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Contents
Report homepage
Research Methodology
Contents
Scope and Themes
Executive Summary
Insights and Opportunities
Fast Forward Trends
Market Size and Forecast
Competitive Context
Segment Performance
Segment Performance—Console Games
Segment Performance—PC Games
Segment Performance—Online Games
Segment Performance—Mobile Phone Games
Retail Channels
Market Drivers
Leading Companies
Brand Qualities
Innovation and Innovators
Advertising and Promotion
Usage
Genre Preferences
Volume and Value of Purchasing
Spending on video games
Usage Among Children
Teens and Video Games
Marketing to Teens
Attitudes Among Adults
Encouraging Non-gamers to join the Fun
Interest in ‘Exergaming’
Race and Ethnicity
Custom Consumer Groups
Cluster Analysis—Casual Gamers, Middle Gamers, Hardcore Gamers
Appendix: Type of Games Played
Appendix: When Games are Purchased
Appendix: Additional Teen Consumer Tables
Appendix: Genre Preferences Among Adults
Appendix: Timing for Buying a New Video Game
Appendix: Average Spend of Households with Children
Appendix: Video Games Compared to Other Forms of Entertainment for Kids, by Race/Ethnicity
Appendix: Adult Incidence and Frequency of Usage by Platform
Appendix: Future Video Gaming Interests
Appendix: Personal Consumption versus Buying for Others
Appendix: Sources of Information by Presence of Children
Appendix: Time of Purchase, by Race/Ethnicity
Appendix: Trade Associations
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Video Games - US - July 2008
Video Games - US - July 2008
Capturing women and over-35s

As sequels to popular games continue to succeed, gaming has also taken on a whole new look. The Nintendo Wii has enticed gamers off the couch to play virtual tennis and golf with its motion-sensor controller, and Activision's Guitar Hero has transformed gamers into rock stars. Online gaming revenue has increased thanks to subscriptions to the blockbuster MMOG World of Warcraft, online services for each console platform, and an uptick in casual game downloads. Mobile phone gaming has also taken hold via new generation of game-friendly phones. Only PC game sales have slowed, as console gaming and video piracy tarnished its luster. This report includes insights into:

As sequels to popular games continue to succeed, gaming has also taken on a whole new look. The Nintendo Wii has enticed gamers off the couch to play virtual tennis and golf with its motion-sensor controller, and Activision's Guitar Hero has transformed gamers into rock stars. Online gaming revenue has increased thanks to subscriptions to the blockbuster MMOG World of Warcraft, online services for each console platform, and an uptick in casual game downloads. Mobile phone gaming has also taken hold via new generation of game-friendly phones. Only PC game sales have slowed, as console gaming and video piracy tarnished its luster. This report includes insights into:

Alternatives to the pricing model for game sales
The role of game franchises in sales growth
Brand qualities of the leading game companies
Opportunities for innovation
The role of piracy in the PC segment
The hold of traditional retailing on game sales
Consumer opinions and preferences about game platforms and advertising/promotion
Future opportunities in game development, game marketing and promotion

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