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2008
 SALES, DEMOGRAPHIC AND USAGE DATA




ESSENTIAL
  FACTS
  ABOUT THE COMPUTER
    AND VIDEO GAME
       INDUSTRY
© 2008 Entertainment Software Association
WHAT’S INSIDE?
Who Plays What?
Who Plays Computer and Video Games? . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
Who Buys Computer and Video Games? . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
How Long Have Gamers Been Playing? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
2007 Computer and Video Game Sales by Rating . . . . . . . . . . . . . . . . . . . . . 4
What Were the Top-Selling Game Genres in 2007? . . . . . . . . . . . . . . . . . . . . 5
What Were the Top-Selling Games of 2007? . . . . . . . . . . . . . . . . . . . . . . . . . 6
Parents and Games . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Parents Play Games. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Who Plays What? Online and Wireless Games
How Many Gamers Play Games Online?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Who Plays Games Online? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
What is the One Type of Online Game Played Most Often?. . . . . . . . . . . . . . . 9
How Many Americans Play Games on Wireless Devices? . . . . . . . . . . . . . . . . 9

What’s the Bottom Line? Sales Data
Recent Sales Information (2006 and 2007). . . . . . . . . . . . . . . . . . . . . . . . . 10
Historical Sales Information (1996–2007) . . . . . . . . . . . . . . . . . . . . . . . . . 11
How Many Americans Plan to Buy Games in 2008?. . . . . . . . . . . . . . . . . . . 11

Who Are We?
About the ESA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
ESA Members. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Other Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13


ALL DATA IN THIS DOCUMENT IS FROM THE ESA’S 2008 CONSUMER SURVEY UNLESS OTHERWISE NOTED.
The Entertainment Software Association (ESA) released its 2008 Essential Facts About the Computer
and Video Game Industry in July 2008. The data included in 2008 Essential Facts was gathered in an
annual study conducted by Ipsos-MediaCT for the ESA. The study is the most in-depth and targeted
survey of its kind, gathering data from over 1,200 nationally representative households that have
been identified as owning either or both a video game console or a personal computer used to run
entertainment software.

                                                      1
WHO PLAYS WHAT?

         Who PLAYS Computer and Video Games?

                            65%
                       of American households
                    play computer or video games.



                   The average game player age is:

                               35
                            25%

                                                     25% under 18 years
          AGE                             49%
                                                     49% 18–49 years
OF GAME PLAYERS          26%                         26% 50+ years




                               In 2008,

                             26%
                  of gamers were over the age of 50.




                                  2
WHO PLAYS?

                        40%
                       female
    GENDER
OF GAME PLAYERS                     60%
                                    male




     WOMEN age 18 or older represent a significantly
   greater portion of the game-playing population (33%)
            than boys age 17 or younger (18%).


          Who BUYS Computer and Video Games?
                  The average age of the most
                  frequent game purchaser is:

                             40
          How Long Have Gamers Been Playing?


                             13
           is the average number of years adult gamers
           have been playing computer or video games.


     Among most frequent gamers, adult males average
      15 years for game playing, females for 12 years.
                                3
WHO PLAYS?


                                  59%
       of gamers play games with other gamers in person.
      This is a rise from 56% in 2007 and from 51% in 2006.




                                  38%
         of homes in America have a video game console.




  2007 Computer and Video Game Sales by Rating
                                        BY UNITS SOLD


100
 90
 80
 70
 60          45%
 50
 40                                                 28%
 30                                                                      15%
 20                             12%
 10
  0
         EVERYONE (E) EVERYONE 10+ (E10+)         TEEN (T)           MATURE (M)

                       Source: The NPD Group / Retail Tracking Service




                                             4
WHO PLAYS WHAT?

  BEST-SELLING VIDEO                GAME SUPER GENRES BY UNITS SOLD, 2007
                                                                                 2.3%   Other Games/Compilations
  4.7% Strategy
                                                                                 1.0%   Children’s Entertainment
  4.3% Adventure
                                                                                 0.5%   Arcade
  4.5% Fighting
                                                                                 0.7%   Flight

                                                                                    22.3% Action
  17.6% Family
        Entertainment




  7.6% Role Playing                                                                 14.1% Sport Games

  12.1% Shooter                                                                     8.3% Racing



                               Source: The NPD Group / Retail Tracking Service




BEST-SELLING COMPUTER                   GAME SUPER GENRES BY UNITS SOLD, 2007
                                                                          2.2% Flight
  3.0%   Other Games/Compilations                                         1.5% Racing
  2.6%   Action                                                           0.9% Arcade
  2.5%   Sport Games
  3.5%   Children’s Entertainment

  5.0% Adventure                                                                    33.9% Strategy


  11.6% Shooter



  14.3% Family Entertainment                                                        18.8% Role Playing




                               Source: The NPD Group / Retail Tracking Service




                                                     5
WHO PLAYS WHAT?
             TOP 20 SELLING VIDEO                    GAMES OF 2007 BY UNITS SOLD
 RANK       TITLE                                                                      PLATFORM    RATING
    1       HALO 3*                                              Xbox 360                          MATURE
    2       WII PLAY WITH REMOTE                                    Wii                           EVERYONE
    3       CALL OF DUTY 4: MODERN WARFARE*                      Xbox 360                          MATURE
    4       GUITAR HERO III: LEGENDS OF ROCK*                  PlayStation 2                        TEEN
    5       SUPER MARIO GALAXY                                      Wii                           EVERYONE
    6       POKEMON DIAMOND VERSION                            Nintendo DS                        EVERYONE
    7       MADDEN NFL 08                                      PlayStation 2                      EVERYONE
    8       GUITAR HERO 2*                                     PlayStation 2                        TEEN
    9       ASSASSIN'S CREED*                                    Xbox 360                          MATURE
   10       MARIO PARTY 8                                           Wii                           EVERYONE
   11       POKEMON PEARL VERSION                              Nintendo DS                        EVERYONE
   12       MADDEN NFL 08                                        Xbox 360                         EVERYONE
   13       GUITAR HERO 2*                                       Xbox 360                           TEEN
   14       GUITAR HERO III: LEGENDS OF ROCK*                    Xbox 360                           TEEN
   15       NEW SUPER MARIO BROS                               Nintendo DS                        EVERYONE
   16       BRAIN AGE 2: MORE TRAINING IN MINUTES A DAY        Nintendo DS                        EVERYONE
   17       GUITAR HERO III: LEGENDS OF ROCK WITH WIRELESS GUITAR Wii                               TEEN
   18       GOD OF WAR II                                      PlayStation 2                       MATURE
   19       LEGEND OF ZELDA: PHANTOM HOURGLASS                 Nintendo DS                        EVERYONE
   20       MARIO KART                                         Nintendo DS                        EVERYONE
*Includes Collector's, Limited, Legendary, Bundles (Guitar) Editions
                                     Source: The NPD Group / Retail Tracking Service


        TOP 20 SELLING COMPUTER GAMES OF 2007 BY UNITS SOLD
 RANK        TITLE                                                                                 RATING
    1        WORLD OF WARCRAFT: BURNING CRUSADE EXPANSION PACK                                      TEEN
    2        WORLD OF WARCRAFT                                                                      TEEN
    3        THE SIMS 2 SEASONS EXPANSION PACK                                                      TEEN
    4        CALL OF DUTY 4: MODERN WARFARE                                                        MATURE
    5        SIM CITY 4 DELUXE                                                                    EVERYONE
    6        THE SIMS 2                                                                             TEEN
    7        COMMAND & CONQUER 3: TIBERIUM WARS                                                     TEEN
    8        THE SIMS 2 BON VOYAGE EXPANSION PACK                                                   TEEN
    9        MS AGE OF EMPIRES III                                                                  TEEN
   10        THE SIMS 2 PETS EXPANSION PACK                                                         TEEN
   11        THE ORANGE BOX                                                                        MATURE
   12        WARCRAFT III BATTLE CHEST                                                              TEEN
   13        STARCRAFT: BATTLE CHEST                                                               MATURE
   14        BATTLEFIELD 2142                                                                       TEEN
   15        THE SIMS 2 DELUXE                                                                      TEEN
   16        HALO: COMBAT EVOLVED                                                                  MATURE
   17        THE SIMS 2 UNIVERSITY EXPANSION PACK                                                   TEEN
   18        THE SIMS 2 H&M FASHION STUFF EXPANSION PACK                                            TEEN
   19        BIOSHOCK                                                                              MATURE
   20        LORD OF THE RINGS ONLINE: SHADOWS OF ANGMAR                                            TEEN

                                     Source: The NPD Group / Retail Tracking Service

                                                           6
WHO PLAYS WHAT?
          PARENTS* AND GAMES

                          94%
          of the time parents are present at the
          time games are purchased or rented.



                          63%
         of parents believe games are a positive
               part of their children’s lives.



                          83%
        of the time children receive their parents’
             permission before purchasing or
                     renting a game.

   Parents report always or sometimes monitoring the
      games their children play 88% of the time.
             *Parents with kids under 18 who also own a game
               console and/or computer used to play games.




     The Top Four Reasons Parents Play
      Video Games With Their Children:
          It’s Fun For The Entire Family              72%
            Because They’re Asked To               71%
It’s A Good Opportunity To Socialize With The Child            66%
It’s A Good Opportunity To Monitor Game Content                50%

                                   7
WHO PLAYS?

           Do Parents Control What Their Kids Play?



                                75%
 of parents believe that the parental controls available in all new video
game consoles are useful. Further, parents impose time usage limits on
        video games more than any other form of entertainment:



                                80%
                    of parents place time limits on
                         video game playing.



                                72%
                    of parents place time limits on
                           Internet usage.


                                71%
                    of parents place time limits on
                          television viewing.



                                65%
                    of parents place time limits on
                            movie viewing.




                        Source: Peter D. Hart Research Associates


                                           8
WHO PLAYS WHAT?
                 ONLINE AND WIRELESS GAMES
                             Who Plays Games Online?

                 56%
                 of online game
                                                      44%
                                                     of online game
                players are male.                  players are female.



      22% of most frequent game players say they pay to play
          online games. This is an increase from 19% in 2007
               and a marked increase from 8% in 2004.


      What is the One Type of Online Game Played Most Often?
12%     Other

11%     Persistent
        Multi-Player Universe


14%     Downloadable                                         47%   Puzzle/Board/Game
        Games Such as                                              Show/Trivia/Card
        Bejeweled and
        Diner Dash


16%     Action/Sports/
        Strategy/Role-Play



       How Many Americans Play Games on Wireless Devices?

                                    36%
                        of heads of households report they play
                          games on wireless devices such as a
                        cell phone or PDA, up from 20% in 2002.
                                          9
WHAT’S THE BOTTOM LINE?
             RECENT SALES INFORMATION

      U.S. COMPUTER AND VIDEO GAME DOLLAR SALES: 2006 AND 2007
                                             DOLLARS IN BILLIONS

11

10                                                                                                  9.5
9
                                                                                                  .91
8
                        8.64                                                        7.4           8.64
7
                                                                                  .98
6
          6.46                                                                    6.46
5

4

3

2

1                                              .98                 .91
         2006          2007                    2006               2007           2006           2007
            VIDEO GAME SALES                     COMPUTER GAME SALES             COMBINED COMPUTER AND
                                                                                 VIDEO GAME DOLLAR SALES
                               Source: The NPD Group / Retail Tracking Service



       U.S. COMPUTER AND VIDEO GAME UNIT SALES: 2006 AND 2007
                                              UNITS IN MILLIONS
                                                                                                  267.9
275
                                                                                  241.6
250                                                                                             36.4
225
                      231.5                                                      39.7           231.5
200

175      201.8                                                                   201.8
150

125

100

75

50

25
                                              39.7            36.4
         2006          2007                    2006               2007           2006           2007
            VIDEO GAME UNITS                     COMPUTER GAME UNITS             COMBINED COMPUTER AND
                                                                                  VIDEO GAME UNIT SALES

                               Source: The NPD Group / Retail Tracking Service




                                                     10
WHAT’S THE BOTTOM LINE?
              HISTORICAL SALES INFORMATION

              U.S. COMPUTER AND VIDEO GAME DOLLAR SALES GROWTH
                                                   DOLLARS IN BILLIONS

10                                                                                                             9.5
9
8
                                                                            7.0        7.3             7.4
                                                                   6.9                        7.0
7
                                                        6.1
6                                  5.5       5.6
                         4.8
5
                3.7
4
       2.6
3
2
1

      1996     1997     1998     1999     2000        2001       2002     2003        2004 2005       2006 2007
                                    Source: The NPD Group / Retail Tracking Service


               U.S. COMPUTER AND VIDEO GAME UNIT SALES GROWTH
                                                    UNITS IN MILLIONS
                                                                                                              267.9
275                                                                        240.9      249.5           241.6
250
                                                                  225.8                       229.5
                                                       210.3
225
                                  184.5    196.3
200

175
                         152.4
150
                108.0
125

100    73.8
75

50

25

      1996     1997     1998     1999     2000       2001       2002      2003        2004 2005       2006 2007
                                    Source: The NPD Group / Retail Tracking Service



                How Many Americans Expect to Buy Games?

                                               41%
                          of Americans have purchased or plan to
                           purchase one or more games in 2008.

                                                          11
WHO ARE WE?

             About The Entertainment Software Association
The ESA is the U.S. association dedicated to serving the business and public affairs needs of companies
publishing interactive games for video game consoles, handheld devices, personal computers, and the
Internet. The ESA offers services to interactive entertainment software publishers including a global anti-
piracy program, owning the E3 Media & Business Summit, business and consumer research, federal and
state government relations, First Amendment and intellectual property protection efforts.
For more information about the ESA and its programs, please visit www.theESA.com.




                                         ESA Members
                                                as of July, 2008


  Atari, Inc.                                                      www.atari.com
  Capcom USA, Inc.                                                 www.capcom.com
  Codemasters                                                      www.codemasters.com
  Disney Interactive Studios, Inc.                                 www.disney.go.com/disneyinteractivestudios/
  Eidos Interactive                                                www.eidos.com
  Electronic Arts                                                  www.ea.com
  Epic Games, Inc.                                                 www.epicgames.com
  Her Interactive, Inc.                                            www.herinteractive.com
  Konami Digital Entertainment                                     www.konami.com
  Microsoft Corporation                                            www.microsoft.com
  Midway Games, Inc.                                               www.midway.com
  MTV Games                                                        www.mtv.com/games/video_games
  Namco Bandai Games America, Inc.                                 www.namcobandaigames.com
  NC Interactive Inc.                                              www.plaync.com
  Nintendo of America Inc.                                         www.nintendo.com
  SEGA of America, Inc.                                            www.sega.com
  Sony Computer Entertainment America                              www.us.playstation.com
  Sony Online Entertainment, Inc.                                  www.station.sony.com/en/
  Square Enix, Inc.                                                www.square-enix.com
  Take-Two Interactive Software, Inc.                              www.take2games.com
  THQ, Inc.                                                        www.thq.com
  Ubisoft Entertainment                                            www.ubi.com
  Warner Bros. Interactive Entertainment Inc.                      www.wbie.com




                                                     12
OTHER RESOURCES
        For more information on the ESA and its programs, please visit:
                              www.theESA.com

Entertainment Software Rating Board (ESRB) www.esrb.org
The Entertainment Software Rating Board (ESRB) is a self-regulatory body established in 1994
by the Entertainment Software Association (ESA). ESRB independently applies and enforces
ratings, advertising guidelines, and online privacy principles adopted by the industry.

Academy of Interactive Arts and Sciences www.interactive.org
Located in Los Angeles, CA, the Academy of Interactive Arts & Sciences (AIAS) is an official
professional academy of the $9.5 billion interactive entertainment software industry. AIAS is
supported by the industry’s leading companies.

International Game Developers Association (IGDA) www.igda.org
The International Game Developers Association (IGDA) is a non-profit membership
organization that advocates globally on issues related to digital game creation. The IGDA’s
mission is to strengthen the international game development community and effect change
to benefit that community.

The NPD Group, Inc. www.npd.com
Since 1967, The NPD Group has provided reliable and comprehensive consumer and
retail information for a wide range of industries. Today, more than 1,600 manufacturers and
retailers rely on NPD to help them better understand their customers, product categories,
distribution channels, and competition in order to help guide their businesses.

Video Game Voters Network www.videogamevoters.org
The Video Game Voters Network, a project of the Entertainment Software Association, is a
means by which American adults who play computer and video games can organize and take
action on important policy issues affecting the computer and video game industry.




                                            13
www.theESA.com
© 2008 Entertainment Software Association

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Game Facts and Essential Info from ESA

  • 1. 2008 SALES, DEMOGRAPHIC AND USAGE DATA ESSENTIAL FACTS ABOUT THE COMPUTER AND VIDEO GAME INDUSTRY
  • 2. © 2008 Entertainment Software Association
  • 3. WHAT’S INSIDE? Who Plays What? Who Plays Computer and Video Games? . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Who Buys Computer and Video Games? . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 How Long Have Gamers Been Playing? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 2007 Computer and Video Game Sales by Rating . . . . . . . . . . . . . . . . . . . . . 4 What Were the Top-Selling Game Genres in 2007? . . . . . . . . . . . . . . . . . . . . 5 What Were the Top-Selling Games of 2007? . . . . . . . . . . . . . . . . . . . . . . . . . 6 Parents and Games . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Parents Play Games. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Who Plays What? Online and Wireless Games How Many Gamers Play Games Online?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Who Plays Games Online? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 What is the One Type of Online Game Played Most Often?. . . . . . . . . . . . . . . 9 How Many Americans Play Games on Wireless Devices? . . . . . . . . . . . . . . . . 9 What’s the Bottom Line? Sales Data Recent Sales Information (2006 and 2007). . . . . . . . . . . . . . . . . . . . . . . . . 10 Historical Sales Information (1996–2007) . . . . . . . . . . . . . . . . . . . . . . . . . 11 How Many Americans Plan to Buy Games in 2008?. . . . . . . . . . . . . . . . . . . 11 Who Are We? About the ESA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 ESA Members. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Other Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 ALL DATA IN THIS DOCUMENT IS FROM THE ESA’S 2008 CONSUMER SURVEY UNLESS OTHERWISE NOTED. The Entertainment Software Association (ESA) released its 2008 Essential Facts About the Computer and Video Game Industry in July 2008. The data included in 2008 Essential Facts was gathered in an annual study conducted by Ipsos-MediaCT for the ESA. The study is the most in-depth and targeted survey of its kind, gathering data from over 1,200 nationally representative households that have been identified as owning either or both a video game console or a personal computer used to run entertainment software. 1
  • 4. WHO PLAYS WHAT? Who PLAYS Computer and Video Games? 65% of American households play computer or video games. The average game player age is: 35 25% 25% under 18 years AGE 49% 49% 18–49 years OF GAME PLAYERS 26% 26% 50+ years In 2008, 26% of gamers were over the age of 50. 2
  • 5. WHO PLAYS? 40% female GENDER OF GAME PLAYERS 60% male WOMEN age 18 or older represent a significantly greater portion of the game-playing population (33%) than boys age 17 or younger (18%). Who BUYS Computer and Video Games? The average age of the most frequent game purchaser is: 40 How Long Have Gamers Been Playing? 13 is the average number of years adult gamers have been playing computer or video games. Among most frequent gamers, adult males average 15 years for game playing, females for 12 years. 3
  • 6. WHO PLAYS? 59% of gamers play games with other gamers in person. This is a rise from 56% in 2007 and from 51% in 2006. 38% of homes in America have a video game console. 2007 Computer and Video Game Sales by Rating BY UNITS SOLD 100 90 80 70 60 45% 50 40 28% 30 15% 20 12% 10 0 EVERYONE (E) EVERYONE 10+ (E10+) TEEN (T) MATURE (M) Source: The NPD Group / Retail Tracking Service 4
  • 7. WHO PLAYS WHAT? BEST-SELLING VIDEO GAME SUPER GENRES BY UNITS SOLD, 2007 2.3% Other Games/Compilations 4.7% Strategy 1.0% Children’s Entertainment 4.3% Adventure 0.5% Arcade 4.5% Fighting 0.7% Flight 22.3% Action 17.6% Family Entertainment 7.6% Role Playing 14.1% Sport Games 12.1% Shooter 8.3% Racing Source: The NPD Group / Retail Tracking Service BEST-SELLING COMPUTER GAME SUPER GENRES BY UNITS SOLD, 2007 2.2% Flight 3.0% Other Games/Compilations 1.5% Racing 2.6% Action 0.9% Arcade 2.5% Sport Games 3.5% Children’s Entertainment 5.0% Adventure 33.9% Strategy 11.6% Shooter 14.3% Family Entertainment 18.8% Role Playing Source: The NPD Group / Retail Tracking Service 5
  • 8. WHO PLAYS WHAT? TOP 20 SELLING VIDEO GAMES OF 2007 BY UNITS SOLD RANK TITLE PLATFORM RATING 1 HALO 3* Xbox 360 MATURE 2 WII PLAY WITH REMOTE Wii EVERYONE 3 CALL OF DUTY 4: MODERN WARFARE* Xbox 360 MATURE 4 GUITAR HERO III: LEGENDS OF ROCK* PlayStation 2 TEEN 5 SUPER MARIO GALAXY Wii EVERYONE 6 POKEMON DIAMOND VERSION Nintendo DS EVERYONE 7 MADDEN NFL 08 PlayStation 2 EVERYONE 8 GUITAR HERO 2* PlayStation 2 TEEN 9 ASSASSIN'S CREED* Xbox 360 MATURE 10 MARIO PARTY 8 Wii EVERYONE 11 POKEMON PEARL VERSION Nintendo DS EVERYONE 12 MADDEN NFL 08 Xbox 360 EVERYONE 13 GUITAR HERO 2* Xbox 360 TEEN 14 GUITAR HERO III: LEGENDS OF ROCK* Xbox 360 TEEN 15 NEW SUPER MARIO BROS Nintendo DS EVERYONE 16 BRAIN AGE 2: MORE TRAINING IN MINUTES A DAY Nintendo DS EVERYONE 17 GUITAR HERO III: LEGENDS OF ROCK WITH WIRELESS GUITAR Wii TEEN 18 GOD OF WAR II PlayStation 2 MATURE 19 LEGEND OF ZELDA: PHANTOM HOURGLASS Nintendo DS EVERYONE 20 MARIO KART Nintendo DS EVERYONE *Includes Collector's, Limited, Legendary, Bundles (Guitar) Editions Source: The NPD Group / Retail Tracking Service TOP 20 SELLING COMPUTER GAMES OF 2007 BY UNITS SOLD RANK TITLE RATING 1 WORLD OF WARCRAFT: BURNING CRUSADE EXPANSION PACK TEEN 2 WORLD OF WARCRAFT TEEN 3 THE SIMS 2 SEASONS EXPANSION PACK TEEN 4 CALL OF DUTY 4: MODERN WARFARE MATURE 5 SIM CITY 4 DELUXE EVERYONE 6 THE SIMS 2 TEEN 7 COMMAND & CONQUER 3: TIBERIUM WARS TEEN 8 THE SIMS 2 BON VOYAGE EXPANSION PACK TEEN 9 MS AGE OF EMPIRES III TEEN 10 THE SIMS 2 PETS EXPANSION PACK TEEN 11 THE ORANGE BOX MATURE 12 WARCRAFT III BATTLE CHEST TEEN 13 STARCRAFT: BATTLE CHEST MATURE 14 BATTLEFIELD 2142 TEEN 15 THE SIMS 2 DELUXE TEEN 16 HALO: COMBAT EVOLVED MATURE 17 THE SIMS 2 UNIVERSITY EXPANSION PACK TEEN 18 THE SIMS 2 H&M FASHION STUFF EXPANSION PACK TEEN 19 BIOSHOCK MATURE 20 LORD OF THE RINGS ONLINE: SHADOWS OF ANGMAR TEEN Source: The NPD Group / Retail Tracking Service 6
  • 9. WHO PLAYS WHAT? PARENTS* AND GAMES 94% of the time parents are present at the time games are purchased or rented. 63% of parents believe games are a positive part of their children’s lives. 83% of the time children receive their parents’ permission before purchasing or renting a game. Parents report always or sometimes monitoring the games their children play 88% of the time. *Parents with kids under 18 who also own a game console and/or computer used to play games. The Top Four Reasons Parents Play Video Games With Their Children: It’s Fun For The Entire Family 72% Because They’re Asked To 71% It’s A Good Opportunity To Socialize With The Child 66% It’s A Good Opportunity To Monitor Game Content 50% 7
  • 10. WHO PLAYS? Do Parents Control What Their Kids Play? 75% of parents believe that the parental controls available in all new video game consoles are useful. Further, parents impose time usage limits on video games more than any other form of entertainment: 80% of parents place time limits on video game playing. 72% of parents place time limits on Internet usage. 71% of parents place time limits on television viewing. 65% of parents place time limits on movie viewing. Source: Peter D. Hart Research Associates 8
  • 11. WHO PLAYS WHAT? ONLINE AND WIRELESS GAMES Who Plays Games Online? 56% of online game 44% of online game players are male. players are female. 22% of most frequent game players say they pay to play online games. This is an increase from 19% in 2007 and a marked increase from 8% in 2004. What is the One Type of Online Game Played Most Often? 12% Other 11% Persistent Multi-Player Universe 14% Downloadable 47% Puzzle/Board/Game Games Such as Show/Trivia/Card Bejeweled and Diner Dash 16% Action/Sports/ Strategy/Role-Play How Many Americans Play Games on Wireless Devices? 36% of heads of households report they play games on wireless devices such as a cell phone or PDA, up from 20% in 2002. 9
  • 12. WHAT’S THE BOTTOM LINE? RECENT SALES INFORMATION U.S. COMPUTER AND VIDEO GAME DOLLAR SALES: 2006 AND 2007 DOLLARS IN BILLIONS 11 10 9.5 9 .91 8 8.64 7.4 8.64 7 .98 6 6.46 6.46 5 4 3 2 1 .98 .91 2006 2007 2006 2007 2006 2007 VIDEO GAME SALES COMPUTER GAME SALES COMBINED COMPUTER AND VIDEO GAME DOLLAR SALES Source: The NPD Group / Retail Tracking Service U.S. COMPUTER AND VIDEO GAME UNIT SALES: 2006 AND 2007 UNITS IN MILLIONS 267.9 275 241.6 250 36.4 225 231.5 39.7 231.5 200 175 201.8 201.8 150 125 100 75 50 25 39.7 36.4 2006 2007 2006 2007 2006 2007 VIDEO GAME UNITS COMPUTER GAME UNITS COMBINED COMPUTER AND VIDEO GAME UNIT SALES Source: The NPD Group / Retail Tracking Service 10
  • 13. WHAT’S THE BOTTOM LINE? HISTORICAL SALES INFORMATION U.S. COMPUTER AND VIDEO GAME DOLLAR SALES GROWTH DOLLARS IN BILLIONS 10 9.5 9 8 7.0 7.3 7.4 6.9 7.0 7 6.1 6 5.5 5.6 4.8 5 3.7 4 2.6 3 2 1 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 Source: The NPD Group / Retail Tracking Service U.S. COMPUTER AND VIDEO GAME UNIT SALES GROWTH UNITS IN MILLIONS 267.9 275 240.9 249.5 241.6 250 225.8 229.5 210.3 225 184.5 196.3 200 175 152.4 150 108.0 125 100 73.8 75 50 25 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 Source: The NPD Group / Retail Tracking Service How Many Americans Expect to Buy Games? 41% of Americans have purchased or plan to purchase one or more games in 2008. 11
  • 14. WHO ARE WE? About The Entertainment Software Association The ESA is the U.S. association dedicated to serving the business and public affairs needs of companies publishing interactive games for video game consoles, handheld devices, personal computers, and the Internet. The ESA offers services to interactive entertainment software publishers including a global anti- piracy program, owning the E3 Media & Business Summit, business and consumer research, federal and state government relations, First Amendment and intellectual property protection efforts. For more information about the ESA and its programs, please visit www.theESA.com. ESA Members as of July, 2008 Atari, Inc. www.atari.com Capcom USA, Inc. www.capcom.com Codemasters www.codemasters.com Disney Interactive Studios, Inc. www.disney.go.com/disneyinteractivestudios/ Eidos Interactive www.eidos.com Electronic Arts www.ea.com Epic Games, Inc. www.epicgames.com Her Interactive, Inc. www.herinteractive.com Konami Digital Entertainment www.konami.com Microsoft Corporation www.microsoft.com Midway Games, Inc. www.midway.com MTV Games www.mtv.com/games/video_games Namco Bandai Games America, Inc. www.namcobandaigames.com NC Interactive Inc. www.plaync.com Nintendo of America Inc. www.nintendo.com SEGA of America, Inc. www.sega.com Sony Computer Entertainment America www.us.playstation.com Sony Online Entertainment, Inc. www.station.sony.com/en/ Square Enix, Inc. www.square-enix.com Take-Two Interactive Software, Inc. www.take2games.com THQ, Inc. www.thq.com Ubisoft Entertainment www.ubi.com Warner Bros. Interactive Entertainment Inc. www.wbie.com 12
  • 15. OTHER RESOURCES For more information on the ESA and its programs, please visit: www.theESA.com Entertainment Software Rating Board (ESRB) www.esrb.org The Entertainment Software Rating Board (ESRB) is a self-regulatory body established in 1994 by the Entertainment Software Association (ESA). ESRB independently applies and enforces ratings, advertising guidelines, and online privacy principles adopted by the industry. Academy of Interactive Arts and Sciences www.interactive.org Located in Los Angeles, CA, the Academy of Interactive Arts & Sciences (AIAS) is an official professional academy of the $9.5 billion interactive entertainment software industry. AIAS is supported by the industry’s leading companies. International Game Developers Association (IGDA) www.igda.org The International Game Developers Association (IGDA) is a non-profit membership organization that advocates globally on issues related to digital game creation. The IGDA’s mission is to strengthen the international game development community and effect change to benefit that community. The NPD Group, Inc. www.npd.com Since 1967, The NPD Group has provided reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,600 manufacturers and retailers rely on NPD to help them better understand their customers, product categories, distribution channels, and competition in order to help guide their businesses. Video Game Voters Network www.videogamevoters.org The Video Game Voters Network, a project of the Entertainment Software Association, is a means by which American adults who play computer and video games can organize and take action on important policy issues affecting the computer and video game industry. 13
  • 16. www.theESA.com © 2008 Entertainment Software Association