Abstract
When Mintel last analysed this market in September 2006, the seventh-generation consoles Xbox 360 and Nintendo Wii were new to the market, with the PS3, beset by problems at the time, about to hit the market. At this time, no-one could have accurately predicted the impact that these consoles would have on gamers and non-gamers alike.
Prior to these consoles, household penetration struggled to rise above the magic 30% figure, and break out of the traditional male, 16-35 age group. However, the introduction of new software concepts in the handheld market (particularly Brain Training) and static console hardware (the Wii controller and Wii Fit) have seen an explosion in interest and participation that has propelled video games into the mainstream.
This report has a heavy focus on consumer analysis and the burgeoning console market and looks at the extraneous factors, both positive and negative, that have had an effect on the market, the strengths and weaknesses of a market going through a transformation, and attitudes towards video games. It also explores the hypothesis of ‘Hardcore versus casual video gamers: can manufacturers target both?'
Main report themes:
- Is the video game market maintaining growth in a period of lower consumer spend?
- What impact has the Nintendo Wii had on the consumer playing base?
- Have static consoles further eroded PC gaming?
- Has network gaming become a major driver in sales?
- How concerned are consumers about the exposure of kids to games with adult themes?
- What are the major barriers to video gaming?
Table of Contents
- Issues in the Market
- Main issues
- Definition
- Abbreviations
- Market in Brief
- Video games surge into the mainstream
- The Wii leads the way, with the PS3 heading off the 360
- The DS well ahead of the PSP mainly thanks to Dr Kawashima
- The rise of ' exergames' ...
- ...and the countdown crowd
- Wii will, Wii will rock you!
- Video games holding up the high street
- Shifting company performances
- Nearly all kids loves games...
- ...and most adults too
- 2009, the year of the PS3?
- Internal Market Environment
- Key points
- The Byron Report to lord it over the industry?
- Promoting peace in video games
- Piracy and second-hand sales
- PC Gaming Alliance (PCGA)
- Medical benefits of video games
- Intrinsic benefits of games
- The Wii Fit phenomenon
- Broader Market Environment
- Key points
- A rare recession-proof sector
- Figure 1: Trends in personal disposable income and consumer expenditure,
2003-13
- Age and lifestage structure of the population
- Figure 2: Trends in the age structure of the UK population, by gender,
2003-13
- The ever-increasing gift market
- Lifestage trends no longer a barrier
- Figure 3: Forecast adult population trends, by lifestage, 2003-13
- Falling prices helping increased penetration
- Figure 4: Forecast adult population trends, by socio-economic group,
2003-13
- Broadband expansion
- Figure 5: British internet penetration at home, work, place of study or
elsewhere, 2001-07
- What are people doing online?
- Figure 6: Types of activity undertaken on the internet in the past three
months, 2003-07
- Competitive Context
- Key points
- Figure 7: Consumer expenditure on selected leisure goods and activities,
2002-07
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Market Size and Forecast
- Key points
- Total sales of video game hardware and software
- Figure 8: Sales of video game hardware/software, 2003-13
- 2003-05: Pre Wii and PS3
- 2006-08: Recession-proof sector
- 2009-13: Rise of new machines?
- Segment Performance
- Key points
- Sales split by hardware and software
- Figure 9: Hardware and software sales, at current prices, 2003-13
- Figure 10: The relationship between hardware and software sales, 2003-13
- Market Share
- Key points
- Installed hardware base
- Figure 11: Hardware installed base, by volume, by platform, 2005 and 2008
- Masterbrands' share
- Figure 12: Usage of Sony, Nintendo and Microsoft video game brands,
April 2008
- Figure 13: Brand momentum of Sony, Nintendo and Microsoft, April 2008
- Companies and Products
- Key points
- Overview
- Nintendo
- Sony
- Microsoft
- Future analysis
- Software publishers
- Activision Blizzard
- Codemasters
- EA
- Infogrames Entertainment
- SCi Entertainment Group (SEG)
- Take-Two
- THQ
- Ubisoft
- Kids and Video Games
- The ubiquity of games
- Figure 25: 7-19-year-olds' ownership and usage of computer/video and
handheld game consoles (including online gaming), 2007
- Popular genres
- A significant number buy their own games
- Figure 26: Who buys most of the games for 7-19-year-olds, 2007
- Number of games bought and frequency of play
- Figure 27: Number of games bought and frequency of play, by
7-19-year-olds, 2007
- The impact of advertising on kids
- Figure 28: Video game advertising awareness among 7-19-year-olds, 2007
- Type of Adult Gamer
- Figure 29: Classification of video gamers, 2006 & 2008
- Is there a gender gap?
- All about the green?
- Potential among the middle agers
- Static Console Ownership
- Figure 30: Static console ownership, May 2008
- Distinguishing serious gamers by static console hardware
- Figure 31: Type of gamer, by static console ownership, May 2008
- Handheld Console Ownership
- Figure 32: Handheld console ownership, May 2008
- Distinguishing serious gamers by handheld console hardware
- Figure 33: Type of gamer, by handheld console ownership, May 2008
- PC Gamers
- Figure 34: PC ownership, May 2008
- PC usage among kids
- Figure 35: 7-19-year-olds' use of computers, 2007
- PC and Handheld Gaming Attitudes
- Figure 36: PC and handheld gaming attitudes, May 2008
- Has the tide turned for PC gaming?
- General attitudes by console ownership
- Figure 37: PC and handheld gaming attitudes, by type of gamer, May 2008
- Game Genres
- Figure 38: Favourite video game genres, May 2008
- Favourite genre by static console ownership
- Figure 39: First choice video game genres, by static console ownership,
May 2008
- Favourite genre by handheld console ownership
- Figure 40: First choice video game genres, by handheld console
ownership, May 2008
- Video Game Target Groups
- Gaming Gurus
- New Gamers
- PC Preference
- Apathetic Players
- Target groups by demographic analysis
- Figure 47: Video game target groups, by demographic sub-group, May 2008
- PS3 and Xbox360 more likely to attract Gaming Gurus
- Figure 48: Video game target groups, by ownership of hardware, May 2008
- Video gaming target groups by consoles owned
- Figure 49: Video game target groups, by console ownership, May 2008
- Video gaming target groups by favourite genres
- Figure 50: Video game target groups, by favourite genres, May 2008
- Multi-console ownership
- Figure 51: Number of static consoles owned or in household, by brand,
May 2008
- Figure 52: Number of handheld consoles owned or in household, by brand,
May 2008
- The breakthrough of the Nintendo brand
- Figure 53: Brand ownership of video game platforms, May 2008
- Appendix - Type of Adult Gamer
- Classification of video gamers by demographic analysis
- Figure 54: Classification of video gamers, by demographic sub-group, May
2008
- Appendix -- PC Gamers
- Figure 55: PC ownership, by demographic sub-group, May 2008
- Appendix -- PC and Handheld Gaming Attitudes
- Figure 56: Most popular PC and handheld gaming attitudes, by demographic
sub-group, May 2008
- Figure 57: Next most popular PC and handheld gaming attitudes, by
demographic sub-group, May 2008
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