SALES, DEMOGRAPHIC AND USAGE DATA ESSENTIAL

2011SALES, DEMOGRAPHIC AND USAGE DATAESSENTIALFACTSABOUT THE COMPUTERAND VIDEO GAMEINDUSTRY[ iii ]

“ It is critical that we supporteconomic sectors that create jobs,develop innovative technologies andkeep America competitive in theglobal marketplace. The video gameindustry is one of those important,high-tech economic drivers. Ourindustry generates over 25 billionin annual revenue, and directly andindirectly employs more than 120,000people with an average salaryfor direct employees of 90,000.”— Michael D. Gallagher, president and CEO,Entertainment Software Association[ iv ]

WHAT’S INSIDEWHO IS PLAYING234Who Plays Computer and Video Games?Who Buys Computer and Video Games?How Long Have Gamers Been Playing?AT PLAY444567889Who Plays Games Online?What Type of Online Game is Played Most Often?How Many Gamers Play on a Phone or Handheld Device?Parents and GamesDo Parents Control What Their Kids Play?Top Reasons Parents Play With Their KidsWhat Were the Top-Selling Game Genres in 2010?2010 Computer and Video Game Sales by RatingWhat Were the Top-Selling Games of 2010?THE BOTTOM LINE1011Sales InformationTotal Consumer Spend on Games Industry 2010WHO WE ARE1212About the ESAESA MembersOTHER RESOURCES13ESA PartnersThe 2011 Essential Facts About the Computer and Video Game Industry was released by the Entertainment Software Association (ESA)at E3 2011. The annual research was conducted by Ipsos MediaCT for the ESA. The study is the most in-depth and targetedsurvey of its kind, gathering data from almost 1,200 nationally representative households that have been identified as owningeither or both a video game console or a personal computer used[ 1 ] to run entertainment software.

WHO IS PLAYINGGAMER DEMOGRAPHICSWHO PLAYS COMPUTER AND VIDEO GAMES?72%of American householdsplay computer or video gamesThe average game player age is:3718%29%AGEof Game Players53%18% under 18 years53% 18-49 years29% 50 yearsIn 2011,29% of gamers were over the age of 50Being immersed in a video game, and having yourbrain stimulated, can encourage creative solutionsand adaptations. These beneficial ideas and thoughts can thenbe applied to real life situations. The results can be surprisinglypositive for individuals, communities, and society as a whole.”—Allen S. Weiss, M.D., president and CEO, NCH Healthcare System[2]

WHO IS PLAYINGGAMER DEMOGRAPHICS42%58%GENDERof Game Players58% male42% femaleWomen age 18 or older represent a significantly greater portion of thegame-playing population (37%) than boys age 17 or younger (13%)WHO BUYS COMPUTER AND VIDEO GAMES?The average age of the most frequent game purchaser is:41Of the most frequent game purchasers, 52% are male and 48% are female There are games now for pretty much every age, every demographic.”— Jesse Schell, professor of entertainment technology at Carnegie Mellon University33%of gamers say that playing computer or video games is theirfavorite entertainment activitySome of the top reasons why gamers purchase a computer or video game:quality of game graphics, an interesting storyline, a sequelto a favorite game, word of mouth[3]

AT PLAYHOW WE PLAY19% of most frequent game players pay to play online gamesTYPES OF ONLINE GAMES PLAYED MOST OFTEN:Other8%13%Puzzle, Board Game,Game Show, Trivia,Card GamesDownloadable Games11%47%PersistentMulti-Player Universe21%Action, Sports, Strategy, Role-Playing Gaming is productive. It produces positive emotion, stronger socialrelationships, a sense of accomplishment, and for players who are apart of a game community, a chance to build a sense of purpose.”—Jane McGonigal, PhD, author of Reality is Broken:Why Games Make Us Better and How They Can Change the World55% of gamers play games on their phones or handheld device65%of gamers play games with other gamers in person, an increasefrom 64% in 2010 and from 62% in 2009How long have gamers been playing?12is the average number of yearsadult gamers have been playingcomputer or video gamesAmong most frequent gamers, males average13 years of game playing, females average 10 years[4]

AT PLAYPARENTS AND GAMES91%86%of the time parents are presentat the time games arepurchased or rentedof the time children receivetheir parents’ permission beforepurchasing or renting a gameNine out of 10 parents pay attentionto the content of the games their children playParents See Positive Impact ofPlaying Computer and Video Games8070605040302010068%BELIEVE GAME PLAY PROVIDESMENTAL STIMULATION OREDUCATION57%BELIEVE GAME PLAY HELPSTHE FAMILY SPEND TIMETOGETHER54%BELIEVE GAME PLAY HELPSTO CONNECT WITHFRIENDS59%of parents believe that computer and video games providemore physical activity now than five years ago “Kids play video games for fun with the goal of progressingto the next level and eventually conquering the opponent,whether that’s another player or the computer. What’s more,the social aspect—sharing tactics, experiences, andexplanations—helps cement what they’ve learned.”-James Paul Gee, author of What Video Games Have to Teach usAbout Learning and Literacy[5]

AT PLAYPARENTS AND GAMES “Educational video games, handheld devices,and media production tools can allow young studentsto see how complex language and other symbolsystems attach to the world.”—Michael Levine, executive director,The Joan Ganz Cooney Center at Sesame Workshop98%86%of parents are confidentin the accuracy ofESRB ratingsof parents are awareof the ESRB rating systemDO PARENTS CONTROL WHAT THEIR KIDS PLAY?75%of parents believe that the parental controls available in allnew video game consoles are useful. Further, parents imposetime usage limits on video games more than any otherform of entertainment:80% of parents place time limits on video game playing74% of parents place time limits on Internet usage70% of parents place time limits on television viewing65% of parents place time limits on movie viewing[6]

AT PLAYPARENTS AND GAMES45%of parents play computer and video gameswith their children at least weekly,an increase from 36% in 2007TOP ➍ REASONS PARENTSPLAY WITH THEIR KIDS:➊Because they’re asked to: 85%➋It’s fun for the entire family: 84%➌It’s a good opportunity to socialize with the child: 81%➍It’s a good opportunity to monitor game content: 57% The U.S. entertainment software industry isat the forefront of innovation and education,turning what we have thought aboutvideo games on its head.”—Rep. Debbie Wasserman Schultz, (D-Fla),co-chair of the Congressional Caucus for Competitivenessin Entertainment Technology[7]

AT PLAYE RE SP A R E N T ST OAPN DS EGL AL MBest-Selling VIDEO GAME Super Genres by Units Sold, 2010Casual 5.2%Strategy 3.8%2.7% Other Games, Compilations21.7% ActionSport Games 16.3%7.5% Adventure0.2% ArcadeShooter 15.9%0.7% Children's Entertainment9.1% Family EntertainmentRole-Playing 7.7%3% Fighting0.4% FlightRacing 5.8%Source: The NPD Group/Retail Tracking Service2010 Computer and Video Game Sales by RatingBY UNITS SOLD44%EVERYONE(E)24%19.5%12.3%EVERYONE 10 TEEN(E10 )(T)MATURE(M)Source: The NPD Group/Retail Tracking ServiceBest-Selling COMPUTER GAME Super Genres by Units Sold, ort GamesFlightChildren's EntertainmentOther Games, CompilationsArcade20.3% amily Entertainment19.5% CasualSource: The NPD Group/Retail Tracking Service[8]

AT PLAYTOP SELLERSTOP 20 VIDEO GAMES OF 2010BY UNITS SOLDRank1234567891011121314151617181920TitleCALL OF DUTY: BLACK OPSMADDEN NFL 11HALO: REACHNEW SUPER MARIO BROS. WIIRED DEAD REDEMPTIONWII FIT PLUSJUST DANCE 2CALL OF DUTY: MODERN WARFARE 2ASSASSIN'S CREED: BROTHERHOODNBA 2K11BATTLEFIELD: BAD COMPANY 2SUPER MARIO GALAXY 2POKEMON SOULSILVER VERSIONMARIO KART W/WHEELJUST DANCENEW SUPER MARIO BROS DSDONKEY KONG COUNTRY RETURNSWII SPORTS RESORTFALLOUT: NEW VEGASFINAL FANTASY XIIIPlatform360, PS3, Wii, NDS360, PS3, Wii, PS2, PSP360Wii360, PS3WiiWii360, PS3360, PS3360, PS3, Wii, PS2, PSP360, PS3WiiNDSWiiWiiNDSWiiWii360, PS3360, PS3ESRB eryone 10 Everyone 10 EveryoneEveryoneEveryoneMatureTeenSource: The NPD Group/Retail Tracking ServiceTOP 20 SELLING COMPUTER GAMES OF 18141915201617181920CALL OF DUTY: BLACK OPS360, PS3, Wii, NDSMADDEN NFL 11360, PS3, Wii, PS2, PSPHALO: REACH360BY UNITS SOLDNEW SUPER MARIO BROS. WIIWiiTITLERED DEAD REDEMPTION360, PS3StarcraftII: Wings of LibertyWII FIT PLUSWiiWorldOf Warcraft:Cataclysm Expansion PackJUST DANCE2WiiTheSimsCALLOF 3DUTY: MODERN WARFARE 2360, PS3WorldOf Warcraft:of the Lich King S3CivilizationNBA 2K11 V360, PS3, Wii, PS2, PSPWorldOf Warcraft:EdBATTLEFIELD:BAD CataclysmCOMPANY 2Expansion Pack Collector's360, PS3TheSimsMARIO3: AmbitionsPackSUPERGALAXYExpansion2WiiWorldOf lOf Duty:OpsMARIOKARTBlackW/WHEELWiiTheSims3: High-End Loft StuffJUSTDANCEWiiBattlefield:CompanyNEW SUPERBadMARIOBROS 2DSNDSTheSims 3:LateCOUNTRYNight ExpansionDONKEYKONGRETURNSPackWiiWorldOf WarcraftWII SPORTSRESORTWiiTheSims 2NEWDoubleDeluxeFALLOUT:VEGAS360, PS3TheSims3: WorldXIIIAdventures Expansion PackFINALFANTASY360, PS3Starcraft II: Wings of Liberty Collector's EdMass Effect 2World Of Warcraft: Burning Crusade Expansion PackFallout New VegasStarcraft: Battle ChestSource: The NPD Group/Retail Tracking Service[9]MatureEveryoneMatureEveryoneESRB RATINGMatureTeenEveryoneTeenEveryone 10 TeenMatureTeenMatureEveryone10 eryoneTeenEveryone 10 en TeenTeenMatureTeenMatureMature

AT PLAYSALES INFORMATIONU.S. Computer and Video Game DOLLAR Sales GrowthDOLLARS IN BILLIONS1615.95.45.8Combined Dollar Sales(shown for 2009 and 2010)11.7.689.56.05.56.97.07.36.97.52000 2001 2002 2003 2004 2005 2006 2007 2008.79.99.42009*2010*Other DeliveryFormats**Computer GamesVideo GamesSource: The NPD 5.5Group/Retail Tracking Service; Games Industry: Total Consumer Spend164.8* Figures include total consumer spend3.715.9** Other delivery formats include subscriptions, digital full games, digital add-on content,2.6mobile apps, social network gaming, and other physical delivery. 2000-2008 figures aresales of new physical content at retail exclusively.U.S. Computer and Video Game UNIT Sales Growth1996 1997 1998 1999UNITS IN MILLIONS*20298.315194.8208.7224.3239.5 248.310243.1227.1 5267.8278.928.9257.22500COMBINED DOLLAR SALES (shown for years 2009 and 2010)Video GamesComputer GamesOther Delivery Formats24.6232.5Combined Computer andVideo Game Unit Sales(shown for 2009 and 2010)Computer GamesVideo Games1615.9COMBINEDDOLLARyears200720092008and 2010)200920002001 20022003SALES2004(shown2005for200620105.45.8Video GamesComputerGamesGroup/Retail Tracking Service; Games Industry: Total Consumer SpendSource:The NPD11.7Other DeliveryFormats* Figuresare salesof new physical content at retail exclusively.689.5.79.99.47.57.37.06.96.9[ 10 ]6.05.52009COMBINED COMVIDEO GAME U

THE BOTTOM LINETOTAL CONSUMER SPEND ON GAMES INDUSTRYTotal Consumer Spend on Games Industry 2010DOLLARS IN BILLIONSAccessories 2.94TOTAL:Hardware 6.29 15.90 Content 25.1BILLIONSource: The NPD Group/Games Industry: Total Consumer Spend This growing industry has generated more than120,000 jobs in over 34 states and is a major internationalplayer as well. It’s time Congress took notice.”—Rep. Kevin Brady (R-TX), co-chair of theCongressional Caucus for Competitivenessin Entertainment TechnologyRecent Digital* and Physical Sales Information20%24%80%76%TOTAL DIGITAL FORMATTOTAL PHYSICAL FORMAT20092010Source: The NPD Group/Games Industry: Total Consumer Spend“Digital format sales include subscriptions, digital full games, digital add-on content, mobile apps and social network gaming[ 11 ]