A view from the marketplace

Games now and going

forwards

Copyright © GameVisionEurope Ltd Mar 2009 All rights

 GameVision/SomeRese
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
Copyright © GameVisionEurope Ltd Mar 2009 All rights
 The Market Now

Copyright © GameVisionEurope Ltd Mar 2009 All rights

 Whole Market – UK

All breathers who are six or older =

55.3m
Active Gamers
16.7m
GB 0.9m DS 5.8m
Non Lapse PS3 2m
buying d 5.6m XB360
gamer
s 3.8m 2.3m Wii 6.1m
PSP 2m

PS2 PC 3.9m
Copyright © GameVisionEurope Ltd Mar 2009 All rights
 Active gamers by age group - UK

Copyright © GameVisionEurope Ltd Mar 2009 All rights

 Active gamers as part of total
population - UK

Copyright © GameVisionEurope Ltd Mar 2009 All rights

Copyright © GameVisionEurope Ltd Mar 2009 All rights
Copyright © GameVisionEurope Ltd Mar 2009 All rights
 Gamer Commitment
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
Marginals
Loyalists Magpies

per day
(26%)
18% 15% Magpies

Dabblers
(15%)

Average hours spent playing games

Dabblers

Up to one
hour per
Dabblers (22%)

day
22%

One hour per day

Marginals Loyalists Hardcore

or more
26% (18%) (19%)

Copyright © GameVisionEurope Ltd Mar 2009 All rights

 Gamer commitment over
time Trends in Gamer Commitment
70,000
5,463
60,000 16,904 19,010 21,330
9,168
50,000 6,981
8,366
14,058
5,749 9,445 13,110 14,520
40,000 7,936
4,842
7,936 16,550
7,038 7,067 8,719 9,751
30,000 11,140 8,790
8,461
9,789 6,293
11,508
20,000 11,766
11,800
9,149 9,502 14,170
5,195
24,438
10,000 13,914 12,635
11,460 10,677 10,963 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

Copyright © GameVisionEurope Ltd Mar 2009 All rights

 Hours of gaming per week
- UK
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 hoursor
hour hours hours hours more

Copyright © GameVisionEurope Ltd Mar 2009 All rights

 Type of play by sex
80.0%

70.0%

60.0%

50.0%

40.0%

30.0%
Male
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%

Femal
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
e
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

Playalone offline Playwith friends offline Playalone online Play with or against other people online

Copyright © GameVisionEurope Ltd Mar 2009 All rights

 Recent Trends– Active
Gamers
The game-buying public has changed
massively recently. It’s now…

More Casual

More Female

Older

Copyright © GameVisionEurope Ltd Mar 2009 All rights

 The games they play most – by
sex UK
Males Females

% Played % Played
Play in last 6 Play in last 6
Game Ranking months % Aware Game Ranking months % Aware
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%

Copyright © GameVisionEurope Ltd Mar 2009 All rights

 Games they enjoy the most by sex
- UK
Top 20: Males Top 20: Females

Enjoyment Mean % Excellent Modal Enjoyment Mean % Excellent Modal

Game ranking score (9 or 10) score Game ranking score (9 or 10) score
Football Manager 1 8.8 60.4% 10 Wii Fit 1 8.9 106.5% 10
Zelda 2 8.3 66.6% 9 Rock Band 2 8.3 56.7% 10
Colin McRae or DIRT 3 8.2 32.2% 8 42 All Time Classics 3 8.2 21.1% 9
Call of Duty 4 8.2 50.4% 10 Resident Evil 4 7.9 46.0% 5
Half Life 5 8.1 31.8% 8 Buzz! 5 7.9 66.8% 9
Medal of Honor 6 8.1 37.1% 8 Wii Sports 6 7.8 28.4% 8
Wii Sports 7 8.0 36.4% 9 Scrabble 7 7.8 53.4% 5
Mario and Sonic at the Olympics 8 7.8 41.9% 7 Mario Kart 8 7.7 33.6% 7
Mario Kart 9 7.8 25.1% 8 SingStar 9 7.7 96.0% 9
Rayman 10 7.8 55.1% 3 Tetris 10 7.7 55.5% 8
Conflict 11 7.8 59.1% 10 Crash Bandicoot 11 7.6 29.5% 8
Rollercoaster Tycoon 12 7.7 27.5% 7 Burnout 12 7.6 71.5% 9
Rainbow Six 13 7.7 23.1% 8 The Sims 13 7.6 80.2% 9
Big Brain Academy 14 7.7 18.3% 7 Jak & Daxter 14 7.5 19.8% 7
Crash Bandicoot 15 7.6 27.4% 6 Lara Croft - Tomb Raider 15 7.5 20.2% 9
Gears of War 16 7.6 37.7% 9 Wii Play 16 7.4 42.7% 10
Donkey Kong 17 7.6 67.9% 10 Zelda 17 7.3 22.4% 6
GTA/Grand Theft Auto 18 7.6 30.8% 7 EyeToy 18 7.3 88.2% 7
Championship Manager 19 7.6 45.3% 9 Nintendogs 19 7.1 24.0% 9
Silent Hill 20 7.6 41.9% 10 Cooking Mama 20 7.1 34.8% 8

Copyright © GameVisionEurope Ltd Mar 2009 All rights

 The Next Market

Copyright © GameVisionEurope Ltd Mar 2009 All rights

 Why do gamers game?
Gamers want to do something that intrigues


them in a way that is fun.

 Our industry calls the “way that is fun” bit

Acquiring
new skills

Testin
g skills

Copyright © GameVisionEurope Ltd Mar 2009 All rights

 What does gameplay give us? Thrills
Surprise
Discovery
Challenge Learning
Progress Preparation
Improveme Being
nt Acquirin better
Starting g new
skills
something
new Proving
Testi Self
ng
skills Immersion
Focus
Proficiency

Celebration
Proof of Release
Self worth Satisfaction
Given Conquering
something you
want
Copyright © GameVisionEurope Ltd Mar 2009 All rights
 Is that it then? Just thrills…

No – games are now starting to

offer to satiate desires outside of gaming.

Lets start with everything…

Copyright © GameVisionEurope Ltd Mar 2009 All rights

 Everything that everybody

Copyright © GameVisionEurope Ltd Mar 2009 All rights

 What games used to

Copyright © GameVisionEurope Ltd Mar 2009 All rights

 What games are now starting to
offer...

Copyright © GameVisionEurope Ltd Mar 2009 All rights

 ...in conclusion
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

Copyright © GameVisionEurope Ltd Mar 2009 All rights