Computer of Canadian households own a computer ........................... A game console such as an Xbox 360, 50 % 48% Wii or Playstation 3 hooked up to a television of Canadian households have at least one video game console such 36 % as an Xbox 360, Wii or PlayStation system such as a A handheld game Nintendo DS or Sony PSP ........................... A cell phone or other mobile Average age of Canadian gamer: as a Blackberry, device such PalmPilot, i-Phone or i-Touch 35.8 years Gender of game players Female Gamers 34.9 % 64.3% Male Gamers Canadians, by age, who have played a video game in the past 4 weeks: 100% 91% 80% 80% 67% 60% 48% 40% 34% 20% AGES 6-12 13-17 18-34 35-54 55+ ..... 4 100 % 55+
  • hOw OFten dO Canadians PLaY? Frequency of play over hours Played Per week past 4 weeks Less than 1 11% Everyday 26% 1-3 Hours 31% A few days per week 48% 4-6 Hours 24% Once a week 14% 7-9 Hours 9% Once every 10-15 Hours 16% 2 weeks 7% 16-20 Hours 4% Once in the past 4 weeks 5 % 21+ Hours 6% 24% 27% Every Day 35% 38% 26% 49% 45% A few days 44% per week 42% 57% 14% 15% Once a Week 9% 11% Total Child (6-12) 12% 8% Total Teen (13-17) 7% Once every 7% Age 55+ 2 weeks 5% 3% Adult Female 5% 6% Adult Male Once in the 5% past 4 weeks 4% 3% 0 10% 20% 30% 40% 50% 60% ..... 5
  • 20% 15% 10% On what PLatFORM dO GaMeRs PLaY8 7 8% % % 4% 1% 6% 5% 1% the MOst FReQUentLY? Computer Game Console Handheld Mobile Device 5% Canadians, by age, who have played a video game in the past 4 weeks: % 9 A Computer 100% A game console such as an Xbox 360, 91% Wii or Playstation 3 hooked 80% up to a television 50% 80 % 36% 60 % 67%A handheld game system such as a Nintendo DS or Sony PSP 48% 40% A cell phone or other mobile device such as a Blackberry, 34% PalmPilot, i-Phone or i-Touch 20% Gender of AGES players game 6-12 13-17 18-34 35-54 55+ 100% Female Gamers 34.9 % 55+ 80% 64.3% 81% Male Gamers Adult 35-54 Adult 18-4 60% Teen 13-17 54% 51% 46% Child 6-12 40% 39 % 39 % 32% 34% 32% 29% 20% 15% 10% 8% 7% 8% 4% 1% 6% 5% 1% Computer Game Console Handheld Mobile Device 5% ..... 9% 6 A Computer
  • aLL in the FaMiLY Families are getting in on the fun, with the majority of parents and their chil- dren choosing to play video games together. According to the research: 74% of Parent Gamers aged 35-54 report that they play video games with their child ........................... 84% of Parent Gamers aged 18-34 report that they play video games with their child ........................... The majority of Parent Gamers play games with their family once a week or more 57% ........................... 95% of Parent Gamers report that their child has played video games in the past 4 weeks For further information and resources on family gaming including how-to videos on using parental controls and information on ESAC’s Commitment to Parents Program, please visit our website at http://theesa.ca/parents. ..... 7
  • esRB RatinGs and COntent desCRiPtORs The ESRB (Entertainment Software Rating Board) ratings are designed to provide consumers, especially parents, with concise, impartial guidance about the age-appropriateness and content of computer and video games so that they can make informed purchasing decisions about the games they deem suitable for their children and families. esRB ratings have two equal 10+ ENFANTS ET ADULTES parts: Rating Symbols suggest age appropriateness for the game, and appear on the Cartoon Violence front of virtually every game box available for retail sale or rental in the United Mild Lyrics States and Canada. en Animaton Violence Chansons Grossières Content CONTENT RATING which appear on the back next to the rating symbol, ESRB Descriptors, www.esrb.org indicate elements in a game that may have triggered a particular rating and/or CLASSIFIÉ PAR L'ESRB may be of interest or concern. ENFANTS ET ADULTES 10+ Cartoon Violence Mild Lyrics Violence en Animaton Chansons Grossières ESRB CONTENT RATING www.esrb.org CLASSIFIÉ PAR L'ESRB When purchasing or renting video games for their child 82% of Parent Gamers sometimes or always check the ESRB rating symbol on the game box ........................... 86% of Parent Gamers sometimes or always use the content descriptors when purchasing games for their child ........................... 95% of Adult Gamers agree that the ESRB rating system is very useful to help parents buy and rent age-appropriate video games for their children ..... 8
  • tOP 20 seLLinG VideO GaMes FROM aUGUst 08 - JULY 2009 RanK titLe PLatFORM esRB RatinG 1 WII FIT W/BALANCE BOARD WII EVERYONE 2 WII MARIO KART W/ WHEEL WII EVERYONE 3 WII PLAY W/REMOTE WII EVERYONE 4 CALL OF DUTY: WORLD AT WAR 360 MATURE 5 NHL 09 360 EVERYONE 10+ 6 GEARS OF WAR 2 360 MATURE 7 NEW SUPER MARIO BROS NDS EVERYONE 8 BRAIN AGE 2: MORE TRAINING IN MINUTES A DAY NDS EVERYONE 9 NHL 2K9 WII EVERYONE 10+ 10 NHL 09 PS3 EVERYONE 10+ 11 CALL OF DUTY: WORLD AT WAR PS3 MATURE 12 MARIO KART DS NDS EVERYONE 13 BRAIN AGE: TRAIN YOUR BRAIN IN MINUTES A DAY NDS EVERYONE 14 FABLE II 360 MATURE 15 POKEMON PLATINUM VERSION NDS EVERYONE 16 MARIO PARTY NDS EVERYONE 17 LITTLE BIG PLANET PS3 EVERYONE 18 UFC 2009 UNDISPUTED 360 TEEN 19 LINKíS CROSSBOW TRAINING W/ ZAPPER WII TEEN 20 KIRBY SUPER STAR ULTRA NDS EVERYONE tOP 20 seLLinG PC GaMes FROM aUGUst 08 - JULY 2009 RanK titLe esRB RatinG 1 WORLD OF WARCRAFT: WRATH OF THE LICH KING EXPANSION PACK TEEN 2 THE SIMS 3 TEEN 3 SPORE EVERYONE 10+ 4 THE SIMS 2 DOUBLE DELUXE TEEN 5 WORLD OF WARCRAFT: BATTLE CHEST TEEN 6 WARHAMMER ONLINE: AGE OF RECKONING TEEN 7 THE SIMS 2 APARTMENT LIFE EXPANSION PACK TEEN 8 WORLD OF WARCRAFT TEEN 9 LEFT 4 DEAD MATURE 10 CALL OF DUTY: WORLD AT WAR MATURE 11 WORLD OF WARCRAFT: BURNING CRUSADE EXPANSION PACK TEEN 12 FALLOUT 3 MATURE 13 COMMAND & CONQUER: RED ALERT 3 TEEN 14 THE SIMS 2 PETS EXPANSION PACK TEEN 15 GRAND THEFT AUTO IV MATURE 16 WORLD OF WARCRAFT III BATTLE CHEST TEEN 17 FAR CRY 2 MATURE 18 THE SIMS 2 SEASONS EXPANSION PACK TEEN 19 DIABLO BATTLE CHEST MATURE 20 CRYSIS: WARHEAD MATURE ..... 9
  • weLLness GaMinG Entertainment software has emerged as a useful tool to promote physical and mental well-being. Games designed to challenge mental aptitude and increase physical activity have become increasingly popular amongst gamers, and have been widely embraced by educational institutions, retirement com- munities, and the health community. Here are the figures: aCtiVe weLLness GaMes include such titles as: Wii Fit, Dance Dance Revolution and EA Sports Active. BRain weLLness GaMes include such titles as: Brain Age, Flash Focus and Hot Brain. tOP 5 titLes PLaYed OR Owned inCLUde: Wii Fit 34% Dance Dance Revolution 27% Nintendo DS Brain Age 19% Nintendo DS Big Brain Academy 14% EA Sports Active 13% tOP 5 seLLinG weLLness GaMes FROM aUGUst 08 - JULY 09 RanK titLe PLatFORM esRB RatinG 1 WII FIT W/ BALANCE BOARD WII EVERYONE 2 BRAIN AGE 2: MORE TRAINING IN MINUTES A DAY NDS EVERYONE 3 BRAIN AGE: TRAIN YOUR BRAIN IN MINUTES A DAY NDS EVERYONE 4 WII DDR: HOTTEST PARTY 2 BUNDLE WII EVERYONE 10+ 5 EA SPORTS ACTIVE BUNDLE WII EVERYONE ..... 10
  • Brain Games: 66% of Wellness Gamers rate Brain Games as being very effective ........................... 64%one positive outcome from playing of Teen Wellness Gamers endorsed at least Brain Games, such as “I am in a better mood after playing” or “I feel like I can think quicker after I play” active Games: 76%one positive outcome from playing of Teen Wellness Gamers endorsed at least Active Games, with 40% claiming to feel better physically after playing Wellness Games are being embraced by all demographics as an additional way to help stay mentally alert and physically active. Figures show that for many respondents, this genre of entertainment software was the first type of video game they had ever purchased. First type of entertainment software that I ever bought was a game designed to challenge my physical and/or mental abilities: 40% Active Games Brain Games 39% 39% 35% 34% 34% 32% 30% 25% 20% 20% 15% 10% 5% 0 55+ Total Teen Total Adult ..... 11
  • weLLness GaMinG: in theiR Own wORds “I find that the whole family gets involved with these titles and that it becomes a competi- “They helped tion between us.” Male 44 exercise my body and have fun at “He absolutely “The Wii Fit had enough the same time. It loves playing with variety for both my husband makes you feel me, he has great and me to keep us enter- refreshed after.” motor skills…even tained. We both started getting in better shape.” Male 31 better than me!” Parent of male, Female 27 age 7 “My daughter is more active, “Helps to encourage him to con- more fit, more confident with fit- tinue when he is discouraged…gaining ness and more aware of overall confidence and boosts in energy levels.” body health.” Parent of female, Parent of male, age 8 age 10 “My memory has “I have lost weight and developed some definitely improved. I muscle. We bought a Wii and Wii Fit for my notice my brain age parents who are both in their early 80’s and getting lower as I play they use it daily. It is an excellent system these games.” Female and the games are perfect for seniors.” 50 Female 49 “She loves these games and “She likes answering the math ques- will play until she has no en- tions and feels good when she gets them ergy left. These games are great right.” Mother of female, age 7 for when the weather is bad and we can’t go outside-she can get all her exercise in the “A change in concentration, staying house.” Parent of girl, age 8 on tasks, organizational and abstract skills and mental abilities…these in turn caused a positive change in her “I find that my memory has improved moods and confidence in her abili- greatly and although I’m 78 years old ties.” Mother of female, age 12 I have obtained a brain age of 30.” Female 78 ..... 12
  • weLLness GaMes FUtURe deMand: Gamers have shown a lot of interest in Wellness Games and the figures show that future demand for this genre of entertainment software is very strong Very Interested Somewhat Interested Not that Interested Those designed to improve mental abilities or overall 44% 46% 11% mental well-being Those designed to improve physical abilities or overall 40% 43% 17% physical well-being Those designed to help learn a second language 29% 42% 29% Those designed to improve musical abilities or help learn 26% 42% 32% how to play an instrument Those designed to help with other types of self- improvement (e.g., cook- 22% 45% 34% ing, bartending, dancing, etc.) ..... 13
  • whO we aRe? about the esaC The Entertainment Software Association of Canada (ESAC) is dedicated exclusively to serving the business and public affairs needs of companies in Canada that publish and distribute computer and video games for video game consoles, handheld devices, personal computers and the Internet. ESAC offers a range of services, including business and consumer research, government relations and a global anti-piracy program. Association members include the nation’s leading interactive entertainment software publishers and distribu- tors, which collectively accounted for more than 90 per cent of the $2.2 billion in entertainment software and hardware sales in Canada in 2008. The entertainment software industry currently accounts for 247 firms and 14,000 direct jobs and thousands more in related fields across Canada. esaC Members as of January 2009 • Activision Blizzard • Disney Interactive Studios • Electronic Arts • Microsoft Canada • Nintendo of Canada Ltd. • Solutions 2 Go • Sony Computer Entertainment Canada • Synergex Corporation • Take2 Interactive • Team One Marketing Ltd. • THQ • Ubisoft Canada, Inc. ..... 14
  • OtheR ResOURCes entertainment software association (esa) The Entertainment Software Association is the U.S. association exclusively dedicated to serving the business and public affairs needs of companies that publish computer and video games for video game consoles, personal comput- ers, and the Internet. The ESA offers a range of services to interactive enter- tainment software publishers including a global anti-piracy program, business and consumer research, government relations and intellectual property protec- tion efforts. The ESA also owns and operates the E3 Expo. For more informa- tion, please visit: www.theesa.com entertainment software Rating Board (esRB) The Entertainment Software Rating Board (ESRB) is a non-profit, self-regu- latory body established in 1994 by the Entertainment Software Association (ESA). ESRB assigns computer and video game content ratings, enforces industry-adopted advertising guidelines and helps ensure responsible online privacy practices for the interactive entertainment software industry. For more information, please visit: www.esrb.org nPd Group The NPD Group is the leading provider of reliable and comprehensive con- sumer and retail information for a wide range of industries. Today, more than 1,700 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, contact us, visit http://www.npd.com/ or follow us on Twitter at http://www.twitter.com/npdgroup. ..... 15
  • www.theesa.ca