reports on a few game truths


Matt Greenop of the has written a great article about the misconception around gamers – referencing our INZ10 report.  To read the story, click here

Dr Jeff Brand discusses INZ10 on TVNZ


Tuesday 17 August 2010, Dr Jeff Brand appears on Breakfast TVNZ discussing some of the key results from the INZ10 report.

To watch the report, click here

Still Playing Games at 33 – Don’t Feel Guilty!


Still playing video games at 33?  Don’t feel guilty!

New research reveals the average age of a New Zealand gamer is 33

Auckland, New Zealand – 17 August, 2010 – A new research paper into New Zealand’s video and computer game sector has found that the average age of players is 33 years old and 88.5 per cent of all New Zealand households have a device for playing computer games.

The Interactive New Zealand 2010 (INZ10) report conducted on behalf of the Interactive Games & Entertainment Association (iGEA) by Bond University is the most comprehensive study of its kind to be undertaken in New Zealand.

Dr Jeffrey Brand, Head of the Centre for New Media Research at Bond University says that while New Zealand is largely consistent with other countries within the Oceania region, it is the first country to record 100 per cent in the number of households with children under the age of 18 with a computer game playing device.

“The research indicates that every New Zealand household with children has a device for playing games, and this really tells us that video games are ubiquitous in 2010. It’s also fascinating to note that despite this figure, 78 per cent of gamers are in fact over the age of 18 and have been playing on average for 12 years,” says Dr Brand.


Interactive New Zealand 2010 (INZ10)


This research report was launched in New Zealand on Tuesday 17 August 2010.  It provides data on who is playing games in New Zealand.  It documents game play behaviours, the importance of games in teh family, the rold of onlince access in game purchasing and play, and how gamers compare with non-gamers on key demographics and attitudes towards games.

INZ10 Full Report

INZ10 Key Highlights Summary

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