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Video Games and Consoles - UK - September 2017

“The launch of the Nintendo Switch is reinvigorating a video game market that is declining as it enters the fourth year of the current console generation. Developers are adopting post-purchase micro-transactions as a revenue stream, making player retention a more important focus for console games than it has been in the past – success with this stream could help balance out future declines in software sales.”
– Matt King, Head of Leisure, Tourism, Tech & Media Research

This Report looks at the following areas:

  • The mobile model for console gaming
  • Developing an eSports audience

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Video game market to return to growth in 2017
              • Figure 1: Value of the UK video game and console market, 2012-17
              • Figure 2: Forecast for the value of the UK video game and console market, 2012-22
            • Nintendo Switch launch drives hardware sales growth
              • The Netflix of video games
                • The mobile model for video games
                  • Companies and brands
                    • Microsoft reveals Project Scorpio as the Xbox One X
                      • Sony launches PS VR and the PS4 Pro for the 2016 holiday season
                        • Twitch aims to put itself at the heart of the video game market
                          • Overwatch League set to launch in late 2017
                            • Switch launch sees Nintendo lead advertising expenditure
                              • Launch of the Switch helps Nintendo boost its position in the market
                                • Figure 3: Estimated share of UK games console sales, by volume, 2016 and 2017 (to date: 01/01/2017-03/06/2017)
                              • PS4 and Xbox One continue to dominate software sales
                                • Figure 4: Estimated share of UK video game sales, by volume, 2016 and 2017 (to date: 01/01/2017-03/06/2017)
                              • The consumer
                                • Static and portable console ownership both up in Q2 2017
                                  • Figure 5: Static and portable console ownership, December 2013-June 2017
                                • Xbox One S outperforming PS4 Pro in the UK so far
                                  • Switch in as many homes as the PS4 Pro
                                    • Figure 6: Static games console ownership, June 2017
                                    • Figure 7: Portable games console ownership, June 2017
                                  • Purchase plans suggest strong holiday season for PS VR and Nintendo Switch
                                    • Figure 8: Console and video game technology purchase plans, June 2017
                                  • Digital retail on par with physical for gamers who buy games regularly
                                    • Figure 9: Video game purchasing frequency, June 2017
                                  • 55% of portable owners play games multiple times a week
                                    • Figure 10: Gaming frequency, June 2017
                                  • Infrequent players demonstrate the importance of retention for console games
                                    • Local multiplayer could boost the Nintendo Switch’s proposition for younger consumers
                                      • Figure 11: Attitudes to gaming, June 2017
                                    • One in four gamers watches eSports tournaments
                                      • Figure 12: Attitudes to eSports, broadcasting gameplay and viewing gameplay, June 2017
                                    • What we think
                                    • Issues and Insights

                                      • The mobile model for console gaming
                                        • The facts
                                          • The implications
                                            • Developing an eSports audience
                                              • The facts
                                                • The implications
                                                • The Market – What You Need to Know

                                                  • Video game market to return to growth in 2017
                                                    • Nintendo Switch boosts hardware sales
                                                      • The Netflix of video games
                                                        • The mobile model for video games
                                                        • Market Size, Segmentation and Forecast

                                                          • Video game market to return to growth in 2017
                                                            • Figure 13: Value of the UK video game and console market, 2012-17
                                                            • Figure 14: Forecast for the value of the UK video game and console market, 2012-22
                                                          • Nintendo Switch expected to reinvigorate hardware sales…
                                                              • Figure 15: Volume of the UK games console market, 2012-17
                                                              • Figure 16: Forecast for the value of the UK games console market, 2012-22
                                                              • Figure 17: forecast for the volume of the UK games consoles market, 2012-22
                                                            • …but decline in software sales likely to continue
                                                                • Figure 18: Volume of the UK video game software market, 2012-17
                                                              • Software sales expected to become more consistent over the next five years
                                                                • Figure 19: forecast for the value of the UK video game software market, 2012-22
                                                                • Figure 20: Forecast for the volume of the UK video game software market, 2012-22
                                                              • Forecast methodology
                                                              • Market Drivers

                                                                • Nintendo Switch launch boosts hardware sales
                                                                  • Figure 21: the Nintendo Switch
                                                                • ‘The Netflix of video games’
                                                                  • The mobile model for PC and console games
                                                                    • Brexit pushes up the prices of in-game items
                                                                    • Companies and Brands – What You Need to Know

                                                                      • Launch of the Switch helps Nintendo boost its position in the market
                                                                        • PS4 and Xbox One continue to dominate software sales
                                                                          • Microsoft reveals Project Scorpio as the Xbox One X
                                                                            • Sony launches PS VR and the PS4 Pro for the 2016 holiday season
                                                                              • Twitch aims to put itself at the heart of the video game market
                                                                                • Overwatch League set to launch in late 2017
                                                                                  • Switch launch sees Nintendo lead advertising expenditure
                                                                                  • Market Share

                                                                                    • Launch of the Switch helps Nintendo boost its position in the market
                                                                                      • Figure 22: Estimated share of UK games console sales, by volume, 2016 and 2017 (to date: 01/01/2017-03/06/2017)
                                                                                    • PS4 and Xbox One continue to dominate software sales
                                                                                      • Figure 23: Estimated share of UK video game sales, by volume, 2016 and 2017 (to date: 01/01/2017-03/06/2017)
                                                                                  • Launch Activity and Innovation

                                                                                    • Microsoft reveals Project Scorpio as the Xbox One X
                                                                                      • Figure 24: The Xbox One X
                                                                                    • Sony launches PS VR and the PS4 Pro for the 2016 holiday season
                                                                                      • Figure 25: PS VR Headset with PS Move controllers
                                                                                    • Twitch aims to put itself at the heart of the video game market
                                                                                      • Microsoft develops its own livestreaming platform, Mixer
                                                                                        • Overwatch League set to launch in late 2017
                                                                                          • Figure 26: The Overwatch League Logo
                                                                                        • GAME Belong
                                                                                          • Figure 27: Belong gaming space
                                                                                        • Atari announces the Ataribox
                                                                                          • Figure 28: The Ataribox
                                                                                      • Advertising and Marketing Activity

                                                                                        • Switch launch sees Nintendo lead advertising expenditure
                                                                                          • Figure 29: Total above-the-line, online display and direct mail advertising expenditure on video games and consoles, 01/08/2016-01/08/2017
                                                                                        • Nielsen Ad Intel coverage
                                                                                        • The Consumer – What You Need to Know

                                                                                          • Static and portable console ownership both up in Q2 2017
                                                                                            • Xbox One S out performing PS4 Pro in the UK so far
                                                                                              • Switch in as many homes as the PS4 Pro
                                                                                                • Purchase plans suggest strong holiday season for PS VR and Nintendo Switch
                                                                                                  • Digital retail on par with physical for gamers who buy games regularly
                                                                                                    • Over half of portable owners play games multiple times a week
                                                                                                      • Infrequent players demonstrate the importance of retention for console games
                                                                                                        • Local multiplayer could boost the Nintendo Switch’s proposition for younger consumers
                                                                                                          • One in four gamers watches eSports tournaments
                                                                                                          • Console Ownership

                                                                                                            • Static and portable console ownership both up in Q2 2017
                                                                                                              • Figure 30: Static and portable console ownership, December 2013 - June 2017
                                                                                                            • Xbox One S outperforming PS4 Pro in the UK so far
                                                                                                              • Switch in as many homes as the PS4 Pro
                                                                                                                • Figure 31: Static games console ownership, June 2017
                                                                                                                • Figure 32: Portable games console ownership, June 2017
                                                                                                              • Almost all Switch owners own at least one other console brand
                                                                                                                • Figure 33: Repertoire of console ownership, June 2017
                                                                                                              • PS VR adoption low but not insignificant
                                                                                                                • Figure 34: Virtual reality headset usage, by static console ownership, June 2017
                                                                                                            • Video Game and Console Awareness and Purchasing

                                                                                                              • Awareness of Xbox One X is low
                                                                                                                • Figure 35: Awareness of new consoles and gaming technology, June 2017
                                                                                                              • Purchase plans suggest strong holiday season for PS VR and Nintendo Switch
                                                                                                                • Figure 36: Console and video game technology purchase plans, June 2017
                                                                                                              • Xbox One owners more likely than PS4 owners to consider upgrading
                                                                                                                • Nintendo Switch has strong appeal for 3DS owners
                                                                                                                  • Figure 37: Console and video game technology purchase plans, by console ownership, June 2017
                                                                                                                • Digital retail on par with physical for gamers who buy games regularly
                                                                                                                  • Figure 38: Video game purchasing frequency, June 2017
                                                                                                              • Gaming Frequency

                                                                                                                • Over half of portable owners play games multiple times a week
                                                                                                                  • Figure 39: Gaming frequency, June 2017
                                                                                                                • Infrequent players demonstrate the importance of retention for console games
                                                                                                                  • Expansion packs and time-limited events are effective retention tools
                                                                                                                    • Alternative ways of retaining players
                                                                                                                    • Attitudes to Gaming

                                                                                                                      • Local multiplayer could boost the Nintendo Switch’s proposition for younger consumers
                                                                                                                        • Figure 40: Attitudes to gaming, June 2017
                                                                                                                        • Figure 41: Interest in hybrid console concept, by those aware of Nintendo Switch vs all gamers, June 2017
                                                                                                                      • One in four gamers watches eSports tournaments
                                                                                                                        • Xbox One a more popular broadcasting platform than PS4
                                                                                                                          • Figure 42: Attitudes to eSports, broadcasting gameplay and viewing gameplay, June 2017
                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                          • Abbreviations
                                                                                                                            • Consumer research methodology
                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                              • Total market value forecast
                                                                                                                                • Figure 43: Forecast for the value of the UK video game and console market, 2012-22
                                                                                                                              • Hardware value forecast
                                                                                                                                • Figure 44: Forecast for the value of the UK games console market, 2012-22
                                                                                                                              • Hardware volume forecast
                                                                                                                                • Figure 45: Forecast for the volume of the UK games console market, 2012-22
                                                                                                                              • Software value forecast
                                                                                                                                • Figure 46: Forecast for the value of the UK video game software market, 2012-22
                                                                                                                              • Software volume forecast
                                                                                                                                • Figure 47: Forecast for the volume of the UK video game software market, 2012-22
                                                                                                                              • Forecast methodology

                                                                                                                              Companies Covered

                                                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                                                              Video Games and Consoles - UK - September 2017

                                                                                                                              US $2,570.96 (Excl.Tax)