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Attitudes toward Gaming - US - March 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Overview
Figure 1: Video game devices used, January 2019
Frequent gaming dominates market
Key takeaway
Figure 2: Share of dedicated vs casual gamers, January 2019
Hardware crucial to purchase decision
Key takeaway
Figure 3: Importance of gaming hardware, by rank, January 2019
Competitive mobile gaming has room to grow
Key takeaway
Figure 4: Attitudes toward competitive mobile gaming, by gamer segment, January 2019
Building the streaming and eSports audience
Key takeaway
Figure 5: Streaming games and eSports, by gaming device used, January 2019
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Key gaming markets on the rise
Emerging tech supports gaming trends
Digital media trends impact gaming
MARKET BREAKDOWN
Gaming hardware and software
What is happening
Figure 6: Gaming hardware and software revenue, by share of revenue
What is coming
Twitch and YouTube
What is happening
What is coming
eSports
What is happening
What is coming
MARKET FACTORS 
5G is on the horizon
Kids, teens driving gaming trends
Figure 7: Kids and teens who play video games, April 2017-June 2018
Connected hardware enters more lives
Figure 8: Connected device ownership, 2016 vs 2018
MARKET PERSPECTIVE
Digital video attracting new entrants, more consumers
Streaming audio options expanding
Online interactions can lead to further isolation
KEY TRENDS – WHAT YOU NEED TO KNOW 
Dictating what they want to see
Gamers give a damn about a bad reputation
New developments coming from familiar sources
WHAT’S WORKING? 
The impact of free competitive gaming
The play pass for unlimited gaming
Adaptive controllers promote inclusivity
Figure 9: Microsoft Super Bowl Commercial 2019: We All Win (Extended Version), January 2019
Giving tools to developers
WHAT’S STRUGGLING?
No end in sight for toxic online behavior
Delayed starts better than buggy releases
VR could happen…maybe…any day now…
WHAT’S NEXT?
The development of cloud gaming
Entering the US gaming phone market
Facebook comes to play
THE CONSUMER – WHAT YOU NEED TO KNOW 
Mobile makes up most of the market
Dedicated gamers dominate
Easy games get played more
Cannot undersell the importance of hardware
Video game purchases are infrequent
Game viewership is its own important sector
Competitive mobile gaming growth to cross over from consoles
Give them what’s cheap and familiar
Gaming competes with other media
VIDEO GAME DEVICES 
Key opportunity
Mobile dominating adult gaming market
Figure 10: Video game devices used, January 2019
Three in 10 gamers play on at least four devices
Figure 11: Number of video game devices used, January 2019
Significant share of gamers play daily
Figure 12: Daily use of video game devices, January 2019
Computer, console gamers make up in weekly play
Figure 13: Frequency of video game device use, January 2019
GAMER SEGMENTATION
Nearly nine in 10 gamers play at least weekly
Figure 14: Share of dedicated vs casual gamers, January 2019
Dedicated gamers represent traditional gaming demographics
Figure 15: Key demographics of dedicated gamer, January 2019
Differences by device type
Dedicated mobile gamers: Play weekly on mobile device
Figure 16: Key demographics of dedicated mobile gamer, January 2019
Dedicated console gamers: Play weekly on console
Figure 17: Key demographics of dedicated console gamer, January 2019
Dedicated computer gamers: Play weekly on computer
Figure 18: Key demographics of dedicated computer gamer, January 2019
VIDEO GAME GENRES
Key opportunity
Instant gratification tops more involved gameplay
Figure 19: Preferred video game genres, January 2019
Dedicated mobile, casual gamers look to low engagement categories
Figure 20: Preferred video game genres – Casual genres, by gamer segment, January 2019
Console gamers are action-oriented
Figure 21: Preferred video game genres – Action genres, by gamer segment, January 2019
VIDEO GAME HARDWARE
Key opportunity
Good gear is important for most gamers
Figure 22: Attitudes toward gaming hardware, January 2019
Speed and graphics top hardware concerns
Figure 23: Importance of gaming hardware, by rank, January 2019
VIDEO GAME RETAIL
Key opportunity
Frequent purchases make up small share of market
Figure 24: Number of games purchased in last 12 months, July 2017-August 2018
Adults can wait for games
Figure 25: New game purchase timeframe, July 2017-August 2018
Gamers are cheap and games are expensive
Figure 26: Attitudes toward gaming purchases, July 2017-August 2018
STREAMING GAMES AND ESPORTS
Key opportunity
Significant interest in supporting professional gaming
Figure 27: Attitudes toward viewing gaming, January 2019
Console gamers watch gameplay across arenas
Figure 28: Streaming games and eSports, by gaming device used, January 2019
Casual gamers more likely to watch pre-recorded videos
Figure 29: Streaming games and eSports, by gamer segment, January 2019
Computer, console gamers get in on the action
Figure 30: Competitive gaming participation, by gaming device used, January 2019
COMPETITIVE MOBILE GAMING
Key opportunity
Some hesitation for more competitive mobile games
Figure 31: Attitudes toward competitive mobile gaming, January 2019
Console gamers looking for crossover
Figure 32: Attitudes toward competitive mobile gaming, by gamer segment, January 2019
Big three smartphone providers speak to different devices
Figure 33: Gamer segment, by smartphone brand, January 2019
GAMING BEHAVIORS
Key opportunity
Purchase behaviors in gaming
Figure 34: Paid gaming behaviors, January 2019
Free-to-play shifting landscape
Figure 35: Attitudes toward free games, January 2019
Online gameplay as an important afterthought
Figure 36: Online gaming behaviors, January 2019
New is not always more important
Figure 37: New game behaviors, January 2019
GAMING IN SOCIETY
Key opportunity
Gaming is competitive with other media
Figure 38: Gaming as a leisure option, January 2019
Gaming is addictive but not necessarily harmful
Figure 39: Negative repercussions of gaming, January 2019
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
APPENDIX – THE CONSUMER 
Figure 40: Number of games purchased in last 12 months, teens aged 12-17, April 2017-June 2018
Figure 41: New game purchase timeframe, teens aged 12-17, April 2017-June 2018

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