Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Forecast value of video game and console sales, 2008-18
- Market factors
- Raft of micro-consoles set to launch, but unlikely to impact industry
- Wii U fails to gain traction
- Electronic Arts abolishes Online Pass blocking second-hand gamers from online environments
- Companies, brands and innovation
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- Figure 2: Total fixed and portable console volume sales, by console, 2012
- Figure 3: Top 30 bestselling video game unit sales, by publisher, 2012
- The consumer
- What type of gamers are consumers?
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- Figure 4: Type of gamer consumers categorise themselves as, July 2013
- Console Ownership and Intention to Purchase
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- Figure 5: Ownership and intention to purchase consoles by consumers, July 2013
- Interest in purchasing next-generation consoles
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- Figure 6: Consumers’ interest in purchasing next-generation consoles, July 2013
- Importance of features when buying a console
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- Figure 7: Importance of features for consumers purchasing a new console, July 2013
- Main users and the influence of children
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- Figure 8: Main user of future consoles in the household, July 2013
- Figure 9: Influence of children on the choice of consumers’ next console, July 2013
- What we think
Issues in the Market
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- Will Nintendo be able to revitalise sales of the Wii U?
- Will early criticism of the Xbox One see the PS4 steal a march in 2013?
- What is the future of handheld consoles?
- Is Freemium gaming the future?
Trend Application
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- Trend: Many Mes
- Trend: Decline of Deference
- Mintel Futures: Old Gold
Market Drivers
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- Key points
- New console competitors failing to make a splash
- Xbox One drops unpopular restrictions
- Microsoft may alienate casual players with price and privacy concerns
- EA – pioneer of online passes – abandons system
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- Figure 10: EA digital revenue, by type, Q1 2012-Q1 2014 (May-June)
- Handhelds struggle to gain purchase
- Wii U still losing money for Nintendo
- Freemium revenue for apps surpasses dedicated game purchases
Who’s Innovating?
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- Key points
- Rift Drifter puts players on trial
- SingStar becomes free to play after low sales
- Skylander: Swap Force brings physical characters to digital world
- Disney gears up to release biggest ever game experience
Market Size and Forecast
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- Key points
- Market
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- Figure 11: Value of UK video game and console sales, 2008-18
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- Figure 12: Value of video game sales, 2008-18
- Figure 13: Value of console sales, 2008-18
- Forecasts
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- Figure 14: Forecast value of video game and console sales, 2008-18
- Figure 15: Forecast value of console sales, 2008-18
- Figure 16: Forecast value of video game sales, 2008-18
Market Share and Segmentation
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- Key points
- Console volume sales down almost a third in a year
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- Figure 17: Total UK console volume sales, 2011-12 and lifetime
- Figure 18: Total UK console volume sales, by console, 2012
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- Figure 19: European PS3, Xbox 360 and Wii volume sales, 2012
- Xbox 360 took half of all fixed sales in UK in 2012
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- Figure 20: Total UK fixed console volume sales, by console, 2012 and lifetime
- DS remains much more popular lifetime console
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- Figure 21: Total UK portable console volume sales, by console, 2012 and lifetime
- Shooters and action games take the top spots
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- Figure 22: Top 30 bestselling games, by platform, genre and sales, 2012
- Figure 23: Platform share of top 30 bestselling video game unit sales, 2012
- EA takes the majority of sales, though Activision has bigger hits
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- Figure 24: Publisher share of top 30 bestselling video game unit sales, 2012
- Figure 25: Publisher share of top 30 bestselling video game titles, by number of titles released, 2012
Companies and Products
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- Activision Blizzard, Inc.
- Background
- Financial performance and strategy
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- Figure 26: Financial performance of Activision Blizzard, Inc., 2011 and 2012
- Electronic Arts Inc
- Background
- Financial performance and strategy
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- Figure 27: Financial performance of Electronic Arts Inc., 2012 and 2013
- Microsoft Corporation
- Background
- Financial performance and strategy
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- Figure 28: Financial performance of Microsoft Corporation, 2011 and 2012
- Nintendo Co., Ltd
- Background
- Financial performance and strategy
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- Figure 29: Financial performance of Nintendo Co., Ltd., 2012 and 2013
- Sony Corporation
- Background
- Financial performance and strategy
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- Figure 30: Financial performance of Sony Corporation, 2012 and 2013
- Ubisoft Entertainment SA
- Background
- Financial performance and strategy
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- Figure 31: Financial performance of Ubisoft Entertainment, 2012 and 2013
Brand Communication and Promotion
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- Key points
- Games software takes the majority of adspend
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- Figure 32: Video game and console topline category adspend, by media, 2012
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- Figure 33: Press-based adspend, by company, 2012
- Game console adspend set to explode over 2014
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- Figure 34: Video game and console detailed category adspend, 2009-12
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- Figure 35: Console and game adspend, 2009-12
What Type of Gamers Are Consumers?
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- Key points
- Six in ten are gamers
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- Figure 36: Type of gamer consumers categorise themselves as, July 2013
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- Figure 37: Consumers who identify themselves as gamers, by gamer type, July 2013
- 16-24s most likely to be hardcore gamers
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- Figure 38: Type of gamer consumers categorise themselves as, by age, July 2013
- Men are still the primary audience
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- Figure 39: Type of gamer consumers categorise themselves as, by gender, July 2013
Console Ownership and Intention to Purchase
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- Key points
- Wii still the most widely owned console in the UK
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- Figure 40: Ownership and intention to purchase consoles by consumers, July 2013
- Xbox 360 maintains lead over PS3
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- Figure 41: Consumer ownership of consoles, September 2013
- Wii U owners likely still buying for children
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- Figure 42: Ownership of Wii U, by age of children present in the household, September 2013
- Kinect favoured mainly by the young
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- Figure 43: Ownership of PlayStation Move and Xbox Kinect, by age, June 2013
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- Figure 44: Ownership of the Xbox Kinect and PlayStation Move accessories by Xbox 360 and PlayStation 3 owners, September 2013
Interest in Purchasing Next-Generation Consoles
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- Key points
- PlayStation 4 slightly more popular than Xbox One
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- Figure 45: Consumers’ interest in purchasing next-generation consoles, July 2013
- Male lead diminishes for those considering purchase
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- Figure 46: Consumer intentions of purchasing next-generation consoles, by gender, July 2013
- 25-34s more enthused about the PlayStation 4
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- Figure 47: Consumer intentions of purchasing next-generation consoles, by age, July 2013
- Almost half of all Xbox One buyers will also get the PlayStation 4
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- Figure 48: Intentions to purchase an Xbox One, by intentions to purchase a PlayStation 4, July 2013
- Figure 49: Intentions to purchase a PlayStation 4, by intentions to purchase an Xbox One, July 2013
- Hardcore and regular players favour PlayStation 4
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- Figure 50: Interest in purchasing next-generation consoles, by gamer type, July 2013
Importance of Features When Buying a Console
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- Key points
- No restrictions on used games the most important feature for gamers
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- Figure 51: Importance of features for consumers purchasing a new console, July 2013
- Publishers may benefit from actively advertising the end of play-passes
- Being able to share content least important factor
- Presence of children most likely to impact on importance of video sharing
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- Figure 52: Percentage point increase in ‘Any importance’ response from consumers with children in the household over consumers without children in the household, July 2013
- Xbox One buyers have a broader spectrum of interests
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- Figure 53: Importance of new features when buying a console, by consumers who will definitely purchase a PlayStation 4, July 2013
- Figure 54: Importance of new features when buying a console, by consumers who will definitely purchase an Xbox One, July 2013
- Regular players most enticed by streaming services and Kinect control
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- Figure 55: Importance of new features when buying a console, by gamer type, July 2013
Main Users and the Influence of Children
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- Key points
- Four in ten would be the main users of any new console purchased
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- Figure 56: Main user of future consoles in the household, July 2013
- Traditional gender lines maintained
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- Figure 57: Main user of future consoles in the household, by gender, July 2013
- Older consumers remain the primary gamers
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- Figure 58: Main user of future consoles in the household, by age, July 2013
- Those with children in the home more likely to buy for children
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- Figure 59: Main user of future consoles in the household, by presence and age of children in the household, July 2013
- Children make the final decision for 15% of parents
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- Figure 60: Influence of children on the choice of consumers’ next console, July 2013
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- Figure 61: Influence of children on the choice of consumers’ next console, by age of parent, July 2013
- 16 the age where children are given autonomy
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- Figure 62: Influence of children on the choice of consumers’ next console, by age of children in the household, July 2013
Appendix – What Types of Gamers Are Consumers?
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- Figure 63: Type of gamer consumers categorise themselves as, July 2013
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- Figure 64: Type of gamer consumers categorise themselves as, by demographics, July 2013
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Appendix – Console Ownership and Intention to Purchase
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- Figure 65: Consumer console ownership, September 2013
- Figure 66: Consumer console ownership, by most popular consoles owned by consumers, September 2013
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- Figure 67: Consumer console ownership, by next most popular consoles owned by consumers, September 2013
- Figure 68: Consumer console ownership, by most popular consoles do not own but plan to buy in the next six months, September 2013
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- Figure 69: Consumer console ownership, by next most popular consoles consumers do not own but plan to buy in the next six months, September 2013
- Figure 70: Consumer console ownership, by most popular console consumers neither own nor plan to buy in the next six months, September 2013
- Figure 71: Consumer console ownership, by next most popular console consumers neither own nor plan to buy in the next six months, September 2013
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- Figure 72: Consumer console ownership, by least popular console consumers neither own nor plan to buy in the next six months, September 2013
- Figure 73: Most popular consoles currently owned by consumers, by demographics, September 2013
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- Figure 74: Next most popular consoles currently owned by consumers, by demographics, September 2013
- Figure 75: Least popular consoles currently owned by consumers, by demographics, September 2013
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- Figure 76: Most popular console consumers do not own but plan to buy in the next six months, by demographics, September 2013
- Figure 77: Next most popular console consumers do not own but plan to buy in the next six months, by demographics, September 2013
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- Figure 78: Least popular console consumers do not own but plan to buy in the next six months, by demographics, September 2013
- Figure 79: Most popular console consumers neither own nor plan to buy in the next six months, by demographics, September 2013
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- Figure 80: Next most popular console consumers neither own nor plan to buy in the next six months, by demographics, September 2013
- Figure 81: Least popular console consumers neither own nor plan to buy in the next six months, by demographics, September 2013
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Appendix – Interest in Purchasing Next-Generation Consoles
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- Figure 82: Consumer interest in purchasing next-generation consoles, July 2013
- Figure 83: Consumer interest in purchasing next-generation consoles, by type of gamer consumers categorise themselves as, July 2013
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- Figure 84: Consumer interest in purchasing next-generation consoles, by consumer interest in purchasing next-generation consoles – Sony PlayStation, July 2013
- Figure 85: Consumer interest in purchasing next-generation consoles, by consumer interest in purchasing next-generation consoles – Microsoft Xbox One, July 2013
- Figure 86: Consumer interest in purchasing next-generation consoles – Sony PlayStation, by demographics, July 2013
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- Figure 87: Consumer interest in purchasing next-generation consoles, – Microsoft Xbox One, by demographics, July 2013
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Appendix – Importance of Features When Buying A Console
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- Figure 88: Desirability of features for consumers, July 2013
- Figure 89: Importance of being able to control the console through voice or gestures rather than with a controller as a feature in new consoles, July 2013
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- Figure 90: Importance of being able to play games through voice or gesture rather than with a controller as a feature in new consoles, July 2013
- Figure 91: Importance of being able to link a second device to the console to show extra information as a feature in new consoles, July 2013
- Figure 92: Importance of the ability to share clips of your gameplay with others from the console as a feature in new consoles, July 2013
- Figure 93: Importance of no restrictions on playing second-hand games on the console as a feature in new consoles, July 2013
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- Figure 94: Importance of the console can link with computers in the house to play videos and music from them as a feature in new consoles, July 2013
- Figure 95: Importance of online music streaming services can be accessed through the console as a feature in new consoles, July 2013
- Figure 96: Importance of online video streaming services can be accessed through the console as a feature in new consoles, July 2013
- Figure 97: Importance of independent games can be played on the console as a feature in new consoles, July 2013
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- Figure 98: Importance of games that exist digitally on the console can be lent to friends as a feature in new consoles, July 2013
- Figure 99: Importance of free online multiplayer as a feature in new consoles, July 2013
- Figure 100: Importance of the ability to play games without an internet connection as a feature in new consoles, July 2013
- Figure 101: Desirability of features for consumers, by type of gamer consumers categorise themselves as, July 2013
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- Figure 102: Importance of being able to control the console through voice or gestures rather than with a controller as a feature in new consoles, by demographics, July 2013
- Figure 103: Importance of being able to play games through voice or gesture rather than with a controller as a feature in new consoles, by demographics, July 2013
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- Figure 104: Importance of being able to link a second device to the console to show extra information as a feature in new consoles, by demographics, July 2013
- Figure 105: Importance of the ability to share clips of your gameplay with others from the console as a feature in new consoles, by demographics, July 2013
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- Figure 106: Importance of no restrictions on playing second-hand games on the console as a feature in new consoles, by demographics, July 2013
- Figure 107: Importance of the console can link with computers in the house to play videos and music from them as a feature in new consoles, by demographics, July 2013
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- Figure 108: Importance of online music streaming services can be accessed through the console as a feature in new consoles, by demographics, July 2013
- Figure 109: Importance of online video streaming services can be accessed through the console as a feature in new consoles, by demographics, July 2013
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- Figure 110: Importance of independent games can be played on the console as a feature in new consoles, by demographics, July 2013
- Figure 111: Importance of games that exist digitally on the console can be lent to friends as a feature in new consoles, by demographics, July 2013
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- Figure 112: Importance of free online multiplayer as a feature in new consoles, by demographics, July 2013
- Figure 113: Importance of the ability to play games without an internet connection as a feature in new consoles, by demographics, July 2013
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Appendix – Main Users and the Influence of Children
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- Figure 114: Main future user of any new console in the home, July 2013
- Figure 115: Interest in next-generation consoles, by main future user of any new console in the home, July 2013
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- Figure 116: Main future user of any new console in the home, by demographics, July 2013
- Figure 117: Influence of children on the console buying process, July 2013
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- Figure 118: Interest in next-generation consoles, by influence of children on the console buying process, July 2013
- Figure 119: Desirability of features for consumers, by influence of children on the console buying process, July 2013
- Figure 120: Influence of children on the console buying process, by desirability of features for consumers – Being able to control the console through voice or gestures rather than with a controller, July 2013
- Figure 121: Influence of children on the console buying process, by desirability of features for consumers – Being able to play games through voice or gesture, rather than with a controller, July 2013
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- Figure 122: Influence of children on the console buying process, by desirability of features for consumers – Being able to link a second device to the console to show extra information, July 2013
- Figure 123: Influence of children on the console buying process, by desirability of features for consumers – The ability to share clips of your gameplay with others from the console, July 2013
- Figure 124: Influence of children on the console buying process, by desirability of features for consumers – No restrictions on playing second-hand games on the console, July 2013
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- Figure 125: Influence of children on the console buying process, by desirability of features for consumers – The console can link with computers in the house to play videos and music from them, July 2013
- Figure 126: Influence of children on the console buying process, by desirability of features for consumers – Online music streaming services can be accessed through the console, July 2013
- Figure 127: Influence of children on the console buying process, by desirability of features for consumers – Online video streaming services can be accessed through the console, July 2013
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- Figure 128: Influence of children on the console buying process, by desirability of features for consumers – Independent games can be played on the console, July 2013
- Figure 129: Influence of children on the console buying process, by desirability of features for consumers – Games that exist digitally on the console can be lent to friends, July 2013
- Figure 130: Influence of children on the console buying process, by desirability of features for consumers – Free online multiplayer, July 2013
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- Figure 131: Influence of children on the console buying process, by desirability of features for consumers – The ability to play games without an internet connection, July 2013
- Figure 132: Influence of children on the console buying process, by demographics, July 2013
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