WWW.IBISWORLD.COM
Sarah Kahn
21 International Trade
39 Operating Conditions
Industry Definition
23 Business Locations
39 Capital Intensity
Main Activities
Similar Industries
25 Competitive Landscape
42 Revenue Volatility
Additional Resources
44 Industry Assistance
4 Industry at a Glance
45 Key Statistics
5 Industry Performance
28 Barriers to Entry
45 Industry Data
Executive Summary
30 Industry Globalization
45 Annual Change
Current Performance
45 Key Ratios
31 Major Companies
10 Industry Outlook
31 GameStop Corporation
32 Microsoft Corporation
15 Supply Chain
37 Sony Corporation
19 Demand Determinants
20 Major Markets
WWW.IBISWORLD.COM
Main Activities
Similar Industries
WWW.IBISWORLD.COM
Similar Industries
continued
Additional Resources
IBISWorld
WWW.IBISWORLD.COM
Industry at a Glance
Video Games in 2014
Key Statistics
Snapshot
Revenue
Profit
Exports
Businesses
$40.9bn
0.7%
$3.3bn
$7.1bn
Activision Blizzard
Inc. 5
.5%
Nintendo Co. Ltd.
4.1%
24
5.30
18
5.25
12
Units
Microsoft Corporation
11.6%
% change
Market Share
GameStop
Corporation 16.2%
6
0
12
Year 06
5.20
5.15
5.10
3.0%
29,514
08
10
Revenue
12
14
16
18
20
5.05
Year 05
07
09
11
13
15
17
19
Employment
SOURCE: WWW.IBISWORLD.COM
8.8%
Accessories
17.2%
41.4%
Consumer
Confidence Index
Percentage of services
conducted online
Trade-weighted index
32.6%
p. 5
Consoles
Industry Structure
SOURCE:
WWW.IBISWORLD.COM
SOURCE:
WWW.IBISWORLD.COM
Growth
Medium
Low
Industry Assistance
None
Concentration Level
Low
FOR ADDITIONAL STATISTICS AND TIME SERIES SEE THE APPENDIX ON PAGE 45
Regulation Level
Light
Technology Change
High
Barriers to Entry
Industry Globalization
Competition Level
High
Medium
High
WWW.IBISWORLD.COM
Industry Performance
The
WWW.IBISWORLD.COM
Industry Performance
5.25
5.20
% change
Units
5.15
5.10
5.05
Year 05
0
1
07
09
11
13
15
17
19
Year
08
10
12
14
16
18
20
SOURCE: WWW.IBISWORLD.COM
WWW.IBISWORLD.COM
Industry Performance
Current
Performance
Aging consoles
Along
WWW.IBISWORLD.COM
Industry Performance
Input devices
Used games
Subscription model
and online content
Downloadable
content
is allowing publishers
to forgo production and
distribution costs
compared with consumers of other types
of software, the SaaS model has not been
embraced by video game consumers due
to the low number of hours the average
game is active. Industries that use the
SaaS model heavily, such as security
software or business analytics software
publishers, publish software that run for
much longer and benefit from regular
WWW.IBISWORLD.COM
Industry Performance
Subscription model
and online content
continued
Mobile gaming
The
number of enterprises
has jumped due to
low entry barriers for
smartphone games
addition, total industry employment has
risen at an annualized rate of 7.6% over the
same period to reach 170,018. However,
due to the low retail price of these games
(most games are offered free and
supported through in-game ads, while the
rest retail for less than $5), smartphone
games have not yet had a significant effect
on total industry revenue.
WWW.IBISWORLD.COM
Industry Performance
New consoles
% change
Industry
Outlook
6
0
6
12
Year 06
Revenue
08
10
12
14
16
18
20
Exports
SOURCE: WWW.IBISWORLD.COM
WWW.IBISWORLD.COM
Industry Performance
New consoles
continued
Mobile gaming
The
WWW.IBISWORLD.COM
Industry Performance
Mobile gaming
continued
WWW.IBISWORLD.COM
Industry Performance
Because players continue playing games as they
age, new gamers add to an existing market
20
Maturity
Quality Growth
Company
consolidation;
level of economic
importance stable
15
10
Quantity Growth
Computer
Peripheral
Manufacturing
Video Games
Consumer Electronics Stores
Decline
-5
Shrinking economic
importance
Computer Manufacturing
-5
10
15
20
WWW.IBISWORLD.COM
Industry Performance
industry
is G
rowing
WWW.IBISWORLD.COM
Supply Chain
Consumers in the US
The retail of games, consoles and accessories is universally to consumers, and it constitutes
about 50% of revenue.
33411a
33411b
48411
54181
WWW.IBISWORLD.COM
8.8%
Accessories
17.2%
41.4%
32.6%
Total $40.9bn
Consoles
SOURCE: WWW.IBISWORLD.COM
WWW.IBISWORLD.COM
2009
(%)
2010
(%)
2011
(%)
2012
(%)
Wii
PS3
Xbox 360
PSP
DS
PS2
3DS
30.8
13.5
21.8
5.8
23.5
4.7
N/A
28.7
20.3
25.3
4.7
18.2
2.9
N/A
14.6
19.6
39.2
2.8
7.6
1.8
14.4
18.7
17.2
29.5
4.8
13.9
N/A
15.8
SOURCE: VGCHARTZ.COM
WWW.IBISWORLD.COM
WWW.IBISWORLD.COM
Demand
Determinants
WWW.IBISWORLD.COM
Demand
Determinants
continued
Major Markets
2%
8%
36%
19%
Total $40.9bn
6%
29%
SOURCE: WWW.IBISWORLD.COM
WWW.IBISWORLD.COM
Major Markets
continued
International Trade
WWW.IBISWORLD.COM
International Trade
continued
WWW.IBISWORLD.COM
West
New
England
AK
0.0
Great
Lakes
WA
ND
MT
1.5
Rocky
Mountains
ID
OR
1.2
West NV
0.5
3.3
SD
0.1
WY
0.3
MN
0.1
0.2
Plains
CO
1.4
KY
0.7
OK
0.6
NC
2.8
TN
AZ
NM
2.3
0.6
Southwest
TX
6.5
HI
0.2
2 NH
3 MA
4 RI
5 CT
6 NJ
7 DE
8 MD
0.4
1.7
0.4
2.6
3.0
0.2
SC
Southeast
0.4
MS
AL
0.4
0.6
GA
3.8
0.1
LA
0.7
FL
6.0
Establishments (%)
0.6
2.1
AR
0.1
1.6
13.5
WV VA
3.2
0.8
1.8
CA
West
4.2
MO
KS
2.4
OH
1.3
6.4
2.9
IN
IL
0.4
UT
PA
2.8
0.8
0.4
1 2
3
NY
9.8
5 4
MI
1.8
IA
NE
0.1
WI
ME
MidAtlantic
9 DC
0.6
Less than 3%
3% to less than 10%
10% to less than 20%
20% or more
SOURCE: WWW.IBISWORLD.COM
WWW.IBISWORLD.COM
20
10
Southwest
Southeast
Rocky Mountains
Plains
New England
Mid-Atlantic
Great Lakes
0
West
Business Locations
Establishments
Population
SOURCE: WWW.IBISWORLD.COM
WWW.IBISWORLD.COM
25
Competitive Landscape
in
this industry is L ow
identifies
250 Key Success
Factors for a
business. The most
important for this
industry are:
Economies of scale
Many participants in design, publishing
and retail possess significant economies
of scale, allowing greater investment in
product development.
Aggressive marketing/franchising
Given the high level of competition,
promotion is absolutely crucial in
retailing consoles, as consumers have
little means to test the different consoles
against each other.
Development of new products
New products are essential to
maintaining market share. A new product
with superior appeal to the market can
rapidly impinge on sales, such as the
introduction of the Wii.
WWW.IBISWORLD.COM
26
Competitive Landscape
Cost Structure
Benchmarks
WWW.IBISWORLD.COM
27
Competitive Landscape
Cost Structure
Benchmarks
continued
100
Percentage of revenue
80
60
40
20
Average Costs of
all Industries in
sector (2014)
Industry Costs
(2014)
11.2
8.0
20.9
39.5
Profit
Wages
Purchases
Depreciation
Marketing
Rent & Utilities
Other
25.9
7.1
7.0
4.8
23.1
28.9
2.2
12.8
3.0
5.6
SOURCE: WWW.IBISWORLD.COM
Basis of Competition
Level & Trend
ompetition
C
in this
industry is H
ighand
the trend is S
teady
WWW.IBISWORLD.COM
28
Competitive Landscape
Basis of Competition
continued
Barriers to Entry
Level & Trend
arriers to Entry
B
in this industry
are H
ighand
Increasing
External competition
Among retailers, competition is not so
strident. With the exception of
GameStop/EB, which dominate specialty
retailers, department stores and major
toy stores consider video games to be a
growing sector but still only a fraction of
their total sales offering. Therefore, they
only occasionally use discounted games
to lure customers.
Meanwhile, video game developers
must always compete with other forms
of entertainment. As luxury time
becomes more scarce, consumers must
choose between an increasing number of
ways to spend the time, such as reading,
watching movies, seeing friends, and
playing video games.
WWW.IBISWORLD.COM
29
Competitive Landscape
Barriers to Entry
continued
Level
High
Low
Growth
Low
High
Light
None
SOURCE: WWW.IBISWORLD.COM
WWW.IBISWORLD.COM
30
Competitive Landscape
in
this industry is
Mediumand the
trend is I ncreasing
International trade is a
major determinant of
an industrys level of
globalization.
Exports offer growth
opportunities for firms.
However there are legal,
economic and political risks
associated with dealing in
foreign countries.
Import competition can
bring a greater risk for
companies as foreign
producers satisfy domestic
demand that local firms
would otherwise supply.
Trade Globalization
200
Export
150
100
50
0 Local
0
200 Export
Exports/Revenue
Exports/Revenue
Industry
Globalization
Video Games
40
80
120
Imports/Domestic Demand
Import
160
Global
150
100
50
2000
0 Local
0
2014
40
Import
80
120
160
Imports/Domestic Demand
SOURCE: WWW.IBISWORLD.COM
WWW.IBISWORLD.COM
Major Companies
Major players
(Market share)
56.2%
Other
Player Performance
GameStop
Corporation
Market share: 16.2%
Industry Brand Names
EB Games
SOURCE: WWW.IBISWORLD.COM
(% change)
Operating Income
($ million)
(% change)
2009-10
6,233.6
-3.6
437.4
-17.5
2010-11
6,681.2
7.2
530.8
21.4
2011-12
6,637.0
-0.7
501.9
-5.4
2012-13
6,192.4
-6.7
501.9
0.0
2013-14
6,160.4
-0.5
465.3
-7.3
2014-15
6,607.6
7.3
466.3
0.2
Year**
WWW.IBISWORLD.COM
Major Companies
Player Performance
continued
Player Performance
Microsoft
Corporation
Market share: 11.6%
Industry Brand Names
Xbox 360
Kinect
Halo
WWW.IBISWORLD.COM
Major Companies
Player Performance
continued
(% change)
Operating Income
($ million)
2008-09
2,903.1
N/C
158.8
N/C
2009-10
2,815.4
-3.0
239.4
50.8
2010-11
3,875.6
37.7
548.2
129.0
2011-12
3,641.7
-6.0
144.2
-73.7
2012-13
3,239.1
-11.1
270.2
87.4
2013-14*
4,728.5
46.0
370.5
37.1
Year**
(% change)
Player Performance
Activision Blizzard
Inc.
Market share: 5.5%
Industry Brand Names
Warcraft
StarCraft
Diablo
Guitar Hero
Call of Duty
World of Warcraft
WWW.IBISWORLD.COM
Major Companies
Player Performance
continued
Revenue
($ million)
(% change)
Net Income
($ million)
2009
1,995.3
N/C
-12.1
N/C
2010
2,168.1
8.7
228.7
N/C
2011
2,164.5
-0.2
604.5
164.3
2012
2,192.4
1.3
655.1
8.4
2013
2,172.6
-0.9
650.4
-0.7
2014*
2,232.8
2.8
473.1
-27.3
(% change)
*Estimates
SOURCE: ANNUAL REPORT AND IBISWORLD
WWW.IBISWORLD.COM
Major Companies
Player Performance
continued
Player Performance
(% change)
Operating Income
($ million)
(% change)
2008-09
7,361.3
21.7
2,223.1
-2.9
Year**
2009-10
6,222.3
-15.5
1,546.8
-30.4
2010-11
4,326.3
-30.5
729.7
-52.8
2011-12
2,745.2
-36.5
-183.1
N/C
2012-13
2,259.9
-17.7
-25.2
-86.2
2013-14
1,693.9
-25.0
-6.7
-73.4
WWW.IBISWORLD.COM
Major Companies
Player Performance
continued
Player Performance
Electronic Arts Inc.
Market share: 3.3%
Industry Brand Names
Madden NFL
Battlefield
The Sims
BioShock
Revenue
($ million)
(% change)
Net Income
($ million)
(% change)
2008-09
2,170.8
24.2
-426.2
83.7
2009-10
1,836.0
-15.4
-344.7
-19.1
2010-11
1,652.4
-10.0
-143.6
-58.3
2011-12
1,791.9
8.4
15.1
N/C
2012-13
1,530.9
-14.6
48.8
223.2
2013-14
1,359.0
-11.2
12.5
-74.4
WWW.IBISWORLD.COM
Major Companies
Player Performance
continued
Player Performance
Sony Corporation
Market share: 3.1%
Industry Brand Names
PlayStation
PlayStation 2
PlayStation 3
PlayStation Portable (PSP)
PlayStation Network
(PSN)
PlayStation Vita (PS Vita)
(% change)
Operating Income
($ million)
(% change)
2008-09
2,310
-12.9
-114
28.1
2009-10
1,999
-13.5
110
N/C
2010-11
1,872
-6.4
45
-59.1
2011-12
1,839
-1.8
36
-20.0
2012-13
1,178
-35.9
2.0
-94.4
2013-14
1,256
6.6
-13.1
N/C
Year**
WWW.IBISWORLD.COM
Major Companies
Player Performance
continued
Other Companies
WWW.IBISWORLD.COM
Operating Conditions
of capital
intensity is L ow
Capital intensity
Economy
Information
Video Games
Information, Communications,
Mining, Finance and Real
Estate. To increase revenue
firms need superior debt
management, a stable
macroeconomic environment
and a sound investment plan.
Video Games
Capital Intensive
Labor Intensive
SOURCE: WWW.IBISWORLD.COM
WWW.IBISWORLD.COM
Operating Conditions
Capital Intensity
continued
Technology
& Systems
Level
The level
of
Technology
Change is H
igh
Production
These last ten years have ushered in the
age of the mega-game; video games with
budgets of $100 million and massive
marketing pushes designed to break
single-week sales records. Call of Duty:
Black Ops is a recent example of this
phenomenon, selling 8.4 million copies
in its first month, and eventually earning
$1 billion in sales. Not incidentally, the
onslaught of the mega-game coincided
with the rise of the dedicated 3D graphics
processor, a piece of hardware
independent of the central processing
unit with its own processor and memory,
whose only purpose is to rapidly render
3D scenes usually between 30 and 60
times per second. First popularized by
the Voodoo line of graphics cards in the
late 90s, dedicated 3D processors
(nowadays routinely referred to as
graphical processing units, or GPUs) are
now standard for any system designed to
play video games, and even new mobile
devices for whom gaming is not their
target niche.
Early gaming was not threedimensional for the most part but once
the hardware became feasible the
industry quickly adopted it, to the
exclusion of almost anything else. The
reason is economic; 3D games, as
opposed to 2D games, can be developed
at a far more distributed level of
assembly. Whereas with 2D games, a
production team might consist of a
WWW.IBISWORLD.COM
Operating Conditions
Technology
& Systems
continued
WWW.IBISWORLD.COM
Operating Conditions
Technology
& Systems
continued
Revenue Volatility
Level
The level
of
Volatility is M
edium
WWW.IBISWORLD.COM
Operating Conditions
Volatility vs Growth
1000
Revenue Volatility
continued
Hazardous
Rollercoaster
100
10
Video Games
1
0.1
Stagnant
30
10
Blue Chip
10
30
50
70
Regulation is
Lightand the
trend is S
teady
WWW.IBISWORLD.COM
Operating Conditions
Industry Assistance
Level & Trend
he level of
T
Industry Assistance
is N
oneand the
trend is S
teady
WWW.IBISWORLD.COM
Key Statistics
Industry Data
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
Sector Rank
Economy Rank
Industry
Revenue Value Added Establish($m)
($m)
ments
30,696.7
15,164.1
20,808
34,540.2
17,062.8
21,970
38,737.2
19,136.1
23,287
42,950.7
21,217.6
24,612
39,399.6
19,463.5
26,662
35,944.6
17,756.6
39,700
35,776.7
17,673.7
52,871
35,602.9
17,587.9
63,255
39,206.7
19,368.1
84,419
40,877.4
20,193.4
98,715
42,103.7
20,799.2
104,394
43,408.9
21,444.0
115,348
44,667.8
22,065.9
121,717
46,365.2
22,904.4
126,708
47,385.2
23,408.3
131,523
10/91
8/91
2/91
242/1288
146/1288
99/1287
Enterprises Employment
4,060
72,539
4,462
83,523
4,886
100,359
5,363
113,601
6,060
118,032
9,564
124,403
14,570
134,541
16,483
144,797
26,318
156,539
29,514
170,018
31,710
168,210
36,192
157,788
38,162
162,678
39,284
170,487
40,502
176,965
4/91
9/91
196/1287
238/1288
Exports
($m)
3,856.2
4,393.9
4,868.4
5,238.8
5,407.5
5,509.1
5,787.7
6,168.6
6,689.7
7,118.9
7,639.3
8,139.6
8,672.8
8,898.3
9,085.2
1/8
56/397
Imports
($m)
6,979.0
7,479.0
8,288.9
9,236.8
9,162.9
10,386.8
10,884.9
11,601.2
12,581.2
13,388.3
14,367.0
15,308.0
16,310.7
16,816.3
17,371.3
1/8
44/398
Wages
($m)
6,562.6
7,476.7
9,031.6
10,298.2
10,974.5
11,786.1
12,678.2
13,721.6
14,942.6
16,164.3
15,942.2
15,976.8
16,882.3
18,553.6
20,056.5
5/91
112/1288
Domestic
Demand
33,819.5
37,625.3
42,157.7
46,948.7
43,155.0
40,822.3
40,873.9
41,035.5
45,098.2
47,146.8
48,831.4
50,577.3
52,305.7
54,283.2
55,671.3
1/8
40/397
Enterprises Employment
(%)
(%)
9.9
15.1
9.5
20.2
9.8
13.2
13.0
3.9
57.8
5.4
52.3
8.1
13.1
7.6
59.7
8.1
12.1
8.6
7.4
-1.1
14.1
-6.2
5.4
3.1
2.9
4.8
3.1
3.8
11/91
17/91
24/1287
58/1288
Exports
(%)
13.9
10.8
7.6
3.2
1.9
5.1
6.6
8.4
6.4
7.3
6.5
6.6
2.6
2.1
4/8
98/397
Imports
(%)
7.2
10.8
11.4
-0.8
13.4
4.8
6.6
8.4
6.4
7.3
6.5
6.6
3.1
3.3
2/8
94/398
Wages
(%)
13.9
20.8
14.0
6.6
7.4
7.6
8.2
8.9
8.2
-1.4
0.2
5.7
9.9
8.1
17/91
87/1288
Domestic
Demand
(%)
11.3
12.0
11.4
-8.1
-5.4
0.1
0.4
9.9
4.5
3.6
3.6
3.4
3.8
2.6
3/8
108/397
Annual Change
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
Sector Rank
Economy Rank
Industry
EstablishRevenue Value Added
ments
(%)
(%)
(%)
12.5
12.5
5.6
12.2
12.2
6.0
10.9
10.9
5.7
-8.3
-8.3
8.3
-8.8
-8.8
48.9
-0.5
-0.5
33.2
-0.5
-0.5
19.6
10.1
10.1
33.5
4.3
4.3
16.9
3.0
3.0
5.8
3.1
3.1
10.5
2.9
2.9
5.5
3.8
3.8
4.1
2.2
2.2
3.8
37/91
37/91
7/91
352/1288
400/1288
16/1287
Key Ratios
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
Sector Rank
Economy Rank
IVA/Revenue
(%)
49.40
49.40
49.40
49.40
49.40
49.40
49.40
49.40
49.40
49.40
49.40
49.40
49.40
49.40
49.40
30/91
266/1288
Imports/
Demand
(%)
20.64
19.88
19.66
19.67
21.23
25.44
26.63
28.27
27.90
28.40
29.42
30.27
31.18
30.98
31.20
2/8
147/397
Exports/
Revenue
(%)
12.56
12.72
12.57
12.20
13.72
15.33
16.18
17.33
17.06
17.42
18.14
18.75
19.42
19.19
19.17
2/8
187/397
Revenue per
Employee
($000)
423.18
413.54
385.99
378.08
333.80
288.94
265.92
245.88
250.46
240.43
250.30
275.11
274.58
271.96
267.77
61/91
672/1288
Wages/Revenue
(%)
21.38
21.65
23.32
23.98
27.85
32.79
35.44
38.54
38.11
39.54
37.86
36.81
37.80
40.02
42.33
16/91
172/1288
Employees
per Est.
3.49
3.80
4.31
4.62
4.43
3.13
2.54
2.29
1.85
1.72
1.61
1.37
1.34
1.35
1.35
88/91
1180/1287
Average Wage
($)
90,469.95
89,516.66
89,992.93
90,652.37
92,979.02
94,741.28
94,232.98
94,764.39
95,456.08
95,074.05
94,775.58
101,254.85
103,777.40
108,827.07
113,335.97
24/91
90/1288
Share of the
Economy
(%)
0.11
0.12
0.13
0.14
0.13
0.12
0.12
0.11
0.12
0.13
0.13
0.13
0.13
0.13
0.13
8/91
146/1288
SOURCE: WWW.IBISWORLD.COM
WWW.IBISWORLD.COM
Industry Jargon
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