Ubisoft 2005 Annual Report Download - page 15

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AVERAGE GAME PLAYER AGE IN USA(6)
13
UBISOFT • 2006 ANNUAL REPORT
GROUP
In-game advertising is also set to steadily grow as more and more industries look to tap into
the youth market, and notably male consumers in the 18-35 age bracket who increasingly
prefer video games to traditional entertainment media.
CHANGING FACE OF TODAY’S GAMERS
As video games become more sophisticated in the range of emotions they offer, the
consumer base evolves, creating in turn new opportunities for software publishers who
today need to capture the imagination of children and their parents alike. Recent
research in the USA(6) shows that, at 33 years old, the average age of gamers continued
to rise in 2005, with notably an acceleration in the number of players over the age of
50. This trend has resulted in a gradual increase in consumer purchasing power but has
also changed the role of video games in today’s households as more and more first
generation gamers become parents who regularly play with their children.
Representing around a third of gamers worldwide and over 40% of active gamers
playing online today, women are an increasingly important target group for the
industry. In the US, female gamers over the age of 18 now account for a significantly
greater portion (30%) of the game-playing population than boys aged 17 or younger
(23%)(6).
NEXT-GEN
TECHNOLOGY:
BRIDGING THE
GAP BETWEEN
VIDEO GAMES
AND HOLLYWOOD
More immersive, realistic graphics
and more emotional content:
next-generation technology promises
to offer gamers a similar experience
to the one found in cinema today
thanks to its potential to build
emotional ties between the game
player and the game character.
The increasing realism of next-gen
games, attributed to a higher quality
in detail that makes characters
and environments more “lifelike”,
not only enriches the gaming
experience of the hardcore player,
but also opens the door to new casual
gamers who seek a more authentic
rendering of their favorite TV show
or movie.
As the synergies between movies and
games become all the more apparent
– both mobilize creative talents such
as artists, storytellers, animators,
musicians and programmers – film
directors and artistic game designers
are increasingly working together
to improve the quality of video games
inspired by movies – and vice versa –
by leveraging technical expertise and
financial strength. This partnership
should result in even closer
collaboration between the film,
TV and video game industries in
the future.
OPEN SEASON™
50+
25% UNDER 18
31%
18-49
44%