-Family games drive record sales in 2008- 

Sydney, 20 January, 2009 – Australia’s video and computer game industry has shown no sign of an economic slowdown by recording its largest ever sales result of $1.96 billion for the calendar year – an increase of 47 per cent from 2007. 

The statistics, compiled by independent market research group GfK Retail and Technology Australia, revealed that sales of ‘Family Games’ have grown by 137 per cent in 2008, making it the number one genre, followed by ‘Action Games’. 

Sales of games software in 2008 increased 57 per cent from the previous year, game consoles increased 43 per cent and gaming hardware accessories lifted a staggering 68 per cent. 

According to Ron Curry, CEO of the Interactive Entertainment Association of Australia, the results highlight the strength of Australia’s video and computer gaming industry and that entire households are now engaging in interactive entertainment. 

“Sales figures for the past two years actually show that the industry has grown over 112 per cent since 2006. The industry has really witnessed phenomenal growth, which has largely been driven by people playing games together.” 

‘Family Games’ were key to growth with the number of games classified with a G rating growing 58 per cent in 2008, and games rated PG showing a 33 per cent increase in the same period. 

“There is a huge variety of games now on the market, with a wide selection for the entire family as well as specifically for adults, and it’s a great way for people to spend time together.” 

Curry added that despite other business’ experiencing the effects of a turbulent end to 2008, the increase in sales figures for the games industry demonstrated that interactive entertainment has become as mainstream in popularity, as watching television or surfing the net. 

“We have definitely moved past the days of the stereotypical gamer”, he said.

 A recent research report by Bond University, titled Interactive Australia 2009, found that the average age of gamers is 30 years old and 68 per cent of all Australians play video and computer games. 

*Retail sales figures by GfK sales data cover the period 31/12/07 to 28/12/08. IA9 report commissioned by IEAA was conducted by Bond University in October 2008.

The Interactive Entertainment Association of Australia (IEAA) has announced that Australia’s videoand computer game industry has recorded sales of 1.57 billion dollars over the last financial year. The figures indicate an increase of 52.9 per cent on sales of games software, consoles, peripherals and PC games for the previous corresponding period.
The statistics, compiled by an independent market research group GfK Australia, show that the sales of games software increased 55 per cent from the previous year and games console salesincreased by 74 per cent

According to Ron Curry, CEO of the IEAA, these figures highlight the increasing popularity of interactive entertainment enjoyed by a wider range of people.“Today video and computer games have highly advanced technology that supports sophisticated plot lines and rich interactive experiences. Interactive entertainment is no longer marketed towards a niche audience but rather caters to a broad range of tastes and interests.”

“With sales of video and computer games increasing over 50 per cent over the last financial year, it is clear that interactive entertainment is now firmly entrenched as a mainstream activity. More people of all ages and all walks of life are now choosing video and computer games as a regular form of home entertainment.”

Fast Facts

* 60 per cent of players are male and 40 per cent are female
* 8 per cent of gamers are seniors (over 60 years of age
* Women and older Australians are the fastest growing audiences for interactive games
* 35 per cent of gamers are parents

Last month, the IEAA and the Games Development Association of Australia (GDAA) announced an alliance to urge the Australian Government to offer tax incentives for the local interactive entertainment industry, support intellectual property protection and the introduction of an R18+ classification for video games.

The IEAA will be announcing next sales figures in January 2009. For more information about the IEAA and the Australian gaming industry, visit www.ieaa.com.au