GAMINGTRENDS

DEMOGRAPHICSHIFTS

WHO PLAYS COMPUTER AND VIDEO GAMES?

65%OF AMERICAN HOUSEHOLDS

PLAY COMPUTER VIDEO GAMES

Source: ESA "Essential Facts", 2008 3|57

COMING UP NEXT

A societyborn in gaming

Image: PlayStation 2 "Baby" 4|57

SHIFT IN AGES: FROM THE 1970s TO THE MID-1990s

Tweens & Teenagersreigning supreme

Image: PlayStation 3 "God" 5|57

SHIFT IN AGES: THE EMERGENCE OF THE PLAYSTATION

Change of focus:18-35 years old core

male gamers

Image: PSP "Blind" 6|57

SHIFT IN AGES: TODAY

Age of U.S. game playersToday, the average game player age is 32

25%under 18years

49%18-49 years

26%over 50years

Source: ESA, 2008 + IGN’s "Are You Game" from November 2008 7 | 57

SHIFT IN AGES: TODAY

Age of U.S. game players

20% 45-54 years

20% 35-44 years

27% 25-34 years

16% 18-24 years

17% 12-17 years

New gamers(<2 years)

17% 45-54 years

20% 35-44 years

22% 25-34 years

19% 18-24 years

22% 12-17 years

Established gamers(>2 years)

Source: IGN’s "Are You Game" from November 2008 8 | 57

SHIFT IN GENDER: THE GIRL POWER

Gender of U.S.game players

40%Female

60%Male

Source: ESA "Essential Facts", 2008 | Image: Nintendo DS Lite "Woman" 9 | 57

SHIFT IN AGES: TODAY

Age of U.S. game players

20% 45-54 years

20% 35-44 years

27% 25-34 years

16% 18-24 years

17% 12-17 years

New gamers(<2 years)

17% 45-54 years

20% 35-44 years

22% 25-34 years

19% 18-24 years

22% 12-17 years

Established gamers(>2 years)

Source: IGN’s "Are You Game" from November 2008 8 | 57

SHIFT IN BEHAVIOR

The way we consume video games today has changed.People don’t spend hours playing video games anymore.

Image: Lego "PlayStation" 10 | 57

SHIFT IN BEHAVIORWHAT DOES Wii’S SUCCESS TEACH US?

Create devotees out ofpeople who didn’t considerthemselves as gamers

(and who, often, still don’t)

11 | 57

SHIFT IN BEHAVIORWHAT DOES Wii’S SUCCESS TEACH US?

A strategy of "and"Hard core & Casual

12 | 57

SHIFT IN BEHAVIORMAINSTREAM GAMES EVOLVING TO SEDUCE CASUALS

13 | 57

SHIFT IN BEHAVIORTHE EMERGENCE OF SOCIAL GAMING

59%OF GAMERS PLAY

WITH OTHER GAMERSIN PERSON.

Source: ESA "Essential Facts", 2008 | Visual: PlayStation 2 "Mould" 14 | 57

GAMINGUBIQUITY

GAMES ARE ENJOYED ON ANINCREASINGLY DIVERSE ARRAY OF SCREENS

16 | 57

GAME & WATCH:CONSOLES ORMEDIA HUBS?

GAMING IS PROGRESSIVELY MOVINGFROM THE BEDROOM TO THE LIVING ROOM

18 | 57

FROM GAMING CONSOLES TOSCHIZOPHRENIC ENTERTAINMENT HUBS

Gaming hardwareTechnology toyMusic platformTV/Set-top boxBlu-Ray playerOnline videoPhoto albumWeb browsing

19 | 57

THE CONVERGENCE OF ENTERTAINMENT

Media initiativesXbox Video Marketplace

Netflix partnershipBBC iPlayerPS3 PlayTV

etc.

20 | 57

CONNECTEDGAMING

NEXT GENERATION IS NOT DEFINED BYTECHNOLOGY BUT CONNECTIVITY/COMMUNITY

76%OF USERS AREONLINE GAMERS

70%OF USERS AREONLINE GAMERS

70%OF USERS AREONLINE GAMERS

40%HAVE AN XBOX LIVEGOLD ACCOUNT(VS. 10% ON XBOX 1)

Sources: NPD Study, October 2007 | ESA, 2008 22 | 57

THE NEW GENERATION OF CONSOLES IS NOT DEFINED BYTECHNOLOGY BUT BY CONNECTIVITY/COMMUNITY

49%OF GAMERS PLAY

GAMES ONLINE ATLEAST ONE HOURPER WEEK

Source: NPD Study, October 2007 | ESA, 2008 23 | 57

MOST RECENT GAMES ARE ONLINE-ENABLED

Image: Grand Theft Auto 4 24 | 57