Video Game Segmentation q3 2011 Interpret

Video Game Segmentation Report

New Media Measure™ Q3 2011

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Gamers are a diverse bunch, and we at Interpret wanted to make it easier for our clients to understand the differences between the types of gamers. We took our New Media Measure™ data and created a segmentation based on a number of variables, from genre preference to gaming behaviors. This report illustrates the differences in these groups and shows how they consume other media, and it is but a small sample of how the data can be used. With a subscription to New Media Measure™, these segments can be run against any question in our data set, from Social Media behaviors to Mobile devices to Home Entertainment consumption and more. In case you missed it, we also have ran a Social Media Segmentation late last year, and you can download that report here. For more information, please contact Alex Place at [email protected].

Video Game Segmentation

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Video Game Segmentation Sizing

32%

12%

10% 10%

8%

8%

6%

5% 5% 4% Casual

FPS/AA on 360/PS3

MMO/RPG/RTS

Sports/Wrestling/Racing

Arcade/Cartoon/Wii

Wii/Exercise/Sports

Sims/Fashion/Wii/Music

Fishing/Hunting/Flight/FPS

AA/Horror/Fighting

Education and Activity Centers

3 Source: Interpret New Media Measure, Q3 2011

Casual Gamers

Video Game Attitudes:

• Soloists–Prefer playing games by

themselves, even when played online.

• Games as status symbols-Feel that the type

of games you play says something about who

you are.

• Virtual Explorers– Favorite part of a game is

exploring new areas and finding secrets

buried in the game.

• “Ville” Creation-Customization of character

and content are very important.

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Gameplay • Gaming Consoles Owned: PC-35% Wii-28% PS2-15% • HDTV Connected System: 31% • Online Gaming System: 73% • Median Age: 46.0 • Male: 36% Female: 64%

Gaming Behavior • Hours played:

5.57 hrs/wk video gaming 3.43 hrs/wk offline gaming 2.14 hrs/wk online gaming 5.04 hrs/wk casual gaming

Game Genres Played Casual Games: 57% Arcade Games: 8% Exercise Games: 3% Game Purchases (past 3 months) .47 game purchases .36 full game downloads

Source: Interpret New Media Measure, Q3 2011

Segment Summary:

• Console Dispersion- Ownership of most-owned console is the lowest among all segments, indicating parity across systems.

• Non-Buyers-Are the most infrequent purchasers of games.

• Low-Mileage Gamers-Spend little time (2nd lowest overall) and don’t play games outside the “casual genre.”

• Old, New Generation-The oldest segment (and largest) segment are partaking in games that weren’t around 10 years ago.

First-Person Shooter/Action Adventure on Xbox 360/PS3

Video Game Attitudes: • Virtual Explorers– Favorite part of a game is

exploring new areas and finding secrets buried in the game.

• Challenge Seekers-The more difficult the game, the better.

• Character Creation-Customization of character and content are very important.

• High-Energy Competition– Love competing against other people online.


Gameplay • Gaming Consoles Owned: 360-53% PS3-35% Wii-31% • HDTV Connected System: 63% • Online Gaming System: 97% • Are Casual Gamers: 61% • Median Age: 25.0 • Male: 80% Female: 20%



Game Genres Played First-Person Shooter: 74% Action Adventure: 38% Tactical Squad-based Shooter: 31% Game Purchases (past 3 months) 1.69 game purchases .64 full game downloads

Segment Summary: • FPS/AA skews young-Tied as the youngest

segment with a median age of 25 years old. • Active Gamers-Among the most active gamers

with the third highest time spent both gaming online and offline.

• Non-Casual-Though claiming the third highest percentage of casual gamers, they spend the least amount of time playing casual games.

• Game Replayers-Do not purchase as many games as other segments (6th overall) which may be result of lower disposable income due to younger age.



• Character Creation-Customization of character and content are

very important. • Soloists–Prefer playing games by themselves even when played online. • Story Enthusiasts-Plot and cinematics/cutscenes are the most important part of the game.

Massively Multiplayer/Role Playing/Real Time Strategy


Gameplay • Gaming Consoles Owned: PC-57% Wii-35% PS2-33% • HDTV Connected System: 49% • Online Gaming System: 93% • Are Casual Gamers: 77% • Median Age: 31.0 • Male: 69% Female: 31%



Game Genres Played RPG: 58% Strategy: 56% Free-to-play MMO: 39% Game Purchases (past 3 months) 1.71 game purchases 1.23 full game downloads

Segment Summary: • PC Gaming-Prefer PC gaming to current

generation high definition consoles by a wide margin.

• Hardcore Gamers-Play more than 11 hours of games per week on average (2nd overall).

• Online Emphasis-Spend the most time online playing games of all segments.

• Between Raid Gamers-spend nearly as much time per week casual gaming as the casual game segment (potentially due to large “down times” in MMOs).

Sports/Wrestling/Racing


Gameplay • Gaming Consoles Owned: Wii-38% PS3-36% 360-33% • HDTV Connected System: 63% • Online Gaming System: 95% • Are Casual Gamers: 65% • Median Age: 30.0 • Male: 82% Female: 18%



Game Genres Played Traditional Sports Games: 58% Sports Racing Games: 56% Fighting Games: 35% Wrestling Games: 30% Game Purchases (past 3 months) 1.23 game purchases .52 full game downloads

Video Game Attitudes: • Soloists–Prefer playing games by themselves,

even when played online.

• Athlete Creation-Customization of character and content are very important.


• Status Symbols-The type of games you play says something about who you are.

Segment Summary: • Console Owners-Ownership is close to even

across all three current generation consoles. • Infrequent Male Gamers-Of all male-

dominated segments (male>60%), they spend the least amount of time gaming per week.

• HD Gamers-Are the third most likely segment to have their gaming consoles hooked up to an HDTV.

• Franchise Mode-Annual titles, enjoyment of player creation features, and low purchase rates means they get value from franchise/create-a-pro modes.

Arcade/Cartoon/Wii


Gameplay • Gaming Consoles Owned: Wii-56% PC-46% 360-21% • HDTV Connected System: 54% • Online Gaming System: 92% • Are Casual Gamers: 82% • Median Age: 37.0 • Male: 36% Female: 64%



Game Genres Played Arcade Games: 82% Casual Games: 54% Platform Games: 38% Party Games: 35% Game Purchases (past 3 months) .94 game purchases .44 full game downloads

Video Game Attitudes: • Soloists–Prefer playing games by


• Virtual Explorers– Favorite part of a game is exploring new areas and finding secrets buried in the game.

• Status Symbols-The type of games you play say something about who you are. • Story Enthusiasts-Plot and

cinematics/cutscenes are the most important part of the game.

Segment Summary: • Throwback Gamers–The oldest median age

of all traditional gaming segments relish the golden age of arcade gaming, with only casual gaming being older.

• Light Volume-Ranks in bottom three in time spent gaming and games purchased.

• Casual Involvement-Have the third highest rate of casual gaming incidence and second highest as a genre played, but time spent is among the lowest (7th overall).

• Wii-Friendly-Wii ownership among segment is one of highest rates of ownership across all segments.

Wii/Exercise/Sports


Gameplay • Gaming Consoles Owned: Wii-81% DS-28% PC-28% • HDTV Connected System: 69% • Online Gaming System: 97% • Are Casual Gamers: 64% • Median Age: 32.0 • Male: 24% Female: 76%



Game Genres Played Exercise Games: 69% Music/Rhythm/Singing Games: 52% Party Games: 39% Game Purchases (past 3 months) .96 game purchases .32 full game downloads

Video Game Attitudes: • Soloists–Prefer playing games by themselves,

even when played online. • Status Symbols-The type of games you play say something about who you are. • Workout Creation-Customization of character and content are

very important. • Entertainment Evangelist-Likes to share information about the games they play with others online.

Segment Summary: • Wii-Warrior–The vast majority own a Wii and

no other current generation console. • Wii-Beneficiary-Top genres played are ones

with games for which the Wii has been consistently excellent.

• Light Gamers—Spend the least amount of time per week gaming across all segments, and purchase the least amount of games across traditional gaming segments.

• Wii’s New Reach-Example of new gamer demographic and play style that Wii reached that had previously been unaccounted for.

Sims/Fashion/Wii/Music


Gameplay • Gaming Consoles Owned: PC-46% Wii-44% DS-27% • HDTV Connected System: 48% • Online Gaming System: 90% • Are Casual Gamers: 64% • Median Age: 27.0 • Male: 23% Female: 77%



Game Genres Played Life Simulation: 74% Casual Games: 56% Virtual World Games: 40% Game Purchases (past 3 months) 1.58 game purchases .87 full game downloads

Video Game Attitudes: • Set list Creation-Customization of character and content are very important. • Status Symbols-The type of games you play say something about who you are. • Story Enthusiasts-Plot and

cinematics/cutscenes are the most important part of the game. • Entertainment Evangelist-Likes to share information about the games they play with others online.

Segment Summary: • Young Female Appeal–Of all segments

skewing female, this segment has youngest median age.

• Standard Def Gamers-Among the lowest incidence of HD gamers, due to high PC gaming and Wii/DS ownership.

• Heavy Female Skew-Owns the highest skew towards female of all segments.

• Involved Gamers-Play the most hours/week by nearly two hours vs. other female skews.

Action-Adventure/Horror/Fighting


Gameplay • Gaming Consoles Owned: PC-60% 360-55% Wii-53% • HDTV Connected System: 69% • Online Gaming System: 99% • Are Casual Gamers: 51% • Median Age: 25.0 • Male: 69% Female: 31%



Game Genres Played Action Adventure Games:83% Survival Horror Games: 78% Fighting Games: 77% Game Purchases (past 3 months) 3.11 game purchases 1.58 full game downloads




• Mission Control-Customization of character and content are very important. • Story Enthusiasts-Plot and

cinematics/cutscenes are the most important part of the game.

Segment Summary: • Major Gamers– Spend the most time playing games (nearly 13 hours!) per week of any

segment. • Big Time Buyers-Are the most frequent

buyers of video games, as they average nearly 5 games purchased as a group in past quarter.

• Young Gamers-Are tied for the youngest median age (25 years) of any segment.

• Massive Online Play-99% of gamers in this segment have a console hooked up to the internet.

Fishing/Hunting/Flight/First-Person Shooter





Game Genres Played Fishing/Hunting Games: 58% Sports Racing Games: 54% First-Person Shooter Games: 50% Flight Simulator Games:48% Game Purchases (past 3 months) 2.01 game purchases 1.05 full game downloads




• Mission Control-Customization of character and content are very important.

• Soloists-–Prefer playing games by themselves, even when played online.

Segment Summary: • Motion Control—Wii’s motion controls for

hunting/fishing games make it highest owned in segment.

• Big Game (Buyers)-Among all male skewing segments, this segment makes the second most game purchases.

• Grown-up Gamers-Have the oldest median age (33 years old) among male skewing segments.

• FPS Diversion-Enjoy popular FPS and sports racing games, in addition to being fans of simulation

genre games.

Education and Activity Centers

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Game Genres Played Educational Games: 78% Casual Games: 56% Activity Centers: 51% Game Purchases (past 3 months) 2.27 game purchases 1.31 full game downloads

Video Game Attitudes: • Soloists-–Prefer playing games by


• Virtual Explorers– Favorite part of a game is exploring new areas and finding secrets buried in the game.

• Challenge Seekers-The more

difficult the game, the better. • Status Symbols-The type of games you play say something about who you are.

Segment Summary: • Parents–Have a much higher likelihood to be

parents than any other segment. • Personal Enrichment-Play games that provide

educational value and purchase such games frequently.

• Casual Gamers-The most frequent casual game players outside of the Casual game segment and spend more time on average per week playing casual games.

• Frequent Players-For niche segment, Education and Activity Center gamers spend the 4th most amount of time per week gaming.


DEMOGRAPHICS

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Demographics

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Casual FPS/AA MMO/

RPG/RTS

Sports/ Wrestling/Racing

Arcade/ Cartoon/

Wii

Wii/ Exercise/

Sports

Sims/ Fashion/

Wii/ Music

AA/ Horror/ Fighting

Fishing/ Hunting/

Flight/ FPS

EducationActivity Centers

Males 36% 80% 69% 82% 36% 24% 23% 69% 81% 40% 12-17 3% 17% 8% 15% 5% 4% 4% 13% 12% 7% 18-34 8% 38% 33% 35% 9% 9% 11% 41% 31% 19% 35-54 15% 22% 23% 29% 19% 11% 9% 15% 32% 13%

55+ 10% 6% 3% 4% 4% 1% <1% 1% 6% 1% Females 64% 20% 31% 18% 64% 76% 77% 31% 19% 60%

12-17 5% 4% 5% 3% 7% 14% 19% 7% 4% 8% 18-34 14% 11% 13% 8% 23% 30% 37% 17% 7% 23% 35-54 28% 5% 11% 6% 24% 28% 18% 7% 7% 27%

55+ 17% <1% 3% 1% 9% 5% 3% <1% 2% 2%

Parent 26% 28% 28% 35% 35% 41% 34% 29% 37% 60%

Non-Parent 74% 72% 72% 65% 65% 59% 66% 71% 63% 40%

White 66% 64% 71% 55% 66% 62% 61% 58% 70% 52% Black 13% 9% 7% 22% 11% 10% 15% 13% 10% 13%

Hispanic 15% 18% 11% 16% 16% 21% 16% 19% 13% 21%

Other 5% 8% 10% 7% 7% 6% 7% 8% 7% 13%


The Casual gaming segment, as well as those with Wii-leaning genres, tend to be more female than male.

Demographics

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Casual FPS/AA MMO/

RPG/RTS


Arcade/ Cartoon/

Wii

Wii/ Exercise/

Sports

Sims/ Fashion/

Wii/ Music


Fishing/ Hunting/

Flight/ FPS


High School Grad

25% 25% 23% 24% 19% 20% 22% 28% 30% 20%

4- Year College Grad

16% 13% 16% 17% 18% 18% 14% 9% 15% 24%

Post-Graduate

12% 9% 12% 10% 9% 15% 12% 10% 9% 18%

Single 26% 41% 42% 39% 27% 24% 34% 47% 32% 24%

Engaged/ Married

44% 30% 32% 34% 45% 45% 34% 29% 40% 51%

Separated/ Divorced/ Widowed

21% 7% 12% 8% 15% 12% 8% 5% 11% 9%

Median Age 46.0 25.0 31.0 30.0 37.0 32.0 27.0 25.0 33.0 33.0


Casual gamers are much older on average (46) than any of the other segments, while the “hard-core” groups such as FPS/AA and AA/Horror/Fighting are in their mid 20s.

OTHER ATTITUDES AND BEHAVIORS

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Device Ownership

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Casual FPS/AA MMO/

RPG/RTS


Arcade/ Cartoon/

Wii

Wii/ Exercise/

Sports

Sims/ Fashion/

Wii/ Music


Fishing/ Hunting/

Flight/ FPS


Blu-ray Player 18% 24% 18% 25% 24% 27% 22% 29% 26% 34% Smartphone 29% 43% 31% 36% 42% 44% 41% 46% 42% 46%

Desktop Computer

73% 65% 76% 69% 76% 72% 71% 69% 72% 75%

E-reader 13% 13% 16% 15% 14% 20% 19% 18% 16% 27% Handheld

Gaming Device

23% 43% 41% 39% 47% 47% 45% 62% 41% 49%

Laptop Computer

64% 69% 66% 66% 70% 78% 71% 73% 69% 72%

Tablet Computer

11% 16% 12% 14% 13% 12% 16% 13% 14% 28%


Casual segment ownership of nearly all tech products are significantly lower compared to other segments, while the other heavily skewing female segments (Exercise/Sports and Fashion/Music/Sims) show strong ownership of both smartphones and e-readers. AA/Horror/Fighting show very high levels of handheld gaming devices, though they could be at risk for smartphone defection if more of those game genres are made for smartphones.

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Average Monthly Internet Purchases

2.00

2.72 2.78

2.28

2.91 2.64

2.79

3.45

2.93

4.14

Casual FPS/AA MMO/ RPG/ RTS/

Sports/ Wrestling/

Racing

Arcade/ Cartoon/

Wii

Wii/ Exercise/

Sports

Sims/ Fashion/

Wii/ Music


Fishing/ Hunting/

Flight/ FPS

Education/ Activity Centers


Though a small group, the Education/Activity Centers segment are an attractive one to Internet retailers – they make more purchases than any other group. The biggest group by far, Casuals make the fewest.

Media Usage…Hours Per Week


Casual FPS/AA MMO/

RPG/RTS


Arcade/ Cartoon/

Wii

Wii/ Exercise/

Sports

Sims/ Fashion/

Wii/ Music


Fishing/ Hunting/

Flight/ FPS

Educa-tion

Activity Centers

Watching TV on Cable/

Satellite 17.54 12.53 14.07 15.43 16.98 14.81 14.19 13.58 15.30 13.99

Playing Video /Casual Games

5.79

4.89

8.80

2.45

11.20

4.84

7.35

2.70

6.13

3.90

4.48

2.50

8.04

5.56

12.50

3.99

8.08

4.24

8.33

4.93

Listening to Music

5.84 8.69 7.88 7.75 7.98 7.78 9.86 10.90 9.34 9.63

Social Networking

Activities 4.96 4.56 5.33 4.75 5.26 5.48 7.30 5.53 4.35 5.42

Watching TV/Movies on

Internet 1.80 3.26 3.67 2.58 2.98 2.33 3.93 5.13 3.69 3.95

Casual and Arcade/Cartoon watch significantly more TV than the other segments, though Casuals do not interact with other media as much. The MMO/RPG/RTS and AA/Horror/Fighting segments spend the most time gaming by far, though it does not affect their time with other media – they also spend a lot of time with music, social networking and watching videos on the Internet.

Overall Game Console Ownership


Casual FPS/AA MMO/

RPG/RTS


Arcade/ Cartoon/

Wii

Wii/ Exercise/

Sports

Sims/ Fashion/

Wii/ Music


Fishing/ Hunting/

Flight/ FPS

Educa-tion

Activity Centers

Nintendo Wii 28% 31% 35% 38% 56% 81% 44% 53% 43% 54%

Personal Computer

35% 30% 58% 32% 46% 27% 46% 60% 43% 38%

Xbox 360 13% 53% 32% 33% 21% 26% 27% 55% 36% 34%

Playstation 2 15% 28% 33% 33% 26% 23% 27% 52% 33% 28%

Playstation 3 12% 35% 26% 36% 17% 18% 19% 46% 28% 24%

Nintendo DS 13% 17% 22% 15% 27% 28% 27% 39% 19% 25%

Mobile phone for gaming

14% 16% 20% 18% 27% 19% 25% 31% 19% 24%

Nintendo 3DS 2% 4% 3% 4% 3% 3% 6% 10% 6% 11%

The MMO/RPG/RTS and AA/Horror/Fighting segments are the most likely to own 360s and PCs.

Online Console Use Among Internet Connected Wii/Xbox 360/Playstation 3 Owners


14%

22% 19%

24%

19% 17%

37%

29% 29%

33%

1% 3% 4% 4% 3% 3%

12%

6% 9%

16%

26%

37%

42%

31%

37% 40% 41%

50%

39%

47%

3%

7% 8% 7%

1% 4%

16% 16%

7%

16%

Facebook

Twitter*

Netflix

Hulu Plus#

Casual FPS/AA MMO/ RPG/ RTS/

Sports/ Wrestling/

Racing

Arcade/ Cartoon/

Wii

Wii/ Exercise/

Sports

Sims/ Fashion/

Wii/ Music


Fishing/ Hunting/

Flight/ FPS

Education/ Activity Centers

Sims/Fashion/Music spend the most time social networking and unsurprisingly have the highest incidence of using Facebook, and second-highest of Twitter through game consoles. AA/Horror/Fighting spend the most time watching movies/TV through the internet and are the biggest users of both Hulu Plus and Netflix streaming.

*Only among 360 and Wii owners #Only among 360 and PS3 owners

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[email protected] p: 310-255-0590 ext. 346

www.interpretllc.com

Contact for more information

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Video Game Segmentation q3 2011 Interpret

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