Billion Dollar Gaming


Billion Dollar Gaming

Jul 30, 2007

Australian gaming industry tops the billion dollar mark over financial year

Sydney, Australia 30 July, 2007 – Australia’s gaming industry has officially
come of age, breaking the $1 billion sales mark over the past financial year,
according to the Interactive Entertainment Association of Australia (IEAA).

Compiled by GfK Australia, the latest statistics show an overall market increase
of 30 per cent over the past six months, with over 5.5 million games and almost
half a million gaming consoles sold since January 1 this year.

“This is a spectacular result for the Australian gaming industry. Breaking through
the $1 billion mark highlights the seriousness and sheer scale of the industry in
Australia,” says Chris Hanlon, CEO of IEAA.

“Australians are embracing interactive gaming as a preferred form of
entertainment and the industry will continue to grow as the technology, games
and equipment become even more sophisticated,” says Hanlon.

“Interactive entertainment attracts people from all ages and walks of life who
have significant disposable income. The stereotype of gaming as a children’s
pursuit is simply wrong, with the average gamer age in Australia at 28.”

The figures indicate strong hardware sales, which generated almost $150 million
in the last six months alone. Australians have also enjoyed the latest releases in
games, spending almost $264 million over the same period.

“Australia is growing in significance in the international gaming industry. There
are 40 game development companies across the country, employing some 2,500
people that have produced 240 game titles,” says Hanlon.

“By supporting the industry, Australian consumers are feeding the potential of the
game creators and technology developers – which will mean cutting edge
gaming and a significant contribution to the economy over the years to come,”
Hanlon says.

GfK Australia’s Daniel Morse says the figures put the industry in a good position
to break another record again this year, exceeding all expectations.

“All platforms performed extremely well considering the average platform
lifecycle, which usually sees hardware sales decline a few years after launch as
the market saturates and new technology is released.“

IEAA will be announcing next sales figures in January 2008. For more
information about IEAA and the Australian gaming industry, visit
www.ieaa.com.au.