VIDEOGAMES IN EUROPE:

VIDEOGAMES IN EUROPE: CONSUMER STUDY November 2012

[ 2 ] INTRODUCTION CONTENTS INTRODUCTION Research overview 3 Gaming formats and devices covered 3 SUMMARY Infographic results summary 4 Key headlines 5 GAMING: WHO, WHAT AND HOW? Who plays videogames? 7 Frequency of gaming 8 Types of games played 9 Devices used to play games 11 Online gaming 12 PERCEPTIONS OF GAMING Interest in gaming 14 Broader media and activities interest 15 Words associated with different media/activities 17 GAMING AND THE FAMILY Parents and children who play games 20 Words associated with gaming: Parents 21 The effect of games on children 22 SUPERVISION Parental supervision of children s gaming 24 Use of parental controls 27 PEGI RATING SYSTEM Awareness, usefulness and clarity of rating systems 29 How rating systems should be applied 30

INTRODUCTION [ 3 ] RESEARCH OVERVIEW The European Consumer Study is a multicountry survey run by Ipsos MediaCT, in partnership with the Interactive Software Federation of Europe (ISFE). It is designed to provide a better understanding of the societal context in which games are being played today in 16 European countries. The study used a combination of online self-completion survey and offline interviews and targeted respondents aged between 16 and 64. For the purposes of this report, Gamers are defined as anyone who has played a game on any of the devices and formats listed below in the past 12 months. In, 1,319 respondents completed an online survey over a two week period in October 2012. The data was weighted to a profile of online gamers using data from an offline omnibus survey. GAMING FORMATS AND DEVICES COVERED APPS FREE APPS PAID APPS PAID EXTRAS ONLINE SOCIAL FREE DOWNLOAD PAID DOWNLOAD PAID EXTRAS MULTIPLAYER WEBSITE PACKAGED (DISC/CARTRIDGE) NEW PRE OWNED RENTAL CONSOLE PORTABLE MOBILE TABLET COMPUTER

[ 4 ] SUMMARY OVERVIEW OF GAMING 41% of the online population aged 16 to 64 years old in have played a game in the past 12 months PERCEPTIONS OF GAMING Very interested Fairly interested Not very interested Not at all interested Don t know 8% 52% 48% 51% 15% 26% TYPES OF GAMES PLAYED: BY AGE AND GENDER ANY Video Gaming ANY Packaged ANY Apps ANY Online 28% 18% 16% 24% 9% 20% 16% 11% 23% 31% 29% 35% 34% 41% 40% 43% 51% 56% 60% 71% TOTAL Males 16-34 Males 35-64 Females 16-34 Females 35-64 76% Not very/at all interested 23% Fairly/very interested TOP 3 WORDS ASSOCIATED WITH GAMING ALL ONLINE GAMERS 1 Fun 31% 50% 2 Entertaining 22% 33% 3 Good at providing escapism 21% 33% GAMING AND THE FAMILY 61% of parents have children who play games 30% Parents 70% Non parents 39% Play games with their children 22% 39% Don't play games with their children Their children don't play games EFFECT OF GAMES ON CHILDREN: PARENTS OF CHILDREN WHO PLAY GAMES More No difference Less Don't know PEGI RATING SYSTEM 46% aware of PEGI age rating symbols 28% aware of PEGI content symbols 74% agree PEGI ratings should apply to app games 74% agree PEGI ratings should apply to games on social network sites Have fun Competitive Develop skills Spend time alone Aggressive Creative Social Informed 63% 62% 60% 58% 48% 33% 25% 21% 21% 20% 38% 17% 17% 18% 14% 19% 17% 23% 15% 35% 10% 37% 52% 35% % AGREE WITH STATEMENT THE MOST The age rating system for videogames should be stricter 35% overall than that used for movies The age rating system for videogames and movies 44% should be the same The age rating system for movies should be stricter 5% overall than that used for videogames 17% Don t know

SUMMARY [ 5 ] KEY HEADLINES 1 Incidence of gaming amongst the online population is at 41% The largest gamer group is males aged 35-44, although the profile of gamers is fairly evenly distributed across age and gender. Online is the most popular form of gaming amongst the online population in. 1 in 4 adults are playing games on a weekly basis. For non-gamers, a lack of interest in the category is the main barrier. 2 23% of the online population are very or fairly interested in gaming Gaming is perceived as a fun and entertaining activity by the overall online population. A higher percentage of gamers than non-gamers are interested in nearly all of the activities. There is a strong interest in technology amongst gamers (75% vs. 48% non-gamers). Gamers are also more likely to be interested in going out to bars and clubs (48% vs. 24% non-gamers) and taking part in sport (59% vs. 42% non-gamers). 3 39% of parents play games with their children Health/fitness and educational benefits are acknowledged by a 12-14% of parents playing games with their children. Many parents see gaming as having a positive impact on their child(ren). 60% believe gaming helps their child develop their skills more. A third believe it encourages them to be more creative, while 6 in 10 say it encourages them to spend time alone. 4 The majority of children aged 6-15 are buying or receiving games 1 in 4 parents of children aged 10-15 never buy that child s games. The same is true for 1 in 10 parents of children aged 6-9. 2 in 5 parents of children aged 10-15 describe themselves as not at all or not very knowledgeable about the games that child plays. 4 in 10 children aged 6-9 and half of children aged 10-15 are sometimes/often playing games with an age rating higher than their age. 5 46% of the online population recognise PEGI age rating symbols Three quarters agree that PEGI ratings should be applied to app games and games on social network sites, as well as packaged games. 35% believe that the age rating system for games should be stricter than movies.

[ 6 ] GAMING: WHO, WHAT AND HOW?

GAMING: WHO, WHAT AND HOW? [ 7 ] WHO PLAYS VIDEOGAMES? (ALL ONLINE RESPONDENTS) 41% of the online population aged 16 to 64 years old in have played a game in the past 12 months 52% 48% 5% 16-19 5% 6% 20-24 5% 12% 25-34 11% 15% 35-44 13% 8% 45-54 9% 5% 55-64 4% Incidence of gaming amongst the online population in is at 41%. The largest gamer group is MALES AGED 35-44, although the profile of gamers is fairly evenly distributed across age and gender.

[ 8 ] GAMING: WHO, WHAT AND HOW? FREQUENCY OF GAMING (ALL ONLINE RESPONDENTS) 25% Weekly Never 59% 9% 7% Monthly Less frequently TOP 5 REASONS FOR NOT GAMING 1 Not interested in them 62% 2 More interested in other hobbies 34% 3 No time to play them 21% 4 Too old to play them 15% 5 Don t have a console at home 11% TYPES OF GAMES PLAYED (ALL ONLINE RESPONDENTS) ANY Video Gaming ANY Packaged ANY Apps ANY Online Downloads Social Websites Multiplayer Online 9% 18% 20% 19% 19% 17% 34% 41% 1 in 4 adults are playing games on a weekly basis. For non-gamers, a lack of interest in the category is the main barrier. ONLINE is the most popular form of gaming amongst the online population in.

GAMING: WHO, WHAT AND HOW? [ 9 ] TYPES OF GAMES PLAYED: BY AGE AND GENDER ANY Video Gaming ANY Packaged ANY Apps ANY Online Downloads Social Websites Multiplayer Online 41% 35% 28% 18% 40% 16% 24% 9% 20% 43% 16% 31% 11% 34% 29% 23% 19% 36% 15% 28% 12% 19% 31% 13% 33% 13% 17% 30% 13% 27% 11% 9% 22% 6% 10% 5% 71% 56% 60% 51% TOTAL Males 16-34 Males 35-64 Females 16-34 Females 35-64 Across nearly all categories gamers are most commonly MALES AGED 16-34, with the dominance most pronounced in Packaged games (40% vs. 18% Total). FEMALES AGED 16-34 are more active in all forms of gaming than males 35-64. The incidence of SOCIAL gaming is slightly higher amongst females in the 16-34 age group (33% vs. 31% males).

[ 10 ] GAMING: WHO, WHAT AND HOW? GAMES PLAYED: FREE OR PAID FOR (ALL ONLINE RESPONDENTS) % of the online population playing each type of game Apps Multiplayer online Downloads 20% 9% 19% Free 19% Paid for 6% Free 6% Paid for 3% *Paid for game Paid for 3% *Paid to play online Free 17% Paid for 7% TYPES OF VIDEOGAMES PURCHASED IN THE LAST 12 MONTHS (ALL ONLINE RESPONDENTS) 28% Have bought a game 17% New games on disc or cartridge 9% Secondhand games on disc or cartridge 6% Games apps 4% Online games (download/subscription/extras) Around a quarter of those playing APP games have played a game that was paid for. For DOWNLOADS, the number is closer to 1 in 3. 28% of the online population have bought a game in the last 12 months.

GAMING: WHO, WHAT AND HOW? [ 11 ] DEVICES USED TO PLAY GAMES (ALL ONLINE RESPONDENTS) NET Console: 24% NET Portable games device: 15% NET Computer: 34% NET Mobile device: 25% 11% 7% 14% 10% 9% 3% 6% 4% 24% 25% 3% 11% 23% 4% MOST USED (ALL GAMERS) PC Laptop PS3 Wii iphone 20% 20% 9% 9% 7% MOST USED (AMONGST PARENTS WHO PLAY GAMES WITH THEIR CHILDREN) PC Laptop Wii Nintendo DS iphone 17% 16% 14% 7% 7% COMPUTERS (laptops and PCs) are the most commonly used devices for gaming. 23% have used a SMARTPHONE to play a game in the past 12 months, more than any of the individual gaming devices. Computers are also the most used device amongst those gaming, although the Wii is relatively popular amongst parents who play games with their children.

[ 12 ] GAMING: WHO, WHAT AND HOW? 82% of gamers play games online WHEN PLAYING CONNECTED TO THE INTERNET, WHO DO YOU PLAY WITH? (ALL GAMERS) 32% Always play on my own 24% Play on my own most of the time 18% Sometimes on my own/sometimes with other online players 5% Play with other online players most of the time 3% Always play with other online players 17% Never play games online WHEN PLAYING WITH OTHERS ONLINE, WHO ARE THE OTHERS? 42% Friends (met in real life) 37% Online strangers 31% Friends (not met in real life) 30% Family/relatives

PERCEPTIONS OF GAMING [ 13 ]

[ 14 ] PERCEPTIONS OF GAMING INTEREST IN GAMING (ALL ONLINE RESPONDENTS) 8% 15% 23% Fairly/very interested 76% Not very/at all interested 51% 26% Very interested Fairly interested Not very interested Not at all interested Don t know WORDS ASSOCIATED WITH GAMING: TOP 5 SELECTED ALL ONLINE GAMERS 1 Fun 31% 50% 2 Entertaining 22% 33% 3 Good at providing escapism 21% 33% 4 Competitive 18% 28% 5 Immersive 13% 24% 23% of the online population say they are very or fairly interested in gaming. Gaming is perceived as a FUN activity by the majority of gamers. A third of gamers also consider gaming to be ENTERTAINING and GOOD AT PROVIDING ESCAPISM.

PERCEPTIONS OF GAMING [ 15 ] BROADER MEDIA AND ACTIVITIES INTEREST: (FAIRLY/VERY INTERESTED) All Males 16-34 Males 35-64 Females 16-34 Females 35-64 Travelling 84% 83% 84% 88% 84% Film 83% 85% 79% 87% 85% Internet News/current affairs 80% 92% 76% 93% 75% 78% 70% 83% 69% 79% Music Television 78% 87% 71% 93% 75% 68% 62% 66% 73% 71% The latest technology Literature/art 59% 77% 68% 61% 44% 58% 42% 48% 65% 70% Sport (taking part) Going out to bars/clubs 49% 67% 50% 55% 39% 34% 63% 25% 55% 22% Gaming News about celebs/famous 23% 55% 17% 30% 13% 19% 18% 8% 28% 24%

[ 16 ] PERCEPTIONS OF GAMING BROADER MEDIA AND ACTIVITIES INTEREST: DIFFERENCE BETWEEN GAMERS AND NON-GAMERS All Gamers Non-gamers Travelling Film 84% 87% 83% 83% 89% 79% Internet 80% 91% News/current affairs 73% 78% 77% 78% Music Television 78% 84% 73% 68% 73% 65% The latest technology Literature/art 59% 75% 48% 58% 57% 58% Sport (taking part) Going out to bars/clubs 49% 59% 42% 34% 48% 24% Gaming News about celebs/famous 23% 48% 5% 19% 24% 15% A higher percentage of gamers than non-gamers are interested in nearly all of the activities. There is a strong interest in TECHNOLOGY amongst gamers (75% vs. 48% non-gamers). Gamers are also more likely to be interested in GOING OUT to bars and clubs (48% vs. 24% nongamers) and taking part in SPORT (59% vs. 42% non-gamers).

PERCEPTIONS OF GAMING [ 17 ] WORDS ASSOCIATED WITH MEDIA/ACTIVITIES (ALL ONLINE RESPONDENTS) Entertaining Immersive Good at providing escapism Sociable Informative/educational Fun Family orientated Competitive Travelling Film 35% 50% 46% 42% 51% 54% 54% Internet 32% 40% 38% 10% 18% 43% 47% News/current affairs 31% 18% 36% 32% 46% 37% 19% Music 6% 4% 8% 5% 15% 62% 13% Television 37% 42% 41% 24% 11% 40% 41% The latest technology 28% 11% 28% 9% 35% 26% 39% Literature/art 14% 22% 10% 12% 37% 20% 12% 14% 24% 37% 22% 13% 51% 14% 33% Sport (taking part) Going out to bars/clubs 34% 29% 37% 37% 10% 34% 35% 33% 35% Gaming 24% 56% 34% 6% News about celebs/famous 22% 13% 21% 6% 31% 10% 18% 5% 4% 9% 4% 15% Most commonly selected category for each word

[ 18 ] PERCEPTIONS OF GAMING WORDS ASSOCIATED WITH GAMING: DIFFERENCE BETWEEN GAMERS AND NON-GAMERS Gamers Non-gamers 18 50 15 33 13 33 10 28 Fun Entertaining Good at providing escapism Competitive 6 24 20 12 3 Immersive Family orientated Sociable Informative/ educational A fifth of gamers describe gaming as a FAMILY ORIENTATED activity, an aspect that is rarely acknowledged by non-gamers. Only 18% of non-gamers consider gaming to be a FUN activity.

GAMING AND THE FAMILY [ 19 ]

[ 20 ] GAMING AND THE FAMILY PARENTS AND CHILDREN WHO PLAY GAMES (ALL ONLINE RESPONDENTS) 61% of parents have children who play games 30% Parents 70% Non parents 39% Play games with their children Don't play games with 22% their children Their children don't play games Don't know 39% REASONS PARENTS PLAY GAMES WITH THEIR CHILDREN They ask me to It s a fun activity for all the family To spend time with them I enjoy playing with them 32% 29% 28% 26% To monitor what games they play Educational benefits To monitor how long they play for Health and fitness benefits 17% 14% 13% 12% 6 in 10 parents have children that play games. The majority of these play with their children (39% parents play games with their children vs. 22% don t). The most common reason parents play games with children is because THEY ARE ASKED TO. HEALTH/FITNESS and EDUCATIONAL benefits are acknowledged by a 12-14% of parents playing games with their children.

GAMING AND THE FAMILY [ 21 ] WORDS ASSOCIATED WITH GAMING: DIFFERENCE BETWEEN PARENTS OF CHILDREN WHO PLAY GAMES AND NON-PARENTS Parents of children who play games Non-parents 31 36 17 27 20 24 19 22 Fun Competitive Entertaining Good at providing escapism 7 19 15 14 8 3 7 Family orientated Immersive Sociable Informative/ educational Parents of children who play games are more likely to describe gaming as FUN and COMPETITIVE than non-parents. They are also nearly three times as likely to describe gaming as a FAMILY ORIENTATED activity.

[ 22 ] GAMING AND THE FAMILY EFFECT OF GAMES ON CHILDREN: (PARENTS OF CHILDREN WHO PLAY GAMES) More No difference Less Don't know Have fun Competitive Develop skills Spend time alone Aggressive Creative Social Informed 63% 62% 60% 58% 48% 33% 25% 21% 21% 20% 38% 17% 18% 19% 23% 35% 37% 52% 35% 17% 14% 17% 15% 10% WORDS ASSOCIATED WITH GAMING: PARENTS OF CHILDREN WHO PLAY GAMES Informative/educational 3% Family orientated 19% vs. vs. PARENTS OF CHILDREN WHO DON T PLAY GAMES Informative/educational 2% Family orientated 13% Many parents see gaming as having a positive impact on their child(ren). 60% believe gaming helps their child DEVELOP THEIR SKILLS more. A third believe it encourages them to be more CREATIVE, while 6 in 10 say it encourages them to SPEND MORE TIME ALONE.

SUPERVISION [ 23 ]

[ 24 ] SUPERVISION WHETHER PARENTS BUY THEIR YOUNGEST CHILD S GAMES AGE OF CHILD* Never (+child doesn t buy/receive) Never (but child does buy/receive) Rarely Sometimes Most of the time Always 5 and under 14% 16% 33% 25% 8% 4% 6 to 9 4% 10% 32% 43% 8% 10 to 15 23% 29% 29% 16% WHETHER THE CHILD IS PRESENT DURING PURCHASE AGE OF CHILD* Don t buy games for youngest child Never Rarely Sometimes Most of the time Always 5 and under 30% 15% 20% 12% 20% 6 to 9 14% 15% 16% 18% 37% 10 to 15 23% 14% 16% 44% *Parents were asked in reference to their YOUNGEST child only The vast majority of children aged 6 and above are buying or receiving games. 1 in 4 parents of children aged 10-15 never buy that child s games. The same is true for 1 in 10 parents of children aged 6-9.

SUPERVISION [ 25 ] WHETHER CHILD BUYS THEIR OWN GAMES AGE OF CHILD* Never (child doesn t receive games) Never (but do receive games) Rarely Sometimes Most of the time Always 5 and under 14% 72% 6% 4% 6 to 9 4% 58% 19% 12% 10 to 15 36% 36% 22% HOW KNOWLEDGEABLE PARENTS ARE ABOUT THE GAMES THEIR CHILD PLAYS AGE OF CHILD* Child doesn t play Not at all Not very Quite Very 5 and under 5% 22% 32% 36% 6 to 9 4% 5% 14% 37% 41% 10 to 15 6% 33% 43% 18% *Parents were asked in reference to their YOUNGEST child only 58% of children aged 6-9 have never bought a game for themself, compared to 36% of children aged 10-15. 2 in 5 parents of children aged 10-15 describe themselves as not at all or not very knowledgeable about the games that child plays. The same is true for 1 in 5 parents of children aged 6-9.

[ 26 ] SUPERVISION WHETHER CHILD PLAYS GAMES WITH A HIGHER AGE RATING THAN THEIR AGE AGE OF CHILD* Child doesn t play games Don t know Never Rarely Sometimes Often 5 and under 5% 49% 20% 18% 5% 6 to 9 4% 41% 15% 26% 13% 10 to 15 25% 23% 41% 10% WHETHER CHILD PLAY GAMES WITH HIGHER AGE RATING THAN THEIR AGE AT A FRIEND S HOME ** 34% Aged 5 and under play games at a friend s home 44% Aged 6-9 play games at a friend s home 67% Aged 10-15 play games at a friend s home Don t know No, never Yes, rarely Yes, sometimes Yes, often AGE OF CHILD* 5 and under 20% 26% 16% 30% 8% 6 to 9 6% 23% 16% 42% 14% 10 to 15 17% 14% 18% 40% 11% *Parents were asked in reference to their YOUNGEST child only **Note low base sizes for this question (n < 50) 4 in 10 children aged 6-9 and HALF of children aged 10-15 are sometimes/often playing games with an age rating higher than their age.

SUPERVISION [ 27 ] USE OF PARENTAL CONTROLS (PARENTS OF CHILDREN WHO PLAY GAMES) FOR CHILDREN AGED 5 OR UNDER 35% use parental control settings to limit what their youngest child can access on their games consoles 22% WHAT RESTRICTED 19% Online access through the console 17% Games played by age rating 12% Amount of play time use parental control settings to limit the amount of time their children spend online or to prevent them from accessing certain programs and websites FOR CHILDREN AGED 6-9 27% use parental control settings to limit what their youngest child can access on their games consoles 25% FOR CHILDREN AGED 10-15 34% use parental control settings to limit what their youngest child can access on their games consoles 28% WHAT RESTRICTED 18% Online access through the console 11% Games played by age rating 8% Amount of play time use parental control settings to limit the amount of time their children spend online or to prevent them from accessing certain programs and websites WHAT RESTRICTED 18% Online access through the console 12% Games played by age rating 8% Amount of play time use parental control settings to limit the amount of time their children spend online or to prevent them from accessing certain programs and websites

[ 28 ] PEGI RATING SYSTEM

PEGI RATING SYSTEM [ 29 ] AWARENESS OF RATING SYSTEMS (ALL ONLINE RESPONDENTS) 35% 13% aware of ANY age rating system for videogames aware of PEGI age rating system for videogames 46% aware of PEGI age rating symbols 28% aware of PEGI content symbols EXTENT TO WHICH THE SYMBOLS ARE... PEGI AGE RATING SYMBOLS PEGI CONTENT SYMBOLS 90% 94% 94% 91% Clear Useful Clear Useful % NET Fairly/Very Clear: Amongst those aware of symbols Useful: Amongst parents of children who game Only a THIRD of the online population are aware of an age rating system for games. Awareness of the PEGI age ratings increases to 46% after prompting with images. The vast majority of respondents agree that both sets of symbols are CLEAR and USEFUL.

[ 30 ] PEGI RATING SYSTEM SHOULD THE PEGI RATING SYSTEM ALSO APPLY TO APP AND SOCIAL GAMES? (ALL ONLINE RESPONDENTS) 74% agree PEGI ratings should apply to app games 74% agree PEGI ratings should apply to games on social network sites HOW THE AGE RATING SYSTEM FOR VIDEOGAMES SHOULD COMPARE TO MOVIES (ALL ONLINE RESPONDENTS) % AGREE WITH STATEMENT THE MOST 35% 44% 5% The age rating system for videogames should be stricter overall than that used for movies The age rating system for videogames and movies should be the same The age rating system for movies should be stricter overall than that used for videogames 17% Don t know/none of these THREE QUARTERS agree that PEGI ratings should be applied to app games and games on social network sites, as well as packaged games. 35% believe that the age rating system for games should be stricter than movies. Only 5% believe the ratings for movies should be stricter.

FOR MORE INFORMATION DIRK BOSMANS Communication Manager Interactive Software Federation of Europe t: +32 (0) 2 612 1772 e: dirk.bosmans@isfe.eu w: http://www.isfe.eu PAUL MASKELL Research Director Ipsos MediaCT t: +44 (0) 20 8515 3467 e: paul.maskell@ipsos.com w: http://www.ipsos-mori.com