Table of Contents
Executive Summary
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- The market
- Market declining but will be boosted significantly in 2020
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- 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
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- Figure 3: Ownership of static games consoles, June 2019
- PlayStation still clear as most popular static console
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- Figure 4: Type of static console owned, June 2019
- Portable console ownership stays level compared to 2018
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- Figure 5: Ownership of portable games consoles, June 2019
- Significant growth in ownership of PSVR
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- Figure 6: Use or interest in VR for PlayStation owners, June 2019
- First-person shooter games edge out other genres
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- Figure 7: Preferred gaming genre, June 2019
- Discs still most popular way to play…
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- Figure 8: Preference for digital games or discs, June 2019
- Almost 70% of console owners at least considering upgrading to next generation
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- Figure 9: Intent to buy next generation console, June 2019
- What we think
Issues and Insights
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- 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
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- 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
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- Games console market declining but will be boosted significantly in 2020
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- 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
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- 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
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- Figure 15: Volume of the UK video game software market, 2014-2019
Market Drivers
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- 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
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- 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
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- Google announces internet-based gaming platform Stadia
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- Figure 16: Google Stadia controller
- Xbox launches Xbox One S All Digital Edition and reveals Project Scarlett details
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- 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
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- Figure 18: Nintendo Switch Lite
Advertising and Marketing Activity
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- Epic Games drives significant increase in video games advertising spend
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- 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
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- Brand map
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- Figure 22: Attitudes towards and usage of selected brands, July 2019
- Key brand metrics
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- Figure 23: Key metrics for selected brands, July 2019
- Brand attitudes: PlayStation leads for delivering high quality and innovation
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- Figure 24: Attitudes, by brand, July 2019
- Brand personality: Nintendo viewed as most accessible
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- Figure 25: Brand personality – macro image, July 2019
- Xbox is well rounded but expensive
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- Figure 26: Brand personality – micro image, July 2019
- Brand analysis
- PlayStation leads recent consumer usage, satisfaction and recommendations
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- Figure 27: User profile of PlayStation, July 2019
- Xbox close to PlayStation in offering a positive user experience
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- Figure 28: User profile of Xbox, July 2019
- Nintendo appealing to a range of consumer age groups
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- Figure 29: User profile of Nintendo, July 2019
The Consumer – What You Need to Know
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- 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
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- Over 50% of Generation Z and Millennials have a static console at home
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- Figure 30: Ownership of technology products, June 2019
- PlayStation still clear as most popular static console
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- Figure 31: Type of static console owned, June 2019
- Portable console ownership stays level from 2018
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- Figure 32: Ownership of portable games consoles, June 2019
- Over half of portable games console owners have a Nintendo 3DS
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- Figure 33: Type of portable console owned, June 2019
Virtual Reality for Console Gaming
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- Significant growth in usage of and interest in PSVR
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- Figure 34: Use of or interest in VR for PlayStation owners, 2018 - 2019
- Four in ten non-PS4 gamers are interested in VR
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- Figure 35: Interest in VR for non-PlayStation owners, June 2019
- Uninterested gamers say VR is too expensive and a gimmick
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- Figure 36: Reasons for lack of interest in VR for non-PlayStation owners, June 2019
Gaming Genres and Formats
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- First-person shooter games edge out other genres
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- Figure 37: Preferred gaming genre, June 2019
- Discs still most popular way to play…
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- Figure 38: Preference for digital games or discs, June 2019
- …but nearly half of gamers would be happy with a digital-only console
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- Figure 39: Interest in buying a digital-only console, June 2019
Next Generation Consoles – Intent to Upgrade and Important Factors
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- Almost 70% of console owners at least considering upgrading to next generation
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- 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
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- Figure 41: Timescale of buying a next generation console, June 2019
- Performance is highly important for gamers considering a next gen upgrade
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- Figure 42: Most important factors in deciding to upgrade, June 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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