2 minutes reading time (475 words)

Gaming: the system

 

      

 

The IAB has launched a new report on the UK games industry, and what brands can learn from it. Gaming Britain: A country united by digital play contains some nice Kantar-produced research, covering 3000 adults and 1000 kids. It does the usual segmentation trick, however, splitting roles into "Networkers; Individualists; Interactors; Gaming Elite (Elite, now THERE was a game); Casual Players; PC Opportunists and New Gen Players." The potential for brands and planners is clearly spelt out: Gaming is "at least twice as engaging as other media".

 

With more takeaways than your average high street, there's something here for everyone:

  • 32.9 million people in the UK are playing video games.

 

Demographics:

  • 70% of 16 to 65 years olds frequently (within the previous month) use a gaming device. Those in the 25 to 45 year old age bracket are identified as having the most number of players (44%) compared with 45 to 65 year olds (33%) and 16 to 24 year olds (23%). Gender split is also surprisingly balanced with 51% of men and 49% of women identifying themselves as game players.
  • 82% of the eight to 65 year old online population are defined as game players: 51% male to 49% female.
  • 25 to 45 year olds are identified as having the most number of players (44%) compared with 45 to 65 year olds (33%) and 16 to 24 year olds (23%) with the least amount.
  • 70% of 16 to 65 years old game players regularly use a gaming device, 72% play socially – on and offline.
  • 49% of all respondents play puzzles and quiz games – the most popular type of game.
  • 30% of respondents favour social networking games – the second most popular type of game.
  • 84% of eight to 15 year old game players play frequently, 96% play socially.
  • 63% of game players disagreed with the statement "Gaming is only for young people".
  • 81% of games console players have played with friends or family in person.

 

Media:

  • Gaming devices such as the PS3 and Xbox 360, are becoming a media hub for many different activities. 41% of console owners browse the internet on their devices, 39% watch TV on them and 35% use consoles for social networking.
  • 41% of console owners browse the internet on their devices compared with 20% of handheld console users.
  • 39% of console owners watch TV on their devices compared with 13% of handheld console users.

 

Social:

  • 54% of social networking players have played with friends or family online or over a network.
  • 41% of internet browser game players have played with unknown people online or across a network.
  • 35% of console owners use their devices for social networking compared with 18% of handheld console users.

 

It's all here in the summary booklet, and there's a full report for IAB members.

National express
In conversation with... Toby Barnes and Matt Ward