Chapter 1 Executive Summary
Background
Introduction
Overview of the Report
Scope and Methodology
Scope of the Market
Methodology
Trends and Opportunities
American Consumers Escape into Video Games as Hard Times Get Harder
Adults Take to Video Games in Increasing Numbers
Video Games Appeal to All Age Groups
Casual Games Drive Change in Videogamer Demographics
Nintendo in Forefront of Gaming Revolution
Video Games Now Offer More than Just Fun
Video-Game Ads Expected to Grow Dramatically
Gamers Offer Many Opportunities for Retailers
Overview of the Market
Gamer Population Totals 114 Million
Videogamers Generate Annual Income of $4 Trillion
Video-Game Purchases Will Reach $10 Billion in 2013
Older Age Groups and Women Expected to Spark Growth in Videogamer Market
Profile of Adult Video-Game Players
Video Games Appeal to All Ages
Half of Videogamers Are Women
Videogamers Have Different Demographic Profile
Gender Drives Choice of Games
Gaming Habits of Moderate and Occasional Players Differ from Those of Avid Players
Gameboy and Nintendo Draw More Female Gamers
Online Games Interest Older Women
Women Predominate among Cellphone Game Players
Young Men Predominate among Offline Computer Gamers
Profile of Adult Video-Game Buyers
50 Million Adults Buy Video Games
Many Buyers of Video Games Don’t Play Them
Avid Players Most Likely to Buy Games
Many Players Rent or Borrow Rather than Buy Games
Women in the 35- to 44-Year-Old Age Group Account for Largest Segment of All Video-Game Buyers
Non-Traditional Video-Game Buyers Gain in Importance
Young Males More Likely to Be Big Spenders on Video Games
Video-Game Buyers Show Different Demographic Characteristics
Emerging Market Segments
Women Become Increasingly Influential Force among Moderate and Occasional Videogamers
Younger Women More Likely to Play Video Games
Older Women Players Outnumber Male Gamers
Women Dominate Ranks of Older Online Gamers
Women Dominate Cellphone Game Players
More than 50 Million Videogamers Have Kids in Household
Gameboy Most Popular Brand among Family Gamers
Family Videogamers Spend Big on Video Games
Grandparents Major Segment of Family Video-Game Segment
Parents and Grandparents Turn to Casual Games with Kids
Videogamers in 55+ Age Group Total 25 Million
Mature Videogamers Favor Cards & Casino Games
Playstation and Nintendo Popular among Mature Gamers
Video Games Help Pass the Time for Retirees
Millions of 55+ Adults Buy Video Games
Shopping Patterns
Video-Game Players Like to Shop
Videogamers Go to Malls More Often
Convenience Stores Popular among Videogamers
Incentive Offers Capture Attention of Videogamers
Videogamers Far More Likely to Make Online Purchase
Consumer Profiles
Videogamers Keep up with Fashion
Gamers Love to Shop for Clothes
Videogamers Love to Drive Fast
Gamers Use Cars to Express Their Personality
Healthy Eating Gets Low Priority
Gamers Don’t Count Calories
Frozen Dinners Part of Gamer Lifestyle
New Food Products Interest Videogamers
Videogamers Driven by Careers
Videogamers More Likely to Spend than Save
Debit Cards More Popular
Videogamers Average Users of Credit Cards
More Gamers Have Bank Accounts
New-Car Loans More Common
Many Gamers Have Investments
Videogamers Good Customers for Insurance Industry
The Role of Consumer Electronics and Computers in the Videogamer Lifestyle
Gamers Are Tech-Savvy
Videogamers Like to Buy Consumer Electronics
Avid Gamers Are Early Adopters
More Gamers Shop at Home Electronics Stores
More Videogamers Have Cellphones
Computers Play Central Role in Gamers’ Households
Home Computer Networks More Common
Videogamers Major Market for Home Computer Industry
Many Videogamers Plan to Buy New Computer in Near Future
Videogamers and the Internet
Internet Central Part of Videogamers’ Lifestyle
Traditional Media Lose Ground among Some Videogamers
Gamers Look for New and Interesting Websites
Gamers Depend on the Internet
Heavy Internet Use Common
Media Usage and Receptivity to Advertising
Game Players Depend Less on Newspapers
Videogamers Read Same Magazines as Other Adult Consumers
Gamers Listen to the Radio
Television Still Important to Most Video-Game Players
Multiple TV Sets Found in Videogamer Households
Gamers More Likely to Subscribe to Premium Cable Channels
Male Avid Players Watch Channels Geared toward Younger Demographic
Moderate Players More Likely to Pay Attention to Product Placement in Video Games
Videogamers More Attuned to Product Placement Efforts in TV Shows
Leisure and Entertainment Choices
Videogamers Work Out
Gamers More Active than Other Adults
Videogamers Still Read Books
Video-Game Players More Likely to Go to the Movies
Section I Market Overview
Chapter 2 Trends and Opportunities
Strategic Trends
American Consumers Escape into Video Games as Hard Times Get Harder
Adults Take to Video Games in Increasing Numbers
Video Games Appeal to All Age Groups
Casual Games Drive Change in Videogamer Demographics
Games Valued as Social Experience
Nintendo in Forefront of Gaming Revolution
Video-Game Industry Responds to Growing Popularity of Casual Games
Nerds Push Back
Video Games Now Offer More than Just Fun
Customization is the Name of the Game
Advertising and Marketing Trends
Gamers Highly Receptive to In-Game Ads
Video-Game Ads Expected to Grow Dramatically
Growth of Casual Gamers Creates More Opportunities for In-Game Advertisers
Sony Opens PS3 to In-Game Advertising
In-Game Microtransactions Create New Possibilities for Marketers
IKEA Partners with Electronic Arts in Microtransactions Deal
Female-Friendly Marketing Approach Praised
Original Games Seen as Untapped Opportunity for Marketers
Toyota Enters World of Videogaming
Honda Targets "Cool Moms" with Web Game
7-Eleven Partners with Game Developer in Slurpee Promotion
Market Opportunities
Gamers Offer Opportunities for Retailers
Table 2-1: Selected Opportunities Related to Shopping Habits of Videogamers
Videogamers Especially Attractive to Consumer Electronics Marketers
Table 2-2: Selected Opportunities Related to Use of Consumer Electronics by Videogamers Videogamers Major Consumers of Traditional Media and Entertainment Outlets
Table 2-3: Selected Opportunities Related to Media and Entertainment Habits of Videogamers
Gamers Prime Targets for Financial Services Providers
Table 2-4: Selected Opportunities Related to Personal Finances of Videogamers
Chapter 3 Overview of the Market
Size of the Videogamer Market
Gamer Population Totals 114 Million
Table 3-1: Number of Video-Game Players by Category and Gender of Player
Videogamers Generate Annual Income of $4 Trillion
Table 3-2: Aggregate Income of Video-Game Players by Gender and Age
Aggregate Income of Avid Players Totals $766 Billion
Table 3-3: Aggregate Income of Avid Video-Game Players by Gender and Age
Moderate and Occasional Players Wield Greatest Share of Gamers’ Income
Table 3-4: Aggregate Income of Moderate Video-Game Players by Gender and Age
Table 3-5: Aggregate Income of Occasional Video-Game Players by Gender and Age
Online Gamers Wield Income of $875 Billion
Table 3-6: Aggregate Income of Online Game-Players by Gender and Age
Aggregate Income of Cellphone Gamers Exceeds $450 Billion
Table 3-7: Aggregate Income of Cellphone Game-Players by Gender and Age
Offline Computer Gamers Have Income of $634 Billion
Table 3-8: Aggregate Income of Offline Computer Game-Players by Gender and Age
Aggregate Purchases of Video Games
Video-Game Purchases Approach $7 Billion
Table 3-9: Aggregate Purchases of Video Games in Last 12 Months
Non-Gamers Also Important to Video-Game Industry
Table 3-10: Aggregate Purchases of Video Games in Last 12 Months by Non-Players
Videogamers Spend $5.9 Billion on Games
Table 3-11: Aggregate Purchases of Video Games in Last 12 Months by Video-Game Players
Avid Players Spend the Most on Video Games
Table 3-12: Aggregate Purchases of Video Games in Last 12 Months by Avid Video-Game Players
Table 3-13: Aggregate Purchases of Video Games in Last 12 Months by Moderate Video-Game Players
Table 3-14: Aggregate Purchases of Video Games in Last 12 Months by Occasional Video-Game Players
Video-Game Purchases Will Reach $10 Billion in 2013
Table 3-15: Projected Aggregate Purchases of Video Games, 2008-2013
Projected Growth of the Videogamer Market
Population Trends Will Shape Videogamer Market
Table 3-16: Videogamers as Percent of Population by Gender and Age Group
Table 3-17: Projected Changes in Population by Gender and Age Group, 2008-2013
Growth Factors Analyzed
Older Age Groups Expected to Spark Growth in Videogamer Market
Table 3-18: Video-Game Players by Gender and Age, 2008 vs. 2013
Table 3-19: Aggregate Income of Video-Game Players by Gender and Age, 2013
Section II Key Market Segments
Chapter 4 Profile of Adult Video-Game Players
Demographic Profile of Video-Game Players
Video Games Appeal to All Ages
Figure 4-1: Video-Game Players by Age Group
Table 4-1: Age and Gender of Video-Game Players by Category of Player
Half of Videogamers Are Women
Table 4-2: Women as Number and Percent of Video-Game Players by Age Group
Videogamers Have Different Demographic Profile
Figure 4-2: Selected Demographic Characteristics, Video-Game Players vs. Others
Table 4-3: Demographic Profile of Video-Game Players by Type of Player
Types of Games Played
Gender Drives Choice of Games
Table 4-4: Type of Video Game Rank-Ordered by Popularity among Men and Women
Many Women Gravitate to Male-Dominated Games
Table 4-5: Type of Video Game Played in Last 6 Months by Gender/Age Segment
Avid Players Turn to Many Types of Games
Table 4-6: Type of Video Games Played by Category of Game Player
Gaming Habits of Moderate and Occasional Players Differ from Those of Avid Players
Table 4-7: Type of Video Game Played in Last 6 Months by Category of Player
Table 4-8: Percent Playing Each Type of Video Game in Last 6 Months by Category of Player
Gameboy and Nintendo Draw More Female Gamers
Table 4-9: Brand of Video Game Played in Last 6 Months by Gender/Age Segment
Online Games Interest Older Women
Table 4-10: Online Video-Game Players vs. Others by Age and Gender
Table 4-11: Demographic Profile, Online Video-Game Players vs. Others
Women Predominate among Cellphone Game Players
Table 4-12: Cellphone-Game Players by Age and Gender
Cellphone Game Players More Urban and Multicultural
Table 4-13: Demographic Profile, Cellphone-Game Players vs. Others
Young Men Predominate among Offline Computer Gamers
Table 4-14: Offline Computer Game Players by Age and Gender
Table 4-15: Demographic Profile, Offline Computer Game Players vs. Others
Profiles of Online, Cellphone and Offline Computer Gamers Vary Dramatically
Table 4-16: Game Players by Gender and Age Group and Game Platform
Table 4-17: Demographic Profile of Video-Game Players by Game Platform . 91
Chapter 5 Profile of Adult Video-Game Buyers
Overview
50 Million Adults Buy Video Games
Many Buyers of Video Games Don’t Play Them
Table 5-1: Number Buying Video Games in Last 12 Months, Video-Game Players vs. Others
Avid Players Most Likely to Buy Games
Table 5-2: Number Buying Video Games in Last 12 Months, Video-Game Players vs. Others
Table 5-3: Percent of Each Category of Player Buying Video Games in Last 12 Months by Number of Games Purchased
Big Spenders Are Mostly Players, Moderate Spenders Include More Non-Players
Table 5-4: Amount Spent on Video Games in Last 12 Months, Video-Game Players vs. Others
Table 5-5: Percent of Each Category of Player Buying Video Games in Last 12 Months by Amount Spent on Video Games
Many Players Rent or Borrow Rather than Buy Games
Table 5-6: Percent of Each Category of Player Who Say They Usually Rent or Borrow Video Games from Friends
Table 5-7: Percent of Each Category of Player Renting Video Games in Last 12 Months by Number of Games Rented
Key Video-Game Buyer Segments
Women in the 35- to 44-Year-Old Age Group Account for Largest Segment of All Video-Game Buyers
Figure 5-1: Adult Consumers Buying Video Games in Last 12 Months by Gender
Table 5-8: Number Buying Video Games in Last 12 Months Rank Ordered by Gender/Age Segment
Non-Traditional Video-Game Buyers Gain in Importance
Table 5-9: Number of Grandparents Buying Video Games in Last 12 Months by Amount Spent
Young Males More Likely to Be Big Spenders on Video Games
Table 5-10: Number Spending $200 or More in Last 12 Months by Gender/Age Segment
Table 5-11: Number Buying Six or More Video Games in Last 12 Months by Gender/Age Segment
Table 5-12: Number Buying Video Games in Last 12 Months Rank Ordered by Gender/Age/Player Segment
Table 5-13: Number Spending $150 or More on Video Games in Last 12 Months by Gender/Age/Player Segment
Video-Game Buyers Show Different Demographic Characteristics
Table 5-14: Demographic Profile of Video-Game Buyers
Chapter 6 Emerging Market Segments
Women Videogamers
Women Become Increasingly Influential Force among Moderate and Occasional Videogamers
Table 6-1: Number of Video-Game Players by Category and Gender of Player
Younger Women More Likely to Play Video Games
Table 6-2: Female Video-Game Players as Percentage of All Video-Game Players and All Women by Age Group
Older Women Players Outnumber Male Gamers
Table 6-3: Female Avid Video-Game Players as Percentage of All Avid Video-Game Players and All Women by Age Group
Table 6-4: Female Moderate Video-Game Players as Percentage of All Moderate Video-Game Players and All Women by Age Group
Table 6-5: Female Occasional Video-Game Players as Percentage of All Occasional Video-Game Players and All Women by Age Group
Women Dominate Ranks of Older Online Gamers
Table 6-6: Female Online Video-Game Players as Percentage of All Online Video-Game Players and All Women by Age Group
Women Dominate Cellphone Game Players
Table 6-7: Female Cellphone Video-Game Players as Percentage of All Cellphone-Game Players and All Women by Age Group
Nintendo DS Appeals to Fashion-Conscious Women
Exercise Games Target Working Moms
Family Gamers
More than 50 Million Videogamers Have Kids in Household
Table 6-8: Video-Game Players with Children under 18 as Percentage of All Video-Game Players by Age of Children and Type of Video Game Played
Family Gamers Go for Children’s Entertainment and Educational Games
Table 6-9: Video-Game Players with Children under 18 as Percentage of All Video-Game Players by Content of Video Game Played
Gameboy Most Popular Brand among Family Gamers
Table 6-10: Video-Game Players with Children under 18 as Percentage of All Video-Game Players by Brand of Video-Game Console
Family Videogamers Spend Big on Video Games
Table 6-11: Purchasers of Video Games in Last 12 Months by Adults with Children under 18 in Household as Percent of All Video-Game Purchasers
Table 6-12: Purchases of Video Games in Last 12 Months by Adults with Children under 18 in Household, Video-Game Players vs. Others
Grandparents Major Segment of Family Video-Game Segment
Table 6-13: Grandparents Playing Video Games as Percentage of All Video- Game Players by Type of Video Game Played
Playstation and Nintendo Top Choices of Grandparents
Table 6-14: Grandparents Playing Video Games by as Percentage of All Video-Game Players by Brand of Video-Game Console
Table 6-15: Grandparents Playing Video Games as Percentage of All Video-Game Players by Content of Video Game Played
Parents and Grandparents Turn to Casual Games with Kids
Game Makers Look to Families
Electronic Arts Joins Forces with Hasbro to Attract Families
Nintendo Targets Families Through Partnership with Nickelodeon
Mature Gamers
Videogamers in 55+ Age Group Total 25 Million
Table 6-16: Video-Game Players Ages 55+ as Percentage of All Video- Game Players and All Adults Ages 55+ by Type of Video Game Played
Mature Videogamers Favor Cards & Casino Games
Table 6-17: Video-Game Players Ages 55+ as Percentage of All Video- Game Players by Content of Video Game Played
Playstation and Nintendo Popular among Mature Gamers
Table 6-18: Video-Game Players Ages 55+ as Percentage of All Video- Game Players and All Adults Ages 55+ by Brand of Video-Game Console
Video Games Help Pass the Time for Retirees
Table 6-19: Retirees Playing Video Games as Percentage of All Video-Game Players by Type of Video Game Played
Millions of 55+ Adults Buy Video Games
Table 6-20: Retirees and Adults Ages 55+ as Percentage of All Video-Game Buyers
Nintendo Develops Market among Seniors
Section III Consumer Behavior of Videogamers
Chapter 7 Shopping Patterns of Videogamers
Shopping in Stores
Video-Game Players Like to Shop
Table 7-1: Attitudes toward Shopping, Video-Game Players vs. Others by Gender
Table 7-2: Attitudes toward Shopping by Gender and Category of Video- Game Player
Videogamers Go to Malls More Often
Table 7-3: Percent Visiting Malls in Last 4 Weeks by Gender, Video-Game Players vs. Others
Table 7-4: Percent Visiting Malls in Last 4 Weeks by Gender and Category of Video-Game Player
Shopping Habits Reflect Demographics and Values of Videogamers
Table 7-5: Percent Shopping in Last 3 Months by Category of Retailer by Gender, Video-Game Players vs. Others
Table 7-6: Percent Shopping in Last 3 Months by Type of Retail Outlet by Gender and Category of Video-Game Player
Convenience Stores Popular among Videogamers
Figure 7-1: Percent Shopping at Convenience Stores in Last 4 Weeks by Gender, Video-Game Players vs. Others
Incentive Offers Capture Attention of Videogamers
Table 7-7: Percent of Households Responding to Incentive Offers by Gender, Video-Game Players vs. Others
Gamers Have Average Degree of Concern for Environment
Table 7-8: Attitudes toward Shopping for and Buying Environmentally Friendly Products, Video-Game Players vs. Others
Shopping Online
Videogamers Focus on Online Shopping
Table 7-9: Attitudes toward Online Shopping and Buying, Video-Game Players vs. Others by Gender
Table 7-10: Attitudes toward Online Shopping and Buying by Gender and Category of Video-Game Player
Videogamers Far More Likely to Make Online Purchase
Figure 7-2: Percent Placing Internet Order in Last 12 Months by Gender, Video-Game Players vs. Others
Figure 7-3: Percent Placing Internet Orders in Last 12 Months by Gender and Category of Video-Game Player
Male Videogamers More Likely to Buy Computer Products Online
Table 7-11: Items Purchased on Internet in Last 12 Months by Gender, Video-Game Players vs. Others
Table 7-12: Items Purchased on Internet in Last 12 Months by Gender and Category of Video-Game Player
Videogamers Are Big Online Spenders
Table 7-13: Amount Spent on Internet in Last 12 Months by Gender, Video- Game Players vs. Others
Table 7-14: Amount Spent on Internet Orders in Last 12 Months by Gender and Category of Video-Game Player
Chapter 8 Consumer Profiles of Videogamers
Fashion
Videogamers Keep up with Fashion
Table 8-1: Attitudes toward Fashion, Video-Game Players vs. Others by Gender
Table 8-2: Attitudes toward Fashion by Gender and Category of Video- Game Player
Videogamers Love to Shop for Clothes
Figure 8-1: Percent Who "Really Enjoy Clothes Shopping," Video-Game Players vs. Others by Gender
Table 8-3: Attitudes toward Shopping for Clothes, Video-Game Players vs. Others by Gender
Male Avid Gamers Especially Interested in Clothes
Table 8-4: Attitudes toward Shopping for Clothes by Gender and Category of Video-Game Player
Videogamers More Brand-Loyal
Table 8-5: Attitudes toward Clothing Brands, Video-Game Players vs. Others by Gender
Automotive
Videogamers Love to Drive Fast
Figure 8-2: Percent Who Like to Drive Faster than Normal, Video-Game Players vs. Others by Gender
Table 8-6: Attitudes toward Driving, Video-Game Players vs. Others by Gender
Table 8-7: Attitudes toward Driving by Gender and Category of Video-Game Player
Gamers Use Cars to Express Their Personality
Table 8-8: Attitudes toward Cars and Personality, Video-Game Players vs. Others by Gender
Table 8-9: Attitudes toward Cars and Personality by Gender and Category of Video-Game Player
Video-Game Players Interested in Automotive Technology
Table 8-10: Reasons for Buying Cars, Video-Game Players vs. Others by Gender
Food
Healthy Eating Gets Low Priority
Figure 8-3: Percent Who Think Their Diet Is Very Healthy, Video-Game Players vs. Others by Gender
Table 8-11: Attitudes toward Healthy Eating, Video-Game Players vs. Others by Gender
Avid Gamers Least Concerned about Healthy Eating
Table 8-12: Attitudes toward Healthy Eating by Gender and Category of Video-Game Player
Gamers Don’t Count Calories
Table 8-13: Attitudes toward Counting Calories, Video-Game Players vs. Others by Gender
Table 8-14: Attitudes toward Counting Calories by Category of Video-Game Player
Frozen Dinners Part of Gamer Lifestyle
Table 8-15: Attitudes toward Eating Prepared Meals, Video-Game Players vs. Others by Gender
Table 8-16: Attitudes toward Eating Prepared Meals by Gender and Category of Video-Game Player
New Food Products Interest Videogamers
Table 8-17: Attitudes toward Trying New Foods, Video-Game Players vs. Others by Gender
Table 8-18: Attitudes toward Trying New Foods by Gender and Category of Video-Game Player
Financial Services
Videogamers Driven by Careers
Table 8-19: Attitudes toward Work and Money, Video-Game Players vs. Others by Gender
Table 8-20: Attitudes toward Work and Money by Gender and Category of Video-Game Player
Videogamers More Likely to Spend than Save
Table 8-21: Attitudes toward Personal Financial Management Issues, Video- Game Players vs. Others by Gender
Avid Players Least Likely to Feel Financially Secure
Table 8-22: Attitudes toward Personal Financial Management Issues by Gender and Category of Video-Game Player
Debit Cards More Popular
Table 8-23: Use of ATM/Debit Cards, Video-Game Players vs. Others by Gender
Table 8-24: Use of ATM/Debit Cards by Gender and Category of Video- Game Player
Videogamers Average Users of Credit Cards
Table 8-25: Use of Credit Cards, Video-Game Players vs. Others by Gender
Table 8-26: Use of Credit Cards by Gender and Category of Video-Game Player
More Gamers Have Bank Accounts
Table 8-27: Type of Bank Accounts, Video-Game Players vs. Others by Gender
Table 8-28: Type of Bank Accounts by Gend
