Core gamers = just a few kids

[Chris Nahr]

Next Generation (http://www.next-gen.biz/index.php?option=com_content&task=view&id=3831&Itemid=2) reports on an NPD study that contradicts the assumption that the 18-34 old gamers haunting message boards are typical "core gamers".

The study, whose sample is comprised of 16,670 participants between ages six and 44, found that 45 percent of the study’s “heavy gamer” segment and nearly one-third of its “avid console gamer” segment (the largest group in the study) were between the youthful ages of six and 17. The findings contradict the wide belief that the most committed gamers fall in the coveted 18- to 34-year-old male demographic. [...]

Other highlights of the NPD’s segmentation study include the finding that 21 percent of the heavy gamer segment is made up of females. In addition, the entire heavy gamer segment makes up a mere 3 percent of the overall gaming population. [...]

The NPD was also surprised to find that the “prefer portable” group had one-in-three members between the ages of 18 to 34, which was older than expected. Still, most gamers in this segment are under 18 years old.

Jack Thompson will be very happy to hear this...

[krayzkrok]

I certainly did most of my gaming before I was 18 and hit uni, and thus became too busy to spend my entire day playing games. I used to program Z80 assembler, wrote several (mostly crappy) games in BASIC and assembler, modded old ZX Spectrum games by tweaking the code, got to Deadly in Elite, plus a bunch of other non-computer related stuff - hell, I couldn't have afforded the time to do a fraction of that after I was 18, other than the occasional vacation but I started to become more interested in other, more social pursuits!

[Enidigm]

Yea, i was console till high school. Then i stopped games, more or less, until college ironically enough, at which point i started with PCs.

[Jake Plane]

There's a difference between hard core gamers and heavy gamers.

Most kids are probably "heavier" games. But I would think that most 18-34 year olds are more hard core.

[Jim Preston]

As the "Atari generation" ages, some of our usability testing is showing that we're actually losing gamers between 25 - 35, typcially when previously hard core gamers start to have kids and settle down. However, after 35 we are finding that we are getting those gamers back because they are now starting to game with their kids, typically in co-op on simple platformers. Believe it or not, one of the most popular games for younger gamers at my studio is actually Burnout, because it is so simple to graps and has such forgiving fail conditions. Younger gamers just drive around and smash things up like they would with Matchbox cars. This is all purely anecdotal with a small amount of statistical research, but that's the trend we're seeing.

[AndrewM]

Wait, I don't understand: 55% are still above the age of 18. That's still far from being purely child's play.

[fuzzyslug]

News at 11: when you have a life, you play less games.

[DeepT]

This is also about gamers on message boards, which may not be indicative of gamers itself. All it means is that younger gamers are more likely to post on public boards then older ones.

[Kevin Grey]

This is also about gamers on message boards, which may not be indicative of gamers itself. All it means is that younger gamers are more likely to post on public boards then older ones.

I didn't see a mention that the study was only about message boards in the link. Did I miss it?

[Charles]

The study, whose sample is comprised of 16,670 participants between ages six and 44, found that 45 percent of the study’s “heavy gamer” segment and nearly one-third of its “avid console gamer” segment (the largest group in the study) were between the youthful ages of six and 17. The findings contradict the wide belief that the most committed gamers fall in the coveted 18- to 34-year-old male demographic. [...]

Other highlights of the NPD’s segmentation study include the finding that 21 percent of the heavy gamer segment is made up of females. In addition, the entire heavy gamer segment makes up a mere 3 percent of the overall gaming population. [...]

The NPD was also surprised to find that the “prefer portable” group had one-in-three members between the ages of 18 to 34, which was older than expected. Still, most gamers in this segment are under 18 years old.

So, 44% of the "heavy gamers", which is 3% of the total gaming population, are guaranteed to be young.

This contradicts the average age of gamers how, exactly? 1.4% of the market does not a target audience make.

[Rob_Merritt]

Wasn't there a report earlier this year that tweens and teens just weren't gaming and the vast majority of gamers were 18+?

/edit: found it

http://biz.gamedaily.com/industry/feature/?id=12352

"70 percent actually said that they are losing interest in playing video games altogether."

[olaf]

Well, using my anecdotal experience with catassing MMO guilds, the people that can play the most are out of high school but not yet in the working world, ie. in college, making them 18-25ish. People that get out of college and start working, but are single or at least not married, play the next most, about the same as people in high school who can also play a lot. Next its married people. Finally, last, the people who play the least, are people married with children.

[fuzzyslug]

Well, using my anecdotal experience with catassing MMO guilds, the people that can play the most are out of high school but not yet in the working world, ie. in college, making them 18-25ish. People that get out of college and start working, but are single or at least not married, play the next most, about the same as people in high school who can also play a lot. Next its married people. Finally, last, the people who play the least, are people married with children.

And all that info without an expensive study.

[wildpokerman]

Question for the marketers is do the kiddies play one game to death, trade it in and buy another used?

Someone is laying out bucks for an X-360 and 10 games with some accessory packs on the side and I don't think they are 12 years old.

I think the answer is games targeted to the under 18 set should be chock full of advertising to get that eyeball time and games for adults should be expensive affairs with impressive technology.

[McBain]

Olaf was mostly correct, though he left out one vital demographic:

High-school dropouts mooching off of their parents/the state/their significant others.

[Mark Asher]

Question for the marketers is do the kiddies play one game to death, trade it in and buy another used?

Someone is laying out bucks for an X-360 and 10 games with some accessory packs on the side and I don't think they are 12 years old.

I think the answer is games targeted to the under 18 set should be chock full of advertising to get that eyeball time and games for adults should be expensive affairs with impressive technology.

You’d be surprised how much money 10 and 12 year olds can have nowadays. Our kids don’t, but they have friends and cousins who have several hundred dollars saved up from birthdays and other presents who will toss it down for new console systems. Kids also trade in games and get store credit, making that 360 purchase more manageable. Trade in your Xbox and 15 Xbox games and you’re halfway to a 360, if not closer. These things aren’t out of reach, and of course many families are like ours and typically buy new systems at Christmas since that’s all the kids want anyway. It’s one thing to say, “You kids play too many videogames”, but when it’s time to buy for Christmas, there isn’t much to buy for kids who no longer are interested in toys.

People get older and even if they have time freed up, they tend to be more selective in their spending. Marketing doesn’t work as well on us and we’re not as impulsive.

And really, if the under 18 crowd is driving game sales, all this does is indicate to me that the game industry has got it right, since many of the console games seem designed to appeal to this segment.

[McBain]

You’d be surprised how much money 10 and 12 year olds can have nowadays.

When I was 9 years old (and my brother was 14), we pooled our Christmas/Birthday money together, saved up, and bought a Genesis, Super Hang-On, and a second controller. We were pretty proud of ourselves.

'Course now, I'm teaching sixteen year olds who are driving 2006 Audis... and excited about the "new" car they're going to get at graduation. /shrug

[Gordon Cameron]

The degree of gaming I've done has fluctuated. I did a lot as a child (both console and computer), moderate amount in high school, very little in college, and have gotten back into it again as an adult. With WoW I've been playing far more average per day than I probably ever did before. Despite being employed I probably have more free time now than I did in college, and my schedule is less regimented, and I can afford to buy/upgrade computers, so that all makes it easier to game. I suppose being a pathetic single bachelor helps in that regard.

[spiffy]

I suppose being a pathetic single bachelor helps in that regard.

Lucky dog!

[Inactiviste]

I suppose being a pathetic single bachelor helps in that regard.

I played a lot from 11 to around 16, then almost stopped gaming altogether (well I was also a pretty heavy roleplayer, but it's another story). Then at 24 I bought a GC, then a PS 2, GBA, gaming rig... And here I am at 29, pretty much hardcore gaming.

In fact, I happen to game more now that I'm happily paired, as I don't have to go out, get drunk and generally make a fool of myself in order to impress girls.

I guess kids are going to be a problem, but a lot of my Wow guildmates are (shameful ?) parents.

[Kevin Grey]

I guess kids are going to be a problem, but a lot of my Wow guildmates are (shameful ?) parents.

Probably depends on your sleep schedule. My daughter is in bed by 8pm or sooner and my wife by 9pm, so since I tend to be a nite owl I can still get in a good three or four hours every night if I feel like it.

[RepoMan]

they are now starting to game with their kids, typically in co-op on simple platformers.
What simple platformers have co-op? Or do you mean "Dad holds the controller while kiddo makes suggestions, or vice-versa"?

[RepoMan]

Probably depends on your sleep schedule. My daughter is in bed by 8pm or sooner and my wife by 9pm, so since I tend to be a nite owl I can still get in a good three or four hours every night if I feel like it.
God, I look forward to the day when our kid(s) can get themselves out of bed. Right now it's generally me who's up at 6 am with our little sweetie. I love it (nothing better than having her sit in my lap reading a book or two in the dawn light), but man, once she's older, I'll definitely be night-owling it up again :-)

[Qenan]

People get older and even if they have time freed up, they tend to be more selective in their spending. Marketing doesn’t work as well on us and we’re not as impulsive.

And really, if the under 18 crowd is driving game sales, all this does is indicate to me that the game industry has got it right, since many of the console games seem designed to appeal to this segment.

Yeah, I think the biggest limitation in my game spending is that they don't make that many games that appeal to me. Then again, years of buying bad games have made me increasingly cautious, too. This is an industry built on selling people heavily hyped junk. (Kind of like the toy industry, come to think of it.)

[Moore]

that seems a tiny tiny sample size to me.

[Damien Neil]

If it's a well-selected sample, it's plenty large enough.

[spiffy]

Yeah, I think the biggest limitation in my game spending is that they don't make that many games that appeal to me. Then again, years of buying bad games have made me increasingly cautious, too. This is an industry built on selling people heavily hyped junk. (Kind of like the toy industry, come to think of it.)

ditto. My to-buy list was much, much longer than what I actually bought this past year, after their release. Although, I typically don't play the heavily hyped crap... for me it's the interesting premises not living up to their execution dealie.