Abstract
This report covers sales of new video game consoles and software for the following gaming platforms: Sony PS2 and PS3; Microsoft Xbox and Microsoft Xbox360; Nintendo GameCube and Nintendo Wii.
Due to the investment required to keep pace with innovation, the console market is dominated by only three players--Sony, Microsoft and Nintendo. The software market is dominated by Electronic Arts. Market participants advertise and promote products heavily at the E3 conference, in traditional media, and via non-traditional promotional efforts like viral marketing.
The market is no longer the sole province of teen and college-age boys--40% of U.S. households own a gaming console. According to a review of Simmons NCS data, black respondents have the highest rates of household ownership and multi-platform ownership. They also purchase the most games in a given 12-month period compared to other racial/ethnic groups. Mintel�fs own research shows minorities carrying greater interest in using the gaming console for a wide array of activities, rather than just for playing traditional games.
The future is expected to be brighter than the past, resulting from four factors: 1) sales of next generation consoles at higher per unit costs, 2) purchase of games for next generation consoles including new content and next generation compatible versions of existing games, 3) increase in in-game advertising, and 4) increase in revenue from online gaming services (subscription fees, purchases of downloadable games or additional content, etc.).
In this report, Mintel clearly identifies the principal external factors driving or curtailing growth. Exclusive consumer research reveals the attitudes, needs and behavior of consumers, with analysis broken down both by demographic characteristics, and by segment.
Six years of specific sales data provide a factual and impartial presentation of the market as a whole. Mintel also evaluates the performance of individual sectors in the market, and provides information about the major companies and brands. Using the SPSS forecasting package, Mintel creates a five-year forecast of U.S. retail sales, revealing potential opportunities for growth and product development.
Table of Contents
- Introduction and Abbreviations
- Introduction
- Date of last report
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Sales slow in transition to next-generation consoles
- Holiday period is critical
- Next-generation consoles arrive
- Product innovation
- Minorities, teens, and higher-income households drive market
- Big names dominate the market
- Adspend to increase in 2006
- Traditional retail distribution prevails; online distribution lurks for
software
- Consumers own multiple platforms and use them for multiple purposes
- Future is in the hands of next-generation consoles and games
- Two years of growth ahead
- Market Drivers
- New consoles drive sales
- Game sales slow when consumers wait for new consoles
- Internet subscription services expand product desirability
- New games expand gaming to non-core consumers
- Launch and holiday periods are critical
- Used games/rentals
- Figure 1: Top video game rentals for week ended 4/23/06
- Synergies between games, movies, and sports drive game sales
- Community-based media outlets promote interest in gaming
- In spite of increasing competition for leisure time, time spent gaming is
rising
- Figure 2: Hours per person per year using consumer media--U.S.,
1998-2008
- Demographic influences
- Household income
- Figure 3: Video game penetration and average amount spent on video
games, by household income, January-September 2005
- Figure 4: Distribution of households, by income, 1999 and 2005
- Age
- Figure 5: Video game penetration, by age, January-September 2005
- Figure 6: U.S. population, by age, 2000-10
- Figure 7: Total number of gamers in the U.S., by age, 2005 and 2010
- Race
- Figure 8: Video game penetration, by race/ethnicity, January-September
2005
- Figure 9: U.S. population, by race/ethnicity, 2000 and 2010
- Figure 10: Total number of gamers in the U.S., by race/ethnicity, 2005
and 2010
- Market Size and Trends
- Figure 11: Total U.S. retail sales of new video game consoles, games
and in-game advertising, at current and constant prices, 2002-05
- Figure 12: Graph: U.S. retail sales of new video game consoles, games
and in-game advertising, at current and constant prices*, 2002-05
- Market Segmentation
- Overview
- Figure 13: Video game consoles and games and in-game advertising
revenue, segmented by type, 2003 and 2005
- Figure 14: Video game consoles and games and in-game advertising
revenue, 2005
- Console games
- Figure 15: Sales of console game software, at current and constant
prices, 2002-05
- Figure 16: Top-selling console games, by units sold, 2005
- Console hardware
- Figure 17: Sales of console hardware, at current and constant prices,
2002-05
- In-game advertising
- Figure 18: Revenue from in-game advertising, at current and constant
prices, 2002-05
- Supply Structure
- Overview
- Console hardware
- Figure 19: Manufacturer unit sales of game consoles in the U.S., 2003
and 2005
- Figure 20: Graph: Share of console sales, 2003 and 2005
- Console game software
- Figure 21: U.S. market share of games, by publisher for
current-generation consoles--life-to-March 2005*
- Company profiles--console manufacturers
- Microsoft Corporation
- Nintendo of America
- Sony Computer Entertainment America, Inc.
- Company profiles--software developers and publishers
- Activision
- Electronic Arts
- LucasArts Entertainment Company
- Take-Two Interactive
- THQ, Inc.
- Advertising and Promotion
- Introduction
- Figure 22: Advertising expenditures for selected video game brands,
2003-05*
- Figure 23: Graph: Advertising expenditures for selected video game
brands, 2003 and 2005*
- Companies and brands
- Microsoft
- Figure 24: Television Spot "Jump Rope" for Xbox 360, 2005
- Figure 25: Television Spot "FunBox" for Xbox game titles, 2005
- Sony
- Nintendo
- Figure 26: Television Spot "Sonic Riders" for Nintendo GameCube, 200?
- Electronic Arts
- Take-Two
- Retail Distribution
- Introduction
- Figure 27: Retail channel preferences for console hardware and game
purchases, June 2006
- Figure 28: Retail outlet used for most recent console or game purchase,
June 2006
- Figure 29: Graph: Retail outlet used for most recent console or game
purchase, June 2006
- Retailer profiles
- Wal-Mart
- Best Buy
- GameStop
- Target
- eBay
- Amazon
- The Consumer
- Introduction
- Summary
- Adults
- Video console penetration
- Figure 30: Video game console ownership, by selected demographics,
January-September 2005
- Figure 31: Married couples cohorts
- Platform ownership trends and preferences
- Figure 32: Selected video game console ownership, 2002-05
- Figure 33: Types of video game consoles owned, by age,
January-September 2005
- Purchase plans for next-generation offerings
- Primary gamer
- Figure 34: Primary gamer, by gender, June 2006
- Genre of games preferred
- Figure 35: Game genre preferences, by age, January-September 2005
- Game purchases
- Figure 36: Number of games purchased per year, demographic profile,
January-September 2005
- Figure 37: Graph: Incidence of console ownership and software purchase
rate, by age, January-September 2005
- Figure 38: Number of games purchased in last year, by console platform,
June 2006
- Trusted sources for learning about new games
- Figure 39: Influencers of the buying decision, by age, June 2006
- Figure 40: Influencers of the buying decision, by relationship to the
gaming console, June 2006
- Figure 41: Influencers of the buying decision, by household income,
June 2006
- Uses and desires for game consoles
- Figure 42: Current and future uses of the video console, June 2006
- Gamer beliefs and behaviors
- Figure 43: Perceptions of product scope and diversity, by age, June 2006
- Figure 44: Buying behavior, by age, June 2006
- Figure 45: Attitudes toward games and consoles, by age, June 2006
- Figure 46: Attitudes and awareness of in-game advertising and related
marketing offerings, by age, June 2006
- Teens
- Video game usage
- Figure 47: Teen video game usage, by selected demographics,
January-September 2005
- Platform experience
- Figure 48: Platform experience and location of game play, June 2006
- Genre of games preferred
- Figure 49: Game genre preferences, by gender and age, January-September
2005
- Hours played
- Figure 50: Hours played by teens, by gender and age, January-September
2005
- Number of games purchased
- Figure 51: Number of games purchased in last year by teens, by selected
demographics, June 2006
- How game machines are/could be used
- Figure 52: Teen current and future uses of the video console, June 2006
- Teen opinions and behaviors
- Figure 53: Teen game beliefs and behaviors, by gender, June 2006
- Sources of game recommendations
- Figure 54: Sources of information about new games, by gender, June 2006
- Game perceptions
- Figure 55: Teen gaming perceptions, by gender, June 2006
- Interest in next-generation products
- Figure 56: Teen purchase intent for next-generation products, by
gender, June 2006
- Kids
- Figure 57: Genre preferences of kids, by gender, January-September 2005
- Race/ethnicity
- Video game ownership
- Figure 58: Video game console ownership, by race/ethnicity,
January-September 2005
- Figure 59: Types of video game consoles owned, by race/ethnicity,
January-September 2005
- Figure 60: Types of video game consoles owned, by race/ethnicity,
January-September 2005
- Genre of games preferred
- Figure 61: Game genre preferences, by race/ethnicity, January-September
2005
- Purchase frequency
- Sources for learning about new games
- Figure 62: Influencers of the buying decision, by race/ethnicity, June
2006
- How consoles are used
- Figure 63: Current and future uses of the video console, by
race/ethnicity, June 2006
- Gaming opinions
- Figure 64: Perceptions of product scope and diversity, by
race/ethnicity, June 2006
- Figure 65: Buying behavior, by race/ethnicity, June 2006
- Figure 66: Attitudes toward games and consoles, by race/ethnicity, June
2006
- Figure 67: Attitudes and awareness of in-game advertising and related
marketing offerings, by race/ethnicity, June 2006
- Hours played by teens and kids, by race/ethnicity
- Future and Forecast
- Future trends
- Industry strength depends on smoothness of transition
- Higher prices for consoles and games could constrain unit sales
- Figure 68: Next-generation console and games launch prices, 2006
- Here comes Microsoft
- Game consoles are not just for gaming anymore
- In-game advertising will reach the console
- Online gaming services become a greater part of console gaming
- Lower-priced, shorter-format games
- Market forecast
- Video game consoles, games, and in-game advertising
- Figure 69: Forecast of total U.S. sales of video game consoles, games,
and in-game advertising, at current and constant prices, 2005-07
- Figure 70: Forecast of total U.S. sales of video game consoles, games,
and in-game advertising, at current prices 2005-07
- Forecast factors
- Appendix: Trade Associations
- Appendix: Simmons Cohorts
- Figure 71: Married couples cohorts
- Figure 72: Single women cohorts
- Figure 73: Single men cohorts
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