essential facts - kapitalrejsen.dk

2010
ESSENTIAL FACTS
About the Canadian Computer
and Video Game Industry
2
what’s inside?
Who is playing computer and video games?
4
How often do Canadians play?
5
Most frequently used platform
6
Mobile device use
7
Gender of gamers
8
Female players
9
Online play
10
How do gamers play online?
10
Social games
11
Mature gamers (55+)
12
Family gaming
13
ESRB ratings 14
The Canadian industry at a glance
16
Top selling video games
18
Who we are
19
All data in this document is from NPD Group’s 2010 Understanding the Canadian Gamer custom research unless
otherwise noted. The survey was commissioned by ESAC and gathered data from 2,579 Canadian adults, 398 Canadian
teens (13-17) and 547 kids (6-12). The margin of error associated with the total samples is +/- 1.6%, 19 times out of 20.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range
of industries. Today, more than 1,700 manufacturers, retailers, and service companies rely on NPD to help them drive
critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business
opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is
available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more
information, please visit: www.npd.com
3
WHO IS PLAYING COMPUTER
AND VIDEO GAMES?
gamer 100
[gey-mer] - A person who has played computer or video games in
%
the past four weeks
%
90
%
80
%
67
80
%
%
96%
60%
40%
48
%
34
of Canadian households own a computer
20%
6-12
47%18-34
35-54
55+
13-17
AGES
of Canadian
households have at least one video game console such
as an Xbox 360, Wii or PlayStation
Average age of Canadian gamer:
33 years
CANADIANS, BY AGE, WHO HAVE PLAYED A VIDEO GAME IN THE PAST 4 WEEKS
100%
80%
60%
40%
20%
AGES
4
6-12
13-17
18-34
35-54
55+
HOW OFTEN DO CANADIANS PLAY?
30%
Everyday
A few days
per week
45%
Once a
week
15%
Once every
2 weeks
5%
Once in the
past 4 weeks
6%
Hours played per week
A majority of gamers play between 1 to 6 hours per week (64%)
HOW OFTEN DO CANADIANS PLAY?
Once in the
past 4 weeks
Once in the
every 2 weeks
Once a week
A few days
per week
Everyday
0%
Adult Male
5%
10%
15%
Adult Female
20%
25%
Age 55+
30%
35%
Total Teen
40%
45%
50%
Total Child
5
ON WHAT PLATFORM DO GAMERS
PLAY THE MOST FREQUENTly?
mobile device [moh-bahyl dih-vahys] Cell phone or other mobile device such
as a Blackberry, PalmPilot, iPhone or
iPod Touch
handheld [hand-held] – a handheld
game system, such as a Nintendo DS
or Sony PSP
7%
10%
49%
34%
console [kon-sohl] – a game
console such as an Xbox
360,Wii or Playstation
hooked up to a television
6
computer [kuhm-pyoo-ter] – an
electronic device capable of
receiving information (data) in a
particular form and by using a set of
predetermined but variable set of
procedural instructions (programs) it
produces a result in the form of
information or signals
Mobile device use
MOBILE GAMERS BY AGE
MOBILE
GAMERS
0%
Adults 55+
5%
Adults 35-54
10%
Adults 18-35
15%
Teen Female
Teen Male
7%
of gamers use a mobile device most often
to play video games – almost twice
as many as last year (4% in 2009)
10%
of adults aged 18-34 say they are
spending more time playing
video games on their mobile device
7
gender of gamers
Female
38%
Male
62%
Women (18+ years)
59% play video games online
using a computer vs. 50% of men
35% play video games online through social
networking websites vs. 22% of men
Teen girls (13-17 years)
41% use a computer most often to play
video games vs. 22% of teen boys
38% use a game console most often to play
video games vs. 71% of teen boys
Girls (6-12 years)
36% use a computer most often
to play video games vs. 24% of boys
21% play video games
on a console vs. 42% of boys
8
female GAMERS
female gamers [fee-meyl gey-mer] - Women or girls who play computer
or video games, ranging from professional to more casual interest.
What types of games do women like to play?
57% puzzle, arcade or word games
41% games that challenge mental abilities
22% other types of games
What type of games do teen girls like to play?
43% music-based games
30% card, puzzle, arcade or word games
27% games that challenge mental abilities
What types of games do girls like to play?
58% kid-oriented online role-playing games
34% games that challenge mental abilities
22% art-based games
9
online play
online play [on-lahyn-pley] - Playing video games using a computer, game
console, handheld game system or mobile device that is connected to one
or more other system through the Internet or an online service. Types of
online games include: traditional video games that offer online play, free
games on dedicated websites, games accessible through social networking
sites, massively multi-player online role-playing games and other types of
online games.
76%
of gamers play online
80%
of online gamers play online at least once a week
How do gamers play online?
Computer
62% of mature gamers (55+)
Handheld
20% of children (6-12)
Console
39% of teens (13-17)
10
social games
social games [soh-shuhl geyms] - Free, widely available games accessible through social networking sites like Facebook and MySpace. They
load quickly and only take a few minutes to play. Games grow virally as
users invite their contacts to play. Examples include Farmville, Café World
and Restaurant City.*
In 2009, there were around 500 million social gamers globally*
39%
of gamers are spending more time playing video games
through a social networking site than a year ago
35%
of adult women and 37% of teen girls play video
games online through a social networking website
26%
of girls (6-12) play games accessible
through social networking websites
38%
of girls (6-12) are spending more time playing
games accessible through social networking websites
* Source: PricewaterhouseCoopers Global Entertainment and Media Outlook: 2010-2014
11
MATURE GAMER
mature gamer [muh-toor gey-mer] - A person aged 55 or older who plays
computer or video games
10%
A Computer
Game Console
86
%
Handheld
Mobile Device
66%
play card, puzzle, arcade or word games
34%
play games that challenge mental abilities
24%
play simulated gambling or casino games
20%
play other types of games
12
family gaming
family [famlee] - A social unit consisting of one or more adults together
with the children they care for
parent gamer [pair-uhnt gey-mer] - A person with children who has
played video games in the past four weeks
78%
of parent gamers report playing
video games with their child
76%
of parent gamers aged 35-54 report that
they play video games with their child
83%
of parent gamers aged 18-34 report that they
play video games with their child
55%
The majority of parent gamers play games
with their family once a week or more
96%
of parent gamers report that their child has
played video games in the past four weeks
For further information and resources on family gaming including how-to-videos on using parental controls and information on
ESAC’s Commitment to Parents Program, please visit our website at www.theesa.ca/parents.php
13
ESRB Ratings
The Entertainment Software Rating Board (ESRB) is a non-profit, selfregulatory body established in 1994 by the Entertainment Software Association (ESA). ESRB assigns computer and video game content ratings, enforces industry adopted advertising guidelines and helps ensure
responsible online privacy practices for the interactive entertainment
software industry.
The ESRB ratings are designed to provide consumers, especially parents, with concise, impartial guidance about the age-appropriateness
and content of computer and video games so that they can make informed purchasing decisions about the games they deem suitable for
their children and families.
ENFANTS ET ADULTES 10+
Cartoon Violence
Mild Lyrics
Violence en Animaton
Chansons Grossières
ESRB CONTENT RATING
CLASSIFIÉ PAR L'ESRB
www.esrb.org
Rating symbols suggest age appropriateness for the game, and appear
on the front of virtually every game box available for retail sale or rental
in the United States and Canada.
Content descriptors, which appear on the back next to the rating symbol,
indicate elements in a game that may have triggered a particular rating
and/or may be of interest or concern.
Ratings summaries provide straightforward, brief detailed descriptions
of video game content. This supplementary information goes beyond
ESRB ratings to provide an additional resource for consumers to make
informed purchasing decisions. They can be accessed using a free
iPhone app or through the ESRB website at www.esrb.org.
14
ESRB Ratings
When purchasing or renting video games for the child
83%ENFANTS ET ADULTES 10+
Cartoon
Violence
of parent gamers sometimes or always
check
the ESRB rating symbol
Mild
Lyrics
on the game box
Violence en Animaton
Chansons Grossières
ESRB CONTENT RATING
%
CLASSIFIÉ 88
PAR L'ESRB
www.esrb.org
of parent gamers sometimes or always use the content descriptors
when purchasing games for their child
93%
of adult gamers agree that the ESRB rating system is very useful to
help parents buy and rent age-appropriate games for their children
15
The Canadian Industry at a Glance
»» Canada is the third most successful video game industry in the
world3
»» Employs 14,000 people in high paying jobs3
»» Grew by 30% in 2009 and is expected to grow 29% annually over
the next few years3
»» 247 establishments3
»» Average 57 employees per firm3
»» Canada is expected to be the fastest growing entertainment and media market in North America with 5% annual growth1
YT
NT
NU
BC
AB
SK
MB
NL
ON
QC
PE
NB
NS
Entertainment Software Industry - Size
Very Large- Over 500 Employees
16
Large - 100-500 employees
The Canadian Industry at a Glance
»» In 2009, Canadian end-user spending on entertainment and media
(excluding Internet) was $19.1 billion and is expected to reach $23
billion by 20141
»» In 2009, entertainment software and hardware accounted for $2
billion in retail sales3
»» Canadian video game developers and publishers contribute $1.7 billion in annual revenue to the Canadian economy2
»» Canadian video game developers and publishers are net exporters,
and rely on exports for majority of their revenues3
»» The video game industry builds tremendous synergies with other creative industries and drives innovation in other areas such as science,
technology and research3
»» Canadian video game developers and publishers make significant
R&D investments leading to the development of viable commercial
products3
Wireless Game Market1
Online Game Market1
2009 - $85 million
2009 - $344 million
2014 - $131 million (projected)
2014 - $493 million (projected)
Console / Handheld Game Market1
Video Game Market1
2009 - $799 million
2009 - $1.4 billion
2014- $1.1 billion (projected)
2014- $2 billion (projected)
1 Source: PricewaterhouseCoopers Global Entertainment and Media Outlook: 2010-2014
2 Source: Canada’s Entertainment Software Industry: The Opportunities and Challenges of a Growing Industry
3 Source: Game on Canada – Playing to win in the digital economy
17
top selling video games
Top 20 Selling Video Games from July 2009 - June 2010
RANK
TITLE
PLATFORM
ESRB RATING
1
NEW SUPER MARIO BROS. WII
WII
EVERYONE
2
CALL OF DUTY: MODERN WARFARE 2
360
MATURE
3
SPORTS RESORT W/ WII MOTION PLUS
WII
EVERYONE
4
CALL OF DUTY: MODERN WARFARE 2
PS3
MATURE
5
WII FIT PLUS W/BALANCE BOARD
WII
EVERYONE
6
NDS VALUE PACK
NDS
N/A
7
PS2 VALUE PACK
PS2
N/A
8
MARIO KART W/ WHEEL
WII
EVERYONE
9
NHL 10
360
EVERYONE 10+
10
WII VALUE GAME BUNDLE 19.99
WII
MATURE
MATURE
11
NHL 10
PS3
12
HALO 3: ODST
360
EVERYONE
13
ASSASSIN’S CREED II
360
EVERYONE
EVERYONE
14
NEW SUPER MARIO BROS
NDS
15
WII PLAY W/ REMOTE
WII
EVERYONE
16
UNCHARTED 2: AMONG THIEVES
PS3
TEEN
17
LEFT 4 DEAD 2
360
MATURE
18
ASSASSIN’S CREED II
PS3
MATURE
19
WII FIT PLUS
WII
EVERYONE
20
MARIO & LUIGI: BOWSER’S INSIDE STORY
NDS
EVERYONE
Top 20 Selling PC games from July 2009 - June 2010
RANK
18
TITLE
ESRB RATING
1
THE SIMS 3
TEEN
2
CALL OF DUTY: MODERN WARFARE 2
MATURE
3
WORLD OF WARCRAFT: WRATH OF THE LICH KING EXPANSION PACK
TEEN
4
THE SIMS 2 DOUBLE DELUXE
TEEN
5
WORLD OF WARCRAFT: BATTLE CHEST
TEEN
6
DRAGON AGE: ORIGINS
MATURE
7
THE SIMS 3: WORLD ADVENTURES EXPANSION PACK
TEEN
8
LEFT 4 DEAD 2
MATURE
9
BATTLEFIELD: BAD COMPANY 2
MATURE
10
WORLD OF WARCRAFT
MATURE
11
GRAND THEFT AUTO IV
TEEN
12
SPORE
EVERYONE
13
STARCRAFT: BATTLE CHEST
TEEN
14
AION
TEEN
15
THE SIMS 3: HIGH-END LOFT STUFF
TEEN
16
CIVILIZATION IV: COMPLETE ED
EVERYONE 10+
17
DIABLO BATTLE CHEST
MATURE
18
WORLD OF WARCRAFT: BURNING CRUSADE EXPANSION PACK
TEEN
19
WARCRAFT III BATTLE CHEST
TEEN
20
THE SIMS 3: AMBITIONS EXPANSION PACK
TEEN
who we are
The Entertainment Software Association of Canada (ESAC) is exclusively
dedicated to serving the business and public affairs needs of companies in Canada that develop, publish and distribute computer and video
games for video game consoles, handheld devices, personal computers
and the Internet. ESAC offers a range of services to its member-companies, including business and consumer research, government relations,
and media relations. Association members include the nation’s leading
interactive entertainment software developers, publishers and distributors, which collectively accounted for more than 90 per cent of the $2
billion in entertainment software and hardware sales in Canada in 2009.
In 2009, the Canadian entertainment software industry included 247
firms and provided 14,000 direct jobs and thousands more in related
fields across the country. The ESAC was founded in 2004 from the
previous Canadian Interactive Digital Software Association as a wholly
Canadian entity.
ESAC Members
19
www.theesa.ca