sean dromgoole, ceo, some research / gamevision
DESCRIPTION
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/TRANSCRIPT
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
Copyright © GameVision Europe Ltd Mar 2009 All rights reserved – DO NOT COPY
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.
Copyright © GameVision Europe Ltd Mar 2009 All rights reserved – DO NOT COPY
The Market Now
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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
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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
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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
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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%
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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
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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%
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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
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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
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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
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Recent Trends– Active GamersThe game-buying public has changed
massively recently. It’s now…
More Casual
More Female
Older
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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%
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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
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The Next Market
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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
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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
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Is that it then? Just thrills…
No – games are now starting to offer to satiate desires outside of gaming.
Lets start with everything…
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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
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What games used to offer... 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
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What games are now starting to offer...
The GoodEnlightenment
LoveCreativityBelonging
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
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...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.