New Zealand – 9 February 2011 – New Zealand’s interactive games and entertainment industry has recorded sales of approximately $158 million for the 2010 calendar year, a 7 per cent decline from the corresponding 2009 period.

The data compiled by independent market research group GfK Retail and Technology Australia includes all sales from hardware, gaming peripherals and traditionally boxed software sold through retail outlets, yet excludes revenue generated from online retail sales, downloadable content, online games subscriptions and games delivered to mobile devices.

Sales for gaming peripherals increased by 11 per cent compared to 2009 however sales for gaming consoles declined by 7 per cent and console game sales dipped by 10 per cent.

Despite the slowdown in sales, New Zealand’s interactive and entertainment industry fared better to Australia’s market which dipped by 16 per cent compared to 2009 recording sales of approximately $1.7 billion.

Mark Goodacre, Director of the Interactive Games & Entertainment Industry (iGEA) in New Zealand, says the country’s video and computer games industry continues to hold its own compared to overseas markets despite the slowdown in sales.

“Unlike other international markets which have taken a large hit due to the global economic crisis, New Zealand’s video and computer games market remains buoyant.  Video and computer game technology continues to advance in leaps and bounds, and 88.5 per cent of New Zealand households are playing with games[i].  The slowdown we’re seeing in sales is caused by global market conditions which have caught up to the industry,” said Goodacre.

‘Action Games’ replaced ‘Family Games’ as the best-selling genre for 2010 comprising 19 per cent of all sales.  ‘Family Games’ and ‘Shooter Games’ tied second place at 16 per cent of all sales.

“We’ve received anecdotal feedback that highlights the demand for online subscriptions, digital downloads and mobile games however unlike traditional sales, it’s challenging to collect these figures through a single source.”

“As the industry continues to evolve in 2011, we’ll  keep seeing consumers invest in a wide range of interactive entertainment offerings ensuring the ongoing success of New Zealand’s market,” said Goodacre.

GfK data in 2010 was measured against 52 weeks compared to 53 weeks in 2009.

About the iGEA

The Interactive Gaming & Entertainment Association proactively represents companies that publish, market and/or distribute interactive games and entertainment content.  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 was formerly known as the Interactive Entertainment Association of Australia (IEAA).

For more information, please visit www.igea.net.

Media Contact

Corrie McLeod
Espresso Communications
Ph: + 64 9889 2177
Mob: +61 419 526 848
Email: corrie@espressocomms.com.au

[i] Interactive New Zealand 2010 research is conducted by Bond University based on a national random sample of 1,202 households.

Sydney, January 20, 2010 – Australia’s interactive gaming and entertainment industry continues to hold its own achieving a record sales result of just over $2 billion for the 2009 calendar year.

Despite last year’s challenging economic climate, sales data compiled by independent market research group GfK Retail and Technology Australia reveal video and computer gaming sales record of $2.05 billion – an increase of 4 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’ remain key to the industry’s stability proving to be the best selling genre for the second year in a row.  27 per cent of all games sold were from the ‘Family Games’ genre – up 11 per cent from 2008.  The second most popular genre was Action, making up 15 per cent of all games sold.

According to Ron Curry, CEO of the Interactive Games and Entertainment Association (iGEA), the healthy sales results highlight the buoyancy of Australia’s video and computer gaming industry, particularly compared to overseas gaming markets that have not seen increases in sales due to the economic turbulence of the past 12 months.

“Australia’s interactive entertainment industry continues to maintain sales despite the global economic slowdown.  Video games remain a popular household pastime that can be played by the entire family.  Whilst a modest increase, we need to view this against a very tough economic environment and avoid comparing it to last year  where consumers  used their Government stimulus package to invest in a form of entertainment that brings the whole family together and can be enjoyed time and time again,” said Curry.

Software sales increased by 6 per cent from last year and hardware sales remain steady with 2.247 million units sold in 2009 compared to 2.249 million units sold in 2008.

Sales for gaming peripherals also experienced an increase of 31 per cent, which is no surprise considering the sheer number of households in the country that now have consoles.

“Despite a challenging economic climate, interactive entertainment 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 Curry.

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.

Read the Report at Nielsen

Despite gathering economic storm clouds, Australians spent a record $2 billion on games last year, a 47 per cent increase on 2007.

Read the Full Story at news.com.au

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.

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

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.