Interactive Software Federation of Europe


The New Faces of Gaming

The classic gaming demographic of a man, in his 20s, using a games console or computer, is still a key component of the market and shows no sign of losing interest in the medium.

However, insights gathered from GameTrack by Ipsos Connect, in conjunction with ISFE, show there is a growing appetite for gaming across a whole range of age and gender groups. To be successful, manufacturers and content producers need to adjust their message, to appeal to a broader section of their potential audience.

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GameTrack Methodology

GameTrack is a multi-country tracking survey, designed to provide a complete view of the video games market in the UK, France, Germany, Spain and the USA. ISFE commissioned Ipsos Connect to run the project. 

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 types of games – from packaged (new, pre-­‐owned and rental) to apps (paid and free) to online games (including downloads, subscriptions, browser games and games on social network sites).

Central to GameTrack are three key metrics, with each breaking down the total market by specific devices and types of games:

Time - the amount of time that is spent gaming

Volume - the number of games being acquired (both paid and free)

Value -­ the amount of money being spent on games

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.

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ESA Essential Facts 2010-2014

The American trade association for the video games industry, the ESA, publishes an Essential Facts report every year with statistics about the American computer and video game industry:
- Who plays which video games on how many devices?
- How do parents look at games?
- What are the top-selling games and genres in the United States?

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2012 Pan-European Consumer Study

A few excerpts from the European summary of 2012 ISFE Consumer Study:

1. 25% of the European online population plays videogames at least once per week:

2. 45% of all gamers are female, 49% is at least 35 years, while 12% is younger than 20 years:

3. In the Nordic countries, many parents play video games with their children:

4. Across Europe, a majority of parents thinks video games encourage their children to develop more skills:

5. In many countries, a majority of parents also thinks it stimulates creativity:

6. Opinions regarding the impact on aggressive behavior differ strongly between countries:

7. Parental controls are used by parents but fairly different per country and per children's age:

8. 1 in 2 Europeans recognises the PEGI age labels. Almost everyone finds them clear and useful:

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Videogames in Europe: 2012 Consumer Study

The Videogames in Europe Consumer Study is a multi-country survey run by Ipsos MediaCT and commissioned by ISFE. It is designed to provide a better understanding of the societal context in which games are being played today in 16 European countries. It provides detailed consumer statistics about gaming habits, broader media interests, online gameplay, gaming in a family context and the PEGI age rating system. All the individual country reports and the EU summary can be found below. Some highlights of the study are collected here.

The study used a combination of online self-completion survey and offline interviews and targeted respondents aged between 16 and 64, including both videogame players and non-players from a broad demographic (gender, age, parents etc). In total, approximately 15.000 interviews were performed in the following countries: Austria, Belgium, Czech Republic, Denmark, Finland, France, Great Britain, Germany, Italy, Netherlands, Norway, Poland, Portugal, Spain, Sweden and Switzerland. The margin of error for the countries with a sample size of 1,300 respondents (GB, FR, GE, IT, SP, NE, PL) is +/- 3.1%. In the countries with a sample size of 650 respondents (POR, BE, SWI, SWE, AU, DE, NO, FI, CZ) the margin of error is +/- 4.4%

Simon Little, Managing Director of ISFE says: "We are delighted to see gamers represented so broadly across the European population. It shows beyond a doubt that gaming has taken its place as an established form of entertainment, having become so easily accessible on so many platforms and devices over the last few years. It is great to see that 1 in 2 people recognise the PEGI age labels and that almost everyone finds them clear and useful. This provides the necessary impetus to educate the parents that are not yet aware of them."

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