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, 1,310 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 54% 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 54% 46% 29% 15% 28% TYPES OF GAMES PLAYED: BY AGE AND GENDER ANY Video Gaming ANY Packaged ANY Apps ANY Online 27% 23% 25% 19% 25% 18% 19% 31% 39% 44% 45% 44% 48% 30% 44% 37% 54% 55% 62% 82% TOTAL Males 16-34 Males 35-64 Females 16-34 Females 35-64 28% 57% Not very/at all interested 43% Fairly/very interested TOP 3 WORDS ASSOCIATED WITH GAMING ALL ONLINE GAMERS 1 Entertaining 38% 51% 2 Fun 30% 43% 3 Good at providing escapism 27% 37% GAMING AND THE FAMILY 63% of parents have children who play games 33% Parents 67% Non parents 45% 18% 35% Play games with their children 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 51% aware of PEGI age rating symbols 61% aware of PEGI content symbols 68% agree PEGI ratings should apply to app games 68% agree PEGI ratings should apply to games on social network sites Have fun Develop skills Competitive Spend time alone Creative Informed Social Aggressive 67% 24% 6% 56% 25% 14% 48% 34% 14% 43% 39% 14% 36% 36% 23% 27% 46% 22% 24% 38% 34% 20% 52% 22% % AGREE WITH STATEMENT THE MOST The age rating system for videogames should be stricter 15% overall than that used for movies The age rating system for videogames and movies 58% should be the same The age rating system for movies should be stricter 3% overall than that used for videogames 24% Don t know

SUMMARY [ 5 ] KEY HEADLINES 1 Incidence of gaming amongst the online population is at 54% The profile of gamers is fairly evenly distributed across age and gender, skewing towards males in the 25-34 age bracket. Online is the most common form of gaming amongst the online population in. Over half of gamers are playing weekly. For non-gamers, a lack of interest in the category is the main barrier. 2 43% of the online population are very or fairly interested in gaming Gaming is perceived as an entertaining activity by the overall online population. A higher percentage of gamers than non-gamers are interested in many other activities. There is a strong interest in technology (68% vs. 47% non-gamers). Gamers are also more likely to be interested in going out to bars and clubs (40% vs. 27% non-gamers) and taking part in sport (58% vs. 45% non-gamers). 3 4 5 45% of parents play games with their children The most common reason parents play games with children is because they are asked to. Around a quarter of parents playing games with their children do so for the educational benefits. 56% believe gaming encourages their child to develop their skills more. Over a third (36%) believe it encourages them to be more creative. The majority of children aged 6-15 are buying or receiving games 7 in 10 children aged 10-15 have bought a game for themself, compared to just 19% of children aged 6-9. Over 6 in 10 parents of children aged 6 and above describe themselves as quite or very knowledgeable about the games their child plays. 51% of the online population recognise PEGI age rating symbols 68% agree that PEGI ratings should be applied to app games and games on social network sites, as well as packaged games. The majority (58%) believe that the age rating system for videogames and movies should have the same level of strictness.

[ 6 ] GAMING: WHO, WHAT AND HOW?

GAMING: WHO, WHAT AND HOW? [ 7 ] WHO PLAYS VIDEOGAMES? (ALL ONLINE RESPONDENTS) 54% of the online population aged 16 to 64 years old in have played a game in the past 12 months 54% 46% 6% 16-19 5% 8% 20-24 7% 14% 25-34 9% 11% 35-44 10% 9% 45-54 9% 6% 55-64 6% Incidence of gaming amongst the Dutch online population is at 54%. The profile of gamers is fairly evenly distributed across age and gender, skewing towards MALES in the 25-34 age bracket.

[ 8 ] GAMING: WHO, WHAT AND HOW? FREQUENCY OF GAMING (ALL ONLINE RESPONDENTS) 28% Weekly Never 46% 11% Monthly 15% Less frequently TOP 5 REASONS FOR NOT GAMING 1 Not interested in them 71% 2 More interested in other hobbies 27% 3 Don t have a console at home 15% 4 No time to play them 14% 5 Too expensive 10% TYPES OF GAMES PLAYED (ALL ONLINE RESPONDENTS) ANY Video Gaming ANY Packaged ANY Apps ANY Online Downloads Websites Social Multiplayer Online 10% 27% 25% 23% 20% 18% 39% 54% 28% of 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, with 4 in 10 playing an online game in the last 12 months.

GAMING: WHO, WHAT AND HOW? [ 9 ] TYPES OF GAMES PLAYED: BY AGE AND GENDER ANY Video Gaming ANY Packaged ANY Apps ANY Online Downloads Websites Social Multiplayer Online 27% 23% 25% 19% 25% 18% 31% 19% 30% 23% 20% 20% 19% 20% 23% 15% 24% 23% 18% 25% 10% 26% 19% 10% 31% 8% 5% 3% 54% 44% 45% 48% 44% 39% 55% 44% 37% 40% 62% 82% TOTAL Males 16-34 Males 35-64 Females 16-34 Females 35-64 8 in 10 MALES AGED 16-34 are gamers, and nearly half have played a packaged game in the last 12 months. FEMALES AGED 16-34 are as active as males in the Website and Social categories. Amongst the 35-64 age group, overall incidence of gaming is similar for males and females across all formats, with females more active in Online gaming (37% vs. 30% 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 25% 10% 23% Free 24% Paid for 9% Free 5% Paid for 5% *Paid for game Paid for 3% *Paid to play online Free 19% Paid for 8% TYPES OF VIDEOGAMES PURCHASED IN THE LAST 12 MONTHS (ALL ONLINE RESPONDENTS) 35% Have bought a game 21% New games on disc or cartridge 8% Secondhand games on disc or cartridge 8% Online games (download/subscription/extras) 7% Games apps For APPS and DOWNLOADS, around 1 in 4 are active in the category but less than 1 in 10 are playing games that have been paid for. 35% of the online population have bought a game in the last 12 months. Of those buying games, 6 in 10 have bought a new packaged game.

GAMING: WHO, WHAT AND HOW? [ 11 ] DEVICES USED TO PLAY GAMES (ALL ONLINE RESPONDENTS) NET Console: 28% NET Portable games device: 15% NET Computer: 41% NET Mobile device: 30% 10% 6% 17% 8% 12% 2% 4% 3% 27% 27% 2% 15% 26% 3% MOST USED (ALL GAMERS) PC Laptop Android smartphone ipad PS3 25% 18% 9% 8% 7% MOST USED (AMONGST PARENTS WHO PLAY GAMES WITH THEIR CHILDREN) Wii PC ipad Android smartphone Laptop 18% 15% 14% 13% 11% COMPUTERS (laptops and PCs) are the most commonly used devices for gaming. 26% have used a SMARTPHONE to play a game in the past 12 months, making it the third most commonly used device for gaming. The Wii is the most used device amongst parents who play games with their children, with the ipad also relatively strong.

[ 12 ] GAMING: WHO, WHAT AND HOW? 83% of gamers play games online WHEN PLAYING CONNECTED TO THE INTERNET, WHO DO YOU PLAY WITH? (ALL GAMERS) 34% Always play on my own 19% Play on my own most of the time 20% Sometimes on my own/sometimes with other online players 7% Play with other online players most of the time 3% Always play with other online players 16% Never play games online WHEN PLAYING WITH OTHERS ONLINE, WHO ARE THE OTHERS? 55% Friends (met in real life) 43% Online strangers 42% Family/relatives 22% Friends (not met in real life)

PERCEPTIONS OF GAMING [ 13 ]

[ 14 ] PERCEPTIONS OF GAMING INTEREST IN GAMING (ALL ONLINE RESPONDENTS) 29% 15% 43% Fairly/very interested 57% Not very/at all interested 28% 28% 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 Entertaining 38% 51% 2 Fun 30% 43% 3 Good at providing escapism 27% 37% 4 Competitive 22% 31% 5 Sociable 8% 12% 43% of the online population say they are very or fairly interested in gaming. Gaming is perceived as an ENTERTAINING activity by the majority of gamers. Over a third believe it s 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 Internet News/current affairs 89% 88% 89% 91% 89% 85% 78% 92% 74% 89% Music Television 85% 87% 86% 89% 82% 83% 84% 82% 83% 84% Film 77% 83% 78% 80% 71% Travelling 77% 69% 77% 78% 81% The latest technology Sport (taking part) 58% 77% 74% 40% 42% 52% 65% 60% 45% 41% Gaming News about celebs/famous 43% 71% 34% 39% 36% 36% 30% 31% 43% 40% Literature/art Going out to bars/clubs 36% 19% 40% 34% 43% 34% 47% 31% 48% 22%

[ 16 ] PERCEPTIONS OF GAMING BROADER MEDIA AND ACTIVITIES INTEREST: DIFFERENCE BETWEEN GAMERS AND NON-GAMERS All Gamers Non-gamers Internet News/current affairs 89% 93% 84% 85% 84% 87% Music Television 85% 91% 79% 83% 87% 79% Film Travelling 77% 85% 67% 77% 80% 74% The latest technology Sport (taking part) 58% 68% 47% 52% 58% 45% Gaming News about celebs/famous 43% 68% 13% 36% 40% 31% Literature/art Going out to bars/clubs 36% 36% 36% 34% 40% 27% A higher percentage of gamers than non-gamers are interested in nearly all the other activities. There is a strong interest in TECHNOLOGY (68% vs. 47% non-gamers). Gamers are also more likely to be interested in GOING OUT to bars and clubs (40% vs. 27% nongamers) and taking part in SPORT (58% vs. 45% 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 Internet News/current affairs 33% 7% 31% 35% 54% 46% 10% 8% Music 21% 22% 70% 6% Television 50% 25% 37% 18% 4% 65% 7% 64% 16% 39% 19% 51% 50% 28% Film Travelling 61% 26% 38% 13% 13% 54% 24% The latest technology 26% 12% 42% 28% 43% 65% 25% Sport (taking part) 10% 8% 5% 4% 43% 12% 7% 13% 5% 28% 31% 37% 5% 36% Gaming News about celebs/famous 38% 5% 27% 8% 5% 30% 7% Literature/art 22% 32% 9% 7% 10% 11% Going out to bars/clubs 10% 14% 17% 7% 32% 19% 31% 24% 46% 40% Most commonly selected category for each word

[ 18 ] PERCEPTIONS OF GAMING WORDS ASSOCIATED WITH GAMING: DIFFERENCE BETWEEN GAMERS AND NON-GAMERS Gamers Non-gamers 22 51 14 43 15 37 11 31 Entertaining Fun Good at providing escapism Competitive 12 10 8 7 Sociable Family orientated Immersive Informative/ educational Gamers associate a wider range of words with gaming than non-gamers, most likely due to a lack of interest or understanding of the activity. ENTERTAINING is the most commonly selected word for both groups.

GAMING AND THE FAMILY [ 19 ]

[ 20 ] GAMING AND THE FAMILY PARENTS AND CHILDREN WHO PLAY GAMES (ALL ONLINE RESPONDENTS) 63% of parents have children who play games 33% Parents 67% Non parents 45% 18% 35% Play games with their children Don't play games with their children Their children don't play games Don't know REASONS PARENTS PLAY GAMES WITH THEIR CHILDREN They ask me to I enjoy playing with them It s a fun activity for all the family To spend time with them 45% 37% 34% 29% Educational benefits To monitor what games they play Health and fitness benefits To monitor how long they play for 23% 15% 13% 11% 63% of parents have children that play games. Of these, MORE THAN TWO THIRDS play with their children (45% parents play games with their children vs. 18% don t). The most common reason parents play games with children is because they are ASKED TO. Around a quarter of parents playing games with their children do so for the EDUCATIONAL benefits.

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 38 42 30 34 28 27 22 25 Entertaining Fun Good at providing escapism Competitive 5 14 8 8 5 6 5 5 Family orientated Sociable Immersive Informative/ educational There is little or no difference in the words associated with gaming between parents of children who play games and non-parents. Parents who play with their children are more likely to acknowledge the FAMILY ORIENTATED nature of gaming.

[ 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 Develop skills Competitive Spend time alone Creative Informed Social Aggressive 67% 56% 48% 43% 36% 27% 24% 20% 25% 34% 39% 36% 46% 38% 52% 24% 6% 14% 14% 14% 23% 22% 34% 22% WORDS ASSOCIATED WITH GAMING: PARENTS OF CHILDREN WHO PLAY GAMES Informative/educational 5% Family orientated 14% vs. vs. PARENTS OF CHILDREN WHO DON T PLAY GAMES Informative/educational 6% Family orientated 3% Many parents see gaming as having a positive impact on their child(ren). 56% believe gaming encourages their child to DEVELOP THEIR SKILLS more. Over a third (36%) believe it encourages them to be more CREATIVE. 43% believe gaming encourages their child(ren) to spend more TIME ALONE, compared to 24% who believe it makes them more SOCIAL.

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 38% 7% 19% 20% 7% 10% 6 to 9 21% 4% 30% 30% 6% 9% 10 to 15 8% 20% 16% 31% 18% 7% 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 44% 7% 12% 22% 9% 6% 6 to 9 25% 4% 4% 30% 22% 15% 10 to 15 29% 4% 18% 26% 23% *Parents were asked in reference to their YOUNGEST child only Most children aged 6 and above are buying or receiving games. 36% of parents of children aged 10-15 rarely or never buy that child s games. The number falls slightly to 34% amongst 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 38% 58% 6 to 9 21% 60% 7% 10% 10 to 15 8% 22% 21% 38% 7% 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 22% 5% 35% 33% 6 to 9 4% 33% 36% 24% 10 to 15 7% 25% 47% 17% *Parents were asked in reference to their YOUNGEST child only 7 in 10 children aged 10-15 have bought a game for themself, compared to just 19% of children aged 6-9. OVER 6 in 10 parents of children aged 6 and above describe themselves as quite or very knowledgeable about the games their child plays.

[ 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 22% 45% 8% 19% 6% 6 to 9 4% 4% 45% 25% 19% 10 to 15 4% 32% 9% 40% 13% WHETHER CHILD PLAY GAMES WITH HIGHER AGE RATING THAN THEIR AGE AT A FRIEND S HOME ** 26% Aged 5 and under play games at a friend s home 50% Aged 6-9 play games at a friend s home 66% 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 11% 59% 11% 18% 6 to 9 26% 26% 24% 24% 10 to 15 8% 11% 8% 58% 15% *Parents were asked in reference to their YOUNGEST child only **Note low base sizes for this question (n < 50) 22% of children aged 6-9 and 53% 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 22% use parental control settings to limit what their youngest child can access on their games consoles 18% WHAT RESTRICTED 14% 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 FOR CHILDREN AGED 6-9 15% use parental control settings to limit what their youngest child can access on their games consoles 26% FOR CHILDREN AGED 10-15 12% use parental control settings to limit what their youngest child can access on their games consoles 17% WHAT RESTRICTED 10% Online access through the console 9% Games played by age rating 5% 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 8% Online access through the console 4% Games played by age rating 1% 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) 55% 13% aware of ANY age rating system for videogames aware of PEGI age rating system for videogames 51% aware of PEGI age rating symbols 61% aware of PEGI content symbols EXTENT TO WHICH THE SYMBOLS ARE... PEGI AGE RATING SYMBOLS PEGI CONTENT SYMBOLS 97% 97% 90% 91% Clear Useful Clear Useful % NET Fairly/Very Clear: Amongst those aware of symbols Useful: Amongst parents of children who game OVER HALF of the online population are aware of an age rating system for games, but only 13%are aware of PEGI ratings. Awareness of the PEGI age ratings increases to 51% 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) 68% agree PEGI ratings should apply to app games 68% 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 15% 58% 3% 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 24% Don t know/none of these 68% agree that PEGI ratings should be applied to app games and games on social network sites, as well as packaged games. The majority believe that the age rating system for videogames and movies should have the same level of strictness.

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