Transcript Document

Gaming Insights
Did you know?
March 2011
Did you know
• Gaming online has grown more popular among UK internet users,
particularly fuelled by the expansion of games played within social
networks and on smartphones. According to nVision Research, 40%
of social network users play games and over 50% of smartphone
owners use mobile gaming apps. (nVision, 2010)
• Audiences are learning to use the wide functionality of all of the
technological devices at their disposal, enabling increased access
and choice of content in and out of the home. Home games consoles
facilitate watching of DVDs/Blu-ray discs wherever there is a TV in
the home. (nVision, 2010)
• Almost a quarter of the population (23%) are happy to stay in more
often these days because of in-home entertainment technology. The
recession has accelerated this cocooning trend, with a third saying
they can afford to go out but “just prefer staying in these days”.
(Mintel, 2010)
• The top five most talked about topics online worldwide (in blog
posts, comments, forum threads, articles from community and
industry sites, etc.) are: health (14%), games (13%), auto & moto
(13%), IT & tech (9%), and sports (8%)
Battle of the Consoles
•
Searches for Xbox on Bing are 172% higher
than Sony Playstation consoles and 119%
higher than Nintendo Wii’s over the last 28
months!
•
Searches for Xbox, Xbox 360 and
peripherals have increased by +52% month
on month between October and November
and +46% YoY for November 2010!
•
The launch of Kinect not only has received
raved reviews but has also contributed to the
enormous growth in Xbox related search
volume.
“
“
With sales already exceeding 2.5 million
units in just 25 days, we are on pace to
reach our forecast of 5 million units
sold to consumers this holiday
Don Mattrick, Microsoft EDD
1. Microsoft Advertising Intelligence Tool
This was the quote in November – we didn’t
hit 5million units – we smashed that target
and hit 8 million!
Demographic Profiles by console
•
•
•
Over the last few months we have seen a shift in users now also searching for Xbox 360 and
Xbox peripherals
Kinect seems to be landing with all generations of searchers, including older generations
bringing the family closer together through entertainment. Other consoles are traditional
‘gaming console’s’ it seems.
Nintendo PSP’s are popular with the older generation rather than Wii’s so this accounts for a
slightly higher 50-64 year old increase compared to other consoles
Battle of the Consoles
The Kinect seems to have the upper-hand over the PlayStation Move and the Wii in the
motion control war, with the Xbox 360 outselling both the Wii and the PS3 last Christmas.
The release of family friendly Kinect titles has been key to this success, attracting new
casual gamers to the platform.
• During the Q4 2010 Christmas period, sales
increased 33% versus the same period in
2009
• Xbox boosts games console market share in
2011.
• The Kinect has boosted the appeal of the
Xbox among casual gamers, but it must be
careful to keep hard-core gamers engaged as
well.
• The launch of the Move and Kinect means HD
graphics are the new standard in motion
control gaming.
• Nintendo will likely need to move beyond last
gen graphics and incorporate HD in order stay
competitive. The announcement of a successor
device, the ‘Wii 2’, is rumoured for some point in
2011
Source: Mintel - VGChartz/Mintel, Feb 2011
Xbox
•
Kinect Confirmed As Fastest-Selling Consumer Electronics Device Ever
o Guinness World Records, the global authority on record breaking, today confirm that the Kinect
for the Xbox 360 is the Fastest-Selling Consumer Electronics Device. The hardware, that
allows controller-free gaming, sold through an average of 133,333 units per day, for a total of 8
million units in its first 60 days on sale from 4 November 2010 to 3 January 2011.
•
Unit sales by games console 2009 and 2010 steepest increase was in Xbox 360 sales, which grew
71% year-on-year.
•
Growth was partly driven by the Kinect motion controller, which helped boost Xbox 360 sales during
the Q4 Christmas period. Major retailers such as Game Group (owners of the Game and
Gamestation stores) and Tesco have publicly cited the Kinect as one of their biggest Christmas
sellers, and have attributed an increase in Xbox 360 demand to the popularity of the motion control
add-on. The device will continue to push Xbox 360 sales through 2011, likely at the expense of the
Nintendo Wii.
Christmas unit sales of the Xbox 2009 and 2010 (Christmas
period is defined as being from November 21st to January 1st)
Nintendo Wii
• Christmas sales of the Nintendo Wii decreased by 19% between 2009 and 2010. Unlike Sony
and Microsoft, Nintendo did not release a new console add-on in 2010. Indeed, Nintendo has not
updated the Wii since first introducing it in 2006 and it is perhaps little surprise sales are starting
to dwindle.
• With Sony and Microsoft now fusing motion control with HD graphics, Nintendo may need to raise
its game once more. It is likely that the company will need to launch a successor device to the
Wii, with updated graphics and features, sometime soon in order to stay competitive.
Christmas Unit Sales of the Nintendo Wii (Christmas period is defined as being
from November 21st to January 1st)
Sony Playstation
•
Christmas sales of the PlayStation decreased by 3% between 2009 and 2010,
despite the launch of the PlayStation Move accessory on September 17th 2010.
•
The launch of the Kinect, just a couple of months after the PlayStation Move,
seems to have stunted the latter’s sales performance. The PlayStation Move was
not able to stimulate PlayStation 3 sales in the same way the Kinect has done for
the Xbox 360, and it would appear that Microsoft currently has an advantage over
Sony in a number of areas
Christmas Unit Sales of the PlayStation 3, 2009 and 2010
MSA Xbox Gamer Study (2010)
Microsoft Advertising conducted a demographic and behavioural profiling study
focused on male UK Xbox gamers, aged 25 – 34. This demographic:
27% game every day
83% game at least
3-4 times per week
41% play for
3-4 hrs per day
Playing 7 titles
Spending £64
per month
per month
Lifestyle attitudes to brand and money
Gamers are much more likely to agree with each of the following statements than the
average male 25-34 year old:
I tend to go for premium rather than
standard goods/ services
Statistically
Significant
Uplift
I prefer to take holidays off the beaten track
Xbox 360 Online
Gamers
TGI Males 25-34
Money is the best measure of success
With a credit card I can buy the sorts of
things I couldn't usually afford
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Top line what did the study show?
Male 25-34 Xbox Live Online Gamers have 4 key characteristics:
1. High personal incomes
2. Motivated by money/premium status
3. Consider themselves knowledgeable and influential
4. Social - always online and frequently gaming
For a more detailed report and if needed – presentation, please let your Sales contact know.