尼尔森-2018年游戏360报告（英文）-2019.1-44页.pdf.pdf

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1、NIELSEN GAMES GAMES 360 U.S. REPORT 20182Michael FlambergVice President and General Manager, Nielsen GamesGAMES 360 2018Change is inevitable and nowhere is that more so than in video games, where transformation can happen in the blink of an eye thanks to the velocity inherent in digital media. This

2、report marks the 9th year Nielsen Games has closely gauged the overarching consumer attitudes and economic trends that have shaped the industry. From this unique vantage point, weve been able to chart both the most recent developments and how they fit into the broader trajectory of the games industr

3、y as it continues to grow, steadily attracting new gamers and gaining wider mainstream acceptance.This past year, the sheer volume of digital titles gave gamers unprecedented choice, but the costs of developing and marketing those games have also grown. And although organic marketing methods have op

4、ened the doors to more consumers through a multitude of social channels, it has also added to the noise. At the same time, consumer preferences and expectations have shifted from a product-centric era to a relationship-centric model. In this crowded environment, having a strong brand is critical to

5、developing a long-term relationship with consumers that goes beyond merely transactional. Gamers increasingly want game experiences that are tailored to them, delivered by brands that understand their needs and whose core values match with their own.Amid the whirl of innovation and change, understan

6、ding the consumer perspective and what it means for your business is more important than ever. At Nielsen Games, our team is comprised of passionate gamers with proven experience assisting clients through actionable insights and tailored recommendations to help them succeed in this ever evolving ind

7、ustry. Were also uniquely positioned to combine our global expertise in entertainment and technology with our knowledge of games to give clients the important context and clarity needed to find opportunities and grow their businesses. This report represents an initial step towards gaining that cruci

8、al understanding. We hope it provides you with insights to guide your strategy in this vibrant and dynamic industry.“GAMERS INCREASINGLY WANT GAME EXPERIENCES THAT ARE TAILORED TO THEM, DELIVERED BY BRANDS THAT UNDERSTAND THEIR NEEDS AND WHOSE CORE VALUES MATCH WITH THEIR OWN”Copyright 2018 The Niel

9、sen Company3CONTENTS1 | GAMING INDUSTRY OVERVIEW Growth of the gaming audience2 | EVOLUTION OF THE GAMER Playing time, purchasing habits and the way gamers are using consoles3 | TRENDS TO WATCH 051529METHODOLOGYData collection Annual data for the Nielsen Games 360 Report is collected via consumer on

10、line surveys in Q1 of each year using Nielsens proprietary, high-quality ePanel in the United States.Sample Groups surveyed general population/teens/adults aged 13+: 2,000+ interviews among 50% male/50% female sample.Representivity Post-survey, raw data is weighted to ensure representation of the US

11、 general population based on U.S. Census data.New consoles, virtual and augmented reality, esports audience broadens, delivering past experiences to todays gamers4166%OF THE U.S. POPULATION (AGED 13+) ARE GAMERS.Copyright 2018 The Nielsen Company5In 2018, two-thirds of the U.S. population 13 years a

12、nd older are gamers, up from 58% in 2013. The steady growth of self-identified gamers illustrates how far the medium has evolved to become an integral component of the mainstream entertainment diet. This has as much to do with supply as demand. The past year has seen a bounty of new titles and exper

13、iences designed to appeal to a deeper and broader audience, continuing a decade-long trend of games designed to reach more types of people with varying gameplay preferences, platforms and interests.Nintendo continued to draw in a new generation of players with its accessible Switch console, launched

14、 in March 2017, and its broadly appealing titles, with Super Mario Odyssey and The Legend of Zelda: Breath of the Wild being among the most anticipated titles of 2017. Gamers were treated to more-powerful hardware in the form of the PlayStation 4 Pro and the Xbox One X, along with a slew of AAA rele

15、ases in all major genres, such as Call of Duty: WWII (shooter), FIFA 18 (sports), Horizon Zero Dawn (role playing and action-adventure) and PlayerUnknowns Battlegrounds (battle royale). Meanwhile, PC and mobile platforms served up a smorgasbord of titles for every demographic in between with Opus Ma

16、gnum, Fortnite and Lineage 2 Revolution.INDUSTRY OVERVIEWGROWTH OF THE GAMING AUDIENCE2014 I 61%2015 I 63%2016 I 63%2017 I 64%2018 I 66%2013 I 58%PERCENTAGE OF GAMERS6More players are consolidating their gaming to one or two platforms, with fewer gamers saying they played on three platforms. This co

17、uld be due to influx of more casual gamers who start off on one console before later exploring other platform options. It could also be the result of more established gamers gravitating to one platform experience after having sampled multiple options.WHERE ARE GAMERS PLAYING? % of gamers who play on

18、 two device types% of gamers who play on three device types% of gamers who play on only one device typePLATFORM PLAYERSHIP % OF CONSUMERS (AGED 13+)41% of the general population, aged 13+, are mobile/tablet players.DEVICE TYPEConsolesMobile/TabletComputer38%18%17%42%38%38%48%13%46%40%201620172018Cop

19、yright 2018 The Nielsen Company760%40%2018CONSOLE PLAYERS GAMING ON MOBILE/TABLET DEVICES WHICH OF THE FOLLOWING, IF ANY, DO YOU PERSONALLY PLAY GAMES ON? % OF CONSOLE GAMERS (AGED 13+)Gaming on a mobile or tabletThe majority of console players (60%) continue to embrace mobile and tablet gaming, alb

20、eit at a slightly lower rate than in 2017, when 62% of console gamers also played on mobile or tablet devices. Looking at the long-term trend, mobile and tablet gaming has gained ground overall, rising from 46% in 2013 to 60% in 2018, signalling sustained health in the mobile-gaming ecosystem.MOBILE

21、 AND TABLET46%54%201350%50%201457%43%201566%34%201662%38%2017Not gaming on a mobile or tablet8PLATFORM PREFERENCE AMONG GAMERSWHICH OF THE FOLLOWING DO YOU MOST PREFER TO PLAY GAMES ON? % OF CONSOLE, PC AND MOBILE/TABLET GAMERS (AGED 13+)The blockbuster launch of Nintendos Switch console, along with

22、 releases of more-powerful versions of so-called 8.5 gen consoles, including Sonys PlayStation 4 Pro and Microsofts Xbox One X, likely cut into the popularity of PC gaming. In addition, the computers tradition as a platform for more avid gamers may have contributed to its decline in share of overall

23、 preference as new gamers enter the market. Nevertheless, the PC historically has a core group of players who passionately prefer the platform for gaming.PLATFORM PREFERENCESGAMING CONSOLEXbox One X, PlayStation 4, Wii U, Xbox 360, Wii, PlayStation 3, Switch, etc.MOBILE DEVICE Smartphone or tabletCO

24、MPUTER47%49%2017201826%30%27%21%Copyright 2018 The Nielsen Company9INCREASING OVERALL AWARENESS OF CONSOLESHistorically, each console launch is typically supported by advertising and marketing campaigns that go into the hundreds of millions of dollars. Last year saw the release of two new consolesth

25、e Nintendo Switch and the Xbox One X. Ads flooding mainstream channels, including Nintendos Super Bowl advertising debut spot in 2017, have boosted awareness across gamers and non-gamers alike of nearly all major gaming consoles in the market. Awareness among the general population of the Nintento S

26、witch, for example, more than doubled year-on-year, while those who have heard of the Xbox One X nearly tripled. Overall, 86% of the general population age 13 years or older in 2018 have heard of at least one of the current generation consoles, up from 82% a year earlier.10AWARENESS OF CURRENT GENER

27、ATION CONSOLES59%Xbox One X54%Xbox One /Xbox One S48%Nintendo Switch72%PlayStation 4 29%PlayStation 4 Pro14%None of the above37%PlayStation 4 Pro66%Xbox One X64%Xbox One /Xbox One S78%PlayStation 4 58%Nintendo Switch7%None of the abovePlayStation 4 Pro15%Nintendo Switch29%Xbox One X45%PlayStation 4

28、60%35%Xbox One /Xbox One S28%None of the aboveGENERAL POPULATION (AGED 13+)GAMERS (AGED 13+)NON-GAMERS (AGED 13+)Copyright 2018 The Nielsen Company11Microsoft Corp.s November 2017 launch of the Xbox One Xbilled as “the worlds most powerful console”significantly elevated the devices profile, particul

29、arly among avid gamers who already own an 8th Gen console (Xbox One, Nintendo Switch, PlayStation 4) and are looking for an upgrade. To tap into that demand, console manufacturers launched mid-cycle updates to their 8th Gen devices with Sony introducing the PlayStation 4 Pro in November 2016, follow

30、ed a year later by Microsoft with the Xbox One X. While more powerful and more expensive than their earlier counterparts, these updated consoles use the same operating system as their base counterparts, allowing consumers to play their existing library of games on the upgraded device. Nevertheless,

31、PlayStation 4 and PlayStation 4 Pros positions as the overall market leaders have helped them to gain appeal in 2018 among owners of prior generation consoles looking to enter the current generation.Although the fervor for the Switch has somewhat diminished a year after the consoles launch, it conti

32、nues to perform well, selling 14.9 million units worldwide in the first 10 months of launching, according to Nintendo, making it one of the fastest-selling game consoles in history.General Population (Aged 13+)Gamers (Aged 13+)20%14%Microsoft Xbox One/ Xbox One S23% 16%Nintendo Switch24% 17%Sony Pla

33、yStation 422%14%Sony PlayStation 4 Pro22%15%Microsoft Xbox One XHOW LIKELY ARE YOU, OR ANYONE ELSE IN YOUR HOUSEHOLD, TO BUY EACH OF THE FOLLOWING GAME SYSTEMS?*DEFINITELY/ PROBABLY WILL BUY12Among the most pronounced and historically persistent characteristics of the gaming population is the divide

34、 between PC gamers and console gamers. Those who prefer to play on consoles have a strong preference for physical packaged media, but tend to spend less time playing than players who prefer PCs. The opposite is true of PC gamers, who vastly prefer digital media and who tend to spend more time playin

35、g games. PC gamers also tend to spend more money on games than console gamers. Over the past year, however, those preferences have become slightly less pronounced as publishers continue to enhance the appeal of their digital shops with more titles and improved user experiences. Spending on games jum

36、ped significantly across all player groups in 2018 compared to 2017, except for console gamers who preferdigital purchases. Meanwhile, time spent on games declined for all player groups except for PC gamers who prefer physical discs. PHYSICAL VS DIGITAL Copyright 2018 The Nielsen Company13VIDEO GAME

37、 FORMAT PREFERENCEConsole Gamers (Aged 13+)66%34%PC Gamers (Aged 13+)29%71%Prefer PhysicalPrefer DigitalWHICH OF THE FOLLOWING TYPES OF CONSOLE GAMES/COMPUTER GAMES DO YOU MOST PREFER?WEEKLY GAMING HOURS OVERALL GAMING TIME5.06.4Console Gamers (Aged 13+)PC Gamers (Aged 13+)6.07.6Prefer PhysicalPrefe

38、r DigitalIN A TYPICAL WEEK, HOW MANY HOURS OF YOUR LEISURE TIME DO YOU PERSONALLY SPEND ON VIDEO GAMES?MONTHLY $ SPEND ON VIDEO GAMES PC Gamers (Aged 13+)$38$15$23$15Console Gamers (Aged 13+)Prefer PhysicalPrefer DigitalIN A TYPICAL MONTH, ABOUT HOW MUCH MONEY DO YOU SPEND ON VIDEO GAMES?142Gamers a

39、re spending about the same amount of their leisure time as last year playing video games or engaging in esports activities.Copyright 2018 The Nielsen Company15Gamers have devoted a remarkably stable portion of their leisure time to video game activities over the years. This year, gamers are spending

40、 11% of their leisure time either playing video games or engaging in esports.As in past years, gaming time falls behind time spent on television programming, movies and Internet activities, which include social networking. Interestingly, time spent on in-person social activities captured more share

41、this year among gamers, pointing to a potential for content creators to further engage gamers through social or group play experiences. EVOLUTION OF THE GAMERPLAYING TIME, PURCHASING HABITS AND THE WAY GAMERS ARE USING CONSOLES11%OF U.S. GAMERS LEISURE TIME IS SPENT ON VIDEO GAMES.1611%2018OVERALL T

42、IME SPENT GAMING IN A TYPICAL WEEK, ABOUT HOW MANY HOURS OF YOUR LEISURE TIME DO YOU SPEND ON VIDEO GAMES?11%201312%201412%201711%201511%2016SHARE OF WEEKLY LEISURE HOURS, GAMERS (AGED 13+) Copyright 2018 The Nielsen Company17Internet (General WHAT ARE THE MAIN REASONS FOR THIS REDUCTION? (GAMERS, A

43、GED 13+)29% I play free games or trials28% Games I currently own keep me engaged 21% There hasnt been a new video game that Ive been interested in 20% I typically wait for games to be discountedCopyright 2018 The Nielsen Company25Viewership in gameplay videos, once considered niche, has grown consid

44、erably in recent years, with millions of viewers tuning in to both livestreamed gaming and pre-recorded videos. When it comes to watching gaming content, fans continue to turn to YouTube as their main source of video, with nearly seven out of ten gamers this year turning to YouTube and its livestrea

45、ming YouTube Gaming service, launched in 2015. This year, Twitch continued to gain momentum after having overtaken GameSpot in 2017 as the second-most popular source of gameplay videos. WATCHING GAMING CONTENT69%OF GAMERS WATCH GAMING-RELATED CONTENT ON YOUTUBE.26WHERE DO YOU TYPICALLY GO TO WATCH/V

46、IEW ANY OF THE FOLLOWING TYPES OF GAMING-RELATED VIDEO? AMONG GAMERS (AGED 13+) WHO HAVE WATCHED GAMING-RELATED VIDEOS IN THE LAST 12 MONTHSTOP 5 VIDEO SERVICES2017YouTube 70%Twitch 19%ESPN 17%GameSpot 17%IGN 15%1.2.3.4.5.2018YouTube 69%Twitch 21%GameSpot 19%ESPN 19% Steam 14%1.2.3.4.5.Copyright 201

47、8 The Nielsen Company27WHICH OF THE FOLLOWING SOCIAL NETWORKING SITES, IF ANY, ARE YOU A MEMBER OF?SOCIAL MEDIA MEMBERSHIPFacebook79%82%Twitter40%47%Instagram45%51%Pinterest41%43%General Population (Aged 13+)Gamers (Aged 13+)Gamers generally are more likely to be members of social media than the gen

48、eral population, favoring Facebook as their top social media destination. This year, Instagram overtook Twitter in popularity, claiming 51% of gamers compared to Twitters 47%.Snapchat29%33%283Copyright 2018 The Nielsen Company29To unlock more value for players for each generation of hardware, manufa

49、cturers have introduced mid-cycle launches. Sony kicked off the latest upgrade cycle with its PlayStation 4 Pro, followed by Nintendos release of the Switch and Microsofts debut of the Xbox One X. The PlayStation 4 Pro and the Xbox One X use the same operating system as their base counterparts, allowing consumers to play their existing library of games on the upgraded device. Gamers, however, have been slow to e