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Attitudes toward Gaming - Canada - August 2017

Published By :

Mintel

Published Date : Aug 2017

Category :

Software

No. of Pages : N/A

The video game console hardware market has not seen growth in volume sales for several years. However, this represents an evolution of the video game market where brands in the category are putting emphasis on software and online services. The rise of mobile gaming (ie smartphones, tablets) is challenging dedicated gaming consoles for software/game market share and will only accelerate as ownership of mobile devices increases.

Table of contents

OVERVIEW
What you need to know
Definitions
EXECUTIVE SUMMARY
The issues
Gender gap evident with certain platforms
Figure 1: Video gaming devices used (select), by gender, June 2017
Reviews can sway gamers
Figure 2: Attitudes towards reviewing video games, June 2017
Some have lost interest in gaming
Figure 3: Negative attitudes towards gaming, June 2017
The opportunities
Younger consumers much more likely to game
Figure 4: Video gaming devices used, 18-44s vs over-45s, June 2017
Many are dedicated gamers
Figure 5: Attitudes towards gaming industry, June 2017
A share of consumers enjoy watching others game
Figure 6: Video game watching related attitudes towards gaming, June 2017
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Console market evolving though still cyclical
Younger consumers will aid in boosting growth
Smartphone gaming a positive for game sales
Financial worries can lead to frugal spending patterns
MARKET SIZE AND FORECAST
Console market evolving, though still cyclical
Figure 7: Total volume sales of games hardware, Canada, 2011-22
Figure 8: Total volume sales of games hardware, Canada, 2011-22
Forecast methodology
MARKET FACTORS
Younger consumers will help category growth
Figure 9: Projected trends in the age structure of the Canada population, 2014-19
Smartphone gaming a boon for game sales
Financial concerns can lead to frugal spending habits for some
KEY PLAYERS – WHAT YOU NEED TO KNOW
Pre-order and save on Amazon
Offers on gaming hardware and online services
Marketing new and innovative gaming systems
Smartphone gaming leading the way
Some consoles struggling to gain traction
Leading brands go down separate paths
MARKETING AND ADVERTISING
Pre-order and save on Amazon
Figure 10: Amazon.ca, acquisition e-mail, June 2017
Figure 11: Amazon.ca, acquisition e-mail, June 2017
Offers on video game hardware and online gaming services
Figure 12: Costco, Xbox One, acquisition e-mail, June 2016
Highlighting new and innovative gaming systems
Figure 13: Nintendo Switch, online advertisement, March 2017
WHAT’S WORKING?
Smartphone gaming leading the way
Online services boost gaming brand revenue
WHAT’S STRUGGLING?
Some consoles are struggling to gain traction
WHAT’S NEXT?
Leading brands go down different paths
New consoles and innovations in gaming
THE CONSUMER – WHAT YOU NEED TO KNOW
Close to three quarters played video games
Men and younger groups more likely to game
Most typically play puzzle games
Near two thirds view a typical gamer as competitive
A notable share are dedicated players
Family and friends can be influential
VIDEO GAMING DEVICES USED
Near three quarters played video games
Figure 14: Video gaming devices used, June 2017
The gender gap more apparent with certain platforms
Figure 15: Video gaming devices used (select), by gender, June 2017
Younger consumers are biased towards gaming
Figure 16: Video gaming devices used, 18-44s vs over-45s, June 2017
Lower income groups more likely to play video games
Figure 17: Video gaming devices used, by income group, June 2017
Most games are played on a couple platforms
Figure 18: Repertoire of video gaming devices used by those who played, June 2017
Figure 19: Repertoire of video gaming devices used by those who played, by age, June 2017
VIDEO GAME GENRES PLAYED
Most typically play puzzle games
Figure 20: Video game genres played by gamers, June 2017
Preferences differ by gender
Figure 21: Video game genres played, by gender, June 2017
Over-45s more likely to play puzzle and digital card/board games
Figure 22: Video game genres played, 18-44s vs over-45s, June 2017
PERCEPTION OF GAMERS
Close to two thirds view a typical gamer as competitive
Figure 23: Perception of a typical gamer, June 2017
Self-perception more focused on dedication and curiosity
Figure 24: Differences in perception, self vs others, June 2017
ATTITUDES TOWARDS GAMING AND PROMOTIONAL CONTENT
A sizeable share are dedicated gamers
Figure 25: Attitudes towards gaming industry, June 2017
Some have reservation towards gaming
Figure 26: Negative attitudes towards gaming, June 2017
Some enjoy watching popular gamers play
Figure 27: Video game watching related attitudes towards gaming, June 2017
Family and/or friends can be influential
Figure 28: Attitudes towards video game advertising, June 2017
Reviews can make a difference
Figure 29: Attitudes towards reviewing video games, June 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations

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