Video games industry widens market measurement ability
New Zealand – 9 February 2012 – The Interactive Games & Entertainment Association (iGEA), New Zealand’s interactive games industry body, with its independent market research group NPD, are pleased to announce that their retail measurement has captured close to 100% of NZ’s video and computer game retail data for the first time. The latest data from NPD Group, which includes all revenue generated from console hardware, games software and gaming peripherals sold through retail indicates a staggering $179.6 million generated in the 2011 period. However, this data excludes sales from online retail, downloadable content, online games subscriptions, in-game micro-transactions and mobile games. iGEA’s New Zealand Director Mark Goodacre says the growing popularity of digital games isn’t telling in the latest results.
“As people increasingly consume interactive entertainment through mobile devices and online, it’s becoming more difficult to collect sales data through a single source. Looking at the latest Digital New Zealand[i] report, we see that Kiwi gamers are almost buying equally through online stores and local retailers,” said Goodacre. Digital New Zealand found 24 per cent of Kiwi gamers buy games new from a download store and 14 per cent buy boxed games new from an online store, with 37 per cent buying purchased box games from a local retailer.
PriceWaterHouseCooper’s[ii] latest report echoes the growing trend towards digital games with revenue for online games expected to increase by 12.5 per cent to $13 million in 2015 and mobile games predicted to rise by 10.5 per cent to $99 million in the same period.
Mark Goodcare commented, “There is a lot of research pointing towards a buoyant interactive games industry. The global success of games such as Call of Duty 3: Modern Warfare 3 which became the fastest entertainment property to hit the $1 billion milestone globally, eclipsing the previous record set in 2009 by the film Avatar, is just one example of this.”
Stephen Knightly, Chairperson of NZ Game Developers Association, says the growth of digitally distributed games is an export opportunity for New Zealand businesses.
“New Zealand is already a net exporter of digital games. Local game studios selling our games over the internet and smartphone App stores earn more than Kiwi gamers spend playing digital and online games. Online, social and mobile games have been the fastest growing parts of the games industry in recent years and they’re also the kinds of games that Kiwis are good at making.”
Key statistics from NPD Group Australia:
- The top 20 software sales featured shooter games, role playing games, Rugby games, sports games, Timecards and Points cards as well as Dance games.
- The most popular genre are shooter and action (both at 19 per cent) followed by family games (10 per cent) and racing (10%)
NPD data in 2011 was measured against 52 weeks compared to 52 weeks in 2010.
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 www.igea.net.
Media spokespeople available:
- For interviews with Mark Goodacre, contact Corrie McLeod Espresso Communications (+61 419 526 848)
- For interviews with Stephen Knightly, NZGDA, phone +64 274 438 125.
Digital New Zealand is based on a national survey of 846 households and 2428 people in July 2011 using the Nielsen Your Voice Panel and conducted by Bond University, http://igea.wpengine.com/2011/10/digital-new-zealand-2012-dnz12/
[ii]PriceWaterhouseCooper’s New Zealand Entertainment & Media Outlook 2011 – 2015 http://www.pwc.co.nz/publications/new-zealand-entertainment-and-media-outlook-2011-2/