美国游戏业的神话与现实

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1、MythsandTruthsaboutU.S.Gamers蔡元喆MichaelCaiVicePresidentofResearch,VideoGames1Today’sAgenda•OverviewofU.S.GamingMarket•ProfilingU.S.Gamers•ConsoleGaming•PCGaming•OnlineGamingandMMOGs•NewGamingPlatforms:SocialandMobile2AFewWordsaboutInterpretConsultativeapproachConsul

2、tativeapproachGl/combiningcombiningaamicmethodologicalmethodologicalbreadthbreadthtresaDeVandcategoryandcategorydepthdepthhDTCategoryMobileDepthAdvertisinglTHDeigtaiachomitigidnealDeolo/Mgy3OurClientsVideoGamesMobile/ConsumerDigitalMediaElectronicsDigitalHome/Techno

3、logyTheatrical/DVDAdvertising/MediaPlanningCPG4WhyThisTopic?5U.S.U.S.VideoVideoGameGameMarketMarketOverviewOverview6BigMarketyearsyears90%+90%+agoago557DiverseAudienceMoreMoreththanan125125millionmillionactiveactivegamers,gamers,57%57%ofof1212‐‐6565128128milmilTwoth

4、irdsare18-44yearolds.Twothirdsare18-44yearolds.GamersGamersskewskewmalemale,,butbutaasignificantsignificantnumbenumberrofoffemalesfemalesareareenengagedgagedwithwiththethemedium.medium.OneOneininthreethreegamersgamersareareparents,parents,andand81%81%ofofthemthemhav

5、ehavechildrenchildrenwhowhoalsoalsoplayplaygames.games.34%34%8Source:InterpretNewMediaMeasureU.S.vs.China9AudienceExpansionGamersNon‐Gamers10Source:InterpretNewMediaMeasureFourKeyDrivers11DeviceDeviceOwnershipOwnershipandandGenreGenrePreferencePreference12AccesstoGa

6、mingDevicesQ12010DataPersonalcomputer(PC)usedforplayingvideogamesNintendoWiiSonyPlayStation2(PS2)MicrosoftXbox360SonyPlayStation3(PS3/PS3Slim)MicrosoftXboxBase:amongTotalU.S.ConsumersQ517.Whichofthefollowingsystemsforplayingvideogamesdoyoucurrentlyown?Checkallthatap

7、ply.13Cross‐DeviceUsage19%14%ActivelyUseaGamingPC42%43%8%ActivelyUseaCurrent‐2%GenConsole9%73%6%ActivelyUseaHandheld(DSorPSP)25%33%33%ofofgamersgamersactivelyactivelyuseusemultiplemultiplegaminggamingdevices.devices.Base:amongTotalU.S.Gamers14Source:InterpretNewMedi

8、aMeasureDeviceandGenreFirst-PersonShootersAction-AdventureGamesCasualGamesFirst-PersonShootersCasualGamesAction-AdventureGamesTraditionalS