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Video Game Accessories - UK - September 2010

  • A quarter of gamers agree plan to invest in a motion-control system when it becomes available for their console. This is likely to be driven by the innovative nature of next-generation systems, such as Kinect for the Xbox 360. The latter of which allows users to control games via their voice or body movements, and has the potential to revolutionise video gaming going forward.
  • The accessory market relies on the basics: controllers (bought by 64% of gamers) and memory (33%). However, consumers are still open to accessories that can provide better gaming experiences. Research found 29% of respondents thought it was worth paying a premium for accessories that improve technique, a further 25% thought it worth paying for equipment that makes you feel part of the game.
  • The most enthusiastic accessory shoppers are 16-24-year-olds. For example, a third of this age group agree that they are constantly on the look out for new products, compared to 5% of over 45-year-olds. They are also the most disloyal when it comes to choice of store brand, being the most likely to shop at ten or more stores compared to other age groups, presenting a challenge to retailers.
  • Two in ten internet users say they never buy accessories for their consoles. This underlines the overall importance of retailers’ console-bundling strategies, which have been a mainstay for retailers during the downturn. While offering value savings, they also have the potential to benefit shoppers by simplifying the buying process whilst ensuring gamers get the most out of their consoles.
  • In terms of bricks-and-mortar accessory buying only, GAME is the most popular retailer, used by 50% of respondents - mainly because it is a console specialist with a large network of 683 stores. Amazon is the most popular online retailer. This is partly to do with the fact that it is one of the original e-commerce operators to launch in the UK, and has an established and trusted brand name.
  • According to the research, 63% of respondents agree that accessories make good gifts. This is partly because the appeal of console gaming has broadened to the whole family, with consoles such as the Wii. Retailers offer a wide range of accessories to suit every budget – from basic peripherals to more expensive products such as gaming chairs, which are more likely to appeal to heavier gamers.

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definitions
          • Abbreviations
          • Future Opportunities

              • Fauxthenticity
                • Sense of the Intense
                • Market in Brief

                  • Increasing ownership of consoles
                    • The importance of motion control
                      • Accessory buying habits
                      • Internal Market Environment

                        • Key points
                          • Growth in console ownership driven by casual gaming
                            • Figure 1: Have console in home, 2008-10
                          • The Nintendo Wii is the most used console
                            • Figure 2: Ownership of selected games consoles, January-July 2010
                          • The move towards consoles as home hubs
                            • Figure 3: Usage of consoles for media consumption, May 2010
                          • Amount spent on console accessories
                            • Figure 4: Amount spent on accessories in the last 12 months, 2010
                            • Figure 5: Gaming accessories bought new in last 12 months, 2010
                        • Broader Market Environment

                          • Key points
                            • Growing ownership of new technology in general
                              • Figure 6: Selected device ownership, January-July 2010
                            • Recession brought an increased focus on consoles
                              • Figure 7: Statements on impact of economic downturn and recession on leisure activities, March 2010
                            • Demand for accessories that help to de-stress
                              • Figure 8: Distractions from stress, by experience of stress, November 2009
                            • Opportunities from an ageing population
                              • Figure 9: Trends in the age structure of the UK population, 2005-15
                            • Increasing numbers of single-person households
                              • Figure 10: UK households, by size, 2005-15
                          • Competitive Context

                            • Key points
                              • Competing against a wide variety of other leisure activities
                                • Figure 11: Frequency of taking part in leisure activities in free time on weekdays and weekends, September 2009
                            • Strengths and Weaknesses in the Market

                                • Strengths
                                  • Weaknesses
                                  • Who’s Innovating?

                                    • Key points
                                      • Providing niche accessories for avid fans
                                        • Targeting avid gamers
                                          • Accessories designed with children in mind
                                            • Augmented reality on a 67-inch virtual screen
                                            • Channels to Market

                                              • Key points
                                                • Leading retailers of console accessories
                                                  • Figure 12: Retailers users to by console accessories (online and bricks-and-mortar retailers), May 2010
                                                • Difference between online and offline shoppers
                                                  • Figure 13: Online and bricks-and-mortar retailers shopping, by gender and age, May 2010
                                                • Accessories as part of a bundle package
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Falling demand from casual gamers hinder the sector in 2009
                                                      • Figure 14: Value sales for the console accessories market, 2008-11
                                                    • New motion-control systems set to reboot the market in 2010
                                                      • Economic insecurity versus the wow factor
                                                        • Sony and Microsoft have deep pockets for price promotions
                                                        • Companies and Products

                                                            • Nintendo
                                                              • Sony Computer Entertainment
                                                                • Microsoft
                                                                  • Mad Catz
                                                                    • Logic3
                                                                      • Turtle Beach
                                                                        • Thrustmaster
                                                                        • Attitudes Towards Buying Console Accessories

                                                                          • Key points
                                                                            • Accessories benefit from the increased variety of games
                                                                              • Figure 15: Attitudes towards buying accessories for consoles, May 2010
                                                                            • Avid versus occasional gamers
                                                                              • Figure 16: Frequency of use of games console(s) for gaming features, by demographics, May 2010
                                                                              • Figure 17: Attitudes towards buying accessories for consoles, by gender, May 2010
                                                                            • Younger gamers still no more likely to buy accessories
                                                                              • Figure 18: Attitudes towards buying accessories for consoles, by age, May 2010
                                                                            • Gaming habits versus attitudes towards accessories
                                                                              • Figure 19: Attitudes towards buying accessories for consoles, by frequency of use of games console(s) for gaming, May 2010
                                                                          • Console Accessory Ownership

                                                                            • Key points
                                                                              • It’s all about controllers and memory
                                                                                • Figure 20: Accessories owned but not a part of the console when bought, May 2010
                                                                              • Ownership of accessories by gender
                                                                                • Figure 21: Accessories owned but not a part of the console when bought, by gender, May 2010
                                                                              • How many accessories do gamers own?
                                                                                • Figure 22: Range of accessories owned but not a part of the console when bought, by gender and age, May 2010
                                                                                • Figure 23: Accessories owned but not a part of the console when bought, by frequency of use of games console(s) for gaming, May 2010
                                                                            • Console Accessory Buying Habits

                                                                              • Key points
                                                                                • Bricks-and-mortar retailers purchasing habits
                                                                                  • Figure 24: Bricks-and-mortar retailers used to buy console accessories, May 2010
                                                                                • Supermarkets attract more mature accessory buyers
                                                                                  • Figure 25: Bricks-and-mortar retailers used to buy console accessories, by gender and age, May 2010
                                                                                • The appeal of Amazon.co.uk
                                                                                  • Figure 26: Online retailers used to buy console accessories, May 2010
                                                                                • Online shopping habits by age and gender
                                                                                  • Figure 27: Online retailers used to buy console accessories, by gender and age, May 2010
                                                                                • Range of retailers by gender and age
                                                                                  • Figure 28: Range of retailers used to buy console accessories (online or bricks-and-mortar retailers), by gender and age, May 2010
                                                                                • Types of gamer versus choice of retailer
                                                                                  • Figure 29: Retailers used to buy console accessories (online or bricks-and-mortar retailers), by frequency of use of games console(s) for gaming, May 2010
                                                                                • Choice of retailer by type of accessory
                                                                                  • Figure 30: Accessories owned but not a part of the console when bought, by most popular retailers used to buy console accessories, May 2010
                                                                              • General Attitudes Towards Console Accessories

                                                                                • Key points
                                                                                  • Games will drive uptake of motion control
                                                                                    • Figure 31: Statements on console accessories in general, May 2010
                                                                                  • The availability of accessories: Online versus bricks-and-mortar stores
                                                                                    • Figure 32: Number of accessories for sale, by selected retailers, September 2010
                                                                                  • The need for accessories to demonstrate added value
                                                                                    • Figure 33: Statements on console accessories in general, May 2010
                                                                                  • Attitudes towards console accessories by gender and age
                                                                                    • Figure 34: Statements on console accessories in general, by gender, May 2010
                                                                                    • Figure 35: Statements on console accessories in general, by age, May 2010
                                                                                • Appendix – Channels to Market

                                                                                    • Figure 36: Online and bricks-and-mortar retailer shopping, by demographics, May 2010
                                                                                    • Figure 37: Usage of GAME Group PLC and Amazon.co.uk websites, by total unique internet users, average minutes per visitor and average pages per visitor, August 2010
                                                                                    • Figure 38: Usage of Play.com and Argos.co.uk websites, by total unique internet users, average minutes per visitor and average pages per visitor, August 2010
                                                                                    • Figure 39: Usage of eBay.com and HMV.co.uk websites, by total unique internet users, average minutes per visitor and average pages per visitor, August 2010
                                                                                • Appendix – Attitudes Towards Buying Console Accessories

                                                                                    • Figure 40: Most popular attitudes towards buying accessories for consoles, by demographics, May 2010
                                                                                    • Figure 41: Next most popular attitudes towards buying accessories for consoles, by demographics, May 2010
                                                                                • Appendix – Console Accessory Ownership

                                                                                    • Figure 42: Most popular accessories owned but not a part of the console when bought, by demographics, May 2010
                                                                                    • Figure 43: Next most popular accessories owned but not a part of the console when bought, by demographics, May 2010
                                                                                    • Figure 44: Other accessories owned but not a part of the console when bought, by demographics, May 2010
                                                                                    • Figure 45: Repertoire of accessories owned but not a part of the console when bought, by demographics, May 2010
                                                                                • Appendix – Console Accessory Buying Habits

                                                                                    • Figure 46: Retailers from which accessories for console(s) are bought, by demographics, May 2010
                                                                                    • Figure 47: Most popular online retailers from which accessories for console(s) are bought, by demographics, May 2010
                                                                                    • Figure 48: Next most popular online retailers from which accessories for console(s) are bought, by demographics, May 2010
                                                                                    • Figure 49: Least popular online retailers from which accessories for console(s) are bought, by demographics, May 2010
                                                                                    • Figure 50: Most popular bricks-and-mortar retailers from which accessories for console(s) are bought, by demographics, May 2010
                                                                                    • Figure 51: Next most popular bricks-and-mortar retailers from which accessories for console(s) are bought, by demographics, May 2010
                                                                                • Appendix – General Attitudes Towards Console Accessories

                                                                                    • Figure 52: Statements on console accessories in general, by demographics, May 2010
                                                                                    • Figure 53: Statements on console accessories in general, by demographics, May 2010

                                                                                Companies Covered

                                                                                • Aldi Stores Ltd (UK & Ireland)
                                                                                • Amazon.co.uk
                                                                                • Apple Computer UK Ltd
                                                                                • Archos
                                                                                • Argos
                                                                                • Asda Group Ltd
                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                • BT Group plc
                                                                                • Co-operative Group
                                                                                • Comet Group Ltd
                                                                                • Computer Exchange Limited
                                                                                • Council of Mortgage Lenders
                                                                                • Currys
                                                                                • Delta Air Lines, Inc.
                                                                                • Department of Health
                                                                                • Dixons Retail Plc
                                                                                • Dolby Laboratories, Inc.
                                                                                • Facebook, Inc.
                                                                                • Ferrari S.p.A.
                                                                                • Freeview
                                                                                • Game Group
                                                                                • Government Actuary's Department (GAD)
                                                                                • Guillemot Corporation
                                                                                • HMV Retail Ltd
                                                                                • Interactive Advertising Bureau (UK)
                                                                                • Interactive Advertising Bureau (US)
                                                                                • International Speedway Corporation
                                                                                • J. Sainsbury
                                                                                • John Lewis Partnership
                                                                                • Kantar Media
                                                                                • Lidl (UK)
                                                                                • Mad Catz Inc.
                                                                                • Market & Opinion Research International (MORI)
                                                                                • Marks & Spencer
                                                                                • Microsoft Ltd (UK)
                                                                                • mmO2 plc
                                                                                • Netto Foodstores Ltd
                                                                                • Nintendo UK Entertainment Ltd
                                                                                • Nokia Corporation (UK)
                                                                                • Orange plc (UK)
                                                                                • Rakuten
                                                                                • Research in Motion Uk Ltd.
                                                                                • Saitek (UK)
                                                                                • Skype Technologies S.A.
                                                                                • Sony (UK) Ltd
                                                                                • T-Mobile (UK) Ltd
                                                                                • Tesco Plc
                                                                                • TomTom International B.V.
                                                                                • Turtle Beach
                                                                                • Twitter, Inc.
                                                                                • Virgin Media Ltd
                                                                                • Virgin Mobile
                                                                                • Vodafone Group Plc (UK)
                                                                                • Waitrose
                                                                                • Walt Disney Company, The
                                                                                • Wm Morrison Supermarkets

                                                                                Video Game Accessories - UK - September 2010

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