Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Overview
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- Figure 1: Video game devices played, March 2018
- The issues
- Little variety in devices
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- Figure 2: Number of video game devices played, March 2018
- Difficult to launch new ideas
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- Figure 3: Path to purchase, March 2018
- Casual gaming lacks dedication
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- Figure 4: Attitudes toward gaming dedication, March 2018
- Expanding on traditional ads
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- Figure 5: Attitudes toward advertising in games, March 2018
- The opportunities
- Not all platforms are the same
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- Figure 6: Perceptions of gaming platforms – Correspondence analysis, March 2018
- The potential for eSports
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- Figure 7: Attitudes toward eSports, March 2018
- Expanding mobile capabilities
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- Figure 8: Smartphone and tablet ownership, 2015 vs 2017
- Growth to come from key demos
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- Figure 9: Profile of dedicated gaming console gamer, March 2018
- What it means
The Market – What You Need to Know
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- Opportunities for growth in population
- Gaming faces stiff competition from other leisure activities
Market Factors
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- Young adults taking control of gaming
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- Figure 10: Population by age, 2018-23
- Share of households with children shrinking
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- Figure 11: Share of households, by presence of related children, 2007-17
- Device ownership a boost for mobile gaming
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- Figure 12: Smartphone and tablet ownership, 2015 vs 2017
- Healthy outlook gives way to increasing spending for some
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- Figure 13: Current financial situation, by age, February 2018
Market Perspective
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- Digital activities dominated by shopping, video content
- Streaming media dominating at-home entertainment
- Teen market boosting gaming potential
- Having fun out-of-home
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- Figure 14: Where extra money is spent, November 2017
Key Players – What You Need to Know
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- Developers show range
- From fringe to mainstream appeal
- Exploitation hurts reputations
- Opportunities to expand in existing channels
Video Game Developers Overview
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- Nintendo Co., Ltd.
- Rockstar Games, Inc.
- Electronic Arts, Inc.
- Activision Blizzard, Inc.
- Valve Corporation
What’s Working?
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- Watching others play
- The (sub)cultural impact of eSports
- Professional streamers getting noticed
- Staying engaged with gamers
- Consumer data helping with development
- Keeping gamers informed
- Nintendo Switch takes off
- Specializing the console experience
What’s Struggling?
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- Harassment, inclusion in gaming highlight gender gap
- Backlash for “pay to win” gaming
- Privacy breaches could concern gamers
What’s Next?
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- Push for streaming services
- AR, VR still trying to break through
- Competitive gaming expanding
- Going mobile
- Dedicating spaces
- Indie games flood the market
- The impact of blockchain
- Expanding mobile capabilities
The Consumer – What You Need to Know
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- Casual gaming common
- Competition takes the backseat to relaxation
- Gaming platforms perceived differently
- Gamers gravitate toward the familiar
- Repetition creates some barriers
- eSports on the brink of mainstream
- Avoiding the pitfalls of gaming
- Tough to reach gamers through traditional ads
Video Game Devices
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- Key opportunity
- Device usage highlights less dedicated gaming
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- Figure 15: Video game devices played, March 2018
- Only playing on a few devices
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- Figure 16: Number of video game devices played, March 2018
- Demographic profiles of different gamers
- Mobile gamers
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- Figure 17: Profile of mobile device gamer, March 2018
- Computer gamers
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- Figure 18: Profile of computer gamer, March 2018
- Dedicated console gamers
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- Figure 19: Profile of dedicated gaming console gamer, March 2018
Reasons for Gaming
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- Key opportunity
- Chilling more important than thrilling
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- Figure 20: Reasons for gaming, March 2018
- Gaming priorities shift with age
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- Figure 21: Reasons for gaming – Select items, by age, March 2018
- Single gamers seek escape
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- Figure 22: Reasons for gaming – Select items, by marital status, March 2018
Perceptions of Gaming Platforms
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- Key opportunity
- Positive sentiments overall drive enjoyment
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- Figure 23: Perceptions of gaming platforms – Any platform, March 2018
- Different attitudes for different platforms
- Mobile gaming
- Computer gaming
- Xbox and PlayStation
- Nintendo and handheld consoles
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- Figure 24: Perceptions of gaming platforms – Correspondence analysis, March 2018
Path to Purchase
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- Key opportunity
- Familiarity drives interest
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- Figure 25: Path to purchase, March 2018
- Knowing more is always better for parents
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- Figure 26: Path to purchase – Select items, by parental status, March 2018
Video Game Behaviors
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- Key opportunity
- One game can be a long-term focus
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- Figure 27: Video game behaviors, March 2018
- Black, Hispanic gamers involved for more time
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- Figure 28: Video game behaviors – Select items, by race and Hispanic origin March 2018
The eSports Viewer
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- Key opportunity
- Hardcore gamers most likely to watch others play
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- Figure 29: Profile of an eSports viewer, March 2018
- Still room to grow appreciation
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- Figure 30: Attitudes toward eSports, March 2018
- Opportunity to reach Black, Hispanic gamers through eSports
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- Figure 31: Attitudes toward eSports, by race and Hispanic origin, March 2018
Gaming Dedication
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- Key opportunity
- The potential for addiction may limit gameplay
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- Figure 32: Attitudes toward gaming dedication, March 2018
- Parents see joys and pitfalls of gaming
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- Figure 33: Attitudes toward gaming dedication, by parental status, March 2018
Attitudes toward Advertising in Games
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- Key opportunity
- Video game ads may be a distraction
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- Figure 34: Attitudes toward advertising in games, March 2018
- Where to reach the true gamers
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- Figure 35: Self-identified gamers, by social media sites visited daily, March 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Correspondence Analysis
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- Methodology
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- Figure 36: Perceptions of gaming devices, March 2018
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