Table of Contents
Executive Summary
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- Market overview
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- Figure 1: Gaming revenue ($ bn), global vs US, 2015-19 (est)
- Key takeaways
- The hardware
- What happened in 2019
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- Figure 2: Hardware purchasing, October 2019
- What’s coming in 2020
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- Figure 3: Interest and usage of AR and VR gaming, October 2019
- The software
- What happened in 2019
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- Figure 4: Software purchasing, October 2019
- What’s coming in 2020
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- Figure 5: Attitudes toward cloud/subscription gaming, October 2019
- The gamers
- What happened in 2019
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- Figure 6: Perceptions of free games, January 2019 vs October 2019
- What’s coming in 2020
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- Figure 7: Popularity of non-gaming brands in gaming, October 2019
- What it means
The Hardware – What You Need to Know
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- New hardware for the new year
- Global market is booming
- Gaming across devices is on the rise
- Investing in the gaming experiences through purchases
- The potential for alternate realities
What’s Coming in 2020 – Hardware
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- Next generation of consoles in time for the 2020 holidays
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- Figure 8: Specifications of next generation consoles, PS5 vs Xbox Project Scarlett
- Mobile phones will get ready for 5G gaming
- New accessories coming to support mobile gaming
- Gaming computer competition is ratcheting up
- Haptic feedback will be more intuitive in controls
The Global Gaming Market
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- Gaming is a global phenomenon
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- Figure 9: Gaming revenue, global vs US, 2015-19
- US catching up to heavy APAC gaming influence
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- Figure 10: Global gaming market share and US gaming revenue, 2018 and 2019
- Smartphones dominate revenue, but console and PC games growing quickly
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- Figure 11: Global gaming revenue, by market segment, 2018 and 2019
Gaming Devices
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- Seven in 10 US adults play games
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- Figure 12: Video game devices, October 2019
- Who’s playing every week?
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- Figure 13: Crossover of gaming device use and frequency, October 2019
- Active mobile gamers
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- Figure 14: Active mobile gamers, by key demographics, October 2019
- Active computer gamers
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- Figure 15: Active computer gamers, by key demographics, October 2019
- Active console players
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- Figure 16: Active console gamers, by key demographics, October 2019
Hardware Purchasing
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- Ponying up for games and devices
- Even split between physical and digital games
- Gamers still buy dedicated hardware
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- Figure 17: Hardware purchasing, October 2019
- Multicultural audience spending on hardware
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- Figure 18: Hardware purchasing, by race and Hispanic origin, October 2019
- Active console gamers are the most lucrative target market
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- Figure 19: Hardware purchasing, by gaming segments, October 2019
Interest in AR and VR
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- Most gamers expect immersive environment in the future…
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- Figure 20: AR/VR as the future, October 2019
- …but many gamers still need to be convinced
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- Figure 21: Interest and usage of AR and VR gaming, October 2019
- Middle-aged gamers interested in an immersive gaming experience
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- Figure 22: Interest and usage of AR and VR gaming, October 2019
The Software – What You Need to Know
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- Marching into a crowded 2020
- 2019 standouts include fresh takes on classic games
- Hesitation to adopt a new service model
- In-game purchases drive software spending
What’s Coming in 2020 – Software
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- Delayed releases will get their due in spring
- Big players are doubling down on gaming services
- Publishers and developers to bridge the gap between them
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- Figure 23: Meet the Creators — Apple Arcade, March 2019
- Outside players will build awareness
- Freemium will not be the standard
Standout Game Moments in 2019
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- The event that knocked out Fortnite
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- Figure 24: Twitter and Instagram mentions of Fortnite, by day, September-October 2019
- Apex Legends hits huge milestone in first month
- Unsuccessful launch prompts redesign
- Untitled Goose Game puzzles the masses
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- Figure 25: Untitled Goose Game – Launch Trailer – Nintendo Switch, September 2019
- Big publishers leave their mark on mobile
Game Services: Subscription, Cloud and Online Stores
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- Education important to gain momentum for subscription services
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- Figure 26: Interest and usage of cloud/subscription gaming, October 2019
- Cross-platform play intrigues, but adoption of subscriptions might take time
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- Figure 27: Attitudes toward cloud/subscription gaming, October 2019
- PlayStation beating Xbox on service front
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- Figure 28: Awareness and interest in console subscription services, October 2019
- Online stores work for exclusive titles
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- Figure 29: Awareness and interest in online game stores, October 2019
- Apple plays catch up
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- Figure 30: Awareness and interest in Apple Arcade, October 2019
- Awareness will be essential to emerging cloud services
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- Figure 31: Awareness and interest in cloud gaming services, October 2019
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- Figure 32: Google Stadia emails, November 2019
Software Purchasing
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- Spending to boost the gaming experience
- Evolving microtransactions
- Interacting with players
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- Figure 33: Software purchasing, October 2019
- Hispanics more likely to indicate in-game spending
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- Figure 34: Software spending, by Hispanic origin, October 2019
The Gamer – What You Need to Know
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- The definition of “gamer” is shifting
- Bring game conversations further into the mainstream
- Larger gaming audience looks to chill rather than thrill
- Gamers play often, but not for a long time
- Streaming video to impact gameplay
- Most gamers prefer casual genres
- Gamers open to outside sponsorships
- Improving public perceptions
What’s Coming in 2020 – Gamers
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- Other entertainment will integrate with the gaming world
- Mainstream media will cover gaming
- The community will need to respond to video game addiction
- Gaming participants will consider the impact of their actions
- Brand marketing will be timed with gaming events
Motivations for Gaming
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- Casual fun drives most gamers…
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- Figure 35: Reasons to play games, October 2019
- …but social and competitive gamers are incredibly engaged
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- Figure 36: Profile of social gamers and competitors, by key demographics, October 2019
Time Spent on Gaming
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- Nearly half of gamers play daily
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- Figure 37: Frequency of gameplay, October 2019
- Nearly one quarter of gamers looking to play more in 2020
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- Figure 38: Expectations for time spent gaming – 2020 vs 2019, October 2019
- Hours spent gaming vary wildly
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- Figure 39: Hours spent playing video games, October 2019
- Gaming content consumption is limited to active gamers
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- Figure 40: Hours spent watching video game content, October 2019
Competition in the Entertainment World
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- Gaming faces stiff competition from other outlets…
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- Figure 41: Preference of in-home leisure activities, August 2019
- …but is becoming more integral to gamers’ lives over time
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- Figure 42: Gaming vs other entertainment, 2015-19
Preferred Gaming Genres
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- Casual games garner the largest fan base
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- Figure 43: Favorite gaming genres ranked, October 2019
- Casual genres bolstered heavily by older gamers, women
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- Figure 44: Favorite gaming genres ranked – Casual games, by age and gender, October 2019
- Competitors, social gamers spread love amidst the action
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- Figure 45: Favorite gaming genres ranked – Action games, by gamer segment, October 2019
Marketing in Gaming
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- Entertainment, food have made early forays into gaming marketing
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- Figure 46: Mtn Dew Amp Game Fuel energy drink range, 2019
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- Figure 47: Popularity of non-gaming brands in gaming, October 2019
- Case studies: non-gaming brands in gaming
- Competitive and social gamers want brand involvement
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- Figure 48: Popularity of non-gaming brands in gaming, by gamer segments, October 2019
- Opportunities to reach a multicultural gaming audience
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- Figure 49: Popularity of non-gaming brands in gaming, by race and Hispanic origin, October 2019
Attitudes toward Gaming
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- Room to grow safe spaces for gamers and appeal for non-gamers
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- Figure 50: Attitudes toward perceptions of the gaming world, October 2019
- Gamers engaged in the conversation
- Boost appeal of gaming content
- The role of eSports
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- Figure 51: Attitudes toward gaming culture, October 2019
- Improve the perception of free games
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- Figure 52: Perceptions of free games, January 2019 vs October 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Gamer
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- Figure 53: Genres played by gamers, 2015-19
- Figure 54: Number of games bought in the past year, 2015-19
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