美國電視遊戲市場

Abstract

As sequels to popular games continue to succeed, gaming has also taken on a whole new look. The Nintendo Wii has enticed gamers off the couch to play virtual tennis and golf with its motion-sensor controller, and Activision' s Guitar Hero has transformed gamers into rock stars. Online gaming revenue has increased thanks to subscriptions to the blockbuster MMOG World of Warcraft, online services for each console platform, and an uptick in casual game downloads. Mobile phone gaming has also taken hold via new generation of game-friendly phones. Only PC game sales have slowed, as console gaming and video piracy tarnished its luster. This report includes insights into:

• Alternatives to the pricing model for game sales
• The role of game franchises in sales growth
• Brand qualities of the leading game companies
• Opportunities for innovation
• The role of piracy in the PC segment
• The hold of traditional retailing on game sales
• Consumer opinions and preferences about game platforms and advertising/promotion
• Future opportunities in game development, game marketing and promotion

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Data sources
• Consumer survey data
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Key themes and findings
• Video game sales are hot despite troubles in PC gaming
• Industry is highly competitive, innovation driven
• Wal-Mart, Game Stop are the preferred retailers
• A handful of companies dominate video game sales
• PR, and community based marketing and promotion
• Highlights from the consumer research
• Market Size and Forecast
• Key points
• Console games are expensive, inspiring new business models
• U.S. sales
  • Figure 6: Total U.S. sales and forecast of video games at current prices, 2002-12
  • Figure 7: Total U.S. sales and forecast of video games, at inflation adjusted prices, 2002-12
• Competitive Context
• Game software revenue surpasses music and movies and is growing faster
  • Figure 8: U.S. sales of video games, music & movies, 2005 and 2007
• Competition from gaming and non-gaming leisure pursuits
  • Figure 9: Favorite leisure activities, by gender, March 2007
  • Figure 10: Favorite leisure activities of male adults and teens, March 2007
  • Figure 11: Favorite leisure activities of female adults and teens, March 2007
• Competition for share of spending
  • Figure 12: Products teens spend allowance on, by gender, 2005 and 2007
• Free PC gaming
  • Figure 13: Gaming platforms used, and types of game played, by age, May 2008
• Segment Performance
• Key points
• Game segments complementary, yet new consoles steal focus
• Online and wireless options broader and more prevalent
• Free gaming business models help curtail PC gaming growth
• Segment growth and change in share 2005-07
• Video games sales, by segment
  • Figure 14: U.S. sales and forecast sales of video games, at current prices, by segment, 2002-12
  • Figure 15: U.S. sales of video games, share and growth by segment, 2006 and 2008
• Segment Performance--Console Games
• Key points
• Console game sales are cyclical and hit driven
• Handheld games sales are strong
• Console game sales
  • Figure 16: U.S. sales and forecast sales of console and handheld games, 2002-12
  • Figure 17: U.S. unit sales of console and handheld games, share and growth by segment, 2005 and 2007
• Segment Performance--PC Games
• Key points
• PC gamers have alternatives to packaged software
• PC game sales
  • Figure 18: U.S. sales and forecast sales of PC games, 2002-12
• Segment Performance--Online Games
• Key points
• Online capabilities
  • Figure 19: Internet service, and presence of a personal computer, 2003-07
• Many different business models
• A star is born
• Online game sales
  • Figure 20: U.S. sales and forecast sales of online games, 2002-12
• Segment Performance--Mobile Phone Games
• Key points
• Growth is substantial, but barriers loom
• One in four teens and one in six adults plays mobile games
• Wireless game sales and subscribers
  • Figure 21: U.S. sales and forecast sales of wireless games, 2002-12
  • Figure 22: U.S. wireless game subscribers, 2002-12
• Retail Channels
• Key points
• Video game buyers shop in person
• Potential of downloadable games has not yet been reached
• Online downloading for casual games more established
  • Figure 23: Purchase methods for buying video games, May 2008
• Market Drivers
• New consoles drive sales
  • Figure 24: U.S. sales of video game consoles and software (excluding handhelds), 2005-07
• Franchises keep delivering
  • Figure 25: Selected worldwide best selling console games, by franchise and generation
• Holiday sales
  • Figure 26: U.S. console (including handheld) software sales in 2007, by month
• WOM central to sales
  • Figure 27: Information sources for games, by gender, May 2008
  • Figure 28: Social gaming, by gender, May 2008
• Used games/rentals
• Community-based outlets promote interest
  • Figure 29: Attitudes to game marketing, by gender, May 2008
  • Figure 30: Impact of marketing/branding and association with game tournaments, May 2008
  • Figure 31: Impact of marketing/branding and association with game tournaments, by presence of children, May 2008
• Free gaming as a driver for future sales
  • Figure 32: Gaming platforms used, and types of game played, by age, May 2008
• Battle of the bulge and fitness
• Leading Companies
• Overview
• Online gaming
• Console gaming--exclusive platform vs. cross-platform
• A few companies account for the majority of revenues/unit sales
• Mergers
• Unit sales by company for console and handheld games
  • Figure 33: Sales of console games (including handheld games) by publisher, 2006 and 2007
  • Figure 34: Leading U.S. console titles for Wii, XBox 360 and PS3 by publisher/title (totals), to date, June 2008
• Handheld games
  • Figure 35: Leading (selected) U.S. handheld titles for DS, PSP and GBA, by publisher/title (totals), to date, June 2008
• PC games
• Online gaming
• Leading MMOGs
  • Figure 36: Leading MMOGs Worldwide, by number of subscribers and by publisher/title, 2007/08
• Casual games
• Wireless games
  • Figure 37: Verizon Wireless top mobile games introduced in 2007
• Brand Qualities
• Nintendo
• Electronic Arts (EA)
• Activision
• Microsoft
• Blizzard Entertainment
• Innovation and Innovators
• Nintendo
• Electronic Arts
• Activision/Guitar Hero III
• Sony/Konami
• Jagex/Runescape
• Casual games sector
• Advertising and Promotion
• Overview
• Advertising themes
• Ads with game clips predominate
  • Figure 38: Lego Indiana Jones: The Original Adventures television ad, 2008
  • Figure 39: Final Fantasy VII: Crisis Core television ad, 2008
  • Figure 40: The Sims 2 Expansion Pack television ad, 2008
• Some ads are akin to movie trailers
  • Figure 41: Grand Theft Auto 4 television ad, 2008
  • Figure 42: Metal Gear Solid 4 television ad, 2008
  • Figure 43: Call of Duty 4 television ad, 2008
• Humor and dramatizations help convey the gaming experience
  • Figure 44: Battlefield: Bad Company television ad, 2008
  • Figure 45: World of warcraft television ad, 2007
  • Figure 46: Madden NFL ' 08 television ad, 2007
  • Figure 47: Guitar hero television ad, 2008
• Wii promotes its controller
  • Figure 48: Big brain academy Wii degree television ad, 2007
  • Figure 49: Harry Potter & the Order of the Phoenix Wii television ad, 2007
  • Figure 50: MarioKart Wii television ad, 2008
  • Figure 51: Nintendo Brain age 2 television ad, 2007
• Usage
• Four in ten adults play, only two in ten buy
• Playing
  • Figure 52: Adults and teens who own or play video games, key demographics, January-November 2007
• Nearly all teen boys play video games
  • Figure 53: Teens who play video games, key demographics, May 2006-June 2007
• Buying
  • Figure 54: Incidence of adults purchasing video games, by age, January-November 2007
  • Figure 55: Incidence of adults purchasing video games, by presence of children, January-November 2007
• Buying for others
• Kids drive sales
• Women' s gaming nights
  • Figure 56: Last video game purchase bought for whom, by gender, January-November 2007
• 18-24s most likely to buy for themselves
  • Figure 57: Last video game purchase bought for whom, by age, January-November 2007
• Incidence of buying for children holds, even for households without children
  • Figure 58: Last video game purchase bought for whom, by presence of children, January-November 2007
• Genre Preferences
• Genre preference vary dramatically by gender and age
  • Figure 59: Type of games played, by gender, January-November 2007
  • Figure 60: Type of games played, by age, January-November 2007
• Teen girls keen on arcade/classic, racing, strategy, and puzzle games
  • Figure 61: Type of games played by teens, by gender and age, May 2006-June 2007
• Volume and Value of Purchasing
• Adults buy twice as many games as they rent
  • Figure 62: Number of games per capita bought or rented, adults by gender, January-November 2007
• Grandpa and me gaming nights
  • Figure 63: Number of games per capita bought or rented, teens and adults by age, January-November 2007
• Boys 12-14 buy and rent more than any other age group,
  • Figure 64: Number of games per capita bought or rented, teens by gender and age, May 2006-June 2007
• Spending on video games
• One in five adults bought a game in the past 12 months
  • Figure 65: Per capita spending on video games, by gender, January-November 2007
• 25-44s spend the most
  • Figure 66: Per capita spending on video games, by age, January-November 2007
• Usage Among Children
• Boys are a committed customer group; girls may be underserved
  • Figure 67: Video games in relation to other entertainment, children by age and gender, January-November 2007
• Boy and girl players play online games at about equal frequency
  • Figure 68: Frequency of online gaming by kids, by age and gender, January-November 2007
• Boys spend their allowance on games
  • Figure 69: Choices for allowance spending by kids, by age and gender, January-November 2007
• Teens and Video Games
• Teen boys buy/receive twice as many games as teen girls
  • Figure 70: Average number of games bought and received by teens, by gender, April 2008
• Teen boys spend 12 hours per week gaming
  • Figure 71: Average hours spent playing video games per week, teens by gender, April 2008
• Teen platforms played
  • Figure 72: Game platforms owned or played by teens, by gender, May 2006-June 2007
• Interests differ by gender
  • Figure 73: Gaming platforms used, and types of game played, teens by gender, April 2008
• Marketing to Teens
• Teen boys give WOM a voice
  • Figure 74: Teen attitudes toward new games and info sources about new games, by gender, April 2008
  • Figure 75: Teen attitudes toward new games and info sources about new games, by age, April 2008
• Teens keen on variety
  • Figure 76: Teen attitudes to games, by gender, April 2008
• Attitudes Among Adults
• Half of men the primary gamer in the household
  • Figure 77: Adults' attitudes toward video games, by gender, May 2008
• Fun for the whole family
  • Figure 78: Parenting and gaming, by gender, May 2008
• Encouraging Non-gamers to join the Fun
  • Figure 79: What would motivate non-players to play video games, by age, May 2008
  • Figure 80: What would motivate non-players to play video games, by household income, May 2008
• Interest in ' Exergaming'
  • Figure 81: Interest in ' exergaming' , by gender, May 2008
• Race and Ethnicity
• Key points
• Usage
  • Figure 82: Participation in video gaming, by race/ethnicity, January-November 2007
  • Figure 83: Gaming platforms used, and types of game played, by race/ethnicity, May 2008
  • Figure 84: Game related activities, by race/ethnicity, May 2008
  • Figure 85: Game platforms owned or played, by race/ethnicity, January-November 2007
• Genre preference
  • Figure 86: Type of games played, by gender, January-November 2007
• Buying and renting games
  • Figure 87: Number of games bought or rented per capita, by race/ethnicity, January-November 2007
• Spending
  • Figure 88: Spending on video games, by race/ethnicity, January-November 2007
• Kids
  • Figure 89: Frequency of online gaming by kids, by race/ethnicity, January-November 2007
  • Figure 90: Choices for allowance spending by kids, by race/ethnicity, January-November 2007
• Information sources
  • Figure 91: Information sources for games, by race/ethnicity, May 2008
• Attitudes and motivations
  • Figure 92: Attitudes to new games, by race/ethnicity, May 2008
• Converting the non-gamer
  • Figure 93: What would motivate non-players to play video games, by race/ethnicity, May 2008
• Interest in ' exergaming'
  • Figure 94: Interest in ' exergaming' , by race/ethncity, May 2008
• Appendix: Type of Games Played
  • Figure 115: Gaming platforms used, and types of game played, by gender, May 2008
  • Figure 116: Gaming platforms used, and types of game played, by household income, May 2008
  • Figure 117: Gaming platforms used, and types of game played, by presence of children, May 2008
• Interest in ' exergaming'
  • Figure 118: Interest in ' exergaming' by household income, May 2008
  • Figure 119: Interest in ' exergaming' by presence of children, May 2008
• Appendix: When Games are Purchased
• Key points
  • Figure 120: When do you buy a new game, January-November 2007
  • Figure 121: When do you buy a new game, adults and teens by age, January-November 2007
• When teens purchase games
  • Figure 122: When do you buy a new game, by teen age and gender, May 2006-June 2007
• Buy/acquire/rent
  • Figure 123: Gaming bought/acquired/rented by platform, May 2008
• Appendix: Additional Teen Consumer Tables
• Usage
  • Figure 124: Game platforms owned or played by teens, by age & gender, May 2006-June 2007
• Teens--Hours spent playing video games by platform
  • Figure 125: Hours spent playing video games by teens, by type and gender, May 2006-June 2007
  • Figure 126: Hours spent playing video games by type, by age and gender, May 2006-June 2007
• Games played online
  • Figure 127: Usage of video games played on the internet by teens, by age and gender, May 2006-June 2007
• Teen leisure activities
  • Figure 128: Leisure activities of teens, by age and gender, January-November 2007
• Teen attitudes and information sources for new games
  • Figure 129: Attitudes and information sources for new games, by age, April 2008
• Appendix: Genre Preferences Among Adults
• Genre preferences--adults
  • Figure 130: Type of games played, by gender, January-November 2007
  • Figure 131: Type of games played, by gender, January-November 2007
• Appendix: Timing for Buying a New Video Game
  • Figure 132: When do you buy a new game, by household income, January-November 2007
  • Figure 133: When do you buy a new game, by presence of children, January-November 2007
• Appendix: Average Spend of Households with Children
  • Figure 134: Spending on video games, by presence of children, January-November 2007
• Appendix: Video Games Compared to Other Forms of Entertainment for Kids, by Race/Ethnicity
  • Figure 135: Kids attitudes to video games, and in relation to other entertainment, by race/ethnicity, January-November 2007
• Appendix: Adult Incidence and Frequency of Usage by Platform
  • Figure 136: Average times game played by adults, by platform and gender, January-November 2007
• Usage of video games by platform
  • Figure 137: Own or play, by platform by gender, January-November 2007
  • Figure 138: Own or play, by platform, by age, January-November 2007
  • Figure 139: Own or play, by platfom, by race/ethnicity, January-November 2007
  • Figure 140: Own or play, by platform, by household income, January-November 2007
  • Figure 141: Own or play, by platform, by presence of children, January-November 2007
• Appendix: Future Video Gaming Interests
  • Figure 142: Future gaming interest, by race/ethnicity, May 2008
  • Figure 143: Future gaming interest, by household income, May 2008
• Appendix: Personal Consumption versus Buying for Others
  • Figure 144: Games bought/acquired/rented/gifts, by gender, May 2008
  • Figure 145: Games bought/acquired/rented/gifts, by age, May 2008
  • Figure 146: Games bought/acquired/rented/gifts, by household income, May 2008
  • Figure 147: Games bought/acquired/rented/gifts, by presence of children, May 2008
  • Figure 148: Games bought/acquired/rented/gifts, by race/ethnicity, May 2008
• Appendix: Sources of Information by Presence of Children
  • Figure 149: Information sources for games, by presence of children, May 2008
• Appendix: Time of Purchase, by Race/Ethnicity
  • Figure 150: When do you buy a new game, by race/ethnicity, January-November 2007
• Appendix: Trade Associations