Essential facts about the computer and video game industry 2012
[ iii ]2012Sales, Demographic and Usage DataEssentialFactsAbout the Computerand Video GameIndustry
[ iv ]“Computer and video games havereached a critical mass. Today, nearlyevery device with a screen playsgames, providing interactiveentertainment experiences for a wideand diverse population. The creativityof our developers and publishersproduces an ever-expanding varietyof games to choose from in differentformats and across all platforms.Their innovations drive consumerdemand for our products, solidifyingour industry’s position as one of thestrongest and most cutting-edgesectors in the U.S. economy.”—Michael D. Gallagher, president and CEO,Entertainment Software Association
[ 1 ]Who IS PlayING2 Who Plays Computer and Video Games?3 Who Buys Computer and Video Games?At Play4 What Type of Online and Mobile Games are Played Most Often?4 How Many Gamers Play on a Phone or Handheld Device?5 How Many Gamers Play Games With Others?5 How Long Have Gamers Been Playing?6 Parents and Games6 Do Parents Control What Their Kids Play?7 Top Reasons Parents Play With Their Kids8 What Were the Top-Selling Game Genres in 2011?8 2011 Computer and Video Game Sales by Rating9 What Were the Top-Selling Games of 2011?the Bottom Line10 Sales Information11 Total Consumer Spend on Games Industry 2011Who We ARE12 About ESA 12 ESA Members Other Resources13 ESA PartnersWHAT’s INSIDEThe 2012 Essential Facts About the Computer and Video Game Industry was released by the Entertainment SoftwareAssociation (ESA) at E3 2012. The annual research was conducted by Ipsos MediaCT for ESA. The study is the most in-depthand targeted survey of its kind, gathering data from more than 2,000 nationally representative households.
[ 2 ]who is playingg a m e r de m o g r a p h i c sThe average U.S. Householdowns at least onededicated game console, PC or smartphone49%of U.S. households own a dedicated game console,and those that do own an average of 2The average game player age is:3032%37%31%32% under 18 years31% 18-35 years37% 36+ yearsAGEof Game Players“What we’re seeing in games is art at a world-class stage designthat is almost unmatched anywhere else. It has been very excitingto me to see so many ideas that integrate social good and effortsto make the world a better place into games.”—Al Gore, former vice president and co-founder and chairman ofGeneration Investment Management❝
[ 3 ]WHO IS PLAYINGG A M E r de m o g r a p h i c s46%of gamers have purchased or plan to purchase one or more games in 201242%of game players believe that computer and video games give them the most value fortheir money, compared with DVDs, music or going out to the moviesWho BUys Computer and Video Games?The average age of the most frequent game purchaser is:35Some of the top reasons gamers say they purchase a computer or video game: quality ofgame graphics, an interesting storyline, a sequel to a favorite game, word of mouthOf the most frequent game purchasers, 52% are male and 48% are female53% male47% femaleGENDERof Game Players53%47%Women 18 or older represent a significantly greater portion of thegame-playing population (30%) than boys age 17 or younger (18%)
[ 4 ]OtherPersistentMulti-Player UniverseDownloadable GamesAction, Sports, Strategy,Role-PlayingPuzzle, Board Game,Game Show, Trivia,Card Games9%13%42%25%11%AT PLAYHOW W E PL A Y15%of most frequent game players pay to play online gamesTypes of online games played most often:OtherPersistent Multi-PlayerUniverseDownloadable GamesAction, Sports, Strategy,Role-PlayingPuzzle, Board Game,Game Show, Trivia,Card Games4%14%47%27%12%Types of mobile games played most often:Gamers play on-the-go: 33%play games on their smartphones,and 25%play games on their handheld deviceU.S. households that own a dedicated game console, PC, smartphone,dedicated handheld system or wireless device play gamesON THEIR CONSOLE ON THEIR PC ON THEIRSMARTPHONEON THEIR DEDICATEDHANDHELD SYSTEMON THEIRWIRELESS DEVICE70% 65%38% 35%26%
[ 5 ]62%of gamers play games with others, either in-person or onlineAT PLAYh o w w e p l a y78%of gamers who play with others doso at least one hour per week33%of gamers play social games16%play withparents34%play with otherfamily members17%play with their spouseor significant otherA majority of gamers play games with their friends and family members:40%play with friends40%use their consoleto watch movies59%playingboard games17%use their console towatch TV shows47%watchingTV47%watching moviesat homeGamers who are playing more video games than they did three years ago are spendingless time:Gamers who own dedicated game consoles use them for otherentertainment media, in addition to playing games20%use their consoleto listen to music50%going tothe movies12is the average number of years gamers have been playing video gamesAdult gamers have been playing for an average of 14 years;males average 16 years of game play, females average 12 years
[ 6 ]AT PLAYP A R E NT S A N D G A M E S73%of parents believe that the parental controls available in all new video gameconsoles are useful. Further, parents impose time usage limits on video gamesmore than any other form of entertainment:84%of parents place time limits on video game playing79% of parents place time limits on Internet usage78% of parents place time limits on television viewing72%of parents place time limits on movie viewing[ 6 ]85%of parents are awareof the ESRB rating system98%of parents feel the ESRB rating systemis either very or somewhat helpful inchoosing games for their childrenDO PARENTS CONTROL WHAT THEIR KIDS PLAY?91% of parents pay attention to thecontent of the games their children play90%of the time parents are presentwhen games arepurchased or rented82%of the time children receivetheir parents’ permission beforepurchasing or renting a game
[ 7 ][ 7 ]Top ➎ reasons parents play with their kids:➊ It’s fun for the entire family: 90%➋ Because they’re asked to: 85%➌ It’s a good opportunity to socialize with their child: 79%➍ It’s a good opportunity to monitor game content: 56%➎ They enjoy playing video games as much as their child does: 48%AT PLAYP A R E NT S A N D G A M E S40%of parents play computer and video gameswith their children at least weekly59%play with their children atleast monthlyAlthough it is the newest of all industry content rating andlabeling schemes, the video game industry’s system–theEntertainment Software Rating Board (ESRB)–is in many ways themost sophisticated, descriptive, and effective ratings system everdevised by any major media sector in America.”—Adam Thierer, senior research fellow at George Mason University’s Mercatus Center❝52%of parents say video games are a positive part of their child’s lifeParents See Positive Impact of Playing Computer and Video GamesBELIEVE GAME PLAY PROVIDES MENTALSTIMULATION OR EDUCATIONBELIEVE GAME PLAY HELPS THEFAMILY SPEND TIME TOGETHERBELIEVE GAME PLAY HELPSTO CONNECT WITH FRIENDS66% 61% 59%
[ 8 ]AT PLAYP A R E NT S A N D G A M E S[ 8 ]TOP S E LL E R S2011 Computer and Video Game Sales by RatingBY units SOLD2.1% Other Games, Compilations19.0% Action9.5% Adventure0.2% Arcade0.8% Childrens Entertainment11.0% Family Entertainment3.7% Fighting0.6% FlightCasual 4.0%Strategy 2.8%Sport Games 14.8%Shooter 18.4%Role-Playing 7.2%Racing 5.8%0.6% Sport Games1.6% Flight0.7% Childrens Entertainment2% Other Games, Compilations0.1% Arcade21.1% Role-Playing0.7% Racing0.1% Family Entertainment20.6% CasualShooter 13%Strategy 27.6%Action 2.7%Adventure 9.2%Best-Selling VIDEO GAME Super Genres by Units Sold, 2011Best-Selling COMPUTER GAME Super Genres by Units Sold, 2011Source: The NPD Group/Retail Tracking ServiceSource: The NPD Group/Retail Tracking ServiceSource: The NPD Group/Retail Tracking Service16.6%39.3%17.4%26.5%EVERYONE(E)EVERYONE 10+(E10+)TEEN(T)MATURE(M)
[ 9 ][ 9 ]Rank Title ESRB Rating1 CALL OF DUTY: MODERN WARFARE 3 Mature2 JUST DANCE 3 Everyone 10+3 MADDEN NFL 12 Everyone4 ELDER SCROLLS V: SKYRIM Mature5 BATTLEFIELD 3 Mature6 CALL OF DUTY: BLACK OPS Mature7 BATMAN: ARKHAM CITY Teen8 GEARS OF WAR 3 Mature9 JUST DANCE 2 Everyone10 ASSASSINS CREED: REVELATIONS Mature11 POKEMON WHITE VERSION Everyone12 ZUMBA FITNESS: JOIN THE PARTY Everyone13 NBA 2K12 Everyone14 LEGO STAR WARS III: THE CLONE WARS Everyone 10+15 POKEMON BLACK VERSION Everyone16 NBA 2K11 Everyone17 MORTAL KOMBAT 2011 Mature18 MICHAEL JACKSON THE EXPERIENCE Everyone 10+19 NCAA FOOTBALL 12 Everyone20 L.A. NOIRE MatureRank Title Platform ESRB Rating1 CALL OF DUTY: BLACK OPS 360, PS3, Wii, NDS Mature2 MADDEN NFL 11 360, PS3, Wii, PS2, PSP Everyone3 HALO: REACH 360 Mature4 NEW SUPER MARIO BROS. WII Wii Everyone5 RED DEAD REDEMPTION 360, PS3 Mature6 WII FIT PLUS Wii Everyone7 JUST DANCE 2 Wii Everyone 10+8 CALL OF DUTY: MODERN WARFARE 2 360, PS3 Mature9 ASSASSINS CREED: BROTHERHOOD 360, PS3 Mature10 NBA 2K11 360, PS3, Wii, PS2, PSP Everyone11 BATTLEFIELD: BAD COMPANY 2 360, PS3 Mature12 SUPER MARIO GALAXY 2 Wii Everyone13 POKEMON SOULSILVER VERSION NDS Everyone14 MARIO KART W/WHEEL Wii Everyone15 JUST DANCE Wii Everyone 10+16 NEW SUPER MARIO BROS DS NDS Everyone17 DONKEY KONG COUNTRY RETURNS Wii Everyone18 WII SPORTS RESORT Wii Everyone19 FALLOUT: NEW VEGAS 360, PS3 Mature20 FINAL FANTASY XIII 360, PS3 TeenSource: The NPD Group/Retail Tracking ServiceRANK TITLE ESRB RATING1 STAR WARS: THE OLD REPUBLIC Teen2 ELDER SCROLLS V: SKYRIM Mature3 STARCRAFT II: WINGS OF LIBERTY Teen4 THE SIMS 3 Teen5 WORLD OF WARCRAFT: CATACLYSM Teen6 BATTLEFIELD 3 Mature7 THE SIMS 3: GENERATIONS Teen8 THE SIMS: MEDIEVAL Teen9 THE SIMS 3: PETS Teen10 PORTAL 2 Everyone 10+11 RIFT Teen12 DRAGON AGE II Mature13 THE SIMS 3: LATE NIGHT EXPANSION PACK Teen14 THE SIMS 3 DELUXE Teen15 CIVILIZATION V Everyone 10+16 WORLD OF WARCRAFT: BATTLE CHEST Teen17 WORLD OF WARCRAFT: WRATH OF THE LICH KING EXPANSION PACK Teen18 SHOGUN 2: TOTAL WAR Teen19 THE SIMS 3: OUTDOOR LIVING STUFF Teen20 CALL OF DUTY: MODERN WARFARE 3 MatureSource: The NPD Group/Retail Tracking ServiceAT PLAYTOP S E LL E R STop 20 Selling COMPUTER Games of 2011by Units SoldTop 20 Selling Video Games of 2011by Units Sold
[ 10 ]AT PLAY[ 10 ]sa l es i n f o r m a t i o nSource: The NPD Group/Retail Tracking Service; Games Market Dynamics: U.S.Source: The NPD Group/Retail Tracking Service; Games Market Dynamics: U.S.U.S. Computer and Video Game Dollar Sales Growthdollars in billionsU.S. Computer and Video Game Unit Sales Growthunits in millions*2001 2002 2003 2004 2005 2006 2007 2008 2009* 2010* 2011*Combined DollarSales (shown for2009 – 2011)Computer Games5.5 6.06.9 7.0 7.3 18.104.22.1681.75.416 22.214.171.124.68.75.8COMBINED DOLLAR SALES (shown for years 2009 and 2010)Video GamesComputer GamesOther Delivery FormatsCOMBINED DOLLAR SALES (shown for years 2009 and 2010)Video Games Computer Games Other Delivery FormatsVideo GamesOther DeliveryFormats**16.616.916.011.79.9.6126.96.36.199188.8.131.52.37.06.96.0051015184.108.40.206.32001 2002 2003 2004 2005 2006 2007 2008 2009 2010 20112009COMBINED COMVIDEO GAME UCombined Computerand Video Game UnitSales (shown for2009 – 2011)Computer GamesVideo GamesCombined Computer and Video GameUnit Sales (shown for 2009 and 2010)Computer Games Video Games245.6257.3278.7298.6268.2240.1227.4248.4239.5224.3208.6 232.5 229.828.924.8 15.8249.8 * Figures include total consumer spend ** Other delivery formats include subscriptions, digital full games, digital add-on content, mobile apps, social network gaming and other physical delivery. 2001-2008 figures are sales of new physical content at retail exclusively. * Figures are sales of new physical content at retail exclusively
[ 11 ][ 11 ]THE BOTTOM LINETotal Consumer Spend on Games Industry$16.54$2.62$5.59AccessoriesContentHardware28%TOTAL DIGITAL FORMATTOTAL PHYSICAL FORMAT2009 2010 201180%72%31%69%20%Total Consumer Spend on Games Industry 2011Dollars in BillionsRecent Digital* and Physical Sales Information*Digital format sales include subscriptions, digital full games, digital add-on content, mobile apps and social network gamingSource: The NPD Group/Games Market Dynamics: U.S.Source: The NPD Group/Games Market Dynamics: U.STotal:$24.75BillionVideo games sit at the confluence of history, technology,and art in such a way that’s found in no other medium,a place where influences from every creative fieldmeet, mix, and recombine.”—Daniel D. Synder, The Atlantic❝
[ 12 ]THE BOTTOM LINESales InformationWHO WE AREAbout The Entertainment Software AssociationESA offers services to interactive entertainment software publishers including conducting busi-ness and consumer research, providing legal and policy analysis and advocacy on First Amend-ment, intellectual property and technology/e-commerce issues, managing a global anti-piracyprogram, owning and operating E3, and representing video game industry interests in federaland state government relations. For more information, please visit www.theESA.com.ESA Members as of April 201238 Studios www.38studios.com345 GAMES www.deadliestwarriorthegame.com505 GAMES www.505games.comCAPCOM USA, INC. www.capcom.comDEEP SILVER INC. www.deepsilver.comDISNEY INTERACTIVE STUDIOS, INC. www.disney.go.com/disneyinteractivestudios/ELECTRONIC ARTS www.ea.comEPIC GAMES, INC. www.epicgames.comHER INTERACTIVE, INC. www.herinteractive.comIGNITION ENTERTAINMENT, LTD. www.utvignitiongames.com/KONAMI DIGITAL ENTERTAINMENT AMERICA www.konami.comLEVEL-5 Inc. www.level5ia.comLittle Orbit www.littleorbit.comMad Catz Interactive, Inc. www.madcatz.comMICROSOFT CORPORATION www.microsoft.comNAMCO BANDAI GAMES AMERICA INC. www.namcobandaigames.comNATSUME INC. www.natsume.comNEXON AMERICA INC. www.nexon.netNINTENDO OF AMERICA INC. www.nintendo.comNival www.nival.comNVIDIA CORPORATION www.nvidia.comO-GAMES, INC. http://usa.og-international.netPERFECT WORLD ENTERTAINMENT www.perfectworld.comRubicon Organization http://rubiconorganization.com/SEGA OF AMERICA, INC. www.sega.comSLANG www.slang.vgSONY COMPUTER ENTERTAINMENT AMERICA www.us.playstation.comSONY ONLINE ENTERTAINMENT, INC. www.soe.com/SQUARE ENIX, INC. www.square-enix.com/naTAKE-TWO INTERACTIVE SOFTWARE, INC. www.take2games.comTECMO KOEI AMERICA CORPORATION www.tecmokoeiamerica.comTHQ, INC. www.thq.comTRION WORLD NETWORK, INC. www.trionworlds.comUBISOFT ENTERTAINMENT, INC. www.ubisoftgroup.comWARNER BROS. INTERACTIVE ENTERTAINMENT INC. www.wbie.comXSEED GAMES www.xseedgames.com[ 12 ]
[ 13 ]OTHER RESOURCESE S A Pa r t n e r sFor more information on ESA and its programs,please visit www.theESA.comENTERTAINMENT SOFTWARE RATING BOARD (ESRB) | WWW.ESRB.ORGThe ESRB is a non-profit, self-regulatory body established in 1994 by ESA. ESRB independently assigns com-puter and video game content ratings, enforces advertising guidelines and helps ensure responsible onlineprivacy practices for the interactive entertainment software industry.ACADEMY OF INTERACTIVE ARTS SCIENCES (AIAS) | WWW.INTERACTIVE.ORGThe AIAS was founded in 1996 as a not-for-profit organization whose mission is to promote, advance and rec-ognize common interests and outstanding achievements in the interactive arts and sciences. The Academyconducts its annual awards show, the Interactive Achievement Awards, to promote and acknowledge excep-tional accomplishments in the field. To further enhance awareness of the Academy’s vision, the organizationcreated the D.I.C.E. (Design, Innovate, Communicate, Entertain) Summit in 2002, a once yearly conferencededicated to exploring approaches to the creative process and artistic expression as they uniquely apply tothe development of interactive entertainment. With more than 24,000 members, including Electronic Arts,Microsoft, Sony, Nintendo, Ubisoft, THQ, Day One Studios, Epic Games and Insomniac Games, the Academypromotes the creativity and craftsmanship of video games worldwide.INTERNATIONAL GAME DEVELOPERS ASSOCIATION (IGDA) | WWW.IGDA.ORGThe IGDA is the largest non-profit membership organization serving individuals who create video games.The IGDA advances the careers and enhances the lives of game developers by connecting memberswith their peers, promoting professional development, and advocating on issues that affect the developercommunity. These core activities advance games as a medium and game development as a profession.THE NPD GROUP, INC. | WWW.NPD.COMThe NPD Group is the leading provider of reliable and comprehensive consumer and retail information fora wide range of industries. Today, more than 1,800 manufacturers, retailers, and service companies relyon NPD to help them drive critical business decisions at the global, national, and local market levels. NPDhelps 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.VIDEO GAME VOTERS NETWORK (VGVN) | WWW.VIDEOGAMEVOTERS.ORGThe VGVN is a grassroots organization of voting-age gamers who organize and take action in support ofcomputer and video games. Since its creation in 2006, more than 300,000 grassroots activists have joinedthe VGVN.