With just one quarter to go, retail sales for video and computer games are poised to outstrip last year’s record figure that fell just short of $2billion ($1.96billion).

Sales data from independent market research group GfK Retail and Technology Australia has the industry tracking 8.3 per cent higher by the end of September, compared to the same period last year.

Sales of console hardware has risen 10 per cent, and game sales are up 5 per cent to $716 million with the Christmas bonanza still to come.

Ron Curry, CEO of the Interactive Games and Entertainment Association said,” The rise of family entertainment as a genre continues to underpin much of the industry’s growth – family console games now account for 32 percent of all games sold, followed by action (13.2%).”

“Family entertainment games outstripped action games for the first time last year, accounting for 28 per cent of all games software sales whilst action games accounted for 15.5 per cent.
Interactive games are played by all generations across the entire household and publishers continue to produce quality games to meet the demand. In terms of classification, 67 per cent of all sales were generated from G or PG rated titles,” Ron said.

“Christmas will see iGEA members delivering a number of highly anticipated games, along with some surprises, which should see sales surpass the records set in 2008.”

“Australia’s interactive games industry continues to see healthy growth now that video and computer gaming has become as mainstream in popularity, as watching television or surfing the net,” Mr Curry said.

-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

Sydney, Australia – 22 January 2008 – The Interactive Entertainment Association of Australia (IEAA) has announced that Australia’s gaming industry sales figures skyrocketed to 1.3 billion dollars in 2007. These figures meet end of year financial predictions set in mid-2007 and confirm a new sales record for Australia’s gaming industry.

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

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.