Table of Contents
Executive Summary
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- The issues
- How consumers feel about video game journalism, advertising
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- Figure 1: Correspondence analysis – Opinions regarding video game reviews, advertising and branded blogs, February 2015
- Time spent playing video games
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- Figure 2: Time spent playing video games, February 2015
- What genres gamers are playing
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- Figure 3: Video game genres played, February 2015
- Interest in socialization and gaming
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- Figure 4: Opinions regarding gaming – Any agree, by age, February 2015
- Willingness to spend on video games
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- Figure 5: Willingness to spend on video games, February 2015
- The opportunities
- Build on branded trust through varied content
- Give players control over their gaming experiences
- Pricing strategies must evolve with monetization models
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- Figure 6: Opinions regarding video game purchasing, by age, February 2015
- Engage the social gamer
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- Figure 7: Cluster analysis groups, by willingness to spend on video games (median)
- What it means
The Market – What You Need to Know
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- Gaming is nearly universal among kids and teens
- Harassment in video games enters public focus
- The impact of professional video gaming
Market Factors
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- Majority of kids, teens play video games
- Gamergate brings harassment into focus
- Professional gaming to increase in diversity, viewership
Key Players – What You Need to Know
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- Mobile gaming gains industry and consumer attention
- What consoles can still learn from computer gaming: Third-party mods
What’s Working?
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- Traditional brands are getting involved in mobile gaming
What’s Struggling?
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- Subscription-based MMOGs lose traction
What’s Next?
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- The rise of procedural generation and open worlds
- Third-party modifications to come to consoles
The Consumer – What You Need to Know
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- Most consumers play video games
- Gamers interested in a range of genres
- Consumers and identifying as gamers
Platforms Used to Play Video Games
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- Two-thirds of consumers play video games
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- Figure 8: Platforms used to play video games, February 2015
- Households with children more likely to play video games
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- Figure 9: Platforms used to play video games, by presence of children under 18 in household, February 2015
Time Spent Playing Video Games
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- Gamers play an average of 4.6 hours per week
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- Figure 10: Time spent playing video games, February 2015
- The value of gamers’ time
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- Figure 11: Time spent playing video games (mean, excluding I’m not sure), by age, February 2015
Video Game Purchasing and Spending Trends
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- A minority of gamers will spend more than $60 in a month
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- Figure 12: Willingness to spend on video games, February 2015
- Median spending rises among the most frequent players
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- Figure 13: Willingness to spend on video games (median), by time spent playing video games, February 2015
- Consumers prefer buying physical copies of their games
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- Figure 14: Opinions regarding video game purchasing, by time spent playing video games, February 2015
- Consumer demand for video game subscription services
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- Figure 15: Opinions regarding video game purchasing, by age, February 2015
Video Game Genres Played
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- Consumers’ preferred video game genres
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- Figure 16: Video game genres played, February 2015
- Opportunity: Engage new audiences through familiar gaming genres
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- Figure 17: Video game genres played, by gender and age, February 2015
Consumers’ Opinions Regarding Gaming
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- Not all consumers who play video games consider themselves gamers
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- Figure 18: Identification as a gamer, by gender and age, February 2015
- The majority of consumers are receptive to ad-supported games
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- Figure 19: Opinions regarding gaming – Any agree, by time spent playing video games, February 2015
- Significant concern over graphic content
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- Figure 20: Opinions regarding gaming – Any agree, by age and gender, February 2015
- Most gamers want a challenge
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- Figure 21: Opinions regarding gaming – Any agree, by video game genres played, February 2015
- Consumer interest in the social aspects of playing video games
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- Figure 22: Opinions regarding gaming – Any agree, by age, February 2015
Kids and Video Games
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- The majority of kids play video games
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- Figure 23: Incidence of playing video games – Kids, by age, November 2013-December 2014
- What types of video games are kids playing?
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- Figure 24: Video game genres played – Kids, by age and gender, November 2013 – December 2014
- Kids and social gaming
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- Figure 25: Who kids play video games with, by age, November 2013-December 2014
- Role of video games in kids’ lives
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- Figure 26: Opinions regarding video games – Kids – Any agree, by race, November 2013-December 2014
Teens and Video Games
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- Incidence of playing video games and gamer identity among teens
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- Figure 27: Incidence of playing video games – Teens, by gender and age, November 2013-December 2014
- Many gameplay tendencies persist between children and teens
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- Figure 28: Video game genres played – Teens, by gender and age, November 2013-December 2014
- Role of video games in teens’ lives
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- Figure 29: Opinions regarding video games – Teens, by race, November 2013-December 2014
Correspondence Analysis
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- Consumers trust video game journalism
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- Figure 30: Correspondence analysis – Opinions regarding video game reviews, advertising and branded blogs, February 2015
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- Figure 31: Opinions regarding video game reviews, advertising and branded blogs, February 2015
Repertoire Analysis of Video Game Genres Played
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- A small share of gamers focus on a single genre
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- Figure 32: Repertoire of video game genres played, February 2015
- The majority of frequent gamers play five or more genres
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- Figure 33: Repertoire of video game genres played, by time spent playing video games, February 2015
Cluster Analysis
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- Figure 34: Target groups, February 2015
- Infrequent Players
- Engaged and Social
- Challenge Seekers
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Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Correspondence analysis methodology
- Cluster methodology
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Consumer
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- Incidence of kids playing video games
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- Figure 35: Video games owned or played – Kids, November 2013-December 2014
- Video game genres played by kids
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- Figure 36: Video game genres played – Kids, by demographics, part 1, November 2013- December 2014
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- Figure 37: Video game genres played – Kids, by demographics, part 2, November 2013-December 2014
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- Figure 38: Video game genres played – Kids, by demographics, part 3, November 2013-December 2014 (continued)
- Time spent playing video games – Kids
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- Figure 39: Time spent playing video games – Kids, by demographics, November 2013-December 2014
- Who kids play video games with
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- Figure 40: Who kids play video games with, by demographics, November 2013-December 2014
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- Figure 41: Who kids play video games with, by demographics, November 2013-December 2014
- General opinions about video games – Kids
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- Figure 42: Kids’ opinions about video games, by demographics, November 2013-December 2014
- Incidence of teens playing video games
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- Figure 43: incidence of playing video games – Teens, by demographics, November 2013-December 2014
- Time spent playing video games – Teens
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- Figure 44: Time spent playing video games – Teens, by demographics, November 2013-December 2014
- Video game genres played by teens
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- Figure 45: Video game genres played – Teens, by demographics, part 1, November 2013-December 2014
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- Figure 46: Video game genres played – Teens, by demographics, part 2, November 2013-December 2014
- General opinions regarding video games – Teens
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- Figure 47: Teens’ opinions regarding video games, by demographics, part 1, November 2013-December 2014
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- Figure 48: Teens’ opinions regarding video games, by demographics, part 2, November 2013-December 2014
- Time spent playing video games – Adults
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- Figure 49: Time spent playing video games – Adults, by demographics, November 2013-December 2014
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