Don’t think you’re a typical gamer? Think again!


For immediate release

Tuesday, 25th October


Don’t think you’re a typical gamer?  Think again! 

New Research Uncovers New Zealand’s Appetite for Video Games

New research into how Kiwi’s are playing video games has found nine out of ten households own a device for playing games and nearly four in five parents with children (aged 18 and under) play computer and video games.

In households that play computer or video games, 38 per cent use a mobile phone and 9 per cent use a tablet computer to play games.  A further 51 per cent of gaming households own a traditional game console.

The 2nd report in a series conducted by Bond University, Digital New Zealand 2012 is based on a random sample of over 800 New Zealand households and provides data on video and computer game use and attitudes, as well as the broader consumption of digital media.

Dr Jeff Brand, Associate Professor at Bond University and author of the report, says a key difference between the 2012 and 2011 reports is the explosion in mobile gaming.  “Over the last year, we’ve seen a growing pattern of ‘snack gaming’ with more Kiwis using their smartphones and tablet computers to play video games.  When people are traveling to work or trying to fill in that little bit of time between appointments they’re turning on their mobile devices to ‘snack’ on a video game.”

“Research shows video games are no longer the domain of the traditional stereotype of a teenage boy with the average Kiwi gamer 33  years old and one in five gamers playing social network games.  Game playing habits are also moderate with the majority of people playing for up to an hour at a time daily or every other day,” said Dr Brand.

37 per cent of Kiwi gamers buy games traditionally from a local retailer whilst 24 per cent buy games new from a download store (such as PlayStation Network or Xbox Live) and 14 per cent buy games from an online store.

Mark Goodacre, Director of Interactive Games & Entertainment Australia (iGEA) adds, “Kiwi gamers are growing up and they’re parents and even grandparents.  Research shows that 41 per cent of people aged over 50 now play video games and a quarter of gamers have been playing for more than two decades. Video games are definitely on for young and old!”

Other key findings of the report include:

  • 47 per cent of gamers are females
  • The average adult gamer has been playing for 12 years.
  • 58 per cent of gamers play either daily or every other day.
  • 92 per cent of parents who play computer games themselves use them to help educate their children.
  • Action games was the most popular gaming genre in 2010, followed closely by family games according to the NPD Group Australia research
  • One in four gamers say they would either be “motivated” or “very motivated” to sign up to a faster broadband service for game downloads and online play.
  • The NZ games industry is forecast to reach $192 million by 2015, a compound annual growth rate of 6.9 per cent according to the PricewaterhouseCoopers report, New Zealand Entertainment & Media Outlook, 2011 – 2015


Ends –


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).


For more information, please visit:

For media interviews, please

Corrie McLeod

Espresso Communications

Mob: +61 419 526 848




Grace Gabriel

Espresso Communications

Mob: + 61 431 528 127



*Digital New Zealand is based on a national survey of 846 households and 2428 people living in them in July 2011 using the Nielsen Your Voice Panel and conducted by Bond University.

IGEA Proudly Owns and Runs

IGEA Policies

Send this to a friend
Hi, I thought this article might interest you: Don’t think you're a typical gamer? Think again!