2021
8
Canada Gaming: Consoles and PCs Market Report 2021
2021-05-18T04:07:59+01:00
OX1044691
3695
138291
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Report
en_GB
“The past year has been unique for this industry – with increased demand as a result of the COVID-19 pandemic and more time spent at home. With so many Canadians…

Canada Gaming: Consoles and PCs Market Report 2021

£ 3,695 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the Canada Gaming Consoles and PC market, including the behaviours, preferences and habits of the consumer.

Playing video games on console and PC has been an established pastime for a number of years now, but the pandemic has accelerated and further legitimised it as a mainstream hobby and way of connecting with others online. The COVID-19 lockdowns has forced many to spend extended periods of time indoors, with 29% of consumers reporting playing more games than they did before the pandemic started.

Canada Gaming Market – Current Landscape

The release of the latest next-generation consoles in November 2020 has also driven increased attention to the gaming console market, as well as the corresponding release of games and other gaming-related products. 35% of video game players have spent more money on gaming since the start of the pandemic. With the widespread use of console and PC games, video games have become a useful marketing tool. As more and more Canadians play video games, the industry will continue to provide meaningful impact on the consumer market, providing limitless opportunities for brands in the PC gaming industry.

PC Gaming Market – Consumer Trends

While 54% of gamers say they’d play more games if they had the free time to do so, the return to normal life as the pandemic subsides will see numbers of active players fall. However, more flexible working hours and a trend towards homeworking may continue, gaming may remain a part of day-to-day life for more people than before the pandemic. With the industry made up of only 28% female employees and 2% non-binary employees compared to 70% men, further representation in both games and the industry could also help attract underrepresented groups into the industry and consumer base.

Read on to discover more details or take a look at all of our Gaming Market Research.

Quickly understand

  • Console and PC gaming behaviours, including types of PCs and consoles used
  • A comparison of last-gen consoles and an early look at consumer response to next-gen consoles
  • The types of video games played and the typical ways of acquiring video games
  • Consumers’ attitudes towards ads in games and willingness to watch ads for a reward
  • Opportunities for game development, including offline content and physical activity.

Covered in this report

Console and PC Brands: PlayStation (Sony), Xbox (Microsoft), Nintendo, Dell, Alienware, HP, Asus, Amazon Lunar, Google Stadia, Sega.

Video Games: Animal Crossing, Counter Strike, Cyberpunk 2077, Tomb Raider, The Last Of Us, Fall Guys, Among Us, MLB The Show, Doom: Eternal, Mario, The Sims, Red Dead Redemption 2, NBA2K, Fortnite, Ring Fit Adventure.

Other Brands: Hellmann’s, Colour Pop Cosmetics, Twitch, EA Games, Facebook, YouTube, Netflix, Verizon, Spotify.

Expert analysis from a specialist in the field

Written by Scott Stewart, a leading analyst in the Technology sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The past year has been unique for this industry – with increased demand as a result of the COVID-19 pandemic and more time spent at home. With so many Canadians playing pc/console video games, it is increasingly important to understand them at a more granular level; gaming pc users are much different than standard pc users, while there are differences between Nintendo and PlayStation/ Xbox players. Marketers can also benefit from the popularity of video games, since it is now an advertising channel that offers access to half of Canadians. And its digital format means messages can be much more impactful than more static ads on tv, radio or social media.

Scott Stewart
Senior Tech & Media Research Analyst

 

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
  2. Executive Summary

    • Top takeaways
    • Market overview
    • Impact of COVID-19 on console and PC gaming
      • Figure 1: Immediate, short and longer-term impact of COVID-19 on console and PC gaming, April 2021
    • Opportunities
    • Video games offer a unique opportunity for advertisers
    • Physical discs continue to be relevant in the gaming industry
    • Streamers are becoming more powerful influencers
    • Challenges
    • PC/console gaming has two very different groups of consumers
    • Next-gen consoles will succeed, but will not broaden the category significantly
  3. The Market – Key Takeaways

    • Supply and demand changes are creating scarcity, limiting sales
    • In-home and government investments create foundation for gaming
    • The gaming industry is connected to broader market trends
  4. The Market – By the Numbers

    • Comparing next-gen console launch to last gen
      • Figure 2: Console unit sales, December 2013 vs December 2020
    • Xbox is more relevant in North America than globally
      • Figure 3: Total console unit sales, April 2021
  5. Market Factors

    • Supply issues continue to be a challenge for the console category
    • Most Canadians have grown up with video games
      • Figure 4: Canadian population, by year of birth, 2020
    • Changes in commutes give consumers more time for gaming
    • The economy has stabilized, but is still unusual
      • Figure 5: Canadian GDP, January 2020-January 2021
      • Figure 6: Canadian unemployment rate, January 2020-March 2021
      • Figure 7: Canadian household saving rate, Q1 2018-Q4 2020
    • High-speed internet access is expanding
      • Figure 8: Canadian fixed broadband internet availability, 2017
    • Console gaming can be a driver of TV innovation and adoption
    • Diversity in games has gotten better, but still room for improvement
      • Figure 9: Tomb Raider Instagram post, April 2021
      • Figure 10: PlayStation Instagram post, February 2020
    • Impact of COVID-19 on console and PC gaming
    • Immediate impacts (2020)
    • Short term (2021)
    • Recovery (2022-2025)
  6. Companies and Brands – Key Takeaways

    • Leading companies are evolving the gaming industry
  7. Competitive Strategies

    • Next-gen PlayStation and Xbox consoles offer digital editions
      • Figure 11: PlayStation Canada Instagram post, October 2020
      • Figure 12: Xbox Canada Instagram post, September 2020
    • Xbox Game Pass and PlayStation Now embrace cross-platform gaming
      • Figure 13: Xbox Twitter post, March 2021
    • Game companies leverage multiple platforms for success
    • Game price variance shows there are multiple ways to succeed
    • Animal Crossing shows how gaming cross-promotion can work
      • Figure 14: Hellmann Canada’s Twitter post, October 2020
      • Figure 15: Colour Pop Cosmetics Instagram post, March 2021
    • Cyberpunk 2077 taught the gaming industry lessons in promotion
      • Figure 16: Cyberpunk Game Instagram post, December 2020
    • Leading PC companies use sub-brands to focus on gaming
      • Figure 17: Dell Instagram post, February 2021
      • Figure 18: Alienware Instagram post, February 2021
    • Amazon enters the gaming industry via the cloud
  8. The Consumer – Key Takeaways

    • Overall gaming behaviour
    • PC and console device usage
    • Video game habits and purchases
    • Advertising in video games
    • What consumers want more of in video games
  9. Overall Gaming Behaviour

    • Video games align with Mintel Trend Drivers
    • PC ownership is high, while console ownership remains steady
      • Figure 19: Tech device ownership, December 2019-March 2021
    • Half of consumers have played video games on a PC/console recently
      • Figure 20: Devices used to play video games in the past three months, March 2021
      • Figure 21: Devices used to play video games in the past three months, men vs women, March 2021
      • Figure 22: Devices used to play video games in the past three months, by age, March 2021
    • Dads play PC/console video games more than moms
      • Figure 23: Played video games on a PC/console in the past three months, by parents and gender, March 2021
    • Asian Canadians are more likely than average to play video games
      • Figure 24: Played video games on a PC/console in the past three months, by race, March 2021
    • Half of Quebec consumers play PC/console video games
      • Figure 25: Played video games on a PC/console in the past three months, Quebec vs overall, March 2021
    • Differentiating Xbox/PlayStation, Nintendo, standard and gaming PCs
    • PC gaming differs significantly across age groups
      • Figure 26: Age distribution of video game players, by gaming device used, March 2021
    • Xbox/PlayStation and gaming computers skew heavily to men
      • Figure 27: Gender distribution of video game players, by gaming device used, March 2021
      • Figure 28: 18-34-year-old men as a share of video game players, by gaming device used, March 2021
    • Families are a key consumer group for Nintendo Switch
      • Figure 29: Parents as a share of video game players, by gaming device used, March 2021
      • Figure 30: $70,000+ HHI as a share of video game players, by gaming device used, March 2021
    • Most play video games regularly
      • Figure 31: Video game frequency, March 2021
      • Figure 32: Play video games daily, by age, March 2021
    • Gaming PC players are the most frequent users
      • Figure 33: Video game frequency, by gaming device used, March 2021
    • Fun, relaxation and passing the time are common motivators
      • Figure 34: Reasons for playing video games, March 2021
      • Figure 35: Reasons for playing video games, 18-34s vs over-35s, March 2021
      • Figure 36: Reasons for playing video games, by gaming device used, March 2021
  10. PC and Console Device Usage

    • Most PC gaming is on standard computers
      • Figure 37: Computers used to play video games in the past three months, March 2021
    • Comparing last-gen consoles: PS4, Xbox One and Nintendo Switch
      • Figure 38: Consoles used to play video games in the past three months, March 2021
    • Men drive the success of PlayStation, while Nintendo succeeds with women
      • Figure 39: Consoles used to play video games in the past three months, men vs women, March 2021
    • Parents are the most likely to use Nintendo Switch
      • Figure 40: Consoles used to play video games in the past three months, parents vs non-parents, March 2021
    • Nintendo Switch skews to higher income households
      • Figure 41: Consoles used to play video games in the past three months, by household income, March 2021
    • Next generation consoles are resonating with console players
      • Figure 42: Ownership and interest in any next-gen console, overall vs console players, March 2021
    • PlayStation is leading the next-gen console battle, too
      • Figure 43: Ownership and interest in next-gen consoles, March 2021
    • Xbox One users are interested in the PlayStation 5
      • Figure 44: Ownership and interest in PlayStation 5, by last-gen console ownership, March 2021
      • Figure 45: Ownership and interest in Xbox Series X|S, by last-gen console ownership, March 2021
    • Consumers prefer to invest in fully capable consoles
      • Figure 46: Ownership and interest in next-gen consoles, March 2021
  11. Video Game Habits and Purchases

    • Puzzle and action/adventure games are the most common overall
      • Figure 47: Types of video games typically played, March 2021
    • Game type is another key difference between standard and gaming PC users
      • Figure 48: Types of video games typically played, standard vs gaming PC users, March 2021
      • Figure 49: Repertoire: four or more types of video games typically played, by gaming device used, March 2021
      • Figure 50: Types of video games typically played, men 18-34 vs all other consumers, March 2021
    • Differences among console players exists, but to a lesser degree than PCs
      • Figure 51: Types of video games typically played, Xbox/PlayStation vs Nintendo Switch users, March 2021
    • Physical discs still play an important role
      • Figure 52: Typical ways of getting video games, March 2021
    • Console and gaming computer players are similar when it comes to acquiring games
      • Figure 53: Typical ways of getting video games: physical copies, by gaming device used, March 2021
      • Figure 54: Typical ways of getting video games: digital downloads and subscriptions, by gaming device used, March 2021
      • Figure 55: Typical ways of getting video games: non-purchases, by gaming device used, March 2021
    • Physical discs remain relevant with younger consumers
      • Figure 56: Typical ways of getting video games, by age, March 2021
    • Word of mouth is an important purchase factor
      • Figure 57: Video game purchase influences, March 2021
      • Figure 58: Word of mouth purchase influences, men vs women, March 2021
      • Figure 59: Word of mouth purchase influences, 18-24s vs 25-34s, March 2021
    • Video game streamers are becoming powerful influencers
      • Figure 60: Purchase influence: video game streamers, by age, March 2021
      • Figure 61: The Sims Spark’d | Official Trailer, July 2020
    • Companies do have some direct control over their marketing efforts
      • Figure 62: Red Dead Redemption 2: Official Trailer #3, May 2018
      • Figure 63: Purchase influences: branding and advertising, by age, March 2021
  12. Advertising in Video Games

    • Consumers find advertisements distracting
      • Figure 64: Advertisements in PC/console video games are distracting (% agree), by gaming device used, March 2021
    • Game-appropriate advertising has a better chance of positive reception
      • Figure 65: NBA2K Instagram post, October 2020
      • Figure 66: MLB: The Show Instagram post, December 2020
      • Figure 67: Verizon Instagram post, February 2021
    • Many gamers are willing to leverage ads for personal benefit
    • Half of consumers would watch an ad for a reward
      • Figure 68: Would watch video ads in PC/console games if it provided a reward (% agree), by age, March 2021
    • Some gamers want to receive a discount for games with ads
      • Figure 69: Would buy PC/console video games that include ads if the price was discounted (% agree), by age, March 2021
      • Figure 70: Attitudes towards advertisements in PC/console video games (% agree), by household income, March 2021
    • Asian Canadians are particularly receptive to in-game advertising for benefits
      • Figure 71: Attitudes towards advertisements in PC/console video games (% agree), Asians vs overall, March 2021
  13. What Consumers Want More of in Video Games

    • More offline content would resonate with many gamers
      • Figure 72: Would like to see more offline content included in games (% agree), by presence of kids in household, March 2021
    • Building more physical activity into gaming
      • Figure 73: Brie Larson plays her favourite Nintendo Switch games – Ring Fit Adventure, November 2020
      • Figure 74: Nintendo Instagram post, December 2020
    • These games could increase demand among women
      • Figure 75: Interested in video games that include physical activity (% agree), by age and gender, March 2021
    • Connecting with younger consumers through socializing
      • Figure 76: Interested in video games that include physical activity (% agree), by age, March 2021
      • Figure 77: Interested in video games that include physical activity (% agree), by number of people living in household, March 2021
  14. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Mintel Trend Drivers
    • Abbreviations and terms
    • Abbreviations
    • Terms

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

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*databooks not available with UK B2B Industry reports.

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