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3 Outgrowing the ClichThe Modern Affluent Gamer .......... 5 Connecting to OthersGamers are Active, Social and Influential ............................................................... 10 The New Media ParadigmGamers Thrive on Diverse Set of Media ................................................................. 16 The Goal for AdvertisersReaching the New Power Consumer ..................................................................... 18 Cast of CharactersThe Diversity of Modern Gaming ....... 21 Helpful HintsImplications & Recommendations .............. 33 AppendixHow IGN Can Help ........................................... 34
The Story
Gamers are not who you think they are. This message has been repeated many times, and while it is certainly true, recent revelations about gamers have focused primarily on their broadening demographics, or gameplay behaviors and preferences. All this information is exceedingly useful to game developers, to be sure. However, as we increasingly recognize that gamers are not simply the tired clich of the young single male, we risk missing a much more ground-shifting, game-changing reality. The whole truth about gamers is that they are more active, more social, more influential, and more affluent than non-gamers, while also representing the majority of consumers (59% of the U.S. online population). Gaming is now a mainstream consumer activity that brand marketers and advertisers ignore at their perilparticularly given the ongoing media fragmentation and consumer filtering of brand touch points. Clearly, the gaming industry can no longer be ignored or treated as tangential Grand Theft Auto 4 generated $310 MM in its first day, shattering previous records and exceeding blockbuster entertainment properties like Dark Knight, Spiderman 3, and the final Harry Potter installment. The time has well come to embrace gaming as a highly engaging, attention-compelling, revenue-generating vehicle for delivering brand-building impressions and fostering brand affinity. This report leverages both broad-scale quantitative and deep-dive qualitative research, and focuses equally on gaming and non-gaming lifestyle attitudes and behaviors. As a result, these insights provide a more holistic view of the mainstreaming gamer market. We invite you to walk with us through the exciting, and still very much evolving, story of how gaming is taking its place as a powerful communications and bonding channel. Buckle up, because there is plenty of hard data ahead softened by visuals that help to bring those data points to life! Are you game?
New Media Savvy (traditional media less effective with this audience; video games are key advertising medium)
Trend Setters (very social/networked; influential with peers being acknowledged as trendy is important)
16% 17%
19% 20%
Basic GameplayMethodology
This study was conducted in two phases, a quantitative overview of gaming households among the U.S. online population, and a follow-up qualitative deep dive among the key segments in the gaming market. The quantitative research was conducted in June 2008 by Ipsos MediaCT, the technology, media and entertainment division of Ipsos, the third largest survey-based market research company globally. Approximately 3,000 respondents completed the 25-minute online survey among an online representative population of 12- to 54-year-olds (small weights were applied to ensure it was representative). All respondents were then qualified based on whether they owned a modern gaming console, handheld system, or a PC/Mac that is used to play games. While everyone included in this research is in a gaming household, respondents were then divided into heavy and medium gamers who play two hours or more per week, and light and non-gamers who play less than two hours per week. The medium and heavy gamer audience was further grouped into six key segments based on a K-means multivariate segmentation. Follow-up qualitative research was conducted by Ipsos Understanding UnLtd. in August 2008 among three of the key segments. Three focus groups were carried out in Los Angeles, immediately followed by three in-home ethnographies to further assess how videogames are incorporated within the household. These findings were used to help hone and augment the overall findings, particularly through the use of quotes within this book.
Commissioned by IGN and Ipsos
20%
45-54 35-44 25-34 18-24
17%
29%
Note: throughout this book, those who spend at least two hours per week playing games (medium and heavy gamers) will be referred to as gamers. For comparison, light gamers will often be grouped with non-gamers.
20% 20% 27% The majority of gamers, whether established or new, are over the age of 25
Note: those under 12 or 55 and older were excluded from the study
26%
12% 7%
26%
Medium Gamers: 2 to 9 hours a week playing games Light Gamers: Less than 2 hours a week playing games Non-Gamers/Supporters
12-17
16% 17%
New Gamers (<2 years)
55%
MP3 Player
46% Gamers are more likely to own an MP3 player or high end home electronics.
Gamers Non-Gamers Blu-ray/HD DVD Player
32% 28%
Married
17% 11%
Have Children
48% 46%
Gaming Accessories
New gamers are already spending almost as much as their more established counterparts.
Gamers are much more likely to engage in social activities outside the home.
Gamers Non-Gamers
Total Gamers
$83 $82 $84
Went on vacation Attended sporting event Went on a date Went to a concert or theatre
Gaming Hardware
10
Influence (Gamers vs. Non-Gamers) Below is a list of statements, which may or may not be used to describe your attitudes regarding your purchases and lifestyle. Please indicate to what extent each statement describes your attitudes. Top 2 box scores (5 point scale: 1=strongly disagree, 5=strongly agree) Base: Gamers (n=2,263), Non-Gamers (n=832)
Friends & family rely upon me for current technology Friends & family rely on me for movies, TV, and entertainment news
39% 21% 37% 22% 29% 15% 24% 12% Gamers are much more influential than non-gamers in regards to entertainment and technology.
Gamers Non-Gamers
Go out with friends Read books Surf the internet Play video/computer games Watch cable or network TV Go on a date Go to the beach, park or zoo Work out at gym/home Play sports Watch movies at home Listen to music Shop Go to the movie theater
11
12
29% InPerson 55% Online 45% Family 45% Friends 32% Random People 32% When you are playing with others, what percentage of the time do you spend playing with the following people? Base: Play with Others (n=1693) 60% 47% 26% 25% 25% 15%
Provides mental stimulation or education
45% 28%
Fun way to interact with family Provides physical activity
Neutral Disagree
When you play computer and/or videogames, what percentage of your time do you spend playing? Base: Play with Others (n=1693)
13
Commissioned by IGN and Ipsos
14
29% 25%
Gamers are much more likely to engage in social activities online, as well as visit video and music sites.
Gamers Non-Gamers
7%
15%
12% 8%
17
18
62% 54% 54% 41% 28% 28% 24% 21% 17% 14%
Friends/family TV ads Game demos Gaming website Gaming magazines Publishers website Online trailers Magazine ads Online ads
Friends/family Game demos Gaming website Gaming magazines Retail clerks Publishers website Online trailers
Circuit City
Friends/family Game demos Retail clerks Gaming website
While friends & family and game demos are the most important information sources overall, gaming websites are the only other top mention for all key steps in the decision making process.
19 20
Social Troopers
24%
Traditional Core
21%
Weekend Warriors
23%
Online Puzzlers
9%
Opportunity for Advertisers: Stress the importance of family, regardless of the product or service offered (i.e. why the vacation is fun for the whole family; how the technology will enhance the family household; why the movie is appropriate for everyone, etc.). They can easily be found online conducting the more mainstream online activities (emailing, using search, researching products, banking and sharing photographs).
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22
Gaming Behaviors -Higher handheld and PC ownership, with next gen console ownership gravitating towards the 360 - Spend a lot of time playing games (17 hours) and more likely to play many different genres of games - Likely to split their time between playing alone, online & in-person (often with friends) - Spend a lot of time communicating about games (6 hours a week) Gaming Attitudes -Play games to: -Have fun -Socialize with friends -Because they are popular -Enjoy the music
Demographics -Tend to be male (65%), teens (42%) or 18 to 24 (28%) -Primarily single students -Ethnically diverse Media Activities & Influence -Spend a lot of time listening to music, going to the movies and playing sports - Prefer to spend time with friends - In to the online social scene (YouTube, IM, MySpace) Purchase & Research Process -Recently purchased games for themselves or friends - Want games that allow multiple players or online capabilities - Friends and family are primary sources of gaming information - High awareness & visitation of gaming websites
Gaming Behaviors -Mix of console, handheld and PC ownership with a wide array of system representation - Spend the most time playing games (21 hours) with a heavier focus on hardcore games - Typically play alone, but also online with friends and strangers (less in-person) - Over half have been playing games for over 10 years Gaming Attitudes -Play games to: -Have fun and be challenged -Be by themselves -Enjoy a sense of achievement -Enjoy the graphics and stories -Do things they couldnt do in real life
Demographics -Tend to be male (65%) and between 18 and 44 (73%) -More likely to be single; employed full-time or student Media Activities & Influence -Spend a great deal of time online & listening to music - Surf the Internet for entertainment - Will pay more to have the newest technology Purchase & Research Process -Purchases games for themselves - Recently purchased games or PC hardware for gaming -The story is most important when buying games - Highly aware of gaming websites & frequently visit - Shops online for games more than other segments
Opportunity for Advertisers: InPerson An active lifestyle and friendship are most important to this group and 55% should be the key talking points when trying to reach them. They can easily be found online at sites that are tapped into the overall social scene (MySpace, YouTube), as well as dedicated gaming websites.
Opportunity for Advertisers: Playing up the technology or entertainment angle is key to attracting them, as they like to have the newest gadgets, even if it costs more or still has kinks. They are very likely to visit gaming websites, making it easy to locate them online.
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24
Gaming Behaviors -Mix of console, handheld and PC ownership -Typically play games alone for about 12 hours a week -Have been playing games for 5 to 20 years -Less likely to talk about games (2 hours a week) Gaming Attitudes -Lower attitudes towards games in general, only really play games to: -Have fun & relax -Provide a challenge & relieve stress
Demographics -Mix of gender, young to middle-age adults -Mix of married and single Media Activities & Influence -Would often prefer to read books and very likely to watch TV (14 hours a week) -Like to go shopping -Heavy Internet usage for mainstream activities (email, search, banking, research, news) Purchase & Research Process -Purchases games for themselves and their children -Price sensitive
Gaming Behaviors -Own a PC or Mac used for games -Spend less time playing games (9 hours) with a heavy emphasis on online casual & puzzle games -Least likely to purchase, rent or receive games -Play by themselves and do not communicate about games Gaming Attitudes -Play games to: -Relax, relieve stress, reduce boredom -Be by themselves -Improve thinking and reasoning skills
Demographics -Tend to be female (65%) and older (47% are 45 to 54) -Usually married but smaller households -Highest average incomes ($81,000) Media Activities & Influence -Most likely to watch TV (17 hours a week) -Very likely to have gone shopping in the last month -Own DVD players, cell phones, PCs and digital cameras, but not higher tech devices Purchase & Research Process -Rarely purchase video games or vaccessories -Price sensitive when shopping for entertainment -Most aware of and visit Yahoo! Games -Their ideal game website would offer online games
Opportunity for Advertisers: They are interested in shopping but their high price sensitivity makes them more likely to respond to sales. They can easily be found online conducting the more mainstream online activities (emailing, using search, researching products, banking and sharing photographs).
InPerson 55%
Opportunity for Advertisers: They are likely to respond to advertising that appeals to an overall leisure and family oriented lifestyle. They can be easily targeted online at sites that offer free online games.
25
26
43% 36% 30% 28% 43% 36% 46% 28% 23% 29% 32% 18% 14% 26% 27% 34% 17% 10%
Commissioned by IGN and Ipsos
51%
Enjoyment/Release
Game Play Motivations
Leisure Habits
h n n h i i h h n h
n i h i h n i i n n h MORE
h h n i h h i i h n
n i i i i i i i i i
h h i n i i i n i n i LESS
Friends & family rely on me for movies, TV, and entertainment news
40%
Online Puzzlers
n AVERAGE
27
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Media Consumption
As seen with gamers overall, all the segments are massive consumers of media, although differences do present themselves. The Traditional Core and Social Troopers are both massive consumers of media, helping to establish the younger Social Troopers as the new hardcore. Overall, their high media consumption highlights the many possible ways to reach them via an integrated marketing campaign. While the Family 3.0 segment does not spend as much time playing games or listening to music, they still spend a good deal of their weekly time online and watching TV.
Weekly Media Consumption by Segment Approximately how much time do you typically spend each week doing each of the following activities? Base: Family 3.0 (n=517), Social Troopers (n=522), Traditional Core (n=469), Weekend Warriors (n=511), Online Puzzlers (n=207)
65 75 81 66 66 Weekly Hours
Online Activities
The Internet is an ideal way to reach gamers, but they differ greatly in their online patronage based on segment. The Family 3.0 and Weekend Warriors are positioned firmly within the Mainstream Activity bucket: they tend to focus on emailing, online surfing, searching, news, research, banking and sharing photographs. As a result, they can be easily targeted with a marketing campaign centered on search engines and national news sources. On the other end of the spectrum are the Social Troopers, who prefer to spend their online time partaking in more social activities and focusing on music and video websites. This segment can easily be reached via sites such as MySpace and YouTube. The Traditional Core segment is positioned in the middle of the spectrum, since they are involved in a broad range of online activities. The Online Puzzlers are likely to be somewhat involved in the more mainstream activities but their distance from the Social Activities and Music & Video related content reveals their disinterest in those activities.
Online Activities by Segment Which of the following Internet activities have you done during the past week? Base: Family 3.0 (n=517), Social Troopers (n=522), Traditional Core (n=469), Weekend Warriors (n=511), Online Puzzlers (n=207)
Note: This chart spatially illustrates the tendency to conduct online activities among the segments. For instance, Social Troopers are much more likely than the other segments to watch video online and download music.
10 13 14 9 6 5 5 3
Family 3.0
17
21 12 16 13 12 6 5 5 3
Traditional Core
9 15
Playing games
14 13 13 7 4 5 2
Social Troopers
13 14 10 6 4 4 2
Weekend Warriors
Talked over a VOIP netowrk Mainstream Activities Researched products Shopped online
17 9 6 4 3 3
Online Puzzlers
On the internet Watching TV Listening to music Using a cell phone Reading books Watching movies at home Reading magazines / newspapers
ONLINE PUZZLERS
Read news Downloaded video Music and Video Gambled online Webcam Listened to music on sites WEEKEND WARRIORS IM Blogging Shared photographs Downloaded music FAMILY 3.0 Surfed internet Watched video on sites Email Social networking SOCIAL TROOPERS Used search engines Social Activities
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30
Purchase Power
Overall, gaming households have significantly higher incomes than non-gaming households, but there are some important differences between the segments based on their overall purchase power and how much they allocate towards games. The Family 3.0 segment is ideally positioned towards advertisers based on its overall purchase power and the amount its members spend on games, related accessories, and hardware. In addition, the depth of their interests and their ability to influence others (both their peers and their children) clearly establishes the Family 3.0 segment as a prime target, regardless of the type of product or service offered. Traditional Core gamers have very high incomes but are less likely to shop for others, limiting their purchase power somewhat. However, Traditional Core gamers spend a lot of money on games and technology in general. The Social Troopers may not have much money at this point in their lives, but they are very influential and the money that they do have, they spend on games and other entertainment products and services.
Purchase Power vs. Videogame Spending (by Segment) Approximately how much money have you spent on video or computer games, gaming accessories, and gaming hardware in the past 6 months? Purchase power is defined as a combination of income, likelihood to shop, household technology purchases and tendency to go on vacation.
High Family 3.0
Mainstream Offerings
Previews of upcoming games ESRB Ratings Interviews Top 10 lists
FAMILY 3.0
Reviews
23%
Online Puzzlers Overall Purchase power
Traditional Core
Screeenshots of games
21%
TRADITIONAL CORE
Online forums/discussions
9%
Weekend Warriors
ONLINE PUZZLERS
23%
Low Low Allocated towards Games
Social Troopers
24%
Hardcore Offerings
Ability to be sent frequent email updates
High
Note: This chart spatially illustrates the relative interest in website offerings among the segments. For instance, ESRB ratings are much more important for the Family 3.0 and Social Troopers than the other segments.
Note: The spacing and positioning of segments on this scale are approximated for visual purposes only. This scale is not based on statistical measurements.
31
32
Helpful Hints
Comparison of IGN to the Ideal Website Thinking about your ideal video and computer gaming website, which of the following features would it offer? Base: Purchasers of Games, Accessories and/or Hardware (n=2,514) What are the primary reasons that you visit IGN? Base: Visited IGN in the past 30 days (n=266)
Other Strengths Key Strengths
Reviews of games Previews of upcoming games Hints and cheats
Use of IGN
Release dates for upcoming games Top 10 lists Online forums/discussions Videos of games being played Maps Interview Blogs Advertisements ESRB Ratings Play online games
Other Opportunities
Key Opportunities
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Appendix
Demographic differences between the segments are clear: Family 3.0 members tend to be a little older, married, and have larger households. Social Troopers are young, single, and usually male. Traditional Core are male and usually in their 20s or 30s. Weekend Warriors are a representative mix of gender, age, and marital status. Online Puzzlers are older, female, and married.
Base: Family 3.0 (n=517), Social Troopers (n=522), Traditional Core (n=469), Weekend Warriors (n=511), Online Puzzlers (n=207)
Family 3.0 Social Troopers Traditional Core Weekend Warriors Online Puzzlers
Gender Male Female Age 12-17 18-24 25-34 35-44 45-54 Marital Status Single Married Divorced People in Household Average 3.3 3.2 3.1 3.5 57% 36% 6% 43% 50% 6% 28% 66% 4% 23% 70% 6% 26% 22% 21% 17% 14% 17% 16% 24% 23% 20% 8% 10% 26% 31% 25% 8% 11% 20% 28% 34% 61% 39% 50% 50% 47% 53% 28% 72%
Gender Male Female Age 12-17 18-24 25-34 35-44 45-54 Marital Status Single Married Divorced People in Household Average 3.5 3.3 3.2 3.2 2.8 35% 57% 7% 77% 18% 3% 55% 39% 5% 43% 50% 6% 26% 62% 12% 16% 12% 27% 29% 17% 42% 28% 14% 9% 7% 16% 29% 28% 16% 11% 18% 14% 25% 24% 20% 4% 8% 20% 22% 47% 44% 56% 65% 35% 65% 35% 57% 43% 35% 65%
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IGN
General Manager: Roy Bahat Senior Vice President of Marketing: Brad Ramsey Senior Vice President of Sales: Charles Barrett
Ipsos MediaCT
Project Research Lead: Adam Wright Project Research Manager: Brian Pickens Project Research Associate: Sarah Jenson Project Consultant: Todd Board
Copyright 2008 IGN Entertainment, Inc. Are You Game is licensed to you by IGN under the terms of the Creative Commons AttributionNonCommercial-ShareAlike 3.0 Unported License. Attribution must be provided to IGN at or near each use of Are You Game. All other rights are reserved by IGN.