Sean Dromgoole, CEO, Some Research / Gamevision

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Sean Dromgoole, CEO, Some Research / Gamevision presents at the Game Based Learning 2009 Conference. Market data and trends. Video at: http://newlearning.blip.tv/file/1907458/

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<p>A view from the marketplace Games now and going forwards</p> <p>Copyright GameVisionEurope Ltd Mar 2009</p> <p>All rights</p> <p>GameVision/SomeReseGameVision: 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 forCopyright GameVisionEurope Ltd Mar 2009 All rights</p> <p>The Market Now</p> <p>Copyright GameVisionEurope Ltd Mar 2009</p> <p>All rights</p> <p>Whole Market UK</p> <p>All breathers who are six or older = 55.3m Active Gamers 16.7m DS 5.8m GB 0.9m XB360 2.3m PSP 2m Wii 6.1m</p> <p>Non buying gamer s 3.8m</p> <p>Lapse d 5.6m</p> <p>PS3 2m</p> <p>PS2Copyright GameVisionEurope Ltd Mar 2009</p> <p>PC 3.9mAll rights</p> <p>Active gamers by age group - UK</p> <p>Copyright GameVisionEurope Ltd Mar 2009</p> <p>All rights</p> <p>Active gamers as part of total population - UK</p> <p>Copyright GameVisionEurope Ltd Mar 2009</p> <p>All rights</p> <p>Copyright GameVisionEurope Ltd Mar 2009</p> <p>All rights</p> <p>Copyright GameVisionEurope Ltd Mar 2009</p> <p>All rights</p> <p>Gamer CommitmentNumber of games bought in the last 3 months</p> <p>Hardcore 19%Up to an hour per day</p> <p>0 or 1 games</p> <p>2 games</p> <p>3 or more games</p> <p>Up to one hour per day</p> <p>Dabblers 22%</p> <p>Average hours spent playing games</p> <p>Dabblers (22%)</p> <p>One hour per day or more</p> <p>Marginals 26%</p> <p>Loyalists (18%)</p> <p>Dabblers</p> <p>Loyalists 18%</p> <p>Magpies 15%</p> <p>Marginals (26%)</p> <p>Magpies (15%)</p> <p>Hardcore (19%)</p> <p>Copyright GameVisionEurope Ltd Mar 2009</p> <p>All rights</p> <p>Gamer commitment over time Trends in Gamer Commitment70,000 60,000 50,000 40,000 30,000 20,000 10,000 Spring 2003 Spring 2004 Spring 2005 Spring 2006 Spring 2007 Autumn 2007 Spring 2008 Autumn 20084,842 7,038 9,789 5,195 11,460 7,936 7,067 6,293 9,149 10,677 8,461 11,508 9,502 24,438 10,963 13,914 12,635 10,490 8,630 11,766 5,749 7,936 6,981 9,445 8,719 16,550 5,463 16,904 9,168 8,366 14,058 19,010 21,330 13,110</p> <p>14,520</p> <p>9,751</p> <p>11,140</p> <p>8,790</p> <p>11,800</p> <p>14,170</p> <p>Hardcore</p> <p>Loyalists</p> <p>Magpies</p> <p>Dabblers</p> <p>Marginals</p> <p>Copyright GameVisionEurope Ltd Mar 2009</p> <p>All rights</p> <p>Hours of gaming per week - UK50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Under 1 hour 1-4 hours 5-9 hours 10-14 hours 15-19 hours 20-24 hours 25 hoursor more Male Female</p> <p>Copyright GameVisionEurope Ltd Mar 2009</p> <p>All rights</p> <p>Type of play by sex80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Males 10-14 Males 15-19 Play alone offline Males 20-24 Males 25-29 Males 30-35 Males 35-39 Males 40-45 All Active Males</p> <p>MalePlay with friends offline Play alone online Play with or against other people online</p> <p>80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Fem ales 10-14 Females 15-19 Playalone offline Females 20-24 Fem ales 25-29 Females 30-35 Females 35-39 Fem ales 40-45 All Active Females</p> <p>Femal ePlaywith friends offline Playalone online Play with or against other people online</p> <p>Copyright GameVisionEurope Ltd Mar 2009</p> <p>All rights</p> <p>Recent Trends Active GamersThe game-buying public has changed massively recently. Its now More Casual More Female Older</p> <p>Copyright GameVisionEurope Ltd Mar 2009</p> <p>All rights</p> <p>The games they play most by sex UKMales FemalesGame Wii Sports Grand Theft Auto FIFA Pro Evolution Soccer Wii Play Mario Kart Call of Duty Need for Speed Halo Super Mario Bros Mario and Sonic at the Olympics Lego Star Wars Guitar Hero Gran Turismo Gears of War Lara Croft - Tomb Raider Tiger Woods PGA Tour Sonic Dr Kawashima's Brain Training Wii Fit % Played Play in last 6 Ranking months % Aware 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 50.8% 41.7% 38.2% 35.9% 34.1% 31.8% 31.1% 28.9% 27.9% 27.4% 24.4% 24.3% 23.9% 23.8% 23.4% 23.1% 23.0% 22.9% 22.6% 22.3% 87.1% 89.9% 86.7% 85.4% 77.4% 83.0% 76.9% 86.5% 84.1% 93.5% 80.7% 80.4% 84.7% 88.1% 71.0% 91.8% 85.2% 86.0% 69.5% 86.1% Game Wii Sports Dr Kawashima's Brain Training The Sims Wii Play Wii Fit Tetris Super Mario Bros Sonic Cooking Mama Mario Kart Big Brain Academy Nintendogs Buzz Grand Theft Auto Lara Croft - Tomb Raider Singstar Sim City Mario Party Crash Bandicoot Guitar Hero % Played Play in last 6 Ranking months % Aware 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 54.6% 46.1% 39.7% 39.6% 34.8% 32.5% 30.1% 29.5% 28.5% 27.5% 26.7% 26.5% 25.5% 23.4% 23.4% 22.9% 22.1% 21.7% 21.6% 21.5% 85.3% 81.1% 97.3% 78.1% 89.7% 86.9% 89.5% 89.0% 67.3% 80.2% 76.2% 79.0% 51.9% 86.6% 89.4% 70.1% 90.0% 65.8% 75.4% 91.0%</p> <p>Copyright GameVisionEurope Ltd Mar 2009</p> <p>All rights</p> <p>Top 20: MalesGame</p> <p>Games they enjoy the most by sex - UKTop 20: FemalesGame Wii Fit Rock Band 42 All Time Classics Resident Evil Buzz! Wii Sports Scrabble Mario Kart SingStar Tetris Crash Bandicoot Burnout The Sims Jak &amp; Daxter Lara Croft - Tomb Raider Wii Play Zelda EyeToy Nintendogs Cooking Mama Enjoyment ranking 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Mean % Excellent score (9 or 10) 8.8 8.3 8.2 8.2 8.1 8.1 8.0 7.8 7.8 7.8 7.8 7.7 7.7 7.7 7.6 7.6 7.6 7.6 7.6 7.6 60.4% 66.6% 32.2% 50.4% 31.8% 37.1% 36.4% 41.9% 25.1% 55.1% 59.1% 27.5% 23.1% 18.3% 27.4% 37.7% 67.9% 30.8% 45.3% 41.9% Modal score 10 9 8 10 8 8 9 7 8 3 10 7 8 7 6 9 10 7 9 10 Enjoyment ranking 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Mean % Excellent score (9 or 10) 8.9 8.3 8.2 7.9 7.9 7.8 7.8 7.7 7.7 7.7 7.6 7.6 7.6 7.5 7.5 7.4 7.3 7.3 7.1 7.1 106.5% 56.7% 21.1% 46.0% 66.8% 28.4% 53.4% 33.6% 96.0% 55.5% 29.5% 71.5% 80.2% 19.8% 20.2% 42.7% 22.4% 88.2% 24.0% 34.8% Modal score 10 10 9 5 9 8 5 7 9 8 8 9 9 7 9 10 6 7 9 8</p> <p>Football Manager Zelda Colin McRae or DIRT Call of Duty Half Life Medal of Honor Wii Sports Mario and Sonic at the Olympics Mario Kart Rayman Conflict Rollercoaster Tycoon Rainbow Six Big Brain Academy Crash Bandicoot Gears of War Donkey Kong GTA/Grand Theft Auto Championship Manager Silent Hill</p> <p>Copyright GameVisionEurope Ltd Mar 2009</p> <p>All rights</p> <p>The Next Market</p> <p>Copyright GameVisionEurope Ltd Mar 2009</p> <p>All rights</p> <p>Why do gamers game?Gamers want to do something that intrigues them in a way that is fun. </p> <p>Our industry calls the way that is fun bitAcquiring new skills</p> <p>Testin g skills</p> <p>Copyright GameVisionEurope Ltd Mar 2009</p> <p>All rights</p> <p>What does gameplay give us? ThrillsSurprise Discovery Challenge Progress Improveme nt Starting something new Learning Preparation Being better</p> <p>Acquirin g new skills</p> <p>Testi ng skills</p> <p>Proving Self Immersion Focus Proficiency</p> <p>Copyright GameVisionEurope Ltd Mar 2009</p> <p>Celebration Proof of Self worth Given something you want</p> <p>Release Satisfaction ConqueringAll rights</p> <p>Is that it then? Just thrills</p> <p>No games are now starting to offer to satiate desires outside of gaming. Lets start with everything</p> <p>Copyright GameVisionEurope Ltd Mar 2009</p> <p>All rights</p> <p>Everything that everybody</p> <p>Copyright GameVisionEurope Ltd Mar 2009</p> <p>All rights</p> <p>What games used to</p> <p>Copyright GameVisionEurope Ltd Mar 2009</p> <p>All rights</p> <p>What games are now starting to offer...</p> <p>Copyright GameVisionEurope Ltd Mar 2009</p> <p>All rights</p> <p>...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 asCopyright GameVisionEurope Ltd Mar 2009 All rights</p>