Video Gamers in Europe Spring 2010
Foreword
Dear gamer,
According to this study, there is a 25.4% chance that if you are an adult living in Europe, you can indeed
be addressed as a gamer. To keep up with the continually evolving demographic of gamers, the definition
of a gamer includes for the first time people that occasionally play but don‟t necessarily buy games. They
may enjoy the occasional free game on their iPhone while waiting for the bus or spend time playing a
game on Facebook during their lunch hour. „Passing the time‟ is actually the main motivator for playing
online or on handheld systems.
We believe this is now the broadest, most in-depth study of adult gamers and non-gaming parents in
Europe. It gives some perspective on the user market size and the popularity of the different game
platforms. But it also dives into the attitudes and the motivations of people who play games, looking at
how games are perceived within the family, in comparison to other leisure activities and on the internet.
Of those that don‟t play games, 41% claim the main reason is because they „don‟t have the time‟, which is
understandable if you consider the hectic pace of European society. However, this and every other
primary reason given for not playing seems to be rooted in a misunderstanding of what kind of games are
on offer these days. Games are now played everywhere and by everyone. For every place, person,
agenda and budget, there is a type of game available. The data in this study show the industry has risen
to the challenge of broadening the market offering, both in terms of software and hardware. And I know
there is much more still to come, but perhaps the next challenge is communicating it more efficiently to
specific target groups.
On the subject of PEGI, it is heartening to see how much non-gaming parents in particular value the PEGI
age classification system. 89% of them say they find it quite to extremely useful when choosing games
for their children. That is exactly the purpose of PEGI. When you are not a gamer yourself (yet), a helping
hand to choose games that are suitable for your children seems indispensable. For many people, PEGI
already is that helping hand. Other results show that there is still work to be done to make the PEGI
symbols more widely recognised, but I have good hopes that recent and future marketing efforts by us
and the games industry will mean more and more people start to take note.
One thing is sure: with more than 95 million European 1 adults playing video games regularly and 253
million games sold at retail in 2009 (with a value of over 8 billion Euros) [Source: Screen Digest Dec
2009]2, it is important that the industry and policy makers keep in mind the games‟ place in society.
Simon Little
Managing Director
Interactive Software Federation of Europe
1
Consisting of UK, France, Germany, Italy, Spain, Portugal, Belgium, Netherlands, Switzerland, Austria, Denmark,
Sweden, Norway, Finland, Czech Republic, Poland, Hungary and Latvia
2
The Software Unit Sales and Sales Value estimates are provided by Screen Digest (December 2009). They cover
sales in Western Europe (UK, France, Italy, Germany, Spain, Portugal, Benelux, Scandinavia, Austria and Switzerland).
These figures are based purely on Boxed products only. They therefore exclude; digital sales, online sales, online
games subscriptions and second hand sales. They also exclude software sales on smart phones or mobile phones.
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Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
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Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
Executive Summary
Section 1 Market Size
The Numbers
 Across the 8 major European nations surveyed, 25.4% of adults have played a video game in the last
6 months
 This percentage varies from 38% in France to 17% in Italy and Poland
 Using this data we estimate there are 95.2 million adult Video Gamers across all 18 countries covered
by the Gamer Survey
 Gaming is most popular among the young, however almost 30% of 30-49 year olds play video games
 31% of males and 20% of females are Gamers; it is therefore not the male only preserve that it is
often portrayed in the press
Gamer Commitment
 Since the launch of the new games consoles there has been a marked increase in the numbers of
people enjoying gaming. However many of these new gamers are less dedicated to gaming and they
commit less time and money to gaming
 68% of all gamers in the 8 countries surveyed are in the three least dedicated gamer groups;
Intermittent, Marginal and Dabbler Gamers (See section 1 for definitions)
 The most dedicated group, Committed Gamers, make up less than 7% of all gamers, but they buy
many more games and play more hours than other groups
 Male and Younger Gamers are more likely to spending more time and money on gaming
Section 2 System Use
System Use
 Across Europe the PC remains the most used games system; it is the main system for 49% of
Gamers aged 16-49
 The Wii and Mobile Phones are the next most popular systems used as main systems for gaming,
used by 14% and 10% respectively
 A lot of DS/DS Lite/DSi systems are used as secondary gaming systems and the PS2 still has
significant use as a secondary machine (used by 29% and 25% of Gamers)
 Mobile phones are important main systems in all regions outside the UK, France and Germany
Handhelds
 54% of Gamers are playing a handheld gaming device
 41% of Gamers mostly play games on handheld consoles at home, 26% mostly play while travelling
and 17% mostly when waiting for someone
Multimedia Use
 Watching DVDs, listening to music, and watching films are the most popular secondary uses of
games systems with multimedia capabilities
 36% and 31% of Gamers use the Social networking and online chat services on their consoles
Hours of Gaming
 The inclusion in Spring 2010 of all Gamers has led to the identification of Intermittent Gamers who
are not playing games regularly every week. 31% of people who play games do not play regularly
for an hour or more each week
 The trend is towards less dedicated patterns of play; overall 76% of Gamers play for less than 5
hours a week
Games Purchase
 Almost 40% of people playing games have not bought or been given a game for themselves in the
last 12 months, they are playing the games others have bought
 14% of gamers are buying more than 3 games a year; together this group account for 56% of all
games purchases
 Numbers of purchases are highest in the UFIGS countries, purchases range from 2.7 games each in
the UK to 1.4 games each in North Eastern Europe
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Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
Section 3 Attitudes and Motivations for Video Gaming
Motivations for Playing Games
 The core motivations for playing games are fun (61%), relaxation (53%) and a positive way to pass
time (53%)
Motivations for Playing on Handheld Systems
 Handhelds are for many time fillers; „when I‟m bored/to pass the time‟, is the main reason given for
playing Handheld game systems by 52% of the Gamers that use them, and a further 8% say they
see it as „a good use of spare time‟
 „It‟s fun‟ is much less likely to be the main motivation for Gamers than when they play Console or
online games (16%)
Reasons For Not Playing
 The main reason Non Gamers don‟t play games is that they do not consider the benefits sufficiently
great and therefore do not make the time to play; 41% of Non Gamers say „I don‟t have the time‟
 The second main reason is a lack of interest in or understanding of games;
– 23% say video games are boring
– 9% say games are only for children
 11% of Non Gamers do not believe they are worth the money saying they are too expensive
 Only 7% claim games are too violent as the reason they do not play them
Encouraging Non Gamers to Play
 Most of the reasons given for not gaming by non gamers are issues that are not so much matters of
fact as of opinion or knowledge; they want to „be able to play with my children‟, „play for short
periods of time‟ etc, things others believe games provide
 Therefore, the
– motivations of Non Gamers are similar to many Gamers‟ motivations for playing games
– barriers to play are more about Non Gamers disinterest and lack of appreciation of what games
offer. More people may be encouraged to play if the ability of games to meet their interests can be
communicated to them in effectively
– The success in recent years of the new consoles and new games like Wii Fit, Guitar Hero and Dr
Kawashima‟s Brain Training to attract new people to gaming demonstrate the possibilities for
expanding further participation in games
Section 4 Video Games and the Family
Video Games as a Family Activity
 In Spring 2010 58% of all Gamers who are parents report playing games with their children
 The likelihood is related to how active a gamer the parent is; the more dedicated a gamer the more
likely they are to play with their children
Motivations to Play with Children
 The three main reasons for Parents playing with their children are:
– „It‟s fun‟ (27%)
– It allows the parent to spend time with their children (25%)
– They do it because their children have asked them to (24%)
 The child‟s wish to play with their parents is much less likely to be the main motivation
Monitoring Children‟s Purchase and game Play
 Parents are becoming much less involved in their children‟s purchases
 Across almost all regions the consistent pattern is for Gaming Parents to be more involved in their
children‟s games purchases than Non Gaming Parents; 31% of Gaming Parents and 42% of Non
Gaming Parents never monitor the games that their children purchase
 There is less difference between the two groups of parents over whether children are present when
games are bought; only 16% of parents buy their children‟s games either without their children or
rarely with their children present
 61% of Gaming parents have children present most/all of the time they buy games for them or allow
children to buy their own games unsupervised; this figure is 70% for Non Gaming Parents
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Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
Section 5 Video Gamers Broader Activities and Interests
Gamers Other Leisure Interests
 In 2010 simple social activities, like chatting with friends are a universally popular pastime (92%)
 Shopping (78%) and eating out (77%) are also enormously popular
 Exercising outdoors has the highest proportion of people who claim this is their favourite activity both
in absolute terms and in relation to the overall popularity of the activity
Time Spent on Leisure and Entertainment
 The broadening of the gaming audience is reflected in the fact that Gamers are now a group who
have many diverse interests; they are as likely to be playing sport or reading books as gaming
 The dominant pastimes remain watching TV, socialising and spending time on the internet
The Benefits of Video Gaming and Other Media
 Despite the 2010 sample covering a broader group of Gamers, they believe that games are the best
of the 3 media for keeping you mentally and physically fit
 More Gamers now agree that games:
– keep you mentally fit (50% + 8%)
– allow you to spend time with the family (35% + 6%)
– keep you physically fit (18% + 7%)
 A lower proportion of Gamers identify Games as:
– a fun way to spend time (55% - 17%)
– stimulating your imagination (45% - 12%)
Section 6 Online Gaming
The Prevalence of Online Gaming
 71% of Gamers played some form of Online game in the past 3 months
 Free online games make up a large volume of the online games played; 19% of Gamers are playing
paid for Online games, 68% of Gamers are playing free Online games
 Free Games on Games Websites (55%) and Games of Social Network Sites (37%) are the most
popular kinds of free games.
 Games you buy and then play free online is the most popular kind of paid for online gaming
Genre of Online Games
 Puzzle/Board/Game Show/Trivia/Card games are the most played Online Games; 58% of Gamers are
playing these games online
 26% of Gamers are playing MMO games
Who Gamers Play Online Games With
 The large increase in free online games now available via browsers and social networking sites,
means that 37% of gamers now report playing games online on their own
 Among Gamers who do play games with others, 20% of Online Gamers play against people in the
same room
Where Gamers Play Online
 95% of Online Gamers play games online at home
 21% play games online at friends houses
 Playing games online whilst travelling has increased to 9% in 2010, possibly a result of more online
games being available for the handheld systems and mobile phones
Why Gamers Play Online
 „It‟s fun‟ is the most quoted reason for playing gamers online (49%),
 To „pass the time‟ is the main reason most often given by Gamers (29%), „it's fun‟ (main reason
23%)
 Other important reasons include:
– To relax/de-stress (40% - 19% as a main reason)
– The challenge of the game (23% - 7%)
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Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
Section 7 Awareness and Perceptions of PEGI
Awareness of Rating Systems and Symbols
 Across Europe awareness of a video game age rating system is remarkably consistent among Gamers
and Non Gaming Parents within each country
 Only in Italy and North Eastern Europe are Non Gaming Parents less aware
Awareness of PEGI
 27% of Gamers and 16% of Non Gaming Parents recognise PEGI
 Non Gaming Parents are markedly less likely to be aware of PEGI in every region
Value of the PEGI System
 76% of Gamers and 89% of Non Gaming Parents who are aware of the system find the PEGI age
rating system „quite/extremely‟ useful
 It is a pattern consistent across every region
Awareness and Understanding and Use of the PEGI Content Labels
 New to the survey in 2010 we have tested awareness and usefulness of the PEGI labels
 Gamers are consistently more likely to be „aware of/have seen‟ the labels than Non Gaming Parents;
average awareness across all the labels is 34% for Gamers and 22% for Non Gaming Parents
 The most recognised symbols are:
– Violence (46% Gamers - 27% Non Gaming Parents)
– Sex (38% - 29%) and
– Gambling (38% - 25%)
– which may in part reflect the use of the widely used symbols adopted rather than their specific use
on games
 On average in 93% of cases Gamers aware of a label also claim to understand what a game carrying
it would contain; Non Gaming Parents are almost as confident at 87%
 Both groups are least likely to be confident about „Nudity‟ (83% Gamers - 78% Non Gaming Parents)
 Non Gaming Parents are less confident about „Drugs‟ 80% and „Online‟ 83%
 Clearly the descriptive word on each label contributes to the understanding of its meaning
 The labels perform equally well in all regions
 58% of Gaming Parents and 59% of non Gaming Parents consider the labels are very/extremely
useful in helping them to decide upon a games purchase
PEGI Online Symbol
 Only 11% of Gamers are aware of the PEGI online symbol
 21% of all Gamers claim to understand the meaning of the symbol; this is more than the number
who are aware of it, suggesting it communicates some meaning in a self explanatory manner. The
survey did not test if this understanding was correct
 Of this small number of Gamers who claim to understand the symbol 47% score it 4/5 out of 5 for
clarity
Awareness of the PEGI Website
 As yet few Gamers or Non Gaming Parents are aware of the PEGI website
 Slightly more feel confident that they know how they would file a complaint against a rating they
disagree with
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Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
Section 8 The Socio-Demographics of Video Gaming Behaviour
System Use
 Females show a higher profile of users on the DS/DS Lite/DSi and the Wii than males
 Female users of the DS are more than double of the number of males at a ratio of 5:2
 All of the Sony platforms show a higher profile of Male users than female
– PS3 has a male to female user ratio of 3:1
 Xbox 360 also shows a strongly male profile (5% of males are users and 3% of females)
 Males and Younger Gamers are more likely to spend longer gaming and buy more games
 Handheld gamers buy more games, phone gamers the least games
 Female Gamers are much less likely to buy discounted games
Attitudes and Motivations for Video Gaming
 Similar proportions of both genders emphasise the same main reasons for gaming, however there is
greater diversity in the secondary reasons for playing: Males are more interested in:
– passing the time (35% main - 27% other)
– the challenge of the game (24%-14%)
– playing with others (14%-7%)
 Females give fewer secondary reasons but are slightly more likely to emphasise „relaxation/destressing‟
 More committed gamers are more likely to emphasise positive game aspects, „it's fun‟ or „it‟s exciting‟,
whereas less committed gamers emphasise non gaming motivations like „filling time‟ or „playing with
friends‟
 Reasons for not gaming also vary little by gender;
– Males are more likely to say they „lack the time to game‟ (43% main -39% other)
– Females that games are too violent (9%- 5%)
Video Games in the Family
 Gamers that spend the most time gaming (Committed and Loyalist) also spend the most time playing
games with their children (79% and 76%)
 Female Non Gaming Parents are the group least likely to buy their children‟s games; in contrast
Female Gamers are the group most likely to always buy their children‟s games
 Females are more likely to „always‟ monitor the games their child plays
Video Gamers Broader Activities and Interests
 Generally there is little to distinguish between Gamers in their other Leisure interests
 Female are more likely to prefer shopping more, Males more likely to prefer sports and exercise
 More dedicated gamers are also more interested in other entertainment like the movies, or going out
for a dance or to a gig etc (though the differences are not large, they clearly disprove the view that
Committed Gamers as a group focus only on gaming)
Online Gaming
 16-19 year olds are most likely to play online (83% have played at least one type of online game in
the last 3 months)
 24% of Males are playing paid online games in comparison to 12% of Females
 PC gamers show the highest level of gaming activity by system user types
 Puzzle games are the most popular type of online games for females and ages 40-49
Awareness and Perception of PEGI
 More Male Gamers (58%) are aware of an age rating system for video games than Female Gamers
(51%)
 Awareness of an age rating system for video games decreases with age among Gamers but increases
among non gamers
 Awareness of the PEGI age rating system and recognition of the age labels is highest amongst
Gamers aged 16-19 (38% and 86%)
 Awareness of the PEGI age rating system is higher among Male Gamers (31%) than Female Gamers
(21%)
 Close to 50% of Non Gaming Parents aged 20-29 find the age rating system extremely useful
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Video Gamers in Europe Spring 2010
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Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
Contents
Foreword
2
1 Section 1: Market Size
14
1.1
European Market Profile
15
1.2
Market Size
16
1.3
Proportions of Gamers by Age and Gender
17
1.4
Gamer Commitment
18
2 Section 2 System Use
20
2.1
The Sample
21
2.2
System Use
23
2.3
Handheld Systems
26
2.4
Multimedia Console Use
27
2.5
Hours of Game Play
28
2.6
Purchase Behaviour
29
3 Section 3 Attitudes and Motivations for Video Gaming
30
3.1
Motivations for Playing Video Games
31
3.2
Motivations to play with Handhelds Systems
33
3.3
Reasons for Not Playing Video Games Amongst Non Gamers
34
3.4
Encouraging Non Gamers to Play Video Gamers
35
4 Section 4 Video Games in the Family
36
4.1
Video Games as a Family Activity
37
4.2
Motivations to Play with Children
38
4.3
Monitoring Children‟s Games Purchases and Play
39
5 Section 5 Video Gamers Broader Activities and Interests
42
5.1
Gamers Other Leisure Interests
43
5.2
Time spent by Gamers on Leisure and Entertainment
44
5.3
The Benefits of Video Gaming and Other Media
47
6 Section 6 Online Gaming and Multimedia
48
6.1
Prevalence of Online Gaming
49
6.2
Genre of Online Games Played
51
6.3
Who Online Games are Played With
52
6.4
Where Gamers Play Online
53
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Video Gamers in Europe Spring 2010
6.5
Why Gamers Play Online
7 Section 7 Awareness and Perceptions of PEGI
54
56
7.1
Awareness of Age Rating Systems
57
7.2
Value of the PEGI System
59
7.3
Awareness and Understanding and Use of the PEGI Content Labels
60
8 Section 8 The Socio-Demographics of Video Gaming Behaviour
64
8.1
System Use
65
8.2
Attitudes and Motivations for Video Gaming
67
8.3
Video Games in the Family
70
8.4
Video Gamers Broader Activities and Interests
72
8.5
Online Gaming
73
8.6
Awareness and Perceptions of PEGI
74
9 Section 9: Demographic Info
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78
Video Gamers in Europe Spring 2010
List of Figures
Figure 1 Omnibus Territories in 2010 Survey
15
Figure 2 European Video Gamers Spring 2010
16
Figure 3 Gamers by Country
16
Figure 4 Proportion of the Population that are Gamers by age and gender: Europe
16
Figure 5 Proportion of Population who are Gamers by age, gender and country
17
Figure 6 Gamer Commitment by Age and Gender
18
Figure 7 Gamer Commitment by Country
19
Figure 8 Countries Included in the Gamer Surveys 2007-2010
21
Figure 9 Number of Gamers (1,000‟s) 16-49 years old By Region
22
Figure 10 Reported Platform Use
23
Figure 11 Reported Platform Use by New Console Users (PS3, Xbox 360, Wii)
23
Figure 12 Reported Platform Use by PS3 Users
24
Figure 13 Reported Platform Use by Xbox 360 Users
24
Figure 14 Reported Platform Use by Wii Users
24
Figure 15 Three Most Popular Main Systems by Region
25
Figure 16 Proportion of Gamers Using Handheld Devices
26
Figure 17 Where Gamers Play With Their Handheld Games Systems
26
Figure 18 The Use of Consoles‟ Multimedia Capabilities
27
Figure 19 Hours of Video Gaming
28
Figure 20 Hours of Video Gaming by New Console Users
28
Figure 21 Numbers of Video Games Purchased
29
Figure 22 Type of Video Game Purchase
29
Figure 23 Gamers‟ Motivations for Playing Video Games
31
Figure 24 Three Main Motivations by Region
32
Figure 25 Handheld Gaming – Motivations for Players
33
Figure 26 Reasons for not Playing Video Games Amongst Non Gamers
34
Figure 27 Main Reasons for not Playing Video Games Amongst Non Gamers: By Region
34
Figure 28 Motivations to Encourage Non Gamers to Play Video Games
35
Figure 29 Proportion of Gaming Parents Who Play Games With Their Children
37
Figure 30 Gaming Parents' Motivations for Playing with their Children
38
Figure 31 Proportion of Occasions When Parents Buy their Children‟s Games
39
Figure 32 Proportion of Occasions Children are Present When their Parents Buy their Children‟s Games 39
Figure 33 Proportion of Occasions When Parents Monitor the Games Their Children are Playing
40
Figure 34 Leisure Activities Gamers Enjoy Most
43
Figure 35 Time Spent By Gamers on Selected Leisure Activities
44
Figure 36 Proportion of Gamers Spending More than 6 Hours a Week on Activity
45
Figure 37 Time Spent By Gamers on Selected Leisure Activities by All New Console Users
46
Figure 38 Proportion of Gamers Agreeing to the Benefits of Video Gaming and Other Media
47
Figure 39 Free Online Gaming Activity by Region
49
Figure 40 Paid For Online Gaming Activity by Region
50
Figure 41 Online Gaming Activity by Region
50
Figure 42 Genre of Online Games Played by Region
51
Figure 43 How Much Social Gameplay is there Online
52
Figure 44 Where Your Friends are Online
52
Figure 45 Where Online Gamers Play Online
53
Figure 46 Motivations for Playing Online Games
54
Figure 47 Awareness of an Age Rating System for Video Games
57
Figure 48 Awareness of an Age Rating System for Video Games by New Console Users
57
Figure 49 Recognition of the PEGI Age Rating Labels
58
Figure 50 Recognition of the PEGI Age Rating Labels by New Console Users
58
Figure 51 PEGI Age Labels Presented in the Research
58
Figure 52 The Usefulness of the Age Rating Symbols among those Who Recognise Them
59
Figure 53 The Usefulness of the Age Rating Symbols among those Who Recognise Them by New Console
Users
59
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Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
Figure 54 Awareness of the PEGI Content Symbols
60
Figure 55 Awareness of the PEGI Content Symbols by Region
60
Figure 56 Awareness of the PEGI Content Symbols by All New Console Users
61
Figure 57 Understanding of the PEGI Content Labels
61
Figure 58 Understanding of the PEGI Content Labels by All New Console Users
61
Figure 59 Understanding of the PEGI Content Labels by Region
62
Figure 60 Clarity of the Symbols
63
Figure 61 Usefulness of Symbols in Deciding on a Game Purchase
63
Figure 62 Reported Use of Main System: Europe, By Gender
65
Figure 63 Handheld Gaming Activity By Age and Gender
65
Figure 64 Reported Hours of Play: Europe by Age, Gender and System
66
Figure 65 Numbers of Video Games Purchased: Europe by Age, Gender and System
66
Figure 66 Type of Video Game Purchase by Age, Gender and System
66
Figure 67 Motivations for Playing Video Games by Gender
67
Figure 68 Motivations for Playing Video Games by Gamer Commitment
68
Figure 69 Reasons for not Playing Video Games Amongst Non Gamers
68
Figure 70 Motivations to Encourage Non Gamers to Play Video Games
69
Figure 71 Proportion of Gaming Parents Who Play Games With Their Children – By Gamer Commitment
Index
70
Figure 72 Proportion of Occasions When Parents Buy their Children‟s Games – By Gender
70
Figure 73 Proportion of Occasions Children are Present When their Parents Buy their Children‟s Games –
By Gender
71
Figure 74 Proportion of Occasions When Parents Monitor the Games Their Children are Playing – By
Gender
71
Figure 75 Proportion of Occasions When Parents Monitor the Games Their Children are Playing – By Age
of Youngest Child
71
Figure 76 Leisure Activities Gamers Enjoy Most - Gamer Commitment Index
72
Figure 77 Leisure Activities Gamers Enjoy Most - Age
72
Figure 78 Online Gaming Activity by Age, Gender and System
73
Figure 79 Online Gaming – Genre of Online Games played by Age, Gender and System
73
Figure 80 Awareness of any Age Rating System for Video Games by Gamers/Non Gaming Parents, Age
and Gender
74
Figure 81 Recognition of the PEGI Age Rating Symbols by Gamers/Non Gaming Parents, Age and Gender
75
Figure 82 The Usefulness of the Age Rating Symbols among those Who Recognise Them
75
Figure 83 Awareness of PEGI Symbols by Gamers/Non Gaming Parents and Gender
76
Figure 84 Profiling Gamers: Income
79
Figure 85 Profiling Gamers: Education
79
Figure 86 Profiling Gamers: Occupation
80
List of Tables
Table 1 National and Regional Samples
Table 2 Proportions of Gamers by Country Spending More than 6 Hours per Week on an Activity
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45
Video Gamers in Europe Spring 2010
1 Section 1: Market Size
The Shape of the European Gaming Market
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Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
1.1 European Market Profile
In this section we provide an estimate of the number of Video Gamers in 8 key European markets.
Data on the five largest European territories UK, France, Italy, Germany and Spain (UFIGS) has been
provided from the Game Vision European Market Sizing Study Spring 2010 which uses a Face to Face
sample of 2000 16+ adults in each country.
Estimates in the other three countries are based on omnibus research commissioned specifically for this
report. 1000 Face to Face interviews in Poland and 1000 CATI interviews in Sweden and Netherlands.
These studies measure the numbers of gamers, their hours of play and spend on video games. These
latter two measures are an effective way of assessing a gamers‟ commitment to gaming, and are
associated with many other gaming behaviours, like online play, ownership of games systems, and
attitudes to gaming. We therefore use this data to weight the more extensive gamer surveys we have
conducted in these countries and in other nations within their associated regions (as shown on the map).
Including this control of the online survey to the profile of gamers in each market is a new development
for the ISFE survey which improves its representativeness. The net effect is likely to reduce the reported
activity and dedication of Gamers compared to previous surveys.
Figure 1 Omnibus Territories in 2010 Survey
Omnibus countries Countries Using each Omnibus for Weighting
Sweden
Norway, Finland, Denmark
Netherlands
Belgium, Switzerland, Austria
Poland
Latvia, Czech Republic, Hungary
UFIGS
Portugal
The definition of a Video Gamer has been expanded from 2008 when a Gamer needed to have both
played and bought a video game in the last 6 months. This research includes all those who have played
in the last 6 months regardless of whether or not they have bought a game. It is therefore a more
complete picture of all those enjoying gaming.
Having made such a significant change to the sample, it would therefore be misleading to show any trend
data from previous surveys.
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Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
1.2 Market Size
 On average across the 8 major European nations surveyed, 25.4% of adults have played video
games in the last 6 months, a total of 79.2 million gamers. This percentage varies from 38% in
France to 17% in Italy and Poland, but is substantial in every country
 Using this data we estimate there are 95.2 million adult Video Gamers across all 18 countries covered
by the Gamer Survey
 Gaming is most popular among the young, however almost 30% of 30-49 year olds play video games
Figure 2 European Video Gamers Spring 2010
Figure 3 Gamers by Country
100%
Gamers
76%
80%
60%
62%
38%
40%
22%
18%
17%
20%
48%
45%
66%
58%
50%
64%
57%
46%
6%
35%
27%
20%
13%
6%
3%
41%
29%
13%
4%
11%
9%
UK
France
Germany
Italy
Spain
Sweden
Netherlands
Poland
50+
30-49
16-29
50+
30-49
16-29
50+
30-49
16-29
50+
30-49
16-29
50+
30-49
16-29
50+
30-49
16-29
50+
30-49
16-29
50+
30-49
16-29
50+
30-49
16-29
0%
All Europe
Figure 4 Proportion of the Population that are Gamers by age and gender: Europe
100%
All Gamers
80%
68%
57%
60%
40%
49%
36%
31%
20%
20%
30%
18%
6%
GENDER
55+
45-54
35-44
30-34
25-29
20-24
16-19
FEMALE
MALE
0%
Age
Base All Population 16+ (Sample: a combination of the GameVision Spring 2010 Market Sizing Survey (Sample 10,000 adults aged
16+ across 5 countries and ISFE Market Sizing Omnibus (3,000 adults 16+ across 3 countries) (weighted to 2010 government
population data)
Q1 Which of the following best describes you? - I have played a video or computer game in the last 6 months
Page 16
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
1.3 Proportions of Gamers by Age and Gender
Almost all countries show a consistent pattern of penetration by gender and age. However:
 There is a much closer gender balance in UK, France and Netherlands
 There are more gamers in the 25 to 44 age group in Sweden than other countries
 The proportion of gamers peaks at 20-24 in France, a little later than in other countries
Figure 5 Proportion of Population who are Gamers by age, gender and country
100%
38% 38%
34% 31%
40%
31%
11%
100%
64%
45%
31%
35%
29%
18%
20%
13%
3%
French Gamers
60%
47%
32%
76%
11%
55+
45-54
35-44
55% 52% 54%
28%
24%
20%
11%
GENDER
Age
100%
45% 41%
26%
32%
22%
40%
14%
3%
56%
55+
45-54
35-44
65%
34%
32% 29%
42%
15%
20%
10%
GENDER
Age
55+
45-54
35-44
30-34
20%
14%
6%
2%
55+
30%
10%
45-54
45-54
35-44
30-34
25-29
20-24
16-19
FEMALE
MALE
0%
2%
20%
0%
GENDER
35-44
10%
37%
24%
30-34
11%
40%
20%
FEMALE
20%
62%
MALE
26%
24%
25-29
Polish Gamers
60%
42%
55+
51%
20-24
100%
80%
60%
Age
25-29
Italian Gamers
80%
60%
16-19
GENDER
20-24
100%
FEMALE
MALE
55+
45-54
35-44
Age
16-19
GENDER
30-34
25-29
20-24
16-19
FEMALE
0%
MALE
0%
30-34
25-29
20-24
16-19
Dutch Gamers
73%
60%
13%
20%
Age
100%
80%
62%
60%
FEMALE
GENDER
German Gamers
80%
MALE
55+
45-54
35-44
30-34
25-29
20-24
16-19
FEMALE
0%
MALE
0%
Swedish Gamers
66%
45%
40%
30%
20%
Age
100%
80%
58%
30-34
25-29
20-24
16-19
FEMALE
GENDER
70%
45%
40%
MALE
55+
45-54
35-44
Age
78% 81%
80%
30-34
25-29
20-24
16-19
FEMALE
GENDER
40%
Spanish Gamers
0%
MALE
0%
40%
74%
60%
20%
60%
100%
80%
60% 56%
60%
40%
UK Gamers
74%
80%
Age
Base All Population 16+ (Sample: a combination of the GameVision Spring 2010 Market Sizing Survey (Sample 10,000 adults aged
16+ across 5 countries and ISFE Market Sizing Omnibus (3,000 adults 16+ across 3 countries) (weighted to 2010 government
population data)
Q1 Which of the following best describes you? - I have played a video or computer game in the last 6 months
Page 17
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
1.4 Gamer Commitment
The figure opposite explains the segmentation.
Dabblers
No
regular
play
Up to ½ an hour
per day
Marginals
(35%)
Up to
one hour
per day
Intermitent
(16% )
Magpies
(9%)
Dabblers (17%)
One hour per day
or more
There are usually five levels of commitment that we
use to explain gamers‟ behaviour. For this study
because we are including a wider definition of
gamers, we have extended the index to include a
sixth group, „Intermittent Gamers‟. This group are
players who are not putting aside regular time to play
games every week, but have played in the last 6
months. This group have not bought or been gifted
any games for their own use.
Number of games bought in the last 3
0 or 1 games
2 games 3 or more games
Average hours spent playing games
The Gamer Commitment Index is a measure that
combines the number of hours of play with the
number of games bought in the last three months to
provide an indication of a gamers‟ commitment to
gaming. GameVision have provided this measure to
the games industry for more than 7 years to track
gamer behaviour.
Loyalists
(16%)
Committed
(7%)
 Since the launch of the new games consoles the Gamer Commitment Index has reflected a marked
increase in the numbers and proportion of Marginal and Dabbler Gamers, the two least dedicated
gamer segments who regularly play games
 68% of all gamers in the 8 countries surveyed are Intermittent, Marginal or Dabbler Gamers
 Two more committed groups are; Loyalists play longer hours but buy few games and Magpies who
buy lots of games but have little time to play them. Together these groups account for 25% of
gamers
 Finally Committed Gamers are a small proportion of gamers 7%, but they buy many more games and
play more hours than other groups
 Male gamers are more dedicated to gaming than female gamers
 A higher proportion of younger people are Gamers and they are also more dedicated than older
Gamers, spending more time and money on gaming
Figure 6 Gamer Commitment by Age and Gender
Committed
100%
90%
13%
9%
80%
70%
29%
33%
33%
10%
18%
0%
18%
13%
10%
MALE
17%
22%
Marginals
25%
35%
9%
4%
FEMALE
9%
16%
38%
22%
19%
23%
Intermintent
35%
39%
18%
16%
9%
Dabblers
40%
20%
20%
17%
Loyalists
30%
40%
30%
14%
38%
60%
50%
10%
20%
Magpies
20%
10%
11%
8%
16-19
20-24
13%
12%
10%
13%
25-29
17%
15%
15%
13%
16%
11%
13%
9%
13%
5%
30-34
19%
9%
5%
9%
2%
3%
2%
7%
35-44
45-54
55+
All Gamers
Base All Population 16+ (Sample: a combination of the GameVision Spring 2010 Market Sizing Survey (Sample 10,000 adults aged
16+ across 5 countries and ISFE Market Sizing Omnibus (3,000 adults 16+ across 3 countries) (weighted to 2010 government
population data)
Question: Combination of data on average hours of video game play and numbers of games bought over the last 3 months.
Page 18
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
 UK gamers are the most committed; a higher proportion of them are buying several games each
quarter
 German, Italian and Polish gamers have a large proportion of Loyalists who spend time playing
games but buy few games:
– In Germany this is because of the large number of PC gamers who play long winded strategic
games
– In Poland and Italy it may be more a reflection of lower budgets for gaming
Figure 7 Gamer Commitment by Country
Committed
Magpies
Loyalists
Dabblers
Marginals
Intermintent
100%
90%
14%
20%
13%
11%
18%
24%
25%
23%
15.7%
80%
70%
26%
37%
41%
50%
30%
20%
14%
18%
21%
12%
10%
17.4%
15%
12%
11%
34.8%
37%
25%
16%
10%
0%
21%
38%
38%
60%
40%
35%
23%
19%
13%
15%
11%
11%
5%
7%
4%
5%
Netherlands
Poland
29%
11%
5%
7%
12%
8%
7%
8%
7%
5%
7%
4%
UK
France
Germany
Italy
Spain
Sweden
15.7%
9.4%
7.0%
All Europe
Base All Population 16+ (Sample: a combination of the GameVision Spring 2010 Market Sizing Survey (Sample 10,000 adults aged
16+ across 5 countries and ISFE Market Sizing Omnibus (3,000 adults 16+ across 3 countries) (weighted to 2010 government
population data)
Question: Combination of data on average hours of video game play and numbers of games bought over the last 3 months.
Page 19
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
2 Section 2 System Use
Systems in Use, Hours of Play and Spend on Games
Page 20
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
2.1 The Sample
The remaining sections of this report are based on surveys of; Gamers, Non Gamers and Non Gaming
Parents, conducted in 18 countries across Europe. This is the first time Non Gaming Parents have been
included in the sample.
The sample in each country reflects the relative population of gamers in the country and covers those
aged 16-49 years old. We will not keep repeating the age criteria in the text but it should be remembered
that the sample does not include the many under 16s who are Gamers.
We have weighted the sample in each country to the relevant market omnibus and report results in the 8
countries/regions defined by the omnibus research. This approach gives a more robust sample of gaming
behaviour and attitudes.
In many cases especially in the countries of Eastern Europe gaming remains a less „mass market‟ activity.
We therefore expect that over time as the market expands, mean activity rates among gamers will decline
as interest in gaming widens in the population and more casual gamers become involved in video gaming.
As far as possible the questionnaire has been kept the same as in 2008 to allow comparability, however
changes have been made where clarification was needed or technology and consumer options have
moved on.
The definition of a video Gamer has been expanded from 2008 when a Gamer needed to have both
played and bought a video game in the last 6 months. This research includes all those who have played
in the last 6 months regardless of whether or not they have bought a game. It is therefore a more
complete picture of all those enjoying gaming.
This inclusion of all Gamers in the sample and the introduction of a weighting to make the gamer sample
representative of all levels of gaming commitment will reduce the knowledge and rates of gaming activity
measured in the 2010 sample in comparison to previous surveys. Therefore it is not appropriate for
comparison to earlier studies. Future studies will be based on this definition of a gamer and will enable
comparative results.
Figure 8 Countries Included in the Gamer Surveys 2007-2010
Gamer Survey Countries
2007 countries
added in 2008
added in 2010
Page 21
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
Table 1 National and Regional Samples
Region
UK
France
Germany
Italy
Iberian Peninsula
Gamer
interviews
600
600
600
600
600
200
Country
UK
France
Germany
Italy
Spain
Portugal
Rest of Western Europe Belgium
Netherlands
150
250
Switzerland
200
Austria
200
Denmark
Sweden
200
200
Norway
Finland
200
200
Czech Republic
Poland
Hungary
Latvia
Nordics
North Eastern Europe
All Countries
Non
gaming
Non
parents Gamers
300
200
300
200
300
200
300
200
300
200
400
200
400
200
200
400
200
200
500
200
5800
2800
1600
Figure 9 Number of Gamers (1,000‟s) 16-49 years old By Region
18,000
16,443
16,000
14,000
12,779
11,916
12,000
10,000
10,522
8,183
8,000
9,059
6,086
6,000
7,611
4,000
2,000
UK
France
Germany
Italy
Spain/
Portugal
Rest of
Western
Europe
Nordic Region North Eastern
Europe
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
Page 22
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
2.2 System Use
In this section some charts show „new console users‟. This is defined as a user of at least one of the
following consoles: Sony PlayStation 3, Microsoft Xbox 360, Nintendo Wii.
 Across Europe the PC remains the most used games system, (it is the main system for 49% of
Gamers aged 16-49). It is particularly popular in Germany, „Rest of Western Europe‟ and „North
Eastern Europe‟
 The Wii and Mobile Phones are the next most popular systems used as main systems for gaming,
(used by 14% and 10% respectively)
 A lot of DS/DS Lite/DSi systems are used as secondary gaming systems and the PS2 still has
significant use as a secondary machine, (used by 29% and 25% of Gamers)
 If the survey were to cover under 16s we would expect to see many of this age group selecting
handhelds like the DS as their main games system
 The top three main systems in each country show the dominance of PC across Europe
 We have included mobile phones, Smart Phones and iPhones as gaming systems for the first time in
2010 and have recorded substantial use of all these systems for gaming. Mobile phones are
important main systems in all regions outside the UK, France and Germany
 North Eastern Europe is the only region in which the Wii has failed to win market share to date
 Many of the Gamers using the PS3, Xbox 360 or Wii as their main games system, also report making
use of a PC and/or a mobile phone
Figure 10 Reported Platform Use
80.0%
75%
70.0%
Some Use
60.0%
50.0%
49%
Most used
51%
45%
40.0%
29%
30.0%
20.0%
14%
10.0%
25%
18%
10%
7%
15%
5%
15%
12%
4%
4%
13%
3%
3%
2%
Smart
Phone
iPhone
PSP/
PSP Go
6%
0.0%
PC
Wii
Other DS/ DS
Phone Lite/DSi
PS3
XBox
360
PS2
7%
6%
0%
Xbox
0%
Game
Boy
Ad/SP
0%
PS1
4%
0%
Game
Cube
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
Q4 Have you played a video or computer game in the last 6 months on any of the following games systems?
Q5 Which of these game systems do you use most often?
Figure 11 Reported Platform Use by New Console Users (PS3, Xbox 360, Wii)
80.0%
73%
78%
70.0%
Some Use
60.0%
Most Used
50.0%
40.0%
46%
38%
37%
31%
30.0%
27%
26%
24%
18%
20.0%
8%
10.0%
7%
18%
12%
6%
6%
3%
3%
1%
PSP/
PSP Go
Smart
Phone
0.0%
PC
Wii
PS3
XBox
360
DS/ DS Other
Lite/DSi Phone
iPhone
PS2
8%
7%
2%
0%
Xbox
8%
0%
PS1
0%
Game
Boy
Ad/SP
Base: All Video Gamers Spring 2010 aged 16-49 (3,814 video gamers who use a PS3, Xbox 360 and Wii as main console)
Q4 Have you played a video or computer game in the last 6 months on any of the following games systems?
Q5 Which of these game systems do you use most often?
Page 23
Copyright © Interactive Software Federation of Europe
5%
0%
Game
Cube
Video Gamers in Europe Spring 2010
Figure 12 Reported Platform Use by PS3 Users
100.0%
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
100%
82%
Some Use
Most Used
60%
54%
41%
36%
26%
40%
32%
30%
29%
18%
12%
5%
PC
PS3
Wii
Other
Phone
4%
XBox
360
4%
3%
iPhone
PS2
3%
15%
3%
2%
DS/ DS PSP/
Lite/DSi PSP Go
Smart
Phone
12%
1%
PS1
11%
1%
Xbox
9%
0%
0%
Game
Boy
Ad/SP
Game
Cube
Base: All Video Gamers Spring 2010 aged 16-49 (3,814 video gamers who use a PS3, Xbox 360 and Wii as main console)
Q4 Have you played a video or computer game in the last 6 months on any of the following games systems?
Q5 Which of these game systems do you use most often?
Figure 13 Reported Platform Use by Xbox 360 Users
100.0%
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
100%
82%
Some Use
Most Used
57%
52%
35%
XBox
360
Wii
14%
7%
PS3
34%
28%
28%
10%
PC
39%
35%
28%
5%
5%
3%
2%
DS/ DS Other
Lite/DSi Phone
iPhone
PSP/
PSP Go
2%
PS2
17%
11%
1%
1%
Smart
Phone
Game
Cube
12%
12%
0%
Xbox
0%
PS1
0%
Game
Boy
Ad/SP
Base: All Video Gamers Spring 2010 aged 16-49 (3,814 video gamers who use a PS3, Xbox 360 and Wii as main console)
Q4 Have you played a video or computer game in the last 6 months on any of the following games systems?
Q5 Which of these game systems do you use most often?
Figure 14 Reported Platform Use by Wii Users
100.0%
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
100%
Some Use
72%
Most Used
47%
41%
38%
30%
7%
PC
Wii
27%
24%
6%
DS/ DS Other
Lite/DSi Phone
19%
5%
PS3
18%
4%
XBox
360
17%
12%
4%
iPhone
3%
PS2
2%
1%
Smart
PSP/
Phone PSP Go
8%
0%
Game
Boy
Ad/SP
7%
8%
0%
Xbox
0%
PS1
Base: All Video Gamers Spring 2010 aged 16-49 (3,814 video gamers who use a PS3, Xbox 360 and Wii as main console)
Q4 Have you played a video or computer game in the last 6 months on any of the following games systems?
Q5 Which of these game systems do you use most often?
Page 24
Copyright © Interactive Software Federation of Europe
6%
0%
Game
Cube
Video Gamers in Europe Spring 2010
Figure 15 Three Most Popular Main Systems by Region
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
9%
27%
33%
UK
5%
12%
9%
17%
58%
45%
France
PC
Germany
Wii
2%
19%
12%
10%
17%
10%
55%
49%
11%
45%
43%
Italy
Spain/
Portugal
Other mobile phone
9%
9%
14%
5%
4%
7%
10%
14%
73%
Rest of
Nordic
North
Western
Region
Eastern
Europe
Europe
DS/DSLite/DSi
Xbox 360
PS3
49%
All Europe
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
Q5 Which of these game systems do you use most often?
Page 25
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
2.3 Handheld Systems
 54% of Gamers are playing a handheld gaming device
 Handheld gaming is most prevalent in the North Eastern Europe Region and the Spain/Portugal
Region
 Gaming activity in the Nordic Region is weaker than in the rest of Europe
 41% of Gamers mostly play games on handheld consoles at home, 26% mostly play while travelling
and 17% mostly when waiting for someone
Figure 16 Proportion of Gamers Using Handheld Devices
70%
60%
50%
67%
64%
50%
56%
52%
54%
53%
48%
40%
40%
30%
20%
10%
0%
UK
France
Germany
Italy
Spain/
Portugal
Rest of
Western
Europe
Nordic
Region
North
Eastern
Europe
All Europe
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
Q22 Do you play games on a portable device such as a mobile phone, PDA, Nintendo DS or Sony PSP?
Figure 17 Where Gamers Play With Their Handheld Games Systems
At home
51%
41%
When I am travelling
45%
26%
When I am waiting for someone
37%
17%
Other
11%
5%
At a friends house
4%
At school
3%
At a cafe/bar/restaurant
1%
0%
Mostly Play
10%
2%
At work
Play
9%
9%
7%
10%
20%
30%
40%
50%
60%
Base: All Video Gamers who play on a handheld system Spring 2010 aged 16-49 (3,577 video gamers weighted by age, sex, hours
of play and gaming spend)
Q23 Where do you mostly play video games on a portable device?
Q24 Where else do you play video games on a portable device?
Page 26
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
2.4 Multimedia Console Use
 Watching DVDs, listening to music, and watching films are the most popular secondary uses of
games systems with multimedia capabilities
 23% and 20% of Gamers use the Social networking and online chat services on their consoles
Figure 18 The Use of Consoles‟ Multimedia Capabilities
70%
63%
60%
50%
40%
30%
20%
50%
47%
49%
44% 43%
40%
40%
36%
24%
19%
58%
55%
53%
48%
52%
46%
42%
45%
46%45%46%
44% 45%
37%37%37%
30%
28%
20%
17%
50%
36%
32%
29%
25%
23%
18%
16%
16%17%
16%
12%
23%
20%
10%
0%
UK
Watch DVDs
France
Germany
Listen to music
Italy
Spain/
Portugal
Watch films
Rest of
Nordic
Western
Region
Europe
Access a social network site
North
All Europe
Eastern
Europe
Chat online
Base: All Video Gamers with access to a console with multimedia capabilities (PS2, PS3, PSP, Xbox, Xbox 360) Spring 2010 aged 1649 (2,021 video gamers weighted by age, sex, hours of play and gaming spend)
Q28 Have you used your games systems (excluding PCs) as a multimedia device in the last 12 months to ....
Page 27
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
2.5 Hours of Game Play
 The inclusion in Spring 2010 of all Gamers has led to the identification of Intermittent Gamers who
are not playing games regularly every week. 31% of people who play games do not play regularly
for an hour or more each week
 Other research shows a trend to less dedicated game play in the UFIGS countries (UK, France, Italy,
Germany and Spain)3
 Overall 76% of Gamers play less than 5 hours a week. It is therefore no longer correct to view
gaming as a pastime of a few highly committed participants
 Germans and North Eastern Gamers are the most likely to have long hours of play. This reflects the
higher proportions of PC Gamers in these regions. These groups are more likely to play the strategic
types of game that involve many hours of game play
 The pattern of play among Wii Gamers is very similar to the general profile across Europe, the only
difference is that there are slightly fewer intermittent users
 PS3 and Xbox 360 Gamers are more likely to play for longer than the norm, 25% of Gamers on these
systems play more than 10 hours a week.
Figure 19 Hours of Video Gaming
100%
90%
80%
7%
5%
11%
8%
4%
9%
12%
9%
13%
70%
60%
50%
5%
4%
10%
6%
4%
9%
8%
6%
15%
43%
44%
55%
49%
40%
42%
10%
36%
22%
38%
17%
22%
Germany
Italy
8%
5%
11%
13%
8%
17%
38%
40%
45%
Spain/
Portugal
Rest of
Western
Europe
Nordic
Region
16+ hours
11-15 hours
6-10 hours
1-5 hours
45%
28%
49%
30%
20%
7%
3%
7%
34%
31%
North
Eastern
Europe
All Europe
no hours
0%
UK
France
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
Q6 Thinking now about your use of video games, on average, how many hours per week have your spent playing video games over
the last 3 months? (Include both online and off line play.) (Sense checks were included and where gamers found difficulty in
answering this question they were asked to estimate play in time bands.)
Figure 20 Hours of Video Gaming by New Console Users
100%
80%
9%
6%
12%
16%
9%
15%
8%
15%
41%
38%
27%
19%
24%
26%
All New Console Users
A Sony PlayStation 3 User
A Microsoft Xbox 360 User
A Nintendo Wii User
60%
46%
40%
20%
9%
5%
12%
16%
16+ hours
11-15 hours
6-10 hours
1-5 hours
48%
no hours
0%
Base: All Video Gamers Spring 2010 aged 16-49 (3,814 video gamers who use a PS3, Xbox 360 and Wii as main console)
Q6 Thinking now about your use of video games, on average, how many hours per week have your spent playing video games over
the last 3 months? (Include both online and off line play.) (Sense checks were included and where gamers found difficulty in
answering this question they were asked to estimate play in time bands.)
3
GVE Compass Report: The European Leisure and Software Industry Consumer Intelligence Report Spring 2010
Page 28
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
2.6 Purchase Behaviour
 Almost 40% of people playing games have not bought or been given a game for themselves in the
last 12 months, they are playing the games others have bought
 14% of Gamers are buying more than 3 games a year and together this group account for 56% of all
games purchases
 Numbers of purchases are highest in the UFIGS countries:
– These range from 2.7 games per gamer in the UK to 1.4 games per gamer in North Eastern Europe
 Only 40% of the games bought are bought new/at full price
Figure 21 Numbers of Video Games Purchased
100%
90%
80%
1%
3%
6%
11%
1%
5%
4%
8%
2%
2%
4%
7%
1%
2%3%
6%
1%
1% 2%
10%
70%
60%
50%
49%
54%
39%
50%
55%
1%
1% 2%
5%
1%
1%
5%
4%
1%
1% 2%
5%
39%
32%
40%
1%
2%
4%
7%
47%
more than 15 games
11-15 games
7-10 games
4-6 games
1-3 games
No games
40%
30%
20%
10%
47%
39%
30%
28%
31%
UK
France
Germany
52%
57%
51%
39%
0%
Italy
Spain/
Portugal
Rest of
Western
Europe
Nordic Region
North Eastern
Europe
All Europe
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
Q9 How many games have you bought for yourself, or been given in the last 12 months? (Include online games.) (Options: second
hand, discounted from full price, new full price.)
Figure 22 Type of Video Game Purchase
New full price
3.0
Discounted from full price
2.5
2.0
1.0
Second hand
0.9
1.1
1.5
0.9
0.5
0.9
0.7
1.0
0.7
0.8
0.9
0.8
0.7
0.7
0.5
France
0.5
0.6
0.6
0.6
0.5
0.3
0.3
Germany
Italy
Spain/ Portugal
Rest of Western
Europe
Nordic Region
0.0
UK
0.7
0.8
0.4
0.5
0.7
0.5
0.6
North Eastern
Europe
All Europe
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
Q9 How many games have you bought for yourself, or been given in the last 12 months? (Include online games.) (Options: second
hand, discounted from full price, new full price.)
Page 29
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
3 Section 3 Attitudes and Motivations
for Video Gaming
Reasons for Gaming, Encouraging New
Gamers
Page 30
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
3.1 Motivations for Playing Video Games
 The core motivations for playing games are „fun‟ (61%); „relaxation‟ (53%); and „a way to pass time‟
(53%), i.e. simple pleasures
 These motivations are:
– consistent across all the regions
– both the most popular reasons and the three main motivations for gaming (chosen as the main
reason for playing by; 25%, 23% and 26% of Gamers respectively)
 Other reasons such as „the challenge of the game‟ and „excitement‟ motivate fewer Gamers to play
video games
 Learning new things is the least selected motivation, though other research has shown it as an
important motivation for some of the new entrants to the market 4
Figure 23 Gamers‟ Motivations for Playing Video Games
61%
It's fun
25%
53%
When I'm bored/ to pass time
26%
53%
To relax/ de-stress
23%
32%
For the challenge of the game
6%
24%
To make good use of spare time
5%
20%
It's exciting
2%
16%
To play/socialise with other people in
person
6%
12%
To use my imagination
1%
Other Reason
11%
To play/socialise with other people online
3%
Main reason
9%
I learn new things
1%
0%
20%
40%
60%
80%
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
Q11 What is the main reason you play video games? Q12 What other reasons do you play video games for?
4
GVE runs a Gamer Market Segmentation system which identifies 7 groups of gamers. One group „This Lifers‟ is
14.5% of the market and is motivated to play by experiences like; „gives me an opportunity to do something creative‟
and „develops my skills outside gaming‟. Source: GVE Compass 2010.
Page 31
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
Figure 24 Three Main Motivations by Region
80%
70%
60%
50%
It's fun
To relax/ de-stress
When I'm bored/ to pass time
73%
65%
60% 59%
56%
52%
50%
60% 59%
52%
53%
61%
61% 61%
58%
55%
52%
51%
51%
49%
61%
53%
53%
53%
47%
45%
39%
40%
30%
20%
10%
0%
UK
France
Germany
Italy
Spain/
Portugal
Rest of
Western
Europe
Nordic
Region
North
Eastern
Europe
All Europe
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
Q11 What is the main reason you play video games? Q12 What other reasons do you play video games for?
Page 32
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
3.2 Motivations to play with Handhelds Systems
 Handhelds are for many time fillers; „when I‟m bored/to pass the time‟ is the main reason given for
playing Handheld game systems by 52% of Gamers that use them, and a further 8% say they see it
as a good use of spare time
 Relaxing and de-stressing is also an important motivation (13%)
 “It‟s fun” (16%) is much less likely to be the main motivation for Gamers than when they play
Console or online games
 Handheld gaming is not seen as a way to socialise with other gamers in person or online
Figure 25 Handheld Gaming – Motivations for Players
50%
52%
When I'm bored/to pass the time
It's fun
40%
16%
To relax/de-stress
31%
13%
To make good use of spare time
20%
8%
For the challenge of the game
12%
3%
To use my imagination
1%
Main Reason
15%
4%
It's exciting
Other Reasons
9%
6%
1%
4%
1%
3%
1%
I learn new things
To play/socialise with other people in person
To play/socialise with other people online
0%
20%
40%
60%
Base: All Video Gamers who play on a handheld system Spring 2010 aged 16-49 (3,577 video gamers weighted by age, sex, hours
of play and gaming spend)
Q25 What is the main reason why you play video games on a portable device?
Q26 Why else do you play video games on a portable device?
Page 33
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
3.3 Reasons for Not Playing Video Games Amongst Non
Gamers
 The main reason Non Gamers don‟t play games is that they do not consider the benefits sufficiently
great and therefore do not make the time to play; 41% of Non Gamers say “I don‟t have the time”
 The second main reason is a lack of interest in or understanding of games;
– 23% say video games are boring
– 9% say games are only for children
 11% of Non Gamers do not believe they are worth the money saying they are too expensive
 Only 7% claim games are too violent as the reason they do not play them
 There is a good deal of agreement across the regions among Non Gamers, though in the UK, France
and North Eastern Europe Non Gamers place less emphasis on the cost of games
Figure 26 Reasons for not Playing Video Games Amongst Non Gamers
32%
I don't have the time
41%
19%
Video games are too expensive
11%
16%
I find video games boring
23%
11%
I find video games too complicated/
difficult to play
8%
10%
Video games are too violent
7%
Other Reason
Main reason
9%
Video games are for children
9%
0%
10%
20%
30%
40%
50%
Base: All Non Gamers Spring 2010 aged 16-60 (1,599 video gamers weighted by age and sex)
NG1 What is the main reason why you don‟t play video games
Figure 27 Main Reasons for not Playing Video Games Amongst Non Gamers: By Region
100%
80%
60%
40%
20%
15%
28%
17%
10%
14%
10%
28%
16%
33%
16%
13%
13%
29%
14%
14%
8%
9%
11%
23%
23%
40%
33%
28%
UK
France
48%
37%
48%
39%
54%
41%
0%
Germany
Italy
Spain/
Portugal
I don't have the time
Video games are too expensive
I find video games too complicated/difficult to play
Rest of
Western
Europe
Nordic
Region
I find video games boring
Video games are for children
Base: All Non Gamers Spring 2010 aged 16-60 (1,599 video gamers weighted by age and sex)
NG1 What is the main reason why you don‟t play video games
Page 34
Copyright © Interactive Software Federation of Europe
North
Eastern
Europe
All Non
Gamers
Video Gamers in Europe Spring 2010
3.4 Encouraging Non Gamers to Play Video Gamers
 Most of the reasons given for not gaming by Non Gamers, are issues that are not so much matter of
fact as of opinion or knowledge
– 33% of Non Gamers say „being able to play with my children‟ would motivate them to play.
However, there are already many games others consider suitable to play with children
– Non Gamers are attracted by games that can be played for short periods of time (27%), and there
are increasing numbers of titles that can be played in this way
 Therefore, the conclusion is that:
– the types of rewards that motivate Non Gamers are similar to many Gamers‟ motivations for playing
games
– the barriers of disinterest and lack of appreciation of gaming among Non Gamers must therefore be
more significant deterrents to be overcome than the need for new game concepts
– more people can be encouraged to play if the ability of games to meet their interests can be
communicated to them effectively
 The success in recent years of the new consoles and new games like Wii Fit, Guitar Hero and Dr
Kawashima‟s Brain Training to attract new people to gaming demonstrate the possibilities for
expanding further participation in games
Figure 28 Motivations to Encourage Non Gamers to Play Video Games
33%
Being able to play with my children
27%
A game that can be played for short periods of time
24%
Being able to play games that stimulate my imagination/ make me think
24%
If the cost of video games were lower
23%
A game that doesn't take a lot of time to complete
20%
A game that looks easy or fun
15%
Being able to play games that keep me physically active
12%
A game that I can really pick up and play easily
9%
Being able to play with friends other people
4%
A game that gives me the chance to do things I cannot do in real life
0%
5%
10%
15%
Base: All Non Gamers Spring 2010 aged 16-60 (1,599 video gamers weighted by age and sex)
NG3 What would make you more interested in playing video games?
Page 35
Copyright © Interactive Software Federation of Europe
20%
25%
30%
35%
Video Gamers in Europe Spring 2010
4 Section 4 Video Games in the Family
Playing with children and Parental Supervision of
Gaming
Page 36
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
4.1 Video Games as a Family Activity
 In Spring 2010 58% of all Gamers who are parents report playing games with their children
 The UK has the highest figure amongst Europe with 72% of all Gamers who are parents report
playing games with their children
 The likelihood is related to how active a gamer the parent is; the more dedicated a gamer the more
likely they are to play with their children
Figure 29 Proportion of Gaming Parents Who Play Games With Their Children
80%
I play video games with my child
70%
60%
50%
40%
72%
30%
63%
52%
55%
53%
Germany
Italy
Spain/
Portugal
20%
49%
56%
48%
58%
10%
0%
UK
France
Rest of
Western
Europe
Nordic
Region
North
Eastern
Europe
All Gaming
Parents
Base: All Gamers who are also Parents, Spring 2010, aged 16-49 (2,253 gamers, weighted by age, sex, hours of play and gaming
spend)
Q30 Do you ever play video games with your child/children?
Page 37
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
4.2 Motivations to Play with Children
 The three main reasons for Parents playing with their children are:
– It‟s fun (27%)
– It allows them to spend time with their children (25%)
– They do it because their children have asked them to (24%)
Figure 30 Gaming Parents' Motivations for Playing with their Children
It's a fun activity for all the family
40%
27%
I can spend time with my child/children
42%
25%
My child/children asked me to play with them
37%
24%
Some of the games I play have educational benefits
21%
9%
Some of the games I play have health and fitness
benefits
13%
6%
I can monitor what games my child/children are playing
21%
Other Reason
5%
I can monitor how long my child/children are playing
video games for
Main Reason
17%
3%
0%
10%
20%
30%
40%
50%
Base: All Gaming Parents who play games with their children, Spring 2010, aged 16-49 (1,507 gamers, weighted by age, sex, hours
of play and gaming spend)
Q31 What is the main reason you play video games with your child/children?
Q32 Why else do you play video games with your child/children?
Page 38
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
4.3 Monitoring Children‟s Games Purchases and Play
 Many parents are not involved in their children‟s purchases
 31% of Gaming Parents and 42% of Non Gaming Parents never buy games for their children
 14% of Gaming Parents and 17% of Non Gaming Parents never monitor the games that their children
are playing
 Across almost all regions the consistent pattern is for Gaming Parents to be more involved in their
children‟s games purchases than Non Gaming Parents, only North Eastern Europe reverses this
pattern
 North Eastern European Parents are the least likely to be ever involved in buying their children‟s
games
 UK Parents are the least likely to allow their children to buy their games unsupervised
Figure 31 Proportion of Occasions When Parents Buy their Children‟s Games
Never
100%
90%
22%
23%
80%
70%
60%
50%
9%
29%
37%
45%
16%
22%
26%
30%
29%
30%
27%
24%
23%
23%
19%
11%
0%
10%
28%
15%
13%
22%
33%
15%
6%
6%
1%
2%
3%
21%
29%
5%
2%
42%
17%
16%
31%
20%
10%
18%
27%
40%
47%
5%
Rarely
22%
24%
31%
13%
29%
49%
11%
25%
36%
19%
3%
5%
36%
31%
40%
55%
49%
5%
2%
22%
42%
25%
26%
11%
14%
15%
9%
5%
10%
3%
11%
20%
20%
11%
9%
4%
Most of the time
23%
27%
20%
Sometimes
Always
17%
11%
21%
18%
15%
12%
35%
20%
10%
6%
Gamer
Non
Gamer
Non
Gamer
Non
Gamer
Non
Gamer
Non
Gamer
Non
Gamer
Non
Gamer
Non
Gamer
Non
Parent Gamer Parent Gamer Parent Gamer Parent Gamer Parent Gamer Parent Gamer Parent Gamer Parent Gamer Parent Gamer
Parent
Parent
Parent
Parent
Parent
Parent
Parent
Parent
Parent
UK
France
Germany
Italy
Spain/
Portugal
Rest of
Western
Europe
Nordic Region
North Eastern
Europe
All Europe
Base: All Parents, Spring 2010, (Gaming Parents aged 16-49- 2,253, weighted by age, sex, hours of play and gaming spend) and
(Non Gaming parents aged 16+ 2,931 unweighted as no information exists on the age and sex profile of this group by region)
Q33 Thinking about your youngest child, do you buy this child‟s games?
 There is less difference between the two groups of parents over whether children are present when
games are bought
 Only 16% of parents buy their children‟s games, either without their children or rarely with their
children present
 German parents are most likely to be buying their children‟s games without their children present
Figure 32 Proportion of Occasions Children are Present When their Parents Buy their Children‟s Games
100%
90%
2%
12%
4%
8%
80%
70%
29%
31%
8%
6%
28%
60%
50%
40%
30%
12%
13%
16%
24%
24%
13%
9%
20%
10%
8%
23%
22%
18%
15%
11%
29%
12%
13%
13%
8%
17%
15%
12%
20%
6%
31%
3%
7%
14%
25%
17%
23%
13%
7%
10%
9%
5%
9%
16%
19%
11%
16%
14%
23%
14%
16%
4%
6%
12%
17%
11%
13%
6%
37%
2%
10%
16%
19%
47%
45%
24%
42%
22%
35%
5%
9%
25%
18%
7%
49%
4%
10%
3%
13%
19%
9%
10%
15%
9%
12%
10%
12%
10%
12%
6%
10%
23%
7%
9%
15%
Rarely
Sometimes
Most of the time
Always
16%
19%
Never
Never Buy Games for Child
12%
11%
55%
36%
7%
40%
49%
31%
42%
0%
Gamer Non Gamer Non Gamer Non Gamer Non Gamer Non Gamer Non Gamer Non Gamer Non Gamer Non
Parent Gamer Parent Gamer Parent Gamer Parent Gamer Parent Gamer Parent Gamer Parent Gamer Parent Gamer Parent Gamer
Parent
Parent
Parent
Parent
Parent
Parent
Parent
Parent
Parent
UK
France
Germany
Italy
Spain/
Portugal
Rest of
Western
Europe
Nordic Region
North Eastern
Europe
All Europe
Base: All Parents, Spring 2010, (Gaming Parents aged 16-49- 2,253, weighted by age, sex, hours of play and gaming spend) and
(Non Gaming parents aged 16+ 2931 unweighted as no information exists on the age and sex profile of this group by region)
Q34 When you buy games for your child is your child present?
Page 39
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
 Gaming Parents are marginally more likely than Non Gaming Parents to monitor the games their
children are playing
 Nordic parents are the least concerned about what their children are playing
Figure 33 Proportion of Occasions When Parents Monitor the Games Their Children are Playing
100%
90%
16%
80%
2%
11%
70%
60%
50%
13%
17%
17%
8%
3%
11%
9%
12%
4%
8%
12%
22%
14%
29%
28%
23%
20%
6%
9%
15%
1%
8%
23%
20%
22%
6%
1% 19%
12%
5%
6%
11%
27% 10%
19%
12%
11%
4%
7%
29%
18%
20%
18%
17%
8%
9%
13%
13%
13%
20%
26%
40%
20%
42%
37%
46%
54%
39%
45%
52%
54%
54%
47%
49%
39%
10%
35%
13%
24%
18%
6%
19%
23%
30%
15%
3%
28%
14%
3%
11%
17%
8%
14%
25%
25%
34%
21%
25%
38%
Never
Rarely
Sometimes
Most of the time
Always
46%
40%
0%
Gamer Non Gamer Non Gamer Non Gamer Non Gamer Non Gamer Non Gamer Non Gamer Non Gamer Non
Parent Gamer Parent Gamer Parent Gamer Parent Gamer Parent Gamer Parent Gamer Parent Gamer Parent Gamer Parent Gamer
Parent
Parent
Parent
Parent
Parent
Parent
Parent
Parent
Parent
UK
France
Germany
Italy
Spain/
Portugal
Rest of
Western
Europe
Nordic Region
North Eastern
Europe
All Europe
Base: All Parents, Spring 2010, (Gaming Parents aged 16-49- 2,253, weighted by age, sex, hours of play and gaming spend) and
(Non Gaming parents aged 16+ 2931 unweighted as no information exists on the age and sex profile of this group by region)
Q35 Do you monitor what video games your children are playing?
Page 40
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
Page 41
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
5 Section 5 Video Gamers Broader
Activities and Interests
Page 42
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
5.1 Gamers Other Leisure Interests
In this section some charts show „new console users‟. This is defined as a user of at least one of the
following consoles: Sony PlayStation 3, Microsoft Xbox 360, Nintendo Wii.
 In 2010 simple social activities, like chatting with friends are a universally popular pastime (92%)
 Shopping (78%) and eating out (77%) are also enormously popular
 The data is a measure of the things Gamers like to do when they can, not monthly activity rates for
each pastime
 Exercising outdoors has the highest proportion of people who claim this is their favourite activity both
in absolute terms and in relation to the overall popularity of the activity
Figure 34 Leisure Activities Gamers Enjoy Most
34%
Chat or spend time with friends
92%
9%
Go shopping or go out to shopping malls
78%
8%
Go out to eat
77%
10%
Go to the movies
69%
6%
Go out to a cafe, pub or bar
66%
16%
Play sports or exercise outdoors
60%
5%
Go to a party or go out dancing
47%
5%
Go to a concert or a gig
38%
5%
Play sports or exercise at a health centre
Favourite Activity
37%
All Activities Enjoyed
1%
Go to a museum, art gallery or the theatre
29%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Base: All Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
100%
Q36 If you had a few hours of spare time, what sort of leisure or entertainment-related activities do you usually do at least once a
month, place each activity according to your preferences – Things I do/ Things I don‟t do?
Q36a Please rank in order of preference, your three favourite activities.
Page 43
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
5.2 Time spent by Gamers on Leisure and Entertainment
 Gamers are now a group who have many diverse interests; they are as likely to play sport or read
books as game, this is true both of all Gamers and of those using the New Consoles.
 The dominant pastimes remain watching TV, socialising and spending time on the internet
 45% of gamers‟ spend 15 or more hours a week surfing the internet
 There are broad similarities in the pattern of time spent on the reported activities across the regions,
however each region has its own emphasis; for example the Germans are much more likely to
socialise than the British and the French watch more TV than the Italians
Figure 35 Time Spent By Gamers on Selected Leisure Activities
38%
Going to the cinema
Reading newspapers and
magazines
4%
1%
57%
15%
15%
2%
68%
Playing sport / exercising
22%
52%
20%
5%
Reading books
21%
54%
20%
5%
Watching DVDs
22%
61%
18%
Playing console or PC videogames
56%
Listening to the radio
14%
48%
Listening to music on CD / iPod
/other music player
13%
51%
28%
40%
Socialising with friends / family
3%
31%
35%
0%
20%
None
5 hours or less
12%
28%
32%
36%
40%
8%
14%
23%
4%
1% 17%
18%
24%
Watching TV
Surfing the Internet
14% 3%
45%
60%
80%
6-14 hours
100%
15+ hours
Base: All Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
Q37 In an average week how much time would you say you spend on ....?
Page 44
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
Figure 36 Proportion of Gamers Spending More than 6 Hours a Week on Activity
5%
Going to the cinema
17%
Reading newspapers and magazines
25%
Playing sport / exercising
25%
Reading books
17%
Watching DVDs
25%
Playing console or PC videogames
38%
Listening to the radio
Listening to music on CD / iPod /other music
player
36%
68%
Watching TV
66%
Socialising with friends / family
81%
Surfing the Internet
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Base: All Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend), 2008
sample as reported in 2008
Q37 In an average week how much time would you say you spend on ....?
Table 2 Proportions of Gamers by Country Spending More than 6 Hours per Week on an Activity
UK
Playing console or PC videogames
Surfing the Internet
Socialising with friends / family
Watching TV
Listening to music on CD / iPod /other music player
Listening to the radio
Watching DVDs
Reading books
Playing sport / exercising
Reading newspapers and magazines
Going to the cinema
24%
83%
54%
71%
38%
34%
24%
28%
22%
11%
5%
France
Germany Italy
23%
32%
30%
84%
82%
84%
62%
74%
63%
78%
73%
57%
30%
34%
35%
38%
39%
35%
16%
15%
17%
20%
29%
28%
23%
25%
27%
15%
18%
21%
5%
4%
10%
Rest of
North
Spain/ Western Nordic Eastern All
Portugal Europe Region Europe Gamers
24%
20% 17%
31%
25%
77%
78% 78%
82%
81%
73%
70% 70%
75%
66%
60%
69% 71%
54%
68%
32%
37% 36%
49%
36%
35%
42% 36%
48%
38%
15%
15% 17%
20%
17%
23%
27% 24%
23%
25%
22%
24% 31%
34%
25%
20%
22% 17%
18%
17%
7%
1%
1%
3%
5%
Base: All Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
Q37 In an average week how much time would you say you spend on ....?
Page 45
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
Figure 37 Time Spent By Gamers on Selected Leisure Activities by All New Console Users
35%
Going to the cinema
Reading newspapers and
magazines
59%
5% 1%
15% 2%
68%
15%
Playing sport / exercising
21%
53%
21%
4%
Reading books
20%
55%
20%
5%
17%
Watching DVDs
64%
Playing console or PC videogames
14%
Listening to the radio
14%
48%
Listening to music on CD / iPod
/other music player
12%
53%
Watching TV
3%
Socialising with friends / family
3%
Surfing the Internet
58%
29%
20%
None
19%
24%
9%
13%
24%
41%
30%
2% 19%
0%
15% 4%
27%
34%
33%
36%
40%
5 hours or less
11%
44%
60%
80%
6-14 hours
100%
15+ hours
Base: All Video Gamers Spring 2010 aged 16-49 (3,814 video gamers who use a PS3, Xbox 360 and Wii as main console)
Q37 In an average week how much time would you say you spend on ....?
Page 46
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
5.3 The Benefits of Video Gaming and Other Media
 In 2010 Gamers believe that games are the best media for keeping you mentally and physically fit
 TV is the best media for:
– Helping you learn about new technology (49% in 2010 – 12% higher than all other forms of media)
– Teaching you new things (54% - 24%)
 Movies are the best media for:
– Being a fun way to spend time (78% - 16%)
– Stimulating your imagination (47% - 2%)
– Making you think (46% - 3%)
– Constructive way to spend time (34% - 1%)
– Allowing you to spend time with the family (50% - 14%)
 Games are the best media for:
– Keeping you mentally fit (50% - 25%)
– Keeping you physically fit (18% - 11%)
Figure 38 Proportion of Gamers Agreeing to the Benefits of Video Gaming and Other Media
78%
80%
Video Games
TV
70%
Movies
62%
60% 55%
50%
54%
45%
50%
47%
43%42%
50%
49%
46%
37%
40%
31%
30%
30%
24%
25%
33%
29%
34%
35%36%
28%
22%
18%
20%
7% 7%
10%
0%
Fun way to
spend time
Stimulates your
imagination
Makes you
think
Keeps you fit
mentally
Helps you learn
about
technology and
new media
Teaches you
new things
Constructive
way to spend
time
Allows you to
spend time
with
friends/family
Keeps you fit
physically
Base: All Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend) (Agree = a
score of 4 or 5)
Q13 Please indicate whether you agree with each statement using a 1-5 rating scale, where a 5 stands for agree strongly and a 1
stands for disagree strongly.
Page 47
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
6 Section 6 Online Gaming and
Multimedia
Page 48
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
6.1 Prevalence of Online Gaming
 71% of Gamers played some form of Online game in the past 3 months
 Comparing the profile of free online gaming against paid for, free online games make up a large
volume of online games played
 19% of Gamers are playing paid for Online games (e.g. Subscription titles such as World of Warcraft;
or pay to play online games) and 68% of Gamers are playing free Online games
 Free Games on Games Websites (55%) and Games of Social Network Sites (37%) are the most
popular kinds of free games. Games you buy and then play free online is the most popular kind of
paid for online gaming
 Free online gaming activity is strongest in North Eastern Europe, however it has the lowest level of
activity for paid for online gaming
 The Nordic Region and Germany show the highest level of activity for paid for online gaming
 Playing Free online Gambling games is most common in Spain/Portugal
 More than half of all Italian Gamers (52%) play free online games on Social networking sites/non
gaming websites
 Games which you have to buy the software and then play online is the most prevalent form of paid
for online gaming; the highest level of activity is seen in Germany (17%)
 8% of Nordic Gamers are playing online games for which you have to pay a monthly subscription, the
highest in Europe
 Italy and the Nordic Region (10%) show the highest proportion for playing games on a “pay to play”
basis
Figure 39 Free Online Gaming Activity by Region
UK
41%
37%
19%
16%
13%
16%
Italy
23%
22%
27%
18%
0%
10%
20%
53%
38%
North Eastern Europe
All Europe
54%
31%
21%
18%
28%
30%
59%
53%
36%
34%
Spain/ Portugal
15%
52%
28%
21%
Rest of Western Europe
61%
31%
27%
Germany
Nordic Region
57%
35%
33%
France
36%
55%
37%
40%
67%
46%
50%
60%
70%
Free online games on games websites
Free online games on a social networking or other non-game websites
Free massively multiplayer online games
Online gambling games
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
Q14 What kind of online or WiFi games have you played in the last 3 months (if any)?
Page 49
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
Figure 40 Paid For Online Gaming Activity by Region
14%
UK
6%
6%
14%
France
7%
6%
17%
Germany
6%
7%
15%
Italy
5%
10%
11%
Spain/ Portugal
4%
6%
14%
Rest of Western Europe
4%
5%
14%
Nordic Region
8%
10%
11%
North Eastern Europe
4%
6%
14%
All Europe 2010
6%
7%
0%
2%
4%
6%
8% 10% 12% 14% 16% 18%
Games for which you have to buy the software and then play free online
Games which you pay a monthly subscription to play online
Games you play online for which you pay on a 'pay per play' basis
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
Q14 What kind of online or WiFi games have you played in the last 3 months (if any)?
Figure 41 Online Gaming Activity by Region
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
69%70%
76%
73%
75%
70%
81%82%
69%70%
58%60%
23%
19%
17%
UK
France
22%
Germany
Paid for Online Games
Italy
16%
Spain/
Portugal
68%
65%
19%
Rest of
Western
Europe
Free Online Games
71%
67%
68%71%
25%
16%
Nordic
Region
North
Eastern
Europe
19%
All Europe
2010
Any Online Games
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
Q14 What kind of online or WiFi games have you played in the last 3 months (if any)?
Page 50
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
6.2 Genre of Online Games Played
 Puzzle/Board/Game Show/Trivia/Card games are the most played Online Games
 58% of Gamers are playing Puzzle/Board/Game Show/Trivia/Card games online; the Rest of Western
Europe is the most active Region with two thirds of Gamers in the region playing
 26% of Gamers are playing MMO games; they are most popular in France where a third of French
Gamers play MMO games
Figure 42 Genre of Online Games Played by Region
41%
UK
18%
37%
58%
56%
France
33%
48%
Germany
27%
54%
56%
50%
55%
55%
Italy
20%
50%
47%
52%
Spain/ Portugal
30%
48%
Rest of Western Europe
57%
25%
44%
Nordic Region
52%
21%
49%
North Eastern Europe
28%
45%
All Europe
26%
0%
10%
20%
65%
55%
30%
40%
50%
66%
62%
60%
55%
58%
55%
60%
Action/Sport/Strategy/Role Play
Puzzle/Board/Game Show/Trivia/Card
Mini Games/Shockwave/Flash/Browser Based
Massively Multiplayer Online Games
70%
Base: All Video Gamers who play online Spring 2010 aged 16-49 (4,748 video gamers weighted by age, sex, hours of play and
gaming spend)
Q15 What kind of games do you play online?
Page 51
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
6.3 Who Online Games are Played With
 Playing online is a largely solitary activity; 68% play all/most of the time online alone
 Over half of French Gamers play online on their own
 Among Gamers who do play with others,
– 20% of Online Gamers play against people in the same room
 UK Gamers are most likely to play online games with other gamers physically present in the same
room (27%), this figure is only 9% in the „Rest of Western Europe‟
Figure 43 How Much Social Gameplay is there Online
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
5%
20%
6%
16%
10%
26%
25%
7%
19%
36%
37%
33%
35%
UK
51%
27%
France
Germany
6%
9%
20%
17%
7%
26%
23%
30%
9%
33%
33%
7%
22%
31%
30%
36%
41%
41%
38%
Italy
Spain/
Portugal
Rest of
Western
Europe
Nordic
Region
Always play on my own
Sometimes on my own/sometimes with other people
Always play with other people
23%
North
Eastern
Europe
37%
All Europe
2010
Play on my own most of the time
Play with other people most of the time
Base: All Video Gamers who play online Spring 2010 aged 16-49 (4,748 video gamers weighted by age, sex, hours of play and
gaming spend)
Q16 Do you generally play games online by yourself or with/against other people?
Figure 44 Where Your Friends are Online
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
36%
31%
26%
36%
44%
49%
27%
25%
25%
UK
France
Germany
28%
59%
14%
26%
69%
65%
13%
17%
Italy
Spain/
Portugal
9%
Rest of
Western
Europe
22%
20%
25%
60%
65%
55%
18%
15%
20%
Nordic
Region
North
Eastern
Europe
All
Europe
2010
Usually physically present in the same room
Usually present via a network
Sometimes they are physically present and sometimes present via a network
Base: All Video Gamers who play online against other gamers Spring 2010 aged 16-49 (481 video gamers weighted by age, sex,
hours of play and gaming spend)
Q16 Do you generally play games online by yourself or with/against other people?
Q17 When you play games online against other people are they usually physically present in the same room or present via a
network?
Page 52
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
6.4 Where Gamers Play Online
 95% of Online Gamers play games online at home
 21% play games online at friends houses
 9% of Gamers who play online do so whilst travelling; this has only become possible via WiFi and the
online capabilities of the new handhelds
Figure 45 Where Online Gamers Play Online
95%
89%
At home
At a friend's house
When I am waiting for someone
At school
Other
At a cafe/bar/restaurant
2%
Play
Mostly play
11%
1%
At work
When I am travelling
21%
3%
9%
9%
1%
7%
1%
5%
2%
3%
1%
0%
20%
40%
60%
80%
100%
Base: All Video Gamers who play online Spring 2010 aged 16-49 (4,748 video gamers weighted by age, sex, hours of play and
gaming spend)
Q18 Where do you mostly play video games online?
Q19 Where else do you play video games online?
Page 53
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
6.5 Why Gamers Play Online
 „It‟s fun‟ is the most quoted reason for playing gamers online (49%), but „to pass the time‟ is the
main reason most often given by Gamers (29%)
 Other important reasons include:
– To relax/de-stress (40% - 19% as a main reason)
– The challenge of the game (23% - 7%)
Figure 46 Motivations for Playing Online Games
It's fun
49%
23%
When I'm bored/to pass the time
44%
29%
To relax/de-stress
40%
19%
For the challenge of the game
23%
7%
It's exciting
To make good use of spare time
6%
To play/socialise with other people online
5%
To play/socialise with other people in person
4%
To use my imagination
1%
I learn new things
1%
0%
Main Reason
20%
5%
Other Reasons
18%
16%
11%
10%
7%
10%
20%
30%
40%
50%
Base: All Video Gamers who play online Spring 2010 aged 16-49 (4,748 video gamers weighted by age, sex, hours of play and
gaming spend)
Q20 What is your main reason for playing video games online?
Q21 What other reason do you have for playing online video games?
Page 54
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
Page 55
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
7 Section 7 Awareness and Perceptions
of PEGI
Page 56
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
7.1 Awareness of Age Rating Systems
In this section some charts show „new console users‟. This is defined as a user of at least one of the
following consoles: Sony PlayStation 3, Microsoft Xbox 360, Nintendo Wii.
 Across Europe awareness is remarkably consistent among Gamers and Non Gaming Parents within
each country
 Only in Italy and North Eastern Europe are Non Gaming Parents less aware
 Awareness is strongest in UK and the „Rest of Western Europe‟ (NL, B, CH, AUT)
 There is little differentiation by console, awareness is highest amongst PS3 users at 61%
Figure 47 Awareness of an Age Rating System for Video Games
70%
60%
64%
62%
60%
53%
52%
48%
45%
50%
40%
5
61%
52%
47%
43%
43%
44%
41%
35%
30%
23%
20%
10%
0%
Gamers
Non
Gaming
Parents
Gamers
UK
Non
Gaming
Parents
France
Gamers
Non
Gaming
Parents
Gamers
Italy
Non
Gaming
Parents
Spain/Portugal
Gamers
Non
Gaming
Parents
Rest of Western
Europe
Gamers
Non
Gaming
Parents
Nordic Region
Gamers
Non
Gaming
Parents
North Eastern
Europe
Gamers
Non
Gaming
Parents
All Europe
Base: All Video Gamers Spring 2010 aged 16-49 (5,685 video gamers weighted by age, sex, hours of play and gaming spend) and
(Non Gaming parents aged 16+ 2,931 unweighted as no information exists on the age and sex profile of this group by region)
Q38/NG8 As I am sure you know, DVDs and videos have age ratings applied to them. Are you aware of or have you heard of a
European age ratings system for video games?
Figure 48 Awareness of an Age Rating System for Video Games by New Console Users
70%
60%
56%
61%
60%
A Sony PlayStation 3
User
A Microsoft Xbox 360
User
6
56%
50%
40%
30%
20%
10%
0%
All New Console
Users
A Nintendo Wii User
Base: All Video Gamers Spring 2010 aged 16-49 (3,814 video gamers who use a PS3, Xbox 360 and Wii as main console)
Q38 As I am sure you know, DVDs and videos have age ratings applied to them. Are you aware of or have you heard of a European
age ratings system for video games?
5
Germany is not included in this figure as it has its own national and well established age classification system for
video games, and therefore does not contribute to the total figures for all Europe.
6
Germany is not included in this figure as it has its own national and well established age classification system for
video games.
Page 57
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
 While there is less awareness of the age rating scheme and of PEGI there is much higher recognition
of the PEGI age rating labels, presumably helped by their consistency with other rating systems for
films etc. Therefore there is a practical understanding of the system of rating even if there is less
awareness of the details or management of the system
 Awareness is in most regions 15-20 percentage points lower among Non Gaming Parents than
Gamers; the largest gaps are in Germany (31%) and North Eastern Europe (24%)
 Fewer Germans recognise the labels than people in any other region; this is because they are more
likely to see their own national system
 New console users are more likely to be aware of the PEGI age ratings than other Gamers, 85% of
PS3 and Xbox 360 users are aware of the PEGI age rating labels
Figure 49 Recognition of the PEGI Age Rating Labels
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
89%
77%
71%
64%
78%
74%
7
76%
71%
61%
59%
61%
58%
75%
69%
55%
59%
45%
28%
Gamers
Non Gamers Non Gamers Non Gamers Non Gamers Non Gamers Non Gamers Non Gamers Non Gamers Non
Gaming
Gaming
Gaming
Gaming
Gaming
Gaming
Gaming
Gaming
Gaming
Parents
Parents
Parents
Parents
Parents
Parents
Parents
Parents
Parents
UK
France
Italy
Spain/Portugal
Rest of
Western
Europe
Nordic Region
North Eastern
Europe
All Europe
Germany
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend) and
(Non Gaming parents aged 16+ 2,931 unweighted as no information exists on the age and sex profile of this group by region)
Q40 Are you aware or have you ever seen the following symbols on games or games boxes?
Figure 50 Recognition of the PEGI Age Rating Labels by New Console Users
100%
80%
80%
85%
85%
A Sony PlayStation 3
User
A Microsoft Xbox
360 User
79%
60%
40%
20%
0%
All New Console
Users
A Nintendo Wii User
Base: All Video Gamers Spring 2010 aged 16-49 (3,814 video gamers who use a PS3, Xbox 360 and Wii as main console)
Q40 Are you aware or have you ever seen the following symbols on games or games boxes?
Figure 51 PEGI Age Labels Presented in the Research
NB. Portugal uses different age classifications and Portuguese respondents saw an adapted set of symbols
7
Although PEGI is not used in Germany, it still may appear on some of the packaging and is therefore included in this
figure.
Page 58
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
7.2 Value of the PEGI System
 76% of Gamers and 89% of Non Gaming Parents who are aware of the system find the PEGI age
rating system quite-extremely useful
 The difference is even more marked among those finding the system very/extremely useful (45%66%), reflecting the greater assistance it provides to those less familiar with the games
 It is a pattern consistent across every region
 Italians are keenest on the system
 New Console users tend to share the general view, that the PEGI system is useful
Figure 52 The Usefulness of the Age Rating Symbols among those Who Recognise Them
100%
80%
60%
40%
3%
11%
8%
17%
6%
12%
3%
8%
21%
24%
33%
30%
28%
20%
30%
20%
23%
32%
34%
8%
14%
49%
28%
32%
20%
4%
12%
22%
27%
33%
23%
2%
8%
9%
14%
25%
30%
32%
19%
9%
37%
21%
8%
15%
3%
8%
13%
1%
6%
23%
16%
21%
29%
35%
31%
34%
31%
23%
30%
16%
5%
7%
25%
37%
0%
Gamers
1%
6%
29%
29%
25%
28%
6%
15%
34%
35%
20%
2%
4%
15%
3%
12%
8
34%
34%
26%
23%
31%
19%
19%
25%
32%
36%
18%
Non
Gamers
Non
Gamers
Non
Gamers
Non
Gamers
Non
Gamers
Non
Gamers
Non
Gamers
Non
Gamers
Non
Gaming
Gaming
Gaming
Gaming
Gaming
Gaming
Gaming
Gaming
Gaming
Parents
Parents
Parents
Parents
Parents
Parents
Parents
Parents
Parents
UK
France
Italy
Spain/Portugal
Rest of Western
Europe
Extremely useful
Very useful
Nordic Region
North Eastern
Europe
Quite useful
All Europe
Not very useful
Germany
Not at all useful
Base: All Video Gamers Spring 2010 aged 16-49 who recognise the PEGI Age symbols (5,429 video gamers weighted by age, sex,
hours of play and gaming spend) and (Non Gaming parents aged 16+ who recognise the PEGI Age 1,612 unweighted as no
information exists on the age and sex profile of this group by region)
Q41 To what degree would you say that these symbols are useful in deciding whether to buy a video game?
NG11 - Thinking about your youngest child, to what degree would you say that these symbols are useful in deciding whether to buy
a video game for your child?
Figure 53 The Usefulness of the Age Rating Symbols among those Who Recognise Them by New Console
Users
100%
10%
12%
9%
12%
13%
80%
15%
60%
32%
30%
25%
23%
20%
19%
18%
16%
19%
All New Console Users
A Sony PlayStation 3 User
A Microsoft Xbox 360 User
A Nintendo Wii User
18%
18%
33%
34%
40%
20%
0%
Extremely useful
Very useful
Quite useful
Not very useful
26%
Not at all useful
Base: All Video Gamers Spring 2010 aged 16-49 who recognise the PEGIA Age symbols (3,814 video gamers who use a PS3, Xbox
360 and Wii as main console)
Q41 To what degree would you say that these symbols are useful in deciding whether to buy a video game?
8
Although PEGI is not used in Germany, it still may appear on some of the packaging and is therefore included in this
figure.
Page 59
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
7.3 Awareness and Understanding and Use of the PEGI
Content Labels
 Averages awareness across all the labels is 34% for Gamers and 22% for Non
Gaming Parents
 Violence (46%-27%), Sex (38%-29%) and Gambling (38%-25%) are the most
recognised labels, which may in part reflect the use of the widely used symbols
adopted rather than their specific use on games
 UK, Germany and the Nordics had the lowest awareness of the labels; Italy and
North Eastern Europe the greatest awareness
Figure 54 Awareness of the PEGI Content Symbols
50%
45%
Gamers
46%
38%
40%
35%
29%
27%
30%
Non Gaming Parents
38%
36%
25%
25%
35%
34%
30%
29%
25%
22%
20%
17%
20%
22%
16%
12%
15%
10%
5%
0%
Violence
Sex
Gambling
Nudity
Language
Drugs
Fear
Online
Discrimination
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play
and gaming spend) and (Non Gaming parents aged 16+ 2,931 unweighted as no information exists on the
age and sex profile of this group by region)
Q47/NG14 Are you aware, or have you ever seen the following symbols?
Figure 55 Awareness of the PEGI Content Symbols by Region
48%
50%
9
47%
45%
39%
40%
35%
30%
30%
27%
25%
20%
36%
35%
18%
15%
34%
30%
28%
26%
24%
22%
17%
15%
20%
9%
10%
5%
0%
UK
France
Italy
Spain/
Portugal
Average Awareness Gamers
Rest of
Western
Europe
Nordic Region North Eastern
Europe
All Europe
Germany
Average Awareness Non Gaming Parents
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play
and gaming spend) and (Non Gaming parents aged 16+ 2,931 unweighted as no information exists on the
age and sex profile of this group by region)
Q47/NG14 Are you aware, or have you ever seen the following symbols?
9
Although PEGI is not used in Germany, it still may appear on some of the packaging and is
therefore included in this figure.
Page 60
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
Figure 56 Awareness of the PEGI Content Symbols by All New Console Users
50%
49%
All New Console Users
45%
40%
40%
39%
37%
36%
35%
35%
32%
31%
30%
23%
25%
20%
15%
10%
5%
0%
Violence
Sex
Gambling
Nudity
Language
Drugs
Fear
Online
Discrimination
Base: All Video Gamers Spring 2010 aged 16-49 (3,814 video gamers who use a PS3, Xbox 360 and Wii as main console)
Q47 Are you aware, or have you ever seen the following symbols?
 On average in 93% of cases Gamers aware of a symbol also claim to understand what a game
carrying it would contain
 Non Gamers are almost as confident at 87%
 Both groups are least likely to be confident about „Nudity‟ (83% and 78%)
 Non Gamers are less confident about „Drugs‟ 80% and „Online‟ 83%
 Clearly the descriptive word on each label contributes to the understanding of its meaning
Figure 57 Understanding of the PEGI Content Labels
45%
44%
Gamers
40%
37%
36%
30%
Non Gaming Parents
34%
35%
31%
30%
26%
25%
25%
22%
18%
20%
29%
27%
20%
20%
16%
15%
15%
17%
11%
10%
5%
0%
Violence
Sex
Gambling
Nudity
Language
Drugs
Fear
Online
Discrimination
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend) and
(Non Gaming parents aged 16+ 2,931 unweighted as no information exists on the age and sex profile of this group by region) (Data
is presented as base of all respondents though only those aware of each symbol were asked about their understanding of it.
Q48/NG15 Do you understand what a game carrying these symbols would include?
Figure 58 Understanding of the PEGI Content Labels by All New Console Users
50%
48%
All New Console Users
45%
38%
40%
38%
35%
36%
32%
30%
30%
31%
29%
25%
21%
20%
15%
10%
5%
0%
Violence
Sex
Gambling
Nudity
Language
Drugs
Fear
Online
Discrimination
Base: All Video Gamers Spring 2010 aged 16-49 (3,814 video gamers who use a PS3, Xbox 360 and Wii as main console)
Q48 Do you understand what a game carrying these symbols would include?
Page 61
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
Figure 59 Understanding of the PEGI Content Labels by Region
43%
45%
43%
40%
36%
28%
32%
28%
23%
25%
20%
35%
33%
35%
30%
10
16%
15%
24%
22%
23%
19%
15%
13%
10%
18%
7%
5%
0%
UK
France
Italy
Spain/
Portugal
Average Awareness Gamers
Rest of
Western
Europe
Nordic
Region
North
Eastern
Europe
All Europe
Germany
Average Awareness Non Gaming Parents
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend) and
(Non Gaming parents aged 16+ 2,931 unweighted as no information exists on the age and sex profile of this group by region) (Data
is presented as base of all respondents though only those aware of each symbol were asked about their understanding of it.
Q48/NG15 Do you understand what a game carrying these symbols would include?
10
Although PEGI is not used in Germany, it still may appear on some of the packaging and is therefore included in
this figure.
Page 62
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
 Although the vast majority of Gamers claimed they understood the symbols only 70% scored them as
very or extremely clear
 The symbols perform equally well in all regions
 58% of Gaming Parents and 59% of non Gaming Parents consider the labels are very/extremely
useful in helping them to decide upon a games purchase
 The Nordic Region is least interested in the PEGI content labels (37% - 50%), Italians the most (62%
- 71%)
Figure 60 Clarity of the Symbols
100%
80%
60%
1%
3%
11%
12%
16%
3%
12%
18%
29%
11
3%
3%
10%
9%
6%
18%
21%
28%
4%
13%
21%
5%
3%
8%
10%
16%
18%
1%
5%
Not at all clear 5
24%
3
4
2
31%
16%
28%
34%
41%
41%
38%
Spain/
Portugal
Rest of
Western
Europe
Nordic
Region
Extremely clear 1
29%
32%
37%
40%
20%
55%
43%
39%
UK
France
33%
41%
33%
0%
Italy
North
Eastern
Europe
All
Europe
Germany
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
Q49 Thinking about whether it is clear what these symbols mean, on a scale of 1-5 where 1 is extremely clear and 5 is not clear at
all, how clear is the meaning of these symbols?
11
Figure 61 Usefulness of Symbols in Deciding on a Game Purchase
100%
80%
3%
4%
3%
3%
2%
4%
7%
8%
7%
9%
32%
30%
28%
26%
29%
60%
40%
32%
39%
38%
33%
1%
8%
3%
6%
21%
32%
4%
2%
4%
8%
5%
8%
26%
8%
10%
16%
39%
33%
34%
26%
21%
22%
31%
32%
40%
20%
29%
31%
3%
7%
8%
27%
31%
32%
33%
28%
5%
9%
42%
18%
20%
2%
22%
26%
41%
30%
28%
29%
6%
19%
34%
33%
17%
25%
28%
35%
23%
5%
5%
12%
8%
13%
12%
27%
32%
27%
34%
29%
21%
32%
24%
20%
0%
Gaming
Non
Gaming
Non
Gaming
Non
Gaming
Non
Gaming
Non
Gaming
Non
Gaming
Non
Gaming
Non
Gaming
Non
Parents Gaming Parents Gaming Parents Gaming Parents Gaming Parents Gaming Parents Gaming Parents Gaming Parents Gaming Parents Gaming
Parents
Parents
Parents
Parents
Parents
Parents
Parents
Parents
Parents
UK
France
Italy
Spain/Portugal
Rest of Western
Europe
Extremely useful
Very useful
Nordic Region
North Eastern
Europe
Quite useful
All Europe
Not very useful
Germany
Not at all useful
Base: All Parents, Spring 2010, (Gaming Parents aged 16-49- 2,253, weighted by age, sex, hours of play and gaming spend) and
(Non Gaming parents aged 16+ 2,931 unweighted as no information exists on the age and sex profile of this group by region)
Q50/NG16 To what degree would you say that these symbols are useful in deciding whether to buy a video game for your children?
11 & 10
Although PEGI is not used in Germany, it still may appear on some of the packaging and is therefore included
in this figure.
Page 63
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
8 Section 8 The Socio-Demographics
of Video Gaming Behaviour
Page 64
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
This section incorporates additional insight into Gamer behaviour based on an analysis of age, sex, and
system ownership. Only those tables that add additional understanding have been included.
8.1 System Use






Females show a higher profile of users on the DS/DS Lite/DSi and the Wii than males
Female users of the DS is more than double the number of males at a ratio of 5:2
All of the Sony platforms show a higher profile of Male users than female
PS3 has a male to female user ratio of 3:1
Xbox 360 also shows a strongly male profile (5% of males are users and 3% of females)
Phones and the PC are evenly split by gender
Figure 62 Reported Use of Main System: Europe, By Gender
50%
50%
48%
Male
Female
40%
30%
18%
20%
10%
0%
0% 0%
5% 3%
PS1
PS2
11%
10%
6%
2% 2% 1%
0% 0%
PS3
PSP/
PSP Go
Xbox
5% 3%
0% 0%
Xbox
360
4%
4%
3% 2%
0% 0%
Game DS/ DS Game
Boy Lite/DSi Cube
Ad/SP
10%10%
Wii
iPhone
Other
Phone
1%
Smart
Phone
PC
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
Q4 Have you played a video or computer game in the last 6 months on any of the following games systems?
Q5 Which of these game systems do you use most often?
Figure 63 Handheld Gaming Activity By Age and Gender
60%
50%
51%
46%
43%
40%
33%
30%
26%
29% 29%
22%
19%
20%
17%
15% 16%
17%
10%
10%
15% 15% 15%
9%
14% 14%
19%
11%
8%
18%
13%
11% 10%
7%
0%
Male
Female
PC Gamer
16-19
Handheld Gamer
20-24
25-29
Console Gamer
30-39
40-49
Phone Gamer
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
Q22 Do you play games on a portable device such as a mobile phone, PDA, Nintendo DS or Sony PSP?
Page 65
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
 Males and Younger Gamers are more likely to spend longer gaming and buy more games
 Handheld gamers buy more games, phone gamers the least games
 Female Gamers are much less likely to buy discounted games
Figure 64 Reported Hours of Play: Europe by Age, Gender and System
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
5%
4%
9%
12%
6%
12%
9%
6%
11%
9%
6%
12%
6%
5%
10%
6%
4%
11%
38%
43%
40%
51%
48%
38%
31%
32%
33%
28%
31%
Female
16-19
20-24
25-29
30-39
40-49
10%
6%
13%
45%
45%
26%
Male
no hours
1-5 hours
6-10 hours
10%
7%
13%
47%
22%
9%
5%
12%
9%
6%
13%
8%
5%
11%
45%
44%
45%
28%
28%
31%
Console
Gamer
Phone
Gamer
PC Gamer
11-15 hours
Handheld
Gamer
16+ hours
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
Q6 Thinking now about your use of video games, on average, how many hours per week have your spent playing video games over
the last 3 months? (Include both online and off line play.) (Sense checks were included and where gamers found difficulty in
answering this question they were asked to estimate play in time bands.)
Figure 65 Numbers of Video Games Purchased: Europe by Age, Gender and System
100%
90%
2%
7%
4%
8%
4%
7%
4%
9%
4%
9%
3%
7%
4%
7%
4%
9%
80%
70%
60%
42%
50%
49%
46%
47%
47%
43%
6%
11%
4%
8%
43%
49%
50%
50%
5%
9%
51%
40%
30%
20%
46%
35%
36%
38%
38%
41%
16-19
20-24
25-29
30-39
43%
34%
10%
27%
31%
41%
0%
Male
Female
No games
1-3 games
4-6 games
7-10 games
40-49
PC Gamer
Handheld Console
Phone
Gamer
Gamer
Gamer
16-20 games
more than 20 games
11-15 games
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
Q9 How many games have you bought for yourself, or been given in the last 12 months? (Include online games.) (Options: second
hand, discounted from full price, new full price.)
Figure 66 Type of Video Game Purchase by Age, Gender and System
3.5
3.0
1.3
2.5
2.0
0.9
1.5
1.0
0.5
0.8
1.0
0.7
1.0
0.7
0.7
0.7
0.5
0.7
0.7
Female
16-19
20-24
0.5
0.7
0.0
Male
Second hand
1.0
1.0
0.8
0.8
0.7
0.6
0.7
0.6
0.5
0.6
25-29
30-39
40-49
Discounted from full price
0.9
1.0
0.8
0.8
0.8
PC Gamer
New full price
0.7
1.0
0.8
0.7
Handheld
Gamer
Console
Gamer
Phone
Gamer
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
Q9 How many games have you bought for yourself, or been given in the last 12 months? (Include online games.) (Options: second
hand, discounted from full price, new full price.)
Page 66
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
8.2 Attitudes and Motivations for Video Gaming
 Similar proportions of both genders emphasise the same main reasons for gaming though there is
greater diversity in the secondary reasons for playing.
 Males are more interested in:
– passing the time (35% main - 27% other)
– the challenge of the game (24% - 14%)
– playing with others (14% - 7%)
 Females give fewer secondary reasons but are slightly more likely to emphasise „relaxation/destressing‟
 Older gamers are also likely to place more emphasis on de-stressing – whereas younger gamers want
to fill the time when they are bored
 More Committed gamers are more likely to emphasise positive game aspects, „its fun‟ or „it‟s exciting‟,
whereas less committed gamers emphasise non gaming motivations like „filling time‟ or „playing with
friends‟
 Reasons for not gaming also vary little by gender:
– Males are more likely to say they „lack the time to game‟ (43% main - 39% other)
– Females that games are too violent (9% - 5%)
 Females give more ideas about what would encourage them to game, but the priorities are similar to
Males. Females want games that:
– „stimulate their imagination‟ (36% - 29%)
– „play for short periods of time‟ (30% - 25%)
– „look easy or fun‟ (26% - 19%)
– „pick up and play easily‟ (22% - 16%)
Figure 67 Motivations for Playing Video Games by Gender
53%
23%
It's fun
53%
26%
56%
24%
To relax/de-stress
22%
When I'm bored/ to pass time
27%
28%
25%
25%
3%
14%
6%
For the challenge of the game
2%
1%
7%
7%
To play/socialise with other people in
person
6%
It's exciting
2%
I learn new things
1%
16%
Female Main Reason
16%
Male Other Reasons
Male Main Reason
14%
11%
13%
3%
11%
9%
1%
5%
To make good use of spare time
Female Other Reasons
24%
6%
To use my imagination
35%
22%
2%
To play/socialise with other people online
51%
9%
9%
6%
0%
10%
20%
30%
40%
50%
60%
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
Q11 What is the main reason you play video games? Q12 What other reasons do you play video games for?
Page 67
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
Figure 68 Motivations for Playing Video Games by Gamer Commitment
I learn new things
Committed
Magpies
Loyalists
Dabblers
Marginals
Intermittant
To make good use of spare time
To play/socialise with other people online
To play/socialise with other people in person
To use my imagination
It's exciting
For the challenge of the game
When I'm bored/ to pass time
To relax/de-stress
It's fun
0% 5% 10% 15% 20% 25% 30% 35% 40%
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
Q11 What is the main reason you play video games? Q12 What other reasons do you play video games for?
Figure 69 Reasons for not Playing Video Games Amongst Non Gamers
30%
I don't have the time
35%
15%
I find video games boring
16%
11%
Video games are too expensive
11%
9%
9%
10%
9%
12%
9%
9%
7%
10%
9%
9%
5%
Video games are for children
I find video games too
complicated/difficult to play
Video games are too violent
0%
10%
43%
22%
24%
20%
17%
Female Other Reasons
Female Main Reason
Male Other Reasons
Male Main Reason
20%
30%
Base: All Non Gamers Spring 2010 aged 16-60 (1,599 video gamers weighted by age and sex)
NG1 What is the main reason why you don‟t play video games?
Page 68
39%
Copyright © Interactive Software Federation of Europe
40%
50%
Video Gamers in Europe Spring 2010
Figure 70 Motivations to Encourage Non Gamers to Play Video Games
36%
Being able to play games that stimulate my imagination/ make
me think
29%
30%
A game that can be played for short periods of time
25%
24%
24%
A game that doesn't take a lot of time to complete
25%
23%
If the cost of video games were lower
26%
A game that looks easy or fun
19%
Female
22%
A game that I can really pick up and play easily
17%
Being able to play games that keep me physically active
13%
14%
11%
Being able to play with friends other people
8%
10%
A game that gives me the chance to do things I cannot do in real
life
4%
4%
Being able to play with my children
0%
5%
10%
15%
20%
25%
Base: All Non Gamers Spring 2010 aged 16-60 (1,599 video gamers weighted by age and sex)
NG3 What would make you more interested in playing video games?
Page 69
Male
16%
Copyright © Interactive Software Federation of Europe
30%
35%
40%
Video Gamers in Europe Spring 2010
8.3 Video Games in the Family
 Gamers that spend the most time gaming (Committed and Loyalist) also spend the most time playing
games with their children (79% and 76%)
 Female Non Gaming Parents are the group least likely to buy their children‟s games; in contrast
Female Gamers are the group most likely to always buy their children‟s games
 Females are more likely to „always‟ monitor the games their child plays
 Whether parents are Gamers or Non Gamers, attitudes towards monitoring a child playing games is
near identical
 Approximately 80% of Parents monitor games played by 4-7 year olds, this drops as the age of the
child gets older; 50% (Gamer Parents) and 37% (Non Gaming Parents) monitor games played by
their children aged 16-17
 Gamer Parents are clearly more aware of the content that can appear in games and therefore are
more likely to monitor to an older age than Non Gaming parents
Figure 71 Proportion of Gaming Parents Who Play Games With Their Children – By Gamer Commitment
Index
80%
I play video games with my child
70%
60%
50%
40%
30%
20%
79%
76%
61%
58%
48%
48%
Intermittent
Marginals
58%
10%
0%
Dabblers
Loyalists
Magpies
Committed
All Gaming
Parents
Base: All Gamers who are also Parents, Spring 2010, aged 16-49 (2,253 gamers, weighted by age, sex, hours of play and gaming
spend)
Q30 Do you ever play video games with your child/ children?
Figure 72 Proportion of Occasions When Parents Buy their Children‟s Games – By Gender
100%
90%
80%
Never
31%
39%
Rarely
30%
45%
70%
60%
50%
40%
25%
26%
30%
20%
10%
0%
Most of the time
15%
18%
21%
15%
Always
26%
21%
15%
19%
10%
10%
5%
14%
10%
6%
Gamer Parent
Non Gamer Parent
Gamer Parent
Non Gamer Parent
Male
Sometimes
Female
Base: All Parents, Spring 2010, (Gaming Parents aged 16-49- 2,253, weighted by age, sex, hours of play and gaming spend) and
(Non Gaming parents aged 16+ 2,931 unweighted as no information exists on the age and sex profile of this group by region)
Q33/NG5 Thinking about your youngest child, do you buy this child‟s games?
Page 70
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
Figure 73 Proportion of Occasions Children are Present When their Parents Buy their Children‟s Games –
By Gender
100%
8%
12%
90%
80%
21%
70%
17%
40%
11%
30%
20%
6%
9%
16%
25%
14%
Never
Rarely
Sometimes
Most of the time
Always
Don"t buy Games for children
16%
22%
13%
11%
11%
39%
31%
10%
4%
8%
15%
60%
50%
7%
10%
45%
30%
0%
Gamer Parent
Non Gamer Parent
Gamer Parent
Male
Non Gamer Parent
Female
Base: All Parents, Spring 2010, (Gaming Parents aged 16-49- 2,253, weighted by age, sex, hours of play and gaming spend) and
(Non Gaming parents aged 16+ 2,931 unweighted as no information exists on the age and sex profile of this group by region)
Q34/NG6 When you buy games for your child is your child present?
Figure 74 Proportion of Occasions When Parents Monitor the Games Their Children are Playing – By
Gender
100%
14%
5%
14%
90%
80%
70%
14%
2%
8%
18%
10%
6%
11%
25%
17%
60%
21%
26%
50%
Never
Rarely
Sometimes
Most of the time
Always
16%
22%
40%
30%
52%
42%
20%
47%
33%
10%
0%
Gamer Parent
Non Gamer Parent
Gamer Parent
Male
Non Gamer Parent
Female
Base: All Parents, Spring 2010, (Gaming Parents aged 16-49- 2,253, weighted by age, sex, hours of play and gaming spend) and
(Non Gaming parents aged 16+ 2,931 unweighted as no information exists on the age and sex profile of this group by region)
Q35/NG7 Do you monitor what video games your children are playing?
Figure 75 Proportion of Occasions When Parents Monitor the Games Their Children are Playing – By Age
of Youngest Child
100%
90%
80%
70%
60%
50%
27%
2%
8%
15%
28%
3%
6%
11%
6%
2%
6%
25%
12%
5%
9%
18%
3%
3%
14%
5%
8%
18%
20%
48%
53%
10%
14%
36%
25%
12%
22%
24%
31%
61%
22%
9%
39%
40%
30%
5%
8%
18%
Never
Rarely
Sometimes
Most of the time
Always
21%
32%
29%
56%
42%
38%
10%
22%
29%
27%
21%
15%
0%
Gamer
Parent
Non Gamer
Parent
Child aged 0-3
Gamer
Parent
Non Gamer
Parent
Child aged 4-7
Gamer
Parent
Non Gamer
Parent
Child aged 8-12
Gamer
Parent
Non Gamer
Parent
Child aged 13-15
Gamer
Parent
Non Gamer
Parent
Child aged 16-17
Base: All Parents, Spring 2010, (Gaming Parents aged 16-49- 2,253, weighted by age, sex, hours of play and gaming spend) and
(Non Gaming parents aged 16+ 2,931 unweighted as no information exists on the age and sex profile of this group by region)
Q35/NG8 Do you monitor what video games your children are playing?
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Video Gamers in Europe Spring 2010
8.4 Video Gamers Broader Activities and Interests
 Generally there is little to distinguish between Gamers in their other Leisure interests
 Females are more likely to prefer shopping more, Males more likely to prefer sports and exercise
 More dedicated gamers are also more interested in other entertainment like the movies, or going out
for a dance or to a gig etc (though the differences are not large, they clearly disprove the view that
Committed Gamers as a group focus only on gaming)
 Differences are even not large by age; older Gamers are more likely to like museums/theatre etc,
eating out and shopping, younger gamers dancing and the movies
Figure 76 Leisure Activities Gamers Enjoy Most - Gamer Commitment Index
Chat or spend time with friends
Go out to eat
Go shopping or go out to shopping malls
Go out to a cafe, pub or bar
Play sports or exercise outdoors
Go to the movies
Play sports or exercise at a health centre
Committed
Loyalists
Magpies
Dabblers
Marginals
Intermittant
Go to a party or go out dancing
Go to a concert or a gig
Go to a museum, art gallery or the theatre
0%
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Figure 77 Leisure Activities Gamers Enjoy Most - Age
Go to a museum, art gallery or the theatre
Go to a concert or a gig
Play sports or exercise at a health centre
Play sports or exercise outdoors
40-49
Go to a party or go out dancing
30-39
Go out to eat
25-29
Go out to a cafe, pub or bar
16-19
20-24
Go to the movies
Go shopping or go out to shopping malls
Chat or spend time with friends
0%
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Base: All Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
Q36 If you had a few hours of spare time, what sort of leisure or entertainment-related activities do you usually do at least once a
month, place each activity according to your preferences – Things I do/ Things I don‟t do?
Q36a Please rank in order of preference, your three favourite activities.
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Video Gamers in Europe Spring 2010
8.5 Online Gaming
 16-19 year olds are most likely to play online (83% have played at least one type of online game in
the last 3 months)
 24% of Males are playing paid online games in comparison to 12% of Females
 PC gamers show the highest level of gaming activity by system user types
 Handheld gamers are the most active on paid for online games; this is likely due to multiple
ownership of different systems and using other systems like the PC to play paid for online games
 Puzzle games are the most popular type of online games for females and ages 40-49
Figure 78 Online Gaming Activity by Age, Gender and System
90%
80%
70%
83%
81%
73%
70%
83%
81%
71%
69%
67%
65%
69%
65%
68%
65%
77%
74%
73%
70%
66%
63%
77%
75%
60%
50%
40%
30% 24%
24%
20%
24%
22%
23%
22%
23%
15%
15%
12%
26%
10%
0%
Male
Female
16-19
20-24
25-29
Paid for Online Games
30-39
40-49
PC
Gamer
Free Online Games
Handheld
Gamer
Console
Gamer
Phone
Gamer
Any Online Games
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
Q14 What kind of online or WiFi games have you played in the last 3 months (if any)?
Figure 79 Online Gaming – Genre of Online Games played by Age, Gender and System
Male
31%
35%
Female
51%
48%
54%
54%
44%
16-19
61%
32%
20-24
52%
51%
29%
25-29
45%
29%
30-39
50%
48%
Handheld Gamer
48%
30%
0%
48%
27%
Phone Gamer
48%
29%
10%
20%
73%
45%
28%
Console Gamer
61%
38%
17%
PC Gamer
59%
63%
60%
38%
24%
40-49
75%
57%
18%
30%
40%
50%
60%
58%
59%
57%
57%
55%
59%
58%
60%
70%
Action/Sport/Strategy/Role Play
Puzzle/Board/Game Show/Trivia/Card
Mini Games/Shockwave/Flash/Browser Based
Massively Multiplayer Online Games
80%
Base: All Video Gamers who play online Spring 2010 aged 16-49 (4,748 video gamers weighted by age, sex, hours of play and
gaming spend)
Q15 What kind of games do you play online?
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Video Gamers in Europe Spring 2010
8.6 Awareness and Perceptions of PEGI
 Male Gamers (58%) are more aware of an age rating system for video games than Female Gamers
(51%)
 Awareness of an age rating system for video games decreases with age among Gamers but increases
among non gamers
 Awareness of the PEGI age rating system and recognition of the age labels is highest amongst
Gamers aged 16-19 (38% and 86%)
 Awareness of the PEGI age rating system is higher among Male Gamers (31%) than Female Gamers
(21%)
 Close to 50% of Non Gaming Parents aged 20-29 find the age rating system extremely useful
 Very few find the age rating system “not useful at all”, however more Gamers find it not useful, than
Non Gaming Parents
Figure 80 Awareness of any Age Rating System for Video Games by Gamers/Non Gaming Parents, Age
and Gender
70%
60%
62%
58%
48%
50%
51%
57%
48%
55%
41%
45%
50%
53%
44%
50%
50%
40%
30%
20%
Not
asked
10%
0%
Gamers
Non
Gamers
Non
Gamers
Non
Gamers
Non
Gamers
Non
Gamers
Non
Gamers
Non
Gamers
Non
Gaming
Gaming
Gaming
Gaming
Gaming
Gaming
Gaming
Gaming
Parents
Parents
Parents
Parents
Parents
Parents
Parents
Parents
Male
Female
16-19
20-24
25-29
30-39
40-49
50+
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend) and
(Non Gaming parents aged 16+ 2,931 unweighted as no information exists on the age and sex profile of this group by region)
Q38/NG8 As I am sure you know, DVDs and videos have age ratings applied to them. Are you aware of or have you heard of a
European age ratings system for video games?
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Video Gamers in Europe Spring 2010
Figure 81 Recognition of the PEGI Age Rating Symbols by Gamers/Non Gaming Parents, Age and Gender
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
86%
76%
80%
73%
70%
62%
57%
53%
Gamers
78%
64%
55%
56%
54%
54%
Non
Gamers
Non
Gamers
Non
Gamers
Non
Gamers
Non
Gamers
Non
Gamers
Non
Gamers
Non
Gaming
Gaming
Gaming
Gaming
Gaming
Gaming
Gaming
Gaming
Parents
Parents
Parents
Parents
Parents
Parents
Parents
Parents
Male
Female
16-19
20-24
25-29
30-39
40-49
50+
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend) and
(Non Gaming parents aged 16+ 2,931 unweighted as no information exists on the age and sex profile of this group by region)
Q40/NG10 Are you aware or have you ever seen the following symbols on games or games boxes?
Figure 82 The Usefulness of the Age Rating Symbols among those Who Recognise Them
100%
80%
60%
3%
10%
11%
15%
4%
14%
3%
6%
22%
24%
11%
14%
20%
21%
32%
31%
37%
40%
25%
20%
32%
22%
Non
Gaming
Parents
Gamers
37%
0%
Gamers
Male
11%
22%
29%
26%
18%
33%
29%
0%
17%
Non
Gaming
Parents
23%
22%
12%
15%
Gamers
Female
Extremely useful
Non
Gaming
Parents
Gamers
16-19
50%
9%
0%
4%
14%
22%
32%
25%
24%
Gamers
20-24
Very useful
32%
23%
Non
Gaming
Parents
5%
7%
3%
10%
4%
10%
30%
27%
28%
32%
33%
35%
27%
27%
23%
Gamers
Non
Gaming
Parents
36%
49%
25-29
Quite useful
4%
5%
16%
29%
21%
Non
Gaming
Parents
4%
12%
Gamers
40%
Non
Gaming
Parents
30-39
Not very useful
40-49
Gamers
Non
Gaming
Parents
50+
Not at all useful
Base: All Video Gamers Spring 2010 aged 16-49 who recognise the PEGI Age symbols (5,429 video gamers weighted by age, sex,
hours of play and gaming spend) and (Non Gaming parents aged 16+ who recognise the PEGI Age 1,612 unweighted as no
information exists on the age and sex profile of this group by region)
Q41/NG11 To what degree would you say that these symbols are useful in deciding whether to buy a video game?
Page 75
Copyright © Interactive Software Federation of Europe
Video Gamers in Europe Spring 2010
 Awareness of the violence is highest amongst both Males and Females
 Both Gaming and Non Gaming Parents are most aware of the symbol for sex
Figure 83 Awareness of PEGI Symbols by Gamers/Non Gaming Parents and Gender
48%
50%
42%
40% 37%
32%
32%
30%
20%
39%
37%
16% 18%
29%
25%
28%
28%
25%
24%
41%
37%
39%
34%
34%
22%
21% 19%
19%
16% 16%
31%
30%
27%
26%
25%
24%
22%23%
12% 12%
10%
0%
Language
Fear
Drugs
Male Gamers
Violence
Female Gamers
Gambling
Discrimination
Male Non gaming Parents
Sex
Online
Nudity
Female Non gaming Parents
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend) and
(Non Gaming parents aged 16+ 2,931 unweighted as no information exists on the age and sex profile of this group by region)
Q47/NG14 Are you aware, or have you ever seen the following symbols?
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Video Gamers in Europe Spring 2010
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Video Gamers in Europe Spring 2010
9 Section 9: Demographic Info
Page 78
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Video Gamers in Europe Spring 2010
Figure 84 Profiling Gamers: Income
60%
50%
40%
30%
20%
10%
0%
UK
France
Germany
Below Average
Italy
Spain/
Portugal
Average
Rest of
Western
Europe
Nordic
Region
North
Eastern
Europe
Above Average
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
Q51 In which of the following brackets does your annual household income (before taxes) fall? Average calculated for each country
Figure 85 Profiling Gamers: Education
35%
30%
25%
20%
15%
10%
5%
0%
UK
France
Germany
Italy
Have not completed school/still in school
School qualification
Uncompleted university education
Post graduate study
Spain/
Portugal
Rest of
Nordic
Western
Region
Europe
Left school with no qualifications
Advanced school qualification
Graduate
Prefer not to say
North
Eastern
Europe
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
Q52 What was the last level of education you completed?
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Video Gamers in Europe Spring 2010
Figure 86 Profiling Gamers: Occupation
35%
30%
25%
20%
15%
10%
5%
0%
UK
France
Students (full time/part time)
Administrative/public workers
Unemployed
Management
Freelance
Housewife (part time employed)
Germany
Italy
Spain/
Portugal
Rest of
Western
Europe
Nordic
Region
North
Eastern
Europe
Specialist/technician (lawyer, nurse, doctor, pharmacist)
Services (trading, bank, insurance)
Sales related
Entrepreneur
Housewife (not employed)
Other
Base: All Video Gamers Spring 2010 aged 16-49 (6,629 video gamers weighted by age, sex, hours of play and gaming spend)
Q53 What is your current occupation?
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