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Video Games and Consoles - UK - August 2019

Covered in this report

The video games and console market is estimated to be worth £1.17 billion in 2019, declining from £1.26 billion in 2018. The market has been on a continued decline for several years and is waiting for its next major console launches. This will happen with Project Scarlett for Xbox in late 2020 and whilst the next PlayStation is expected to be around the same time, this is yet to be officially confirmed.

Intent to upgrade to next generation machines is good, with 68% of console owners at least considering upgrading. The new launches and early games are set to be major contributors to the industry’s return to growth by the end of 2020.


“The video games and console market is estimated to continue its decline in 2019 and much of 2020. However, the launches of the next Xbox and possibly PlayStation towards the end of next year are set to significantly boost the market from that point on. Another growing trend in the industry is game streaming across mobile devices, such as tablets and smartphones, particularly with the launch of Google’s Stadia platform. This is providing users with a choice and flexibility not previously available with console-only gaming.”

– Zach Emmanuel, Consumer Technology Analyst

This report examines the following issues:

  • New Stadia streaming service suggests opportunities for zero-rating data deals
  • PSVR growth held back by lack of opportunities to try it

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Table of contents

  1. Overview

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

          • The market
            • Market declining but will be boosted significantly in 2020
              • Figure 1: Forecast for the value of the video games and consoles market, 2014-2024
              • Figure 2: Forecast for the volume of the video games and consoles market, 2014-2024
            • Traditional console gaming becoming an activity for all devices…
              • ...but high quality internet speeds needed as a result
                • Esports driving the need for more powerful consoles
                  • Companies and brands
                    • Google announces internet-based gaming platform Stadia
                      • Xbox launches Xbox One S All Digital Edition and reveals Project Scarlett details
                        • Nintendo unveils cheaper alternative to Switch with Switch Lite
                          • Epic Games drives significant increase in video games advertising spend
                            • The consumer
                              • Over 50% of Generation Z and Millennials have a static console at home
                                • Figure 3: Ownership of static games consoles, June 2019
                              • PlayStation still clear as most popular static console
                                • Figure 4: Type of static console owned, June 2019
                              • Portable console ownership stays level compared to 2018
                                • Figure 5: Ownership of portable games consoles, June 2019
                              • Significant growth in ownership of PSVR
                                • Figure 6: Use or interest in VR for PlayStation owners, June 2019
                              • First-person shooter games edge out other genres
                                • Figure 7: Preferred gaming genre, June 2019
                              • Discs still most popular way to play…
                                • Figure 8: Preference for digital games or discs, June 2019
                              • Almost 70% of console owners at least considering upgrading to next generation
                                • Figure 9: Intent to buy next generation console, June 2019
                              • What we think
                              • Issues and Insights

                                • New Stadia streaming service suggests opportunities for zero-rating data deals
                                  • The facts
                                    • The implications
                                      • PSVR growth held back by lack of opportunities to try it
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • Games console market declining but will be boosted significantly in 2020
                                              • Red Dead Redemption 2 and FIFA 19 most popular Xbox and PlayStation titles in 2018
                                                • Traditional console gaming becoming an activity for all devices…
                                                  • …but high quality internet speeds needed as a result
                                                    • Esports driving the need for more powerful consoles
                                                    • Market Size and Forecast

                                                      • Games console market declining but will be boosted significantly in 2020
                                                        • Figure 10: Forecast for the value of the video games and consoles market, 2014-2024
                                                        • Figure 11: Forecast for the volume of the video games and consoles market, 2014-2024
                                                        • Figure 12: Value of the UK video game and console market, 2014-2019
                                                        • Figure 13: Volume of the UK games console market, 2014-2019
                                                        • Figure 14: Share of volume sales of games consoles, by brand, 2017 and 2018
                                                      • Red Dead Redemption 2 and FIFA 19 most popular Xbox and PlayStation titles in 2018
                                                        • Figure 15: Volume of the UK video game software market, 2014-2019
                                                    • Market Drivers

                                                      • Next generation consoles to significantly boost the market
                                                        • Traditional console gaming becoming an activity for all devices…
                                                          • …but high quality internet speeds needed as a result
                                                            • Esports driving the need for more powerful consoles
                                                            • Companies and Brands – What You Need to Know

                                                              • Google announces internet-based gaming platform Stadia
                                                                • Xbox launches Xbox One S All Digital Edition and reveals Project Scarlett details
                                                                  • Nintendo unveils cheaper alternative to Switch with Switch Lite
                                                                    • Epic Games drives significant increase in video games advertising spend
                                                                    • Launch Activity and Innovation

                                                                      • Google announces internet-based gaming platform Stadia
                                                                        • Figure 16: Google Stadia controller
                                                                      • Xbox launches Xbox One S All Digital Edition and reveals Project Scarlett details
                                                                        • Figure 17: Xbox One S All Digital Edition
                                                                      • Sony offers PlayStation game streaming for iOS and announces next-gen PlayStation
                                                                        • Nintendo unveils cheaper alternative to Switch with Switch Lite
                                                                          • Figure 18: Nintendo Switch Lite
                                                                      • Advertising and Marketing Activity

                                                                        • Epic Games drives significant increase in video games advertising spend
                                                                            • Figure 19: Total above-the-line, online display and direct mail advertising expenditure on video games and consoles hardware and software, 2014-2018
                                                                            • Figure 20: Total above-the-line, online display and direct mail advertising expenditure on video games and consoles hardware and software, by leading advertisers, 2017 and 2018
                                                                            • Figure 21: Total above-the-line, online display and direct mail advertising expenditure on video games and consoles hardware and software, by media type, 2017 and 2018
                                                                          • Nielsen Ad Intel coverage
                                                                          • Brand Research

                                                                              • Brand map
                                                                                • Figure 22: Attitudes towards and usage of selected brands, July 2019
                                                                              • Key brand metrics
                                                                                • Figure 23: Key metrics for selected brands, July 2019
                                                                              • Brand attitudes: PlayStation leads for delivering high quality and innovation
                                                                                • Figure 24: Attitudes, by brand, July 2019
                                                                              • Brand personality: Nintendo viewed as most accessible
                                                                                • Figure 25: Brand personality – macro image, July 2019
                                                                              • Xbox is well rounded but expensive
                                                                                • Figure 26: Brand personality – micro image, July 2019
                                                                              • Brand analysis
                                                                                • PlayStation leads recent consumer usage, satisfaction and recommendations
                                                                                  • Figure 27: User profile of PlayStation, July 2019
                                                                                • Xbox close to PlayStation in offering a positive user experience
                                                                                  • Figure 28: User profile of Xbox, July 2019
                                                                                • Nintendo appealing to a range of consumer age groups
                                                                                  • Figure 29: User profile of Nintendo, July 2019
                                                                              • The Consumer – What You Need to Know

                                                                                • Over 50% of Generation Z and Millennials have a console at home
                                                                                  • Portable console ownership stays level compared to 2018
                                                                                    • Significant growth in ownership of PSVR
                                                                                      • First-person shooter games edge out other genres
                                                                                        • Discs still most popular way to play…
                                                                                          • Almost 70% of console owners at least considering upgrading to next generation
                                                                                            • Performance is highly important for gamers considering a next gen upgrade
                                                                                            • Ownership of Static and Portable Games Consoles

                                                                                              • Over 50% of Generation Z and Millennials have a static console at home
                                                                                                • Figure 30: Ownership of technology products, June 2019
                                                                                              • PlayStation still clear as most popular static console
                                                                                                  • Figure 31: Type of static console owned, June 2019
                                                                                                • Portable console ownership stays level from 2018
                                                                                                  • Figure 32: Ownership of portable games consoles, June 2019
                                                                                                • Over half of portable games console owners have a Nintendo 3DS
                                                                                                  • Figure 33: Type of portable console owned, June 2019
                                                                                              • Virtual Reality for Console Gaming

                                                                                                • Significant growth in usage of and interest in PSVR
                                                                                                  • Figure 34: Use of or interest in VR for PlayStation owners, 2018 - 2019
                                                                                                • Four in ten non-PS4 gamers are interested in VR
                                                                                                  • Figure 35: Interest in VR for non-PlayStation owners, June 2019
                                                                                                • Uninterested gamers say VR is too expensive and a gimmick
                                                                                                    • Figure 36: Reasons for lack of interest in VR for non-PlayStation owners, June 2019
                                                                                                • Gaming Genres and Formats

                                                                                                  • First-person shooter games edge out other genres
                                                                                                    • Figure 37: Preferred gaming genre, June 2019
                                                                                                  • Discs still most popular way to play…
                                                                                                    • Figure 38: Preference for digital games or discs, June 2019
                                                                                                  • …but nearly half of gamers would be happy with a digital-only console
                                                                                                    • Figure 39: Interest in buying a digital-only console, June 2019
                                                                                                • Next Generation Consoles – Intent to Upgrade and Important Factors

                                                                                                  • Almost 70% of console owners at least considering upgrading to next generation
                                                                                                    • Figure 40: Intent to buy next generation console, June 2019
                                                                                                  • Four in ten consumers who plan to upgrade will do so in first six months
                                                                                                    • Figure 41: Timescale of buying a next generation console, June 2019
                                                                                                  • Performance is highly important for gamers considering a next gen upgrade
                                                                                                      • Figure 42: Most important factors in deciding to upgrade, June 2019
                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                      • Abbreviations
                                                                                                        • Consumer research methodology

                                                                                                        Video Games and Consoles - UK - August 2019

                                                                                                        £1,995.00 (Excl.Tax)