Download - Sean Dromgoole, CEO, Some Research / Gamevision

Copyright © GameVision Europe Ltd Mar 2009 All rights reserved – DO NOT COPY

A view from the marketplace

Games now and going forwards

Game Based Learning

20th March 2009

Sean DromgooleGameVision / Some Research


GameVision/SomeResearchGameVision: Surveys more than 50,000 Europeans

a year every year. Been going for 6 years.

We are subscribed to by Sony, Nintendo, Microsoft, EA, Ubisoft, Activision/Blizzard, THQ, Disney, Warner Brothers, Sega,

Some Research: Games-based market research company. Completed over 250 games based research projects. Been going for 8 years.

Definition: We usually talk about “active gamers” i.e. gamers who have bought a game or a platform, or had it bought for them, in the last 12 months.


The Market Now


All breathers who are six or older = 55.3m

Active Gamers 16.7m

PC 3.9mPS2 4.5m

Whole Market – UK

GB 0.9m DS 5.8m

PSP 2m

XB360

2.3m Wii 6.1m

Non buying gamers 3.8m

Lapsed 5.6m

PS3 2m


Active gamers by age group - UK

6 thru 9

10 thru 14

15 thru 19

20 thru 24

25 thru 29

30 thru 34

35 thru 44

45 thru 54

55 + All0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Non Gamers

Male Active Gamers

Female Active Gamers


Active gamers as part of total population - UK

6 thru 9 10 thru 14

15 thru 19

20 thru 24

25 thru 29

30 thru 34

35 thru 44

45 thru 54

55 +0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

Non Gamers

Male Active Gamers

Female Active Gamers


Active gamers – Platform by Sex

PS2 PS3 Xbox 360

Wii DS PSP PC

0%

10%

20%

30%

40%

50%

60%

70%

80%

FemaleMale

35%

24% 25%

46%

56%

33%

40%

65%

76%75%

54%

44%

67%

60%


Platforms by Age of Gamer

AllPS

2W

iiPS

3

Xbox

360

GameB

oy DSPS

P PC0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100% 55+45-5435-4430-3425-2920-2415-1910-146-9


Gamer Commitment

Aver

age

hour

s sp

ent p

laying

gam

es

Number of games bought in the last 3 months

0 or 1 games 2 games 3 or more games

Up to

½ a

n ho

urpe

r day

Up to

one

ho

ur p

er

day

One

hour

per

day

or m

ore Loyalists

(18%)

Marginals(26%)

Magpies(15%)

Hardcore(19%)

Dab

bler

s

Dabblers (22%)

Marginals26%

Dabblers22%

Loyalists18%

Magpies15%

Hardcore19%


Gamer commitment over time

-

10,000

20,000

30,000

40,000

50,000

60,000

70,000

Spring 2003

Spring 2004

Spring 2005

Spring 2006

Spring 2007

Autumn 2007

Spring 2008

Autumn 2008

11,460 10,677 10,963 13,91424,438

12,635 10,490 8,630

5,1959,149 9,502

11,508

16,550

11,76611,800 14,170

9,789 6,2938,461

8,719

8,366

9,751 11,140 8,7907,038 7,067

7,936

9,445

9,168

14,05813,110 14,520

4,842 7,9365,749

6,981

5,46316,904 19,010 21,330

Trends in Gamer Commitment

Hardcore Loyalists Magpies Dabblers Marginals


Hours of gaming per week - UK

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Under 1 hour

1-4 hours 5-9 hours 10-14 hours

15-19 hours

20-24 hours

25 hours or more

Male

Female


Type of play by sex

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

Males 10-14 Males 15-19 Males 20-24 Males 25-29 Males 30-35 Males 35-39 Males 40-45 All Active Males

Play alone offline Play with friends offline Play alone online Play with or against other people online

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

Females 10-14 Females 15-19 Females 20-24 Females 25-29 Females 30-35 Females 35-39 Females 40-45 All Active Females

Play alone offline Play with friends offline Play alone online Play with or against other people online

Male

Female


Recent Trends– Active GamersThe game-buying public has changed

massively recently. It’s now…

More Casual

More Female

Older


The games they play most – by sex UKMales Females

GamePlay

Ranking

% Played in last 6 months % Aware Game

Play Ranking

% Played in last 6 months % Aware

Wii Sports 1 50.8% 87.1% Wii Sports 1 54.6% 85.3%Grand Theft Auto 2 41.7% 89.9% Dr Kawashima's Brain Training 2 46.1% 81.1%FIFA 3 38.2% 86.7% The Sims 3 39.7% 97.3%Pro Evolution Soccer 4 35.9% 85.4% Wii Play 4 39.6% 78.1%Wii Play 5 34.1% 77.4% Wii Fit 5 34.8% 89.7%Mario Kart 6 31.8% 83.0% Tetris 6 32.5% 86.9%Call of Duty 7 31.1% 76.9% Super Mario Bros 7 30.1% 89.5%Need for Speed 8 28.9% 86.5% Sonic 8 29.5% 89.0%Halo 9 27.9% 84.1% Cooking Mama 9 28.5% 67.3%Super Mario Bros 10 27.4% 93.5% Mario Kart 10 27.5% 80.2%Mario and Sonic at the Olympics 11 24.4% 80.7% Big Brain Academy 11 26.7% 76.2%Lego Star Wars 12 24.3% 80.4% Nintendogs 12 26.5% 79.0%Guitar Hero 13 23.9% 84.7% Buzz 13 25.5% 51.9%Gran Turismo 14 23.8% 88.1% Grand Theft Auto 14 23.4% 86.6%Gears of War 15 23.4% 71.0% Lara Croft - Tomb Raider 15 23.4% 89.4%Lara Croft - Tomb Raider 16 23.1% 91.8% Singstar 16 22.9% 70.1%Tiger Woods PGA Tour 17 23.0% 85.2% Sim City 17 22.1% 90.0%Sonic 18 22.9% 86.0% Mario Party 18 21.7% 65.8%Dr Kawashima's Brain Training 19 22.6% 69.5% Crash Bandicoot 19 21.6% 75.4%Wii Fit 20 22.3% 86.1% Guitar Hero 20 21.5% 91.0%


Games they enjoy the most by sex - UK

Top 20: Males Top 20: Females

GameEnjoyment

rankingMean score

% Excellent (9 or 10)

Modal score Game

Enjoyment ranking

Mean score

% Excellent (9 or 10)

Modal score

Football Manager 1 8.8 60.4% 10 Wii Fit 1 8.9 106.5% 10Zelda 2 8.3 66.6% 9 Rock Band 2 8.3 56.7% 10Colin McRae or DIRT 3 8.2 32.2% 8 42 All Time Classics 3 8.2 21.1% 9Call of Duty 4 8.2 50.4% 10 Resident Evil 4 7.9 46.0% 5Half Life 5 8.1 31.8% 8 Buzz! 5 7.9 66.8% 9Medal of Honor 6 8.1 37.1% 8 Wii Sports 6 7.8 28.4% 8Wii Sports 7 8.0 36.4% 9 Scrabble 7 7.8 53.4% 5Mario and Sonic at the Olympics 8 7.8 41.9% 7 Mario Kart 8 7.7 33.6% 7Mario Kart 9 7.8 25.1% 8 SingStar 9 7.7 96.0% 9Rayman 10 7.8 55.1% 3 Tetris 10 7.7 55.5% 8Conflict 11 7.8 59.1% 10 Crash Bandicoot 11 7.6 29.5% 8Rollercoaster Tycoon 12 7.7 27.5% 7 Burnout 12 7.6 71.5% 9Rainbow Six 13 7.7 23.1% 8 The Sims 13 7.6 80.2% 9Big Brain Academy 14 7.7 18.3% 7 Jak & Daxter 14 7.5 19.8% 7Crash Bandicoot 15 7.6 27.4% 6 Lara Croft - Tomb Raider 15 7.5 20.2% 9Gears of War 16 7.6 37.7% 9 Wii Play 16 7.4 42.7% 10Donkey Kong 17 7.6 67.9% 10 Zelda 17 7.3 22.4% 6GTA/Grand Theft Auto 18 7.6 30.8% 7 EyeToy 18 7.3 88.2% 7Championship Manager 19 7.6 45.3% 9 Nintendogs 19 7.1 24.0% 9Silent Hill 20 7.6 41.9% 10 Cooking Mama 20 7.1 34.8% 8


The Next Market


Why do gamers game?Gamers want to do something that intrigues them in a way that is fun.

Our industry calls the “way that is fun” bit “gameplay”. This is made up of a continuing rebalancing of the following sequential elements.

Acquiring new skills

Testing skills

Completion

Prog

ress

ion

Reward

Understand New

Environment


What does gameplay give us? Thrills

Acquiring new skills

Testing

skills

Completion

Prog

ress

ion

Reward

Understand New

Environment

LearningPreparation

Being better

Proving Self

ImmersionFocus

Proficiency

ReleaseSatisfactionConquering

CelebrationProof of

Self worthGiven

something you want

ProgressImproveme

ntStarting

something new

SurpriseDiscoveryChallenge


Is that it then? Just thrills…

No – games are now starting to offer to satiate desires outside of gaming.

Lets start with everything…


Everything that everybody wants...The Good

EnlightenmentLove

CreativityBelonging

Beauty/CultureWisdom/Knowledge

Power/controlIndividuation

HappinessProficiency

HealthSecurityVictory

Involvement / ExcitementContentment

Food, water, sex, warmth

The Bad and the UglyAnti-everything/ nihilism

HatredDestruction

IsolationPhilistinism

IdiocyFreedom from responsibility

ConformityDepression / Escape

InadequacyIllness / Death

RiskDefeat

RelaxationAnger / Fear


What games used to offer... The Good

EnlightenmentLove

CreativityBelonging








HatredDestruction





RiskDefeat



What games are now starting to offer...

The GoodEnlightenment

LoveCreativityBelonging








HatredDestruction





RiskDefeat



...in conclusionThe gaming market and the number of people

gaming are massive and still growing

Gaming has now reached every demographic but has the greatest potential to grow amongst the old.

The cycle of assess, acquire, utilise until correct, complete, reward, move-up has many parallels within educational practice.

Gaming is moving towards education, specifically by offering and needing to offer a greater array of rewards, at the same time as education is moving towards gaming.

Download - Sean Dromgoole, CEO, Some Research / Gamevision

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