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

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.

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 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

New Zealand, July 1, 2010 – The Interactive Software Association of New Zealand (ISANZ) has today announced a change in its name and structure to better represent the evolving interactive entertainment industry.  The trade body will relaunch as the Interactive Games & Entertainment Association (iGEA) and will be more focused in developing stronger ties with its members, businesses, government and the wider community.

ISANZ’s seven strong membership will join with iGEA’s existing members, which include 14 Australian companies, that publish, market and distribute interactive games and entertainment content.  The strategic partnership will form a solid organisation that is resourced to represent its members on both sides of the Tasman. iGEA in NZ will continue to have direct representation in NZ with a local CEO and a director on the iGEA Board.

Video and computer games have steadily become a mainstream form of entertainment in New Zealand households, achieving sales of $170 million in 2009 according to independent market research group GfK Retail and Technology Australia.  ‘Family Games’ are a key factor to the industry’s growth proving to be the best selling genre in 2009 – an increase of 34 per cent from 2008.

 According to Mark Goodacre, former president of the ISANZ and now a Director of iGEA, “With the interactive entertainment industry growing at such a rapid pace, forming a strategic alliance with the iGEA will allow the trade body to share market insight and resources to better cater to a diverse and growing audience.”

 “The interactive gaming market has never been more dynamic; individuals are engaging with games through a broad range of devices and the games themself are becoming more advanced in their content and delivery.  As an industry body, we need to stay on top of these changes and our newly formed association will ensure we stay relevant to our members and the wider community,” said Goodacre.

 Edward Fong, Chairman of iGEA added, “We are excited to enter into this partnership and believe with our New Zealand counterparts on board, we are in a better position to represent the industry as it evolves on a local and international scale.”

 The iGEA launched a website in August 2009 which is contains information, tools and resources for players, parents and students, as well as industry and government organisations. To visit the website, log on to www.igea.net.

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  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

Based on the Minister’s media release, I thought we’d make an initial response and give some consideration to a more detailed reply later:

We are pleased that this issue was included on the agenda for today’s Standing Committee of Attorney’s General meeting. As evidenced in the Attorney General’s status report, there is overwhelming interest and support of the issue, with over 98 per cent of responses in favour of the R18+ classification.

The iGEA has been very supportive of the Government’s commitment to a thorough examination of all of the perspectives on the classification and, along with a wide range of individuals, industry bodies, academics and community groups, the iGEA made its submission as part of what appeared to be an exhaustive and detailed public consultation period. We are somewhat bemused therefore when the Minister stated that Censorship Ministers have “requested further analysis of community and expert views.”  

Further, we are concerned that it is noted in the Attorney General’s media release that  “Ministers today agreed that further work needs to be done before a decision can be made.” There is undeniably strong support for the introduction of an adult classification for video games across a wide section of the community. (In fact, the recent petition arranged by GAME illustrates that there is a high level of resonance and support on this issue, with more petitioners engaging in this issue than for the petition opposing WorkChoices.)  Our understanding that this was the very reason for the Discussion Paper launched in December, and call for the Attorney General’s Department to immediately commit to a reasonable and transparent timeline and process to resolve the issue.

 THE HON BRENDAN O’CONNOR MP

         MINISTER FOR HOME AFFAIRS        

R 18+ CLASSIFICATION FOR COMPUTER GAMES

CONSULTATION REPORT RELEASED

The Standing Committee of Attorneys General today agreed to release a status report following public consultation about whether Australia’s Classification Scheme should include an R 18+ classification category for computer games.

Minister for Home Affairs Brendan O’Connor said: “The report released today shows the initial outcomes of the public consultation process which received approximately 60,000 submissions – an overwhelming level of response.”

Preliminary analysis indicates: 

• approximately 98 per cent of submissions support an R18+ classification for computer games

• submissions were received individually by email (12 per cent), fax and post (2 per cent), as well as being delivered by retailer EB Games (59 per cent)  and ‘Grow Up Australia’ (27 per cent), and

• a sample of approximately 24,000 submissions shows that while submissions were received in all age and both gender categories, the overwhelming majority were from males aged 18 to 34.

The status report also contains samples of frequent ‘free text’ comments and a summary of arguments raised by 34 community, church and industry groups who lodged submissions.

“It is not just the weight of numbers that need to be considered. It is also the strength of the arguments on each side. That is why Ministers today agreed that further work needs to be done before a decision can be made.”

“This issue is of considerable interest to Australians so the Government is releasing a status report on the consultation to ensure the community is kept well informed of its progress.” 

“Censorship Ministers have not yet made a decision on whether or not an R 18+ classification for computer games should be introduced and have requested further analysis of community and expert views.”

“The Commonwealth Attorney-General’s Department continues to process and analyse submissions from the public consultation, so figures are preliminary and may change as the processing and analysis of submissions continues,” Mr O’Connor said.

“Thank you to the thousands of people who made a submission,” Mr O’Connor said.  

“This feedback will play an important role in assisting Ministers to make a decision on this important public issue.”

 The status report is available at www.ag.gov.au/gamesclassification.

 Stakeholder submissions and samples of submissions received from individuals will also be made available on this website. 

 Stephanie Brantz appointed video and computer games ambassador

She might be able to keep Lucas Neill on his feet against the Italians when playing FIFA World Cup on her Xbox, but the recently appointed ambassador for the Interactive Games and Entertainment Association (iGEA) still thinks leaning to one side prevents her ball from entering the gutter when playing Tenpin Bowling on Wii Sports. 

Sports reporter, Stephanie Brantz is the first ambassador appointed by the iGEA, an industry body representing Australian companies that publish, market and distribute video and computer games.

Mother of three enthusiastic gamers, Patrick (15), Lewis (10) and Lindsay (8), Stephanie is a huge advocate of a balanced regime of recreational activities including video gaming time. As ambassador, she will be involved in helping parents understand how to manage the medium to give their child the best gaming experience.

Stephanie’s appointment also follows recent sales data highlighting family games as the largest and fastest growing category and research on more and more families playing computer games together. Whilst Stephanie is a big gamer herself, she wasn‟t always as accomplished when it came to interactive gaming or exactly what games her kids were playing.

“After I discovered Lewis playing his older brothers game which wasn’t appropriate, I’ve developed a much more hands-on approach and I’ve had plenty of laughs and tears (when I beat them) along the way.  I’ve had some fantastic family challenges with the kids and my husband, Simon Hill (Fox Sports presenter). Fun aside, it also helps me know what they’re playing and for how long and it’s another way to engage in one of their interests,” Stephanie said.

Stephanie’s appointment coincides with the Federal Governments discussion paper on a proposed R18+ rating for games – a move she’s in full support of. “Video games, like film and other media, should be classified correctly so there’s no room for doubt among parents.  It’s up to parents to supervise and know what games their kids play but we need the full gamut of classification guidelines to make more informed choices.

“Previously, people have questioned whether an R18+ rating will expose Australia to unlimited high level content but this is simply not the case. The Classification Board will still refuse games that exceed the adult rating guidelines,” said Stephanie.

Ron Curry, CEO of iGEA is looking forward to Stephanie‟s insights and sharing her enthusiasm for family gaming.

When asked who the most talented gamer is in her household, Stephanie nominates Patrick (15), but adds, “I‟m the reigning household champion of all DS Brain Training games and can hold my own, and a tune on Singstar.”

A copy of iGEA‟s submission can be found at http://www.igea.net/wp-content/uploads/2010/02/iGEA-R18+-Submission.pdf

 Ends

Paul Hunt, former Deputy Director of the OFLC and now Principal Consultant at MLCS Management has made a submission to the public consultation on an R18+ classification for video games. 

I particularly liked the irony of his closing paragraph:

The current discussion is an opportunity for the Australian Government to take a leadership role with its State and Territory colleagues and repair the dangerous gap in the National Classification Scheme created by past mistakes.   The Australian Government and Censorship Ministers have made the wrong decision about this issue in the past.  There is a need to follow South Australian Attorney General Michael Atkinson’s advice on a recent similar issue regarding the rights and freedoms of Australians – an attempt to restrict political comment on the internet: “When one gets public opinion wrong, as I did, one has to change one’s mind.” *  (Emphasis added)

 Paul’s full submission can be found here.

* SA backs down on internet comment curb, http://www.abc.net.au/news/stories/2010/02/03/2808495.htm, Feb 3, 2010 7:55am AEDT

R18+ Classification for Video Games: Industry Responds to Discussion Paper

Sydney, February 15, 2010 – The Interactive Games & Entertainment Association (iGEA) has today made its submission to Attorney-General’s Department on the proposed R18+ classification for video games in Australia.  Representing platform holders, publishers and distributors, the iGEA appeals for an R18+ classification to cater to the maturing gaming population and ensure consistent classification amongst other forms of entertainment.

Ron Curry, CEO of the iGEA, says there is overwhelming support for an adult rating not only amongst gamers but parents, families and the wider community. 

“Australia needs an adult rating so adults can play games that are age appropriate for them and parents can make educated choices for their families based on clear, consistent guidelines.  With the deadline for submissions closing on February 28, we urge the community to make their voices heard in support of an adult classification,” said Curry.

Australia is currently the only Western country without an adult classification for video games with the maximum rating MA15+.  Yet despite this, the release of the discussion paper last December has unveiled mass approval for an R18+ classification for video games across a wide range of polls conducted in the media; 

• News Limited’s poll shows 95.5 per cent of respondents vote for an R18+ classification and 4 per cent vote against it (1)
• A poll conducted by Fairfax indicates 97 per cent of respondents believe Australia should introduce an R18+ rating for video games and 3 per cent are against it (2)
• A Channel 7 Sunrise’s poll reveals 97 per cent of respondents would like R18+ games permitted in Australia and 3 per cent would not (3)
• Furthermore, the Interactive Australia 09 report by Bond University found that 91 per cent of gamers and non-gamers believe the classification should be introduced (4)
• “There have been some claims an R18+ classification will expose Australia to unlimited high level content but this is simply not the case. The Classification Board will still refuse games that exceed the adult rating guidelines.

An R18+ classification is essential to protect consumers whilst providing them with the full information to make educated decisions about their entertainment choices,” said Curry.  

To sign a petition for an R18+ classification for video games, you can log on to http://www.growupaustralia.com/ or directly at the Attorney-General’s Department at http://www.ag.gov.au/gamesclassification.

The iGEA’s submission can be found here.

This is the first time Censorship Ministers have undertaken public consultation on this issue, with submissions welcomed until close of business on February 28, 2010.

(2) Fairfax Digital, 2009, ‘Should Australia introduce an R18+ for video games?’,

(3) Yahoo7!, 2009, ‘Would you like R18+ rated games permitted?’

(4) Interactive Australia 2009, National Research prepared by Professor J. Brand, Bond University for the Interactive Entertainment Association of Australia, 2008

Watch on Censorship is a community organisation with the goal of protecting and promoting the rights of adult Australians to freedom of speech and expression in all media.

WOC have made a submission to the government’s discussion paper on R18+ classification for video games.  A copy of the submission is here.

-Computer and Video Game Sales Crack $170 million in 2009-

New Zealand, January 26, 2010 – New Zealand’s interactive gaming and entertainment industry shows no signs of an economic slowdown achieving a record sales result of just over $170 million for the 2009 calendar year.

Despite the economic challenges of the last 12 months, sales data compiled by independent market research group GfK Retail and Technology Australia indicates computer and video gaming sales of $170 million – an increase of 12 per cent from 2008.  The data includes all sales from hardware, gaming peripherals and traditionally boxed software, yet excludes revenue generated from online retail sales, downloadable content, online games subscriptions and games delivered to mobile phones.

‘Family Games’ are a key factor to the industry’s growth proving to be the number one selling genre in 2009.  27% of all software sales were from the ‘Family Games’ genre – up 34% from 2008.

Growth figures for the New Zealand market were three times larger than Australia’s gaming market which recorded a 4 per cent growth.

According to Mark Goodacre, President of ISANZ, the record sales results reveal the strength of New Zealand’s interactive gaming market, particularly compared to overseas markets that have seen smaller or negative growth figures due to last year’s turbulent economic climate.

“New Zealand’s interactive gaming industry continues to buck global trends and achieve steady growth in sales despite last year’s tough economic climate.  Video games have joined mainstream entertainment as a popular pastime that involves the entire family,” said Mr Goodacre.

Hardware sales increased by 13.51% per cent from last year and software sales remain steady with 1.132 million units sold in 2009 compared to 1.075 million units sold in 2008.

Sales for gaming peripherals also experienced an increase of 37%, which is no surprise considering the sheer number of households in the country that now own gaming consoles.

“Despite the economic challenges of the last 12 months, interactive gaming has proven to offer families good value entertainment.  We expect that in 2010 the industry will continue to maintain its steady sales performance as playing video games becomes as popular as watching television or surfing the net,” said Mr Goodacre.

- Ends -

About ISANZ:

Interactive Software Association of New Zealand is a trade body designed to represent and encourage the growth and development of the software industry throughout New Zealand. The Association is made up of eight members, Total Interactive, Microsoft, Sony, Electronic Arts, Mad Man, Monarco Corp, Atari and Take Two.

Contact details:

For further information please contact:

Bob Glancy – bob_isanz@yahoo.co.nz; 021 612 920