New Zealand’s Video and Computer Game Sales Record $158 Million


New Zealand’s Video and Computer Game Sales Record $158 Million

New Zealand – 9 February 2011 – New Zealand’s interactive games and entertainment industry has recorded sales of approximately $158 million for the 2010 calendar year, a 7 per cent decline from the corresponding 2009 period.

The data compiled by independent market research group GfK Retail and Technology Australia includes all sales from hardware, gaming peripherals and traditionally boxed software sold through retail outlets, yet excludes revenue generated from online retail sales, downloadable content, online games subscriptions and games delivered to mobile devices.

Sales for gaming peripherals increased by 11 per cent compared to 2009 however sales for gaming consoles declined by 7 per cent and console game sales dipped by 10 per cent.

Despite the slowdown in sales, New Zealand’s interactive and entertainment industry fared better to Australia’s market which dipped by 16 per cent compared to 2009 recording sales of approximately $1.7 billion.

Mark Goodacre, Director of the Interactive Games & Entertainment Industry (iGEA) in New Zealand, says the country’s video and computer games industry continues to hold its own compared to overseas markets despite the slowdown in sales.

“Unlike other international markets which have taken a large hit due to the global economic crisis, New Zealand’s video and computer games market remains buoyant.  Video and computer game technology continues to advance in leaps and bounds, and 88.5 per cent of New Zealand households are playing with games[i].  The slowdown we’re seeing in sales is caused by global market conditions which have caught up to the industry,” said Goodacre.

‘Action Games’ replaced ‘Family Games’ as the best-selling genre for 2010 comprising 19 per cent of all sales.  ‘Family Games’ and ‘Shooter Games’ tied second place at 16 per cent of all sales.

“We’ve received anecdotal feedback that highlights the demand for online subscriptions, digital downloads and mobile games however unlike traditional sales, it’s challenging to collect these figures through a single source.”

“As the industry continues to evolve in 2011, we’ll  keep seeing consumers invest in a wide range of interactive entertainment offerings ensuring the ongoing success of New Zealand’s market,” said Goodacre.

GfK data in 2010 was measured against 52 weeks compared to 53 weeks in 2009.

About the iGEA

The Interactive Gaming & Entertainment Association proactively represents companies that publish, market and/or distribute interactive games and entertainment content.  The iGEA aims to further advance the industry and the business interests of its members through informing and fostering relationships with the public, the business community, government and other industry stakeholders.  The iGEA is administered by a Board of Directors and supported by the CEO, Ron Curry.  The iGEA was formerly known as the Interactive Entertainment Association of Australia (IEAA).

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[i] Interactive New Zealand 2010 research is conducted by Bond University based on a national random sample of 1,202 households.

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