Sean Dromgoole, CEO, Some Research

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.


The Market Now


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

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


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


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


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%


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%


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


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


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


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

More Casual

More Female

Older


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%


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


The Next Market


 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


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

No – games are now starting to offer to
satiate desires outside of gaming.

Lets start with everything…


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

 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.

Sean Dromgoole, CEO, Some Research

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Sean Dromgoole, CEO, Some Research