1. Console Games

2. `

3. Introduction
Various forms of gaming:
Video Games
Computer Games
Console Games
Handheld Games
Mobile Games
Online Games
A console game is a form of interactive
multimedia used for entertainment.

4. History - 1970’s
First Generation Games
Magnavox Odyssey
Released in 1972
-Magnavox Odyssey is first game
console.
-Poor marketing caused it to fail
Second generation
Games
Atari PONG
Released in 1975
-First of several versions.
-Atari known as a pioneer in home
gaming for years to come

5. History - 1980’s
Third Generation Games
Nintendo Entertainment System
(NES) debuts.
Released in 1985
-Criticized for unreliability.
-Product recalled and repaired.
-Popularity takes off.
Sega Master System (SMS)
Released in 1986
-released to compete with NES.
-Technologically better than Nintendo,
but games less popular.
-Technology for SMS made portable and
used for Sega Game Gear

6. History - 1990’s
Fourth Generation Games
Sega Master System II, Panasonic
3DO Interactive
Fifth Generation Games
Sega Saturn, Sony Playstation,
Nintendo 64
Sixth Generation Games
Nintendo Game Cube, Sony
Playstation II

7. Today
Microsoft joins console
competition with Xbox.
Marks the entrance of the last
of today’s major competitors.
Currently 3 major console
models:
Nintendo Wii (2006)
Sony PS3 (2006)
Microsoft Xbox 360 (2005)
Seventh Generation Games

8. Typesof ConsoleGames
Action games
Activity games
Driving games
Flight Stimulation games
Music games
Quiz games
Sports games
Strategy games

9. Global Industry – Major Markets
Total worldwide
hardware and
software shipments
revenue is around
$ 29 billion

10. Revenues
US sales of Consoles &
Handhelds, 2007
Hardware $4.6 billion
 Games $6.5 billion
Worldwide sales of
hardware & software: 2007
 $29 billion
Projected for 2011 - $44
billion

11. • Sony leads industry with
48% market share.
• Expected to stay the same
for next few years.
• Nintendo & Microsoft will
remain major competitors.
•Other players: Sega, Atari,
Konami, Viacom, Namco ,
THQ.
CONSOLE GAMING – MARKET
SHARE

12. Target Consumers
 Consumers Traditionally men
aged 12-35.
 By end of 2007,
More than 2/3 of men 18-34 had
access to console in their homes.
80% of boys 12-17 had access.
 Women only 10% of video game
players as of June, 2007.

13. Consumer Behaviour
Consumers Beginning to diversify.
Consoles in 46 million homes in US.
148 million adults have access to a console.
More than 1/3 of all adults online have game
consoles.
Average user plays for 2 hours, 15 minutes per
day.

14. TheIndian Industry
Nascent industry.
Providing game development services and selling
original gaming content in India and worldwide
Indian companies: Dhruva Interactive, Indiagames ,
Milestone Interactive, Paradox Studios
Approximate size of industry: estimated at Rs 400 crores
in 2007

15. Indian Scenario
Opportunities
Qualified and quality manpower.
 In 2 years the industry will need 5000 people, maybe more.
The Animation industry will need another 5000 people
Changing mindsets towards on entertainment
over 550 million Indians are below 25 years of age, 200
+ million middle class
Cheap broadband will spur PC penetration –Broadband
Mobile will spearhead the introduction of games to the
Indian mass market
Cyber cafes and Broadband enabled games for PC.

16. SWOT Analysis
Strengths
Consoles are ultimate in interactive entertainment.
Budgets can rival Hollywood productions.
Large number of customers from various age groups.
Weaknesses
Brand Loyalty critical.
Piracy losses amounts to billions of dollars annually.
Devices & performance standards often obsolete within
months.
Must always release bigger & better to stay ahead of the
competition.

17. SWOT Analysis
Opportunities
Penetration into the casual gamers market is crucial
to sustain and promote future growth
Projected Growth around 44% till 2011
R&D in gaming console technology
Threats
Competition from mobile gaming, PC gaming and
arcade gaming
Increase in online gaming
Increase in outdoor activities/sport of children
Cultural and social impacts

18. Marketing Strategies-MSXbox360
Viral marketing encompassing high-profile keynote
speeches and a star-studded MTV special.
Targeted segment is hard-core male gamers.
Targeting on women who live with male gamers by
incorporating multimedia features.
Selling more consoles creates more developer interest,
which encourages more demand for consoles and creates
licensing revenue for Microsoft.

19. Marketing Strategies–
Sony Playstation
Marketing through MySpace and Bebo, websites blogs,
and by email.
Targeting potential buyers who are not just hardcore
games enthusiasts but anyone interested in the arts,
culture digital media and content creation.
Opened a branded venue in London's East End called
Three Space.
Used independent content and distribution partners.
Marketed PS as an enabler and a platform for creative
talent.

20. Marketing Strategies- Nintendo
Sell the idea that its game controls are more natural
and it can exercise your mind and help to improve
brain functioning.
Targeted non core gamers(casual gamers) such as
professional, party gamers, families and active adults.
Blue ocean strategy: A strong value innovation for
(many new) customers (i.e. motion stick)
Cost reduction by eliminating features (i.e. no HD, no
DVD, no Dolby 5.1, low processor speed)

21. Supporters of gaming
Gamers
Game Developers
Anti-Censorship Groups
Critics of Game Content
Legislators
Religious Groups
Parents
Futureof ConsoleGaming

22. Futureof ConsoleGaming
Next generation technologies.
 9GB DVD and using a red laser to read
 HD DVD can contain about 15GB of data with a
theoretical limit of 30GB
 Blu-ray disk can contain 50GB with a theoretical
limit of 200GB using 8 layers on a single disc
 3D engine to create smooth animated graphics