Video and Computer Games - UK - August 2008

TABLE OF CONTENTS

• Issues in the Market
• Main issues
• Definition
• Abbreviations
• Market in Brief
• Video games surge into the mainstream
• The Wii leads the way, with the PS3 heading off the 360
• The DS well ahead of the PSP mainly thanks to Dr Kawashima
• The rise of 'exergames'...
• ...and the countdown crowd
• Wii will, Wii will rock you!
• Video games holding up the high street
• Shifting company performances
• Nearly all kids loves games...
• ...and most adults too
• 2009, the year of the PS3?
• Internal Market Environment
• Key points
• The Byron Report to lord it over the industry?
• Promoting peace in video games
• Piracy and second-hand sales
• PC Gaming Alliance (PCGA)
• Medical benefits of video games
• Intrinsic benefits of games
• The Wii Fit phenomenon
• Broader Market Environment
• Key points
• A rare recession-proof sector
  • Figure 1: Trends in personal disposable income and consumer expenditure, 2003-13
• Age and lifestage structure of the population
  • Figure 2: Trends in the age structure of the UK population, by gender, 2003-13
• The ever-increasing gift market
• Lifestage trends no longer a barrier
  • Figure 3: Forecast adult population trends, by lifestage, 2003-13
• Falling prices helping increased penetration
  • Figure 4: Forecast adult population trends, by socio-economic group, 2003-13
• Broadband expansion
  • Figure 5: British internet penetration at home, work, place of study or elsewhere, 2001-07
• What are people doing online?
  • Figure 6: Types of activity undertaken on the internet in the past three months, 2003-07
• Competitive Context
• Key points
  • Figure 7: Consumer expenditure on selected leisure goods and activities, 2002-07
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Market Size and Forecast
• Key points
• Total sales of video game hardware and software
  • Figure 8: Sales of video game hardware/software, 2003-13
• 2003-05: Pre Wii and PS3
• 2006-08: Recession-proof sector
• 2009-13: Rise of new machines?
• Segment Performance
• Key points
• Sales split by hardware and software
  • Figure 9: Hardware and software sales, at current prices, 2003-13
  • Figure 10: The relationship between hardware and software sales, 2003-13
• Market Share
• Key points
• Installed hardware base
  • Figure 11: Hardware installed base, by volume, by platform, 2005 and 2008
• Masterbrands' share
  • Figure 12: Usage of Sony, Nintendo and Microsoft video game brands, April 2008
  • Figure 13: Brand momentum of Sony, Nintendo and Microsoft, April 2008
• Companies and Products
• Key points
• Overview
• Nintendo
• Sony
• Microsoft
• Future analysis
• Software publishers
• Activision Blizzard
• Codemasters
• EA
• Infogrames Entertainment
• SCi Entertainment Group (SEG)
• Take-Two
• THQ
• Ubisoft
• Kids and Video Games
• The ubiquity of games
  • Figure 25: 7-19-year-olds' ownership and usage of computer/video and handheld game consoles (including online gaming), 2007
• Popular genres
• A significant number buy their own games
  • Figure 26: Who buys most of the games for 7-19-year-olds, 2007
• Number of games bought and frequency of play
  • Figure 27: Number of games bought and frequency of play, by 7-19-year-olds, 2007
• The impact of advertising on kids
  • Figure 28: Video game advertising awareness among 7-19-year-olds, 2007
• Type of Adult Gamer
  • Figure 29: Classification of video gamers, 2006 & 2008
• Is there a gender gap?
• All about the green?
• Potential among the middle agers
• Static Console Ownership
  • Figure 30: Static console ownership, May 2008
• Distinguishing serious gamers by static console hardware
  • Figure 31: Type of gamer, by static console ownership, May 2008
• Handheld Console Ownership
  • Figure 32: Handheld console ownership, May 2008
• Distinguishing serious gamers by handheld console hardware
  • Figure 33: Type of gamer, by handheld console ownership, May 2008
• PC Gamers
  • Figure 34: PC ownership, May 2008
• PC usage among kids
  • Figure 35: 7-19-year-olds' use of computers, 2007
• PC and Handheld Gaming Attitudes
  • Figure 36: PC and handheld gaming attitudes, May 2008
• Has the tide turned for PC gaming?
• General attitudes by console ownership
  • Figure 37: PC and handheld gaming attitudes, by type of gamer, May 2008
• Game Genres
  • Figure 38: Favourite video game genres, May 2008
• Favourite genre by static console ownership
  • Figure 39: First choice video game genres, by static console ownership, May 2008
• Favourite genre by handheld console ownership
  • Figure 40: First choice video game genres, by handheld console ownership, May 2008
• Video Game Target Groups
• Gaming Gurus
• New Gamers
• PC Preference
• Apathetic Players
• Target groups by demographic analysis
  • Figure 47: Video game target groups, by demographic sub-group, May 2008
• PS3 and Xbox360 more likely to attract Gaming Gurus
  • Figure 48: Video game target groups, by ownership of hardware, May 2008
• Video gaming target groups by consoles owned
  • Figure 49: Video game target groups, by console ownership, May 2008
• Video gaming target groups by favourite genres
  • Figure 50: Video game target groups, by favourite genres, May 2008
• Multi-console ownership
  • Figure 51: Number of static consoles owned or in household, by brand, May 2008
  • Figure 52: Number of handheld consoles owned or in household, by brand, May 2008
• The breakthrough of the Nintendo brand
  • Figure 53: Brand ownership of video game platforms, May 2008
• Appendix - Type of Adult Gamer
• Classification of video gamers by demographic analysis
  • Figure 54: Classification of video gamers, by demographic sub-group, May 2008
• Appendix -- PC Gamers
  • Figure 55: PC ownership, by demographic sub-group, May 2008
• Appendix -- PC and Handheld Gaming Attitudes
  • Figure 56: Most popular PC and handheld gaming attitudes, by demographic sub-group, May 2008
  • Figure 57: Next most popular PC and handheld gaming attitudes, by demographic sub-group, May 2008