GameTrack provides information of the market size and of gamers’ behaviours. It is run by IPSOS MORI and it is a multi-country tracking survey designed to provide key figures on how people play video games in UK, France, Spain, Germany.
GameTrack includes all devices that might be used for playing video games – from PCs and laptops, games consoles and portable games devices through to smartphones and tablets as well as currently niche devices such as smart TVs. Similarly, this includes all games formats – from packaged (new, pre-‐owned and rental) to apps (paid and free) to online games (including downloads, subscriptions to multiplayer games, browser games and games on social network sites).
GameTrack reports on a quarterly basis but fieldwork runs throughout the quarter. Each year, a sample of 1000 adults aged 18+ is interviewed via a short offline survey (including questions relating to the games played by their 6 to 17-year-old children), to provide data that is used to weight responses from a much more detailed online survey. The online survey is conducted amongst a sample of 3000 internet users aged 6-64 years. The online survey runs monthly throughout the quarter.
Central to GameTrack are three key metrics, with each breaking down the total market by specific devices and types of games:
- Volume– the number of games being acquired (both paid and free)
- Value- the amount of money being spent on games
- Demographics – who play games and how do people play games