Matt Greenop of the nzherald.co.nz has written a great article about the misconception around gamers – referencing our INZ10 report.  To read the story, click here

Tuesday 17 August 2010, Dr Jeff Brand appears on Breakfast TVNZ discussing some of the key results from the INZ10 report.

To watch the report, click here

Still playing video games at 33?  Don’t feel guilty! 

New research reveals the average age of a New Zealand gamer is 33 

Auckland, New Zealand – 17 August, 2010 – A new research paper into New Zealand’s video and computer game sector has found that the average age of players is 33 years old and 88.5 per cent of all New Zealand households have a device for playing computer games. 

The Interactive New Zealand 2010 (INZ10) report conducted on behalf of the Interactive Games & Entertainment Association (iGEA) by Bond University is the most comprehensive study of its kind to be undertaken in New Zealand. 

Dr Jeffrey Brand, Head of the Centre for New Media Research at Bond University says that while New Zealand is largely consistent with other countries within the Oceania region, it is the first country to record 100 per cent in the number of households with children under the age of 18 with a computer game playing device.

 “The research indicates that every New Zealand household with children has a device for playing games, and this really tells us that video games are ubiquitous in 2010. It’s also fascinating to note that despite this figure, 78 per cent of gamers are in fact over the age of 18 and have been playing on average for 12 years,” says Dr Brand.

 Central to the research findings is the role that video games now play within the family as a whole. Research finds 63 per cent of parents play computer games themselves and 59 per cent play games with their children to spend time with them. 64 per cent of parents use games to help educate their children, and 95 per cent of say they are aware of the games that are played in their homes.

 “In years gone by video games have been thought of as an isolating medium, enjoyed mainly by teenage boys. This research tells us that the opposite is true today, with parents playing games as a way to educate their children, spend time together and just have a good time as a family.”

 “The figures also show that the majority of gamers play moderately with 60 per cent playing up to an hour in one sitting and only 4 per cent playing for five or more hours,” says Dr Brand.

 Other highlights from the research include;

•  Females make up 44 per cent of the total game population
• Gamers and non-gamers share similar education, employment and household income profiles.
• Across New Zealand, PCs are installed in 82% of game households, consoles in 69%.
• 91% of New Zealanders aged 6 to 15 years compared with 43% of those over 50 play computer and video games. 
• As many as 46% of gamers play online and 59% with others in the same room.

 Family and action games account for nearly 40% of all game software sold in 2009.

The New Zealand computer games industry grew by more than 12% and conducted over $170 million in 2009 according to GfK OzToys.

 According to Mark Goodacre, Director of iGEA, the interactive games industry has never been more dynamic as individuals of all ages and all walks of life engage with video and computer games.

 “Interactive entertainment is now used in education, for medical rehabilitation and in training and development. Video games are played by the elderly in retirement villages, and in therapy for young people at risk, but most of all, and as this research highlights they are played by a huge cross section of our community, just for fun” says Goodacre.

 To download a copy of the report, click here

 *INZ10 is based on a national random sample of 1,202 households in which as many adults responded to more than 75 questions providing over 300 data points in a 15-minute online survey fielded by Nielsen Research in May 2010.  This is the first study of its kind conducted in New Zealand.

 Media contacts:

Corrie McLeod                                                            Grace Gabriel

Espresso Communications                                         Espresso Communications

corrie@espressocomms.com.au                               grace@espressocomms.com.au

Ph: +64 9 889 2177                                                        Ph: +64 9 889 2177

Mob: +61 419 526 848                                                Mob:+61 2 9904 4177

This research report was launched in New Zealand on Tuesday 17 August 2010.  It provides data on who is playing games in New Zealand.  It documents game play behaviours, the importance of games in teh family, the rold of onlince access in game purchasing and play, and how gamers compare with non-gamers on key demographics and attitudes towards games.

INZ10 Full Report

INZ10 Key Highlights Summary

August 2010 – the latest newsletter from the Entertainment Software Association (ESA) in the US provides a brief outline of some recent studies which were unddertaken by Dr Christopher Ferguson of Texas A&M Universtiy which called into question research findings that perpetuate some of the misconceptions about computer and video games.

In June, the Review of General Psychology published Dr. Ferguson’s study titled “Blazing Angels or Resident Evil? Can Violent Video Games be a Force for Good?” Ferguson conducted an in-depth analysis of existing research on the impact of violent video game play on aggressive behavior. He found that many of these studies were marred by inconsistent findings or weak methodology and had not been sufficiently scrutinized by the broader scientific community. He also noted that the violent crime rate has dropped dramatically at the same time that video games have gained in popularity, suggesting that “the violent video game issue is a crusade in search of a crisis.”

To read on, click here

As reported by Jason Hill at Screenplay, a package of free online games for children with autism has received an accolade in the Victorian Government’s 2010 Premier’s Design Awards.

Whizkid Games was created by a group of final year multimedia design students from Swinburne’s Faculty of Design in collaboration with Swinburne’s National eTherapy Centre (NeTC) and Bulleen Heights Autism School.  Whizkid Games aims to help autistic children learn life skills. Focusing on areas such as coping with change, recognising emotions and non-verbal communication, the 16 therapeutic games are themed around everyday activities such as getting dressed, going to school and following a schedule.

To read the article, click here

Tuesday 13 July 2010, the program Close Up on TVNZ featured a story about the revolution about to take place in the gaming industry.  To watch the story, click here

The ESA have just released their annual report titled Essential Facts About the Computer and Video Game Industry Report. The 2010 survey confirmed that computer and video game play remains widespread, and that game play is an increasingly social activity. Sixty seven percent of American households play computer and video games, and 62 percent of gamers say they play with other gamers in person at least one hour per week. Family play has also grown in popularity, with nearly half of all parents (48 percent) reporting they play with their children at least once per week.

The report not only underscores the increasing popularity and broad appeal of computer and video games, but also provides a window to the industry’s future. ESA’s 2010 data suggests the interactive entertainment software industry is well positioned to enjoy a continued period of growth and expansion, and remain a dominant player in the American economy.

The former Premier of Queensland, Peter Beattie, has written an Opinion piece for the Australian lending support to the R18+ debate.  Peter has recognised the contribution that games make to the Australian economy and entertainment in general and suggests it’s time to make an R18+ rating a reality.  To read this piece, click here

Sydney, Australia July 1, 2010 – The Interactive Games & Entertainment Association (iGEA) has today expanded its borders with the addition of its New Zealand equivalent to the organisation.  Formerly recognised as the Interactive Software Association of New Zealand (ISANZ), the industry body will change its name and structure to partner with the iGEA and better reflect the evolving interactive gaming landscape. 

 The iGEA’s membership now includes a total of 22 companies: 14 Australian companies and an additional seven organisations based in New Zealand that publish, market and distribute interactive games and entertainment content.

 A hugely popular form of entertainment, 2009 video and computer game sales cracked $2 billion in Australia and achieved a record $170 million in New Zealand according to independent market research group GfK Retail and Technology Australia.  Sales figures for the New Zealand market increased by 12 per cent – which is triple the growth figures for 2009 in the Australian market.

 iGEA Chairman Edward Fong welcomes the New Zealand members and said, “There is great opportunity to collaborate and share our knowledge, insights and resources with our New Zealand team and we are very excited to have them on board. Over the last few months, the iGEA has spent a lot of time and energy building our website and we hope it becomes a central hub of resources not only for gamers but parents, businesses, governments and the wider Australian and New Zealand community.” 

 Mark Goodacre, former president of the ISANZ and now an iGEA Director added, “This strategic partnership will help ensure we remain relevant to our members on a local and international level.”

 The iGEA launched a website in August 2009 which contains information, tools and resources for individuals interested in interactive gaming and entertainment. To visit the website, log on to www.igea.net.

- ends-

 About the iGEA

The Interactive Gaming & Entertainment Association proactively represents companies that publish, market and/or distribute interactive games and entertainment content in Australia and New Zealand.  The iGEA aims to further advance the industry and the business interests of its members through informing and fostering relationships with the public, the business community, government and other industry stakeholders.  The iGEA is administered by a Board of Directors and supported by the CEO, Ron Curry.  The iGEA is composed of two industry associations that were formerly known as the Interactive Entertainment Association of Australia (IEAA) and the Interactive Software Association of New Zealand (ISANZ).

  For more information, please visit www.igea.net  

 Media Contact

Corrie McLeod
Espresso Communications
Mob: 0419 526 848
Email: corrie@espressocomms.com.au