06 July 2009

Gaming Hits the Mainstream

The Entertainment and Leisure Software Publishers Association (ELSPA), the UK games publishers’ trade body, today released UK videogame sales results for the first half of 2009.  The figures, compiled by GfK Chart-Track, show family-oriented and educational games have become the most popular with the UK public.  With combined sales volumes of 1.65 million units, Nintendo’s Wii Fit, Wii Play and Mario Kart Wii titles equate to 72% of the top five ‘best sellers’ in the UK individual format chart.  The period also saw total sales of Nintendo’s Dr Kawashima’s Brain Training surpass the three million units mark to become the UK’s most popular game ever. 

 

“These figures are clear evidence that gaming is now mainstream in the UK,” said Michael Rawlinson, Director General of ELSPA. “The demographic has changed, so it’s time we did away with the misperception that videogames are merely the preserve of teenage boys shooting zombies.  Innovation in the industry means the social and educational benefits of gaming are now enjoyed by players of both sexes and of all ages.”

 

The number of home and portable gaming consoles in the UK now stands at 24 million which, to put in perspective, is around the same number as there are UK households.   This growth in popularity was underlined in a report by Nielsen Research for the Interactive Software Federation of Europe* which showed that 33% of the UK population between the ages of 30 and 49 describe themselves as ‘active gamers’ and 82% say they play videogames with their children. 

 

UK videogame sales witnessed another good performance in the first half of 2009 with the second best set of figures in history.  Whilst in real terms, year-on-year sales are down 5.7%, with 29.7 million units sold compared to 31.5 million units for the same period in 2008, the results remain encouraging for the country’s industry. 

 

Commenting on market performance, Dorian Bloch, Business Group Director of GfK Chart-Track, said: “The videogame entertainment markets show that across software, hardware and accessories, the first half of 2009 is a solid platform for retailers, manufacturers and publishers to build momentum into the last quarter of 2009.  The widening demographic and the growing trend in physical-motion gaming, means the industry is well positioned to see further growth.” 

Games Top Ten for Individual Formats – First Half 2009

©ELSPA/GfK Chart-Track

 

Games Top Ten for ALL Formats – First Half 2009

©ELSPA/GfK Chart-Track

 

* Nielsen Games Video Gamers in Europe 2008 Report

 

Contacts:

For all press enquiries, please contact the team at Burson-Marsteller on T: +44 (0)20 7300 6143 or E: press@elspa.com

 

 

 

About ELSPA

The Entertainment and Leisure Software Publishers Association represents all the major publishers of games in the UK. Founded in 1989 to establish a specific and collective identity for the country’s interactive leisure software industry, membership includes companies publishing and distributing leisure software in the UK. As a gateway to Europe, ELSPA works to protect, promote and provide for the interests of all its members as well as addressing issues that affect the industry as a whole such as age ratings, child safety and IP crime.

 

 

 

About GfK Chart-Track

Chart-Track was formed in 1996 to monitor sales of music, videos and software through retail in the UK and Ireland. Since then they have established an unparalleled reputation for fast and accurate retail research in the home entertainment markets. Part of the GfK Group since July 2008, operations now encompass the UK, Ireland, Denmark and Europe with key report services including:

UK Leisure Software-Hardware

                UK Console, Home Computer & MP3 Accessories

                Republic of Ireland Leisure Software-Hardware

                Republic of Ireland Music and Video

                Danish Leisure Software-Hardware

                European Leisure Software-Hardware (in conjunction with GfK & MediaControl)

                Top Global Markets (in conjunction with NPD, USA & Enterbrain, Japan)

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