Table of Contents
Executive Summary
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- The issues
- Most gaming platforms see growth in engagement
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- Figure 1: Video game platforms used, February 2015-April 2016
- Consumers demand control over how, when they play
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- Figure 2: Desired video game features, April 2016
- Perceptions of typical “gamers” likely hurting the industry
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- Figure 3: Perceptions of gamers, April 2016
- The opportunities
- Younger demographics turning to computers
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- Figure 4: Video game platforms used, by age, February 2015 – April 2016
- Make casual play accessible, reward hardcore play
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- Figure 5: Desired video game features (earned in-game bonuses), by household income, April 2016
- Engage the competitive gaming mom
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- Figure 6: Perceptions of gamers, April 2016, by parental status and gender, April 2016
- What it means
The Market – What You Need to Know
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- Computer gaming market increasingly dependent on laptop devices
- Tablets to drive mobile gaming market
- Urban environments invest in mobile networks
Market Factors
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- Sophistication of laptops will drive computer gaming
- Tablet ownership to be a main driver of mobile gaming
- Urban environments invest in mobile infrastructure; commuters get better cellular connections
Key Players – What You Need to Know
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- Audience for eSports competitive with traditional sports
- Video game community moderation and psychology overlap
- Nintendo releases first mobile game
- Community moderation still a challenge for eSports
- Computer gaming to rise with greater accessibility, customization
What’s Working?
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- Professional video gaming driving engagement, sponsorships, opportunity
- Riot Games continues making strides in reducing negative behavior in League of Legends
- Nintendo’s Miitomo leaps into the mobile gaming market
What’s Struggling?
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- Negative behavior puts a dark cloud over eSports
- NVIDIA’s Shield tablet experiences recall
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- Figure 7: Selected video game device purchase intent, June 2015
What’s Next?
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- The rise of computer gaming
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- Figure 8: Video game platforms used, by age, February 2015-April 2016
- No Man’s Sky challenges the size of open exploration games
The Consumer – What You Need to Know
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- Most platforms show light growth in engagement
- Innovation on the horizon across many genres
- Gaming consumers are socially driven
- Many consumers see gamers as hardcore, but very few see themselves this way
What Devices Consumers Use to Play Video Games
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- Slow growth across most platforms
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- Figure 9: Video game platforms used, February 2015-April 2016
- Can digital distribution bring video game renting back?
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- Figure 10: Video game platforms used, by age, February 2015-April 2016
- Hispanics increasingly drawn to computer games
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- Figure 11: Video game platforms used by Hispanics, February 2015-April 2016
- Opportunity to engage non-Whites with most platforms
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- Figure 12: Video game platforms used, by race, April 2016
What Genres of Video Games Consumers are Playing
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- New interfaces pave the way for innovation across genres
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- Figure 13: Video game genres played, February 2015-April 2016
- Affluent gamers playing a larger variety
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- Figure 14: Video game genres played among high income consumers (Household income $150K+) February 2015-April 2016
- Gender divide between categories shortens among parents
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- Figure 15: Video game genres played, by gender and parental status, April 2016
Attitudes toward Gaming and the Video Game Industry
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- Social bonding drives gaming
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- Figure 16: Attitudes toward video games, April 2016
- Championships important for engaging higher income households
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- Figure 17: Interest in video game championships, by household income, April 2016
- Gamers who are interested in championships play on many platforms
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- Figure 18: Outlook for the future of video games as entertainment, by device played on, April 2016
- Video games: The future of entertainment?
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- Figure 19: Outlook for the future of video games as entertainment, by age, April 2016
- Young gamers see the darker side of online play
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- Figure 20: perception of online game communities, by age, April 2016
How Consumers Perceive Themselves in Gaming
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- “Gamers” are seen as competitive, hardcore and social
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- Figure 21: Perceptions of gamers, April 2016
- More than one-third of young women consider themselves competitive
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- Figure 22: Perceptions of gamers, April 2016, by gender and age, April 2016
- Opportunity: Engage moms in competitive play
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- Figure 23: Perceptions of gamers, April 2016, by parental status and gender, April 2016
- Hispanics are social, dedicated collectors
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- Figure 24: Perceptions of gamers, April 2016, by Hispanic origin, April 2016
The Path to Purchase Video Games
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- Mintel Trend Why Buy: Implications for the video game industry
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- Figure 25: Video game path to purchase, April 2016
- Interest-based targeting a must for reaching older gamers
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- Figure 26: Video game path to purchase, by age, April 2016
- TV and magazines pave the path to purchase for Hispanic gamers
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- Figure 27: Video game path to purchase, by Hispanic origin, April 2016
Consumers’ Desired Video Game Features and Attributes
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- Majority of gamers want to play at their own speed
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- Figure 28: Desired video game features, April 2016
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- Figure 29: Desired video game features (playing at own pace), by number of devices used to play games, April 2016
- Beauty is in the eye of the beholder: Young consumers want cosmetic customization
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- Figure 30: Desired video game features (cosmetic customization), by gender and age, April 2016
- Tough-to-earn rewards a path to engaging higher income consumers
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- Figure 31: Desired video game features (earned in-game bonuses), by household income, April 2016
- Looks matter: Consumers discuss video game aesthetics
Appendix – Data Sources and Abbreviations
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- Data sources
- Market and brand data
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
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