Video Games and Consoles - UK - September 2013


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Mintel

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The Wii’s sales popularity has declined to a record low, with the poorly performing Wii U failing to provide a balancing revenue boost for Nintendo. Sony and Microsoft will be hoping that their next-generation consoles do better on release in December 2013, and strong pre-order numbers do seem to paint a rosier picture. All is not as well with the handheld market though; poor portable sales for both Sony and Nintendo were rectified only through drastic price cuts, which suggest the handheld market has been too badly damaged by casual smartphone gaming to ever recover to previous levels.
TABLE OF CONTENT

Introduction
Definitions
Abbreviations

Executive Summary
The market
Figure 1: Forecast value of video game and console sales, 2008-18
Market factors
Raft of micro-consoles set to launch, but unlikely to impact industry
Wii U fails to gain traction
Electronic Arts abolishes Online Pass blocking second-hand gamers from online environments
Companies, brands and innovation
Figure 2: Total fixed and portable console volume sales, by console, 2012
Figure 3: Top 30 bestselling video game unit sales, by publisher, 2012
The consumer
What type of gamers are consumers?
Figure 4: Type of gamer consumers categorise themselves as, July 2013
Console Ownership and Intention to Purchase
Figure 5: Ownership and intention to purchase consoles by consumers, July 2013
Interest in purchasing next-generation consoles
Figure 6: Consumers’ interest in purchasing next-generation consoles, July 2013
Importance of features when buying a console
Figure 7: Importance of features for consumers purchasing a new console, July 2013
Main users and the influence of children
Figure 8: Main user of future consoles in the household, July 2013
Figure 9: Influence of children on the choice of consumers’ next console, July 2013
What we think

Issues in the Market
Will Nintendo be able to revitalise sales of the Wii U?
Will early criticism of the Xbox One see the PS4 steal a march in 2013?
What is the future of handheld consoles?
Is Freemium gaming the future?

Trend Application
Trend: Many Mes
Trend: Decline of Deference
Mintel Futures: Old Gold

Market Drivers
Key points
New console competitors failing to make a splash
Xbox One drops unpopular restrictions
Microsoft may alienate casual players with price and privacy concerns
EA – pioneer of online passes – abandons system
Figure 10: EA digital revenue, by type, Q1 2012-Q1 2014 (May-June)
Handhelds struggle to gain purchase
Wii U still losing money for Nintendo
Freemium revenue for apps surpasses dedicated game purchases

Who’s Innovating?
Key points
Rift Drifter puts players on trial
SingStar becomes free to play after low sales
Skylander: Swap Force brings physical characters to digital world
Disney gears up to release biggest ever game experience

Market Size and Forecast
Key points
Market
Figure 11: Value of UK video game and console sales, 2008-18
Figure 12: Value of video game sales, 2008-18
Figure 13: Value of console sales, 2008-18
Forecasts
Figure 14: Forecast value of video game and console sales, 2008-18
Figure 15: Forecast value of console sales, 2008-18
Figure 16: Forecast value of video game sales, 2008-18

Market Share and Segmentation
Key points
Console volume sales down almost a third in a year
Figure 17: Total UK console volume sales, 2011-12 and lifetime
Figure 18: Total UK console volume sales, by console, 2012
Figure 19: European PS3, Xbox 360 and Wii volume sales, 2012
Xbox 360 took half of all fixed sales in UK in 2012
Figure 20: Total UK fixed console volume sales, by console, 2012 and lifetime
DS remains much more popular lifetime console
Figure 21: Total UK portable console volume sales, by console, 2012 and lifetime
Shooters and action games take the top spots
Figure 22: Top 30 bestselling games, by platform, genre and sales, 2012
Figure 23: Platform share of top 30 bestselling video game unit sales, 2012
EA takes the majority of sales, though Activision has bigger hits
Figure 24: Publisher share of top 30 bestselling video game unit sales, 2012
Figure 25: Publisher share of top 30 bestselling video game titles, by number of titles released, 2012

Companies and Products
Activision Blizzard, Inc.
Background
Financial performance and strategy
Figure 26: Financial performance of Activision Blizzard, Inc., 2011 and 2012
Electronic Arts Inc
Background
Financial performance and strategy
Figure 27: Financial performance of Electronic Arts Inc., 2012 and 2013
Microsoft Corporation
Background
Financial performance and strategy
Figure 28: Financial performance of Microsoft Corporation, 2011 and 2012
Nintendo Co., Ltd
Background
Financial performance and strategy
Figure 29: Financial performance of Nintendo Co., Ltd., 2012 and 2013
Sony Corporation
Background
Financial performance and strategy
Figure 30: Financial performance of Sony Corporation, 2012 and 2013
Ubisoft Entertainment SA
Background
Financial performance and strategy
Figure 31: Financial performance of Ubisoft Entertainment, 2012 and 2013

Brand Communication and Promotion
Key points
Games software takes the majority of adspend
Figure 32: Video game and console topline category adspend, by media, 2012
Figure 33: Press-based adspend, by company, 2012
Game console adspend set to explode over 2014
Figure 34: Video game and console detailed category adspend, 2009-12
Figure 35: Console and game adspend, 2009-12

What Type of Gamers Are Consumers?
Key points
Six in ten are gamers
Figure 36: Type of gamer consumers categorise themselves as, July 2013
Figure 37: Consumers who identify themselves as gamers, by gamer type, July 2013
16-24s most likely to be hardcore gamers
Figure 38: Type of gamer consumers categorise themselves as, by age, July 2013
Men are still the primary audience
Figure 39: Type of gamer consumers categorise themselves as, by gender, July 2013

Console Ownership and Intention to Purchase
Key points
Wii still the most widely owned console in the UK
Figure 40: Ownership and intention to purchase consoles by consumers, July 2013
Xbox 360 maintains lead over PS3
Figure 41: Consumer ownership of consoles, September 2013
Wii U owners likely still buying for children
Figure 42: Ownership of Wii U, by age of children present in the household, September 2013
Kinect favoured mainly by the young
Figure 43: Ownership of PlayStation Move and Xbox Kinect, by age, June 2013
Figure 44: Ownership of the Xbox Kinect and PlayStation Move accessories by Xbox 360 and PlayStation 3 owners, September 2013

Interest in Purchasing Next-Generation Consoles
Key points
PlayStation 4 slightly more popular than Xbox One
Figure 45: Consumers’ interest in purchasing next-generation consoles, July 2013
Male lead diminishes for those considering purchase
Figure 46: Consumer intentions of purchasing next-generation consoles, by gender, July 2013
25-34s more enthused about the PlayStation 4
Figure 47: Consumer intentions of purchasing next-generation consoles, by age, July 2013
Almost half of all Xbox One buyers will also get the PlayStation 4
Figure 48: Intentions to purchase an Xbox One, by intentions to purchase a PlayStation 4, July 2013
Figure 49: Intentions to purchase a PlayStation 4, by intentions to purchase an Xbox One, July 2013
Hardcore and regular players favour PlayStation 4
Figure 50: Interest in purchasing next-generation consoles, by gamer type, July 2013

Importance of Features When Buying a Console
Key points
No restrictions on used games the most important feature for gamers
Figure 51: Importance of features for consumers purchasing a new console, July 2013
Publishers may benefit from actively advertising the end of play-passes
Being able to share content least important factor
Presence of children most likely to impact on importance of video sharing
Figure 52: Percentage point increase in ‘Any importance’ response from consumers with children in the household over consumers without children in the household, July 2013
Xbox One buyers have a broader spectrum of interests
Figure 53: Importance of new features when buying a console, by consumers who will definitely purchase a PlayStation 4, July 2013
Figure 54: Importance of new features when buying a console, by consumers who will definitely purchase an Xbox One, July 2013
Regular players most enticed by streaming services and Kinect control
Figure 55: Importance of new features when buying a console, by gamer type, July 2013

Main Users and the Influence of Children
Key points
Four in ten would be the main users of any new console purchased
Figure 56: Main user of future consoles in the household, July 2013
Traditional gender lines maintained
Figure 57: Main user of future consoles in the household, by gender, July 2013
Older consumers remain the primary gamers
Figure 58: Main user of future consoles in the household, by age, July 2013
Those with children in the home more likely to buy for children
Figure 59: Main user of future consoles in the household, by presence and age of children in the household, July 2013
Children make the final decision for 15% of parents
Figure 60: Influence of children on the choice of consumers’ next console, July 2013
Figure 61: Influence of children on the choice of consumers’ next console, by age of parent, July 2013
16 the age where children are given autonomy
Figure 62: Influence of children on the choice of consumers’ next console, by age of children in the household, July 2013

Appendix – What Types of Gamers Are Consumers?
Figure 63: Type of gamer consumers categorise themselves as, July 2013
Figure 64: Type of gamer consumers categorise themselves as, by demographics, July 2013

Appendix – Console Ownership and Intention to Purchase
Figure 65: Consumer console ownership, September 2013
Figure 66: Consumer console ownership, by most popular consoles owned by consumers, September 2013
Figure 67: Consumer console ownership, by next most popular consoles owned by consumers, September 2013
Figure 68: Consumer console ownership, by most popular consoles do not own but plan to buy in the next six months, September 2013
Figure 69: Consumer console ownership, by next most popular consoles consumers do not own but plan to buy in the next six months, September 2013
Figure 70: Consumer console ownership, by most popular console consumers neither own nor plan to buy in the next six months, September 2013
Figure 71: Consumer console ownership, by next most popular console consumers neither own nor plan to buy in the next six months, September 2013
Figure 72: Consumer console ownership, by least popular console consumers neither own nor plan to buy in the next six months, September 2013
Figure 73: Most popular consoles currently owned by consumers, by demographics, September 2013
Figure 74: Next most popular consoles currently owned by consumers, by demographics, September 2013
Figure 75: Least popular consoles currently owned by consumers, by demographics, September 2013
Figure 76: Most popular console consumers do not own but plan to buy in the next six months, by demographics, September 2013
Figure 77: Next most popular console consumers do not own but plan to buy in the next six months, by demographics, September 2013
Figure 78: Least popular console consumers do not own but plan to buy in the next six months, by demographics, September 2013
Figure 79: Most popular console consumers neither own nor plan to buy in the next six months, by demographics, September 2013
Figure 80: Next most popular console consumers neither own nor plan to buy in the next six months, by demographics, September 2013
Figure 81: Least popular console consumers neither own nor plan to buy in the next six months, by demographics, September 2013

Appendix – Interest in Purchasing Next-Generation Consoles
Figure 82: Consumer interest in purchasing next-generation consoles, July 2013
Figure 83: Consumer interest in purchasing next-generation consoles, by type of gamer consumers categorise themselves as, July 2013
Figure 84: Consumer interest in purchasing next-generation consoles, by consumer interest in purchasing next-generation consoles – Sony PlayStation, July 2013
Figure 85: Consumer interest in purchasing next-generation consoles, by consumer interest in purchasing next-generation consoles – Microsoft Xbox One, July 2013
Figure 86: Consumer interest in purchasing next-generation consoles – Sony PlayStation, by demographics, July 2013
Figure 87: Consumer interest in purchasing next-generation consoles, – Microsoft Xbox One, by demographics, July 2013

Appendix – Importance of Features When Buying A Console
Figure 88: Desirability of features for consumers, July 2013
Figure 89: Importance of being able to control the console through voice or gestures rather than with a controller as a feature in new consoles, July 2013
Figure 90: Importance of being able to play games through voice or gesture rather than with a controller as a feature in new consoles, July 2013
Figure 91: Importance of being able to link a second device to the console to show extra information as a feature in new consoles, July 2013
Figure 92: Importance of the ability to share clips of your gameplay with others from the console as a feature in new consoles, July 2013
Figure 93: Importance of no restrictions on playing second-hand games on the console as a feature in new consoles, July 2013
Figure 94: Importance of the console can link with computers in the house to play videos and music from them as a feature in new consoles, July 2013
Figure 95: Importance of online music streaming services can be accessed through the console as a feature in new consoles, July 2013
Figure 96: Importance of online video streaming services can be accessed through the console as a feature in new consoles, July 2013
Figure 97: Importance of independent games can be played on the console as a feature in new consoles, July 2013
Figure 98: Importance of games that exist digitally on the console can be lent to friends as a feature in new consoles, July 2013
Figure 99: Importance of free online multiplayer as a feature in new consoles, July 2013
Figure 100: Importance of the ability to play games without an internet connection as a feature in new consoles, July 2013
Figure 101: Desirability of features for consumers, by type of gamer consumers categorise themselves as, July 2013
Figure 102: Importance of being able to control the console through voice or gestures rather than with a controller as a feature in new consoles, by demographics, July 2013
Figure 103: Importance of being able to play games through voice or gesture rather than with a controller as a feature in new consoles, by demographics, July 2013
Figure 104: Importance of being able to link a second device to the console to show extra information as a feature in new consoles, by demographics, July 2013
Figure 105: Importance of the ability to share clips of your gameplay with others from the console as a feature in new consoles, by demographics, July 2013
Figure 106: Importance of no restrictions on playing second-hand games on the console as a feature in new consoles, by demographics, July 2013
Figure 107: Importance of the console can link with computers in the house to play videos and music from them as a feature in new consoles, by demographics, July 2013
Figure 108: Importance of online music streaming services can be accessed through the console as a feature in new consoles, by demographics, July 2013
Figure 109: Importance of online video streaming services can be accessed through the console as a feature in new consoles, by demographics, July 2013
Figure 110: Importance of independent games can be played on the console as a feature in new consoles, by demographics, July 2013
Figure 111: Importance of games that exist digitally on the console can be lent to friends as a feature in new consoles, by demographics, July 2013
Figure 112: Importance of free online multiplayer as a feature in new consoles, by demographics, July 2013
Figure 113: Importance of the ability to play games without an internet connection as a feature in new consoles, by demographics, July 2013

Appendix – Main Users and the Influence of Children
Figure 114: Main future user of any new console in the home, July 2013
Figure 115: Interest in next-generation consoles, by main future user of any new console in the home, July 2013
Figure 116: Main future user of any new console in the home, by demographics, July 2013
Figure 117: Influence of children on the console buying process, July 2013
Figure 118: Interest in next-generation consoles, by influence of children on the console buying process, July 2013
Figure 119: Desirability of features for consumers, by influence of children on the console buying process, July 2013
Figure 120: Influence of children on the console buying process, by desirability of features for consumers – Being able to control the console through voice or gestures rather than with a controller, July 2013
Figure 121: Influence of children on the console buying process, by desirability of features for consumers – Being able to play games through voice or gesture, rather than with a controller, July 2013
Figure 122: Influence of children on the console buying process, by desirability of features for consumers – Being able to link a second device to the console to show extra information, July 2013
Figure 123: Influence of children on the console buying process, by desirability of features for consumers – The ability to share clips of your gameplay with others from the console, July 2013
Figure 124: Influence of children on the console buying process, by desirability of features for consumers – No restrictions on playing second-hand games on the console, July 2013
Figure 125: Influence of children on the console buying process, by desirability of features for consumers – The console can link with computers in the house to play videos and music from them, July 2013
Figure 126: Influence of children on the console buying process, by desirability of features for consumers – Online music streaming services can be accessed through the console, July 2013
Figure 127: Influence of children on the console buying process, by desirability of features for consumers – Online video streaming services can be accessed through the console, July 2013
Figure 128: Influence of children on the console buying process, by desirability of features for consumers – Independent games can be played on the console, July 2013
Figure 129: Influence of children on the console buying process, by desirability of features for consumers – Games that exist digitally on the console can be lent to friends, July 2013
Figure 130: Influence of children on the console buying process, by desirability of features for consumers – Free online multiplayer, July 2013
Figure 131: Influence of children on the console buying process, by desirability of features for consumers – The ability to play games without an internet connection, July 2013
Figure 132: Influence of children on the console buying process, by demographics, July 2013