Interactive Software Federation of Europe


Next Level: Observations on the UK gaming market

It is a pivotal time for the video games market. While fewer people are buying physical discs for consoles, there is now a more diverse range of gamers, using a wider range of devices than ever before. Gamers now encompass demographic groups that may well have scoffed at the idea of playing a game several years ago. Using data gathered from GameTrack, Tom Cross from Ipsos MediaCT takes a closer look at the shifting dynamics of the video games market in an age where some kids are so used to playing games on smartphones and tablets, that they assume all media devices are touch screen.

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Video Gamers in Europe 2010 (Gamevision study)

According to this study, there is a 25.4% chance that if you are an adult living in Europe, you can indeed be addressed as a gamer. To keep up with the continually evolving demographic of gamers, the definition of a gamer includes for the first time people that occasionally play but don‟t necessarily buy games. They may enjoy a quick free game on their iPhone while waiting for the bus or spend time playing a game on Facebook during their lunch hour. Passing the time is actually the main motivator for playing online or on handheld systems.

ISFE believes this is the broadest, most in-depth study of adult gamers and non-gaming parents in Europe. It gives some perspective on the user market size and the popularity of the different game platforms. But it also dives into the attitudes and the motivations of people who play games, looking at how games are perceived within the family, in comparison to other leisure activities and on the internet.

Games are now played everywhere and by everyone. For every place, person, agenda and budget, there is a type of game available. The data in this study show the industry has risen to the challenge of broadening the market offering, both in terms of software and hardware. One thing is sure: with more than 95 million European adults playing video games regularly and 253 million games sold at retail in 2009 with a market value of over 8 billion euros (source: Screen Digest December 2009), it is important that the industry and policy makers keep in mind the games' place in society.

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Video Gamers in Europe 2008 (Nielsen study)

The results of the research project, conducted by Nielsen Games on behalf of ISFE, demonstrate the 2008 make up of the European market for videogames. The findings put to rest some commonly held misperceptions about today's gaming community. 

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