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Video Games and Consoles - UK - November 2014

“More prominent marketing focusing on the enormous variety of casual, tablet and smartphone-style Indie games available on new generation consoles may convince older female consumers that there is content on the system relevant to their interests as well. On a more macro scale, the persistent gender-related issues in the industry – including a lack of female playable main characters, or design choices that result in hyper-sexualised rather than practical armour for female characters – need to be resolved, before the proportion of women willingly fully engaging with the market will improve.”
– Samuel Gee, Senior Technology and Media Analyst

This report answers the following questions:

  • Can Nintendo boost Wii U sales?
  • Will Steam Machines materially change the market?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast value of video game and console sales, 2009-19
            • Market factors
              • Streaming services likely to make their play over 2015
                • Despite competing markets, console gaming remains strong
                  • Steam machines could change the market
                    • Companies, brands and innovation
                      • Figure 2: Share of UK static console unit sales, 2013
                      • Figure 3: Share of handheld console unit sales, UK, 2013
                    • The consumer
                      • Types of gamer
                        • Figure 4: Gamer types, September 2014
                      • Console, peripheral and service ownership
                        • Figure 5: Static console ownership, September 2014
                        • Figure 6: Portable console ownership, September 2014
                        • Figure 7: Ownership of select peripherals, September 2014
                        • Figure 8: Take-up of premium Sony and Microsoft services, September 2014
                      • Interest in all-you-can-play services
                        • Figure 9: Interest in all-you-can-play services, September 2014
                        • Figure 10: Reasons consumers are interested in all you can play services, September 2014
                        • Figure 11: Reasons consumers aren’t interested in all you can play subscription services, September 2014
                      • Reasons consumers do not own new generation consoles
                        • Figure 12: Reasons consumers have not yet purchased an Xbox One, PlayStation 4 or Wii U, September 2014
                      • What we think
                      • Issues and Insights

                          • Can Nintendo boost Wii U sales?
                            • The facts
                              • The implications
                                • Will Steam Machines materially change the market?
                                  • The facts
                                    • The implications
                                    • Trend Application

                                        • Trend: Nouveau Poor
                                          • Trend: Why Buy
                                            • Mintel Futures: East Meets West
                                            • Market Drivers

                                              • Key points
                                                • Streaming software comes closer to the fore
                                                  • Superfast take-up remains steady
                                                    • Figure 13: Superfast broadband connections in the UK, Q1 2011 – Q1 2014
                                                  • Console gaming revenue almost twice mobile and PC combined
                                                    • Figure 14: PC gaming, console gaming and mobile gaming market sizes, UK, 2008-2014
                                                  • Steam Machine blurs the line between computers and consoles
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • Horror game sets difficulty by heart-rate
                                                        • JRPG teaches Japanese whilst users play
                                                          • Project Morpheus brings VR to console
                                                            • EA Access introduces Netflix-style gaming
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • New console releases will lead to strong growth
                                                                  • Figure 15: Value sales of video games and consoles, 2009-19
                                                                  • Figure 16: Value sales of consoles, 2009-19
                                                                  • Figure 17: Value sales of video games, 2009 - 2019
                                                                • Forecasts
                                                                    • Figure 18: Forecast value of video game and console sales, 2009-19
                                                                    • Figure 19: Forecast value of console sales, 2009-19
                                                                    • Figure 20: Forecast value of video game sales, 2009-19
                                                                • Market Share and Segmentation

                                                                  • Key points
                                                                    • Xbox One and PlayStation 4 on strong growth trajectories
                                                                      • Figure 21: Static console unit sales, UK, 2011 – 2013
                                                                    • Nintendo dominates on handheld
                                                                      • Figure 22: Share of static console unit sales, UK, 2013
                                                                      • Figure 23: Handheld console unit sales, UK, 2011 - 2013
                                                                      • Figure 24: Share of handheld console unit sales, UK, 2013
                                                                    • Big releases can drastically change success
                                                                      • Figure 25: Publishers of the top 100 selling console games in the UK, 2012 and 2013
                                                                      • Figure 26: Top ten publishers of top 100 selling UK games by unit sales, by share of unit sales, 2013
                                                                      • Figure 27: Top ten publishers of top 100 selling UK games by unit sales, share of number of published titles, 2013
                                                                  • Companies and Products

                                                                      • Activision Blizzard, Inc.
                                                                        • Background
                                                                          • Financial performance and strategy
                                                                            • Figure 28: Activision Blizzard financial data, 2011-13
                                                                          • Electronic Arts Inc
                                                                            • Background
                                                                              • Financial performance and strategy
                                                                                • Figure 29: EA financial data, 2011/12-13/14
                                                                              • Microsoft Corporation
                                                                                • Background
                                                                                  • Financial performance and strategy
                                                                                    • Figure 30: Financial performance of Microsoft Corporation, 2010/11 and 2011/12
                                                                                  • Nintendo Co., Ltd
                                                                                    • Background
                                                                                      • Financial performance and strategy
                                                                                        • Figure 31: Financial performance of Nintendo Co., Ltd., 2010/11-13/14
                                                                                        • Figure 32: Nintendo worldwide hardware and software sales breakdown, 2012/13 and 2014/15
                                                                                        • Figure 33: Nintendo worldwide revenue by territory, 212/013 and 2014/15
                                                                                      • Sony Corporation
                                                                                        • Background
                                                                                          • Financial performance and strategy
                                                                                            • Figure 34: Financial performance of Sony Corporation, 2011/12-13/14
                                                                                          • Ubisoft Entertainment SA
                                                                                            • Background
                                                                                              • Financial performance and strategy
                                                                                                • Figure 35: Financial performance of Ubisoft Entertainment, 2013-14
                                                                                                • Figure 36: Ubisoft Entertainment revenue breakdown, by territory*, 2013 - 2014
                                                                                                • Figure 37: Ubisoft revenue breakdown, by platform, 2013 - 2014
                                                                                            • Brand Communication & Promotion

                                                                                              • Key points
                                                                                                • Adspend from top 10 makes up 66% of total market spend
                                                                                                  • Figure 38: Video game adspend in the UK for profiled companies plus Take-Two Interactive, 2010-13*
                                                                                              • The Consumer – Types of Gamers

                                                                                                • Key points
                                                                                                  • Non-gamers marginally increase year on year
                                                                                                    • Figure 39: Gamer types, September 2014
                                                                                                  • Men remain more dedicated gamers
                                                                                                    • Figure 40: Gamer types, by gender, September 2014
                                                                                                  • Youth are more hardcore gamers
                                                                                                      • Figure 41: Gamer types, by age, September 2014
                                                                                                      • Figure 42: Gamer types, by male age groups vs all respondents (male and female), September 2014
                                                                                                      • Figure 43: Gamer types, by female age groups vs all respondents (male and female), September 2014
                                                                                                  • The Consumer – Console, Peripheral and Service Ownership

                                                                                                    • Key points
                                                                                                      • Original Wii still the most widely-owned console
                                                                                                          • Figure 44: Static console ownership, September 2014
                                                                                                          • Figure 45: Intention to buy a new generation console within the next six months, September 2014
                                                                                                        • Very little interest in handheld consoles
                                                                                                          • Figure 46: Portable console ownership, September 2014
                                                                                                        • New generation console owners mostly hardcore
                                                                                                          • Figure 47: Console ownership, by gamer type, September 2014
                                                                                                        • Mandatory sales push up Kinect for Xbox One attachment rate
                                                                                                            • Figure 48: Ownership of select peripherals, September 2014
                                                                                                          • Paid-for multiplayer access does the same for Xbox Live Gold
                                                                                                              • Figure 49: Take-up of premium Sony and Microsoft services, September 2014
                                                                                                              • Figure 50: Take-up of premium Sony and Microsoft services by gamer type, September 2014
                                                                                                              • Figure 51: Purchase of digital service memberships by console ownership, September 2014
                                                                                                          • The Consumer – Interest in All-You-Can-Play Services

                                                                                                            • Key points
                                                                                                              • Almost half of gamers interested in all-you-can-play
                                                                                                                • Figure 52: Interest in all-you-can-play services, September 2014
                                                                                                              • Range of games is biggest draw for many
                                                                                                                • Figure 53: Reasons consumers are interested in all you can play services, September 2014
                                                                                                              • Half don’t play frequently enough for persistent payments
                                                                                                                • Figure 54: Reasons consumers aren’t interested in all you can play subscription services, September 2014
                                                                                                              • Hardcore gamers most likely to want to own their games
                                                                                                              • The Consumer – Reasons Consumers Do Not Own New Generation Consoles

                                                                                                                • Key points
                                                                                                                  • Cost preventing majority of non-owners
                                                                                                                    • Figure 55: Reasons consumers have not yet purchased an Xbox One, PlayStation 4 or Wii U, September 2014
                                                                                                                    • Figure 56: Retail Price Index and wage growth regular pay, January 2009 – August 2014
                                                                                                                  • Younger consumers waiting for the end of current generation support
                                                                                                                    • Game bundles important to 35-44s and parents
                                                                                                                        • Figure 57: Consumers who will wait until a new generation console is bundled with games they are interested in, by presence and age of children in the household, September 2014
                                                                                                                      • Older women happiest with current smartphone games
                                                                                                                        • Lapsed gamers much more concerned with new game collections
                                                                                                                          • Figure 58: Gamers who haven’t yet bought another console as they don’t wish to start a new game collection, by gamer type, September 2014

                                                                                                                      Companies Covered

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                                                                                                                      Video Games and Consoles - UK - November 2014

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