Video Games and Consoles - UK - September 2013

Video Games and
Consoles - UK,
September 2013
Published by IMPORTANT WARNING
Mintel Group Ltd
1. Mintel Group Limited ("Mintel") is the legal owner of the copyright
11 Pilgrim Street subsisting in this report. Any use and/or copying of such documents
London EC4V 6RN and materials which is not in accordance with Mintel's standard Terms
tel: 020 7606 4533 and Conditions (available at www.mintel.com/terms) or these
fax: 020 7606 5932 Conditions of Use is unauthorised. Any unauthorised use may give rise
to Mintel bringing proceedings for copyright infringement against you
Sales hotline: +44 (0)20 7606 6000 claiming an injunction, damages and costs. No purchase order issued
by the original subscriber (“Licensee”) will modify or amend these
standard Terms and Conditions, even where the purchase order is
email: info@mintel.com signed by Mintel.
© Mintel Group Limited. All rights reserved. 2. The purchase, use or reading of any Mintel report that contains
Statistics in this report are the latest available at the time of SymphonyIRI Group (IRI) InfoScan data by (or disclosure to) a Non-
research Participating Retailer or its employees (or agents/professional advisors
working on its account) is prohibited. A Non-Participating Retailer is a
retailer and its subsidiaries each as defined by IRI, where it, or one of
NOTE: This publication is issued as a series of reports. Each its associated companies, has declined to participate in IRI’s InfoScan
report is a complete work in itself, which is available information service by not providing its data to IRI. A current written
separately or as part of a subscription list of Non-Participating Retailers and subsidiaries (as notified to Mintel
by IRI) is available from Mintel at any time, or as linked through the
latest set of terms and conditions as displayed continuously on
www.mintel.com Mintel’s website at http://www.mintel.com/terms. The Non-
Participating Retailers as at May 24, 2010 are Walmart, Sam’s Club,
Costco, Lidl, and Aldi.
3. Unless otherwise agreed in writing in advance by Mintel, this

document may not be sold, passed on, communicated or disseminated
in any form (including within its original covers), nor access granted,
to any third party or to any subsidiary, associated or holding company
(whether direct or indirect) of the Licensee.
4. The Licensee acknowledges that all information and materials

contained in this report are the copyright property and confidential
information of Mintel, and are protected, inter alia, by the Copyright,
Designs and Patents Act 1988 and other intellectual property rights
and by these Terms and Conditions, and that no rights in any of the
materials are transferred to the Licensee. The Licensee undertakes
that it will not copy, reproduce, print or store in any manner
(electronic or otherwise), extract or transmit in any form or otherwise
deal with in any way the whole or part of the data, materials or
information contained in this report.
5. The Licensee (or any subsequent user, whether licensed or

unlicensed who reads this report) agrees it will not place financial
reliance upon any figure, statement or inference contained within this
or any other Mintel report, or invite investment from others, without
first obtaining the written consent of Mintel's Company Secretary so to
do. In the event that the Licensee (or any subsequent user, whether
licensed or unlicensed) does not follow this procedure, it (or any
subsequent user) agrees fully and effectually to indemnify Mintel
against any claims, howsoever arising, and to draw specific attention
to the fact that this consent has not been obtained.
Table of Contents Video Games and Consoles
UK, September 2013
INTRODUCTION ..................................................................................................................................... 1
Definitions ....................................................................................................................................... 1
Abbreviations .................................................................................................................................. 2
EXECUTIVE SUMMARY ......................................................................................................................... 3
The market ...................................................................................................................................... 3
Figure 1: Forecast value of video game and console sales, 2008-18 ................................................................. 3
Market factors ................................................................................................................................. 4
Raft of micro-consoles set to launch, but unlikely to impact industry .................................................................. 4
Wii U fails to gain traction ................................................................................................................................... 4
Electronic Arts abolishes Online Pass blocking second-hand gamers from online environments ....................... 4
Companies, brands and innovation ................................................................................................ 5
Figure 2: Total fixed and portable console volume sales, by console, 2012 ........................................................ 5
Figure 3: Top 30 bestselling video game unit sales, by publisher, 2012 ............................................................. 6
The consumer ................................................................................................................................. 7
What type of gamers are consumers? ................................................................................................................ 7
Figure 4: Type of gamer consumers categorise themselves as, July 2013 ......................................................... 7
Console Ownership and Intention to Purchase ................................................................................................... 8
Figure 5: Ownership and intention to purchase consoles by consumers, July 2013 ........................................... 8
Interest in purchasing next-generation consoles ................................................................................................. 9
Figure 6: Consumers’ interest in purchasing next-generation consoles, July 2013 ............................................. 9
Importance of features when buying a console ................................................................................................. 10
Figure 7: Importance of features for consumers purchasing a new console, July 2013 .................................... 10
Main users and the influence of children........................................................................................................... 11
Figure 8: Main user of future consoles in the household, July 2013 .................................................................. 11
Figure 9: Influence of children on the choice of consumers’ next console, July 2013 ....................................... 12
What we think................................................................................................................................ 12
ISSUES IN THE MARKET .................................................................................................................... 13
Will Nintendo be able to revitalise sales of the Wii U? ................................................................. 13
Will early criticism of the Xbox One see the PS4 steal a march in 2013? .................................... 14
What is the future of handheld consoles? ..................................................................................... 15
Is Freemium gaming the future? ................................................................................................... 16
TREND APPLICATION ......................................................................................................................... 17
Trend: Many Mes .......................................................................................................................... 17
Trend: Decline of Deference ......................................................................................................... 17
Mintel Futures: Old Gold ............................................................................................................... 18
MARKET DRIVERS .............................................................................................................................. 19
Key points ..................................................................................................................................... 19
New console competitors failing to make a splash ....................................................................... 19
Xbox One drops unpopular restrictions ........................................................................................ 20
Microsoft may alienate casual players with price and privacy concerns ...................................... 21
EA – pioneer of online passes – abandons system ...................................................................... 21
Figure 10: EA digital revenue, by type, Q1 2012-Q1 2014 (May-June) ............................................................. 22
Handhelds struggle to gain purchase ........................................................................................... 23
Wii U still losing money for Nintendo ............................................................................................ 23
Freemium revenue for apps surpasses dedicated game purchases ............................................ 25
WHO’S INNOVATING? ......................................................................................................................... 27
Key points ..................................................................................................................................... 27
Rift Drifter puts players on trial...................................................................................................... 27
SingStar becomes free to play after low sales .............................................................................. 27
Skylander: Swap Force brings physical characters to digital world .............................................. 27
Disney gears up to release biggest ever game experience .......................................................... 28
MARKET SIZE AND FORECAST ......................................................................................................... 29
© Mintel Group Ltd. All rights reserved. i

UK, September 2013
Key points ..................................................................................................................................... 29

Market ........................................................................................................................................... 29
Figure 11: Value of UK video game and console sales, 2008-18 ...................................................................... 29
Figure 12: Value of video game sales, 2008-18 ................................................................................................ 30
Figure 13: Value of console sales, 2008-18 ...................................................................................................... 30
Forecasts ...................................................................................................................................... 30
Figure 14: Forecast value of video game and console sales, 2008-18 ............................................................. 32
Figure 15: Forecast value of console sales, 2008-18 ........................................................................................ 32
Figure 16: Forecast value of video game sales, 2008-18.................................................................................. 33
MARKET SHARE AND SEGMENTATION ........................................................................................... 35

Key points ..................................................................................................................................... 35
Console volume sales down almost a third in a year ................................................................... 35
Figure 17: Total UK console volume sales, 2011-12 and lifetime...................................................................... 35
Figure 18: Total UK console volume sales, by console, 2012 ........................................................................... 36
Figure 19: European PS3, Xbox 360 and Wii volume sales, 2012 .................................................................... 36
Xbox 360 took half of all fixed sales in UK in 2012 ....................................................................... 37
Figure 20: Total UK fixed console volume sales, by console, 2012 and lifetime ............................................... 37
DS remains much more popular lifetime console ......................................................................... 38
Figure 21: Total UK portable console volume sales, by console, 2012 and lifetime .......................................... 38
Shooters and action games take the top spots............................................................................. 40
Figure 22: Top 30 bestselling games, by platform, genre and sales, 2012 ....................................................... 40
Figure 23: Platform share of top 30 bestselling video game unit sales, 2012 .................................................... 41
EA takes the majority of sales, though Activision has bigger hits................................................. 42
Figure 24: Publisher share of top 30 bestselling video game unit sales, 2012 .................................................. 42
Figure 25: Publisher share of top 30 bestselling video game titles, by number of titles released, 2012 ............ 43
COMPANIES AND PRODUCTS ........................................................................................................... 44
Activision Blizzard, Inc. ................................................................................................................. 44
Background ...................................................................................................................................................... 44
Financial performance and strategy .................................................................................................................. 45
Figure 26: Financial performance of Activision Blizzard, Inc., 2011 and 2012 .................................................. 45
Electronic Arts Inc ......................................................................................................................... 46
Background ...................................................................................................................................................... 46
Figure 27: Financial performance of Electronic Arts Inc., 2012 and 2013 ......................................................... 47
Microsoft Corporation .................................................................................................................... 47
Background ...................................................................................................................................................... 47
Figure 28: Financial performance of Microsoft Corporation, 2011 and 2012 ..................................................... 48
Nintendo Co., Ltd .......................................................................................................................... 49
Background ...................................................................................................................................................... 49
Figure 29: Financial performance of Nintendo Co., Ltd., 2012 and 2013 .......................................................... 49
Sony Corporation .......................................................................................................................... 50
Background ...................................................................................................................................................... 50
Figure 30: Financial performance of Sony Corporation, 2012 and 2013 ........................................................... 51
Ubisoft Entertainment SA.............................................................................................................. 51
Background ...................................................................................................................................................... 51
Figure 31: Financial performance of Ubisoft Entertainment, 2012 and 2013 ..................................................... 52
BRAND COMMUNICATION AND PROMOTION ................................................................................. 53

Key points ..................................................................................................................................... 53
Games software takes the majority of adspend ............................................................................ 53
Figure 32: Video game and console topline category adspend, by media, 2012 .............................................. 53
Figure 33: Press-based adspend, by company, 2012 ....................................................................................... 54
Game console adspend set to explode over 2014 ....................................................................... 54
Figure 34: Video game and console detailed category adspend, 2009-12 ........................................................ 54
Figure 35: Console and game adspend, 2009-12 ............................................................................................. 55
WHAT TYPE OF GAMERS ARE CONSUMERS? ............................................................................... 56
© Mintel Group Ltd. All rights reserved. ii

UK, September 2013
Key points ..................................................................................................................................... 56

Six in ten are gamers .................................................................................................................... 56
Figure 36: Type of gamer consumers categorise themselves as, July 2013 ..................................................... 56
Figure 37: Consumers who identify themselves as gamers, by gamer type, July 2013 .................................... 57
16-24s most likely to be hardcore gamers .................................................................................... 58
Figure 38: Type of gamer consumers categorise themselves as, by age, July 2013 ........................................ 58
Men are still the primary audience ................................................................................................ 60
Figure 39: Type of gamer consumers categorise themselves as, by gender, July 2013 ................................... 60
CONSOLE OWNERSHIP AND INTENTION TO PURCHASE ............................................................. 62
Key points ..................................................................................................................................... 62
Wii still the most widely owned console in the UK ........................................................................ 62
Figure 40: Ownership and intention to purchase consoles by consumers, July 2013 ....................................... 62
Xbox 360 maintains lead over PS3 ............................................................................................... 63
Figure 41: Consumer ownership of consoles, September 2013 ........................................................................ 63
Wii U owners likely still buying for children ................................................................................... 64
Figure 42: Ownership of Wii U, by age of children present in the household, September 2013 ........................ 64
Kinect favoured mainly by the young ............................................................................................ 65
Figure 43: Ownership of PlayStation Move and Xbox Kinect, by age, June 2013 ............................................. 65
Figure 44: Ownership of the Xbox Kinect and PlayStation Move accessories by Xbox 360 and PlayStation 3
owners, September 2013.................................................................................................................................. 66
INTEREST IN PURCHASING NEXT-GENERATION CONSOLES ...................................................... 67

Key points ..................................................................................................................................... 67
PlayStation 4 slightly more popular than Xbox One ..................................................................... 67
Figure 45: Consumers’ interest in purchasing next-generation consoles, July 2013 ......................................... 67
Male lead diminishes for those considering purchase .................................................................. 68
Figure 46: Consumer intentions of purchasing next-generation consoles, by gender, July 2013 ...................... 68
25-34s more enthused about the PlayStation 4............................................................................ 70
Figure 47: Consumer intentions of purchasing next-generation consoles, by age, July 2013 ........................... 70
Almost half of all Xbox One buyers will also get the PlayStation 4............................................... 71
Figure 48: Intentions to purchase an Xbox One, by intentions to purchase a PlayStation 4, July 2013 ............ 71
Figure 49: Intentions to purchase a PlayStation 4, by intentions to purchase an Xbox One, July 2013 ............ 72
Hardcore and regular players favour PlayStation 4 ...................................................................... 73
Figure 50: Interest in purchasing next-generation consoles, by gamer type, July 2013 .................................... 73
IMPORTANCE OF FEATURES WHEN BUYING A CONSOLE .......................................................... 75

Key points ..................................................................................................................................... 75
No restrictions on used games the most important feature for gamers ........................................ 75
Figure 51: Importance of features for consumers purchasing a new console, July 2013 .................................. 75
Publishers may benefit from actively advertising the end of play-passes .................................... 77
Being able to share content least important factor ....................................................................... 77
Presence of children most likely to impact on importance of video sharing ................................. 78
Figure 52: Percentage point increase in ‘Any importance’ response from consumers with children in the
household over consumers without children in the household, July 2013 ......................................................... 78
Xbox One buyers have a broader spectrum of interests .............................................................. 79
Figure 53: Importance of new features when buying a console, by consumers who will definitely purchase
a PlayStation 4, July 2013 ................................................................................................................................ 79
Figure 54: Importance of new features when buying a console, by consumers who will definitely purchase
an Xbox One, July 2013 ................................................................................................................................... 80
Regular players most enticed by streaming services and Kinect control ..................................... 81
Figure 55: Importance of new features when buying a console, by gamer type, July 2013 ............................... 81
MAIN USERS AND THE INFLUENCE OF CHILDREN ........................................................................ 83

Key points ..................................................................................................................................... 83
Four in ten would be the main users of any new console purchased ........................................... 83
Figure 56: Main user of future consoles in the household, July 2013 ................................................................ 83
Traditional gender lines maintained .............................................................................................. 83
Figure 57: Main user of future consoles in the household, by gender, July 2013 .............................................. 84
Older consumers remain the primary gamers .............................................................................. 84
Figure 58: Main user of future consoles in the household, by age, July 2013 ................................................... 85
© Mintel Group Ltd. All rights reserved. iii

UK, September 2013
Those with children in the home more likely to buy for children ................................................... 85
Figure 59: Main user of future consoles in the household, by presence and age of children in the
household, July 2013 ........................................................................................................................................ 86
Children make the final decision for 15% of parents .................................................................... 86
Figure 60: Influence of children on the choice of consumers’ next console, July 2013 ..................................... 86
Figure 61: Influence of children on the choice of consumers’ next console, by age of parent, July 2013 .......... 87
16 the age where children are given autonomy ............................................................................ 88
Figure 62: Influence of children on the choice of consumers’ next console, by age of children in the
household, July 2013 ........................................................................................................................................ 88
APPENDIX – WHAT TYPES OF GAMERS ARE CONSUMERS? ...................................................... 90

Figure 63: Type of gamer consumers categorise themselves as, July 2013 ..................................................... 90
Figure 64: Type of gamer consumers categorise themselves as, by demographics, July 2013 ........................ 90
APPENDIX – CONSOLE OWNERSHIP AND INTENTION TO PURCHASE ...................................... 93

Figure 65: Consumer console ownership, September 2013 ............................................................................. 93
Figure 66: Consumer console ownership, by most popular consoles owned by consumers, September
2013 ................................................................................................................................................................. 94
Figure 67: Consumer console ownership, by next most popular consoles owned by consumers,
September 2013 ............................................................................................................................................... 96
Figure 68: Consumer console ownership, by most popular consoles do not own but plan to buy in the next
six months, September 2013 ............................................................................................................................ 98
Figure 69: Consumer console ownership, by next most popular consoles consumers do not own but plan
to buy in the next six months, September 2013 .............................................................................................. 100
Figure 70: Consumer console ownership, by most popular console consumers neither own nor plan to buy
in the next six months, September 2013 ......................................................................................................... 102
Figure 71: Consumer console ownership, by next most popular console consumers neither own nor plan
to buy in the next six months, September 2013 .............................................................................................. 104
Figure 72: Consumer console ownership, by least popular console consumers neither own nor plan to buy
in the next six months, September 2013 ......................................................................................................... 106
Figure 73: Most popular consoles currently owned by consumers, by demographics, September 2013 ......... 108
Figure 74: Next most popular consoles currently owned by consumers, by demographics, September
2013 ............................................................................................................................................................... 110
Figure 75: Least popular consoles currently owned by consumers, by demographics, September 2013 ........ 112
Figure 76: Most popular console consumers do not own but plan to buy in the next six months, by
demographics, September 2013 ..................................................................................................................... 114
Figure 77: Next most popular console consumers do not own but plan to buy in the next six months, by
Figure 78: Least popular console consumers do not own but plan to buy in the next six months, by
Figure 79: Most popular console consumers neither own nor plan to buy in the next six months, by
Figure 80: Next most popular console consumers neither own nor plan to buy in the next six months, by
Figure 81: Least popular console consumers neither own nor plan to buy in the next six months, by
APPENDIX – INTEREST IN PURCHASING NEXT-GENERATION CONSOLES ............................. 126

Figure 82: Consumer interest in purchasing next-generation consoles, July 2013.......................................... 126
Figure 83: Consumer interest in purchasing next-generation consoles, by type of gamer consumers
categorise themselves as, July 2013 .............................................................................................................. 126
Figure 84: Consumer interest in purchasing next-generation consoles, by consumer interest in purchasing
next-generation consoles – Sony PlayStation, July 2013................................................................................ 127
Figure 85: Consumer interest in purchasing next-generation consoles, by consumer interest in purchasing
next-generation consoles – Microsoft Xbox One, July 2013 ........................................................................... 127
Figure 86: Consumer interest in purchasing next-generation consoles – Sony PlayStation, by
demographics, July 2013 ................................................................................................................................ 128
Figure 87: Consumer interest in purchasing next-generation consoles, – Microsoft Xbox One, by
demographics, July 2013 ................................................................................................................................ 130
APPENDIX – IMPORTANCE OF FEATURES WHEN BUYING A CONSOLE .................................. 132

Figure 88: Desirability of features for consumers, July 2013 ........................................................................... 132
Figure 89: Importance of being able to control the console through voice or gestures rather than with a
controller as a feature in new consoles, July 2013 .......................................................................................... 133
© Mintel Group Ltd. All rights reserved. iv

UK, September 2013
Figure 90: Importance of being able to play games through voice or gesture rather than with a controller
as a feature in new consoles, July 2013 ......................................................................................................... 135
Figure 91: Importance of being able to link a second device to the console to show extra information as a
feature in new consoles, July 2013 ................................................................................................................. 137
Figure 92: Importance of the ability to share clips of your gameplay with others from the console as a
Figure 93: Importance of no restrictions on playing second-hand games on the console as a feature in
new consoles, July 2013................................................................................................................................. 142
Figure 94: Importance of the console can link with computers in the house to play videos and music from
them as a feature in new consoles, July 2013 ................................................................................................ 144
Figure 95: Importance of online music streaming services can be accessed through the console as a
Figure 96: Importance of online video streaming services can be accessed through the console as a
Figure 97: Importance of independent games can be played on the console as a feature in new consoles,
July 2013 ........................................................................................................................................................ 151
Figure 98: Importance of games that exist digitally on the console can be lent to friends as a feature in
new consoles, July 2013................................................................................................................................. 154
Figure 99: Importance of free online multiplayer as a feature in new consoles, July 2013 .............................. 156
Figure 100: Importance of the ability to play games without an internet connection as a feature in new
consoles, July 2013 ........................................................................................................................................ 158
Figure 101: Desirability of features for consumers, by type of gamer consumers categorise themselves as,
July 2013 ........................................................................................................................................................ 160
Figure 102: Importance of being able to control the console through voice or gestures rather than with a
controller as a feature in new consoles, by demographics, July 2013 ............................................................. 163
Figure 103: Importance of being able to play games through voice or gesture rather than with a controller
as a feature in new consoles, by demographics, July 2013 ............................................................................ 165
Figure 104: Importance of being able to link a second device to the console to show extra information as a
feature in new consoles, by demographics, July 2013 .................................................................................... 168
Figure 105: Importance of the ability to share clips of your gameplay with others from the console as a
Figure 106: Importance of no restrictions on playing second-hand games on the console as a feature in
new consoles, by demographics, July 2013 .................................................................................................... 173
Figure 107: Importance of the console can link with computers in the house to play videos and music
from them as a feature in new consoles, by demographics, July 2013 ........................................................... 175
Figure 108: Importance of online music streaming services can be accessed through the console as a
Figure 109: Importance of online video streaming services can be accessed through the console as a
Figure 110: Importance of independent games can be played on the console as a feature in new consoles,
by demographics, July 2013 ........................................................................................................................... 183
Figure 111: Importance of games that exist digitally on the console can be lent to friends as a feature in
new consoles, by demographics, July 2013 .................................................................................................... 185
Figure 112: Importance of free online multiplayer as a feature in new consoles, by demographics, July
2013 ............................................................................................................................................................... 188
Figure 113: Importance of the ability to play games without an internet connection as a feature in new
consoles, by demographics, July 2013 ........................................................................................................... 190
APPENDIX – MAIN USERS AND THE INFLUENCE OF CHILDREN ............................................... 193
Figure 114: Main future user of any new console in the home, July 2013 ....................................................... 193
Figure 115: Interest in next-generation consoles, by main future user of any new console in the home, July
2013 ............................................................................................................................................................... 193
Figure 116: Main future user of any new console in the home, by demographics, July 2013 .......................... 194
Figure 117: Influence of children on the console buying process, July 2013 ................................................... 196
Figure 118: Interest in next-generation consoles, by influence of children on the console buying process,
July 2013 ........................................................................................................................................................ 197
Figure 119: Desirability of features for consumers, by influence of children on the console buying process,
July 2013 ........................................................................................................................................................ 198
Figure 120: Influence of children on the console buying process, by desirability of features for consumers –
Being able to control the console through voice or gestures rather than with a controller, July 2013 .............. 200
Being able to play games through voice or gesture, rather than with a controller, July 2013 .......................... 200
Being able to link a second device to the console to show extra information, July 2013 ................................. 201
The ability to share clips of your gameplay with others from the console, July 2013 ....................................... 201
© Mintel Group Ltd. All rights reserved. v

UK, September 2013
No restrictions on playing second-hand games on the console, July 2013 ..................................................... 202
The console can link with computers in the house to play videos and music from them, July 2013 ................ 202
Online music streaming services can be accessed through the console, July 2013 ....................................... 203
Online video streaming services can be accessed through the console, July 2013 ........................................ 203
Independent games can be played on the console, July 2013 ........................................................................ 204
Games that exist digitally on the console can be lent to friends, July 2013 ..................................................... 204
Free online multiplayer, July 2013 .................................................................................................................. 204
The ability to play games without an internet connection, July 2013 ............................................................... 205
Figure 132: Influence of children on the console buying process, by demographics, July 2013 ...................... 205
UK RESEARCH METHODOLOGY..................................................................................................... 209

Consumer research .................................................................................................................... 209
Sampling and weighting.................................................................................................................................. 209
Definitions....................................................................................................................................................... 211
Qualitative Research ...................................................................................................................................... 213
Trade research ............................................................................................................................ 213
Informal .......................................................................................................................................................... 213
Formal ............................................................................................................................................................ 213
Desk research ................................................................................................................................................ 213
Statistical Forecasting ................................................................................................................. 214
European Research Methodology .............................................................................................. 216
© Mintel Group Ltd. All rights reserved. vi

Introduction Video Games and Consoles
UK, September 2013
Introduction
It is finally time for the console cycle to refresh itself, after eight years of availability of the Nintendo
Wii, the Xbox 360 and the PlayStation 3. Nintendo’s next-generation offering – the Wii U – has been
available since the end of 2012, and Sony and Microsoft’s respective competitors will be released in
December 2013. Whilst the market is undoubtedly weaker than it was eight years ago thanks to
competition from casual gaming on smartphones and tablets, 2013 and 2014 should still represent a
massive opportunity for developers and manufacturers alike. This report examines what type of gamer
consumers identify themselves as, their current console ownership and intentions to purchase consoles,
the importance of particular features when buying a console, their interest in next-generation consoles
and the influence children in the household have on the purchaser’s choice of next console.
Definitions
This report examines the sale and playing of video games consoles and games.
Consoles are split into two categories: Static and Portable.
Static consoles are those which are plugged into a living room television (or other television in the
home). These include the PlayStation 2, PlayStation 3, Xbox 360, Nintendo Wii and Nintendo Wii U.
It also includes micro-consoles like the Ouya. When released, it will include the PlayStation 4 and the
Xbox One.
Micro-consoles are small consoles designed to play smartphone or tablet games in a static console
environment (eg in a living room, with a television).
Portable consoles can be taken away from the home and used on the move. These include the
PlayStation Vita, the PlayStation Portable (PSP), the Nintendo 3DS and Nintendo Dual Screen (DS)
family, including the DSi and DSXL. Portable consoles are interchangeably referred to as ‘handhelds’
throughout this report.
Video games are defined as any software created explicitly to run on any static or portable console,
except for micro-consoles. They can be disc-based or acquired as a digital download.
Current-generation consoles refers to the PlayStation 2, the PlayStation 3, the Xbox 360 and all
handheld consoles.
Next-Generation consoles refers to the as yet unreleased PlayStation 4 and Xbox One, and the
currently available Wii U.
Market size for this report takes the sale of static consoles, portable consoles and video games in the
UK, into account.
Crown copyright material is reproduced with the permission of the Controller of HMSO and the
Queen’s Printer for Scotland.
© Mintel Group Ltd. All rights reserved. 1

Introduction Video Games and Consoles
UK, September 2013
Abbreviations
APAC Asia Pacific
DLC Downloadable Content
DRM Digital Rights Management
DS Dual Screen
EA Electronic Arts
FIFA Fédération Internationale de Football Association
HD High Definition
MTV Music Television
NFC Near-field Communication
OS Operating System
PC Personal Computer
PS PlayStation
PSP PlayStation Portable
TV Television
UKIE United Kingdom Interactive Entertainment
US United States
VR Virtual Reality
XL Extra Large

Issues in the Market Video Games and Consoles
UK, September 2013
Executive Summary
“The Wii’s sales popularity has declined to a record low, with the poorly performing Wii U
failing to provide a balancing revenue boost for Nintendo. Sony and Microsoft will be hoping
that their next-generation consoles do better on release in December 2013, and strong pre-
order numbers do seem to paint a rosier picture. All is not as well with the handheld market
though; poor portable sales for both Sony and Nintendo were rectified only through drastic
price cuts, which suggest the handheld market has been too badly damaged by casual
smartphone gaming to ever recover to previous levels.”
– Samuel Gee, Technology Analyst
The market
FIGURE 1: FORECAST VALUE OF VIDEO GAME AND CONSOLE SALES, 2008-18
8,000
Best case (£m)
7,433
7,000
6,000
Market value (£m)
5,000
Mintel forecast (£m)
4,540
4,000
3,000 Worst case (£m)

(£m) 2,786
1,774
2,000
Confidence intervals
1,000
95%
90%
00
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 70%
Est. 50%
Actual Forecast
SOURCE: MINTEL
The video game and console market has been in a steady decline since 2008, as the effects of the
recession on consumer spending were felt, alongside an expected industry decline as the current
generation of consoles aged.
The fall was particularly sharp in 2012, when overall market value fell by a fifth, to a total of £1.6
billion. This fall was due to a 30% drop in the value of console sales between 2011 and 2012, and a
17% fall in the value of game software sales.
Broadly, Mintel expects a similar trend to continue into the majority of 2013. For January through to
November, the value of game console sales is expected to drop by a further 40% year on year.
However, a massive surge in December as the next-generation consoles from Microsoft and Sony are
released – alongside a related though smaller rise in the value of video game sales – should return the
market to approximately 13% growth for the year.

UK, September 2013
This growth will continue into 2014. It won’t mimic the explosive 2007/08 gains seen at the release of
the previous generation, as a fragmented market now has casual games played on smartphones and
tablets competing for spend, but it will still be substantial, at 23%.
Mintel's forecast for the video game market is a value of £2,646 million in 2018. This is based on
substantial sales of top franchise games across the PlayStation 4, Xbox One and the Wii U, but with a
market dynamic that starts to favour freemium game releases in the years leading up to 2018.
Market factors
Raft of micro-consoles set to launch, but unlikely to impact industry

A number of micro-consoles – inexpensive living room consoles that play smartphone and tablet
games on televisions – are set to launch over 2013. The primary problem for any micro-console,
though, is that the vast majority of Android games were not designed to be played on a full-size
television screen. However streamlined the interface becomes and however portable or affordable
micro-console hardware and controllers become (with the Ouya available for under £100), without a
dedicated collection of games that are specifically designed to look good when scaled up to a
television (rather than when played on a smartphone screen), this extremely small industry offshoot is
unlikely to gain much traction.
Wii U fails to gain traction
The Wii U has sold particularly badly, with retailer Asda even withdrawing it from stores after a £100
price cut failed to boost sales. Nintendo is likely waiting until the end of Xmas 2013 to see whether an
official more widespread price reduction will be necessary. It is possible the high-momentum release
of a number of popular franchise games towards the end of the year, in conjunction with holiday
season sales, will revitalise the console enough to make a price cut unnecessary. If not, however, one
will probably be announced before the end of Q1 2014. The console already makes a loss for
Nintendo, however, and reducing its price still further will be a last resort for the company.
Electronic Arts abolishes Online Pass blocking second-hand gamers from online
environments
In the quarter ending June 2013, Electronic Arts (EA) earned net revenue of $378 million from the sale
of digital goods, accounting for 50.7% of total quarterly revenue. Of this digital revenue, over half was
from the sale of extra downloadable content (DLC); some $177 million. It is probable that EA now
feels it is increasingly likely to see revenue from gamers making in-game purchases of extra content
(such as character customisations) in multiplayer environments. The May 2013 abandonment of the
Online Pass – which was established in 2011 and forced consumers who purchased second-hand
games to pay EA to be able to go online – will allow more second-hand gamers to access these online
multiplayer environments. This will hopefully result in a more prolonged, more lucrative exposure
from consumers who may otherwise have been prevented from joining the community.

UK, September 2013
Companies, brands and innovation

FIGURE 2: TOTAL FIXED AND PORTABLE CONSOLE VOLUME SALES, BY CONSOLE, 2012
DS Wii U
PSP 3% 2%
3%
PS Vita
7%
Xbox 360
Wii 30%
8%
PS3
23%
3DS
24%
SOURCE: VGCHARTZ/MINTEL
It has been hard for Nintendo to motivate casual gaming owners of the Wii U to purchase another
console, especially without the presence of familiar, big-name franchise releases, as the Wii U
currently lacks. Domination of the Xbox One and PlayStation 4 (PS4) at the end of 2014 in terms of
market share of unit sales should be obvious.
In 2013 the PlayStation 4 is launching with considerably more brand equity than the Xbox One, after
the confused and quickly reversed policies announced by Microsoft, regarding restrictions on the sale
of used games and a requirement that users check in to Microsoft’s servers online at least once every
24 hours in order to play games. Sony’s offering also has the benefit of a lower price, and its lifetime
sales are likely to be much more competitive with the Xbox than the PlayStation 3 has been against the
Xbox 360.

UK, September 2013
FIGURE 3: TOP 30 BESTSELLING VIDEO GAME UNIT SALES, BY PUBLISHER, 2012
Take-Two Capcom
Bethesda Interactive 1%
Softworks 2%
3%
Square Enix
5% Sega
4%
Electronic Arts
Nintendo 27%
8%
Microsoft Game
Studios
12%
Activision
23%
Ubisoft
15%
One of the standout publisher results was for Activision, which published only 10% (three) of the top
30 selling releases in 2012 (Call of Duty: Black Ops II on two platforms, and Call of Duty: Modern
Warfare 3), but which then went on to acquire 23% of the unit sales of the top 30 games, thanks to
those franchises’ massive popularity.
Popular future games may rely on different mechanics to entice the user. In July 2013, Aldin
Dynamics announced the upcoming release of the game Rift Drifter, which will put players ‘on trial’ in
the game, in an environment interacted with almost exclusively by the nodding and shaking of the
user’s head using the upcoming Oculus Rift Virtual Reality (VR) headset.
Skylander: Swap Force will, in October 2013, make external toys a key part of the console experience.
For the first time, consumers will be able to change the configuration of the toys at home, creating
entirely new characters that can be interacted with on-screen and partially determining their own in-
game story as a result.
Sony has been experimenting not with new play mechanics, but with new payment models. The
company made SingStar free to play in October 2012, massively boosting user counts as a result and
monetising by selling extra music and content to highly engaged users. The game had attracted 2
million users in the five-year period it was available before becoming free to play; Sony announced
that in the nine months after the business model had changed it had acquired a further 1.5 million.

UK, September 2013
Similarly, Disney Infinity – a cross-platform game released in September 2013 – is complemented by

two free tablet/smartphone applications. Both allow players to engage for free, but require either in-
app purchases or for players to complete the console game if they want to continue, generating
constant engagement with the franchise.
The consumer
What type of gamers are consumers?
FIGURE 4: TYPE OF GAMER CONSUMERS CATEGORISE THEMSELVES AS, JULY 2013
“Which of the following statements best describes you, when it comes to playing video
games either on static or portable consoles?”
Base: 2,000 internet users aged 16+
9% ‘Hardcore’ gamer, who

plays every day or most
days
Regular gamer, who plays
at least once a week but
38% 19% not every day
Casual or social gamer,
who plays every now and
then
Lapsed gamer, who used
to, but no longer plays
Non-gamer
26%
8%
SOURCE: GMI/MINTEL
Casual gamers, who play every now and then, account for 26% of the UK internet-using population,
but 42% of all UK gamers.
The proportion of over-35s who identify as casual gamers will likely decrease over the years leading
from 2013, with many of the consumers in the group becoming lapsed gamers or non-gamers instead.
Some 46% of women are non-gamers; this could well change with industry efforts to counteract the
obvious dearth of games with female protagonists.

UK, September 2013
Console Ownership and Intention to Purchase
FIGURE 5: OWNERSHIP AND INTENTION TO PURCHASE CONSOLES BY CONSUMERS, JULY 2013
“Which of the following consoles/console accessories do you personally own, and which, if
any, do you plan to buy in the next six months?”
Base: 1,210 internet users aged 16+ who play video games
0% 20% 40% 60% 80% 100%
Consoles
Nintendo Wii 50 6 44
Xbox 360 35 8 57
Nintendo DS series 31 7 62
Sony PlayStation 3 30 8 61
Nintendo Wii U 7 12 81
Ouya -8 92
Other static games console 24 6 70
Handheld
Sony PlayStation Portable (PSP) 15 6 78
Nintendo 3DS 11 9 80
Sony PlayStation Vita 6 8 86
Other portable games console 13 7 80
Accessories
Xbox Kinect 13 10 77
Sony PlayStation Move 7 8 86
Currently Own
Do not own, but plan to buy in the next six months
Neither own nor plan to buy in the next six months
SOURCE: GMI/MINTEL
The Nintendo Wii is the most widely owned console in the UK, with half of all gamers aged 16+
owning one of the models. Some 6% of consumers plan to purchase one in the next six months – half
the proportion who plan to purchase a Wii U.
The Wii U is being bought primarily for young children thus far. Nintendo could possibly boost sales
by highlighting the availability of the ‘pro’ controller, and appealing to more regular or hardcore
gamers.
Some 38% of Xbox 360 owners also own a Microsoft Kinect. This is almost double the proportion of
PlayStation 3 owners who own Sony’s Move controller (17%).

UK, September 2013
Interest in purchasing next-generation consoles
FIGURE 6: CONSUMERS’ INTEREST IN PURCHASING NEXT-GENERATION CONSOLES, JULY 2013
“Thinking about next-generation consoles, which of the following do you think you might
purchase, when they are released / available?”
0% 20% 40% 60% 80% 100%
Sony PlayStation 12 28 60
Microsoft Xbox One 9 24 67
I will definitely buy this console

I might be interested in buying this console
I have no interest in buying this console
SOURCE: GMI/MINTEL
Indications are that the PlayStation 4 will be marginally more popular with consumers than the Xbox
One. Some 12% of consumers intend to purchase the former console, compared to 9% who are
interested in the latter.
Men and the highly engaged 25-34s all favour – to an extent – the PlayStation 4. This quantitative
research was carried out in July, after Microsoft’s public reversal in policy regarding limitations on the
sale of used games, and the requirement users connect online in order to play all games, suggesting
that the legacy of that situation is influencing consumer opinion.
Microsoft makes much of the Xbox One’s ability to be a multimedia server, gathering media from
other PCs in the house or from online services accessed through Xbox LIVE. This may be alienating
hardcore or regular players, who all to a small degree favour the PlayStation 4.

UK, September 2013
Importance of features when buying a console
FIGURE 7: IMPORTANCE OF FEATURES FOR CONSUMERS PURCHASING A NEW CONSOLE, JULY 2013
“Imagine you wanted to purchase a new console. How important would each of these
features be in your final choice of console?”
Base: 1,236 internet users aged 16+ who identify themselves as a current or lapsed gamer
0% 10% 20% 30% 40% 50% 60%70% 80% 90%100%
No restrictions on playing second-hand games

47 35 10 9
on the console
The ability to play games without an internet

connection (ie not needing to “check in” online 41 38 11 10
before playing)
Free online multiplayer 30 38 17 15
Independent (“Indie”) games (ie small, casual

games available through download) can be 19 43 23 15
played on the console
The console can link with computers in the

20 40 23 17
house to play videos and music from them
Games that exist digitally on the console can

19 40 26 15
be lent to friends
Being able to link a second device (eg a tablet

or smartphone) to the console to show extra 16 39 27 17
information (eg maps, inventory whilst playing)
Online video streaming services (eg Netflix)

18 36 26 20
can be accessed through the console
Online music streaming services (eg Spotify)

14 34 31 21
can be accessed through the console
Being able to play games through voice or

13 33 34 20
gesture, rather than with a controller
Being able to control the console (eg switching

on, selecting a new game etc) through voice or 14 31 34 21
gestures rather than with a controller
The ability to share clips of your gameplay with

13 29 32 26
others from the console
Very important Somewhat important Not very important Not at all important
SOURCE: GMI/MINTEL
Some 59% of gamers say that being able to lend digital games to friends is important to them. The
majority of this group say the ability is somewhat important rather than very important, but overall the
response is still significant.

UK, September 2013
Some 68% of consumers find being able to play multiplayer content for free important. Publishes
abandoning their versions of the EA Online Pass would do well to strongly advertise this fact.
Conversely, Sony – which will charge users to play multiplayer for the first time with the PlayStation
4 – will need to placate long-term fans.
Gamers who definitely intend to purchase an Xbox One – many of whom will be hardcore – are likely
to rate the ability to play games or control the console through gesture or voice as one of the least
important features, suggesting the accessory will play little part in tempting users to the platform.
Main users and the influence of children
FIGURE 8: MAIN USER OF FUTURE CONSOLES IN THE HOUSEHOLD, JULY 2013
“If you were to buy a new console for your household, who would be the main user(s) of it?”
I would
never buy a
new console
for my
household
27%
I would be
42%
My
Other adults child(ren)
in the would be
household 19%
would be
12%
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 9: INFLUENCE OF CHILDREN ON THE CHOICE OF CONSUMERS’ NEXT CONSOLE, JULY 2013
“If you were to buy a new console for your household, how much say, if any, would your
child(ren) have in which particular console you buy?”
Base: 725 internet-using parents aged 16+ who would consider buying a new console in future
Don’t
know
6%
I would decide
My child(ren) without talking to
would make the my child(ren)
final decision 17%
15%
I would listen to
my
I would decide child’s/children’s
equally with my wishes but I’d
child(ren) make the final
31% decision
31%
SOURCE: GMI/MINTEL
Children would be the main users of any new console in the home of 19% of internet-using consumers.
This equates to 48% of all internet-using parents. However, it’s still an impressive evolution of the
market that in homes with children, adults will be the primary users of a new console in over half of all
cases.
Retailers should bear in mind that under-45s are at least equally likely – and in some cases more likely
– to be purchasing a console for primarily their own use, rather than for a child to use.
Even when the children have input into the buying process, it is more likely to be collaborative than
instructive. For those aged 5-9, 54% of parents would listen to their children’s opinion before
purchasing on their own or deciding equally with the child, compared to 15% who would let the child
choose freely.
What we think
Policies initially announced alongside the Xbox One (focusing on restricting the sale of used games or
playing games without a viable internet connection) caused an intensive backlash against Microsoft.
Despite this though, sales of the company’s console and the competing PlayStation 4 are likely to be
broadly similar after a year of being on the market, with neither achieving the sales advantage seen by
the Wii in 2009. More of interest over the coming years will be the continuing evolution of the gaming
audience. Generation Y consumers who grew up with gaming in the 1980s are now parents, and in
large part have continued the pastime. With each year that passes, the age range of the gaming target
market is widening, increasing the potential value of the market and the opportunities within it.

UK, September 2013
Issues in the Market

“Ultimately, consumer memories are short, and the launch of the consoles will be some months
after Microsoft’s reversed policy announcements on the sale of the used games and the
requirement that consumers will need to check in online every day in order to play games. Both
consoles have dedicated player bases. The bias seen for the PlayStation 4 in Mintel’s research
is indicative of a current preference, but even taking this into account the PlayStation 4 and the
Xbox One are not likely to sell in dramatically different levels at launch. By the end of Q1 2014,
ownership of the two consoles will probably be within 2-3 percentage points of each other,
likely in favour of the PlayStation 4 thanks primarily to its lower initial price.”
– Samuel Gee, Technology Analyst
Will Nintendo be able to revitalise sales of the Wii U?

Nintendo captured an enormous segment of the casual gamer market with the Wii, but interest waned
swiftly. Mintel’s Video Games and Consoles – UK, October 2012 report included data from TGI
demonstrating this. In 2009, 4% of consumers purchased an Xbox 360, with this proportion changing
only 0.2 percentage points by 2012. The same is broadly true for the PlayStation 3. The Wii, by
contrast, was purchased by 10% of adults in 2009 at the height of its popularity, and only 2% in 2012 –
a sharp drop.
Much of Nintendo’s success came from atypical gamers purchasing the Wii. Parents and grandparents
would use the console with children or as a family activity. These consumers will likely stop playing
over the years leading from 2013 as their children mature, with many of them transitioning into lapsed
gamers or non-gamers instead.
Indeed, this trend can be seen in the change in comparison between the What Type of Gamers Are
Consumers? section of this report, and Mintel’s Video Games – UK, November 2011 report. In the
latter report some 33% of players identified themselves as casual and 30% as non-gamers. That in the
intervening two years the proportion of casual gamers has fallen 7 percentage points and the
proportion of non-gamers has risen by a similar amount is unlikely to be coincidence.
Nintendo is currently trying to generate upgrade purchases of its next-generation console from a group
of current-generation owners who are becoming increasingly disinterested in gaming.
This may be one of the reasons that the Wii U has gained so little traction. Data from VGChartz reveal
just 97,000 unit sales in 2012. The console was only released in December, but Mintel’s extrapolation
of those sales to the rest of the year – based on normal console sales trends seasonality – still leaves
the Wii U only barely outselling its predecessor in the UK (with 390,000 unit sales to the Wii’s
297,000). To put that poor performance in context, Nintendo’s shipments of the Wii to areas outside
Asia Pacific (APAC) and the Americas have fallen 92% between June 2009 and June 2013.
The company is aware of the poor sales of the Wii U, and points to the similar situation encountered
by the 3DS handheld console at launch. Sales of the 3DS have since greatly improved, and Nintendo
attributes this to a crop of excellent games making the console more attractive. The company points to
the Q4 2013 release of some top franchise content for the Wii U, with the clear implication that with
excellent content and possibly better marketing, Wii U sales will pick up.

UK, September 2013
However, it carefully avoids discussing the price cut that also happened with the 3DS, and which no
doubt went some significant way to making the product more attractive. Nintendo is likely waiting
until the end of Xmas 2013 to see whether a price reduction will be necessary. It is possible the high-
momentum release of a number of popular franchise games towards the end of the year, in conjunction
with holiday season sales, will revitalise the console enough to make a price cut unnecessary. If not,
however, one will probably be announced before the end of Q1 2014.
The console already makes a loss for Nintendo, and reducing its price still further will be a last resort
for the company – but ultimately ownership must grow to provide an install base capable of generating
game sales in the years to come, however this might be achieved.
Will early criticism of the Xbox One see the PS4 steal a march in 2013?
At initial launch, the PlayStation 4 was undeniably a more consumer-friendly proposition than the
Xbox One. Microsoft announced a raft of policies that went down incredibly badly with the gaming
press and with potential customers. These included the requirement that users check in with Microsoft
online at least once every 24 hours, or games would not be able to play. The company also announced
that lending disc-based games to friends was an unsupported ‘feature’, that giving disc-based games to
friends could only be accomplished once and was potentially subject to publisher content transfer fees.
The console will also be more expensive than is perhaps necessary, thanks to the mandatory bundling
of the Kinect sensor.
These policies were swiftly reversed, and in all appreciable senses, the PlayStation 4 and the Xbox
One are now broadly similar propositions with broadly similar features. Microsoft, in an attempt to
recapture the initiative in Europe, agreed to bundle a free copy of FIFA 14 along with all pre-orders of
its console. The important question though is how much of an impact the release debacle has had on
consumers’ purchasing choices.
Mintel’s research – carried out in July 2013, after Microsoft had publically reversed its unpopular
policies – reveals that there is a small preference amongst consumers for the PlayStation 4, over the
Xbox One. The preference is bigger amongst regular gamers (a 9-percentage point preference for
Sony’s console) than hardcore gamers (a 5-percentage point preference), likely because the latter
group are more likely to make their choices based on brand loyalty or the presence of exclusive games
than on press or feature speculation.
Ultimately, consumer memories are short, and the launch of the consoles will be some months after
Microsoft’s damaging announcements. Both consoles have dedicated player bases. The bias seen for
the PlayStation 4 in Mintel’s research is indicative of a current preference, but even taking this into
account the PlayStation 4 and the Xbox One are not likely to sell in dramatically different levels at
launch. By the end of Q1 2014, ownership of the two consoles will probably be within 2-3 percentage
points of each other, likely in favour of the PlayStation 4, thanks to its lower initial price.
However, this in itself will be a huge coup for Sony. The PlayStation 3 came to market a year later
than the Xbox 360, and for a significantly higher price, setting back its efforts to build a comparable
install base. Sony will escape that difficulty with the PlayStation 4; despite the Xbox One’s
significantly better line-up of launch games (with some big franchise releases to draw consumers in),
the PlayStation 4’s lower price, along with some lingering consumer hostility to Microsoft over the
attempted restriction in consumer rights with its initial policy sweep, should allow it to take a much
more equal share of the market this release cycle.

UK, September 2013
What is the future of handheld consoles?

Both Nintendo and Sony's most recent handheld console releases sold spectacularly badly at launch.
The Nintendo 3DS and the Sony PlayStation Vita were both briefly outsold by their predecessors, the
Nintendo Dual Screen (DS) and Sony PlayStation Portable, in their native Japan in the month
immediately following their respective launches.
Sales of the Nintendo 3DS did pick up eventually, but only after Nintendo announced a worldwide
price cut to try to spur interest in mid-2011. The strategy was a huge success; Nintendo announced that
in North America alone volume sales increased by 260% the week after the cut. Final sales for the
month were greater than sales for the entire previous quarter. In August 2013, Sony announced a
similar price cut for the PlayStation Vita, presumably to try to spur sales to similar levels.
Persistently poor sales for both the 3DS and the Vita at their original price points have occurred
because of competition from smartphones and cheap, casual gaming. Since 2007 consumers have
become used to spending no more than £2 or £3 on applications for smartphones – and later tablets –
that can be played whilst out and about, and which have each year successively improved graphics and
gameplay capabilities.
Looking forward into the medium to long term, the long refreshment cycles between handhelds will
become a distinct problem. Smartphones manufactured between 2014 and 2015 are likely to be as
powerful as the PlayStation Vita is at the moment. Although the Apple iPhone 5 smartphone has only
a dual-core processor compared to the Vita’s quad-core, some developers note that the portable
console rarely pushes itself to the limit in order to conserve battery, and that current-generation iPhone
games can look as visually impressive as dedicated Vita games as a result. Consumers are going to
become less and less willing to pay hundreds of pounds for a dedicated handheld console, when their
smartphone already acts as one, or to pay £30 for a portable game when they can obtain one for 69p on
their other device.
Sony is trying to maintain interest in the PlayStation Vita – in the face of this assault from secondary
devices like smartphones – by giving it unique functionality by integrating it tightly with the
PlayStation 4. Owners of the Vita will be able to stream PlayStation 4 (PS4) games to the device by
using cloud gaming service Gaikai, which Sony purchased in July 2012. Sony has also announced
plans to allow the Vita to be used as a second controller for the main console, should programmers
build the functionality into their games.
The price cut of the Vita is no doubt partly designed to make the handheld more attractive to potential
PS4 owners looking to play their PS4 games away from the console, as well as its main aim of
boosting sales amongst non-PS4 owners.
Whether this will work is debatable though. Whilst the 3DS price cut triggered a revitalisation in sales,
the console was being positioned and sold as a next-generation handheld device with a unique 3D
capability. The Vita may well by more likely – post-price cut – to succeed positioned as a next-
generation device, but even at £140 consumers are unlikely to want to purchase the handheld if it’s
presented to them as an expensive add-on for the PlayStation 4.

UK, September 2013
Is Freemium gaming the future?

In July 2013, 25 of the top 30 grossing applications in the iOS smartphone and tablet App Store were
based on the freemium model. This meant the applications could be downloaded entirely free of
charge, with all of their functionality unlocked, and were monetised by consumers then choosing to
spend within the application (which was normally a game) on extra content, such as extra levels or
accessories for their characters.
There are indications the video game industry is going the same way. In October 2012, to combat
consistently falling users of SingStar – the PlayStation karaoke software, where users earn points for
accuracy and tone – Sony made the software free to play. The game had attracted 2 million users in the
five-year period it was available before becoming free to play; Sony announced that in the nine months
after the business model had changed it had acquired a further 1.5 million.
In May 2013, major publisher Electronic Arts (EA) abandoned its Online Pass system. The Online
Pass required customers who bought a game second-hand to pay EA a small fee before they were
allowed into the online multiplayer environment for that game. The company’s abandonment of the
system was likely because it is now making significantly more revenue from the sale of in-game extra
content than from the sale of games. It makes more financial sense to bring in as many consumers as
possible into an online multiplayer environment, and then monetise them through in-game purchases.
This mechanic is unlikely to take off for the industry as a whole though. AAA quality games released
across consoles still cost upwards of £20 million to make, and developers and publishers will need to
charge for the games at launch in order to ensure a sufficient return on that outlay.
The mechanic can also be confusing for consumers. The Ouya micro-console (designed to play
Android smartphone and tablet games on living room televisions) has a requirement that every game in
its library includes a free element. Press reports have focused on how confusing different developer
interpretations of this mechanic can be for consumers, with some games completely free until a
paywall to further progress appeared midway through, some free entirely and with in-game purchases
available, and some free but with limited initial content, and the option to purchase more levels.
What may become more prevalent are games like Disney Infinity!: a cross-platform console release
supported by freemium applications on smartphones and tablets. Consumers can play the smartphone
and tablet applications to a point, but then to progress either need to purchase the console game and
progress within that, or pay real-world money into the smartphone or tablet application. This clever
set-up presents multiple opportunities for consumers to interact with a brand or title, across a number
of platforms, with each platform either encouraging play across other platforms or providing the
consumer with ways to spend money with the brand.

Trend Application Video Games and Consoles
UK, September 2013
Trend Application
Mintel’s approach in this section goes beyond merely identifying trends. We apply Mintel trends to
understand the wider implications of cultural changes, gaining insight into how companies and brands
can translate these into on-the-ground opportunities relevant video game and console purchasing.
Trend: Many Mes

The Mintel trend Many Mes explores the growing focus on individuality in marketing. Marketers are
speaking not to one consumer, target group or type, but to complex, diverse, multifaceted individuals.
Many brands are recognising that no-one is really ‘mainstream’ anymore.
Mintel's exclusive consumer research reveals that being able to play independent games on a console
is important to some 62% of consumers. Indeed, this is one of the issues picked up on in video game
press coverage of Microsoft’s Xbox One policy reversal; some two months after the company
announced that independent developers would not be able to self-publish games onto the platform,
after significant outcry, Microsoft reversed the policy.
Sony or Nintendo can potentially capitalise on this through the Many Mes trend. The PlayStation 4 and
the Wii U are the console efforts of multinational, multibillion-dollar companies, but their
manufacturers can potentially present themselves as an alternative to mainstream; as brands that
celebrate individuality and niche interests, through highlighting their persistent and unchanging
dedication to independent developers and their ability to produce content for their platforms. Because
they are also the home of blockbuster releases, their consoles represent a place where consumers have
always been able to, and will always be able to, find games or gaming content that caters explicitly to a
particular facet of their personality.
Microsoft may find it hard to publicise the same line without seeming inauthentic, given the
company’s recent history. However, some 60% of gamers say that in their next choice of console, the
ability for the device to connect to computers in the house and stream media from them is an important
feature. Microsoft could highlight the Xbox One’s media centre capabilities in the same way that Sony
and Nintendo can spin their indie game abilities; presenting the console as not only a portal for
children’s games, but also for adult content, music and slideshows that cater to every element of a
consumer’s personality.
Trend: Decline of Deference

Mintel’s trend Decline of Deference explores how we have entered an unprecedented era of popular
objection. The internet has magnified the speed and scope of consumer dissent, and consumer patience
for businesses that neglect their customers is waning.
Over 2012 and 2013, gaming has been particularly subject to the Decline of Deference trend. As well
as changes in content being made to the Mass Effect 3 game in June 2012 as a result of consumers
expressing dissatisfaction with the original ending, Microsoft in particular has been subject to some
very high-profile reversals in policy when it comes to the upcoming Xbox One, after significant press
backlash.
Mintel's consumer data support the press assertion that the moves were consumer-unfriendly. Some
79% of consumers, for example, state that the ability to play games without an internet connection is
an important factor in their next choice of console, with this being one of the key areas of reversal for
Microsoft.

Trend Application Video Games and Consoles
UK, September 2013
So far competing console manufacturers have had an understated response to the debacle. It is possible
they could extract significant gains from it, however, by empowering the growing desire of consumers
to control the market dialogue. Asking publically if manufacturers can make any changes, stressing
that their core brand values are consumer-focused and highlighting that those values can be influenced
and changed by consumer response may make gaming brands appeal to a community enjoying an
increasing feeling of empowerment. Microsoft could, similarly, regain some measure of stability by
playing up to or flattering the consumer consciousness, and its power to invoke such swingeing change
at the company.
Mintel Futures: Old Gold

Mintel’s Old Gold trend discusses how as the UK is getting older the over-55s are becoming an
increasingly powerful and influential demographic. Our growing longevity offers a commercial
opportunity, presenting retailers with a new gold rush of purchasing power and product needs.
This report clearly documents the increasing age of video gamers. Those Generation Y consumers who
grew up with gaming have now become young parents, and are increasingly bringing consoles and
video games into their homes not only for their children, but also for themselves. There will come a
time in the near to medium future where games publishers will have a market of over-45s who still
have – if not a dedication to – a strong interest in gaming as a medium, art form or pastime. Planning
ahead on how to appeal or cater to these consumers, in terms of games they may enjoy or controllers
they may feel comfortable using, could unlock in advance a huge source of revenue for the industry.

Market Drivers Video Games and Consoles
UK, September 2013
Market Drivers
Key points
 The GameStick, GamePop and M.O.J.O are all slated for release in late 2013/early 2014, are
all based on the Android operating system (OS) and are all designed to launch the micro-
console trend, bringing smartphone and tablet games to living room screens. They join the
currently available Ouya.
 In July 2013, Microsoft reversed operating policies in relation to online connectivity and
used game playing for the Xbox One, based solely on online discussion and criticism – an
incredibly rare move, without even sales data to confirm if a problem exists outside the
world of the gaming press.
 EA dropped the Online Pass in May 2013. The company now feels it is increasingly likely to
see revenue from gamers making in-game purchases of extra content (such as character
customisations) in multiplayer environments, and has dropped the requirement that second-
hand players buy into those environments as a result.
New console competitors failing to make a splash

The Ouya console was announced in August 2012 on crowd fundraising site Kickstarter, going on to
become the second highest-funded project of all time on the site, earning 905% of its $950,000 goal.
The console is based on the Android operating system (OS) and is designed to bring Android games to
living room televisions in high definition. It allows independent developers to gain access to the very
lucrative living room gaming market without needing to pay licensing fees, retail fees or publishing
fees to release their content on a major console platform.
The Ouya is also an open platform for the developers, as opposed to a curated platform like the Xbox
LIVE Arcade portal. An open platform is more beneficial to developers, as they can submit their
content without restriction.
For consumers, all games released on the console – by the demand of the platform owners – are at
least partially free. Developers can either release demos of games that require paying after a set time
period, free games with optional chargeable upgrades or free opening levels of games with a paywall
blocking access to further levels.
However, industry reaction to the console has been mixed. Developers interpret the requirement ‘at
least some of the game must be free’ in different ways, frequently leaving the game purchaser unaware
of when and how they will be required to start paying to play. Other criticisms have focused on the
categorisation system of games in the online store, with content difficult to find.
Key analysis: The Ouya is not the only Android-based console on, or approaching the market. The
GameStick, GamePop and M.O.J.O are all slated for release in late 2013/early 2014, all based on
the Android OS and all broadly similar to the Ouya in execution.
What differences do exist between the consoles tend to centre on where games are supplied from.
Where the Ouya requires developers to submit their content, for example, the M.O.J.O micro-
console automatically imports all game purchases made from the owner’s Google Play store,
Amazon store and NVidia TegraZone store accounts.

UK, September 2013
The small differences for each platform all have their supporters and detractors, though at this
early stage in the micro-console market development, they are unlikely to have much of an impact.
There is no clear winner.
The primary problem for all of the systems above – and indeed any Android-based micro-console –
is that the vast majority of Android games were not designed to be played on a full-size television
screen. However streamlined the interface becomes and however portable or affordable micro-
console hardware and controllers become (with the Ouya available for under £100), without a
dedicated collection of games that are specifically designed to look good when scaled up to a
television (rather than when played on a smartphone screen), this small industry offshoot is unlikely
to gain any traction.
Xbox One drops unpopular restrictions

Q4 2013 will see the release of both the PlayStation 4 and the Xbox One, Sony and Microsoft's next-
generation consoles.
With the initial launch of the Xbox One, Microsoft announced that trading and lending disc-based
games would be subject to a series of restrictions and criteria. The company also announced that disc-
based games – including single-player, offline games – would not play unless consumers had
connected the Xbox One console to the internet at least once every 24 hours.
The announcement of these policies led to an extremely vocal wave of condemnation from both
players and gaming media as being overly proscriptive. Within two weeks the company had updated
its position to remove the need for users to connect to the internet in order to play offline games, and to
clarify that disc-based games could be lent and given to friends, or traded in to the second-hand market
without any restriction from Microsoft.
Key analysis: Whether this event is likely to impact drastically on sales of the Xbox One is
debatable. The console will undoubtedly continue to sell in tens of millions of units in the years to
come; there are enough gamers in the UK worldwide to support the Xbox franchise, especially given
its positioning as one of the ‘big three’ consoles.
However, it is exceptionally rare for a manufacturer with as much control over the market as
Microsoft has to change the operating policy for its new console based solely on online discussion
and criticism, without even sales data to confirm if a problem exists for gamers outside the world of
gaming press.
The company’s swift action suggests it was concerned about the reactions of dedicated gamers. In
five years’ time, volume sales of the Xbox One when compared to the PlayStation 4 are unlikely to
have been dramatically impacted by the negative publicity received by Microsoft because of this
issue. Game sales may be different though. The risk remains that those gamers who are hardcore
(at least, those who are hardcore and remain platform-agnostic) – who spend the most time playing,
who are the most heavily engaged with the market and are more opinionated as a result, and who
purchase the most games – may have been turned off of Microsoft because of this issue.
The Interest in Purchasing Next-generation Consoles section of this report examines this issue in
more detail.

UK, September 2013
Microsoft may alienate casual players with price and privacy concerns
Microsoft’s console’s launch price is £420 – significantly higher than the £350 that the PlayStation 4
will cost when the consoles launch in November 2013.
This is because the Xbox One comes bundled with the second version of the Microsoft Kinect
accessory, pushing up the price.
The lower cost of the PlayStation 4 turns the tables on Microsoft in the price stakes; Sony had had to
battle at the release of the previous generation of consoles against an Xbox 360 almost £150 less than
its own PlayStation 3.
Alongside unfavourable price comparisons, Microsoft has also suffered through sustained press stories
about the possible invasion of privacy in Xbox One homes. It was revealed alongside the console’s
announcement that the camera-enabled Kinect would have its microphone permanently enabled and
scanning conversation, allowing consumers to wake up the console from sleep, by voice.
It was also revealed that the sensor was capable of detecting heart rate, facial expressions and player
emotions; a potent mixture that, in combination with the ‘always on’ accessory policy, led to a number
of over-exaggerated press stories about the loss of privacy.
Microsoft, again likely in response to public backlash, announced in August 2013 that the Xbox One
would no longer require the Kinect to work. The accessory could be completely disabled at all times.
Whilst this will appease many, the console as of the time of writing can still only be ordered with the
Kinect. Many consumers may question, now that the Kinect is no longer necessary, why they are
forced to pay more for the accessory. This is especially the case given that, as discussed in the
Importance of Features When Buying a Console section of this report, control of a console by voice or
gesture is one of the least important factors to consumers considering their next purchase.
EA – pioneer of online passes – abandons system

In Q4 2011, EA announced ‘Project 10 Dollar’, which went on to become the EA Online Pass. Under
the project, all games when newly purchased would give the player access to the online multiplayer
system (if one existed), or to any free additional downloadable content that was released.
Second-hand players however would need to pay £10 in order to buy a pass and gain access to the
same features.
The move was a deliberate attempt by the publisher to generate revenue from second-hand sales,
which had previously been lucrative only for retailers and players trading in their discs.
The system was, unsurprisingly, widely disliked by second-hand game purchasers, who were now
forced to pay an additional sum to enjoy the game they had purchased. Despite this dislike, it proved
effective and the mechanic was adopted by a number of other big studios, including Ubisoft,
Codemasters and Sony Computer Entertainment.
In May 2013, however, EA announced that it was dropping the Online Pass for all future games, and
disabling it retroactively for all currently available and previously released games. The company
claims this was because it has listened to player feedback, though the actual justification is likely more
complex.

UK, September 2013
FIGURE 10: EA DIGITAL REVENUE, BY TYPE, Q1 2012-Q1 2014 (MAY-JUNE)
350
300
103
250
$m
200 79
150
59 177
100 131
70
50
32 33 37
0
Q1 FY12 Q1 FY13 Q1 FY14
Full game downloads Extra content Subs/Ads/Other

SOURCE: COMPANY ACCOUNTS
In the quarter ending June 2013, EA earned net revenue of $378 million from the sale of digital goods,
accounting for 50.7% of total quarterly revenue.
Of this digital revenue, over half was from the sale of extra downloadable content (DLC); some $177
million.
The $177 million worth of sales of DLC or micro-transactions (small purchases of extra content like
lives, decorative character hats or similar) was a 153% increase on the sector’s revenue for the same
quarter two years previously.
EA’s quarterly revenue from the full sale of digital games, by comparison, increased only 16%
between the three months ending June 2012 and the same period in 2014. It accounted for 12% of total
revenue, rather than the 56% contributed by downloadable content.
Key analysis: EA is the largest publisher in the world, by almost any given metric. It has been
making persistent efforts in recent years to increase its digital footprint, with top executives
reiterating in press interviews that the company is fully committed to a reliance on digital content
across all platforms in the years ahead.
The abandonment of the Online Pass should be examined in light of this, and in light of the huge
gains in the sale of extra content charted above between 2012 and 2014. It is likely that EA now
feels it is increasingly likely to see revenue from gamers making in-game purchases of extra content
(such as character customisations) in multiplayer environments. The abandonment of the Online
Pass will allow more second-hand gamers to access these online multiplayer environments, and will
hopefully result in a more prolonged, more lucrative exposure than a single initial payment would
have done.
Where EA leads other publishers typically follow, and it will be surprising if Ubisoft et al do not
also abandon their versions of the second-hand barrier to entry over 2014.

UK, September 2013
Handhelds struggle to gain purchase

Handheld console sales have performed particularly badly over the two years leading up to 2013.
Despite strong hardware offerings, inexpensive casual games on smartphones and tablets have eroded
consumer willingness to buy expensive dedicated portable gaming devices, with games often costing
over £30.
The PlayStation Vita sold poorly on release in December 2011 in its home territory of Japan, with
second week sales falling 78% to only 74,000 units. By February 2012, the console was selling only
12,000 units a week, and being outsold by its cheaper predecessor, the PlayStation Portable (PSP).
The Nintendo 3DS also performed poorly on release. Five months after release in February 2011,
Nintendo cut the cost of the console by a third to counteract stagnant sales, to approximately £140.
Many retailers further discounted though to make the console available for approximately £115.
The strategy was a marked success, with Nintendo announcing that North American sales had jumped
260% in the week following the cut. Sales for the same month were eventually higher than the entire
previous quarter. A similar effect was also observed in Japan. The manufacturer has not released
detailed breakdowns by all territories, but indications are that the price cut also stimulated UK sales.
The PlayStation Vita received a price cut in native Japan in February 2013 to try to stimulate poor
sales. The strategy was, similar to Nintendo’s gamble with the 3DS, a success, and according to the
company boosted sales sixfold.
It was announced in August 2013 that the Vita would be receiving a worldwide price cut to
approximately €200 from €300, with UK retailers starting to offer the device for approximately £140
soon after.
Key analysis: The PlayStation 4 is designed to work intimately with the PlayStation Vita. Owners of
the Vita will be able to stream PS4 games to the device by using cloud gaming service Gaikai, which
Sony purchased in July 2012. Sony has also announced plans to allow the Vita to be used as second
controller for the main console, should programmers build the functionality into their games.
The price cut of the Vita is no doubt partly designed to make the handheld more attractive to
potential PS4 owners looking to play their PS4 games away from the console, as well as its main
aim of boosting sales amongst non-PS4 owners.
Whether this will work is debatable though. Whilst the 3DS price cut triggered a revitalisation in
sales, the console was being positioned and sold as a next-generation handheld device with a unique
3D capability. The Vita may well by more likely – post-price cut – to succeed positioned as a next-
generation device, but even at £140 consumers are unlikely to want to purchase the handheld if it’s
positioned as an expensive add-on for the PlayStation 4.
Wii U still losing money for Nintendo

Nintendo released the follow-up console to its extremely successful Wii, the Wii U, in December
2012.
The console has sold particularly badly. In the three months leading up to August 2013, according to
the manufacturer 1.4 million 3DS or 3DS (XL) portable consoles were sold worldwide, alongside
210,000 units of the original Wii console and just 160,000 units of the Wii U; a 51% fall in Wii U
volume sales from the quarter before.

UK, September 2013
In August 2013, UK shop sales were so bad for supermarket Asda – even after a £100 price cut – that
the chain announced it would no longer be stocking the console in stores, though it would continue to
make it available over its website.
Nintendo has officially blamed poor sales of the Wii U on a delayed rollout of key franchise titles
designed to spark consumer interest. Titles like Wii Fit U, Donkey Kong Country: Tropical Freeze,
The Legend Of Zelda: Wind Waker HD and Super Mario 3-D World are all scheduled for release
towards the end of 2013. Further big-name releases like Mario Kart 8 and Super Smash Brothers Wii
U are scheduled for release in spring 2014.
Whereas the original Nintendo Wii was bundled with Wii Sports, a collection of sports games designed
to introduce users to use of the innovative Wiimote motion controller, the Wii U is sold with Nintendo
Land Wii U – a similar collection of games designed to introduce users to the new tablet-style,
touchpad controller called the GamePad.
There are indications though that Nintendo Land has been less successful than Wii Sports at pushing
console owners to play with their friends and family. This has been recognised by Nintendo.
“We have received a lot of comments from consumers that the gameplay in Nintendo Land is
interesting. However, we presume that they have not yet come up with the best words to easily
explain how interesting it is to other people. I would say that Nintendo Land has not fulfilled the
same role as Wii Sports did when we bundled it with Wii.”
– Satoru Iwata, President of Nintendo, July 2013
The manufacturer remains convinced that the poor sales of the Wii U are down to a lack of console
titles, and to some extent a misunderstanding amongst consumers of the point of the GamePad tablet-
style controller, due to poor terminology choices used in Nintendo marketing:
“In addition, we have also learned that the name ‘asymmetric gameplay’ does not fully explain
the GamePad’s value to consumers. As for the software going to be released from now on, we
would like to describe the experience that the GamePad provides with a different expression in
order to adequately convey its necessity to consumers and increase the number of consumers
that think ’Indeed it is good to have a GamePad’.”
– Satoru Iwata, President of Nintendo, July 2013
Key analysis: Over 2013 Nintendo has repeatedly cited the increased sales of the 3DS when asked
about the poor performance of the Wii U, attributing the handheld console’s recovery to strong
supporting game software. The implication is that as key franchise games are released, more
consumers will purchase the living room console in order to be able play them.
However, the manufacturer has carefully avoided mention of the price cut that the 3DS underwent,
and the very large contribution that it undoubtedly also made to the increased sales of the console.
Nintendo is likely waiting until the end of Xmas 2013 to see whether a price reduction will be
necessary. It is possible the high-momentum release of a number of popular franchise games
towards the end of the year, in conjunction with holiday season sales, will revitalise the console
enough to make a price cut unnecessary. If not, however, one will probably be announced before
the end of Q1 2014.
The console already makes a loss for Nintendo, however, and reducing its price still further will be
a last resort for the company.

UK, September 2013
Freemium revenue for apps surpasses dedicated game purchases

Research by application metrics firm App Annie, carried out in Q2 2013, discovered that for the
quarter, worldwide spend on smartphone and tablet gaming applications from the Google Play store
surpassed spend on game software for all handheld consoles.
The iOS App Store generated almost twice as much revenue from games as the Google Play store over
the same period.
This means that worldwide, consumer spending on games for the iOS App Store and Google Play
store combined rose to four times that of spend on games for dedicated portable consoles.
Game downloads account for approximately 40% of all downloads across the iOS and Google
application stores.
Key analysis: The popularity of gaming on smartphones and tablets is a direct cause of the lagging
popularity of handhelds such as the Nintendo 3DS and the PlayStation Vita. Smartphones have to a
great extent commoditised portable gaming, with a huge number of games available either for free
or for less than £1. It has become increasingly difficult for dedicated devices to justify a £200 (or
thereabouts) price tag, along with £20, £30 or £40 games.
One obvious and necessary way for handheld manufacturers to combat this is simply by dropping
the prices of their content or their consoles. Games may be sold in more of a freemium format going
forward, allowing consumers to access the content for little to no charge and then hoping to
monetise them through a long tail of in-game purchases, either for more levels, or extra content like
character costumes or voices. This is similar to EA’s abandonment of the Online Pass.
Another way of combating decreased consumer interest in handhelds is to boost the functionality of
the devices. Sony attempted to do this with the PlayStation Vita, which includes all of the technology
commonly found on smartphones (such as a gyroscope, touchscreens and a camera), but it is likely
that more success will be seen through the intended pairing of the handheld with the PlayStation 4.
Microsoft is also experimenting with broadening out gameplay on the Xbox to other devices by the
use of its SmartGlass software, and the Wii U comes with the tablet GamePad controller. For Sony
to match these companies with its own second screen is a sensible move, and may also serve to make
the Vita more desirable.

UK, September 2013

Who’s Innovating? Video Games and Consoles
UK, September 2013
Who’s Innovating?
Key points
 In July 2013 Aldin Dynamics announced the upcoming release of the game Rift Drifter,
which will put players on trial in a game played almost exclusively by the nodding and
shaking of the user’s head.
 Sony made SingStar free to play in October 2012, massively boosting user counts as a result
and monetising by selling extra music and content to highly engaged users.
 Skylander: Swap Force will make external toys a key part of the console experience in
October 2013. For the first time, consumers can change the configuration of the toys at
home, partially creating their own in-game story as a result.
 Disney Infinity – a cross-platform game released September 2013 – is complemented by two

free tablet/smartphone applications. Both allow players to engage for free, but require either
in-app purchases or for players to complete the console game if they want to continue,
generating constant engagement with the franchise.
Rift Drifter puts players on trial

Development house Aldin Dynamics released its game Trial Of The Rift Drifter in July 2013. The
game is expressly designed to work with the beta-release Oculus Rift virtual reality headset, and
assumes the style of an episode from the cult television show The Twilight Zone. In the game, the
player is captured by aliens and placed on trial for inadvertently wandering through their dimension,
whilst wearing the Oculus Rift. The only interactions the player can make in-game are nodding,
shaking their heads or gazing intently at a certain part of the 360° 3D virtual reality landscape.
The game is an impressive proof of concept of the new control mechanisms and player interactions
made possible by the next-generation Oculus virtual reality headpiece, beyond just looking around
environments in standard shooters more naturally.
SingStar becomes free to play after low sales

In October 2012, to combat consistently falling users of SingStar – the PlayStation karaoke software,
where users earn points for accuracy and tone – Sony made the software free to play. The game had
attracted 2 million users in the five-year period it was available before becoming free to play; Sony
announced that in the nine months after the business model had changed it had acquired a further 1.5
million.
The game was monetised by users paying for premium song downloads, with Sony noting that to date
“a handful” of players had paid for over 1,000 songs. The company’s use of the freemium mechanic
consistently seen in console gaming is relatively novel amongst console games.
Skylander: Swap Force brings physical characters to digital world

Consumers interested in playing the new Skylander: Swap Force game on its release in October 2013
will need to purchase the starter pack, which includes the console game, the ‘portal of power’ – an
accessory that plugs into the console – and a selection of starter figurines.

Who’s Innovating? Video Games and Consoles
UK, September 2013
The game is constructed so that the character on-screen is the avatar of the figurine currently sat on the
‘portal of power’, communicating with it through a near-field communication (NFC) chip, and moves
and attacks appropriately. The characters in Swap Force can be broken in half and innovatively re-
constituted / mixed with other figurines by players at home, to give the on-screen character a new set
of abilities, up to a total of 256 different combinations.
By allowing the player to adapt and change the physical figurines – thereby impacting the progress and
possibilities realised in the game environment – Swap Force is broadening out the potential longevity
of the game whilst including an element of player control over the story they experience.
Disney gears up to release biggest ever game experience

In August 2013, Disney released Disney Infinity – a massive cross-platform release. The game will be
complemented by two apps for smartphone and tablets. The first is called Disney Infinity: Action!, and
it will allow users to take video, and then overlay Disney characters to augment the real world footage.
Animations can be purchased either by completing quests in the main console game or through real
money acquisition.
The second, free app is called Toy Box, and is iPad-exclusive. Toy Box will allow players to build
their own levels for the main console game. All content will be cloud synced with the player’s console
account, so levels can be edited on the console at home, and then on the iPad when out of the house.
Toy Box will allow users only one virtual character at first and a limited selection of level building
elements. In order to win more, again players will need to either play the main console game or spend
real money.
The entire Infinity project is an excellent example of a cross-platform, immersive gaming experience
where consumers can engage for free, but are required to start buying into more expensive levels of the
experience the more they want to contribute.

Market Size and Forecast Video Games and Consoles
UK, September 2013
Market Size and Forecast

Key points
 Total market value for video games and console sales was £1,573 million in 2012 – a -21.2%
drop on the previous year.
 However, new console releases should push the market back to growth in 2013, to a value of
£1,232 million.
 Total value for 2018 is estimated by Mintel to be £2,646 million.
Market
FIGURE 11: VALUE OF UK VIDEO GAME AND CONSOLE SALES, 2008-18
Total Index % £m at Index %

£m annual change 2012 prices annual change
2008 3,222 182 na 3,479 196 na

2009 2,690 152 -16.5 2,826 159 -18.8
2010 2,250 127 -16.4 2,290 129 -19.0
2011 1,996 113 -11.3 2,014 114 -12.0
2012 1,573 89 -21.2 1,566 88 -22.3
2013 (est) 1,774 100 +12.8 1,774 100 +13.3
2014 (fore) 2,188 123 +23.3 2,188 123 +23.4
2015 (fore) 2,728 154 +24.7 2,729 154 +24.7
2016 (fore) 3,402 192 +24.7 3,399 192 +24.6
2017 (fore) 4,033 227 +18.6 4,040 228 +18.8
2018 (fore) 5,109 288 +26.7 5,008 282 +24.0
2008-11 data supplied by UKIE. 2012 and 2013 created by Mintel using VGChartz.
SOURCE: UKIE/VGCHARTZ/MINTEL
The video game and console market has been in a steady decline since 2008, as the effects of the
recession on consumer spending were felt, alongside an expected industry decline as the current
generation of consoles aged.
The fall was particularly sharp in 2012, when overall market value fell by a fifth, to a total of £1.6
billion. This fall was due to a 30% drop in the value of console sales between 2011 and 2012, and a
17% fall in the value of game software sales.
Broadly, Mintel expects a similar trend to continue into the majority of 2013. For January through to
November, the value of game console sales is expected to drop by a further 40% year on year.
However, a massive surge in December as the next-generation consoles from Microsoft and Sony are
released – alongside a related though smaller rise in the value of video game sales – should return the
market to approximately 13% growth for the year.
This growth will continue into 2014. It won’t mimic the explosive 2007/08 gains seen at the release of
the previous generation, as a fragmented market now has casual games played on smartphones and
tablets competing for spend, but it will still be substantial, at 23%.

UK, September 2013
FIGURE 12: VALUE OF VIDEO GAME SALES, 2008-18

2008 1,800 146 na 1,713 139 na

2009 1,630 132 -9.4 1,577 128 -8.0
2010 1,450 118 -11.0 1,391 113 -11.8
2011 1,350 110 -6.9 1,316 107 -5.4
2012 1,121 91 -17.0 1,095 89 -16.8
2013 (est) 1,232 100 +10.0 1,232 100 +12.5
2014 (fore) 1,370 111 +11.2 1,402 114 +13.8
2015 (fore) 1,668 135 +21.8 1,746 142 +24.5
2016 (fore) 2,037 165 +22.1 2,178 177 +24.7
2017 (fore) 2,427 197 +19.2 2,652 215 +21.8
2018 (fore) 2,646 215 +9.0 2,955 240 +11.4
2008-11 data supplied by UKIE. 2012 and 2013 created by Mintel and VGChartz.
FIGURE 13: VALUE OF CONSOLE SALES, 2008-18

2008 1,422 262 na 1,765 326 na

2009 1,060 196 -25.5 1,249 231 -29.2
2010 800 148 -24.5 899 166 -28.1
2011 646 119 -19.3 699 129 -22.3
2012 452 83 -30.0 471 87 -32.6
2013 (est) 542 100 +19.9 542 100 +15.1
2014 (fore) 818 151 +51.0 786 145 +45.1
2015 (fore) 1,060 196 +29.5 983 181 +25.0
2016 (fore) 1,365 252 +28.8 1,222 225 +24.3
2017 (fore) 1,606 296 +17.7 1,387 256 +13.5
2018 (fore) 1,894 455 +17.9 2,053 379 +48.0
2008-11 data supplied by UKIE. 2012 and 2013 created by Mintel and VGChartz.
Forecasts
Mintel has produced these forecasts based on an advanced statistical technique known as ‘multivariate
time series auto-regression’ using the statistical software package SPSS.
The model, based on historical market size data taken from Mintel’s own market size database and
supplemented by macro- and socio-economic data sourced from credible organisations (eg Office for
National Statistics, HM Treasury, Bank of England), searches for relationships between actual market
sizes and a selection of key economic and demographic determinants (independent variables) in order
to identify those predictors having the most influence on the market.
For the console market, males aged 15-19 and consumer expenditure were identified as the variables
having most influence on market value.
For the video game market, the population aged 35-39 and the ABC12D population were identified
as the variables having most influence on market value.

UK, September 2013
Next to historical market sizes and a current-year estimate, the fan chart illustrates the probability of
various outcomes for the value of the UK video game and console markets over the next five years.
The future uncertainty within this market is illustrated by the coloured bands around the five-year
forecast. The widening bands successively show the developments that occur within 95%, 90%, 70%
and 50% probability intervals. Statistical processes predict the central forecast to fall within the darker
shaded area which illustrates 50% probability, i.e. a five in ten chance.
At a 95% confidence interval, we are saying that 95 out of 100 times, the forecast will fall within these
outer limits, which we call the best- and worst-case forecast as these, based on the statistically driven
forecast, are the highest (best case) and lowest (worst case) market sizes the market is expected to
achieve.
The best-case scenario takes the value of the console market from £542 million in 2013 to a value of
£4,308 million in 2018. This scenario is based on sales of the next-generation consoles remaining
strong, and a migration of current players of casual games on smartphones to the console environment
thanks to the increasing sale of freemium console games.
The worst-case scenario takes the value of the console market from £542 million in 2013 to £619
million in 2018. This scenario presupposes poor sales of the Xbox One and PlayStation 4, with
consumers migrating to either smartphones or tablets, or micro-consoles that play games from the
Android ecosystem.
Mintel’s forecast is for a console market value of £1,894 million in 2018. This is based on a steady
popularity of the Xbox One and PlayStation 4, along with a more substantial sales boost for the Wii U
with the release of popular franchise content.
The best-case scenario takes the value of the video game market from £1,232 million in 2013 to a
value of £3,123 million in 2018. This scenario is based on strong console sales supporting an
ecosystem where high numbers of consumers purchase games charged at traditional boxed console
game prices (ie between £30 and £50).
The worst-case scenario takes the value of the video game market from £1,232 million in 2013 to
£2,167 million in 2018. This scenario presupposes a steady rate of sales for games on old and new
consoles, but with more games being given away for substantially lower prices and monetised through
the in-application purchases (revenue from which is not captured in these forecasts).
Mintel's forecast for the video game market is a value of £2,646 million in 2018. This is based on
substantial sales of top franchise games across the PlayStation 4, Xbox One and the Wii U, but with a
market dynamic that starts to favour freemium game releases in the years leading up to 2018.

UK, September 2013
FIGURE 14: FORECAST VALUE OF VIDEO GAME AND CONSOLE SALES, 2008-18
8,000
Best case (£m)
7,433
7,000
6,000
Market value (£m)
5,000
4,540
4,000
3,000 Worst case (£m)

(£m) 2,786
1,774
2,000
1,000
95%
90%
00
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 70%
Est. 50%
Actual Forecast
SOURCE: MINTEL
FIGURE 15: FORECAST VALUE OF CONSOLE SALES, 2008-18
6,000
5,000
Best case (£m)

Market value (£m)
4,308
4,000
95%
90%
3,000 70%
50%
2,000 Mintel forecast (£m)
1,894
(£m) Confidence intervals

1,000 542
Worst case (£m)
619
00
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Est.
Actual Forecast
SOURCE: MINTEL

UK, September 2013
FIGURE 16: FORECAST VALUE OF VIDEO GAME SALES, 2008-18
4,000
3,500
Best case (£m)
3,000 3,125
Market value (£m)

2,500 2,646
Worst case (£m)
2,000 2,167
(£m)
1,500 1,232
1,000
500
95%
90%
00
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 70%
Est. 50%
Actual Forecast
SOURCE: MINTEL

UK, September 2013

Market Share and Segmentation Video Games and Consoles
UK, September 2013
Market Share and Segmentation

Key points
 It has been hard for Nintendo to motivate casual gaming owners of the Wii to purchase
another console, especially without the presence of familiar, big-name franchise releases, as
the Wii U currently lacks. Domination of the Xbox One and PlayStation 4 at the end of 2014
in terms of market share of unit sales should be obvious.
 In 2013 the PS4 is launching with considerably more brand equity than the Xbox One, after
the confused and quickly reversed policies announced by Microsoft. Sony’s offering also has
the benefit of a lower price, and its lifetime sales are likely to be much more competitive with
the Xbox One than the PlayStation 3 has been against the Xbox 360.
 One of the standout publisher results was for Activision, which published only 10% of the
top 30 selling releases in 2012 (Call of Duty: Black Ops II on two platforms, and Call of Duty:
Modern Warfare 3), but which then went on to acquire 23% of the unit sales of the top 30
games, thanks to those franchises’ massive popularity.
Console volume sales down almost a third in a year

FIGURE 17: TOTAL UK CONSOLE VOLUME SALES, 2011-12 AND LIFETIME
2011 2012 Lifetime 2011-12

'000 '000 '000 % change
Xbox 360 1,545 1,138 8,652 -26.3

3DS 946 900 1,846 -4.9
PS3 1,061 867 5,670 -18.3
Wii 684 291 8,679 -57.5
PS Vita - 288 288 Na
PSP 404 131 4,497 -67.6
DS 657 102 12,948 -84.5
Wii U* - 97 97 na
Total 5,297 3,814 42,677 -28.0
* 2012 figure for December only.

UK, September 2013
FIGURE 18: TOTAL UK CONSOLE VOLUME SALES, BY CONSOLE, 2012
DS Wii U
PSP 3% 2%
3%
PS Vita
7%
Xbox 360
Wii 30%
8%
PS3
23%
3DS
24%
Total volume sales of consoles fell by over a quarter between 2011 and 2012, as consumer demand for
the devices continued to decline. This was mostly due to an increasingly saturated market as the
current crop of consoles reach the end of their lifecycle.
The fastest drops have come from the oldest models, with sales of the Nintendo DS and the PSP
falling by 85% and 68% respectively.
Not all of these lost old-generation sales have transferred to the newer models though – the Nintendo
3DS also lost sales between 2011 and 2012, though by a much more modest 4.9%.
Comparisons over two years between the PSP and the PlayStation Vita cannot be made as the latter
console was only released in 2012. Given the lacklustre performance of the device worldwide (see
Market Drivers section of this report), it is unlikely that its performance in the UK has been
particularly robust. The Console Ownership and Intention to Purchase section of this report reveals UK
Vita ownership to be only 6% as of July 2013.
The performance of the Wii U is also hard to judge, given that the console was only released in
December 2012, meaning the 97,000 unit sales tracked in the figure above are representative of a
single month, rather than the whole year.
Data from VGChartz demonstrate the massive disparity between December sales and sales over the
rest of the year, for all consoles.
FIGURE 19: EUROPEAN PS3, XBOX 360 AND W II VOLUME SALES, 2012
PS3 Xbox 360 Wii
Average monthly volume sales January-November ('000) 371 228 137

December volume sales ('000) 1,300 860 528
Multiplier for December sales compared to Jan-Nov average 3.5 3.8 3.9
% of annual sales made in December (%) 24.2 25.5 25.9

UK, September 2013
Consoles consistently sell approximately three and a half times as many units in December as in the
rest of the year. This tends to equate to a quarter of their annual sales.
Taking this value, we can extrapolate the Wii U sales from Figure 19 to give hypothetical annual
volume sales of 390,000 units for the console – far below the 1.1 million UK sales taken by the Xbox
360 and under half that taken by the PlayStation 3.
Key analysis: The Wii U’s poor performance is troubling – according to Mintel’s hypothetical
annual performance, the console would barely have outsold its predecessor over 2012, a similar
behaviour to that seen by the 3DS before its price cut.
The performance of the PlayStation 4 and Xbox One will undoubtedly be much better. Nintendo
captured an enormous segment of the casual gamer market with the Wii, but these consumers’
interest waned swiftly. Mintel’s Video Games and Consoles – UK, October 2012 report included
data from TGI demonstrating this. In 2009, 4% of consumers purchased an Xbox 360, with this
proportion changing only 0.2 percentage points by 2012. The same is broadly true for the
PlayStation 3. The Wii by contrast was purchased by 10% of adults in 2009 at the height of its
popularity, and only 2% in 2012 – an extremely precipitous drop indicative of a swift decline in
interest amongst its casual player base.
It will be very hard to motivate these casual gamers to purchase another console, especially without
the presence of familiar, big-name franchise releases, as the Wii U currently lacks. Sony and
Microsoft are unlikely to encounter the same problem, and the domination of the Xbox One and
PlayStation 4 at the end of 2014 in terms of market share of unit sales should be obvious.
Xbox 360 took half of all fixed sales in UK in 2012

FIGURE 20: TOTAL UK FIXED CONSOLE VOLUME SALES, BY CONSOLE, 2012 AND LIFETIME
* less than 1%
Thanks to continuing strong sales in the UK over 2012, the Xbox 360 has closed the gap with the Wii,
now taking an almost equal proportion of total current-generation lifetime fixed console sales.

UK, September 2013
The PS3 by contrast took over a third of all fixed console sales in 2012, but accounts for only a quarter
of current-generation lifetime volume sales. This suggests that the console’s performance in recent
years has been more successful than previously, likely due to successive price cuts.
Key analysis: This pattern of Xbox dominance is extremely unlikely to be repeated with the next-
generation crop of consoles. The PlayStation 3 was hamstrung at initial launch by a significantly
higher price tag than main competitor the Xbox 360, leading to significantly slower initial sales. A
commonly accepted stronger line-up of launch titles for the Xbox 360 also increased initial interest.
In 2013 though, the PS4 is launching with considerably more brand equity after the confused and
contradictory policies announced by Microsoft. Sony’s offering also has the benefit of a lower price,
and its lifetime sales are likely to be much more competitive with the Xbox than previously. The
manufacturer announced that pre-orders worldwide had reached 1 million units very shortly after
they opened in July, and months before the actual December release.
DS remains much more popular lifetime console

FIGURE 21: TOTAL UK PORTABLE CONSOLE VOLUME SALES, BY CONSOLE, 2012 AND LIFETIME
The 3DS is currently dominating sales of the handheld market – taking over two thirds of all UK sales
in 2012.
The Vita’s share of 2013 sales will increase, partly thanks to the price cut announced in August 2013,
and partly as integration with the PS4 increases the value of the handheld for PlayStation owners.
Looking forward into the medium to longer term though, the long refreshment cycles between
handhelds will become a distinct problem. Smartphones manufactured between 2014 and 2015 are
likely to be as powerful as the PlayStation Vita is at the moment. Although the Apple iPhone 5
smartphone has only a dual-core processor compared to the Vita’s quad-core, some developers note
that the portable console rarely pushes itself to the limit in order to conserve battery, and that current-
generation iPhone games can look as visually impressive as dedicated Vita games.

UK, September 2013
By 2016, with each annual smartphone generation getting successfully more powerful and graphically
adept, smartphones will have thoroughly outstripped dedicated handhelds in terms of processing
capabilities.
3D functionality – the 3DS’ current point of differentiation – is also available to smartphone

manufacturers if they so choose to include it.
The only benefit that can be had at that point in dedicated portable consoles will be the physical
buttons that allow for more enjoyable control of games than a standard mobile or tablet touchscreen, or
any additional functionality provided by the pairing of the device with another machine, like a fixed
console.
However, in the years leading on from 2013, Mintel expects Sony to heavily push Vita integration
with the PlayStation 4, in order to boost the appeal of the handheld as part of the wider PlayStation
integrated ecosystem.

UK, September 2013
Shooters and action games take the top spots

FIGURE 22: TOP 30 BESTSELLING GAMES, BY PLATFORM, GENRE AND SALES, 2012
Rank Title Platform Genre Volume

Sales
1 Call of Duty: Black Ops II Xbox 360 Shooter 1,679,121

2 FIFA 13 Xbox 360 Sports 1,333,419
3 Call of Duty: Black Ops II PS3 Shooter 1,115,121
4 FIFA 13 PS3 Sports 1,026,687
5 Halo 4 Xbox 360 Shooter 782,271
6 Just Dance 4 Wii Misc 553,678
7 Assassin's Creed III Xbox 360 Action 515,859
8 Assassin's Creed III PS3 Action 372,675
9 Far Cry 3 Xbox 360 Shooter 345,712
10 Kinect Adventures! Xbox 360 Misc 344,096
11 Hitman: Absolution Xbox 360 Action 327,822
12 The Elder Scrolls V: Skyrim Xbox 360 Role-Playing 314,608
13 Mass Effect 3 Xbox 360 Role-Playing 310,899
14 Borderlands 2 Xbox 360 Shooter 310,143
15 New Super Mario Bros. 2 3DS Platform 278,467
16 Forza Motorsport 4 Xbox 360 Racing 265,472
17 Hitman: Absolution PS3 Action 260,372
18 Mario & Sonic at the London 2012 Olympic Games Wii Sports 255,716
19 Mario Kart 7 3DS Racing 230,609
20 Pokémon Black Version 2 DS Role-Playing 229,623
21 FIFA 12 Xbox 360 Sports 227,525
22 Super Mario 3D Land 3DS Platform 220,573
23 FIFA Street Xbox 360 Sports 217,976
24 London 2012: The Official Video Game of the Olympic Xbox 360 Sports 210,847
Games
25 Battlefield 3 Xbox 360 Shooter 199,358
26 Forza Horizon Xbox 360 Racing 195,305
27 Call of Duty: Modern Warfare 3 Xbox 360 Shooter 191,317
28 Far Cry 3 PS3 Shooter 186,647
29 Need for Speed: Most Wanted PS3 Racing 185,395
30 Resident Evil 6 Xbox 360 Action 185,174
Platform total: Xbox 360 - 7,956,924

PlayStation 3 - 3,146,897
Wii - 809,394
3DS - 729,649
DS - 229,623
Grand Total 12,872,487
Big franchises dominated the top selling games of 2012, with over half the top ten games by sales
volume coming from just three franchises: Call of Duty, FIFA and Assassin’s Creed. Over half of all
the top 30 selling games in 2012 were in either the shooter or action genre.
Although console sales favoured the Xbox 360 only slightly over 2012, the console has a much bigger
dominance when it comes to software sales.

UK, September 2013
FIGURE 23: PLATFORM SHARE OF TOP 30 BESTSELLING VIDEO GAME UNIT SALES, 2012
DS
2%
3DS
Wii 6%
6%
PS3
24%
Xbox 360
62%
Key analysis: There are five titles in the top 30 list that have an entry for both the PS3 and the Xbox
360. There are a further 13 titles in the top 30 list that have an entry for the Xbox 360, but not the
PlayStation 3. It is telling that of these 13, only four are exclusive to the Xbox platform. The other
nine are available cross-platform, but did not sell as well on the PlayStation 3.
The Xbox 360 has become a firm favourite over its lifetime for huge multiplayer shooter franchises,
like Call of Duty. The data above show that whilst in some rare cases the PS3 has actually
accumulated similar sales to the Xbox 360 – for games like FIFA 13 or Assassin’s Creed III – on
balance, the Xbox 360 tends to outsell the PlayStation 3, likely because of the greater install base.
The PlayStation 4 may see a higher rate of game sales than the PlayStation 3. This will not
necessarily be thanks to more popular franchises, but more a natural consequence of the greater
market share that the console is expected to grab, with its lower price point and higher level of
consumer interest (see the Interest in Purchasing Next-Generation Consoles section of this report).

UK, September 2013
EA takes the majority of sales, though Activision has bigger hits

FIGURE 24: PUBLISHER SHARE OF TOP 30 BESTSELLING VIDEO GAME UNIT SALES, 2012
Take-Two Capcom
Bethesda Interactive 1%
Softworks 2%
3%
Square Enix
5% Sega
4%
Electronic Arts
Nintendo 27%
8%
Microsoft Game
Studios
12%
Activision
23%
Ubisoft
15%

UK, September 2013
FIGURE 25: PUBLISHER SHARE OF TOP 30 BESTSELLING VIDEO GAME TITLES, BY NUMBER OF TITLES RELEASED, 2012
Take-Two
Bethesda Capcom
Interactive
Softworks 3%
3%
3%
Square
Enix
Electronic Arts
7%
23%
Sega
7%
Activision
10%
Ubisoft
17%
Nintendo
13% Microsoft
Game Studios
14%
EA, the biggest global publisher of games, captured 27% of unit sales of the top 30 performing games
in 2012. The publisher also released 23% of the titles in the list, giving it a relatively well-balanced
share of unit sales per title.
Most of EA’s content from the top list was Xbox 360-based, aimed at younger male players. Only one
of the seven games released by the company wasn’t a shooter or a sports game: Mass Effect 3.
Many of the publishers in the list have a similarly balanced share of published titles and unit sales.
Ubisoft published 17% of the top 30 titles, and gathered 15% of unit sales. Microsoft Game Studios
published 14% of the top 30 titles, gathering 12% of the unit sales.
One of the standout results though was Activision, which published only 10% of the top 30 titles (Call
of Duty: Black Ops II on two platforms, and Call of Duty: Modern Warfare 3), but which then went on
to acquire 23% of the unit sales of the games. The large disparity here was thanks to the huge
popularity of the franchises.
Similarly, Nintendo’s unit sales from titles in the top 30 list came entirely from releases that came out
of huge franchises: Mario Kart, Super Mario Bros., Pokémon and Super Mario. The lack of a
significant Nintendo presence in the 2012 publisher share is more testimony to the extremely poor
performance of the Wii U. It should improve by 2014, however, as more traditionally popular
Nintendo franchise titles are released for the newer console.

Companies and Products Video Games and Consoles
UK, September 2013
Companies and Products

The companies profiled in this section are selected by Mintel as being a sample of businesses which
reflect the wider video game and console industry. They are the top three publishers of the bestselling
games by volume in 2012 as detailed in the Market Share and Segmentation section of this report,
alongside manufacturers of the three major static consoles. Profiles are presented alphabetically.
Activision Blizzard, Inc.

www.activisionblizzard.com
Background
Activision Blizzard, Inc. publishes games for a range of platforms including PCs, consoles, handheld
devices and online. The company is headquartered in Santa Monica, California and has three divisions:
Activision Publishing, Inc., Blizzard Entertainment, Inc. and Activision Blizzard Distribution. As the
holding company, Activision Blizzard publishes games under the names of its various subsidiaries.
Activision Publishing develops and publishes games and interactive content such as the bestselling
Call of Duty franchise. Blizzard Entertainment focuses on publishing real-time strategy, role-playing
and online subscription-based games, like online subscription-based role-playing game World of
Warcraft. Activision Blizzard Distribution provides warehousing, logistical and sales distribution in
Europe.
The UK division operates under the name Activision Blizzard UK Limited.
The company is listed on the NASDAQ Stock Exchange.

UK, September 2013
Financial performance and strategy
FIGURE 26: FINANCIAL PERFORMANCE OF ACTIVISION BLIZZARD, INC., 2011 AND 2012
Year ended 31 December 2011 2012 % change

$m $m 2011-12
Net revenue:
– Product sales 3,257 3,620 +11.1
– Subscription, licensing and other 1,498 1,236 -17.5
Total 4,755 4,856 +2.1
Net revenue by region:

– North America 2,405 2,436 +1.3
– Europe 1,990 1,968 -1.1
– Asia Pacific 360 452 +25.6
Net revenue by segment:

– Activision 2,828 3,072 +8.6
– Blizzard 1,243 1,609 +29.4
– Distribution 418 306 -26.8
Net revenue by platform:

– Personal Computer (PC) and other 374 1,214 +224.6
– Microsoft Xbox 360 1,140 1,019 -10.6
– Online subscriptions 1,357 986 -27.3
– Sony PlayStation 3 948 876 -7.6
– Nintendo Wii 351 291 -17.1
– Handheld 167 164 -1.8
Operating profit 1,328 1,451 +9.3
Operating profit by segment:

– Activision 851 970 +14.0
– Blizzard 496 717 +44.6
– Distribution 11 11 +0.0
Pre-tax profit 1,331 1,458 +9.5
SOURCE: COMPANY ANNUAL REPORT/MINTEL
Activision Blizzard, Inc. reported a 2% rise in revenues to $4.9 billion in the year ended 31 December
2012 compared to the previous year. This growth was driven by sales in Asia Pacific, as Europe
revenue fell 1.1% over the period. Revenue in North America remained stable with a slight increase of
1.3%.
Meanwhile, Activision Blizzard UK Ltd fell 11.2% to $346 million from $389 million in 2011.
Operating profit dropped 24% to $6.2 million from $8.3 million the previous year.
Global revenue from ‘PC and other platforms’ soared 224.5% to become the largest revenue source at
$1.2 billion. Revenue from online subscriptions meanwhile fell by 27.3%. Sales of games on the Xbox
360 platform remained the second-largest revenue source, though they suffered a 10.6% dip.
Blizzard’s 29.4% rise in net revenue in 2012 was owing to the release of Diablo III in May 2012 and
World of Warcraft: Mists of Pandaria in September 2012. The 8.6% rise in Activision’s revenues was
driven primarily by the Skylanders franchise with the launch of Skylanders Giants in Q4 2012 and
continuing revenues from the release of Skylanders Spyro’s Adventure in Q4 2011. The company
attributed the 26.8% fall in distribution revenues to the weak UK market.

UK, September 2013
Operating profit increased 9.3% to $1.5 billion in 2012 driven mainly by the Blizzard division which
saw a 44.6% rise in operating profit due to higher revenues. Activision’s 14% rise in operating profit
was driven by lower sales and marketing costs.
The company’s strategy remains focused on its shift towards digital delivery of games and online
services. It is looking to improve its World of Warcraft and Call of Duty online communities with
additional content and increased connectivity for consumers, across more devices.
Electronic Arts Inc

www.ea.com/uk
Background
Electronic Arts Inc. (EA) develops, publishes, markets and distributes game software and services for
a variety of platforms, including consoles, PCs, mobile devices and social networking sites. Founded
in 1982, the company has a global reach with headquarters in the United States (US) as well as offices
in Canada, Europa and Asia. EA acquired UK-based Criterion Software in August 2004, and the
company now acts as EA’s UK arm.
EA publishes games for the Xbox 360, Xbox Live, PS2, PS3, PS Network, PS Portable (PSP), Wii,
Nintendo 3DS, Nintendo Wii, Nintendo DS and Nintendo DSi. The company's mobile division
releases games on Android devices, iOS devices and Kindles. EA also releases games for computer
platforms such as the Mac and PC, as well as games specifically designed for release on social
networks such as Facebook.
EA Games label software is developed in studios across the globe, including (but not limited to)
BioWare, Black Box, Criterion, DICE, Phenomic and EA Partners (EA Partners group works with
third-party and external developers/studios such as Music Television (MTV), Harmonix, Epic,
Grasshopper, Respawn and Valve).
The company’s brand portfolio includes high-profile franchises such as Battlefield, Mass Effect, Need
for Speed, The Sims, FIFA and Star Wars: Knights of The Old Republic.
EA offers games for download through its Origin digital distribution platform.
The company is listed on the NASDAQ Stock Exchange.

UK, September 2013
FIGURE 27: FINANCIAL PERFORMANCE OF ELECTRONIC ARTS INC., 2012 AND 2013
Year ended 31 March 2012 2013 % change

$m $m 2012-13
Net revenue 4,143 3,797 -8.4
Net revenue by region:

– North America 1,991 1,701 -14.6
– Europe 1,898 1,867 -1.6
– Asia 254 229 -9.8
Net revenue by composition:

– Publishing and other 2,674 2,164 -19.1
– Wireless, internet-derived and digital advertising 518 472 -8.9
– Distribution 223 102 -54.3
Operating profit 35 121 +245.7
SOURCE: COMPANY ANNUAL RESULTS/MINTEL
EA reported revenues of $3.8 billion for the year ended 31 March 2013, down 8.4% from the previous
year. While North America suffered the largest drop in revenue, followed by Asia, the company’s
revenue in Europe fell by just 1.6%. Europe contributed the largest proportion of the three regions’
revenue at $1.9 billion. Despite the decreasing revenue, operating profit soared with an increase of
245.7% to $121 million, partially as more sales become high-margin digital content.
Net revenue was driven by sales of FIFA 13, Battlefield 3 and FIFA 12. The substantial increases in
operating profit and pre-tax profit have also been attributed to a $39 million gain on strategic
investment from the sale of the company’s investment in Neowiz, as well as a $222 million decrease in
operating expenses.
Looking to the future, EA’s strategy remains focused on its shift from physical products to
downloadable content and services. It aims to transform its intellectual properties into year-round
businesses, developing downloadable content and extensions on new platforms. For the first time in
Q3 2013, the majority of EA’s revenue (some 50.7%) came from digital sources. The swap to digital
content sales for the company meant that in terms of value sales, the publisher’s biggest retail partner
for the quarter was the iTunes store.
The company expects the revenue from wireless, internet-derived advertising products and services to
grow in the coming years as digital becomes increasingly important. It has over 2012 and 2013 been
focusing more on the provision of mobile games and its free-to-play content. In Q3 2013 the company
made some $37 million from all game downloads worldwide, but $177 million from in-app purchases
in free-to-play games. It is likely it will continue focusing on this area as a result.
Microsoft Corporation
www.microsoft.com
Background
Microsoft Corporation develops, licenses and supports a wide range of products and services,
including the Xbox 360 gaming and entertainment console. Microsoft has a number of UK offices,
with UK headquarters Microsoft UK based in Reading.

UK, September 2013
The company has five divisions: Windows & Windows Live Division; Server and Tools Division;
Online Services Division; Microsoft Business Division; and Entertainment and Devices Division.
The Entertainment and Devices Division develops and markets products and services. These include
the Xbox platform which incorporates the Xbox 360 console, video games and accessories, Kinect for
Xbox 360, Xbox LIVE and the soon-to-be-released Xbox One.
Microsoft’s Xbox LIVE service enables online gaming and social networking and also grants users
access to a wide variety of video, gaming and entertainment content.
Microsoft Corporation is listed on the NASDAQ Stock Exchange.

FIGURE 28: FINANCIAL PERFORMANCE OF MICROSOFT CORPORATION, 2011 AND 2012
Year ended 30 June 2011 2012 % change

$m $m 2011-12
Revenue 69,943 73,723 +5.4
Revenue by region:
– United States 38,008 38,846 +2.2
– Other 31,939 34,877 +9.2
Revenue by segment:
– Entertainment and Devices Division revenue* 8,915 9,593 +7.6
Operating profit 27,161 21,763 -19.9

– Entertainment and Devices Division revenue* 1,257 364 -71.0
* Entertainment and Devices Division includes the Xbox 360, including Kinect for Xbox 360 and Windows Phone

Microsoft Corporation reported a 5.4% increase in revenue to $74 billion for the year ended 30 June
2012. Operating profit fell 19.9% to $21.8 billion. Within the Entertainment and Devices Division,
revenue was up 7.6% on the previous year, but operating profit slid 71% to $364 million.
Revenues from the Xbox 360 platform fell $113 million due to the lower volume sales of Kinect for
Xbox 360 and lower volume sales of video games. This drop was partially a reflection though of the
unusually high 2011 sales performance supported by the popularity of Halo Reach in 2011. The fall in
game revenues was offset in part by higher Xbox LIVE revenue.
The company shipped 13 million Xbox 360 consoles during the fiscal year 2012 compared to 13.7
million in 2011. These shipments were partly to non-Western territories. The increase in the
Entertainment and Devices Division revenue was driven by Skype and Windows Phone sales.
Operating profit for the division decreased as a result of lower operating expenses.
Over 2014, Microsoft will be focusing on maximising the initial impact of the Xbox One launch, in
terms of brand and device awareness. The company is also dedicated to improving sales of the Kinect
series of peripherals, with the device due to be bundled with the new console to increase reach.

UK, September 2013
Microsoft has experimented with offering discounted consoles if consumers purchase at the same time
a two-year subscription to the Xbox LIVE service. Although it is unlikely the company will want to
devalue the next-generation console by doing the same at launch, it will continue to seek to boost
LIVE membership across console owners, possibly though strong advertisements of the media services
(such as Netflix access) available to LIVE subscribers.
Nintendo Co., Ltd

www.nintendo.co.uk
Background
Nintendo Co., Ltd. develops, manufactures and markets consumer entertainment products including
consoles, handheld devices and games. Nintendo’s UK branch is part of Nintendo’s Europe division.
Nintendo’s portfolio includes the Wii console, Wii U and the Nintendo DS and Nintendo 3DS
handheld gaming family of devices. The company also develops and publishes games such as Luigi’s
Mansion: Dark Moon, Pokémon Black/White Version 2 and New Super Mario Bros. 2.
Nintendo Co., Ltd. is listed on the Tokyo Stock Exchange.

FIGURE 29: FINANCIAL PERFORMANCE OF NINTENDO CO., LTD., 2012 AND 2013

$m $m 2012-13
Net sales 6,874 6,744 -1.9
Net sales by region:

– The Americas 2,664 2,512 -5.7
– Europe 2,307 1,803 -21.8
– Japan 1,573 2,218 +41.0
– Other 330 211 -35.9
Net sales by segment:

– Handheld Hardware 2,490 2,412 -3.1
– Handheld Software 1,359 1,535 +13.0
– Home Console Software 1,231 1,453 +18.0
– Home Console Hardware 1,246 819 -34.3
– Other 16 16 -1.0
Operating profit -396 -386 -2.4
Pre-tax profit -646 108 -

Nintendo Co., Ltd sales fell 1.9% to $6.7 billion in the year ended 31 March 2013. The only region
that saw positive sales growth was Japan with 41% growth. Meanwhile Europe net sales were down
21.8% from 2012.
Hardware net sales dropped in 2013, particularly in home console hardware where sales declined
34.3%.

UK, September 2013
Operating profit improved marginally although it remains in the negative at a loss of $386 million.
Pre-tax profit increased dramatically, from a loss of $646 million in 2012 to a profit of $108 million.
This is thanks to increasing profitability of the 3DS hardware, and increased 3DS software sales
globally.
In January 2013 the company announced that while sales of Nintendo 3DS hardware had risen 11%
year on year and software by 41%, these had not offset the falling sales of Wii and Nintendo DS
hardware and software. The success of the 3DS has been driven by titles such as Mario Kart 7, Super
Mario 3D Land and Fire Emblem Awakening. As of 31 March 2013, 31.09 million hardware units of
the 3DS and 95.03 million units of its software had been sold.
Nintendo is looking to capitalise on the 3DS’ success and keep its momentum running by releasing
more titles for the platform. Sales of the Wii U have so far been disappointing, with only 160,000 units
sold in the three months to June 2013 (compared to 1 million Xbox 360 consoles sold by Microsoft).
The Wii U has sold a total of 3.6 million consoles units worldwide since launch in November 2012.
Nintendo attributes these low sales to a lack of attractive game software for the console. It anticipates
that the release of a raft of high-visibility franchise titles over Q4 2013 and the first half of 2014 will
increase console sales.
Sony Corporation
www.sony.co.uk
Background
Sony Corporation’s operations in the video games industry include developing, designing,
manufacturing and selling video games, consoles and software in addition to a wide range of electronic
equipment.
The business is divided into a number of segments: Consumer Products and Services; Professional
Device & Solutions; Pictures; Music; Financial Services; Sony Mobile Communications; and Other.
Sony’s Game business is included in the Consumer Products and Services segment. This includes the
PlayStation 3, the PlayStation Vita, the PSP handheld gaming devices and the PlayStation Network.
Within the UK, Sony’s Game business operates through subsidiary Sony Computer Entertainment
Europe. The UK office is in Weybridge, Surrey.
Sony Corporation is listed on the New York and the Tokyo Stock Exchanges.

UK, September 2013

FIGURE 30: FINANCIAL PERFORMANCE OF SONY CORPORATION, 2012 AND 2013

$m $m 2012-13
Net sales 58,582 60,327 +3.0

Operating profit -713 2,439

– Game* 9 7 -12.2
Pre-tax profit -882 2,604
* hardware and software businesses
The 18.5% drop in sales within the Consumer Products and Services division was impacted by a
decrease in sales in the games business. Sales of the PlayStation 3 hardware were lower due to a price
reduction and PlayStation 2 sales dropped following platform migration.
In April 2012 Sony announced its integrated new management approach, ‘One Sony’. This is aimed at
increasing efficiency and accelerating decision-making across the group to drive growth. Within the
games business it is focusing on strengthening and expanding the sales of downloadable game titles on
the PlayStation Network and subscription services on PlayStation Plus.
Sony’s operating income was $2.439 billion for 2012 – a significant improvement on the $713 million
loss the year before. This gain in income was primarily due to the sale of various company assets, as
well as improved results in the television business, financial services and picture segments.
Moving forward, Sony is looking to strongly push take-up of the PlayStation Vita over 2014, as well
as increase subscriptions to its online PlayStation Plus service. The company is slowly orienting itself
to a more cloud-focused gaming proposition.
Ubisoft Entertainment SA
www.ubi.com
Background
Ubisoft Entertainment SA develops, publishes and distributes video games for a variety of platforms.
With headquarters in France, the company has 26 studios across the world with its UK office based in
Surrey. The company operates through a number of subsidiaries including Ubisoft Inc in the US,
Ubisoft Ltd in the UK, Ubisoft GmbH in Germany and Ubisoft France SAS in France.
Ubisoft’s portfolio includes hit franchises such as Assassin’s Creed, Driver and casual games Just
Dance and Rocksmith. New releases for 2013 include ZombiU for Wii U and Far Cry 3 for Xbox 360
and PlayStation 3.
Ubisoft Entertainment SA is listed on the Paris Stock Exchange.

UK, September 2013
FIGURE 31: FINANCIAL PERFORMANCE OF UBISOFT ENTERTAINMENT, 2012 AND 2013
Year ended 31 March 2012 2013 2012-2013

$m $m % change
Revenue by geographic destination:
– United States and Canada 717 851 +18.8

– Rest of Europe 191 230 +20.1
– United Kingdom 142 155 +9.0
– France 124 154 +23.7
– Germany 92 101 +9.7
– Asia Pacific 83 105 +26.2
– Rest of the world 10 13 +25.0
– Total Europe 550 640 +16.3
Operating profit 59 113 +92.7
Revenue share by platform: % % % point change
– Microsoft Xbox 360 29 34 +17.2

– PlayStation 3 22 30 +36.4
– Nintendo Wii 33 16 -51.5
– PC 7 9 +28.6
– Other 3 4 +33.3
– PlayStation Vita 1 2 +100.0
– Nintendo DS 2 1 -50.0
– Nintendo 3DS 2 1 -50.0
– PlayStation Portable 1 0 -100.0
Total Revenue 1,361 1,611 +18.4

Ubisoft Entertainment saw revenue increase 18.4% to $1.6 billion in the year ended 31 March 2013.
Asia Pacific was the strongest performer with a 26.2% increase in revenue, with the UK pulling the
overall revenue increase down with a 9% rise in revenue.
Microsoft’s Xbox 360 revenues accounted for the largest proportion of Ubisoft revenues at 34% in
2013, up from 29% in 2012. PlayStation 3 revenue also rose while Nintendo’s Wii share of Ubisoft’s
revenues fell from 33% to 16% alongside the falling popularity of the console. Ubisoft announced that
it would not be creating a successor to ZombiU – its Wii U zombie shooter – after poor performance
by the title.
The company’s operating profit soared during the year by 92.7% to $113 million. It attributed this
strong performance to increased sales of games marketed through forming closer relationships with fan
communities. Many game releases last year were accompanied by marketing campaigns such as
Assassin’s Creed 3’s American Revolution trailer. In the period it sold more than 12.5 million units
(sell-in and digital). Far Cry 3 sold over 6 million units (sell-in and digital).
Online and digital revenues grew significantly to account for 12% of overall sales in the year.
Looking ahead, Ubisoft is looking to focus on next-generation games, integrating online and social
elements into titles released for the next-generation consoles.

Brand Communication and Promotion Video Games and Consoles
UK, September 2013
Brand Communication and Promotion

Key points
 Sony and Microsoft may be preparing for a disc-free gaming environment sometime in the
next ten years; as of 2012 though, adspend for video games is almost exclusively for disc-
based content. Downloads for games are linked to from within the dashboards of console
interfaces at no cost to the manufacturer.
 Console adspend fell to its lowest level in four years in 2012 – only £1.6 million, an 85%
reduction on adspend in 2009, when the Wii was at the height of its popularity.
 Mintel would expect this figure to double by the end of 2013, and to have quadrupled by the
end of 2014 as Sony and Microsoft look to establish firm initial interest in their next-
generation devices.
Games software takes the majority of adspend

FIGURE 32: VIDEO GAME AND CONSOLE TOPLINE CATEGORY ADSPEND, BY MEDIA, 2012
Game Accessories Consoles Disc Games Total % of total

Downloads
£ £ £ £ £
TV - 1,498,929 3,303,112 27,666,283 32,468,324 67.2

Press 4,134 305,201 886,693 5,599,224 6,795,252 14.1
Cinema - - 884,805 4,715,685 5,600,490 11.6
Internet - 74,154 262,323 1,350,124 1,686,601 3.5
Outdoor - - 827,510 744,357 1,571,867 3.3
Radio - - - 139,210 139,210 0.3
Direct Mail - - - 25,554 25,554 0.1
Total 4,134 1,878,284 6,164,443 40,240,437 48,287,298 100.0

% of total * 3.9 12.8 83.3 100
* less than 0.1%
SOURCE: NIELSEN MEDIA RESEARCH/MINTEL

Television accounted for the majority of adspend in the video game and console market in 2012, with
almost 70% of all adspend going to the medium.
This will not change in the near future. Whereas for other entertainment products like music and video,
advertising digital content across the internet is starting to become more prevalent, TV provides the
perfect medium on which to demonstrate video game gameplay.
Because so much of the appeal for gamers comes from the graphical quality of gameplay, advertisers
may be reluctant to advertise on the internet in case automatic compression or degradation of the
image occurs, thanks to the viewer having a poor internet connection. This may in turn negatively
impact the consumer’s opinion of the game.
Press advertisements by contrast tend to focus on price comparisons. Seven of the top ten advertisers
by press adspend in 2012 were retailers, rather than manufacturers, game developers or publishers.

UK, September 2013
FIGURE 33: PRESS-BASED ADSPEND, BY COMPANY, 2012
Rank Company Category Spend

£
1 Sony Computer Entertainment Manufacturer/Publisher 952,507

2 Game Digital Ltd Retailer 710,532
3 Tesco Plc Retailer 692,214
4 Nintendo (UK) Ltd Manufacturer/Publisher 511,295
5 HMV Music Ltd Retailer 490,123
6 Asda Stores Ltd Retailer 481,404
7 Blockbuster Entertainment Ltd Retailer 470,546
8 Microsoft Ltd Manufacturer/Publisher 349,017
9 Sainsbury’s Supermarkets Ltd Retailer 310,939
10 Activision Blizzard Publisher 268,320
Key analysis: Sony and Microsoft may be preparing for a disc-free gaming environment sometime
in the next ten years; the PlayStation 4 and Xbox One are unarguably more focused on digital
acquisition than any console previously, with robust channels for streaming and game downloading
built into both units.
As of 2012 though, adspend for video games is almost exclusively for disc-based content. Downloads
for games are linked to from within the dashboards of console interfaces.
Game console adspend set to explode over 2014

FIGURE 34: VIDEO GAME AND CONSOLE DETAILED CATEGORY ADSPEND, 2009-12
2009 2010 2011 2012 2009-12

£ £ £ £ % change
Console games 25,306,050 42,726,830 52,624,830 29,683,466 +17.3

Handheld games 12,019,342 10,369,555 13,982,605 8,797,246 -26.8
Handheld consoles 6,053,896 7,227,461 5,015,951 6,164,443 +1.8
Gaming accessories 150,522 3,494,727 4,359,320 1,878,284 +1147.8
Game consoles 10,828,411 6,647,890 2,880,780 1,614,800 -85.1
Pre-owned games 118,886 260,182 351,354 129,510 +8.9
Pre-owned consoles 21,833 16,245 31,650 15,415 -29.4
Handheld downloads - - - 2,676 na
Console downloads - 7,405 - 1,458 -80.3
Pre-owned accessories - - 14,542 - na
Pre-owned handheld consoles - - 13,953 - na
Total 54,498,940 70,750,295 79,274,985 48,287,298 -11

Console adspend fell to its lowest level in four years in 2012 – only £1.6 million, an 85% reduction on
adspend in 2009, when the Wii was at the height of its popularity.
Mintel would expect this figure to double by the end of 2013 and to have quadrupled by the end of
2014 as Sony and Microsoft look to establish firm initial interest in their next-generation devices.
Console games contributed approximately 61% of all category adspend in 2012, though the £29
million spent represented a significant drop from the £52 million seen the year before. This is likely
thanks to the industry gently winding down from two years of heavy releases, in preparation for the
new hardware crop.

UK, September 2013
Of the 30 top console game advertisers in 2011 for instance, 25 had increased their adspend levels
from 2009, many by over 1,000%. The adspend of the likes of Microsoft, Ubisoft, Sony and Activision
all grew by at least 400% between the two years.
By contrast, of the 30 top advertisers in 2011, 23 decreased their levels of adspend going into 2012. Of
the seven that increased their adspend, only two – Capcom and Activision – were publishers. The rest
were all retailers.
FIGURE 35: CONSOLE AND GAME ADSPEND, 2009-12
2009 2010 2011 2012 2009-12

£ £ £ £ % change
Disc-based games 48,294,522 60,020,702 69,871,219 40,240,437 -16.7

Consoles 6,053,896 7,227,461 5,029,904 6,164,443 -1.8
Accessories 150,522 3,494,727 4,373,862 1,878,284 -46.3
Game Downloads - 7,405 - 4,134 -44.2
Total 54,498,940 70,750,295 79,274,985 48,287,298 -11.1
Adspend on accessories likely fell for the same reason; increases designed to boost the awareness of
peripherals like the Kinect and the PlayStation Move were reduced as the rate of return from
consumers waiting for the next console release became too low.

What Type of Gamers Are Consumers? Video Games and Consoles
UK, September 2013
What Type of Gamers Are Consumers?

Key points
 Casual gamers, who play every now and then, account for 26% of the UK internet-using
population and 42% of all UK gamers.
 The proportion of over-35s who identify themselves as casual gamers will likely decrease
over the years leading from 2013, with many of the consumers in the group becoming lapsed
gamers or non-gamers instead.
 Some 46% of women are non-gamers; this could well change with industry efforts to
counteract the obvious dearth of games with female protagonists.
Six in ten are gamers

Base: 2,000 internet users aged 16+,
‘Hardcore’ gamer, who plays every day or most days 9

Regular gamer, who plays at least once a week but not every day 19
Casual or social gamer, who plays every now and then 26
Lapsed gamer, who used to, but no longer plays 8
Non-gamer 38
SOURCE: GMI/MINTEL
Some six in ten internet users aged 16+ identify themselves as some sort of console gamer.
Just under one in ten consumers identify themselves as hardcore gamers, who play every day or most
days. These consumers will likely end up spending most on the market.
Twice this proportion – 19% – are regular gamers.
Some 26% of consumers are casual or social gamers, who play every now and then.
When looking at just gamers, and not at all consumers, these proportions change. Casual gamers, who
play every now and then, account for 26% of the UK internet-using population and make up 42% of all
UK gamers.

UK, September 2013
FIGURE 37: CONSUMERS WHO IDENTIFY THEMSELVES AS GAMERS, BY GAMER TYPE, JULY 2013
Base: 1,240 internet users aged 16+ who identify themselves as current or lapsed gamers
Lapsed
Hardcore
13%
14%
Regular
Casual 31%
42%
SOURCE: GMI/MINTEL
Key analysis: The huge proportion of casual gamers, making up almost half of all gamers, are a
direct hangover from the popularity of the Nintendo Wii; casual gamers are almost twice as likely to
own a Wii as an Xbox 360 or PlayStation 3 console, as discussed in the Console Ownership and
Intention to Purchase section of this report.
It is the 45% of gamers who identify themselves as regular or hardcore that Sony and Microsoft will
be targeting with their initial push to market the PlayStation 4 and the Xbox One.

UK, September 2013
16-24s most likely to be hardcore gamers

FIGURE 38: TYPE OF GAMER CONSUMERS CATEGORISE THEMSELVES AS, BY AGE, JULY 2013
0% 20% 40% 60% 80% 100%
All 9 19 26 8 38
16-24 18 33 27 10 13
25-34 15 28 29 8 21
35-44 8 21 33 8 30
45-54 5 14 27 10 44
55-64 4 9 17 5 66
65+ 2 6 15 3 74
Hardcore Regular Casual Lapsed Non-gamer
SOURCE: GMI/MINTEL
Younger consumers are more likely to be hardcore or regular gamers. Membership amongst both
categories declines as age increases.
Similarly, consumers are more likely to become non-gamers as age increases. Some 75% of over-65s
are non-gamers, compared to 13% of 16-24s.
Casual gamers are the only group not to have a steady increase or decrease alongside age – instead,
membership peaks amongst the 35-44s. These consumers are probably parents, who purchased the Wii
for family fun and only intermittently use it with their children.

UK, September 2013
Key analysis: The proportion of over-35s who identify themselves as casual gamers will likely
decrease over the years leading from 2013, with many of the consumers in the group transitioning
into lapsed gamers or non-gamers instead.
Indeed, this trend can be seen in the change in categorisation between these data, and Mintel’s
Video Games – UK, November 2011 report. In the latter report some 33% of players identified
themselves as casual and 30% as non-gamers. That in the intervening two years the proportion of
casual gamers has fallen 7 percentage points and the proportion of non-gamers has risen by a
similar amount is unlikely to be coincidence.
This migration is probably thanks to the children in these households growing up. Much of
Nintendo’s success came from atypical gamers purchasing the Wii. Parents and grandparents
would use the console with children or as a family activity. As these children mature and begin
playing more on their own, the amount of time the parents will be required to interact with the
console will be falling.
This may be one of the reasons that the Wii U has gained so little traction. Sales of the Wii had been
falling steeply for some years; Nintendo’s shipments of the console to areas outside APAC and the
Americas have fallen 92% between June 2009 and June 2013. Nintendo is currently trying to
generate upgrade purchases of its next-generation console from a group of current-generation
owners who are becoming increasingly disinterested in gaming.

UK, September 2013
Men are still the primary audience

FIGURE 39: TYPE OF GAMER CONSUMERS CATEGORISE THEMSELVES AS, BY GENDER, JULY 2013

0% 20% 40% 60% 80% 100%
All 9 19 26 8 38
Male 13 24 24 8 31
Female 6 15 27 7 46
Hardcore Regular Casual Lapsed Non-gamer

SOURCE: GMI/MINTEL
Despite much press focus on the growing role that female gamers play within the industry, men are by
far still the most likely demographic to be high-frequency gamers.
Men are twice as likely as women to identify themselves as hardcore gamers, and almost twice as
likely to identify themselves as regular gamers. Women are significantly more likely than men to be
non-gamers.
Key analysis: There have been a number of press stories over 2013 looking at feminist issues within
the gaming industry, or issues of gender equality. Many of these issues are related to the
representation of women within the industry or within the games, and rightly so. There is a
noticeable dearth of video games created with a focus on heroines. Metroid, Tomb Raider and
some of the Final Fantasy games comprise a regrettably fairly comprehensive list of blockbuster
franchises in the UK with female protagonists.

UK, September 2013
A study of 669 action, shooter and role-playing games by the Electronic Entertainment Design and
Research facility in 2012 discovered that only 4% had a female protagonist. Less than half (45%)
had the option of selecting a female protagonist. The study also found that games that allowed
players to choose their gender were on average reviewed better than those that forced a male main
character. Games with a forced male player sold approximately 25% more copies though than those
with a choice of gender. Games with a forced male player sold 75% better than those with forced
female character.
When female gender options are included, the focus is still very much on male characters. Games
like Mass Effect, for instance, allow the player to choose the gender of the main character. Despite
this though, only the collector’s edition of the game featured the female version on the cover,
alongside the male version.
It is understandable why publishers may be reluctant to push female character games, given the
above damage it appears to do to unit sales. But an initial hit may be necessary before the market
benefits start to show. An initial set of poor sales will be more than compensated for if even a small
chunk of the 46% of female non-gamers choose to become regular or hardcore gamers as a result.
To fully engage female players, games that feature a focus on female main characters should more
thoroughly own this fact, through strong advertising campaigns, possibly in conjunction with
female celebrities. Publishers need to make bold decisions, giving big franchises female lead
characters and relying on legacy popularity to maintain unit sales in the face of this.

Console Ownership and Intention to Purchase Video Games and Consoles
UK, September 2013
Console Ownership and Intention to Purchase

Key points
 The Nintendo Wii is the most widely owned console in the UK, with half of all gamers aged
16+ owning one. Some 6% of consumers plan to purchase one in the next six months – half
the proportion who plan to purchase a Wii U.
 The Wii U is being bought primarily for young children thus far. Nintendo could possibly
boost sales by highlighting the availability of the ‘pro’ controller, and appealing to more
regular or hardcore gamers.
 Some 38% of Xbox 360 owners also own a Microsoft Kinect. This is almost double the
proportion of PlayStation 3 owners who own Sony’s Move controller (17%).
Wii still the most widely owned console in the UK

FIGURE 40: OWNERSHIP AND INTENTION TO PURCHASE CONSOLES BY CONSUMERS, JULY 2013
“Which of the following consoles/console accessories do you personally own, and which, if
any, do you plan to buy in the next six months?”
Currently Do not own, but plan to Neither own nor plan to

Own buy in the next six months buy in the next six months
% % %
Consoles:
Xbox 360 35 8 57
Ouya - 8 92
Other static games console (eg
PlayStation 2, Nintendo 64 etc) 24 6 70
Handheld:
Nintendo DS series (original DS,
Lite, XL – excluding 3DS) 31 7 62
Other portable games console (eg
Nintendo Game Boy etc) 13 7 80
Accessories:
SOURCE: GMI/MINTEL
The Nintendo Wii is the most widely owned console in the UK, with half of all gamers aged 16+
owning one of the models. Some 6% of gamers plan to purchase one in the next six months.

UK, September 2013
The PlayStation 3 has the lowest penetration out of all fixed consoles, at only 30% of gamers. It is as
equally desired at this point in its lifecycle as the Xbox 360, with approximately 8% of gamers looking
to purchase one within the next six months.
Some 8% of gamers are interested in purchasing the Ouya on its release in the UK – a respectable
figure for the most highly publicised entrant into the micro-console market.
This 8% is higher than any desire seen for the Nintendo Wii, which only 6% of gamers intend to
purchase over the next six months.
Key analysis: The Wii U has been, undoubtedly, a somewhat subdued launch. However, the original
Wii was released in the UK in 2006. Peak sales for the console were in 2009 – some three years
later. The Mintel Video Games and Consoles – UK, October 2012 report quoted TGI data, for
example, demonstrating that ownership of the Wii in 2008 – two years after launch – was only 7%.
Press commentary on the Wii U’s lack of success in light of this may be somewhat premature.
Xbox 360 maintains lead over PS3

Some 35% of gamers own an Xbox 360, giving the console a 5-percentage point lead in total
ownership over the PlayStation 3.
The consoles have sold remarkably evenly over their lifetimes. After almost eight years of competition
between Sony and Microsoft, for there to be only a 5-percentage point difference in ownership is
testament to the enduring popularity of both platforms.
When looking at ownership amongst internet-using consumers as a whole and not amongst those who
identify themselves as gamers, ownership is at a respectable fifth of consumers each for Sony and
Microsoft’s consoles, and just under a third of all consumers for the Nintendo Wii.
FIGURE 41: CONSUMER OWNERSHIP OF CONSOLES, SEPTEMBER 2013
35
30
30
25
21
20 18
%
15
10
4
5
0
Nintendo Wii Xbox 360 Sony Nintendo Wii
PlayStation 3 U
SOURCE: GMI/MINTEL

UK, September 2013
Penetration of approximately a fifth for video game consoles is promising for digital media companies
like Netflix and LOVEFiLM. Until smart, internet-connected televisions become more popular in the
UK (only 17% of consumers owned one as of June 2013, according to Mintel's Digital Trends Autumn
– UK, September 2013 report), consoles attached to televisions present the best way for digital
streaming services to introduce themselves to the consumer living room experience.
Wii U owners likely still buying for children

FIGURE 42: OWNERSHIP OF W II U, BY AGE OF CHILDREN PRESENT IN THE HOUSEHOLD, SEPTEMBER 2013
18
16
16
14
14
12
10
%
7 8
8 7
6
4
0
All Aged 0-4 Aged 5-9 Aged 10-15 Aged 16-18
SOURCE: GMI/MINTEL
Consumers with children aged 5-9 are significantly more likely to have purchased the Wii U than
those with children aged 0-4 and 16-18.
This suggests that purchases are still motivated primarily by the desire to entertain young children.
Nintendo attempted to make the Wii U more inclusive to mature gamers, with the release of a
dedicated ‘Pro’ controller designed to appease producers of massive franchises like Call of Duty, who
were unwilling to port their games to the unusual tablet control structure.
It may be worth Nintendo actively pushing the pro-element of its console. Sales currently being made
to parents of young children will not persist if those children do not take to the tablet control structure
in the same way they took to the Wiimote.
It is not an impossible suggestion that Nintendo abandons the tablet control mechanism of the Wii U.
Rather, an observation that increased sales may come from younger, Xbox 360 or PlayStation 3
gamers who enjoy the idea of playing Nintendo franchise content but with a controller they are more
accustomed to.

UK, September 2013
Kinect favoured mainly by the young

FIGURE 43: OWNERSHIP OF PLAYSTATION MOVE AND XBOX KINECT, BY AGE, JUNE 2013
18 17
16
13 14
14
12
12
10
8
%
8
8 7
6
6
4 3
2 1
0
All 16-34 35-44 45-54 55+
Sony PlayStation Move Xbox Kinect

SOURCE: GMI/MINTEL
Mintel’s research discovers that the Xbox Kinect is owned my considerably more gamers than the
PlayStation Move controller. The unusual hands-free nature of the Kinect makes it a more attractive
peripheral than the PlayStation Move, which in many ways mimics the features of other ‘wand’
controllers like the Nintendo Wiimote.
However, the Kinect has a tendency to be owned by younger consumers than older. Some 70% of
those aged 16-34 own an Xbox Kinect peripheral, compared to 12% of those aged 45-54.
By contrast, the Sony PlayStation Move is owned relatively equally across all age ranges. The
proportion of under-35s who own the peripheral is similar to the proportion of 45-54s.
Overall, PlayStation 3 owners are almost half as likely to have purchased a Move peripheral as Xbox
360 owners are to have purchased a Kinect.

UK, September 2013
FIGURE 44: OWNERSHIP OF THE XBOX KINECT AND PLAYSTATION MOVE ACCESSORIES BY XBOX 360 AND PLAYSTATION 3
OWNERS, SEPTEMBER 2013
Base: 420 owners of the Xbox 360 aged 16+, and 368 owners of the PlayStation 3 aged 16+
40.0
35.0
35.0
30.0
25.0
20.0
%
17.0
15.0
10.0
5.0
0.0
Kinect PlayStation Move
SOURCE: GMI/MINTEL
Key analysis: The attachment rate of the Kinect will skyrocket over 2014, given that the new
Microsoft console comes bundled with the product.
There’s also a strong possibility that the production of new games for the Xbox One, which visibly
incorporate the Kinect and which are released for Microsoft’s legacy console as well as the newer
console, will prompt Xbox 360 owners to acquire the peripheral too.
In contrast to the swiftly rising Kinect sales over 2014, sales of the Move will remain flat or in
decline. Sony has incorporated a new touchscreen into its next-generation controller, and it’s more
likely that developers will start working on how to incorporate this into their games than working to
include an optional peripheral.

Interest in Purchasing Next-Generation Consoles Video Games and Consoles
UK, September 2013
Interest in Purchasing Next-Generation Consoles

Key points
 The PlayStation 4 is marginally more popular with consumers than the Xbox One. Some
12% of consumers intend to purchase the former console, compared to 9% who are
interested in the latter.
 Men and the highly engaged 25-34s all favour – to an extent – the PlayStation 4. This
quantitative research was carried out in July, after Microsoft’s public reversal in policy,
suggesting that the legacy of the bungle is influencing consumer opinion.
 Microsoft makes much of the Xbox One’s ability to be a multimedia server, gathering media
from other PCs in the house or from online services accessed through Xbox LIVE. This may
be alienating hardcore or regular players, who all to a small degree favour the PlayStation 4.
PlayStation 4 slightly more popular than Xbox One

FIGURE 45: CONSUMERS’ INTEREST IN PURCHASING NEXT-GENERATION CONSOLES, JULY 2013
purchase, when they are released / available?”
I will definitely buy I might be interested in buying I have no interest in

this console this console buying this console
% % %
SOURCE: GMI/MINTEL
The PlayStation 4 is marginally more popular with consumers than the Xbox One. Some 12% of
consumers intend to purchase the former console, compared to 9% who are interested in the latter.
Broadly though, interest in the consoles from consumers who have not yet decided to purchase is
relatively equal. Just over a quarter of consumers (28%) are interested in the PlayStation 4, compared
to 24% who are interested in the Xbox One.
On the whole, consumers are slightly less likely to desire Microsoft’s new offering; some 67% say
they have no intention of purchasing the console.

UK, September 2013
Male lead diminishes for those considering purchase

FIGURE 46: CONSUMER INTENTIONS OF PURCHASING NEXT-GENERATION CONSOLES, BY GENDER, JULY 2013
SOURCE: GMI/MINTEL
Men are significantly more likely to definitely intend to purchase the PlayStation 4 than the Xbox One.
By contrast, women are almost as likely to definitely intend to get each console, with only a single
percentage point difference between them, in favour of the Xbox One.
Men tend to be more highly engaged with the video game market. The higher proportion of men
definitely intending to purchase the PlayStation 4 is likely an indication of the scale of the backlash
against restrictive policies Microsoft initially announced for the Xbox One.

UK, September 2013
There are fewer disparities between male and female preferences for those consumers who are only
interested in purchasing a next-generation console. The largest difference is the loss of the very minor
Xbox One advantage amongst women; those women considering purchases are more likely to be
thinking about buying a PlayStation 4.
Key analysis: At the launch of the Xbox One, Microsoft had announced a number of extremely
unpopular policies. The console would not be able to play used games without restriction and would
be required to connect to Microsoft over the internet before playing any game – even offline, single-
player offerings.
In June after massive public backlash, the policies were publicly reversed. The quantitative research
for this report was carried out in July, and so the bias for Sony observed here exists in spite of
public awareness that the unpopular policies were no longer in place.
Although sales of the Xbox One will undoubtedly be better come December than they would had
Microsoft not reversed its unpopular policies, it appears the legacy of the initial public backlash is
still influencing public opinion. These results – and the lower price point of the PlayStation 4 –
suggest that Sony’s console will sell significantly better at launch – as a proportion of all next-
generation sales – than its predecessor performed against the Xbox 360.

UK, September 2013
25-34s more enthused about the PlayStation 4

FIGURE 47: CONSUMER INTENTIONS OF PURCHASING NEXT-GENERATION CONSOLES, BY AGE, JULY 2013
* less than 1%
SOURCE: GMI/MINTEL
Consumers who have an interest in purchasing a next-generation console, but have not definitely
decided, are for the most part equally interested in the PlayStation 4 and the Xbox One.
The only age groups that show a marked difference are the 35-44s, who have a slight preference for
Sony’s console, and the lucrative, highly engaged 16-24 group, who are significantly more likely to
purchase the PlayStation 4.
Key analysis: Of those consumers who have made up their mind about the console they definitely
intend to purchase, the most engaged, younger members are more likely to want the PlayStation 4.

UK, September 2013
However, a greater proportion of all consumers are undecided. Of this group, across most age
ranges they are equally likely to consider the Xbox One and the PlayStation 4.
Now that many first-generation gamers from the 1980s are reaching their thirties and forties, the
parity of interest for the Xbox One and PlayStation 4 amongst 25-34s and 45-54s is very positive.
The 16-24s may be the most highly engaged with the market, but there are still huge gains to be had
amongst older consumers, who at the moment show no significant bias towards one console or the
other.
Almost half of all Xbox One buyers will also get the PlayStation 4
FIGURE 48: INTENTIONS TO PURCHASE AN XBOX ONE, BY INTENTIONS TO PURCHASE A PLAYSTATION 4, JULY 2013

100
90
90
80
70
60 53
50
%
40 37
32 34
31
30
20 13
8
10 2
0
Consumer who will definitely Consumer who might buy Consumer who definitely will
buy a PlayStation 4… buy a PlayStation 4… not buy a PlayStation 4…
…and will definitely buy an Xbox One …and may buy an Xbox One
…and will not buy an Xbox One
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 49: INTENTIONS TO PURCHASE A PLAYSTATION 4, BY INTENTIONS TO PURCHASE AN XBOX ONE, JULY 2013
90
80
80
70
62
60
50 45
40
%
40
30
19 20
20 16 14
10 6
0
Consumer who will definitely Consumer who might buy buy Consumer who definitely will
buy a Xbox One… a Xbox One… not buy a Xbox One…
…and will definitely buy an PlayStation 4 …and may buy an PlayStation 4

…and will not buy an PlayStation 4
SOURCE: GMI/MINTEL
The PlayStation 4’s popularity is such that almost half (45%) of all consumers who will definitely
purchase the Xbox One also intend to purchase the PlayStation 4.
By comparison, only 32% of consumers who are definitely going to purchase the PlayStation 4 also
intend to purchase the Xbox One.
Similarly, 16% of consumers who will not purchase the Xbox One have also ruled out purchasing the
PlayStation 4. Consumers who have decided that they do not want the PlayStation 4 are more likely to
be disinterested in any console. Almost twice as many – 31% – also do not intend to acquire the Xbox
One.
Key analysis: The high proportion of consumers more set on definitely getting a PlayStation 4, but
also considering an Xbox One, may not be entirely positive news for Sony. The company will be
pushing purchases of the Vita handheld alongside the PlayStation 4.
Consumers intending to purchase a PlayStation 4 and considering purchasing an Xbox One (in
order to gain access to games exclusive across both platforms) may not want to spend yet more
money on a handheld console. Sony’s pushing of the device as an adjunct to the PlayStation 4 could
end up positioning it as an extremely expensive accessory, leaving consumers ever willing to spend
money on it – especially if that money could go towards a second, fully functional console.

UK, September 2013
Hardcore and regular players favour PlayStation 4

FIGURE 50: INTEREST IN PURCHASING NEXT-GENERATION CONSOLES, BY GAMER TYPE, JULY 2013
SOURCE: GMI/MINTEL
Mintel data suggest that consumers who identify themselves as hardcore gamers are much more likely
to own the Xbox 360 than the PlayStation 3, by about 12 percentage points.
This trend appears to have reversed when it comes to next-generation console purchases, with hardcore
gamers 5 percentage points more likely to definitely intend to purchase the PlayStation 4 than the
Xbox One.
The biggest difference though is for regular gamers, who are 15 percentage points more likely to
favour purchasing or be considering purchasing the PlayStation 4 over the Xbox One.

UK, September 2013
Key analysis: Hardcore gamers are notoriously loyal to their console of choice. Exclusively
franchised games and long-term buy-ins to the relevant online ecosystem (such as Xbox LIVE or
the PlayStation Network) tend to keep gamers – if they pick only one system – with their chosen
manufacturer for some time.
It is unlikely to be just the policy misstep that has so dramatically eroded Microsoft’s lead amongst
hardcore gamers then. Many of the most dedicated would have stuck by the manufacturer, or at
least gone back to them after the June 2013 reversal in direction.
It may be that the respective price of the consoles is having an impact here too. The PlayStation 4 is
to be £100 cheaper than the Xbox One at retail. The latter console’s price is boosted by the
mandatory inclusion of the Kinect 2, which many Xbox fans may have no desire to own. Desire to
purchase a Kinect is quite low: only 10% as discussed in the Console Ownership and Intention to
Purchase section of this report.
Microsoft makes much of the Xbox One’s ability to be a multimedia server, gathering media from
other PCs in the house or from online services accessed through Xbox LIVE. This may be harming
its reputation amongst hardcore gamers: only 26% of hardcore gamers said that being able to
stream music services through their console was important to them, and only 32% said the same for
video services. A refocused approach on the console existing purely for the gamer may boost the
number of hardcore – and even regular gamers – strongly considering purchasing the Xbox One.

Importance of Features When Buying a Console Video Games and Consoles
UK, September 2013
Importance of Features When Buying a Console

Key points
 Some 59% of gamers say that being able to lend digital games to friends is important to
them. The majority of this group say the ability is somewhat important rather than very
important, but overall the response is still significant.
 Some 68% of consumers find being able to play multiplayer content for free important.
Publishers abandoning their versions of the EA Online Pass would do well to strongly
advertise this fact. Conversely, Sony – which will charge users to play multiplayer for the
first time with the PlayStation 4 – will need to placate long-term fans.
 Gamers who definitely intend to purchase an Xbox One – many of whom will be hardcore –
are likely to rate the ability to play games or control the console through gesture or voice as
one of the least important features, suggesting they will have little to no interest in the Kinect
accessory.
No restrictions on used games the most important feature for gamers

FIGURE 51: IMPORTANCE OF FEATURES FOR CONSUMERS PURCHASING A NEW CONSOLE, JULY 2013
features be in your final choice of console?”
Any Very Somewhat Any Not very Not at all

important* important important unimportant** important important
% % % % % %
No restrictions on playing 81 47 35 19 10 9
second-hand games on the
console
The ability to play games without 79 41 38 21 11 10
an internet connection (ie not
needing to ‘check in’ online
before playing)
Free online multiplayer 68 30 38 32 17 15
Independent (‘Indie’) games (ie 62 19 43 38 23 15
small, casual games available
through download) can be played
on the console
The console can link with 60 20 40 40 23 17
computers in the house to play
videos and music from them
Games that exist digitally on the 59 19 40 41 26 15
console can be lent to friends
Being able to link a second 55 16 39 45 27 17
device (eg a tablet or
smartphone) to the console to
show extra information (eg maps,
inventory whilst playing)
Online video streaming services 54 18 36 46 26 20
(eg Netflix) can be accessed
through the console
Online music streaming services 48 14 34 52 31 21
(eg Spotify) can be accessed
through the console
Being able to control the console 46 14 31 55 34 21
(eg switching on, selecting a new

UK, September 2013
game etc) through voice or

gestures rather than with a
controller
Being able to play games 46 13 33 54 34 20
through voice or gesture, rather
than with a controller
The ability to share clips of your 42 13 29 58 32 26
gameplay with others from the
console
* Any Important is a net of ‘Very important’ and ‘Somewhat important’

** Any Unimportant is a net of ‘Not very important’ and ‘Not at all important’
SOURCE: GMI/MINTEL
Gamers are most concerned with being able to play second-hand games on their consoles without
restriction. Some 35% of them say that this is important to them, and 47% say it is very important.
The last broadly reliable measure of second-hand game sales revenue in the UK came from GAME in
its 2011 interim report. The group reported that its first half year’s sales were 30.1% from pre-owned
titles, at a margin of 39.8%.
This was an increase on the 27.5% of sales of pre-owned content contributed in 2010, at a margin of
38.5%.
The company stated that one of its key goals was to increase the incidence of used game purchasing
amongst consumers. It appears from the data above that consumer demands / needs are broadly aligned
with this industry focus.
The extremely strong response for no restriction on used games, and the ability to play without
checking into the internet, reflect the market context in which the research was carried out, including
the prominent placement of these issues in the Microsoft policy reversal.
Key analysis: Some 59% of gamers say that being able to lend digital games to friends is important
to them. The majority of this group say the ability is somewhat important rather than very
important, but overall the response is still significant.
Microsoft had this ability built into the Xbox One – its ‘Family Sharing’ would allow users to share
games with up to ten friends and family members. However, the feature was disabled at the same
time as the digital rights management (DRM) that required consumers check into the internet once
a day.
Microsoft has said that if there was sufficient demand for the Family Sharing plan to return, it
would try to implement it. However, this would necessitate the reintroduction of the 24-hour check-
in feature to work, to ensure that consumers could not illegally share content across consoles.
It is possible for the company to have both systems running concurrently – disc-based offline games
can be played at any time, and digital games that have been lent out require an online check-in
before they can be played. Microsoft will have be to incredibly clear in advertising to users the
structure of that system though, or risk further upsetting through poor communications the 79% of
consumers to whom being able to play without needing to check in online is important.

UK, September 2013
Publishers may benefit from actively advertising the end of play-passes

The 68% of gamers who say that free online multiplayer is an important factor in their next choice of
console will be cheered by EA’s abandonment of its Online Pass scheme, as discussed in the Market
Drivers section of this report. Publishers who return to a system of free online multiplayer may wish to
actively advertise that fact, to draw in consumers who may otherwise have assumed there was an
associated cost.
Key analysis: For the current generation of consoles, only Microsoft’s offering requires consumers
to pay a monthly subscription if they want to play multiplayer online games through the Xbox LIVE
service. The PlayStation Network – Sony’s equivalent system – is free.
However, for the PlayStation 4 Sony is changing this mechanic and forcing consumers who want to
play online to purchase a PlayStation Plus account. Arguably PlayStation Plus remains a better
value offering than Xbox LIVE, as membership also grants consumers free games, exclusive access
to demos and new content and online save and restore facilities.
This extra content may placate consumers who have not heard that the PlayStation 3’s eight-year
tradition of free gaming will become a chargeable extra with the PlayStation 4. In case it’s not
though, either Sony or retailers may wish to lessen the blow by offering free months on the service
along with the purchase of the console.
Being able to share content least important factor

Sony’s announcement of the PlayStation 4 included a focus on the ‘Share’ button on the PlayStation 4
controller, which allows consumers to take video of their gaming session, upload it or stream it to
followers watching live.
The Xbox One has a similar feature, though it is only available through the premium LIVE
subscription, only captures a third of the amount of content for sharing and cannot post to popular
social networks like the Sony option.
The Xbox One version has no native streaming feature either, but instead integrates with Twitch TV, a
popular website used by professional gamers to broadcast their play online.
Key analysis: Potentially Sony could use the seemingly more comprehensive (and less pricey)
streaming options available on the PS4 to its advantage in marketing campaigns – were it not the
case that consumers are unlikely to care for the feature.
Some 58% of gamers say that the ability to share clips of your gameplay with others, from the
console, is unimportant to them when deciding which console they will purchase.
This means the feature will likely be most sought after by particularly hardcore gamers, or those
trying to build a career or social networking presence based around playing games.

UK, September 2013
Presence of children most likely to impact on importance of video

sharing
FIGURE 52: PERCENTAGE POINT INCREASE IN ‘ANY IMPORTANCE’ RESPONSE FROM CONSUMERS WITH CHILDREN IN THE
HOUSEHOLD OVER CONSUMERS WITHOUT CHILDREN IN THE HOUSEHOLD, JULY 2013
%
0 5 10 15 20 25
The ability to share clips of your gameplay

23
with others from the console
Online video streaming services can be
19
accessed through the console
Free online multiplayer 17
Being able to link a second device to the

17
console to show extra information
Online music streaming services can be
16
accessed through the console
Being able to control the console through
16
voice or gestures rather than with a…
Being able to play games through voice or
15
gesture, rather than with a controller
Games that exist digitally on the console can
15
be lent to friends
The console can link with computers in the
14
house to play videos and music from them
Independent (“Indie”) games 14
The ability to play games without an internet

10
connection
No restrictions on playing second-hand
8
games on the console
SOURCE: GMI/MINTEL
Gamers with children in the household are 23 percentage points more likely to say that the ability to
share clips of gameplay with others directly from the console is an important feature in their next
choice of console.
This is interesting given that on the whole this is seen to be the least important feature by gamers.
Possibly this is due to a desire amongst parents for their children to be able to play with friends
without needing the friends in their houses. Sharing and streaming gameplay would allow groups of
friends to congregate and watch each other play without needing to leave their respective bedrooms.
Key analysis: This is an important finding for those retailers or manufacturers looking to appeal to
adults acting as the gatekeepers for the purchase of their home’s next-generation console. Parents
are significantly more likely to view the sharing feature on both consoles as a plus than an
irrelevancy.

UK, September 2013
Xbox One buyers have a broader spectrum of interests

There is a 30-percentage point difference between the most important and least important features to
PlayStation 4 buyers.
Response rates in this area of Mintel’s research are generally very high, with even the least important
feature still important to over 60% of gamers. However, the large disparity between the most important
feature and the least important feature means over the months to come, Sony – or retailers pushing the
PlayStation 4 – should focus more in advertising and promotional material on the features at the top of
the list in the chart below, given the added weight those issues carry with consumers.
FIGURE 53: IMPORTANCE OF NEW FEATURES WHEN BUYING A CONSOLE, BY CONSUMERS WHO WILL DEFINITELY PURCHASE A
PLAYSTATION 4, JULY 2013
Base: 237 internet users aged 16+ who will definitely purchase a PlayStation 4
%
0 20 40 60 80 100
No restrictions on playing
second-hand games on the 92
console
The ability to play games without

92
an internet connection
Independent (“Indie”) games can

83
be played on the console
The console can link with

computers in the house to play 81
Games that exist digitally on the

78
Online video streaming services

can be accessed through the 75
console
Being able to link a second
device to the console to show 74
extra information
Online music streaming services
can be accessed through the 69
console
Being able to control the console
through voice or gestures rather 67
The ability to share clips of your
gameplay with others from the 65
console
Being able to play games
through voice or gesture, rather 62
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 54: IMPORTANCE OF NEW FEATURES WHEN BUYING A CONSOLE, BY CONSUMERS WHO WILL DEFINITELY PURCHASE AN
XBOX ONE, JULY 2013
Base: 175 internet users aged 16+ who will definitely purchase an Xbox One
%
0 20 40 60 80 100
second-hand games on the 89
console
The ability to play games

89
without an internet connection
Games that exist digitally on

the console can be lent to 85
friends
Online video streaming
services can be accessed 83
through the console
Independent games can be

83
played on the console

computers in the house to 82
play videos and music from…
device to the console to show 81
extra information
The ability to share clips of
your gameplay with others 78
from the console
Being able to control the
console through voice or 77
gestures rather than with a…
Online music streaming
services can be accessed 75
through the console
through voice or gesture, 74
rather than with a controller
SOURCE: GMI/MINTEL
In a potential blow for Microsoft, those gamers who definitely intend to purchase an Xbox One –
many of whom will be hardcore – are likely to rate the ability to play games or control the console
through gesture or voice as one of the least important features for their purchase.

UK, September 2013
Whilst the story is different for regular players (see below), it does suggest that the most highly
engaged Xbox One users will have little to no interest in the Kinect accessory as an initial incentive,
and so are unlikely to evangelise for the company about the add-on to friends and family.
Regular players most enticed by streaming services and Kinect control

When examining the importance of new features by gamer type, a standard pattern can be observed, as
in the chart below.
For nearly every feature, hardcore players are the most likely to find the feature important. The
importance given to features then declines as consumers become less ardent gamers.
There are three exceptions to this trend: being able to play games or to control the console through
voice or gesture, and being able to access online music streaming services through the console.
These exceptions are highlighted in the chart below.

FIGURE 55: IMPORTANCE OF NEW FEATURES WHEN BUYING A CONSOLE, BY GAMER TYPE, JULY 2013
95
through voice or gestures rather
Being able to play games through
85 voice or gesture, rather than with a
controller
Being able to link a second device
to the console to show extra
information
75 The ability to share clips of your
console
No restrictions on playing second-
hand games on the console
65

%

55
can be accessed through the
console
Online video streaming services can
be accessed through the console
45
Independent (“Indie”) games can
be played on the console

35 console can be lent to friends
Free online multiplayer
25 The ability to play games without

All Hardcore Regular Casual Lapsed an internet connection
SOURCE: GMI/MINTEL

UK, September 2013
Key analysis: This may be quite beneficial for Microsoft especially. Hardcore gamers are more
likely to have pre-selected their next console based on brand loyalty and previous experience, and as
discussed above to have less interest in Kinect functionality.
Regular gamers will be more easily influenced through advertising, and seem to be slightly more
interested by the idea of Kinect control of their games or consoles, and of usage of the Xbox One as
a media service – something that also does not appeal to more hardcore gamers.
Given that regular gamers represent almost twice as many consumers as hardcore gamers, this
means that advertising the Kinect functionality of the console will appeal to a less engaged, but
much larger share of the market.

Main Users and the Influence of Children Video Games and Consoles
UK, September 2013
Main Users and the Influence of Children

Key points
 Children would be the main user of any new console in the home of 19% of internet-using
consumers. This equates to 48% of all internet-using parents. However, it’s still an
impressive evolution of the market that in homes with children, adults will be the primary
users of a new console in over half of all cases.
 Retailers should bear in mind that under-45s are at least equally likely – and in some cases
more likely – to be purchasing a console for primarily their own use, rather than for a child
to use.
 Even when the children have input into the buying process, it is more likely to be
collaborative than instructive. For those aged 5-9, 54% of parents would listen to their
children’s opinion before purchasing on their own or deciding equally with the child,
compared to 15% who would let the child choose freely.
Four in ten would be the main users of any new console purchased
FIGURE 56: MAIN USER OF FUTURE CONSOLES IN THE HOUSEHOLD, JULY 2013
I would be 42
My child(ren) would be 19
Other adults in the household would be 12
I would never buy a new console for my household 27
SOURCE: GMI/MINTEL
Possibly one of the clearest indications that gaming has grown into an adult pastime alongside the
ageing Generation Y: some 42% of consumers – almost half – would be the main user of any console
purchased for their home.
This is more than double the proportion of consumers whose child or children would be the main user.
Children would be the main user of any new console in the home of 19% of internet-using consumers.
This equates to 48% of all internet-using parents. However, it’s still an impressive evolution of the
market that in homes with children, adults will be the primary users of a new console in over half of all
cases.
Traditional gender lines maintained

As expected, men are much more likely to be the main user of any console brought into the home.
For women, there is an 8-percentage point difference between the proportion who would be the
primary console user themselves, and the proportion whose children would be the main user.
This is much less than the 39-percentage point difference between the categories for men.

UK, September 2013
FIGURE 57: MAIN USER OF FUTURE CONSOLES IN THE HOUSEHOLD, BY GENDER, JULY 2013
0% 20% 40% 60% 80% 100%
All 42 19 12 27
Male 55 16 6 23
Female 29 21 19 32
I would be
My child(ren) would be
Other adults in the household would be
I would never buy a new console for my household
SOURCE: GMI/MINTEL
Older consumers remain the primary gamers

Consumers aged 16-24 are most likely to be the main player of any console in their home.
This persists for 25-34s too – over half would be the main player of any console in their house.
Those aged 35-44 are the first group where less than half would be the primary game player, but even
then the focus does not shift exclusively to children. Even in this relatively mature group, an equal
proportion are buying the console for themselves as for their children to be the main users.

UK, September 2013
FIGURE 58: MAIN USER OF FUTURE CONSOLES IN THE HOUSEHOLD, BY AGE, JULY 2013

0% 20% 40% 60% 80% 100%
All 42 19 12 27
16-24 74 4 12 9
25-34 58 14 17 12
35-44 39 39 6 17
45-54 25 36 15 24
55-64 23 8 14 56
65+ 23 2 11 64
I would be
SOURCE: GMI/MINTEL
Key analysis: Retailers should bear in mind that under-45s are at least equally likely – and in some
cases more likely – to be purchasing a console for primarily their own use, rather than for a child.
Offering more expensive bundles including added peripherals or controllers (that older consumers
with more disposable income are able to afford) with suitably targeted games, such as 18+ titles
suitable for older players, may prove appealing.
Those with children in the home more likely to buy for children
It is important to contextualise the above findings though.
Older consumers are becoming more and more likely to be purchasing consoles for their own use in
the years to come, as opposed to their children.
However, on balance, as the chart below demonstrates, consumers with children in the household are
more likely to be purchasing a console for the children to be the main users, than for themselves.
For some 48% of consumers with children in the household – almost half – those children would be
the main user of any console purchased.

UK, September 2013
FIGURE 59: MAIN USER OF FUTURE CONSOLES IN THE HOUSEHOLD, BY PRESENCE AND AGE OF CHILDREN IN THE HOUSEHOLD,
JULY 2013

0% 20% 40% 60% 80% 100%
All 42 19 12 27
Aged 0-4 50 29 13 8
Aged 5-9 43 50 5 3
Aged 10-15 36 57 34
Aged 16-18 39 49 6 6
Any children 39 48 7 6
No children in household 44 - 16 40
I would be
SOURCE: GMI/MINTEL
Children make the final decision for 15% of parents

FIGURE 60: INFLUENCE OF CHILDREN ON THE CHOICE OF CONSUMERS’ NEXT CONSOLE, JULY 2013
I would decide without talking to my child(ren) 17

I would listen to my child’s/children’s wishes but I’d make the final decision 31
I would decide equally with my child(ren) 31
My child(ren) would make the final decision 15
Don’t know 6
SOURCE: GMI/MINTEL
For 15% of parents who would consider buying a new console in future, children in the household
make the final decision on what console to purchase.
These parents tend to be women, aged 45 and above. There is a lack of a clear, young male presence
amongst these parents. When younger consumers are taken into account, the balance of power swings
firmly back to the parent, and away from the child.

UK, September 2013
Some 27% of consumers aged 25-34 for instance would make the decision entirely themselves.
This suggests that when parents have an interest in gaming themselves (ie, when they are younger,
tending more towards being male), their children’s opinions play much less of a role in the decision-
making process.
FIGURE 61: INFLUENCE OF CHILDREN ON THE CHOICE OF CONSUMERS’ NEXT CONSOLE, BY AGE OF PARENT, JULY 2013
0% 20% 40% 60% 80% 100%
All 17 31 31 15 6
16-24 22 24 34 9 12
25-34 27 32 25 12 3
35-44 15 35 31 16 4
45+ 6 29 36 23 6
I would decide without talking to my child(ren)
I would listen to my child’s/children’s wishes but I’d make the final

decision
I would decide equally with my child(ren)
My child(ren) would make the final decision
Don't know
SOURCE: GMI/MINTEL

UK, September 2013
16 the age where children are given autonomy

FIGURE 62: INFLUENCE OF CHILDREN ON THE CHOICE OF CONSUMERS’ NEXT CONSOLE, BY AGE OF CHILDREN IN THE
HOUSEHOLD, JULY 2013
0% 20% 40% 60% 80% 100%
All 17 31 31 15 6
Aged 0-4 30 32 22 11 6
Aged 5-9 16 37 31 13 3
Aged 10-15 12 32 36 16 4
Aged 16-18 12 28 27 24 8
Any children 17 31 31 15 6
I would decide without talking to my child(ren)
I would listen to my child’s/children’s wishes but I’d make the

final decision
I would decide equally with my child(ren)
My child(ren) would make the final decision
Don't know
SOURCE: GMI/MINTEL
Consumers with children aged 0-4, unsurprisingly, are the most likely to choose their next console
alone. It is essentially impossible for children that young to contribute meaningfully in considerations
of which console to purchase.
It is only for consumers with children aged between 16 and 18 where a quarter of purchases would be
decided on entirely by the child or children in the household.
This is a significant 8-percentage point rise in the proportion of those consumers with children aged
10-15 who would allow those children to decide on the purchased console.
Key analysis: As the festive season approaches, retailers will be offering next-generation consoles
both as standalone items and bundled with various games and accessories.
The data above show that for the most part, regardless of age, children retain a lot of input or
control over the console purchasing process. It is only for the youngest children where parents are
more likely to take direct action.

UK, September 2013
Even when the children have input though, the process is more likely to be collaborative than
instructive. For those aged 5-9 for instance, 54% of parents would listen to their children, before
purchasing either based on their judgement alone, or deciding equally with the child. This is
compared to 15% who would let the child choose freely.
Similarly, for those with children aged 16-18 some 55% of parents would make a collaborative
purchase, compared to 24% who would let the child choose freely.
What does this mean for retailers? Appealing to children is still of primary importance, given their
role in influencing their parents when it comes to console purchasing. This will still mostly be
accomplished through advertising games likely to appeal to the relevant age group.
However, the majority of consoles are chosen by the parents themselves, and so ensuring that key
information parents may look for is readily available is of paramount importance. This may include
safety features in terms of online social elements, the price of any accessories, parental play
controls on the console, the cost of ongoing subscriptions to access key features (such as Xbox
LIVE) and so on. Given the very high proportion of parents who now also game themselves,
advertising the more mature rated games available on the device that may appeal to the parents
would also be of value.

Appendix – What Types of Gamers Are Consumers? Video Games and Consoles
UK, September 2013
Appendix – What Types of Gamers Are Consumers?

‘Hardcore’ gamer, who plays every day or most days 9

Regular gamer, who plays at least once a week but not every day 19
Casual or social gamer, who plays every now and then 26
Lapsed gamer, who used to, but no longer plays 8
Non-gamer 38
SOURCE: GMI/MINTEL
FIGURE 64: TYPE OF GAMER CONSUMERS CATEGORISE THEMSELVES AS, BY DEMOGRAPHICS, JULY 2013
Sample ‘Hardcore Regular Casual or Lapsed Non-

size ’ gamer, gamer, who social gamer, gamer
who plays plays at gamer, who used
every day least once who plays to, but no
or most a week but every now longer
days not every and then plays
day
% % % % %
All 2,000 9 19 26 8 38
Gender:
Male 1,000 13 24 24 8 31
Female 1,000 6 15 27 7 46
Age:
16-24 344 18 33 27 10 13
25-34 381 15 28 29 8 21
35-44 379 8 21 33 8 30
45-54 370 5 14 27 10 44
55-64 266 4 9 17 5 66
65+ 260 2 6 15 3 74
Region:
Inner and Greater London 271 15 25 20 7 32
South East/East Anglia 496 7 19 23 8 42
South West and Wales 267 7 15 27 7 45
East and West Midlands 326 11 19 29 6 34
North West 204 8 23 25 8 36
Yorkshire and Humberside 172 8 17 35 10 30
North and Scotland 264 8 19 22 8 43

UK, September 2013
Area:
Urban location (ie living in a 809 13 23 23 7 34
town/city)
Suburban location (ie close to 824 6 19 29 8 38
town/city but living outside a
town/city)
Village/Rural location/Other 367 7 12 24 8 48
Working status:
Employee full-time (30+ 832 9 24 28 8 30
hours/week)
Employee part-time (less than 279 9 17 31 6 37
30 hours/week)
Any self-employed 150 9 18 23 11 40
In full-time education 192 19 30 27 11 13
Retired 321 3 6 12 4 74
Not working for any other 226 10 16 27 8 39
reason
Socio-economic group:
AB 578 9 20 25 7 40
C1 577 9 21 26 8 35
C2 414 9 21 29 9 33
D 290 10 18 27 9 36
E 141 10 10 13 2 65
Highest level of education:

No formal qualification* 84 2 17 19 - 62
GCSE/O-level or equivalent 463 11 16 28 9 36
AS/A-level or equivalent 337 9 23 26 7 34
Vocational qualification (eg 287 9 15 27 9 40
NVQs, BTEC)
Further qualification (HNCs, 149 7 20 21 5 47
HNDs)
University degree (including 571 9 21 25 7 38
undergraduate and master’s
degrees)
Gross annual household

income:
Under £9,500 130 12 22 15 5 46
£9,500-15,499 276 9 18 24 8 41
£15,500-24,999 452 10 17 26 7 40
£25,000-49,999 718 8 21 25 8 38
£50,000 or over 286 10 23 32 9 27
Don’t know/Refused 138 9 14 28 4 43
Housing situation:
My home is being bought on a 731 9 22 26 9 34
mortgage
My home is owned outright 565 7 14 23 6 50
My home is rented from a 183 15 16 30 5 33
local authority
private landlord
housing association/Others

UK, September 2013
Presence of own children:

Aged 0-4 217 18 24 28 7 23
Aged 5-9 252 16 31 29 4 20
Aged 10-15 374 14 26 33 7 20
Aged 16-18 262 15 21 26 11 28
Any children 772 13 24 31 8 24
No children in household 1,228 7 16 22 8 47
Household size:
1 301 5 13 19 5 58
2 686 6 16 23 7 49
3 425 12 22 27 9 31
4 368 11 24 32 12 22
5 or more 220 18 28 29 4 21
Current marital status:

Single 619 13 25 26 9 27
Married/Civil 1,177 8 18 26 8 39
partnership/Living as married
Separated, divorced or 204 3 8 20 2 67
widowed
Financial situation:
Healthy – I have money left at 445 11 18 23 7 41
the end of the month for a few
luxuries or to add to my
savings
OK – I get by, but there’s not a 880 9 23 26 8 35
lot left by the time the basics
are taken care of
Tight – I’m making ends meet, 511 8 17 28 7 41
but only just
Struggling – I’m in danger of 164 10 16 26 9 40
falling behind with bills or loan
repayments/In Trouble – I’ve
missed loan repayments or
household bills
* small sub-sample (75-100)
SOURCE: GMI/MINTEL

Appendix – Console Ownership and Intention to Purchase Video Games and Consoles
UK, September 2013
Appendix – Console Ownership and Intention to

Purchase
FIGURE 65: CONSUMER CONSOLE OWNERSHIP, SEPTEMBER 2013
Currently Own Do not own, but Neither own nor

plan to buy in the plan to buy in the
next six months next six months
% % %
Consoles:
Nintendo DS series (original DS, Lite, XL – 31 7 62
excluding 3DS)
Xbox 360 35 8 57
Ouya - 8 92
Other static games console (eg PlayStation 2, 24 6 70
Nintendo 64 etc)
Handheld:
Other portable games console (eg Nintendo 13 7 80
Game Boy etc)
Accessories:
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 66: CONSUMER CONSOLE OWNERSHIP, BY MOST POPULAR CONSOLES OWNED BY CONSUMERS, SEPTEMBER 2013
All Nintendo Nintendo Nintendo Xbox Sony Other static

Wii Wii U* DS series 360 PlayStation 3 games
(original console (eg
DS, Lite, PlayStation 2,
XL – Nintendo 64
excluding etc)
3DS)
Base: internet users aged 1,210 606 79 375 420 368 288
16+ who play video games
% % % % % % %
Nintendo Wii:
Currently Own 50 100 82 73 56 55 65
Do not own, but plan to buy 6 - 8 3 6 5 6
in the next six months
Neither own nor plan to buy 44 - 10 24 38 39 29
Nintendo Wii U:
Currently Own 7 11 100 11 12 11 11
Do not own, but plan to buy 12 15 - 14 15 16 16
Neither own nor plan to buy 81 75 - 75 73 73 73
Nintendo DS series
(original DS, Lite, XL –
excluding 3DS):
Currently Own 31 45 53 100 39 36 51
Do not own, but plan to buy 7 7 25 - 8 8 6
Neither own nor plan to buy 62 48 22 - 53 56 43
Xbox 360:
Currently Own 35 39 62 44 100 46 44
Do not own, but plan to buy 8 8 25 8 - 7 8
Neither own nor plan to buy 57 53 13 48 - 48 48
Sony PlayStation 3:
Currently Own 30 34 52 35 40 100 42
Do not own, but plan to buy 8 8 27 9 9 - 11
Neither own nor plan to buy 61 58 22 55 51 - 47
Ouya:
Currently Own - - - - - - -
Do not own, but plan to buy 8 10 43 11 13 13 13
Neither own nor plan to buy 92 90 57 89 87 87 88
Other static games

console (eg PlayStation 2,
Nintendo 64 etc):
Currently Own 24 31 42 39 30 33 100
Do not own, but plan to buy 6 7 27 6 8 7 -
Neither own nor plan to buy 70 62 32 55 62 60 -

UK, September 2013
Nintendo 3DS:
Currently Own 11 16 49 23 19 18 22
Sony PlayStation Portable

(PSP):
Currently Own 15 21 41 25 26 29 35
Sony PlayStation Vita:

Currently Own 6 9 35 11 11 14 13
Other portable games

console (eg Nintendo
Game Boy etc):
Currently Own 13 18 33 27 19 19 35
Sony PlayStation Move:

Currently Own 7 9 37 12 10 17 13
Xbox Kinect:
Currently Own 13 18 38 20 35 21 20
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 67: CONSUMER CONSOLE OWNERSHIP, BY NEXT MOST POPULAR CONSOLES OWNED BY CONSUMERS, SEPTEMBER
2013
All Nintendo Sony Other Sony Xbox Kinect

3DS PlayStation portable PlayStation
Portable games Move*
(PSP) console (eg
Nintendo
Game Boy
etc)
Base: internet users aged 16+ who 1,210 129 186 156 79 161
play video games
% % % % % %
Nintendo Wii:
Currently Own 50 77 68 71 67 67
Do not own, but plan to buy in the 6 5 5 8 8 4
next six months
Neither own nor plan to buy in the 44 18 27 21 25 29
next six months
Nintendo Wii U:
Currently Own 7 30 17 17 37 19
next six months
next six months

Lite, XL – excluding 3DS):
Currently Own 31 66 51 65 58 47
next six months
next six months
Xbox 360:
Currently Own 35 61 59 50 54 92
next six months
next six months
Sony PlayStation 3:
Currently Own 30 51 58 45 80 49
next six months
next six months
Ouya:
Currently Own - - - - - -
next six months
next six months

PlayStation 2, Nintendo 64 etc):
Currently Own 24 48 54 65 48 36
next six months
next six months

UK, September 2013
Nintendo 3DS:
Currently Own 11 100 33 29 43 30
Do not own, but plan to buy in the 9 - 9 12 13 9
next six months
Neither own nor plan to buy in the 80 - 58 59 44 61
next six months
Sony PlayStation Portable (PSP):

Currently Own 15 48 100 40 54 35
Do not own, but plan to buy in the 6 8 - 9 13 9
next six months
Neither own nor plan to buy in the 78 44 - 51 33 57
next six months

next six months
next six months

Nintendo Game Boy etc):
Currently Own 13 36 34 100 44 28
Do not own, but plan to buy in the 7 9 11 - 14 11
next six months
Neither own nor plan to buy in the 80 55 55 - 42 61
next six months

Currently Own 7 26 23 22 100 27
Do not own, but plan to buy in the 8 13 14 8 - 10
next six months
Neither own nor plan to buy in the 86 60 63 69 - 63
next six months
Xbox Kinect:
Currently Own 13 37 30 29 56 100
Do not own, but plan to buy in the 10 14 14 11 14 -
next six months
Neither own nor plan to buy in the 77 49 56 60 30 -
next six months
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 68: CONSUMER CONSOLE OWNERSHIP, BY MOST POPULAR CONSOLES DO NOT OWN BUT PLAN TO BUY IN THE NEXT SIX
MONTHS, SEPTEMBER 2013
All Nintendo Nintendo Xbox 360* Sony Ouya Other static

Wii U DS series PlayStation 3 games
(original console (eg
DS, Lite, PlayStation 2,
XL – Nintendo 64
excluding etc)*
3DS)*
Base: internet users aged 16+ 1,210 148 85 98 101 101 75
who play video games
% % % % % % %
Nintendo Wii:
Currently Own 50 60 48 52 48 62 55
Do not own, but plan to buy in 6 29 44 26 29 30 40
the next six months
Neither own nor plan to buy in 44 11 8 22 24 8 5
the next six months
Nintendo Wii U:
Currently Own 7 - 24 20 21 34 28
the next six months
Neither own nor plan to buy in 81 - 11 34 37 16 11
the next six months
Nintendo DS series (original

DS, Lite, XL – excluding
3DS):
Currently Own 31 34 - 31 35 42 32
the next six months
Neither own nor plan to buy in 62 28 - 30 27 11 9
the next six months
Xbox 360:
Currently Own 35 44 41 - 36 54 43
the next six months
Neither own nor plan to buy in 57 26 13 - 18 5 11
the next six months
Sony PlayStation 3:
Currently Own 30 39 36 24 - 47 36
the next six months
Neither own nor plan to buy in 61 32 18 28 - 11 16
the next six months
Ouya:
the next six months
Neither own nor plan to buy in 92 66 44 58 57 - 37
the next six months
Other static games console

(eg PlayStation 2, Nintendo
64 etc):
Currently Own 24 31 21 24 33 36 -
the next six months
Neither own nor plan to buy in 70 38 27 40 32 18 -
the next six months

UK, September 2013
Nintendo 3DS:
Currently Own 11 18 14 12 14 29 16
the next six months
the next six months

(PSP):
Currently Own 15 20 19 12 18 32 17
the next six months
the next six months

Currently Own 6 10 15 13 8 27 19
the next six months
the next six months

console (eg Nintendo Game
Boy etc):
Currently Own 13 20 12 16 14 27 16
the next six months
the next six months

Currently Own 7 9 13 14 11 20 12
the next six months
the next six months
Xbox Kinect:
Currently Own 13 14 21 9 15 33 20
the next six months
the next six months
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 69: CONSUMER CONSOLE OWNERSHIP, BY NEXT MOST POPULAR CONSOLES CONSUMERS DO NOT OWN BUT PLAN TO
BUY IN THE NEXT SIX MONTHS, SEPTEMBER 2013
All Nintendo Sony Sony Other Sony Xbox

3DS PlayStation PlayStation portable PlayStation Kinect
Portable Vita* games Move*
(PSP)* console
(eg
Nintendo
Game Boy
etc)*
who play video games
% % % % % % %
Nintendo Wii:
Currently Own 50 55 49 48 56 54 58
the next six months
the next six months
Nintendo Wii U:
Currently Own 7 17 22 20 28 22 19
the next six months
the next six months
Nintendo DS series
(original DS, Lite, XL –
excluding 3DS):
Currently Own 31 37 31 37 28 31 33
the next six months
the next six months
Xbox 360:
Currently Own 35 37 35 44 42 43 47
the next six months
the next six months
Sony PlayStation 3:
Currently Own 30 31 35 42 34 40 36
the next six months
the next six months
Ouya:
the next six months
the next six months
Other static games console

(eg PlayStation 2, Nintendo
64 etc):
Currently Own 24 29 17 31 26 23 29
the next six months
the next six months

UK, September 2013
Nintendo 3DS:
Currently Own 11 - 13 15 14 18 15
the next six months
Neither own nor plan to buy in 80 - 14 22 13 24 40
the next six months

(PSP):
Currently Own 15 16 - 24 24 27 22
the next six months
Neither own nor plan to buy in 78 32 - 18 20 20 35
the next six months

Currently Own 6 11 10 - 20 17 14
the next six months
Neither own nor plan to buy in 86 33 18 - 19 19 37
the next six months

console (eg Nintendo Game
Boy etc):
Currently Own 13 17 18 19 - 14 14
the next six months
Neither own nor plan to buy in 80 27 21 28 - 21 41
the next six months

Currently Own 7 9 13 14 13 - 9
the next six months
Neither own nor plan to buy in 86 40 23 23 14 - 38
the next six months
Xbox Kinect:
Currently Own 13 13 18 18 21 17 -
the next six months
Neither own nor plan to buy in 77 39 17 22 16 18 -
the next six months
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 70: CONSUMER CONSOLE OWNERSHIP, BY MOST POPULAR CONSOLE CONSUMERS NEITHER OWN NOR PLAN TO BUY IN
THE NEXT SIX MONTHS, SEPTEMBER 2013
All Nintendo Nintendo Nintendo Xbox Sony

Wii Wii U DS series 360 PlayStation 3
(original
DS, Lite, XL
– excluding
3DS)
Base: internet users aged 16+ who 1,210 532 983 750 692 741
play video games
% % % % % %
Nintendo Wii:
Currently Own 50 - 46 39 46 48
Do not own, but plan to buy in the 6 - 2 3 3 3
next six months
next six months
Nintendo Wii U:
Currently Own 7 2 - 2 1 2
Do not own, but plan to buy in the 12 3 - 5 5 6
next six months
next six months

Currently Own 31 17 29 - 26 28
Do not own, but plan to buy in the 7 1 1 - 2 2
next six months
next six months
Xbox 360:
Currently Own 35 30 31 29 - 29
Do not own, but plan to buy in the 8 4 3 4 - 4
next six months
next six months
Sony PlayStation 3:
Currently Own 30 27 27 27 25 -
Do not own, but plan to buy in the 8 5 4 4 3 -
next six months
next six months
Ouya:
Currently Own - - - - - -
next six months
next six months

Currently Own 24 16 21 17 20 18
next six months
next six months
Nintendo 3DS:
next six months
next six months

UK, September 2013

next six months
next six months

next six months
next six months

next six months
next six months

next six months
next six months
Xbox Kinect:
next six months
next six months
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 71: CONSUMER CONSOLE OWNERSHIP, BY NEXT MOST POPULAR CONSOLE CONSUMERS NEITHER OWN NOR PLAN TO
BUY IN THE NEXT SIX MONTHS, SEPTEMBER 2013
All Ouya Other static Nintendo 3DS Sony

games PlayStation
console (eg Portable (PSP)
PlayStation 2,
Nintendo 64
etc)
Base: internet users aged 16+ who 1,210 1,109 847 972 946
play video games
% % % % %
Nintendo Wii:
Currently Own 50 49 45 46 47
Do not own, but plan to buy in the next 6 4 3 3 3
six months
Neither own nor plan to buy in the next 44 47 52 51 50
six months
Nintendo Wii U:
six months
six months

six months
six months
Xbox 360:
six months
six months
Sony PlayStation 3:
six months
six months
Ouya:
Currently Own - - - - -
Do not own, but plan to buy in the next 8 - 2 2 3
six months
six months

Currently Own 24 23 - 20 18
Do not own, but plan to buy in the next 6 3 - 1 2
six months
six months
Nintendo 3DS:
Currently Own 11 9 6 - 6
Do not own, but plan to buy in the next 9 5 3 - 4
six months
six months

UK, September 2013

Currently Own 15 14 9 11 -
Do not own, but plan to buy in the next 6 3 2 1 -
six months
six months

six months
six months

six months
six months

six months
six months
Xbox Kinect:
six months
six months
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 72: CONSUMER CONSOLE OWNERSHIP, BY LEAST POPULAR CONSOLE CONSUMERS NEITHER OWN NOR PLAN TO BUY IN
THE NEXT SIX MONTHS, SEPTEMBER 2013
All Sony Other portable Sony Xbox Kinect

PlayStation games PlayStation
Vita console (eg Move
Nintendo
Game Boy
etc)
Base: internet users aged 16+ who play 1,210 1,041 969 1,036 931
video games
% % % % %
Nintendo Wii:
Do not own, but plan to buy in the next six 6 3 3 3 3
months
Neither own nor plan to buy in the next six 44 49 51 48 51
months
Nintendo Wii U:
months
months
Nintendo DS series (original DS, Lite,

XL – excluding 3DS):
months
months
Xbox 360:
months
months
Sony PlayStation 3:
months
months
Ouya:
Currently Own - - - - -
months
months

months
months
Nintendo 3DS:
months
months

UK, September 2013

months
months

Currently Own 6 - 2 2 2
Do not own, but plan to buy in the next six 8 - 3 2 2
months
months

Currently Own 13 10 - 10 10
Do not own, but plan to buy in the next six 7 2 - 1 2
months
months

Currently Own 7 3 3 - 3
Do not own, but plan to buy in the next six 8 2 2 - 2
months
months
Xbox Kinect:
Currently Own 13 11 10 10 -
Do not own, but plan to buy in the next six 10 4 5 4 -
months
months
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 73: MOST POPULAR CONSOLES CURRENTLY OWNED BY CONSUMERS, BY DEMOGRAPHICS, SEPTEMBER 2013
Sample Nintendo Nintendo Nintendo Xbox 360 Sony

size Wii Wii U** DS series PlayStation 3
(original
DS, Lite, XL
– excluding
3DS)
% % % % %
All 1,210 50 7 31 35 30
Gender:
Male 674 44 8 24 38 36
Female 536 57 5 40 31 23
Age:
16-34 581 52 8 34 40 36
35-44 273 54 7 31 36 32
45-54 208 51 5 30 32 26
55+ 148 33 3 22 17 11
Region:
North West 135 49 7 28 33 32
Area:
Urban location 533 48 10 28 38 34
Suburban location 482 52 5 31 31 32
Working status:
hours/week)
Employee part-time (less than 30 164 49 6 30 33 27
hours/week)
Retired* 81 27 2 25 11 2
Not working for any other reason 151 51 1 38 30 28
ABC1 711 53 7 33 33 32
C2DE 499 46 5 29 36 29
AB 335 61 9 31 37 32
C1 376 46 6 34 30 31
C2 261 50 7 29 34 32
DE 238 41 3 29 39 26

Vocational qualification (eg NVQs, 188 49 6 34 34 28
BTEC)
Further qualification (HNCs, 87 54 5 30 33 24
HNDs)*
degrees)

UK, September 2013
Gross annual household income:

Under £15,500 235 39 4 27 31 24
£15,500-24,999 260 47 9 32 32 27
£25,000-49,999 423 51 7 31 36 33
£50,000 or over 205 63 7 33 42 40
Don’t know/Refused* 87 54 3 33 26 24
Housing situation:
Bought on a Mortgage 475 62 8 37 39 34
Own outright 261 49 7 33 29 28
Rented from local authority 104 38 10 33 38 33
Rented from private landlord 246 39 3 21 33 25
Rented from housing 124 37 6 24 31 31
association/Others

Aged 0-4 154 55 7 40 41 40
Aged 5-9 207 66 16 40 44 35
Aged 10-15 272 68 14 42 49 41
Aged 16-18 172 68 8 38 53 39
Any children 557 63 10 39 46 38
No children in household 653 39 4 25 25 24
Household size:
1 132 22 2 15 20 23
2 351 44 6 27 26 22
3 300 52 5 30 34 36
4 265 62 8 34 43 36
5 or more 162 63 12 49 52 35

Single 427 44 4 33 36 33
Married/Civil partnership/Living as 695 56 8 30 35 30
married
Separated, divorced or widowed* 88 32 3 27 27 22
Healthy – I have money left at the 256 55 11 32 38 34
end of the month for a few luxuries
or to add to my savings
OK – I get by, but there’s not a lot 560 51 6 30 35 31
left by the time the basics are taken
care of
Struggling – I’m in danger of falling 394 45 4 31 32 27
behind with bills or loan
repayments/In Trouble – I’ve
missed loan repayments or
household bills/Tight – I’m making
ends meet, but only just

** low response rate (75-100)
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 74: NEXT MOST POPULAR CONSOLES CURRENTLY OWNED BY CONSUMERS, BY DEMOGRAPHICS, SEPTEMBER 2013
Sample Ouya Other static Nintendo 3DS Sony

size games PlayStation
PlayStation 2,
Nintendo 64
etc)
% % % %
All 1,210 - 24 11 15
Gender:
Male 674 - 25 10 19
Female 536 - 22 11 11
Age:
16-34 581 - 28 13 19
35-44 273 - 23 8 17
45-54 208 - 23 12 12
55+ 148 - 11 4 3
Region:
Inner and Greater London 167 - 24 11 18
South East/East Anglia 292 - 20 10 15
South West and Wales 145 - 26 11 13
East and West Midlands 213 - 23 11 15
North West 135 - 19 8 16
Yorkshire and Humberside 102 - 35 16 20
North and Scotland 156 - 27 9 13
Area:
Urban location 533 - 24 12 17
Suburban location 482 - 24 9 14
Village/Rural location/Other 195 - 23 10 13
Working status:
Employee full-time (30+ hours/week) 563 - 23 12 17
Employee part-time (less than 30 164 - 29 10 13
hours/week)
Any self-employed 103 - 17 7 14
In full-time education 148 - 32 15 22
Retired* 81 - 10 2 2
Not working for any other reason 151 - 26 10 13
ABC1 711 - 24 11 15
C2DE 499 - 23 10 16
AB 335 - 24 14 16
C1 376 - 24 9 14
C2 261 - 25 11 16
DE 238 - 22 9 17

GCSE/O-level or equivalent 233 - 21 12 13
AS/A-level or equivalent 240 - 28 12 20
Vocational qualification (eg NVQs, 188 - 22 8 15
BTEC)
Further qualification (HNCs, HNDs)* 87 - 24 8 10
University degree (including 350 - 22 12 14
undergraduate and master’s degrees)

UK, September 2013

Under £15,500 235 - 21 6 11
£15,500-24,999 260 - 27 12 15
£25,000-49,999 423 - 22 11 15
£50,000 or over 205 - 21 13 20
Don’t know/Refused* 87 - 34 11 17
Housing situation:
Bought on a Mortgage 475 - 25 14 19
Own outright 261 - 21 10 15
Rented from local authority 104 - 27 12 14
Rented from private landlord 246 - 24 7 12
Rented from housing 124 - 22 7 9
association/Others

Aged 0-4 154 - 29 13 22
Aged 5-9 207 - 23 19 21
Aged 10-15 272 - 28 17 23
Aged 16-18 172 - 35 17 27
Any children 557 - 26 15 20
No children in household 653 - 22 7 11
Household size:
1 132 - 21 5 9
2 351 - 20 8 10
3 300 - 22 10 17
4 265 - 25 12 19
5 or more 162 - 35 20 22

Single 427 - 29 11 18
Married/Civil partnership/Living as 695 - 21 11 15
married
Separated, divorced or widowed* 88 - 17 7 10
Healthy – I have money left at the end 256 - 22 13 16
of the month for a few luxuries or to
add to my savings
OK – I get by, but there’s not a lot left 560 - 24 12 17
by the time the basics are taken care
of
Struggling – I’m in danger of falling 394 - 25 8 12
behind with bills or loan repayments/In
Trouble – I’ve missed loan repayments
or household bills/Tight – I’m making
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 75: LEAST POPULAR CONSOLES CURRENTLY OWNED BY CONSUMERS, BY DEMOGRAPHICS, SEPTEMBER 2013
Sample Sony Other portable Sony Xbox Kinect

size PlayStation games PlayStation
Vita console (eg Move**
Nintendo
Game Boy etc)
% % % %
All 1,210 6 13 7 13
Gender:
Male 674 7 14 9 15
Female 536 4 12 4 12
Age:
16-34 581 8 17 8 17
35-44 273 5 9 6 14
45-54 208 5 11 8 12
55+ 148 1 7 1 3
Region:
Inner and Greater London 167 9 15 8 15
South East/East Anglia 292 6 10 6 13
South West and Wales 145 3 14 4 12
East and West Midlands 213 8 17 10 19
North West 135 4 10 4 13
Yorkshire and Humberside 102 6 14 7 11
North and Scotland 156 3 10 4 8
Area:
Urban location 533 8 14 8 14
Suburban location 482 5 12 6 14
Village/Rural location/Other 195 2 11 3 11
Working status:
Employee full-time (30+ hours/week) 563 8 11 8 18
hours/week)
Any self-employed 103 7 7 6 11
In full-time education 148 5 23 8 11
Retired* 81 - 5 - -
Not working for any other reason 151 4 17 4 10
ABC1 711 6 13 8 15
C2DE 499 5 13 5 11
AB 335 9 16 7 17
C1 376 4 10 8 13
C2 261 7 14 5 10
DE 238 4 12 5 13

GCSE/O-level or equivalent 233 3 14 7 14
AS/A-level or equivalent 240 8 19 5 15
Vocational qualification (eg NVQs, 188 6 10 5 14
BTEC)
Further qualification (HNCs, HNDs)* 87 7 10 8 16
University degree (including 350 6 10 8 13

UK, September 2013

Under £15,500 235 3 10 3 9
£15,500-24,999 260 8 14 8 12
£25,000-49,999 423 6 13 7 16
£50,000 or over 205 8 13 9 16
Don’t know/Refused* 87 1 16 2 7
Housing situation:
Bought on a Mortgage 475 7 14 7 16
Own outright 261 7 15 7 12
Rented from local authority 104 9 13 8 16
Rented from private landlord 246 4 11 5 11
Rented from housing association/Others 124 2 8 6 8

Aged 0-4 154 11 12 8 20
Aged 5-9 207 9 10 9 26
Aged 10-15 272 12 17 12 18
Aged 16-18 172 12 22 16 24
No children in household 653 3 11 4 7
Household size:
1 132 4 5 3 5
2 351 3 9 5 8
3 300 6 15 7 14
4 265 7 14 7 18
5 or more 162 12 22 12 23

Single 427 6 18 6 11
Married/Civil partnership/Living as 695 6 11 7 16
married
Separated, divorced or widowed* 88 1 7 3 6
Healthy – I have money left at the end of 256 10 14 8 17
the month for a few luxuries or to add to
my savings
OK – I get by, but there’s not a lot left by 560 6 13 7 13
the time the basics are taken care of
Struggling – I’m in danger of falling 394 3 12 5 12

SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 76: MOST POPULAR CONSOLE CONSUMERS DO NOT OWN BUT PLAN TO BUY IN THE NEXT SIX MONTHS, BY
DEMOGRAPHICS, SEPTEMBER 2013
Sample Nintendo Nintendo Nintendo Xbox 360** Sony

size Wii Wii U DS series PlayStation 3
(original
DS, Lite,
XL –
excluding
3DS)**
% % % % %
All 1,210 6 12 7 8 8
Gender:
Male 674 7 12 8 8 8
Female 536 5 13 6 8 8
Age:
16-34 581 8 16 10 11 10
35-44 273 6 11 5 7 9
45-54 208 2 10 3 5 6
55+ 148 3 5 1 1 3
Region:
North West 135 3 7 3 5 7
Area:
Urban location 533 9 17 11 11 11
Working status:
Employee full-time (30+ hours/week) 563 6 15 10 10 9
hours/week)
Retired* 81 4 1 1 - 2
ABC1 711 6 13 7 9 8
C2DE 499 6 11 6 7 9
AB 335 6 14 9 9 9
C1 376 6 12 6 9 7
C2 261 5 12 6 8 7
DE 238 8 10 7 7 11

BTEC)
Further qualification (HNCs, HNDs)* 87 5 9 5 6 7

UK, September 2013

Under £15,500 235 7 12 7 10 9
£15,500-24,999 260 6 10 8 7 11
£25,000-49,999 423 6 12 6 9 8
£50,000 or over 205 6 17 7 7 7
Housing situation:
Own outright 261 7 11 8 8 7
Rented from housing association/Others 124 6 11 4 8 9

Aged 0-4 154 6 19 11 14 10
Aged 5-9 207 8 21 14 14 14
Aged 10-15 272 7 15 9 10 9
Aged 16-18 172 5 16 9 9 10
Any children 557 7 17 10 11 10
Household size:
1 132 2 6 4 8 10
2 351 7 9 5 8 8
3 300 7 13 8 8 8
4 265 5 15 10 7 6
5 or more 162 7 17 7 11 12

Single 427 7 13 7 9 9
married
Separated, divorced or widowed* 88 3 9 - 3 7
Healthy – I have money left at the end 256 7 17 11 11 12
of the month for a few luxuries or to add
to my savings
OK – I get by, but there’s not a lot left by 560 6 13 8 8 8

SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 77: NEXT MOST POPULAR CONSOLE CONSUMERS DO NOT OWN BUT PLAN TO BUY IN THE NEXT SIX MONTHS, BY
Sample Ouya Other static Nintendo 3DS Sony

size games PlayStation
console (eg Portable
PlayStation 2, (PSP)**
Nintendo 64
etc)**
% % % %
All 1,210 8 6 9 6
Gender:
Male 674 9 7 9 7
Female 536 8 5 10 6
Age:
16-34 581 12 9 12 9
35-44 273 7 4 9 6
45-54 208 4 2 4 3
55+ 148 3 3 3 3
Region:
North West 135 5 3 8 3
Area:
Working status:
hours/week)
Retired* 81 1 1 1 1
ABC1 711 9 5 9 6
C2DE 499 8 7 9 6
AB 335 12 7 10 9
C1 376 6 4 8 5
C2 261 7 7 8 7
DE 238 10 8 10 6

Vocational qualification (eg NVQs, BTEC) 188 7 5 8 7

Under £15,500 235 7 7 11 6
£15,500-24,999 260 10 8 11 8
£25,000-49,999 423 7 4 7 5
£50,000 or over 205 11 8 8 7

UK, September 2013
Housing situation:

Aged 0-4 154 15 9 14 8
Aged 5-9 207 16 14 15 11
Aged 10-15 272 11 8 13 8
Aged 16-18 172 13 5 10 6
Household size:
1 132 3 3 4 3
2 351 7 5 6 6
3 300 9 8 11 7
4 265 9 5 11 8
5 or more 162 14 9 13 6

Single 427 8 6 9 7
married
my savings
Trouble – I’ve missed loan repayments or
household bills/Tight – I’m making ends
meet, but only just

SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 78: LEAST POPULAR CONSOLE CONSUMERS DO NOT OWN BUT PLAN TO BUY IN THE NEXT SIX MONTHS, BY
Sample size Sony Other Sony Xbox Kinect

PlayStation portable PlayStation
Vita** games Move**
console (eg
Nintendo
Game Boy
etc)**
% % % %
All 1,210 8 7 8 10
Gender:
Male 674 10 7 8 11
Female 536 6 7 7 8
Age:
16-34 581 10 9 11 12
35-44 273 9 8 8 10
45-54 208 4 3 2 7
55+ 148 3 1 2 3
Region:
North West 135 7 4 4 7
Area:
Working status:
hours/week)
Retired* 81 1 - - 2
ABC1 711 8 7 8 9
C2DE 499 8 7 7 11
AB 335 9 9 11 10
C1 376 8 6 6 8
C2 261 7 5 6 10
DE 238 8 8 8 11


Under £15,500 235 8 6 7 10
£15,500-24,999 260 9 8 9 10
£25,000-49,999 423 7 5 6 9
£50,000 or over 205 11 10 10 11

UK, September 2013
Housing situation:

Aged 0-4 154 12 12 12 16
Aged 5-9 207 17 16 17 18
Aged 10-15 272 10 10 9 13
Aged 16-18 172 9 8 10 10
Any children 557 11 10 11 13
Household size:
1 132 4 3 3 5
2 351 7 6 5 9
3 300 8 7 9 11
4 265 10 10 9 9
5 or more 162 11 8 12 13

Single 427 8 5 8 11
Married/Civil partnership/Living as married 695 8 9 8 10
my savings
Struggling – I’m in danger of falling behind 394 4 4 4 7
with bills or loan repayments/In Trouble –
I’ve missed loan repayments or household
bills/Tight – I’m making ends meet, but
only just

SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 79: MOST POPULAR CONSOLE CONSUMERS NEITHER OWN NOR PLAN TO BUY IN THE NEXT SIX MONTHS, BY
Sample Nintendo Nintendo Nintendo Xbox 360 Sony

size Wii Wii U DS series PlayStation 3
(original
DS, Lite, XL
– excluding
3DS)
% % % % %
All 1,210 44 81 62 57 61
Gender:
Male 674 49 81 69 54 55
Female 536 38 82 54 61 69
Age:
16-34 581 40 76 56 49 54
35-44 273 40 82 64 57 59
45-54 208 46 86 66 63 68
55+ 148 64 93 76 82 86
Region:
North West 135 48 86 69 61 61
Area:
Urban location 533 43 74 61 50 55
Working status:
Employee full-time (30+ hours/week) 563 41 75 61 52 55
hours/week)
Retired* 81 69 96 74 89 95
ABC1 711 41 80 60 58 60
C2DE 499 48 84 65 56 62
AB 335 33 77 60 54 59
C1 376 49 82 60 61 62
C2 261 45 80 65 58 61
DE 238 51 87 65 55 64

BTEC)
Further qualification (HNCs, HNDs)* 87 41 86 66 61 69

Under £15,500 235 54 84 66 59 67
£15,500-24,999 260 47 81 59 61 62
£25,000-49,999 423 43 81 63 55 59
£50,000 or over 205 31 76 60 50 53

UK, September 2013
Housing situation:
Own outright 261 44 82 60 64 65
Rented from housing 124 57 83 72 60 60
association/Others

Aged 0-4 154 38 74 49 45 50
Aged 5-9 207 26 63 47 43 51
Aged 10-15 272 25 71 49 42 50
Aged 16-18 172 27 77 53 38 51
Any children 557 30 73 52 44 52
Household size:
1 132 76 92 81 72 67
2 351 49 85 68 66 70
3 300 42 82 63 58 56
4 265 33 77 56 50 57
5 or more 162 30 70 43 36 53

Single 427 49 83 60 55 59
married
Separated, divorced or widowed* 88 65 88 73 69 72
Healthy – I have money left at the 256 38 72 57 51 55
end of the month for a few luxuries or
to add to my savings
OK – I get by, but there’s not a lot left 560 43 81 62 57 61
of
repayments/In Trouble – I’ve missed
loan repayments or household
bills/Tight – I’m making ends meet,
but only just
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 80: NEXT MOST POPULAR CONSOLE CONSUMERS NEITHER OWN NOR PLAN TO BUY IN THE NEXT SIX MONTHS, BY
Sample size Ouya Other static Nintendo 3DS Sony

games PlayStation
PlayStation 2,
Nintendo 64
etc)
% % % %
All 1,210 92 70 80 78
Gender:
Male 674 91 68 81 74
Female 536 92 72 79 83
Age:
16-34 581 88 63 75 72
35-44 273 93 73 83 77
45-54 208 96 75 84 85
55+ 148 97 85 93 93
Region:
North West 135 95 78 84 81
Area:
Working status:
hours/week)
Retired* 81 99 89 96 96
ABC1 711 91 70 80 79
C2DE 499 92 69 81 77
AB 335 88 69 76 75
C1 376 94 72 83 82
C2 261 93 69 82 78
DE 238 90 70 81 77

BTEC)

Under £15,500 235 93 72 83 82
£15,500-24,999 260 90 65 78 77
£25,000-49,999 423 93 74 81 79
£50,000 or over 205 89 70 80 73

UK, September 2013
Housing situation:
Own outright 261 92 72 81 78
Rented from housing 124 94 74 86 85
association/Others

Aged 0-4 154 85 62 73 70
Aged 5-9 207 84 64 66 68
Aged 10-15 272 89 65 70 69
Aged 16-18 172 87 60 73 66
Any children 557 87 65 73 71
Household size:
1 132 97 76 92 88
2 351 93 75 86 84
3 300 91 70 79 75
4 265 91 69 77 73
5 or more 162 86 56 67 72

Single 427 92 65 81 76
married
Healthy – I have money left at the end 256 86 66 76 73
of the month for a few luxuries or to
add to my savings
OK – I get by, but there’s not a lot left 560 91 70 78 76
by the time the basics are taken care of
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 81: LEAST POPULAR CONSOLE CONSUMERS NEITHER OWN NOR PLAN TO BUY IN THE NEXT SIX MONTHS, BY
Sample size Sony Other portable Sony Xbox

PlayStation games PlayStation Kinect
Vita console (eg Move
Nintendo
Game Boy
etc)
% % % %
All 1,210 86 80 86 77
Gender:
Male 674 83 79 83 74
Female 536 90 81 89 80
Age:
16-34 581 82 74 81 71
35-44 273 86 83 86 76
45-54 208 90 86 90 81
55+ 148 96 92 97 95
Region:
North West 135 89 86 93 80
Area:
Working status:
hours/week)
Retired* 81 99 95 100 98
ABC1 711 85 80 84 76
C2DE 499 87 80 88 78
AB 335 83 75 81 73
C1 376 88 84 86 80
C2 261 86 81 89 79
DE 238 88 80 87 76


Under £15,500 235 90 83 89 81
£15,500-24,999 260 83 78 83 78
£25,000-49,999 423 87 82 87 74
£50,000 or over 205 81 77 81 73

UK, September 2013
Housing situation:
Own outright 261 85 79 88 78

Aged 0-4 154 77 75 79 64
Aged 5-9 207 74 74 73 56
Aged 10-15 272 78 74 79 69
Aged 16-18 172 79 70 74 66
Any children 557 80 75 79 66
Household size:
1 132 92 92 94 90
2 351 90 85 90 83
3 300 86 78 84 75
4 265 83 76 84 73
5 or more 162 77 70 75 64

Single 427 86 77 85 79
married
my savings
Trouble – I’ve missed loan repayments or
household bills/Tight – I’m making ends
meet, but only just
SOURCE: GMI/MINTEL

Appendix – Interest in Purchasing Next-Generation Consoles Video Games and Consoles
UK, September 2013
Appendix – Interest in Purchasing Next-Generation

Consoles
FIGURE 82: CONSUMER INTEREST IN PURCHASING NEXT-GENERATION CONSOLES, JULY 2013
purchase, when they are released/available?”
I will definitely buy I might be interested I have no interest

this console in buying this in buying this
console console
% % %
Sony PlayStation 12 28 60
SOURCE: GMI/MINTEL
FIGURE 83: CONSUMER INTEREST IN PURCHASING NEXT-GENERATION CONSOLES, BY TYPE OF GAMER CONSUMERS
CATEGORISE THEMSELVES AS, JULY 2013
All ‘Hardcore’ Regular Casual or Lapsed Non-gamer

gamer, gamer, who social gamer,
who plays plays at gamer, who used
every day least once a who plays to, but no
or most week but every now longer
days not every and then plays
day
Base: internet users aged 2,000 185 388 510 153 764
16+
% % % % % %
Sony PlayStation:
I will definitely buy this 12 41 28 9 3 1
console
I might be interested in 28 32 48 41 25 8
buying this console
I have no interest in buying 60 26 24 49 72 91
this console
Microsoft Xbox One:

I will definitely buy this 9 36 19 5 5 1
console
I might be interested in 24 34 42 32 22 7
buying this console
I have no interest in buying 67 30 39 62 73 92
this console
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 84: CONSUMER INTEREST IN PURCHASING NEXT-GENERATION CONSOLES, BY CONSUMER INTEREST IN PURCHASING
NEXT-GENERATION CONSOLES – SONY PLAYSTATION, JULY 2013
All I will definitely I might be I have no

buy this interested in interest in
console buying this buying this
console console
Base: internet users aged 16+ 2,000 247 556 1,197
% % % %
Sony PlayStation:
I will definitely buy this console 12 100 - -
I might be interested in buying this console 28 - 100 -
I have no interest in buying this console 60 - - 100
Microsoft Xbox One:

I will definitely buy this console 9 32 13 2
I might be interested in buying this console 24 37 53 8
I have no interest in buying this console 67 31 34 90
SOURCE: GMI/MINTEL
FIGURE 85: CONSUMER INTEREST IN PURCHASING NEXT-GENERATION CONSOLES, BY CONSUMER INTEREST IN PURCHASING
NEXT-GENERATION CONSOLES – MICROSOFT XBOX ONE, JULY 2013
All I will definitely I might be I have no

buy this interested in interest in
console console
Base: internet users aged 16+ 2,000 179 482 1,339
% % % %
Sony PlayStation:
I will definitely buy this console 12 45 19 6
I might be interested in buying this console 28 40 62 14
I have no interest in buying this console 60 16 20 80
Microsoft Xbox One:

I will definitely buy this console 9 100 - -
I might be interested in buying this console 24 - 100 -
I have no interest in buying this console 67 - - 100
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 86: CONSUMER INTEREST IN PURCHASING NEXT-GENERATION CONSOLES – SONY PLAYSTATION, BY DEMOGRAPHICS,
JULY 2013
Sample I will definitely I might be I have no

size buy this interested in interest in
console console
% % %
All 2,000 12 28 60
Gender:
Male 1,000 17 33 50
Female 1,000 7 23 70
Age:
16-24 344 23 43 34
25-34 381 25 37 38
35-44 379 11 35 54
45-54 370 8 21 71
55-64 266 1 14 85
65+ 260 - 7 93
Region:
Inner and Greater London 271 19 33 48
South East/East Anglia 496 10 25 65
South West and Wales 267 8 22 70
East and West Midlands 326 13 29 59
North West 204 14 33 52
Yorkshire and Humberside 172 16 24 60
North and Scotland 264 10 31 59
Area:
Urban location (ie living in a town/city) 809 16 33 51
Suburban location (ie close to town/city but 824 12 27 61
living outside a town/city)
Village/Rural location/Other 367 4 19 77
Working status:
Employee full-time (30+ hours/week) 832 18 33 49
Employee part-time (less than 30 hours/week) 279 8 29 63
Any self-employed 150 5 32 63
In full-time education 192 24 36 40
Retired 321 - 8 92
Not working for any other reason 226 8 27 65
AB 578 15 25 60
C1 577 11 29 60
C2 414 14 32 55
D 290 11 30 59
E 141 6 17 77

No formal qualification* 84 7 13 80
GCSE/O-level or equivalent 463 11 27 62
AS/A-level or equivalent 337 12 32 56
Vocational qualification (eg NVQs, BTEC) 287 8 29 63
Further qualification (HNCs, HNDs) 149 13 20 67
University degree (including undergraduate 571 15 29 56
and master’s degrees)

UK, September 2013

Under £9,500 130 6 26 68
£9,500-15,499 276 10 28 62
£15,500-24,999 452 12 27 61
£25,000-49,999 718 12 27 61
£50,000 or over 286 20 31 49
Don’t know/Refused 138 12 27 61
Housing situation:
My home is being bought on a mortgage 731 15 29 56
My home is owned outright 565 7 18 75
My home is rented from a local authority 183 18 33 49
My home is rented from a private landlord 341 13 34 52
My home is rented from a housing 180 10 35 55
association/Others

Aged 0-4 217 23 37 40
Aged 5-9 252 29 36 35
Aged 10-15 374 22 38 40
Aged 16-18 262 19 28 52
No children in household 1,228 7 23 70
Household size:
1 301 6 18 76
2 686 7 23 71
3 425 15 33 52
4 368 18 33 49
5 or more 220 26 37 37

Single 619 16 35 49
Married/Civil partnership/Living as married 1,177 12 27 62
Separated, divorced or widowed 204 5 12 83
Healthy – I have money left at the end of the 445 16 23 61
month for a few luxuries or to add to my
savings
OK – I get by, but there’s not a lot left by the 880 13 30 57
time the basics are taken care of
Tight – I’m making ends meet, but only just 511 9 29 63
Struggling – I’m in danger of falling behind 164 10 28 62
with bills or loan repayments/In Trouble – I’ve
missed loan repayments or household bills
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 87: CONSUMER INTEREST IN PURCHASING NEXT-GENERATION CONSOLES, – MICROSOFT XBOX ONE, BY
DEMOGRAPHICS, JULY 2013
Sample I will I might be I have no

size definitely buy interested in interest in
this console buying this buying this
console console
% % %
All 2,000 9 24 67
Gender:
Male 1,000 11 29 59
Female 1,000 7 19 75
Age:
16-24 344 15 31 54
25-34 381 18 37 45
35-44 379 9 29 63
45-54 370 7 20 74
55-64 266 - 14 86
65+ 260 - 6 93
Region:
Inner and Greater London 271 14 32 54
South East/East Anglia 496 7 24 68
South West and Wales 267 4 21 75
East and West Midlands 326 10 21 69
North West 204 11 29 60
Yorkshire and Humberside 172 9 23 69
North and Scotland 264 8 20 71
Area:
Urban location (ie living in a town/city) 809 13 29 58
Suburban location (ie close to town/city but 824 7 23 71
living outside a town/city)
Village/Rural location/Other 367 5 16 79
Working status:
Employee full-time (30+ hours/week) 832 14 30 56
Employee part-time (less than 30 hours/week) 279 8 23 70
Any self-employed 150 5 23 72
In full-time education 192 13 29 58
Retired 321 1 6 93
Not working for any other reason 226 3 28 69
AB 578 10 21 69
C1 577 9 25 66
C2 414 10 28 63
D 290 9 26 64
E 141 4 18 78

No formal qualification* 84 6 15 79
GCSE/O-level or equivalent 463 8 25 68
AS/A-level or equivalent 337 8 26 66
Vocational qualification (eg NVQs, BTEC) 287 7 26 67
Further qualification (HNCs, HNDs) 149 9 20 71
University degree (including undergraduate 571 11 24 65
and master’s degrees)

UK, September 2013

Under £9,500 130 7 19 74
£9,500-15,499 276 6 25 70
£15,500-24,999 452 9 22 69
£25,000-49,999 718 9 25 66
£50,000 or over 286 14 27 59
Don’t know/Refused 138 4 24 72
Housing situation:
My home is being bought on a mortgage 731 12 26 61
My home is owned outright 565 5 15 80
My home is rented from a local authority 183 9 28 62
My home is rented from a private landlord 341 9 28 63
My home is rented from a housing 180 8 32 60
association/Others

Aged 0-4 217 20 34 46
Aged 5-9 252 27 33 40
Aged 10-15 374 18 32 49
Aged 16-18 262 15 26 58
No children in household 1,228 4 19 77
Household size:
1 301 5 17 78
2 686 4 19 77
3 425 11 28 62
4 368 13 32 56
5 or more 220 21 30 48

Single 619 10 29 61
Married/Civil partnership/Living as married 1,177 10 24 67
Separated, divorced or widowed 204 2 12 86
Healthy – I have money left at the end of the 445 11 20 69
month for a few luxuries or to add to my
savings
OK – I get by, but there’s not a lot left by the 880 9 26 64
time the basics are taken care of
Tight – I’m making ends meet, but only just 511 7 23 70
Struggling – I’m in danger of falling behind with 164 7 27 65
bills or loan repayments/In Trouble – I’ve
missed loan repayments or household bills
SOURCE: GMI/MINTEL

Appendix – Importance of Features When Buying A Console Video Games and Consoles
UK, September 2013
Appendix – Importance of Features When Buying A

Console
FIGURE 88: DESIRABILITY OF FEATURES FOR CONSUMERS, JULY 2013
features be in your final choice of console.”
Base: 1,236 internet users aged 16+ who have played video games
Any Very Somewhat Any Not very Not at all

important important important unimportant important important
% % % % % %
No restrictions on playing 81 47 35 19 10 9
console
The ability to play games without 79 41 38 21 11 10
needing to ‘check in’ online
before playing)
Free online multiplayer 68 30 38 32 17 15
Independent (‘Indie’) games (ie 62 19 43 38 23 15
on the console
The console can link with 60 20 40 40 23 17
Games that exist digitally on the 59 19 40 41 26 15
Being able to link a second 55 16 39 45 27 17
show extra information (eg maps,
inventory whilst playing)
Online video streaming services 54 18 36 46 26 20
through the console
Online music streaming services 48 14 34 52 31 21
through the console
Being able to play games 46 13 33 54 34 20
Being able to control the console 46 14 31 55 34 21
controller
The ability to share clips of your 42 13 29 58 32 26
console
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 89: IMPORTANCE OF BEING ABLE TO CONTROL THE CONSOLE THROUGH VOICE OR GESTURES RATHER THAN WITH A
CONTROLLER AS A FEATURE IN NEW CONSOLES, JULY 2013
All Any Very Somewhat Any Not very Not at all

who have played video games
% % % % % % %

console (eg switching on,
selecting a new game etc)
through voice or gestures
rather than with a controller:
Any important 45 100 100 100 - - -
Very important 14 32 100 - - - -
Somewhat important 31 68 - 100 - - -
Any unimportant 55 - - - 100 100 100
Not very important 34 - - - 62 100 -
Not at all important 21 - - - 38 - 100

than with a controller:
Any important 46 83 90 80 15 21 4
Very important 13 27 58 12 2 2 1
Somewhat important 33 57 32 68 13 19 3
Any unimportant 54 17 10 20 85 79 96
Not very important 34 15 8 18 50 71 15
Not at all important 20 2 2 2 35 7 81

show extra information (eg
maps, inventory whilst playing):
Any important 55 82 88 79 33 42 18
Any unimportant 45 18 12 21 67 58 82

your gameplay with others from
the console:
Any important 42 69 81 64 19 27 6
Any unimportant 58 31 19 36 81 73 94
console:
Any important 81 92 92 92 72 81 57
Very important 47 47 69 37 46 50 40
Any unimportant 19 8 8 8 28 19 43

UK, September 2013

videos and music from them:
Any important 60 85 92 82 39 49 22
Very important 20 34 67 19 8 11 4

services (eg Spotify) can be
accessed through the console:
Any important 48 73 82 69 27 35 14
Any unimportant 52 27 18 31 73 65 86

services (eg Netflix) can be
Any important 54 77 85 74 35 47 16
Very important 18 28 53 17 9 13 4
Any unimportant 46 23 15 26 65 53 84
Independent (‘Indie’) games (ie

through download) can be
played on the console:
Any important 62 79 87 76 47 57 31
Very important 19 28 54 16 12 12 12
Any unimportant 38 21 13 24 53 43 69

the console can be lent to
friends:
Any important 59 80 90 76 41 51 24
Very important 19 29 56 17 11 14 6
Any unimportant 41 20 10 24 59 49 76
Free online multiplayer:

Any important 68 87 92 84 53 65 33
Very important 30 41 70 28 21 25 15

(ie not needing to ‘check in’
online before playing):
Any important 79 90 94 88 70 78 56
Very important 41 43 71 29 40 40 40
Not at all important 10 1 - 2 17 3 40
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 90: IMPORTANCE OF BEING ABLE TO PLAY GAMES THROUGH VOICE OR GESTURE RATHER THAN WITH A CONTROLLER AS
A FEATURE IN NEW CONSOLES, JULY 2013

Base: internet users aged 16+ who 1,236 568 161 407 668 422 246
have played video games
% % % % % % %

controller:
Any important 45 82 93 78 14 20 4
Being able to play games through

voice or gesture, rather than with a
controller:
Any important 46 100 100 100 - - -
Any unimportant 54 - - - 100 100 100
Being able to link a second device

(eg a tablet or smartphone) to the
console to show extra information
(eg maps, inventory whilst
playing):
Any important 55 80 87 77 34 45 16
Any unimportant 45 20 13 23 66 55 84
The ability to share clips of your

console:
Any important 42 69 81 64 19 25 8
Any unimportant 58 31 19 36 81 75 92
No restrictions on playing second-

hand games on the console:
Any important 81 93 95 92 71 80 56
Very important 47 48 68 40 46 50 39

Any important 60 85 89 83 39 49 20
Very important 20 34 66 22 8 10 5
Any unimportant 40 15 11 17 61 51 80

UK, September 2013

through the console:
Any important 48 72 82 68 28 36 14
Any unimportant 52 28 18 32 72 64 86
Online video streaming services

Any important 54 77 86 74 35 45 16
Very important 18 29 53 19 9 11 7
Any unimportant 46 23 14 26 65 55 84

on the console:
Any important 62 80 87 77 46 55 32
Very important 19 28 56 16 12 11 13
Any unimportant 38 20 13 23 54 45 68

console can be lent to friends:
Any important 59 80 91 75 41 52 22
Very important 19 29 59 18 11 12 9

Any important 68 85 94 82 54 67 33
Very important 30 40 68 29 22 25 17
The ability to play games without

needing to ‘check in’ online before
playing):
Any important 79 89 96 87 70 80 54
Very important 41 44 68 34 39 38 41
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 91: IMPORTANCE OF BEING ABLE TO LINK A SECOND DEVICE TO THE CONSOLE TO SHOW EXTRA INFORMATION AS A
FEATURE IN NEW CONSOLES, JULY 2013

Base: internet users 1,236 683 202 481 553 338 215
aged 16+ who have
played video games
% % % % % % %
Being able to control

the console (eg
switching on,
selecting a new game
etc) through voice or
gestures rather than
with a controller:
Any important 45 67 80 62 19 23 12
Any unimportant 55 33 20 38 81 77 88
Being able to play

games through voice
or gesture, rather than
with a controller:
Any important 46 66 80 61 21 26 12
Any unimportant 54 34 20 39 79 74 88
Being able to link a

second device (eg a
tablet or smartphone)
to the console to show
extra information (eg
maps, inventory whilst
playing):
Any important 55 100 100 100 - - -
Any unimportant 45 - - - 100 100 100
The ability to share

clips of your gameplay
with others from the
console:
Any important 42 65 80 58 14 20 5
Any unimportant 58 35 20 42 86 80 95
No restrictions on
playing second-hand
games on the console:
Any important 81 93 96 92 67 79 47
Very important 47 53 74 45 39 43 32

UK, September 2013
The console can link

with computers in the
house to play videos
and music from them:
Any important 60 86 93 83 28 38 11
Online music
streaming services (eg
Spotify) can be
accessed through the
console:
Any important 48 70 87 63 21 27 11
Any unimportant 52 30 13 37 79 73 89
Online video
Netflix) can be
console:
Any important 54 77 88 72 26 36 12
Any unimportant 46 23 12 28 74 64 88
Independent (‘Indie’)
games (ie small,
casual games
available through
download) can be
Any important 62 80 92 75 39 51 20
Games that exist

digitally on the
console can be lent to
friends:
Any important 59 80 89 77 32 43 16
Very important 19 28 56 16 9 12 6
Any unimportant 41 20 11 23 68 57 84
Free online
multiplayer:
Any important 68 88 94 85 45 59 23
Very important 30 43 69 31 15 19 9

UK, September 2013
The ability to play

games without an
internet connection (ie
not needing to ‘check
in’ online before
playing):
Any important 79 92 96 90 63 74 46
Very important 41 47 73 36 35 37 32
SOURCE: GMI/MINTEL
FIGURE 92: IMPORTANCE OF THE ABILITY TO SHARE CLIPS OF YOUR GAMEPLAY WITH OTHERS FROM THE CONSOLE AS A
FEATURE IN NEW CONSOLES, JULY 2013

% % % % % % %

rather than with a
controller:
Any important 45 75 85 71 24 30 17
Any unimportant 55 25 15 29 76 70 83

through voice or gesture,
rather than with a
controller:
Any important 46 76 86 71 25 29 19
Any unimportant 54 24 14 29 75 71 81

smartphone) to the console
to show extra information
(eg maps, inventory whilst
playing):
Any important 55 85 90 83 34 45 20
Any unimportant 45 15 10 17 66 55 80

UK, September 2013

your gameplay with others
from the console:
Any important 42 100 100 100 - - -
Any unimportant 58 - - - 100 100 100
console:
Any important 81 91 94 89 74 83 64
Very important 47 48 74 36 46 46 45

computers in the house to
play videos and music from
them:
Any important 60 87 93 84 40 53 24
Very important 20 33 67 17 11 15 6

console:
Any important 48 76 86 72 28 37 17
Any unimportant 52 24 14 28 72 63 83

console:
Any important 54 82 88 79 34 44 22
Very important 18 30 60 17 9 12 6
Any unimportant 46 18 12 21 66 56 78
Independent (‘Indie’) games

(ie small, casual games
available through
download) can be played on
the console:
Any important 62 85 89 83 45 54 34
Very important 19 31 60 18 10 10 11
Any unimportant 38 15 11 17 55 46 66

UK, September 2013
Games that exist digitally

on the console can be lent
to friends:
Any important 59 85 93 82 40 52 25
Very important 19 32 61 18 10 13 7

Any important 68 91 96 89 52 66 34
Very important 30 44 75 30 20 25 15

without an internet
connection (ie not needing
to ‘check in’ online before
playing):
Any important 79 91 93 91 70 80 58
Very important 41 43 70 31 40 39 41
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 93: IMPORTANCE OF NO RESTRICTIONS ON PLAYING SECOND-HAND GAMES ON THE CONSOLE AS A FEATURE IN NEW
CONSOLES, JULY 2013

Base: internet users aged 1,236 1,004 577 427 232 117 115
16+ who have played video
games
% % % % % % %

rather than with a
controller:
Any important 45 52 46 59 19 29 9
Any unimportant 55 48 54 41 81 71 91

rather than with a
controller:
Any important 46 53 47 60 17 26 8
Any unimportant 54 47 53 40 83 74 92

second device (eg a tablet
or smartphone) to the
console to show extra
information (eg maps,
inventory whilst playing):
Any important 55 63 63 64 20 34 6
Any unimportant 45 37 37 36 80 66 94
The ability to share clips

of your gameplay with
others from the console:
Any important 42 47 43 52 21 36 5
Any unimportant 58 53 57 48 79 64 95
second-hand games on
the console:
Any important 81 100 100 100 - - -
Any unimportant 19 - - - 100 100 100

UK, September 2013

play videos and music
from them:
Any important 60 68 68 69 22 37 8
Any unimportant 40 32 32 31 78 63 92

services (eg Spotify) can
be accessed through the
console:
Any important 48 54 52 58 21 33 8
Any unimportant 52 46 48 42 79 67 92

services (eg Netflix) can
console:
Any important 54 62 62 63 20 32 7
Any unimportant 46 38 38 37 80 68 93
games (ie small, casual
games available through
download) can be played
on the console:
Any important 62 70 74 66 25 42 7
Any unimportant 38 30 26 34 75 58 93

to friends:
Any important 59 67 69 65 23 40 6
Very important 19 23 34 8 3 7 -
Any unimportant 41 33 31 35 77 60 94

Any important 68 77 80 74 29 46 11
Very important 30 36 49 17 8 13 3
Any unimportant 32 23 20 26 71 54 89

UK, September 2013

without an internet
connection (ie not
needing to ‘check in’
Any important 79 89 93 83 36 54 17
Very important 41 48 68 21 12 15 10
SOURCE: GMI/MINTEL
FIGURE 94: IMPORTANCE OF THE CONSOLE CAN LINK WITH COMPUTERS IN THE HOUSE TO PLAY VIDEOS AND MUSIC FROM THEM
AS A FEATURE IN NEW CONSOLES, JULY 2013

16+ who have played
video games
% % % % % % %

console (eg switching
on, selecting a new
game etc) through voice
or gestures rather than
with a controller:
Any important 45 65 77 58 17 21 11
Any unimportant 55 35 23 42 83 79 89
Being able to play

games through voice or
gesture, rather than with
a controller:
Any important 46 65 78 58 18 21 12
Any unimportant 54 35 22 42 82 79 88

second device (eg a
tablet or smartphone) to
the console to show
playing):
Any important 55 79 89 74 20 28 8
Any unimportant 45 21 11 26 80 72 92

UK, September 2013

Any important 42 61 69 57 14 20 5
Any unimportant 58 39 31 43 86 80 95
No restrictions on
playing second-hand
Any important 81 93 96 91 64 76 47
Very important 47 53 73 42 38 40 34

Any important 60 100 100 100 - - -
Any unimportant 40 - - - 100 100 100

services (eg Spotify)
can be accessed
Any important 48 70 81 65 15 22 6
Any unimportant 52 30 19 35 85 78 94

be accessed through
the console:
Any important 54 76 85 71 23 34 7
Any unimportant 46 24 15 29 77 66 93
download) can be
Any important 62 79 89 73 37 50 19
Any unimportant 38 21 11 27 63 50 81

UK, September 2013
Games that exist

digitally on the console
can be lent to friends:
Any important 59 77 88 72 31 41 18
Very important 19 27 53 13 8 8 10
Any unimportant 41 23 12 28 69 59 82

Any important 68 87 95 82 41 56 21
Very important 30 41 69 26 15 19 10
The ability to play

games without an
not needing to ‘check in’
Any important 79 91 94 90 61 73 45
Very important 41 44 69 32 37 39 33
SOURCE: GMI/MINTEL
FIGURE 95: IMPORTANCE OF ONLINE MUSIC STREAMING SERVICES CAN BE ACCESSED THROUGH THE CONSOLE AS A FEATURE
IN NEW CONSOLES, JULY 2013

games
% % % % % % %

rather than with a
controller:
Any important 45 69 81 65 23 31 12
Any unimportant 55 31 19 35 77 69 88

rather than with a
controller:
Any important 46 68 78 64 25 32 15
Any unimportant 54 32 22 36 75 68 85

UK, September 2013

Any important 55 81 92 76 32 45 11

Any important 42 67 78 62 19 27 7
Any unimportant 58 33 22 38 81 73 93
the console:
Any important 81 92 95 91 71 83 54
Very important 47 50 72 42 43 46 39

from them:
Any important 60 87 95 84 34 50 11
Very important 20 34 73 18 7 12 1

console:
Any important 48 100 100 100 - - -
Any unimportant 52 - - - 100 100 100

console:
Any important 54 86 93 84 24 35 9

UK, September 2013
on the console:
Any important 62 82 92 77 43 55 26
Very important 19 29 67 14 10 13 6

to friends:
Any important 59 82 89 78 38 49 20
Very important 19 29 57 17 11 12 8
Any unimportant 41 18 11 22 62 51 80

Any important 68 88 95 85 50 66 27
Very important 30 42 72 29 20 25 13

without an internet
connection (ie not
Any important 79 91 96 89 68 78 52
Very important 41 45 73 33 38 38 38
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 96: IMPORTANCE OF ONLINE VIDEO STREAMING SERVICES CAN BE ACCESSED THROUGH THE CONSOLE AS A FEATURE
IN NEW CONSOLES, JULY 2013

16+ who have played
video games
% % % % % % %

console (eg switching
on, selecting a new
game etc) through voice
or gestures rather than
with a controller:
Any important 45 65 71 62 22 31 11
Any unimportant 55 35 29 38 78 69 89
Being able to play

games through voice or
gesture, rather than with
a controller:
Any important 46 65 73 62 23 29 15
Any unimportant 54 35 27 38 77 71 85

second device (eg a
tablet or smartphone) to
the console to show
playing):
Any important 55 78 88 73 28 40 13
Any unimportant 45 22 12 27 72 60 87

Any important 42 63 71 60 16 24 7
Any unimportant 58 37 29 40 84 76 93
No restrictions on
playing second-hand
Any important 81 93 95 92 67 78 54
Very important 47 53 72 44 39 40 38

UK, September 2013

Any important 60 83 90 80 32 44 17
Very important 20 31 62 16 7 10 3
Any unimportant 40 17 10 20 68 56 83

services (eg Spotify)
can be accessed
Any important 48 77 84 73 14 20 7
Any unimportant 52 23 16 27 86 80 93

be accessed through
the console:
Any important 54 100 100 100 - - -
Any unimportant 46 - - - 100 100 100
download) can be
Any important 62 80 85 77 40 52 26
Very important 19 28 52 16 8 7 10
Any unimportant 38 20 15 23 60 48 74
Games that exist

digitally on the console
can be lent to friends:
Any important 59 79 84 77 35 45 21
Very important 19 28 50 17 9 10 8
Any unimportant 41 21 16 23 65 55 79

Any important 68 87 91 85 46 60 29
Very important 30 40 66 27 19 24 12

UK, September 2013
The ability to play

games without an
not needing to ‘check in’
Any important 79 91 92 90 65 77 50
Very important 41 46 67 35 36 37 36
SOURCE: GMI/MINTEL
FIGURE 97: IMPORTANCE OF INDEPENDENT GAMES CAN BE PLAYED ON THE CONSOLE AS A FEATURE IN NEW CONSOLES, JULY
2013

games
% % % % % % %

rather than with a
controller:
Any important 45 58 66 55 25 32 13
Any unimportant 55 42 34 45 75 68 88

rather than with a
controller:
Any important 46 60 66 57 24 30 14
Any unimportant 54 40 34 43 76 70 86

Any important 55 72 79 69 29 40 10
Any unimportant 45 28 21 31 71 60 90

UK, September 2013

Any important 42 58 68 53 16 24 4
Any unimportant 58 42 32 47 84 76 96
the console:
Any important 81 93 95 91 63 78 40
Very important 47 56 74 47 32 38 23

from them:
Any important 60 76 83 73 33 48 10
Any unimportant 40 24 17 27 67 52 90

console:
Any important 48 64 73 59 23 33 9
Any unimportant 52 36 27 41 77 67 91

console:
Any important 54 70 80 66 29 39 11
Any unimportant 46 30 20 34 71 61 89
on the console:
Any important 62 100 100 100 - - -
Any unimportant 38 - - - 100 100 100

UK, September 2013

to friends:
Any important 59 76 84 73 31 40 16
Any unimportant 41 24 16 27 69 60 84

Any important 68 85 91 82 42 56 20
Very important 30 41 65 30 13 18 5

without an internet
connection (ie not
Any important 79 91 95 90 59 73 38
Very important 41 50 78 38 27 30 22
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 98: IMPORTANCE OF GAMES THAT EXIST DIGITALLY ON THE CONSOLE CAN BE LENT TO FRIENDS AS A FEATURE IN NEW
CONSOLES, JULY 2013

Base: internet users 1,236 727 239 488 509 322 187
aged 16+ who have
played video games
% % % % % % %
Being able to control

the console (eg
switching on,
selecting a new game
etc) through voice or
gestures rather than
with a controller:
Any important 45 62 69 59 22 28 11
Any unimportant 55 38 31 41 78 72 89
Being able to play

games through voice
or gesture, rather than
with a controller:
Any important 46 62 70 58 23 29 13
Any unimportant 54 38 30 42 77 71 87

second device (eg a
tablet or smartphone)
to the console to show
playing):
Any important 55 76 79 74 26 35 11
Any unimportant 45 24 21 26 74 65 89
The ability to share

clips of your gameplay
with others from the
console:
Any important 42 61 69 57 15 22 3
Any unimportant 58 39 31 43 85 78 97
No restrictions on
playing second-hand
Any important 81 93 97 91 65 78 42
Very important 47 54 82 41 36 42 25

UK, September 2013

Any important 60 79 82 77 33 45 12
Any unimportant 40 21 18 23 67 55 88
Online music
Spotify) can be
console:
Any important 48 67 72 64 22 30 7
Any unimportant 52 33 28 36 78 70 93
Online video
Netflix) can be
console:
Any important 54 73 79 70 27 39 8
Very important 18 26 47 16 7 10 2
Any unimportant 46 27 21 30 73 61 92
games (ie small,
casual games
available through
download) can be
Any important 62 80 87 77 36 48 14
Any unimportant 38 20 13 23 64 52 86
Games that exist

digitally on the
console can be lent to
friends:
Any important 59 100 100 100 - - -
Any unimportant 41 - - - 100 100 100
Free online
multiplayer:
Any important 68 85 90 83 44 61 15
Very important 30 42 67 29 14 18 7
Any unimportant 32 15 10 17 56 39 85

UK, September 2013
The ability to play

games without an
not needing to ‘check
in’ online before
playing):
Any important 79 90 94 88 63 77 40
Very important 41 47 76 34 32 36 26
SOURCE: GMI/MINTEL
FIGURE 99: IMPORTANCE OF FREE ONLINE MULTIPLAYER AS A FEATURE IN NEW CONSOLES, JULY 2013

games
% % % % % % %

rather than with a
controller:
Any important 45 58 62 55 19 25 12
Any unimportant 55 42 38 45 81 75 88

rather than with a
controller:
Any important 46 57 61 54 22 26 17
Any unimportant 54 43 39 46 78 74 83

Any important 55 71 78 65 22 30 12
Any unimportant 45 29 22 35 78 70 88

Any important 42 56 61 52 12 18 4
Any unimportant 58 44 39 48 88 82 96

UK, September 2013
the console:
Any important 81 92 95 90 58 71 42
Very important 47 55 76 38 29 32 26

from them:
Any important 60 76 80 72 25 37 11
Any unimportant 40 24 20 28 75 63 89

console:
Any important 48 62 66 59 19 26 10
Any unimportant 52 38 34 41 81 74 90

console:
Any important 54 69 71 67 23 32 11
Any unimportant 46 31 29 33 77 68 89
on the console:
Any important 62 77 84 71 30 42 15
Any unimportant 38 23 16 29 70 58 85

to friends:
Any important 59 73 81 67 28 37 17
Any unimportant 41 27 19 33 72 63 83

UK, September 2013

Any important 68 100 100 100 - - -
Any unimportant 32 - - - 100 100 100

without an internet
connection (ie not
Any important 79 91 94 88 54 68 38
Very important 41 48 67 32 28 30 25
SOURCE: GMI/MINTEL
FIGURE 100: IMPORTANCE OF THE ABILITY TO PLAY GAMES WITHOUT AN INTERNET CONNECTION AS A FEATURE IN NEW
CONSOLES, JULY 2013

% % % % % % %

Any important 45 52 47 57 22 35 6
Any unimportant 55 48 53 43 78 65 94

Any important 46 52 49 55 24 37 8
Any unimportant 54 48 51 45 76 63 92

playing):
Any important 55 64 62 66 21 35 6
Any unimportant 45 36 38 34 79 65 94

UK, September 2013

from the console:
Any important 42 49 44 53 17 29 4
Any unimportant 58 51 56 47 83 71 96
console:
Any important 81 92 95 88 42 63 19
Very important 47 55 77 31 15 18 11

them:
Any important 60 69 64 73 26 42 8
Very important 20 24 34 13 6 10 2
Any unimportant 40 31 36 27 74 58 93

console:
Any important 48 56 52 59 20 33 5
Any unimportant 52 44 48 41 80 67 95

console:
Any important 54 62 60 65 24 37 8
Very important 18 21 30 12 7 12 1
Any unimportant 46 38 40 35 76 63 93

available through download)
can be played on the console:
Any important 62 71 75 67 25 40 9
Any unimportant 38 29 25 33 75 60 91

UK, September 2013

friends:
Any important 59 67 68 67 27 44 8
Any unimportant 41 33 32 33 73 56 92

Any important 68 78 79 78 31 49 10
Very important 30 36 49 22 9 15 3
Any unimportant 32 22 21 22 69 51 90

without an internet
connection (ie not needing to
‘check in’ online before
playing):
Any important 79 100 100 100 - - -
Any unimportant 21 - - - 100 100 100
SOURCE: GMI/MINTEL
FIGURE 101: DESIRABILITY OF FEATURES FOR CONSUMERS, BY TYPE OF GAMER CONSUMERS CATEGORISE THEMSELVES AS,
JULY 2013
All ‘Hardcore’ Regular gamer, Casual or Lapsed

gamer, who who plays at social gamer, gamer, who
plays every least once a who plays used to, but
day or most week but not every now no longer
days every day and then plays
Base: internet users aged 16+ 1,236 185 388 510 153
% % % % %

Any important 45 51 52 42 35
Very important 14 24 19 10 7
Somewhat important 31 28 33 32 29
Any unimportant 55 49 48 58 65
Not very important 34 30 31 38 33
Not at all important 21 18 18 21 31


UK, September 2013

playing):

from the console:
console:

them:

console:

UK, September 2013

console:

available through download)
can be played on the console:

friends:


without an internet
connection (ie not needing to
‘check in’ online before
playing):
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 102: IMPORTANCE OF BEING ABLE TO CONTROL THE CONSOLE THROUGH VOICE OR GESTURES RATHER THAN WITH A
CONTROLLER AS A FEATURE IN NEW CONSOLES, BY DEMOGRAPHICS , JULY 2013
Sample Any Very Somewhat Any Not very Not at all

size important important important unimportant important important
% % % % % %
All 1,236 45 14 31 55 34 21
Gender:
Male 692 46 16 31 54 33 21
Female 544 44 13 32 56 35 20
Age:
16-24 301 52 20 33 48 29 19
25-34 302 55 18 37 45 33 11
35-44 266 44 11 33 56 40 15
45-54 208 37 11 25 63 41 23
55+ 159 27 8 19 73 25 48
Region:
Inner and Greater 184 58 22 36 42 28 14
London
South East/East Anglia 287 45 10 34 55 34 21
South West and Wales 148 41 10 30 59 35 24
East and West Midlands 214 45 17 29 55 33 21
North West 131 46 21 25 54 36 18
Yorkshire and 121 40 12 28 60 34 26
Humberside
North and Scotland 151 41 11 30 59 38 21
Area:
Urban location (ie living 536 51 17 34 49 32 18
in a town/city)
Suburban location (ie 509 43 13 30 57 37 20
close to town/city but
living outside a
town/city)
Village/Rural 191 37 11 26 63 31 32
location/Other
Working status:
Employee full-time (30+ 584 52 17 35 48 32 16
hours/week)
Employee part-time 176 48 13 35 52 38 14
(less than 30
hours/week)
Any self-employed* 90 36 10 26 64 32 32
In full-time education 167 47 17 30 53 35 18
Retired* 82 21 5 16 79 26 54
Not working for any 137 32 10 22 68 45 23
other reason
Socio-economic
group:
AB 346 50 18 32 50 29 21
C1 375 42 13 29 58 37 20
C2 279 44 9 35 56 35 21
DE 236 45 17 29 55 35 19

UK, September 2013
Highest level of
education:
GCSE/O-level or 297 41 13 28 59 36 23
equivalent
AS/A-level or equivalent 222 49 15 34 51 30 21
Vocational qualification 173 46 12 34 54 39 15
(eg NVQs, BTEC)
Further qualification 79 48 13 35 52 29 23
(HNCs, HNDs)*
University degree 353 46 15 31 54 35 19
(including
undergraduate and
master’s degrees)
Gross annual
household income:
Under £15,500 232 44 13 31 56 33 24
£15,500-24,999 271 43 16 27 57 35 23
£25,000-49,999 445 47 14 32 53 35 19
£50,000 or over 210 48 15 33 52 34 18
Don’t know/Refused* 78 46 12 35 54 29 24
Housing situation:
My home is being 486 52 17 35 48 32 16
bought on a mortgage
My home is owned 280 36 13 23 64 34 30
outright
My home is rented from 122 47 16 31 53 34 20
a local authority
a private landlord
a housing
association/Others
Presence of own
children:
Aged 0-4 167 54 18 37 46 35 11
Aged 5-9 202 58 25 33 42 34 7
Aged 10-15 300 57 22 35 43 32 11
Aged 16-18 188 54 24 30 46 30 16
Any children 589 54 20 34 46 33 13
No children in 647 38 10 28 62 34 28
household
Household size:
1 127 40 11 29 60 31 28
2 353 39 9 30 61 32 29
3 294 43 14 29 57 39 17
4 288 49 15 34 51 34 17
5 or more 174 61 28 33 39 30 9

Single 453 46 16 30 54 34 20
Married/Civil 715 46 14 32 54 34 20
partnership/Living as
married

UK, September 2013
Healthy – I have money 261 53 22 31 47 28 19
left at the end of the
month for a few luxuries
or to add to my savings
OK – I get by, but 573 45 13 32 55 35 20
there’s not a lot left by
the time the basics are
taken care of
Tight – I’m making ends 303 42 11 32 58 36 22
meet, but only just
Struggling – I’m in 99 39 14 25 61 36 24
danger of falling behind
with bills or loan
repayments/In Trouble –
I’ve missed loan
repayments or
household bills*
SOURCE: GMI/MINTEL
FIGURE 103: IMPORTANCE OF BEING ABLE TO PLAY GAMES THROUGH VOICE OR GESTURE RATHER THAN WITH A CONTROLLER
AS A FEATURE IN NEW CONSOLES, BY DEMOGRAPHICS, JULY 2013

% % % % % %
All 1,236 46 13 33 54 34 20
Gender:
Male 692 45 12 33 55 34 21
Female 544 47 14 33 53 34 18
Age:
16-24 301 49 13 35 51 31 20
25-34 302 55 19 36 45 33 12
35-44 266 42 11 32 58 45 13
45-54 208 43 9 34 57 35 22
55+ 159 34 10 24 66 22 44
Region:
London
South East/East 287 45 10 35 55 34 21
Anglia
South West and 148 47 9 37 53 31 22
Wales
East and West 214 46 17 29 54 34 20
Midlands
North West 131 45 14 31 55 37 18
Yorkshire and 121 37 10 27 63 38 25
Humberside
Area:
Urban location (ie 536 51 18 32 49 33 16
living in a town/city)
living outside a
town/city)
Village/Rural 191 37 8 29 63 32 31
location/Other

UK, September 2013
Working status:
Employee full-time 584 51 16 35 49 34 15
(30+ hours/week)
(less than 30
hours/week)
Retired* 82 27 7 20 73 22 51
other reason
Socio-economic
group:
AB 346 53 17 36 47 27 20
C1 375 43 9 34 57 37 20
C2 279 45 13 32 55 34 21
DE 236 42 13 29 58 40 18
Highest level of
education:
GCSE/O-level or 297 40 11 29 60 36 24
equivalent
AS/A-level or 222 46 12 34 54 33 21
equivalent
Vocational 173 43 10 34 57 40 16
qualification (eg
NVQs, BTEC)
(HNCs, HNDs)*
(including
undergraduate and
master’s degrees)
Gross annual
household income:
Under £15,500 232 42 10 31 58 36 22
£15,500-24,999 271 43 15 28 57 35 22
£25,000-49,999 445 45 13 32 55 35 20
£50,000 or over 210 55 15 40 45 31 14
Housing situation:
My home is being 486 52 15 37 48 33 15
My home is owned 280 39 11 28 61 30 30
outright
My home is rented 122 43 11 33 57 36 20
from a local authority
My home is rented 232 46 13 33 54 34 21
from a private landlord
My home is rented 116 39 13 26 61 47 15
from a housing
association/Others
Presence of own
children:
Aged 0-4 167 53 19 34 47 36 11
Aged 5-9 202 62 30 32 38 33 5
Aged 10-15 300 54 18 36 46 35 10
Aged 16-18 188 56 15 40 44 30 14
Any children 589 54 19 35 46 34 12
No children in 647 39 8 31 61 34 28
household

UK, September 2013
Household size:
1 127 39 8 31 61 31 29
2 353 43 9 34 57 31 26
3 294 42 12 30 58 40 18
4 288 49 13 36 51 34 18
5 or more 174 59 27 32 41 33 8
Current marital
status:
Single 453 43 10 33 57 36 21
Married/Civil 715 49 15 34 51 33 18
married
Healthy – I have 261 55 20 34 45 25 21
money left at the end
of the month for a few
luxuries or to add to
my savings
OK – I get by, but 573 45 12 33 55 37 18
the time the basics
are taken care of
Tight – I’m making 303 41 8 33 59 37 22
ends meet, but only
just
Struggling – I’m in 99 42 12 30 58 37 20
danger of falling
behind with bills or
loan repayments/In
Trouble – I’ve missed
loan repayments or
household bills*
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 104: IMPORTANCE OF BEING ABLE TO LINK A SECOND DEVICE TO THE CONSOLE TO SHOW EXTRA INFORMATION AS A
FEATURE IN NEW CONSOLES, BY DEMOGRAPHICS, JULY 2013

% % % % % %
All 1,236 55 16 39 45 27 17
Gender:
Male 692 55 17 38 45 27 17
Female 544 55 15 40 45 27 17
Age:
16-24 301 62 20 42 38 25 13
25-34 302 63 21 42 37 29 9
35-44 266 56 15 41 44 30 13
45-54 208 46 11 36 54 30 24
55+ 159 38 10 28 62 21 42
Region:
London
South East/East 287 48 12 36 52 32 20
Anglia
South West and 148 51 9 42 49 26 23
Wales
East and West 214 54 18 36 46 30 16
Midlands
North West 131 64 19 45 36 21 15
Yorkshire and 121 52 16 36 48 27 21
Humberside
Area:
living outside a
town/city)
Village/Rural 191 47 13 34 53 28 26
location/Other
Working status:
(30+ hours/week)
(less than 30
hours/week)
Retired* 82 32 7 24 68 17 51
other reason
Socio-economic
group:
AB 346 58 20 38 42 24 18
C1 375 53 10 43 47 31 16
C2 279 56 17 38 44 25 20
DE 236 54 20 33 46 30 17

UK, September 2013
Highest level of
education:
GCSE/O-level or 297 50 16 34 50 28 22
equivalent
AS/A-level or 222 54 15 38 46 30 16
equivalent
Vocational 173 57 16 41 43 25 17
qualification (eg
NVQs, BTEC)
(HNCs, HNDs)*
(including
undergraduate and
master’s degrees)
Gross annual
household income:
Under £15,500 232 55 12 44 45 25 19
£15,500-24,999 271 51 18 33 49 31 18
£25,000-49,999 445 57 17 40 43 25 18
£50,000 or over 210 57 17 40 43 28 15
Housing situation:
My home is being 486 60 19 42 40 24 15
My home is owned 280 46 13 33 54 28 26
outright
My home is rented 122 52 15 37 48 32 16
My home is rented 232 58 17 41 42 29 13
My home is rented 116 54 14 41 46 32 14
from a housing
association/Others
Presence of own
children:
Aged 0-4 167 63 25 39 37 28 8
Aged 5-9 202 72 29 43 28 23 5
Aged 10-15 300 65 23 42 35 23 12
Aged 16-18 188 65 26 39 35 21 14
Any children 589 64 22 42 36 25 11
No children in 647 47 11 36 53 30 23
household
Household size:
1 127 49 10 39 51 26 25
2 353 46 12 35 54 30 24
3 294 59 15 45 41 26 15
4 288 58 18 39 42 27 16
5 or more 174 67 29 38 33 26 6
Current marital
status:
Single 453 56 16 40 44 28 16
Married/Civil 715 54 17 37 46 29 17
married

UK, September 2013
Healthy – I have 261 60 21 38 40 21 19
my savings
OK – I get by, but 573 53 15 38 47 30 17
the time the basics
are taken care of
Tight – I’m making 303 55 14 41 45 28 17
ends meet, but only
just
Struggling – I’m in 99 57 17 39 43 25 18
danger of falling
loan repayments/In
loan repayments or
household bills*
SOURCE: GMI/MINTEL
FIGURE 105: IMPORTANCE OF THE ABILITY TO SHARE CLIPS OF YOUR GAMEPLAY WITH OTHERS FROM THE CONSOLE AS A
FEATURE IN NEW CONSOLES, BY DEMOGRAPHICS, JULY 2013

% % % % % %
All 1,236 42 13 29 58 32 26
Gender:
Male 692 42 15 27 58 32 26
Female 544 41 11 30 59 32 26
Age:
16-24 301 50 18 32 50 27 23
25-34 302 54 18 36 46 27 18
35-44 266 37 11 26 63 40 23
45-54 208 34 9 25 66 37 29
55+ 159 23 7 16 77 30 48
Region:
London
South East/East 287 36 10 26 64 31 32
Anglia
South West and 148 40 9 31 60 31 29
Wales
East and West 214 43 18 24 57 29 29
Midlands
North West 131 44 13 31 56 36 20
Yorkshire and 121 36 13 23 64 36 28
Humberside
Area:
living outside a
town/city)
Village/Rural 191 30 9 21 70 32 38
location/Other

UK, September 2013
Working status:
(30+ hours/week)
(less than 30
hours/week)
Retired* 82 20 7 12 80 27 54
other reason
Socio-economic
group:
AB 346 45 15 30 55 26 29
C1 375 40 12 28 60 34 26
C2 279 40 11 29 60 35 24
DE 236 42 15 28 58 33 25
Highest level of
education:
GCSE/O-level or 297 39 13 26 61 36 26
equivalent
AS/A-level or 222 41 12 28 59 33 27
equivalent
Vocational 173 39 13 27 61 36 24
qualification (eg
NVQs, BTEC)
(HNCs, HNDs)*
(including
undergraduate and
master’s degrees)
Gross annual
household income:
Under £15,500 232 41 11 30 59 34 26
£15,500-24,999 271 39 15 25 61 35 25
£25,000-49,999 445 42 16 27 58 32 25
£50,000 or over 210 44 11 33 56 27 29
Housing situation:
My home is being 486 47 15 31 53 29 25
My home is owned 280 33 10 23 67 29 38
outright
My home is rented 122 42 16 26 58 38 20
My home is rented 232 42 12 30 58 36 22
My home is rented 116 45 15 30 55 36 19
from a housing
association/Others
Presence of own
children:
Aged 0-4 167 54 22 32 46 31 15
Aged 5-9 202 59 25 34 41 30 11
Aged 10-15 300 54 21 34 46 28 18
Aged 16-18 188 57 20 38 43 20 23
Any children 589 54 20 34 46 28 18
No children in 647 31 8 23 69 35 34
household

UK, September 2013
Household size:
1 127 29 9 20 71 35 35
2 353 31 8 24 69 35 34
3 294 46 14 32 54 33 21
4 288 47 14 33 53 28 25
5 or more 174 59 28 31 41 27 14
Current marital
status:
Single 453 40 13 26 60 31 29
Married/Civil 715 44 13 31 56 32 24
married
Healthy – I have 261 47 21 26 53 25 28
my savings
OK – I get by, but 573 44 13 31 56 32 25
the time the basics
are taken care of
Tight – I’m making 303 36 10 27 64 38 25
ends meet, but only
just
Struggling – I’m in 99 36 9 27 64 32 31
danger of falling
loan repayments/In
loan repayments or
household bills*
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 106: IMPORTANCE OF NO RESTRICTIONS ON PLAYING SECOND-HAND GAMES ON THE CONSOLE AS A FEATURE IN NEW
CONSOLES, BY DEMOGRAPHICS, JULY 2013

% % % % % %
All 1,236 81 47 35 19 9 9
Gender:
Male 692 82 50 32 18 10 9
Female 544 81 43 38 19 9 10
Age:
16-24 301 85 55 30 15 9 6
25-34 302 87 50 37 13 9 4
35-44 266 86 47 39 14 9 5
45-54 208 77 44 33 23 13 11
55+ 159 59 27 32 41 8 33
Region:
London
South East/East 287 80 45 36 20 10 9
Anglia
South West and 148 79 47 32 21 9 12
Wales
East and West 214 84 44 39 16 7 9
Midlands
North West 131 85 52 33 15 8 8
Yorkshire and 121 74 45 28 26 14 12
Humberside
Area:
living outside a
town/city)
Village/Rural 191 77 47 30 23 10 13
location/Other
Working status:
(30+ hours/week)
(less than 30
hours/week)
Retired* 82 55 23 32 45 10 35
other reason
Socio-economic
group:
AB 346 82 48 34 18 7 11
C1 375 83 47 36 17 10 7
C2 279 79 42 37 21 10 11
DE 236 80 50 30 20 12 8

UK, September 2013
Highest level of
education:
GCSE/O-level or 297 80 44 36 20 10 10
equivalent
AS/A-level or 222 78 45 32 22 12 10
equivalent
Vocational 173 83 52 31 17 8 9
qualification (eg
NVQs, BTEC)
(HNCs, HNDs)*
(including
undergraduate and
master’s degrees)
Gross annual
household income:
Under £15,500 232 85 45 40 15 7 8
£15,500-24,999 271 79 48 32 21 11 9
£25,000-49,999 445 81 47 34 19 9 10
£50,000 or over 210 81 46 35 19 11 8
Housing situation:
My home is being 486 84 48 36 16 9 7
My home is owned 280 73 42 31 27 11 16
outright
My home is rented 122 84 50 34 16 8 8
My home is rented 232 82 48 34 18 9 8
My home is rented 116 86 48 38 14 7 7
from a housing
association/Others
Presence of own
children:
Aged 0-4 167 85 46 39 15 11 4
Aged 5-9 202 87 50 37 13 11 1
Aged 10-15 300 86 52 34 14 8 5
Aged 16-18 188 85 49 36 15 8 7
Any children 589 86 49 37 14 10 5
No children in 647 77 45 33 23 9 13
household
Household size:
1 127 82 43 39 18 6 13
2 353 75 41 33 25 11 15
3 294 83 48 36 17 10 7
4 288 84 50 34 16 9 7
5 or more 174 87 55 32 13 9 4
Current marital
status:
Single 453 85 54 32 15 8 7
Married/Civil 715 79 43 36 21 11 10
married

UK, September 2013
Healthy – I have 261 81 50 31 19 10 10
my savings
OK – I get by, but 573 79 43 36 21 11 10
the time the basics
are taken care of
Tight – I’m making 303 84 48 37 16 9 7
ends meet, but only
just
Struggling – I’m in 99 84 54 30 16 4 12
danger of falling
loan repayments/In
loan repayments or
household bills*
SOURCE: GMI/MINTEL
FIGURE 107: IMPORTANCE OF THE CONSOLE CAN LINK WITH COMPUTERS IN THE HOUSE TO PLAY VIDEOS AND MUSIC FROM
THEM AS A FEATURE IN NEW CONSOLES, BY DEMOGRAPHICS, JULY 2013

% % % % % %
All 1,236 60 20 40 40 23 17
Gender:
Male 692 60 22 37 40 23 17
Female 544 60 17 43 40 23 17
Age:
16-24 301 65 24 41 35 22 13
25-34 302 66 25 41 34 26 8
35-44 266 62 19 43 38 25 14
45-54 208 53 16 38 47 26 21
55+ 159 43 11 31 57 16 42
Region:
London
South East/East 287 57 18 39 43 25 17
Anglia
South West and 148 59 19 41 41 19 22
Wales
East and West 214 58 21 36 42 22 20
Midlands
North West 131 60 21 39 40 24 16
Yorkshire and 121 49 13 36 51 31 20
Humberside
Area:
living outside a
town/city)
Village/Rural 191 46 12 34 54 27 28
location/Other

UK, September 2013
Working status:
(30+ hours/week)
(less than 30
hours/week)
Retired* 82 35 11 24 65 15 50
other reason
Socio-economic
group:
AB 346 64 24 40 36 20 16
C1 375 58 19 39 42 27 16
C2 279 57 18 38 43 23 20
DE 236 61 19 41 39 24 16
Highest level of
education:
GCSE/O-level or 297 55 21 35 45 25 20
equivalent
AS/A-level or 222 59 19 40 41 24 17
equivalent
Vocational 173 57 17 40 43 27 17
qualification (eg
NVQs, BTEC)
(HNCs, HNDs)*
(including
undergraduate and
master’s degrees)
Gross annual
household income:
Under £15,500 232 63 21 43 37 19 17
£15,500-24,999 271 57 20 37 43 25 18
£25,000-49,999 445 60 20 40 40 24 17
£50,000 or over 210 61 23 38 39 27 12
Housing situation:
My home is being 486 63 19 44 37 23 14
My home is owned 280 49 23 26 51 25 26
outright
My home is rented 122 61 19 43 39 22 16
My home is rented 232 66 22 44 34 20 14
My home is rented 116 58 17 41 42 28 14
from a housing
association/Others
Presence of own
children:
Aged 0-4 167 68 23 45 32 23 9
Aged 5-9 202 72 30 42 28 22 6
Aged 10-15 300 68 28 41 32 20 12
Aged 16-18 188 65 27 38 35 23 12
Any children 589 67 25 42 33 22 11
No children in 647 53 16 37 47 25 22
household

UK, September 2013
Household size:
1 127 55 17 38 45 21 24
2 353 52 15 37 48 26 22
3 294 60 20 40 40 25 15
4 288 62 21 41 38 22 16
5 or more 174 74 33 41 26 20 7
Current marital
status:
Single 453 59 22 37 41 25 16
Married/Civil 715 61 19 41 39 23 17
married
Healthy – I have 261 57 27 30 43 26 18
my savings
OK – I get by, but 573 60 18 42 40 23 17
the time the basics
are taken care of
Tight – I’m making 303 61 19 42 39 22 17
ends meet, but only
just
Struggling – I’m in 99 62 19 42 38 20 18
danger of falling
loan repayments/In
loan repayments or
household bills*
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 108: IMPORTANCE OF ONLINE MUSIC STREAMING SERVICES CAN BE ACCESSED THROUGH THE CONSOLE AS A FEATURE
IN NEW CONSOLES, BY DEMOGRAPHICS, JULY 2013

% % % % % %
All 1,236 48 14 34 52 31 21
Gender:
Male 692 47 14 33 53 31 21
Female 544 49 13 36 51 31 20
Age:
16-24 301 56 19 37 44 29 15
25-34 302 57 18 39 43 30 12
35-44 266 48 12 36 52 37 15
45-54 208 40 9 32 60 33 27
55+ 159 26 7 19 74 25 50
Region:
London
South East/East 287 44 10 33 56 32 24
Anglia
South West and 148 49 16 33 51 28 23
Wales
East and West 214 44 15 29 56 32 24
Midlands
North West 131 52 13 39 48 31 18
Yorkshire and 121 40 10 31 60 40 20
Humberside
Area:
living outside a
town/city)
Village/Rural 191 35 12 23 65 34 31
location/Other
Working status:
(30+ hours/week)
(less than 30
hours/week)
Retired* 82 21 7 13 79 23 56
other reason
Socio-economic
group:
AB 346 56 17 39 44 25 20
C1 375 46 10 35 54 35 19
C2 279 42 13 29 58 34 24
DE 236 48 16 32 52 31 21

UK, September 2013
Highest level of
education:
GCSE/O-level or 297 46 15 31 54 30 24
equivalent
AS/A-level or 222 49 10 39 51 32 18
equivalent
Vocational 173 40 12 28 60 38 21
qualification (eg
NVQs, BTEC)
(HNCs, HNDs)*
(including
undergraduate and
master’s degrees)
Gross annual
household income:
Under £15,500 232 50 13 38 50 28 22
£15,500-24,999 271 44 17 27 56 36 21
£25,000-49,999 445 47 12 35 53 31 22
£50,000 or over 210 53 15 38 47 29 18
Housing situation:
My home is being 486 52 15 37 48 31 16
My home is owned 280 36 10 26 64 32 32
outright
My home is rented 122 49 16 33 51 31 20
My home is rented 232 54 16 38 46 28 18
My home is rented 116 47 12 35 53 33 20
from a housing
association/Others
Presence of own
children:
Aged 0-4 167 57 16 41 43 30 13
Aged 5-9 202 65 23 43 35 27 7
Aged 10-15 300 57 18 39 43 30 13
Aged 16-18 188 57 21 37 43 27 16
Any children 589 56 18 38 44 30 14
No children in 647 41 10 31 59 32 27
household
Household size:
1 127 40 9 31 60 36 24
2 353 41 9 31 59 31 28
3 294 49 15 33 51 32 20
4 288 52 14 38 48 29 19
5 or more 174 62 24 39 38 30 8
Current marital
status:
Single 453 48 15 33 52 33 18
Married/Civil 715 48 13 35 52 30 22
married

UK, September 2013
Healthy – I have 261 50 21 29 50 29 21
my savings
OK – I get by, but 573 48 12 36 52 32 20
the time the basics
are taken care of
Tight – I’m making 303 47 10 37 53 32 21
ends meet, but only
just
Struggling – I’m in 99 47 18 29 53 29 23
danger of falling
loan repayments/In
loan repayments or
household bills*
SOURCE: GMI/MINTEL
FIGURE 109: IMPORTANCE OF ONLINE VIDEO STREAMING SERVICES CAN BE ACCESSED THROUGH THE CONSOLE AS A FEATURE
IN NEW CONSOLES, BY DEMOGRAPHICS, JULY 2013

% % % % % %
All 1,236 54 18 36 46 25 20
Gender:
Male 692 53 18 35 47 26 21
Female 544 56 19 37 44 24 20
Age:
16-24 301 66 24 42 34 20 14
25-34 302 65 24 41 35 26 9
35-44 266 53 18 35 47 29 17
45-54 208 40 8 32 60 32 28
55+ 159 32 9 23 68 19 49
Region:
London
South East/East 287 50 15 35 50 26 24
Anglia
South West and 148 55 15 40 45 24 22
Wales
East and West 214 52 19 33 48 25 23
Midlands
North West 131 60 21 40 40 22 18
Yorkshire and 121 47 15 32 53 31 22
Humberside
Area:
living outside a
town/city)
Village/Rural 191 42 12 30 58 29 29
location/Other

UK, September 2013
Working status:
(30+ hours/week)
(less than 30
hours/week)
Retired* 82 27 7 20 73 20 54
other reason
Socio-economic
group:
AB 346 61 21 40 39 19 20
C1 375 54 17 38 46 29 17
C2 279 47 14 33 53 29 24
DE 236 53 21 31 47 26 21
Highest level of
education:
GCSE/O-level or 297 47 18 29 53 29 24
equivalent
AS/A-level or 222 59 20 38 41 25 17
equivalent
Vocational 173 49 13 36 51 28 23
qualification (eg
NVQs, BTEC)
(HNCs, HNDs)*
(including
undergraduate and
master’s degrees)
Gross annual
household income:
Under £15,500 232 53 16 37 47 25 22
£15,500-24,999 271 49 19 30 51 30 21
£25,000-49,999 445 55 18 37 45 25 20
£50,000 or over 210 61 21 40 39 21 18
Housing situation:
My home is being 486 59 19 41 41 24 17
My home is owned 280 43 14 29 58 27 30
outright
My home is rented 122 57 19 39 43 24 19
My home is rented 232 57 22 35 43 27 16
My home is rented 116 52 18 34 48 28 20
from a housing
association/Others
Presence of own
children:
Aged 0-4 167 66 28 39 34 22 11
Aged 5-9 202 73 29 44 27 20 7
Aged 10-15 300 67 24 43 33 19 14
Aged 16-18 188 64 25 39 36 21 14
Any children 589 64 23 41 36 22 14
No children in 647 45 14 32 55 29 26
household

UK, September 2013
Household size:
1 127 40 15 25 60 33 27
2 353 46 14 32 54 27 27
3 294 56 18 38 44 25 18
4 288 58 16 42 42 24 18
5 or more 174 72 33 39 28 20 9
Current marital
status:
Single 453 56 20 35 44 27 17
Married/Civil 715 54 17 37 46 25 21
married
Healthy – I have 261 58 27 31 42 23 19
my savings
OK – I get by, but 573 55 17 38 45 25 20
the time the basics
are taken care of
Tight – I’m making 303 49 14 35 51 30 21
ends meet, but only
just
Struggling – I’m in 99 54 12 41 46 23 23
danger of falling
loan repayments/In
loan repayments or
household bills*
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 110: IMPORTANCE OF INDEPENDENT GAMES CAN BE PLAYED ON THE CONSOLE AS A FEATURE IN NEW CONSOLES, BY
DEMOGRAPHICS, JULY 2013

% % % % % %
All 1,236 62 19 43 38 23 15
Gender:
Male 692 62 20 41 38 23 15
Female 544 62 18 44 38 23 15
Age:
16-24 301 70 29 41 30 19 12
25-34 302 71 23 48 29 25 4
35-44 266 62 16 46 38 28 10
45-54 208 56 12 44 44 26 18
55+ 159 36 9 27 64 19 45
Region:
London
South East/East 287 60 14 46 40 23 17
Anglia
South West and 148 58 17 41 42 22 20
Wales
East and West 214 59 23 36 41 25 16
Midlands
North West 131 67 21 47 33 21 12
Yorkshire and 121 56 18 38 44 30 14
Humberside
Area:
living outside a
town/city)
Village/Rural 191 51 15 36 49 27 22
location/Other
Working status:
(30+ hours/week)
(less than 30
hours/week)
Retired* 82 32 7 24 68 17 51
other reason
Socio-economic
group:
AB 346 67 24 43 33 17 16
C1 375 60 15 45 40 28 12
C2 279 59 18 41 41 23 19
DE 236 61 20 41 39 27 13

UK, September 2013
Highest level of
education:
GCSE/O-level or 297 57 19 38 43 24 20
equivalent
AS/A-level or 222 64 18 46 36 23 14
equivalent
Vocational 173 60 16 44 40 27 13
qualification (eg
NVQs, BTEC)
(HNCs, HNDs)*
(including
undergraduate and
master’s degrees)
Gross annual
household income:
Under £15,500 232 59 19 40 41 25 16
£15,500-24,999 271 61 19 42 39 26 13
£25,000-49,999 445 62 20 41 38 23 15
£50,000 or over 210 66 17 49 34 20 14
Housing situation:
My home is being 486 67 20 47 33 23 10
My home is owned 280 54 17 37 46 21 25
outright
My home is rented 122 61 16 45 39 24 16
My home is rented 232 62 21 41 38 25 13
My home is rented 116 59 21 39 41 28 13
from a housing
association/Others
Presence of own
children:
Aged 0-4 167 68 25 44 32 26 5
Aged 5-9 202 76 33 43 24 20 3
Aged 10-15 300 71 26 45 29 20 9
Aged 16-18 188 65 24 41 35 23 12
Any children 589 69 24 45 31 23 8
No children in 647 55 15 40 45 24 21
household
Household size:
1 127 55 13 42 45 24 21
2 353 55 14 41 45 23 22
3 294 62 17 45 38 26 12
4 288 66 22 44 34 23 11
5 or more 174 72 33 39 28 21 7
Current marital
status:
Single 453 66 23 43 34 21 13
Married/Civil 715 60 17 43 40 25 15
married

UK, September 2013
Healthy – I have 261 66 25 41 34 18 16
my savings
OK – I get by, but 573 62 17 45 38 24 14
the time the basics
are taken care of
Tight – I’m making 303 59 16 43 41 27 14
ends meet, but only
just
Struggling – I’m in 99 59 25 33 41 24 17
danger of falling
loan repayments/In
loan repayments or
household bills*
SOURCE: GMI/MINTEL
FIGURE 111: IMPORTANCE OF GAMES THAT EXIST DIGITALLY ON THE CONSOLE CAN BE LENT TO FRIENDS AS A FEATURE IN NEW

% % % % % %
All 1,236 59 19 39 41 26 15
Gender:
Male 692 59 21 38 41 26 15
Female 544 59 17 42 41 26 15
Age:
16-24 301 72 28 45 28 20 8
25-34 302 68 24 43 32 25 7
35-44 266 56 14 42 44 33 11
45-54 208 51 14 37 49 29 19
55+ 159 31 10 21 69 24 45
Region:
London
South East/East 287 53 15 38 47 30 17
Anglia
South West and 148 57 16 41 43 24 19
Wales
East and West 214 59 21 38 41 25 16
Midlands
North West 131 66 25 40 34 19 15
Yorkshire and 121 53 20 33 47 32 15
Humberside
Area:
living outside a
town/city)
Village/Rural 191 46 12 35 54 29 25
location/Other

UK, September 2013
Working status:
(30+ hours/week)
(less than 30
hours/week)
Retired* 82 28 10 18 72 20 52
other reason
Socio-economic
group:
AB 346 64 22 41 36 23 13
C1 375 59 17 42 41 28 13
C2 279 56 18 38 44 24 19
DE 236 55 20 35 45 29 16
Highest level of
education:
GCSE/O-level or 297 57 19 38 43 24 19
equivalent
AS/A-level or 222 64 17 47 36 22 14
equivalent
Vocational 173 51 19 32 49 34 15
qualification (eg
NVQs, BTEC)
(HNCs, HNDs)*
(including
undergraduate and
master’s degrees)
Gross annual
household income:
Under £15,500 232 58 17 41 42 25 16
£15,500-24,999 271 58 20 38 42 27 15
£25,000-49,999 445 60 19 41 40 24 16
£50,000 or over 210 59 22 37 41 30 11
Housing situation:
My home is being 486 65 21 44 35 23 12
My home is owned 280 47 15 32 53 29 24
outright
My home is rented 122 55 18 37 45 30 15
My home is rented 232 65 21 44 35 23 13
My home is rented 116 53 22 31 47 32 15
from a housing
association/Others
Presence of own
children:
Aged 0-4 167 64 22 43 36 28 8
Aged 5-9 202 71 27 44 29 25 4
Aged 10-15 300 68 27 41 32 22 10
Aged 16-18 188 69 26 43 31 20 12
Any children 589 67 24 43 33 24 10
No children in 647 52 15 37 48 28 20
household

UK, September 2013
Household size:
1 127 57 15 42 43 21 22
2 353 49 14 35 51 29 21
3 294 62 18 43 38 26 13
4 288 60 21 39 40 27 12
5 or more 174 72 31 41 28 21 6
Current marital
status:
Single 453 64 23 42 36 23 13
Married/Civil 715 55 18 37 45 29 16
married
Healthy – I have 261 61 25 36 39 23 15
my savings
OK – I get by, but 573 58 18 40 42 28 14
the time the basics
are taken care of
Tight – I’m making 303 61 18 43 39 24 15
ends meet, but only
just
Struggling – I’m in 99 53 18 34 47 27 20
danger of falling
loan repayments/In
loan repayments or
household bills*
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 112: IMPORTANCE OF FREE ONLINE MULTIPLAYER AS A FEATURE IN NEW CONSOLES, BY DEMOGRAPHICS, JULY 2013

% % % % % %
All 1,236 68 30 38 32 17 15
Gender:
Male 692 70 33 37 30 15 15
Female 544 66 28 39 34 19 14
Age:
16-24 301 79 43 36 21 12 9
25-34 302 78 35 43 22 15 7
35-44 266 69 24 44 31 22 9
45-54 208 58 23 35 42 23 20
55+ 159 43 18 26 57 15 42
Region:
London
South East/East 287 64 23 41 36 20 15
Anglia
South West and 148 67 29 38 33 15 18
Wales
East and West 214 70 34 36 30 15 15
Midlands
North West 131 69 38 31 31 18 12
Yorkshire and 121 61 24 37 39 19 20
Humberside
Area:
living outside a
town/city)
Village/Rural 191 59 21 38 41 18 23
location/Other
Working status:
(30+ hours/week)
(less than 30
hours/week)
Retired* 82 35 13 22 65 17 48
other reason
Socio-economic
group:
AB 346 71 34 37 29 13 16
C1 375 66 27 39 34 22 12
C2 279 67 30 36 33 17 16
DE 236 71 31 40 29 16 14

UK, September 2013
Highest level of
education:
GCSE/O-level or 297 67 31 37 33 16 17
equivalent
AS/A-level or 222 70 31 40 30 17 13
equivalent
Vocational 173 70 28 42 30 18 12
qualification (eg
NVQs, BTEC)
(HNCs, HNDs)*
(including
undergraduate and
master’s degrees)
Gross annual
household income:
Under £15,500 232 68 25 44 32 15 17
£15,500-24,999 271 66 33 33 34 19 14
£25,000-49,999 445 68 30 38 32 18 14
£50,000 or over 210 73 31 41 27 14 13
Housing situation:
My home is being 486 73 32 41 27 16 11
My home is owned 280 56 23 34 44 20 24
outright
My home is rented 122 71 34 38 29 14 15
My home is rented 232 71 31 40 29 18 11
My home is rented 116 69 35 34 31 16 16
from a housing
association/Others
Presence of own
children:
Aged 0-4 167 78 30 48 22 17 5
Aged 5-9 202 82 42 40 18 14 4
Aged 10-15 300 78 42 36 22 14 8
Aged 16-18 188 79 47 32 21 11 10
Any children 589 77 37 40 23 14 9
No children in 647 60 24 36 40 20 20
household
Household size:
1 127 58 18 40 42 20 22
2 353 58 23 36 42 20 21
3 294 70 31 38 30 18 12
4 288 75 33 42 25 14 11
5 or more 174 82 48 34 18 13 5
Current marital
status:
Single 453 73 37 36 27 14 13
Married/Civil 715 66 26 39 34 19 15
married

UK, September 2013
Healthy – I have 261 69 36 33 31 14 17
my savings
OK – I get by, but 573 69 29 40 31 18 13
the time the basics
are taken care of
Tight – I’m making 303 67 27 40 33 18 14
ends meet, but only
just
Struggling – I’m in 99 66 35 30 34 17 17
danger of falling
loan repayments/In
loan repayments or
household bills*
SOURCE: GMI/MINTEL
FIGURE 113: IMPORTANCE OF THE ABILITY TO PLAY GAMES WITHOUT AN INTERNET CONNECTION AS A FEATURE IN NEW

% % % % % %
All 1,236 79 41 38 21 11 10
Gender:
Male 692 78 44 34 22 12 10
Female 544 80 38 42 20 10 10
Age:
16-24 301 87 51 36 13 8 5
25-34 302 85 45 40 15 11 4
35-44 266 80 41 39 20 14 6
45-54 208 75 37 38 25 13 12
55+ 159 56 23 33 44 11 33
Region:
London
South East/East 287 78 41 37 22 12 10
Anglia
South West and 148 76 38 38 24 11 14
Wales
East and West 214 79 43 36 21 9 12
Midlands
North West 131 81 45 36 19 13 6
Yorkshire and 121 79 42 37 21 10 11
Humberside
Area:
living outside a
town/city)
Village/Rural 191 74 38 36 26 9 17
location/Other

UK, September 2013
Working status:
(30+ hours/week)
(less than 30
hours/week)
Retired* 82 51 18 33 49 13 35
other reason
Socio-economic
group:
AB 346 77 44 34 23 10 13
C1 375 83 43 40 17 10 7
C2 279 77 36 42 23 11 11
DE 236 78 41 36 22 15 7
Highest level of
education:
GCSE/O-level or 297 76 41 36 24 11 12
equivalent
AS/A-level or 222 78 42 36 22 11 11
equivalent
Vocational 173 83 38 45 17 10 7
qualification (eg
NVQs, BTEC)
(HNCs, HNDs)*
(including
undergraduate and
master’s degrees)
Gross annual
household income:
Under £15,500 232 80 38 41 20 14 6
£15,500-24,999 271 79 45 34 21 11 10
£25,000-49,999 445 76 40 36 24 12 12
£50,000 or over 210 84 42 41 16 8 8
Housing situation:
My home is being 486 79 42 37 21 12 9
My home is owned 280 72 39 33 28 12 16
outright
My home is rented 122 80 45 35 20 10 10
My home is rented 232 84 39 44 16 10 6
My home is rented 116 85 41 44 15 9 5
from a housing
association/Others
Presence of own
children:
Aged 0-4 167 87 40 47 13 9 4
Aged 5-9 202 89 51 38 11 9 2
Aged 10-15 300 84 43 41 16 11 5
Aged 16-18 188 81 46 36 19 11 7
Any children 589 84 43 41 16 10 6
No children in 647 74 39 35 26 12 13
household

UK, September 2013
Household size:
1 127 74 37 37 26 14 12
2 353 74 38 36 26 12 14
3 294 81 40 40 19 11 9
4 288 82 43 39 18 10 8
5 or more 174 85 50 35 15 11 3
Current marital
status:
Single 453 83 49 34 17 10 8
Married/Civil 715 76 37 39 24 13 11
married
Healthy – I have 261 81 48 33 19 10 9
my savings
OK – I get by, but 573 77 40 37 23 12 11
the time the basics
are taken care of
Tight – I’m making 303 79 37 42 21 13 8
ends meet, but only
just
Struggling – I’m in 99 84 41 42 16 6 10
danger of falling
loan repayments/In
loan repayments or
household bills*
SOURCE: GMI/MINTEL

Appendix – Main Users and the Influence of Children Video Games and Consoles
UK, September 2013
Appendix – Main Users and the Influence of Children

FIGURE 114: MAIN FUTURE USER OF ANY NEW CONSOLE IN THE HOME, JULY 2013
I would be 42
My child(ren) would be 19
Other adults in the household would be 12
I would never buy a new console for my household 27
SOURCE: GMI/MINTEL
FIGURE 115: INTEREST IN NEXT-GENERATION CONSOLES, BY MAIN FUTURE USER OF ANY NEW CONSOLE IN THE HOME, JULY
2013
All I would be My Other adults I would never

child(ren) in the buy a new
would be household console for
would be my household
Base: internet users aged 16+ 2,000 837 372 249 542
% % % % %
Sony PlayStation:
I will definitely buy this console 12 22 12 6 -
I might be interested in buying 28 43 36 26 -
this console
I have no interest in buying this 60 35 52 68 100
console
Microsoft Xbox One:

I will definitely buy this console 9 16 9 4 -
I might be interested in buying 24 37 31 24 -
this console
console
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 116: MAIN FUTURE USER OF ANY NEW CONSOLE IN THE HOME, BY DEMOGRAPHICS, JULY 2013
Sample I would be My Other adults I would

size child(ren) in the never buy a
would be household new console
would be for my
household
% % % %
All 2,000 42 19 12 27
Gender:
Male 1,000 55 16 6 23
Female 1,000 29 21 19 32
Age:
16-24 344 74 4 12 9
25-34 381 58 14 17 12
35-44 379 39 39 6 17
45-54 370 25 36 15 24
55-64 266 23 8 14 56
65+ 260 23 2 11 64
Region:
North West 204 39 22 14 25
Area:
Urban location (ie living in a 809 47 18 13 22
town/city)
Suburban location (ie close to 824 39 21 13 27
town/city)
Working status:
hours/week)
Retired 321 24 2 11 63
AB 578 42 18 11 30
C1 577 45 17 14 25
C2 414 41 25 12 21
D 290 43 19 16 22
E 141 31 8 9 52

UK, September 2013

No formal qualification* 84 25 12 17 46
BTEC)
Further qualification (HNCs, HNDs) 149 40 15 11 34
degrees)

Under £9,500 130 45 10 8 37
£9,500-15,499 276 43 14 13 30
£15,500-24,999 452 41 17 13 29
£25,000-49,999 718 41 23 11 25
£50,000 or over 286 44 21 16 18
Don’t know/Refused 138 38 15 12 35
Housing situation:
My home is being bought on a 731 42 26 11 21
mortgage
My home is owned outright 565 36 9 11 43
My home is rented from a local 183 47 20 12 21
authority
My home is rented from a private 341 48 15 17 20
landlord
My home is rented from a housing 180 43 22 14 21
association/Others

Aged 0-4 217 50 29 13 8
Aged 5-9 252 43 50 5 3
Aged 10-15 374 36 57 3 4
Aged 16-18 262 39 49 6 6
No children in household 1,228 44 - 16 40
Household size:
1 301 53 - 2 45
2 686 35 5 16 44
3 425 44 25 18 13
4 368 40 42 10 8
5 or more 220 48 35 9 8

Single 619 67 6 8 19
Married/Civil partnership/Living as 1,177 31 25 16 28
married
Separated, divorced or widowed 204 28 20 7 45

UK, September 2013
Healthy – I have money left at the 445 44 12 12 31
end of the month for a few luxuries or
to add to my savings
OK – I get by, but there’s not a lot left 880 44 18 12 26
of
Tight – I’m making ends meet, but 511 38 23 11 27
only just
repayments/In Trouble – I’ve missed
loan repayments or household bills
SOURCE: GMI/MINTEL
FIGURE 117: INFLUENCE OF CHILDREN ON THE CONSOLE BUYING PROCESS, JULY 2013
Base: 725 internet users aged 16+ who are planning to buy a new console and have child(ren) or teenager(s) at
home
I would decide without talking to my child(ren) 17

I would listen to my child’s/children’s wishes but I’d make the final decision 31
I would decide equally with my child(ren) 31
My child(ren) would make the final decision 15
Don’t know 6
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 118: INTEREST IN NEXT-GENERATION CONSOLES, BY INFLUENCE OF CHILDREN ON THE CONSOLE BUYING PROCESS,
JULY 2013
All I would I would listen I would My child(ren)

decide to my child’s/ decide would make
without children’s equally with the final
talking to wishes but I’d my decision
my make the final child(ren)
child(ren) decision
Base: internet users aged 16+ 725 122 222 227 112
who are planning to buy a new
console and have child(ren) or
teenager(s) at home
% % % % %
Sony PlayStation:
I will definitely buy this console 22 33 18 22 21
I might be interested in buying 38 42 40 41 26
this console
console
Microsoft Xbox One:

I will definitely buy this console 17 20 20 17 12
I might be interested in buying 35 40 29 40 33
this console
console
SOURCE: GMI/MINTEL

UK, September 2013
FIGURE 119: DESIRABILITY OF FEATURES FOR CONSUMERS, BY INFLUENCE OF CHILDREN ON THE CONSOLE BUYING PROCESS,
JULY 2013
All I would decide I would listen to my I would decide

without talking child’s/children’s equally with my
to my wishes but I’d child(ren)
child(ren) make the final
decision
Base: parents who have played 579 114 181 189
video games and planning to buy
a new console
% % % %

Any important 54 49 48 60
Very important 20 21 15 23
Somewhat important 34 28 32 37
Any unimportant 46 51 52 40
Not very important 34 35 38 31
Not at all important 12 16 15 10


playing):

from the console:

UK, September 2013
console:




through download) can be

friends:

UK, September 2013


(ie not needing to ‘check in’
SOURCE: GMI/MINTEL
FIGURE 120: INFLUENCE OF CHILDREN ON THE CONSOLE BUYING PROCESS, BY DESIRABILITY OF FEATURES FOR CONSUMERS –
BEING ABLE TO CONTROL THE CONSOLE THROUGH VOICE OR GESTURES RATHER THAN WITH A CONTROLLER, JULY 2013
All Any Very Somewhat Any Not very

important important important unimportant important
Base: parents who have played 579 314 116 198 265 195
video games and planning to buy a
new console
% % % % % %
I would decide without talking to my 20 18 21 16 22 21

child(ren)
I would listen to my child’s/children’s 31 27 24 29 36 35
wishes but I’d make the final
decision
I would decide equally with my 33 36 37 35 29 30
child(ren)
My child(ren) would make the final 12 14 16 13 9 9
decision
Don’t know 5 4 2 6 5 6
SOURCE: GMI/MINTEL
BEING ABLE TO PLAY GAMES THROUGH VOICE OR GESTURE, RATHER THAN WITH A CONTROLLER, JULY 2013

Base: parents who have played video 579 316 109 207 263 201
games and planning to buy a new
console
% % % % % %

child(ren)
wishes but I’d make the final decision
child(ren)
decision
Don’t know 5 4 2 5 5 6
SOURCE: GMI/MINTEL

UK, September 2013
BEING ABLE TO LINK A SECOND DEVICE TO THE CONSOLE TO SHOW EXTRA INFORMATION, JULY 2013

console
% % % % % %

child(ren)
child(ren)
decision
Don’t know 5 4 2 6 5 6
SOURCE: GMI/MINTEL
THE ABILITY TO SHARE CLIPS OF YOUR GAMEPLAY WITH OTHERS FROM THE CONSOLE, JULY 2013

important important important unimportant important important*
Base: parents who have 579 317 117 200 262 162 100
played video games and
planning to buy a new
console
% % % % % % %
I would decide without 20 19 17 21 20 19 22

talking to my child(ren)
I would listen to my 31 29 27 30 34 35 34
child’s/children’s wishes
but I’d make the final
decision
I would decide equally 33 35 39 32 30 31 28
with my child(ren)
My child(ren) would 12 13 15 12 11 10 11
make the final decision
Don’t know 5 5 2 7 5 4 5
SOURCE: GMI/MINTEL

UK, September 2013
NO RESTRICTIONS ON PLAYING SECOND-HAND GAMES ON THE CONSOLE, JULY 2013
All Any Very Somewhat Any

important important important unimportant*
Base: parents who have played 579 501 288 213 78
video games and planning to buy a
new console
% % % % %
I would decide without talking to my 20 20 21 19 15

child(ren)
I would listen to my child’s/children’s 31 32 35 27 27
wishes but I’d make the final
decision
I would decide equally with my 33 33 29 37 33
child(ren)
My child(ren) would make the final 12 11 10 11 18
decision
Don’t know 5 4 4 5 6
SOURCE: GMI/MINTEL
THE CONSOLE CAN LINK WITH COMPUTERS IN THE HOUSE TO PLAY VIDEOS AND MUSIC FROM THEM, JULY 2013

a new console
% % % % % %
I would decide without talking to 20 19 19 20 20 21

my child(ren)
I would listen to my 31 31 29 33 31 31
child’s/children’s wishes but I’d
child(ren)
decision
Don’t know 5 4 2 5 6 6
SOURCE: GMI/MINTEL

UK, September 2013
ONLINE MUSIC STREAMING SERVICES CAN BE ACCESSED THROUGH THE CONSOLE, JULY 2013

Base: parents who have 579 331 107 224 248 171 77
played video games and
planning to buy a new
console
% % % % % % %
I would decide without 20 20 20 20 19 19 19

talking to my child(ren)
child’s/children’s wishes
but I’d make the final
decision
I would decide equally 33 33 32 33 32 34 29
with my child(ren)
My child(ren) would make 12 14 18 13 8 8 10
the final decision
Don’t know 5 4 3 5 5 4 8
SOURCE: GMI/MINTEL
ONLINE VIDEO STREAMING SERVICES CAN BE ACCESSED THROUGH THE CONSOLE, JULY 2013

Base: parents who 579 375 134 241 204 129 75
have played video
games and planning
to buy a new
console
% % % % % % %
I would decide 20 19 18 20 20 22 17
without talking to my
child(ren)
child’s/children’s
wishes but I’d make
the final decision
I would decide 33 33 31 34 33 33 32
equally with my
child(ren)
My child(ren) would 12 13 14 13 9 9 9
make the final
decision
Don’t know 5 4 4 4 5 6 4
SOURCE: GMI/MINTEL

UK, September 2013
INDEPENDENT GAMES CAN BE PLAYED ON THE CONSOLE, JULY 2013

video games and planning to
buy a new console
% % % % % %

my child(ren)
child(ren)
My child(ren) would make the 12 11 18 8 13 13
final decision
Don’t know 5 4 1 5 6 8
SOURCE: GMI/MINTEL
GAMES THAT EXIST DIGITALLY ON THE CONSOLE CAN BE LENT TO FRIENDS, JULY 2013

video games and planning to
buy a new console
% % % % % %

my child(ren)
child(ren)
My child(ren) would make the 12 12 11 12 12 12
final decision
Don’t know 5 4 4 5 5 6
SOURCE: GMI/MINTEL
FREE ONLINE MULTIPLAYER, JULY 2013

important important important unimportant important*
console
% % % % % %

child(ren)
child(ren)
decision
Don’t know 5 5 4 6 5 5
SOURCE: GMI/MINTEL

UK, September 2013
THE ABILITY TO PLAY GAMES WITHOUT AN INTERNET CONNECTION, JULY 2013
All Any Very Somewhat Any

important important important unimportant*
Base: parents who have played 579 492 255 237 87
a new console
% % % % %
I would decide without talking to 20 20 21 19 17

my child(ren)
I would listen to my 31 33 38 27 22
I would decide equally with my 33 31 27 35 43
child(ren)
My child(ren) would make the final 12 12 11 12 13
decision
Don’t know 5 4 3 6 6
SOURCE: GMI/MINTEL
FIGURE 132: INFLUENCE OF CHILDREN ON THE CONSOLE BUYING PROCESS, BY DEMOGRAPHICS, JULY 2013
Base: 725 internet users aged 16+ who are planning to buy a new console and have child(ren) or teenager(s) at
home
Sample I would I would I would My Don’t know

size decide listen to my decide child(ren)
without child’s/ equally would make
talking to children’s with my the final
my wishes but child(ren) decision
child(ren) I’d make the
final
decision
% % % % %
All 725 17 31 31 15 6
Gender:
Male 359 23 29 32 13 4
Female 366 11 33 31 18 7
Age:
16-24 146 22 24 34 9 12
25-34 179 27 32 25 12 3
35-44 206 15 35 31 16 4
45+ 194 6 29 36 23 6
Region:
South West and Wales* 87 11 31 33 15 9
North West/Yorkshire and 155 16 37 27 16 4
Humberside
North and Scotland* 85 9 25 33 27 6

UK, September 2013
Area:
Urban location (ie living in a 327 19 30 31 15 6
town/city)
Suburban location (ie close to 305 16 34 31 14 4
town/city)
Village/Rural location/Other* 93 13 23 33 20 11
Working status:
hours/week)
Employee part-time/Any self- 174 10 32 32 20 7
employed
In full-time education* 82 18 20 41 6 15
Retired/Not working for any 104 13 35 28 18 7
other reason
AB 231 18 29 35 15 3
C1 188 16 31 30 12 10
C2 172 17 33 31 17 3
DE 134 15 31 27 19 8

Vocational qualification (eg 118 14 33 35 13 5
NVQs, BTEC)
degrees)
Gross annual household

income:
Under £15,500 117 14 29 36 13 9
£15,500-24,999 140 18 33 25 19 6
£25,000-49,999 285 14 32 32 17 5
£50,000 or over 142 24 29 30 13 4
Housing situation:
My home is being bought on a 367 17 32 31 15 6
mortgage
My home is owned outright* 100 12 33 33 17 5
My home is rented from a local 258 19 28 32 15 6
authority/private
landlord/housing
association/Others

Aged 0-4 199 30 32 22 11 6
Aged 5-9 245 16 37 31 13 3
Aged 10-15 360 12 32 36 16 4
Aged 16-18 245 12 28 27 24 8
Any children 725 17 31 31 15 6
Household size:
2-3 296 20 27 32 15 7
4 265 15 31 32 16 5
5 or more 164 15 35 29 16 5

Single 165 19 29 32 10 10
Married/Civil partnership/Living 508 17 32 31 16 5
as married

UK, September 2013
Healthy – I have money left at 145 18 29 32 14 6
the end of the month for a few
luxuries or to add to my savings
OK – I get by, but there’s not a 329 19 29 33 15 4
lot left by the time the basics
are taken care of
Tight – I’m making ends meet, 251 13 34 28 17 8
but only just/Struggling – I’m in
danger of falling behind with
bills or loan repayments/In
Trouble – I’ve missed loan
repayments or household bills
SOURCE: GMI/MINTEL

Appendix: Research methodology
UK Research Methodology Video Games and Consoles
UK, September 2013
UK Research Methodology
Mintel is an independent market analysis company that prides itself on supplying objective
information on a whole range of markets and marketing issues.
There are five main sources of research that are used in the compilation of Mintel reports:
 Consumer research
 Desk Research
 Trade research
 Statistical forecasting.
 Mintel’s exclusive archive of over 40 years of analysis and expertise
Mintel reports are written and managed by analysts with experience in the relevant markets.
Consumer research
Exclusive and original quantitative consumer research is commissioned for almost all Mintel reports.
In addition, qualitative research is also undertaken for a large proportion of reports in the form of
online focus groups. Mintel invests a considerable sum each year in consumer research, and the
purchaser of a Mintel report benefits, as the price of an individual report is less than the cost of the
original research alone. The research brings an up-to-date and unique insight into topical issues of
importance.
Consumer research is conducted among a nationally representative sample of either adults or internet
users and is generally carried out by GMI (online), Ipsos Mori (face to face), while other suppliers are
used on an ad hoc basis as required. The results are only available in Mintel reports.
Sampling and weighting
Face to Face Surveys
Ipsos Mori
Ipsos MORI Capibus uses a two-stage random location sample design which generates a very high
quality sample representative of the Great Britain adult population. Interviews are sampled from 145
Output Areas, randomly selected every week, and MOSAIC is employed to set interlocking quota
controls specific to each interviewer location. This ensures consistent accurate representation of the
locations interviewed every week. By using this proven sample design, all sub-sectors of the
population are represented – at a national and regional level.
All information collected on Capibus is then weighted to reflect the known profile of the adult
population in Great Britain. Capibus uses a rim weighting system which weights to mid-2010 census
and NRS defined profiles for age, social grade, region and working status - within gender. Additional
profiles used include tenure and car in household, for example.
Because the sampling process is repeated every week, the Capibus sample is matched wave on wave,
making it ideal for taking successive measurements on the same issue.
UK, September 2013
Online Surveys
GMI
Founded in 1999, GMI’s double opt-in online consumer panel has reach to approximately 350,000
consumers in the UK. GMI delivers uniquely identified online respondents via extensive use of fraud
detection and location-verification technology at multiple points in the research cycle, from initial
registration through survey fielding and incentive redemption. GMI panelists are profiled on a wide
variety of attributes to deliver the specific hard-to-reach demographics.
TGI data
Additional quantitative data are taken from Kantar Media UK Ltd.’s Target Group Index surveys. The
main TGI survey used is a continuous self-completion survey among a representative sample of
around 25,000 adults throughout Great Britain.
Unless otherwise stated, consumer research data is presented as penetration, ie as a percentage of

demographic sub-groups (usually in rows) such as age.
Population profile
GB population profile, by demographic group, 2012 Q2
Base: adults aged 15+
All 100.0
Gender:
Men 48.8
Women 51.2
Age group:
15-24 15.7
25-34 16.1
35-44 16.8
45-54 16.9
55-64 14.2
65+ 20.3
AB 26.4
C1 28.0
C2 21.7
D 15.4
E 8.5
Presence of children:
Under 1 year 2.4
1-4 years 10.4
5-9 years 11.2
10-15 years 14.4
No children in household 71.1
Marital status:
Single 25.7
Married/living as married 60.6
Separated/divorced/widowed 13.7
Working status:
Full-time 37.7
Part-time 14.4
Not working 47.9
UK, September 2013
Household size:
1 person 19.1
2 persons 36.0
3 persons 19.4
4 persons 16.5
5 persons+ 9.0
Region:
Greater London 12.8
South East/East Anglia 23.7
South West 8.9
Wales 5.0
East & West Midlands 16.4
North West 10.6
Yorkshire & Humberside 8.8
North 5.2
Scotland 8.6
SOURCE: TGI /MINTEL
Definitions
Socio-economic group
Socio-economic groups are based on the head of household or chief income earner and are defined as
follows:
Socio-economic group Occupation of chief income earner
A Higher managerial, administrative or professional

B Intermediate managerial, administrative or professional
C1 Supervisory or clerical, and junior managerial, administrative or professional
C2 Skilled manual workers
D Semi and unskilled manual workers
E All those entirely dependent on the state long term, through sickness, unemployment,
old age or other reasons
Retired persons who have a company pension or private pension, or who have private means are
graded on their previous occupation.
Students in higher education living at home are graded on the occupation of the head of the
household. Students living away from home are graded C1 (no account is taken of casual or vacation
jobs).
Lifestage and Special Groups
In addition to the standard breaks, Mintel also analyses consumer research in the following manner.
Lifestage
Lifestages are derived from analysis of consumer research and are split into four main groups, as
follows. The following percentages are nationally representative. An internet representative would
differ slightly.
% of
population
Pre-family/no family aged under 45 who are not parents 29.1

Family any age with at least one child aged under 16 still at home 24.6
Third age aged 45-64 with no children aged under 16 still at home 26.0
Retired aged over 65 with no children aged under 16 still at home 20.3
UK, September 2013
Special Groups
As part of an on-going policy to find new ways of analysing data, Mintel has created of consumers to
typify consumer habits in the early years of the 21st Century. Unlike the lifestage groups, these groups
represent only sections of the population and do not account for all adults.
% of
population
ABC1 Pre/no family ABC1 Socio-economic group and in the pre/no 16.7
family lifestage
ABC1 Families ABC1 Socio-economic group and in the family 12.7
lifestage
ABC1 Third Age ABC1 Socio-economic group and in the third age 13.5
lifestage
ABC1 Retired ABC1 Socio-economic group and in the retired 11.1
(65+) lifestage
Two full-time earners couples where both partners work full-time 16.1
One person households under 65 aged under 65 and living alone 11.2
SOURCE: TGI / MINTEL
ACORN
Some reports also use consumer research analysed by ACORN category. ACORN is a geo-
demographic segmentation method, using census data to classify consumers according to the type of
residential area in which they live. Each postcode in the country can, therefore, be allocated an
ACORN category.
The classification is a more powerful differentiator of consumer behaviour than traditional socio-
economic and demographic indicators. The categories, and their components, are as follows:
ACORN category ACORN group % of population
19.3
Wealthy Achievers – Category 1 A – Wealthy Executives 5.7
B – Affluent Greys 6.2
C – Flourishing Families 7.4
10.4
Urban Prosperity – Category 2 D – Prosperous Professionals 1.9
E – Educated Urbanites 4.6
F – Aspiring Singles 3.9
29.7
Comfortably Off – Category 3 G – Starting Out 5.1
H – Secure Families 15.9
I – Settled Suburbia 6.8
J – Prudent Pensioners 1.9
16.8
Moderate Means – Category 4 K – Asian Communities 1.9
L – Post Industrial Families 5.4
M – Blue Collar Roots 9.5
23.3
Hard Pressed – Category 5 N – Struggling Families 15.0
O – Burdened Singles 4.5
P – High Rise Hardship 1.6
Q – Inner City Adversity 2.2
SOURCE: TGI / MINTEL

UK, September 2013
Confidence levels
Statistical confidence levels of + or – 2% or 3% can be applied to the data, depending on sample size
and percentage of respondents. For example, if 20% of a total sample of 1,000 adults say that they do
something, you can be 95% certain that the figure for the population lies between 17% and 23%. For a
sample of 2,000 adults, you can be 95% certain that the figure lies between 18% and 22%.
Consumer research is stored in a database supervised by Mintel’s statisticians. Additional analysis of

information too abundant to be included in published reports may be available for an additional
charge.
Qualitative Research
Toluna/ 2020 Research

Toluna in partnership with 20/20 Research provide Mintel with qualitative bulletin board software.
This allows the creation of Internet-based, ‘virtual’ venues where participants recruited from Mintel’s
online surveys gather and engage in interactive, text-based discussions lead by Mintel moderators.
Trade research
Informal
Trade research is undertaken for all reports. This involves contacting relevant players in the trade, not
only to gain information concerning their own operations, but also to obtain explanations and views of
the strategic issues pertinent to the market being researched. Such is Mintel’s concern with accuracy
that draft copies of reports are sent to industry representatives, to get their feedback and avoid any
misrepresentation of the market. These comments are incorporated into reports prior to final
publication.
Formal
Internally, Mintel’s analysts undertake extensive trade interviews with selected key experts in the field
for the majority of reports. The purpose of these interviews is to assess key issues in the market place
in order to ensure that any research undertaken takes these into account.
In addition, using experienced external researchers, trade research is undertaken for some reports. This
takes the form of full trade interview questionnaires and direct quotes are included in the report and
analysed by experts in the field. This gives a valuable insight into a range of trade views of topical
issues.
Desk research
Mintel has an internal team of desk researchers who monitor: government statistics, consumer and
trade association statistics, manufacturer sponsored reports, annual company reports and accounts,
directories, press articles from around the world and online databases. The latter are extracted from
hundreds of publications and websites, both British and overseas. All information is cross-referenced
for immediate access.
Data from other published sources are the latest available at the time of writing the report.
This information is supplemented by an extensive library of Mintel’s reports produced since 1972 and
added to each year by the 500+ reports which are produced annually.
UK, September 2013
In addition to in-house sources, researchers also occasionally use outside libraries such as the British
Library or the Department of Trade and Industry. Other information is also gathered from store and
exhibition visits across Europe, as well as using other databases within the Mintel Group, such as the
Global New Product Database (GNPD), which monitors FMCG sales promotions.
All analysts have access to Mintel ’s Market Size and Economic Database – a database containing all
areas of consumer spend and retail sales as well as macroeconomic and demographic factors which
impinge on consumer spending patterns, going back some 20 years.
The database is used in conjunction with an SPSS forecasting program which uses weighted historical
correlations of market dynamics, with independent variables, to produce future spending scenarios.
Statistical Forecasting
Statistical modelling
For the majority of reports, Mintel produces five-year forecasts based on an advanced
statistical technique known as ‘multivariate time series auto-regression’ using the statistical
software package SPSS.
Historical market size data feeding into each forecast are collated in Mintel’s own market size
database and supplemented by macro- and socio-economic data sourced from organisations
such as the Office for National Statistics, HM Treasury and the Bank of England.
Within the forecasting process, the model searches for, and analyses relationships between,
actual market sizes and a selection of key economic and demographic determinants
(independent variables) in order to identify those predictors having the most influence on the
market.
Factors used in a forecast are stated in the relevant report section alongside an interpretation
of their role in explaining the development in demand for the product or market in question.
Qualitative insight
At Mintel we understand that historic data is limited in its capacity to act as the only force
behind the future state of markets. Thus, rich qualitative insights from industry experts
regarding future events that might impact upon various markets play an invaluable role in our
post statistical modeling evaluation process.
As a result, the Mintel forecast complements a rigorous statistical process with in-depth
market knowledge and expertise to allow for additional factors or market conditions outside of
the capacity of the statistical forecast.
UK, September 2013
The Mintel fan chart

Forecasts of future economic outcomes are always subject to uncertainty. In order to raise
awareness amongst our clients and to illustrate this uncertainty, Mintel has introduced a new
way of displaying market size forecasts in the form of a fan-chart.
Next to historical market sizes and a current year estimate, the fan chart illustrates the
probability of various outcomes for the market value/volume over the next five years.
At a 95% confidence interval, we are saying that 95 out of 100 times the forecast will fall
within these outer limits, which we call the best and worst case forecasts. These, based on the
statistically driven forecast, are the highest (best case) and lowest (worst case) market sizes
the market is expected to achieve.
Over the next five years, the widening bands successively show the developments that occur
within 95%, 90%, 70% and 50% probability intervals. Statistical processes predict the central
forecast to fall within the darker shaded area which illustrates 50% probability, i.e. a 5 in 10
chance.
A general conclusion: Based on our current knowledge of given historic market size data as
well as projections for key macro- and socio-economic measures that were used to create the
forecast, we can assume that in 95% of the time the actual market size will fall within the
purple shaded fan. In 5% of all cases this model might not be correct due to random errors and
the actual market size will fall out of these boundaries.
Weather analogy
To illustrate uncertainty in forecasting in an everyday example, let us assume the following
weather forecast was produced based on the meteorologists’ current knowledge of the
previous weather condition during the last few days, atmospheric observations, incoming
weather fronts etc.
UK, September 2013
Now, how accurate is this forecast and how certain can we be that the temperature on
Saturday will indeed be 15°C?
To state that the temperature in central London on Saturday will rise to exactly 15°C is
possible but one can’t be 100% certain about that fact.
To say the temperature on Saturday will be between 13°C and 17°C is a broader statement
and much more probable.
In general, we can say that based on the existing statistical model, one can be 95% certain that
the temperature on Saturday will be between 13°C and 17°C, and respectively 50% certain it
will be between about 14.5°C and 15.5°C. Again, only in 5% of all cases this model might not
be correct due to random errors and the actual temperature on Saturday will fall out of these
boundaries and thus will be below 13°C or above 17°C.
( To learn more about uncertainty in weather forecasts visit:
http://research.metoffice.gov.uk/research/nwp/ensemble/uncertainty.html )
European Research Methodology

Mintel surveys the four major European markets - France, Germany, Spain and Italy - with varying
samples of 1,000 and 2,000 adults aged 16+. The surveys are conducted online, via GMI, spanning ten
waves of research a year and all are representative of the online population in each country with quotas
on age, gender and region.
GMI
FOUNDED IN 1999, GMI’S DOUBLE OPT-IN ONLINE CONSUMER PANEL HAS REACH OF APPROXIMATELY 240,000 CONSUMERS IN
GERMANY, 210,000 CONSUMERS IN FRANCE, 110,000 CONSUMERS IN ITALY AND 90,000 CONSUMERS IN SPAIN. GMI
DELIVERS UNIQUELY IDENTIFIED ONLINE RESPONDENTS VIA EXTENSIVE USE OF FRAUD DETECTION AND LOCATION-VERIFICATION
TECHNOLOGY AT MULTIPLE POINTS IN THE RESEARCH CYCLE, FROM INITIAL REGISTRATION THROUGH SURVEY FIELDING AND
INCENTIVE REDEMPTION. GMI PANELISTS ARE PROFILED ON A WIDE VARIETY OF ATTRIBUTES TO DELIVER THE SPECIFIC HARD-
TO-REACH DEMOGRAPHICS.

Video Games and Consoles - UK - September 2013

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Video Games and Consoles - UK - September 2013

Uploaded by

Copyright:

Available Formats

Video Games and

3. Unless otherwise agreed in writing in advance by Mintel, this

4. The Licensee acknowledges that all information and materials

5. The Licensee (or any subsequent user, whether licensed or

© Mintel Group Ltd. All rights reserved. i

Key points ..................................................................................................................................... 29

MARKET SHARE AND SEGMENTATION ........................................................................................... 35

BRAND COMMUNICATION AND PROMOTION ................................................................................. 53

© Mintel Group Ltd. All rights reserved. ii

Key points ..................................................................................................................................... 56

INTEREST IN PURCHASING NEXT-GENERATION CONSOLES ...................................................... 67

IMPORTANCE OF FEATURES WHEN BUYING A CONSOLE .......................................................... 75

MAIN USERS AND THE INFLUENCE OF CHILDREN ........................................................................ 83

© Mintel Group Ltd. All rights reserved. iii

APPENDIX – WHAT TYPES OF GAMERS ARE CONSUMERS? ...................................................... 90

APPENDIX – CONSOLE OWNERSHIP AND INTENTION TO PURCHASE ...................................... 93

APPENDIX – INTEREST IN PURCHASING NEXT-GENERATION CONSOLES ............................. 126

APPENDIX – IMPORTANCE OF FEATURES WHEN BUYING A CONSOLE .................................. 132

© Mintel Group Ltd. All rights reserved. iv

© Mintel Group Ltd. All rights reserved. v

UK RESEARCH METHODOLOGY..................................................................................................... 209

© Mintel Group Ltd. All rights reserved. vi

Consoles are split into two categories: Static and Portable.

© Mintel Group Ltd. All rights reserved. 1

© Mintel Group Ltd. All rights reserved. 2

3,000 Worst case (£m)

© Mintel Group Ltd. All rights reserved. 3

Raft of micro-consoles set to launch, but unlikely to impact industry

© Mintel Group Ltd. All rights reserved. 4

Companies, brands and innovation

© Mintel Group Ltd. All rights reserved. 5

FIGURE 3: TOP 30 BESTSELLING VIDEO GAME UNIT SALES, BY PUBLISHER, 2012

© Mintel Group Ltd. All rights reserved. 6

Similarly, Disney Infinity – a cross-platform game released in September 2013 – is complemented by

What type of gamers are consumers?

FIGURE 4: TYPE OF GAMER CONSUMERS CATEGORISE THEMSELVES AS, JULY 2013

Base: 2,000 internet users aged 16+

9% ‘Hardcore’ gamer, who

© Mintel Group Ltd. All rights reserved. 7

Console Ownership and Intention to Purchase

FIGURE 5: OWNERSHIP AND INTENTION TO PURCHASE CONSOLES BY CONSUMERS, JULY 2013

0% 20% 40% 60% 80% 100%

© Mintel Group Ltd. All rights reserved. 8

Interest in purchasing next-generation consoles

FIGURE 6: CONSUMERS’ INTEREST IN PURCHASING NEXT-GENERATION CONSOLES, JULY 2013

Base: 2,000 internet users aged 16+

0% 20% 40% 60% 80% 100%

Microsoft Xbox One 9 24 67

I will definitely buy this console

© Mintel Group Ltd. All rights reserved. 9

Importance of features when buying a console

0% 10% 20% 30% 40% 50% 60%70% 80% 90%100%

No restrictions on playing second-hand games

The ability to play games without an internet

Free online multiplayer 30 38 17 15

Independent (“Indie”) games (ie small, casual

The console can link with computers in the

Games that exist digitally on the console can

Being able to link a second device (eg a tablet

Online video streaming services (eg Netflix)

Online music streaming services (eg Spotify)

Being able to play games through voice or

Being able to control the console (eg switching

The ability to share clips of your gameplay with