NZ Achieves Record Video Games Sales Despite Tough Economic Climate



-Computer and Video Game Sales Crack $170 million in 2009-

New Zealand, January 26, 2010 – New Zealand’s interactive gaming and entertainment industry shows no signs of an economic slowdown achieving a record sales result of just over $170 million for the 2009 calendar year.

Despite the economic challenges of the last 12 months, sales data compiled by independent market research group GfK Retail and Technology Australia indicates computer and video gaming sales of $170 million – an increase of 12 per cent from 2008.  The data includes all sales from hardware, gaming peripherals and traditionally boxed software, yet excludes revenue generated from online retail sales, downloadable content, online games subscriptions and games delivered to mobile phones.

‘Family Games’ are a key factor to the industry’s growth proving to be the number one selling genre in 2009.  27% of all software sales were from the ‘Family Games’ genre – up 34% from 2008.

Growth figures for the New Zealand market were three times larger than Australia’s gaming market which recorded a 4 per cent growth.

According to Mark Goodacre, President of ISANZ, the record sales results reveal the strength of New Zealand’s interactive gaming market, particularly compared to overseas markets that have seen smaller or negative growth figures due to last year’s turbulent economic climate.

“New Zealand’s interactive gaming industry continues to buck global trends and achieve steady growth in sales despite last year’s tough economic climate.  Video games have joined mainstream entertainment as a popular pastime that involves the entire family,” said Mr Goodacre.

Hardware sales increased by 13.51% per cent from last year and software sales remain steady with 1.132 million units sold in 2009 compared to 1.075 million units sold in 2008.

Sales for gaming peripherals also experienced an increase of 37%, which is no surprise considering the sheer number of households in the country that now own gaming consoles.

“Despite the economic challenges of the last 12 months, interactive gaming has proven to offer families good value entertainment.  We expect that in 2010 the industry will continue to maintain its steady sales performance as playing video games becomes as popular as watching television or surfing the net,” said Mr Goodacre.

Ends –

About ISANZ:

Interactive Software Association of New Zealand is a trade body designed to represent and encourage the growth and development of the software industry throughout New Zealand. The Association is made up of eight members, Total Interactive, Microsoft, Sony, Electronic Arts, Mad Man, Monarco Corp, Atari and Take Two.

Contact details:

For further information please contact:

Bob Glancy –; 021 612 920

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