Statistics compiled by an independent market research group GfK Australia, indicate Australians purchased 15.4 million games last year. As the popularity of games and consoles tend to rise in the months leading up to the festive season, more than one third of all games – almost 6 million – were sold in the final quarter.

According to Ron Curry, CEO of the IEAA, the 43.6 per cent increase in sales from 2006 to 2007 is a record achievement compared to the 7 per cent increase from 2005 to 2006. Curry adds the dramatic boost is largely driven by the release of popular gaming consoles and the rising median age of Australian gamers.

“Last year, Australians welcomed the arrival of the PS3 and marked a full year since the release of the Xbox 360 and Nintendo Wii.  The launch of highly anticipated next generation gaming drove console sales to almost $500 million, nearly double the $270 million sold in 2006. Sales figures also indicate a resurging popularity in handheld consoles with 2.3 million units of software for the Nintendo DS system purchased last year compared to the 840,000 purchased in 2006,” says Curry.

“The gaming industry is no longer a niche market appealing only to traditional gamers. With a wide variety of games available, interactive entertainment is attracting people from all ages and all walks of life. It is interesting to note that as more Australians embrace the most advanced gaming innovations and purchase the latest games, the average age of gamers has risen to 28 years old.”

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

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.

Interactive Australia 2007

Interactive Australia 2007, launched today by the Interactive Entertainment Association of Australia (IEAA) in conjunction with Bond University’s Centre for New Media Research, is a national study of 1,606 households and who plays games in Australia.

It revealed more than 79 per cent of Australian households have a device for playing computer and video games– a three per cent increase from late 2005¹. Significantly the research revealed the changing face of computer and video gaming with more women, families and older people choosing interactive games for entertainment and education. It also showed Australian parents highly value computer and video games as educational, as well as fun.

“Interactive games are seen as a fun, positive entertainment choice for the majority of Australians. The research confirms that gaming is increasingly popular across all ages.” said Chris Hanlon, IEAA CEO.

The average age of Australian gamers is now 28 years (up from 24 years) and the research predicts that by 2014 the average age of gamers will be the same as non-gamers at 42 years.

“More than 12.5 million games were sold in Australia last year,” said Hanlon. “Gaming is increasingly the first choice of entertainment for a broad range of people.”

Key research findings include:

• Interactive games are attracting new players – 41 per cent of gamers are female (up from 38 per cent) and eight per cent are seniors (over 60 years old).
• Gaming is an increasingly social activity. Two third of gamers report that others in their household play games, 56 per cent play with others in the same room, and only 19 per cent prefer to play alone.
• Parents and children increasingly play together – 35 per cent of gamers are parents and 77 per cent of parents play computer games with their children.
• Online gaming is increasingly popular and ranks 10th among activities Australian’s often use the internet for – ahead of music downloads and online shopping. Households with an internet connection were more likely to play computer games (84 per cent vs 54 per cent across all households).
• 95 per cent of Australians use a personal computer for games.

Educational choice for parents
The research reported that parents see the positive aspects of game play as more than valued family entertainment. Parents reported computer games teach children about technology (73 per cent), maths (68 per cent) and to plan ahead (64 per cent).

“Parents are increasingly playing computer and video games themselves and with their children. They value the skills kids learn through interactive games, and can see the benefits both socially and educationally,” said Hanlon.

A positive and social entertainment choice
The research revealed gaming competes with other media such as TV, film and music rather than non-media and outdoor leisure activities. It also found more than half of Australians find computer games more social than other forms of media entertainment and the majority (61 per cent) only play for up to an hour at one time.

“Gaming is seen as a social activity with people playing together in the same room or online. We found players see interactivity as a key attraction to gaming as an entertainment choice,” said Hanlon.

“Australians who play computer and video games are a lot like those who don’t – they enjoy a range of leisure activities as part of a healthy and balanced lifestyle,” he said.

View the Full Report Here

¹ GamePlay Australia 2005, IEAA and Bond University