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Video Games - UK - November 2011

“Publishers are developing ways in which to potentially increase acceptance of the play pass model (for example through the inclusion of a multiplayer aspect), but consumers will inevitably expect the initial cost of second-hand games to fall to allow for the subsequent expected outlay. So while publishers’ revenues may receive a boost, the success of the play pass would represent another blow to any high street retailers offering pre-owned games, many of whom are already facing a tough time in the music and video market.”

– Samuel Gee, Technology Analyst

Some questions answered in the report include:

  • Are bricks and mortar retailers at risk from the growth of downloadable content (DLC)?
  • Can game publishers profit from second-hand sales without angering consumers?
  • Is DRM a long term solution to protect profits?
  • How can retailers boost sales at launch without discounting?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast value of the video game market, 2006-16
              • Figure 2: Top 50 bestselling videogames in the EEMEAA region, by publisher, 2000-11
              • Figure 3: Methods used to obtain console games, 2011
            • Market factors
              • Second-hand games cause publishers headaches over lost revenue
                • Downloadable content contributing ever greater revenue
                  • New control systems suffer from underwhelming games
                    • The consumer
                      • Gamer types
                        • Figure 4: Gamer types, September 2011
                      • Household game players
                        • Figure 5: Household game players, September 2011
                      • Types of games played
                        • Figure 6: Types of games played, by respondents, September 2011
                      • Attitudes towards obtaining video games
                        • Figure 7: Agreement and disagreement with attitudes towards obtaining video games, September 2011
                      • Gaming habits
                        • Figure 8: Attitudes towards gaming habits, September 2011
                      • Target groups
                        • Figure 9: Video game target groups, September 2011
                      • What we think
                      • Issues in the Market

                          • Are bricks and mortar retailers at risk from the growth of downloadable content (DLC)?
                            • Can game publishers profit from second-hand sales without angering consumers?
                              • Is DRM a long term solution to protect profits?
                                • How can retailers boost sales at launch without discounting?
                                • Future Opportunities

                                  • Inspire Insights
                                    • Trend: Make it Mine
                                      • Trend: Click and Connect
                                      • Internal Market Environment

                                        • Key points
                                          • Console purchasing tails off for Nintendo and the PSP
                                            • Figure 10: Consoles purchased by consumers in the past 12 months, 2007-11
                                            • Figure 11: Consoles in the home, 2007-11
                                          • Game publishers miss out on returns from second-hand games
                                            • Retailers see growth in pre-owned sector, however
                                              • Increasing focus on healthy living
                                                • Figure 12: Attitudes towards healthy eating and exercise, March 2000 and March 2010
                                              • Continuing focus on videogames and mental health
                                                • Use as an educational tool increases
                                                  • HDTV penetration prompts high expectations of HD content
                                                    • Figure 13: Ownership of HDTVs, April 2009-April 2011
                                                  • Increase of social activity reflected in games
                                                    • Figure 14: Numbers of social networks ever used, March 2011
                                                  • New control systems go widely underutilised
                                                    • Downloadable content provides higher returns
                                                      • Bricks and mortar stores also gain from DLC
                                                        • Concerns over DLC
                                                        • Broader Market Environment

                                                          • Key points
                                                            • Low consumer confidence will impact discretionary spending
                                                              • Figure 15: GFK NOP Consumer Confidence Index, January 1988-September 2011
                                                            • Increasing levels of obesity will not help image
                                                              • Figure 16: Trends in obesity* by gender, 2006-10
                                                            • Greater broadband penetration facilitates downloads
                                                              • Figure 17: Broadband penetration, 2006-11
                                                            • Slow economic recovery will aid sales for casual consumers
                                                              • Figure 18: GDP, PDI, consumer expenditure and savings, at current prices, 2006-16
                                                            • Family lifestage consumers scheduled to grow
                                                              • Figure 19: Forecast adult population trends, by lifestage, 2006-16
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • Valve experiments with pricing
                                                                • LA Noire features true to life non-playable characters
                                                                  • Sony pushes global adoption of 3D games
                                                                    • Sega introduces ‘Toylets’
                                                                      • Portal 2 ARG generates enormous online interest
                                                                      • Market Size, Segmentation and Forecast

                                                                        • Key points
                                                                          • Videogame sales continue to decline into 2011
                                                                            • Figure 20: Value of the UK video games market, 2006-11
                                                                          • In-store purchases most popular with consumers
                                                                            • Figure 21: Methods used to obtain console games, 2011
                                                                          • Nintendo claims half volume sales of 50 bestselling games
                                                                            • Figure 22: Top 50 bestselling videogame titles in the EEMEAA region, by publisher, 2000-11
                                                                            • Figure 23: Volume sales of the 50 bestselling video games* in the EMEAA region, by publisher 2000-11
                                                                          • Market forecast
                                                                            • Figure 24: Video game market forecast, 2006-16
                                                                        • Companies and Products

                                                                            • Electronic Arts
                                                                              • Nintendo
                                                                                • Rockstar Games
                                                                                  • Sony (SCE Worldwide Studios)
                                                                                  • Brand Communication and Promotion

                                                                                    • Key points
                                                                                      • 2011 adspend continues recovery from 2008 dip
                                                                                        • Figure 25: Videogame adspend by quarter, 2007 Q1-2011 Q2
                                                                                      • Television remains most popular medium
                                                                                        • Figure 26: Videogame adspend, by media, 2007-10
                                                                                    • Gamer Types

                                                                                      • Key points
                                                                                        • 70% of respondents are game players
                                                                                          • Figure 27: Gamer types, September 2011
                                                                                        • Casual gamers most likely to own the Nintendo Wii
                                                                                          • Figure 28: Gamer type, by console ownership, September 2011
                                                                                          • Figure 29: Console ownership, by gamer type, September 2011
                                                                                        • Women remain the least interested in video games
                                                                                          • Figure 30: Gamer type, by gender, September 2011
                                                                                      • Gaming Households

                                                                                        • Key points
                                                                                          • Four in ten households have children playing games
                                                                                            • Figure 31: Household game players, September 2011
                                                                                          • Part-time working mothers most likely to have children playing in the home
                                                                                            • PlayStation 3 drops in popularity amongst households where only children play
                                                                                              • Figure 32: console ownership by household game players, September 2011
                                                                                          • Types of Games Played

                                                                                            • Key points
                                                                                              • Racing and warfare games show the most consistent popularity
                                                                                                • Figure 33: Types of games played, by household game players, September 2011
                                                                                                • Figure 34: Game types played, by household game players, September 2011
                                                                                              • Health/fitness and family/music games generate most consistent attraction across gamer types
                                                                                                • Figure 35: Video games played, by gamer type, September 2011
                                                                                              • Nintendo Wii ownership only peaks for health or family games
                                                                                                • Figure 36: Types of games played, by console ownership of those who play games, September 2011
                                                                                              • Child gamers show greater spikes in ownership
                                                                                                • Figure 37: Types of games played, by console ownership of those whose children play games, September 2011
                                                                                            • Obtaining Video Games

                                                                                              • Key points
                                                                                                • Accessibility of violent games still a major concern
                                                                                                  • Figure 38: Attitudes towards obtaining video games, September 2011
                                                                                                • Accessories dilute “purity” of game experience?
                                                                                                  • Sony gamers take the lead in purchasing extra content
                                                                                                    • Figure 39: attitudes towards spending money on games, by console ownership, September 2011
                                                                                                  • All gaming households are looking to save money
                                                                                                    • Figure 40: Attitudes towards obtaining games, by gaming households, September 2011
                                                                                                  • Local multiplayer stands to sell well
                                                                                                  • Gaming Habits

                                                                                                    • Key points
                                                                                                      • Eight out of ten consumers are after casual games
                                                                                                        • Figure 41: Consumer gaming habits, September 2011
                                                                                                      • Avid gamers tend towards social engagement
                                                                                                        • Figure 42: Attitudes towards social game playing, by gamer type, September 2011
                                                                                                        • Figure 43: Agreement to gaming attitudes, by console ownership, September 2011
                                                                                                      • Nintendo Wii social games do not translate online
                                                                                                        • Figure 44: Agreement with the statement “I prefer to play games that involve online multiplayer”, by console ownership, September 2011
                                                                                                      • Price-wary consumers still potential big spenders
                                                                                                        • Figure 45: Agreement to habits regarding games, by those who often wait for games to come down in price before purchase, September 2011
                                                                                                    • Target Groups

                                                                                                      • Key points
                                                                                                        • Figure 46: Video game target groups, September 2011
                                                                                                      • Lapsed and Lackadaisical
                                                                                                        • Key characteristics
                                                                                                          • Who are they?
                                                                                                            • Marketing message
                                                                                                              • Offspring Entertainers
                                                                                                                • Key characteristics
                                                                                                                  • Who are they?
                                                                                                                    • Marketing message
                                                                                                                      • Freshfaced Warboys
                                                                                                                        • Key characteristics
                                                                                                                          • Who are they?
                                                                                                                            • Marketing message
                                                                                                                              • Veterans
                                                                                                                                • Key characteristics
                                                                                                                                  • Who are they?
                                                                                                                                    • Marketing message
                                                                                                                                    • Appendix – Internal Market Environment

                                                                                                                                        • Figure 47: Ownership or purchase of portable and static games consoles in the last 12 months, 2007-11
                                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                                        • Figure 48: Video game market forecast, 2006-16
                                                                                                                                        • Figure 49: Best and worst case video game market forecasts, 2011-16
                                                                                                                                    • Appendix – Gamer Types

                                                                                                                                        • Figure 50: Gamer type, September 2011
                                                                                                                                        • Figure 51: Gamer type, by most popular console ownership, September 2011
                                                                                                                                        • Figure 52: Gamer type, by demographics, September 2011
                                                                                                                                    • Appendix – Gaming Households

                                                                                                                                        • Figure 53: Household game players, September 2011
                                                                                                                                        • Figure 54: Household game players, by demographics, September 2011
                                                                                                                                        • Figure 55: Console ownership, by household game players, September 2011
                                                                                                                                        • Figure 56: Household game players, by household game players, September 2011
                                                                                                                                        • Figure 57: Types of games played by respondent’s children, by gamer type, September 2011
                                                                                                                                        • Figure 58: Types of games played by respondent’s spouse or partner, by gamer type, September 2011
                                                                                                                                        • Figure 59: Types of games played by other relationship to respondent, by gamer type, September 2011
                                                                                                                                        • Figure 60: Types of games played, by most popular console ownership responses, September 2011
                                                                                                                                        • Figure 61: Types of games played, by next most popular console ownership responses, September 2011
                                                                                                                                        • Figure 62: Types of games played, by least popular console ownership responses, September 2011
                                                                                                                                        • Figure 63: Types of games played by respondent’s flatmates/housemates, by console ownership, September 2011
                                                                                                                                        • Figure 64: Console ownership, by most popular types of games played by respondent, September 2011
                                                                                                                                        • Figure 65: Console ownership, by next most popular types of games played by respondent, September 2011
                                                                                                                                        • Figure 66: Console ownership, by least popular types of games played by respondent, September 2011
                                                                                                                                        • Figure 67: Console ownership, by most popular types of games played by respondent’s children, September 2011
                                                                                                                                        • Figure 68: Console ownership, by next most popular types of games played by respondent’s children, September 2011
                                                                                                                                        • Figure 69: Console ownership, by types of games played by respondent’s spouse or partner, September 2011
                                                                                                                                        • Figure 70: Console ownership, by types of games played by those with other relationship to the respondent, September 2011
                                                                                                                                    • Appendix – Types of Games Played

                                                                                                                                        • Figure 71: Types of games played, September 2011
                                                                                                                                        • Figure 72: Most popular types of games played by respondent, by demographics, September 2011
                                                                                                                                        • Figure 73: Next most popular types of games played by respondent, by demographics, September 2011
                                                                                                                                        • Figure 74: Most popular types of games played by respondent’s children, by demographics, September 2011
                                                                                                                                        • Figure 75: Next most popular types of games played by respondent’s children, by demographics, September 2011
                                                                                                                                        • Figure 76: Types of games played by respondent’s spouse or partner, by demographics, September 2011
                                                                                                                                        • Figure 77: Types of games played by primary household game player, by gamer type, September 2011
                                                                                                                                        • Figure 78: Types of games played by respondent’s flatmates and housemates, by gamer type, September 2011
                                                                                                                                        • Figure 79: Types of games played by respondent’s children, by gamer type, September 2011
                                                                                                                                        • Figure 80: Types of games played by respondent’s spouse or partner, by gamer type, September 2011
                                                                                                                                        • Figure 81: Types of games played by other relationship to respondent, by gamer type, September 2011
                                                                                                                                        • Figure 82: Types of games played, by most popular console ownership responses, September 2011
                                                                                                                                        • Figure 83: Types of games played, by next most popular console ownership responses, September 2011
                                                                                                                                        • Figure 84: Types of games played, by least popular console ownership responses, September 2011
                                                                                                                                    • Appendix – Obtaining Video Games

                                                                                                                                        • Figure 85: Attitudes towards obtaining video games, September 2011
                                                                                                                                        • Figure 86: Attitudes towards obtaining video games, by gamer type, September 2011
                                                                                                                                        • Figure 87: Attitudes towards obtaining video games, by most popular console ownership, September 2011
                                                                                                                                        • Figure 88: Attitudes towards obtaining video games, by next most popular console ownership, September 2011
                                                                                                                                        • Figure 89: Attitudes towards obtaining video games, by least popular console ownership, September 2011
                                                                                                                                        • Figure 90: Attitudes towards obtaining video games, by household game players, September 2011
                                                                                                                                        • Figure 91: Gamer type, by agreement with the statements ‘I think it is too easy for children to access violent games’ and ‘I would be more likely to pre-order a game if it came with extra content’, September 2011
                                                                                                                                        • Figure 92: Gamer type, by agreement with the statements ‘I would be less likely to buy a game if it required an extra accessory to play’ and ‘I would buy a new console specifically to play a game I was interested in’, September 2011
                                                                                                                                        • Figure 93: Gamer type, by agreement with the statements ‘I’m prepared to pay to download additional content for games I own’ and ‘I often wait for games to come down in price before I buy them’, September 2011
                                                                                                                                        • Figure 94: Console ownership, by agreement with the statements ‘I think it is too easy for children to access violent games’ and ‘I would be more likely to pre-order a game if it came with extra content (ie extra characters, weapons or gameplay features)’, September 2011
                                                                                                                                        • Figure 95: Console ownership, by agreement with the statements ‘I would be less likely to buy a game if it required an extra accessory to play’ and ‘I would buy a new console specifically to play a game I was interested in’, September 2011
                                                                                                                                        • Figure 96: Console ownership, by agreement with the statements ‘I’m prepared to pay to download additional content for games I own’ and ‘I often wait for games to come down in price before I buy them’, September 2011
                                                                                                                                        • Figure 97: Household game players, by agreement with the statements ‘I think it is too easy for children to access violent games’ and ‘I would be more likely to pre-order a game if it came with extra content (ie extra characters, weapons or gameplay features)’, September 2011
                                                                                                                                        • Figure 98: Household game players, by agreement with the statements ‘I would be less likely to buy a game if it required an extra accessory to play’ and ‘I would buy a new console specifically to play a game I was interested in’, September 2011
                                                                                                                                        • Figure 99: Household game players, by agreement with the statements ‘I’m prepared to pay to download additional content for games I own’ and ‘I often wait for games to come down in price before I buy them’, September 2011
                                                                                                                                        • Figure 100: Attitudes towards obtaining video games, by agreement with the statements ‘I think it is too easy for children to access violent games’ and ‘I would be more likely to pre-order a game if it came with extra content (ie extra characters, weapons or gameplay features)’, September 2011
                                                                                                                                        • Figure 101: Attitudes towards obtaining video games, by agreement with the statements ‘I would be less likely to buy a game if it required an extra accessory to play’ and ‘I would buy a new console specifically to play a game I was interested in’, September 2011
                                                                                                                                        • Figure 102: Attitudes towards obtaining video games, by agreement with the statements ‘I’m prepared to pay to download additional content for games I own’ and ‘I often wait for games to come down in price before I buy them’, September 2011
                                                                                                                                        • Figure 103: Agreement with the statements ‘I think it is too easy for children to access violent games’ and ‘I would be more likely to pre-order a game if it came with extra content (ie extra characters, weapons or gameplay features)’, by demographics, September 2011
                                                                                                                                        • Figure 104: Agreement with the statements ‘I would be less likely to buy a game if it required an extra accessory to play’ and ‘I would buy a new console specifically to play a game I was interested in’, by demographics, September 2011
                                                                                                                                        • Figure 105: Agreement with the statements ‘I’m prepared to pay to download additional content for games I own’ and ‘I often wait for games to come down in price before I buy them’, by demographics, September 2011
                                                                                                                                        • Figure 106: Agreement with the statements ‘I prefer games that can be easily picked up and put down (ie started and stopped whenever I like)’ and ‘I prefer to buy pre-owned games rather than new’, by demographics, September 2011
                                                                                                                                        • Figure 107: Agreement with the statements ‘Most of my game playing is done with my family’ and ‘Most of my game playing is done with my friends’, by demographics, September 2011
                                                                                                                                        • Figure 108: Agreement with the statement ‘I prefer to play games that involve online multiplayer’, by demographics, September 2011
                                                                                                                                    • Appendix – Gaming Habits

                                                                                                                                        • Figure 109: Gaming habits, September 2011
                                                                                                                                        • Figure 110: Gaming habits, by gamer type, September 2011
                                                                                                                                        • Figure 111: Gaming habits, by most popular console ownership, September 2011
                                                                                                                                        • Figure 112: Gaming habits, by next most popular console ownership, September 2011
                                                                                                                                        • Figure 113: Gaming habits, by least popular console ownership, September 2011
                                                                                                                                        • Figure 114: Gaming habits, by household game players, September 2011
                                                                                                                                        • Figure 115: Gamer type, by agreement with the statements ‘I prefer games that can be easily picked up and put down (ie started and stopped whenever I like)’ and ‘I prefer to buy pre-owned games rather than new’, September 2011
                                                                                                                                        • Figure 116: Gamer type, by agreement with the statements ‘Most of my game playing is done with my family’ and ‘Most of my game playing is done with my friends’, September 2011
                                                                                                                                        • Figure 117: Gamer type, by agreement with the statement ‘I prefer to play games that involve online multiplayer’, September 2011
                                                                                                                                        • Figure 118: Console ownership, by agreement with the statements ‘I prefer games that can be easily picked up and put down (ie started and stopped whenever I like)’ and ‘I prefer to buy pre-owned games rather than new’, September 2011
                                                                                                                                        • Figure 119: Console ownership, by agreement with the statements ‘Most of my game playing is done with my family’ and ‘Most of my game playing is done with my friends’, September 2011
                                                                                                                                        • Figure 120: Console ownership, by agreement with the statement ‘I prefer to play games that involve online multiplayer’, September 2011
                                                                                                                                        • Figure 121: Household game players, by agreement with the statements ‘I prefer games that can be easily picked up and put down (ie started and stopped whenever I like)’ and ‘I prefer to buy pre-owned games rather than new’, September 2011
                                                                                                                                        • Figure 122: Household game players, by agreement with the statements ‘Most of my game playing is done with my family’ and ‘Most of my game playing is done with my friends’, September 2011
                                                                                                                                        • Figure 123: Household game players, by agreement with the statement ‘I prefer to play games that involve online multiplayer’, September 2011
                                                                                                                                        • Figure 124: Attitudes towards gaming habits, by agreement with the statements ‘I prefer games that can be easily picked up and put down (ie started and stopped whenever I like)’ and ‘I prefer to buy pre-owned games rather than new’, September 2011
                                                                                                                                        • Figure 125: Attitudes towards gaming habits, by agreement with the statements ‘Most of my game playing is done with my family’ and ‘Most of my game playing is done with my friends’, September 2011
                                                                                                                                        • Figure 126: Attitudes towards gaming habits, by agreement with the statement ‘I prefer to play games that involve online multiplayer’, September 2011
                                                                                                                                    • Appendix – Target Groups

                                                                                                                                        • Figure 127: Gamer type, by target groups, September 2011
                                                                                                                                        • Figure 128: Console ownership, by target groups, September 2011
                                                                                                                                        • Figure 129: Primary household game players, by target groups, September 2011
                                                                                                                                        • Figure 130: Types of games played, by target groups, September 2011
                                                                                                                                        • Figure 131: Types of games played, by target groups, September 2011
                                                                                                                                        • Figure 132: Types of games played, by target groups, September 2011
                                                                                                                                        • Figure 133: Types of games played, by target groups, September 2011
                                                                                                                                        • Figure 134: Types of games played, by target groups, September 2011
                                                                                                                                        • Figure 135: Attitudes to spending on video games, by target groups, September 2011
                                                                                                                                        • Figure 136: Attitudes to gaming habits, by target groups, September 2011
                                                                                                                                        • Figure 137: Target groups, by demographics, September 2011

                                                                                                                                    Companies Covered

                                                                                                                                    • Electronic Arts, Inc
                                                                                                                                    • Hasbro UK Ltd
                                                                                                                                    • Namco Bandai Holdings (USA)
                                                                                                                                    • Nintendo UK Entertainment Ltd
                                                                                                                                    • Popcap Games Inc
                                                                                                                                    • Rockstar Games Inc
                                                                                                                                    • Sony (UK) Ltd
                                                                                                                                    • Sony Corporation
                                                                                                                                    • Sucker Punch Productions

                                                                                                                                    Video Games - UK - November 2011

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