英国电子游戏行业市场前景及投资研究报告-培训课件外文版2024.5

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TRENDSVideogamingaudiencesintheUnitedKingdom(UK)CHAPTER

01OverviewShareofinternetusersworldwidewhoplayvideogamesonanydeviceasof3rdquarter2022,byregionGlobalgamingpenetration2022,bycountryShareofrespondents50%

60%0%10%20%30%40%70%80%90%100%110%PhilippinesIndonesiaVietnamThailandTurkey95.8%94.8%93.1%93%92.3%91.9%91.3%91.3%IndiaMexicoTaiwanSaudiArabiaSouthAfricaBrazil90.1%89.7%88.4%UAEChile88.2%87.6%4Description:Accordingtoasurveyofinternetaudiencesinthethirdquarterof2022,81.9percentofglobalinternetusersplayedvideogamesonanydevice.ThePhilippineshadthehighestvideogamingusagereach,rankingfirstwithagamingpenetrationof95.8percent.Indonesiawasrankedsecondwith94.8percentofrespondinginternetusersstatingthattheyplayedvideogames.BelgiumandJapanrankedlastastheonlycountriestohaveagamingreachlowerthan70percent.

ReadmoreNote(s):Worldwide;Q32022;16to64years;amonginternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialNumberofgamersinselectedgamingmarketsinEuropein2023(inmillions)NumberofgamersinselectEuropeancountries20236051.215043.9242.0340302010034.9427.39UnitedKingdomGermanyFranceItalySpain5/statistics/448421/gamers-in-european-countriesAsof2023,therewereanapproximate51.21milliongamersintheUnitedKingdomwithmobilephonesbeingthemostpopulardevicestogameonamongUKgamingaudiences.Germanyfollowedinsecondplacewith43.92milliongamingusers.

ReadmoreNote(s):Europe;2023Source(s):Advertising&MediaInsightsNumberofvideogameusersintheUnitedKingdom(UK)from2017to2027(inmillions)NumberofvideogamersintheUnitedKingdom2017-2027706057.5656.254.8353.1451.6151.2149.395040302010046.3544.014342.34201720182019202020212022202320242025202620276Description:In2023,therewereapproximately51.21millionvideogamersintheUnitedKingdom.Thisfigureisprojectedtoincreaseto57.56milliongamersby2027.VideogamingisamainstreamhobbythathasgainedsignificanttractionduringtheCOVID-19pandemic.ReadmoreNote(s):UnitedKingdom;2017to2027;digitalandphysicalformatsSource(s):VideogaminguserreachintheUnitedKingdom(UK)from2017to2027VideogamerpenetrationintheUnitedKingdom2017-202790%82.5%80.8%79.1%77%80%70%60%50%40%30%20%10%0%75.7%74.5%72.8%67.7%65.2%64%63.5%201720182019202020212022202320242025202620277Description:In2023,thevideogamingmarketpenetrationintheUnitedKingdom(UK)wasabout74.5percent.Thisfigureisprojectedtoreach82.5percentin2027.Videogaminguserpenetrationreferstotheshareofactivecustomers(oraccounts)ofthetotalpopulation.Overall,videogamingisamainstreamhobbyintheUK,asapproximatelythree-quartersofthecountry'spopulationplayvideogames.ReadmoreNote(s):UnitedKingdom;2017to2027;digitalandphysicalSource(s):DigitalMarketInsightsCHAPTER

02GamerdemographicsShareofinternetusersintheUnitedKingdom(UK)whoplayvideogamesonselecteddevicesasof3rdquarter2022VideogamingpenetrationintheUK2022,bydeviceShareofrespondents0%10%20%30%40%50%49%60%70%80%AnydeviceSmartphone72.4%Gamesconsole34.2%LaptopordesktopTabletdevice26.6%21.4%HandheldgamingdeviceMediastreamingdeviceVRheadset12.1%8.2%7.6%9Description:AsurveyamonginternetusersintheUnitedKingdomfoundthatasofthethirdquarterof2022,72.4percentofrespondentsstatedthattheyplayedvideogamesonanydevice.Smartphonegamingwasthemostpopularbyawidemargin-almosthalfofonlineusersintheUnitedKingdomplayedgamesontheirmobilephones.Consolegamingwasrankedsecondwitha34.2percentusagereach.ReadmoreNote(s):UnitedKingdom;Q32021;16to64years;amonginternetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialGamingpenetrationintheUnitedKingdom(UK)from2007to2022UKgamingreach2007-202270%62%60%60%50%40%30%20%10%0%56%44%42%41%39%38%37%37%36%36%35%34%31%2007200920102011201220132014201520162017201820192020/212021202210Description:InaSeptembertoNovember2022surveyofUKadultsaged16yearsandolder,itwasfoundthat56percentofrespondentsreportedeverplayinggamesonanydevice.Thisrepresentsaslightdeclinefromthe60percentofrespondentswhoclaimedthesameduringthepreviousyear.GamingpenetrationacrosstheUKgrewsignificantlyduringtheCOVID-19pandemic,asnationallockdownsforcedpeopletostayathomeandsocializethroughdigitalmeans.Amonggamingaudiences[...]

ReadmoreNote(s):UnitedKingdom;2007to2022;3,651respondents;16yearsandolder;includesmobile,console,PC,handheld,smarttv,VR,andwearabledevices;*n(2007)=2,905;n(2009)=1,824;n(2010)=2,117;n(2011)=1,823;n(2012)=1,805;n[...]

ReadmoreSource(s):CriticalResearch;OfcomGamingpenetrationintheUnitedKingdom(UK)from2013to2022,byagegroupandgenderUKgamingreach2013-2022,byagegroupandgender2013201447%41%73%62%51%39%26%%201544%39%66%63%44%42%25%%201641%32%67%50%42%27%23%%201741%31%70%49%40%29%23%%201844%32%65%59%36%35%23%%201946%32%73%52%41%40%24%%2020/2161%63%92%82%76%62%43%30%%202163%56%88%79%73%62%47%%202255%56%88%76%67%54%41%21%%MaleFemale16-2425-3435-4445-5455-6465+46%38%71%62%45%43%28%%65-7455+13%%19%%17%%21%%16%%23%%%26%%19%%%%75+4%7%9%13%14%9%%%%11Description:ASeptembertoNovember2022surveyofUKadultsaged16yearsandolderfoundthat88percentofrespondentsagedbetween16and24yearsplayedvideogames,downfroma92percentgamingpenetrationamongthesameagegroupin2020.Overall,gaminguptakeincreasedin2020duetotheglobalCOVID-19pandemic.ReadmoreNote(s):UnitedKingdom;2013toNovember2022;3,651respondents;16yearsandolder;*n(2007)=2,905;n(2009)=1,824;n(2010)=2,117;n(2011)=1,823;n(2012)=1,805;n(2013)=1,642;n(2014)=1,890;n(2015)=1,841;n(2016)=1,846;[...]

ReadmoreSource(s):CriticalResearch;OfcomDistributionofgamersinselectedgamingmarketsinEuropein2023,byagegroupShareofgamersinselectEuropeancountries2023,byagegroup18-19years20-29years30-39years40-49years8%50-59years60-64years8%100%90%80%70%60%50%40%30%20%10%0%9%9%10%25%22%22%24%25%23%20%26%21%22%20%29%24%20%24%18%22%19%21%16%3%France3%Germany2%Italy2%Spain3%UnitedKingdom12Description:Around24percentofadultgamersinFrancein2023wereagedbetween30and39years,andafurther22percentofFrenchgamerswereaged40to49years.Incontrast,onlyabout21percentofSpanishgamerswereaged30to39years.

ReadmoreNote(s):France,Germany,Spain,UnitedKingdom;April5,2022

toMarch17,2023;18to64yearsSource(s):ConsumerInsightsDistributionofvideogameusersintheUnitedKingdom(UK)asofJune2023,bygenderVideogamersintheUnitedKingdom2023,bygender60%53%50%40%30%20%10%0%47%FemaleMale13Description:AsofJune2023,approximately47percentofgamingaudiencesintheUnitedKingdom(UK)werefemale,withtheother53percentbeingmale.In2022,therewereapproximately39.9milliongamersintheUnitedKingdom.

ReadmoreNote(s):UnitedKingdom;July4,2022toJune22,2023;includingsmartphonegamersSource(s):ConsumerInsightsDistributionofvideogameusersintheUnitedKingdom(UK)asofJune2023,byagegroupVideogamersintheUnitedKingdom2023,byagegroup35%30%25%31%23%20%20%15%10%5%17%6%4%0%18-19years20-29years30-39years40-49years50-59years60-64years14Description:AsofJune2023,about31percentofvideogamersintheUnitedKingdomwereagedbetween30and39years,makingthisagegroupthebiggestvideogamingaudienceintheUK.Gamersaged20to29yearsmadeupanadditional23percentoftheUKgamingpopulation.ReadmoreNote(s):UnitedKingdom;July4,2022toJune22,2023;3,101respondents;18-64years;includingsmartphonegamersSource(s):ConsumerInsightsDistributionofvideogameusersintheUnitedKingdom(UK)asofJune2023,byincomeVideogamersintheUnitedKingdom2023,byincome40%35%35%35%30%25%20%15%10%5%30%0%HighincomeMediumincomeLowincome15Description:AsofJune2023,35percentofvideogamingaudiencesintheUnitedKingdomwereinthemediumincomebracket.Only30percentofsmartphonegamersintheUKbelongedtothelowincomebracket.Therewereapproximately39.9milliongamersintheUKin2022.ReadmoreNote(s):UnitedKingdom;July4,2022toJune22,2023;18-64years;includingsmartphonegamersSource(s):ConsumerInsightsCHAPTER

03UserengagementHoursspentonplayingvideogamesperweekintheUKasofJune2023HoursspentonplayingvideogamesperweekintheUK2023Shareofrespondents0%5%10%15%20%25%Lessthan1hour1to5hours9%26%6to10hours19%11to15hours11%16to20hours5%5%Morethan20hoursDon'tknow1%Idon'tplayvideogames23%17Description:Whenaskedabout"Hoursspentonplayingvideogamesperweek",26percentofUKrespondentsanswer"1to5hours".Thisonlinesurveywasconductedin2023,among4,034consumers.

ReadmoreNote(s):UnitedKingdom;July2022toJune2023;4034respondents;18-64yearsSource(s):ConsumerInsightsVideogameaccessintheUnitedKingdom(UK)in2022,bygenderUKvideogameaccess2022,bygenderMaleFemale25%20%15%10%5%23%19%15%13%12%7%7%3%0%DownloadedStreamed/accessedSharedPurchasedphysicalcopies18Description:AsurveyfieldedbetweenMarchandMay2022foundthat23percentofthemaleonlinepopulationintheUnitedKingdomhaddownloadedvideogamesinthepastthreemonths.Only13percentoffemalerespondentsclaimedthesame.

ReadmoreNote(s):UnitedKingdom;April7toMay31,2022;5,749respondents;12yearsandolder;onlinepopulation;inthepast3monthsSource(s):Audiencenet;GOV.UK;IntellectualPropertyOffice(UK)VideogameaccessintheUnitedKingdom(UK)in2022,byagegroupUKvideogameaccess2022,byagegroup12-1516-2425-3435-4445-5455+40%35%30%25%20%15%10%5%36%

36%33%32%30%26%22%22%22%19%16%16%12%11%10%

10%9%7%6%4%3%2%2%0%0%DownloadedStreamed/accessedSharedPurchasedphysicalcopies19Description:AsurveyfieldedbetweenMarchandMay2022foundthat36percentoftheonlinepopulationintheUnitedKingdomaged16to24yearshaddownloadedvideogamesinthepastthreemonths.Only30percentofrespondentsaged25to34yearsclaimedthesame.ReadmoreNote(s):UnitedKingdom;April7toMay31,2022;5,749respondents;12yearsandolder;onlinepopulation;inthepast3monthsSource(s):Audiencenet;GOV.UK;IntellectualPropertyOffice(UK)WeeklytimespentonmobilegamingamonggamersinselectedcountriesasofApril2022(inhours)Weeklymobilegamingtime2022,bycountry30

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hrsAll121716161515151414141313126765655773743343342334132122222122212212322213241421SouthAfricaIndonesiaUAE222822India19MexicoMalaysiaSaudiArabiaPhilippinesPoland2325192515HongKongBrazil2613920Italy191020Description:AnApril2022globalsurveyofmobilegamersfoundthat21percentofmobilegamersworldwidespentonetosevenhoursperweekplayingvideogamesontheirmobilephoneorhandhelddevice.GamersfromSouthAfricawereparticularlyengaged,withsevenpercentofrespondentsspendingapproximately14to21hoursonmobilegamingperweek.MobilegamersfromGreatBritainwererankedlastintermsofweeklyengagement.

ReadmoreNote(s):Worldwide;April2022;18yearsandolder;globalconsumerswhoplayfor30minsormoreeveryweek;onmobilephone/handhelddeviceSource(s):YouGovAspectsofgamingwiththebiggestnegativeimpactongamingexperienceaccordingtothegamersintheUnitedKingdom(UK)inApril2023UKgamersbiggestissueswithgaming2023ShareofrespondentsMajornegativeimpactMinornegativeimpact0%Nonegativeimpact20%

40%Don'tknow60%80%100%120%Toomanyin-gameadvertsBuggygamereleases(i.e.gamesreleasedwithbugsorglitches)Micro-transactions(i.e.smalldigitalpaymentstounlockin-gamefeatures.etc.)Pooroptimization/performanceissuesPoorgameplaymechanicsTitlesexclusivetooneconsolePoorpost-releasecontentupdatesLackofinnovativegamereleasesGamelaunchdelays21Description:AccordingtoasurveyofgamersintheUnitedKingdom,therewereseveralthingsthatnegativelyimpactedtheirgamingexperience.DuringtheApril2023survey,55percentofrespondentsstatedthattoomanyin-gameadvertshadasignificantnegativeimpactontheirgaming,followedby42percentwhostatedthesameaboutbuggygamereleases.ReadmoreNote(s):UnitedKingdom;April25to26,2023;817respondents;18yearsandolder;gamersSource(s):YouGovCHAPTER

04PC&onlinegamersPCandlaptopgamingpenetrationintheUnitedKingdom(UK)from2007to2022UKPCgamingreach2007-2022Pre-2021:onadesktopcomputer,laptopornetbookOnalaptopornetbookOnadesktopcomputer30%25%20%15%10%5%2007200920102011201220132014201520162017201820192020/212021202223Description:ASeptembertoNovember2022surveyofUKadultsaged16yearsandolderfoundthatninepercentofrespondentshadeverplayedgamesonaPC,comparedto11percentofrespondentswhoplayedvideogamesonalaptopornetbook.DespitePCgamingdecliningincomparisontothegrowingconsoleandmobilemarket,thesegmentreceivedaboostinpopularityduetotheCOVID-19pandemic.ReadmoreNote(s):UnitedKingdom;2012toNovember2022;3,651respondents;16yearsandolder;*n(2007)=2,905;n(2009)=1,824;n(2010)=2,117;n(2011)=1,823;n(2012)=1,805;n(2013)=1,642;n(2014)=1,890;n(2015)=1,841;n(2016)=1,846;[...]

ReadmoreSource(s):CriticalResearch;OfcomShareofgamingaudienceswhoeverplaygamesonlineintheUnitedKingdom(UK)from2017to2022OnlinegamingpenetrationintheUnitedKingdom(UK)2017-202280%70%60%50%68%66%52%45%44%40%30%20%10%0%201720182020/212021202224Description:ASeptembertoNovember2022surveyfoundthatalmostsevenintengamersintheUnitedKingdomeverplayedgamesonline.Thisrepresentsatwopercentagepointincreaseinonlinegamingreachfromthepreviousyear.OnlinegaminghasalwaysenjoypopularityamongUKgamersbutgainedawholenewrelevanceduringtheCOVID-19pandemic.ReadmoreNote(s):UnitedKingdom;2017toNovember2022;2,032respondents;16yearsandolder;whoplaygamesonanytypeofgamingdevice;*n(2022)=2,032;n(2020/21)=1,912;n(2018);n(2017)=544;Datanotavailablefor2019.2022wave:[...]

ReadmoreSource(s):CriticalResearch;OfcomShareofgamingaudienceswhoeverplaygamesonlineintheUnitedKingdom(UK)from2017to2022,bygenderOnlinegamingpenetrationintheUnitedKingdom(UK)2017-2022,bygenderMaleFemale80%70%60%50%40%30%20%10%0%75%71%61%60%60%60%58%43%29%23%201720182020/212021202225Description:ASeptembertoNovember2022surveyfoundthat75percentofmaleUKgamerseverplayedgamesonline.TheonlinegamingreachamongfemalegamersintheUnitedKingdomwas61percent,upfrom23percentin2018.Inthemostrecentlymeasuredperiod,youngpeopleweremostlikelytoplaygamesonline,withonlinegamingpenetrationamongthoseaged16to24standingat82percent.ReadmoreNote(s):UnitedKingdom;2017toNovember2022;1,380respondents;16yearsandolder;whoplaygamesonanytypeofgamingdevice;*n(2022)=2,032;n(2020/21)=1,912;n(2018);n(2017)=544;Datanotavailablefor2019.2022wave:[...]

ReadmoreSource(s):CriticalResearch;OfcomShareofgamingaudienceswhoeverplaygamesonlineintheUnitedKingdom(UK)asof2022,byagegroupOnlinegamingpenetrationintheUnitedKingdom(UK)2022,byagegroup90%82%80%72%67%70%60%50%40%30%20%10%0%62%56%51%16-2425-3435-4445-5455-6465+26Description:ASeptembertoNovember2022surveyfoundthat82percentUKgamersaged16to24yearsplayedgamesonline.Morethanhalfofgamersagedupto44yearshadeverplayedgamesonline,and68percentofgamersintheUnitedKingdomhadeveryplayedonlinegameswithoragainstotherplayers.ReadmoreNote(s):UnitedKingdom;September23toNovember9,2022;2,032respondents;16yearsandolder;whoplaygamesonanytypeofgamingdeviceSource(s):CriticalResearch;OfcomCHAPTER

05MobilegamersMobilephonegamingpenetrationintheUnitedKingdom(UK)from2009to2022UKmobilephonegamingreach2009-202245%40%35%30%25%20%15%10%5%0%200920102011201220132014201520162017201820192020/212021202228Description:ASeptembertoNovember2022surveyofUKadultsaged16yearsandolderfoundthat36percentofrespondentshadeverplayedgamesontheirmobilephone,slightlydownfroma37percentmobilegamingpenetrationinthepreviousyear.DuringtheinitialoutbreakoftheCOVID-19pandemic,mobilegamingmadedoubledigitgainsacrossalldemographicgroups,withmobilegamersaged35to44yearsexperiencingthebiggestgrowthof24percentagepoints.

ReadmoreNote(s):UnitedKingdom;2009toNovember2022;3,651respondents;16yearsandolder;*n(2007)=2,905;n(2009)=1,824;n(2010)=2,117;n(2011)=1,823;n(2012)=1,805;n(2013)=1,642;n(2014)=1,890;n(2015)=1,841;n(2016)=1,846;[...]

ReadmoreSource(s):CriticalResearch;OfcomMobilephonegamingpenetrationintheUnitedKingdom(UK)from2012to2022,bygenderUKmobilephonegamingreach2012-2022,bygenderMaleFemale50%45%40%43%41%40%35%35%33%31%29%

29%30%25%20%15%10%5%26%26%25%22%22%21%

21%21%20%20%19%16%16%10%0%201220132014201520162017201820192020/212021202229Description:ASeptembertoNovember2022surveyofUKadultsaged16yearsandolderfoundthat40percentoffemalerespondentsplayedgamesontheirmobilephone,upfroma20percentgamingpenetrationamongthesamegroupin2019.DuringtheinitialoutbreakoftheCOVID-19pandemic,mobilegamingmadedoubledigitgainsacrossalldemographicgroups,withmobilegamersaged35to44yearsexperiencingthebiggestgrowthof24percentagepoints.

ReadmoreNote(s):UnitedKingdom;2012toNovember2022;3,651respondents;16yearsandolder;*n(2007)=2,905;n(2009)=1,824;n(2010)=2,117;n(2011)=1,823;n(2012)=1,805;n(2013)=1,642;n(2014)=1,890;n(2015)=1,841;n(2016)=1,846;[...]

ReadmoreSource(s):CriticalResearch;OfcomMobilephonegamingpenetrationintheUnitedKingdom(UK)from2012to2022,byagegroupUKmobilephonegamingreach2012-2022,byagegroup16-2425-3435-4445-5455-6465+55+65-7475+70%60%50%40%30%20%10%0%-10%201220132014201520162017201820192020/212021202230Description:ASeptembertoNovember2022surveyofUKadultsaged16yearsandolderfoundthat53percentofrespondentsagedbetween16and24yearseverplayedgamesontheirmobilephone,downfroma58percentgamingpenetrationamongthesameagegroupin2020.In2020,mobilegamingsawgainsacrossallagegroups,withmobilegamersaged35to44yearsexperiencingthebiggestgrowthof24percentagepoints.Overall,gaminguptakeincreasedin2020duetotheglobal[...]

ReadmoreNote(s):UnitedKingdom;2012toNovember2022;3,651respondents;16yearsandolder;*n(2007)=2,905;n(2009)=1,824;n(2010)=2,117;n(2011)=1,823;n(2012)=1,805;n(2013)=1,642;n(2014)=1,890;n(2015)=1,841;n(2016)=1,846;[...]

ReadmoreSource(s):CriticalResearch;OfcomTabletgamingpenetrationintheUnitedKingdom(UK)from2011to2022UKtabletgamingreach2011-202225%20%20%15%10%5%19%15%15%13%12%12%11%10%10%5%2%0%2011201220132014201520162017201820192020/212021202231Description:ASeptembertoNovember2022surveyofUKadultsaged16yearsandolderfoundthat15percentofrespondentseverplayedgamesonatabletdevice,downfroma19percenttabletgamingpenetrationinthepreviousyear.DuringtheCOVID-19outbreak,tabletgamingmadelargegainsacrossalldemographicgroups,withtabletgamersaged45to54yearsexperiencingthebiggestgrowthof16percentagepoints.

ReadmoreNote(s):UnitedKingdom;2009toNovember2022;3,651respondents;16yearsandolder;*n(2007)=2,905;n(2009)=1,824;n(2010)=2,117;n(2011)=1,823;n(2012)=1,805;n(2013)=1,642;n(2014)=1,890;n(2015)=1,841;n(2016)=1,846;[...]

ReadmoreSource(s):CriticalResearch;OfcomTabletgamingpenetrationintheUnitedKingdom(UK)from2012to2022,bygenderUKtabletgamingreach2012-2022,bygenderMaleFemale25%20%22%21%18%18%16%15%15%10%5%14%14%14%13%13%12%11%11%11%

11%10%10%

10%9%5%4%0%201220132014201520162017201820192020/212021202232Description:ASeptembertoNovember2022surveyofUKadultsaged16yearsandolderfoundthat18percentoffemalerespondentsplayedgamesonatabletdevice,upfromatenpercenttabletgamingpenetrationamongthesamegroupin2019.Tabletgamingmadelargedigitgainsacrossalldemographicgroups,withtabletgamersaged45to54yearsexperiencingthebiggestgrowthof16percentagepointsin2021.

ReadmoreNote(s):UnitedKingdom;2009toNovember2022;3,651respondents;16yearsandolder;*n(2007)=2,905;n(2009)=1,824;n(2010)=2,117;n(2011)=1,823;n(2012)=1,805;n(2013)=1,642;n(2014)=1,890;n(2015)=1,841;n(2016)=1,846;[...]

ReadmoreSource(s):CriticalResearch;OfcomTabletgamingpenetrationintheUnitedKingdom(UK)from2012to2022,byagegroupUKtabletgamingreach2012-2022,byagegroup16-2425-3435-4445-5455-6465+55+65-7475+30%25%20%15%10%5%0%-5%201220132014201520162017201820192020/212021202233Description:ASeptembertoNovember2022surveyofUKadultsaged16yearsandolderfoundthat15percentofrespondentsagedbetween45and54yearseverplayedgamesontheirtabletdevice,upfromatenpercenttabletgamingpenetrationamongthesameagegroupin2019.Overall,gaminguptakeincreasedin2020duetotheglobalCOVID-19pandemic.ReadmoreNote(s):UnitedKingdom;2009toNovember2022;3,651respondents;16yearsandolder;*n(2007)=2,905;n(2009)=1,824;n(2010)=2,117;n(2011)=1,823;n(2012)=1,805;n(2013)=1,642;n(2014)=1,890;n(2015)=1,841;n(2016)=1,846;[...]

ReadmoreSource(s):CriticalResearch;OfcomDistributionofsmartphonevideogameusersintheUnitedKingdom(UK)asofMarch2023,bygenderSmartphonegamersintheUnitedKingdom2023,bygender60%51%49%50%40%30%20%10%0%FemaleMale34Description:AsofMarch2023,approximately51percentofsmartphonegamingaudiencesintheUnitedKingdom(UK)werefemale.Malegamersaccountedfor49percentofsmartphonegamers.Overall,thebiggestgroupofsmartphonegamersintheUKwerebetween30and39yearsold.ReadmoreNote(s):UnitedKingdom;March2023;1,896respondents;18-64years;excludingtabletgamersSource(s):ConsumerInsightsDistributionofsmartphonevideogameusersintheUnitedKingdom(UK)asofMarch2023,byagegroupSmartphonegamersintheUnitedKingdom2023,byagegroup35%30%25%29%23%23%20%15%10%5%17%4%3%0%18-19years20-29years30-39years40-49years50-59years60-64years35Description:AsofMarch2023,approximately29percentofsmartphonegamingaudiencesintheUnitedKingdom(UK)werebetween30and39yearsold.Overall,morethanhalfofsmartphonegamersintheUnitedKingdomwerefemale.

ReadmoreNote(s):UnitedKingdom;March2023;1,896respondents;18-64years;excludingtabletgamersSource(s):ConsumerInsightsDistributionofsmartphonevideogameusersintheUnitedKingdom(UK)asofMarch2023,byincomeSmartphonegamersintheUnitedKingdom2023,byincome40%36%35%30%25%20%15%10%5%33%30%0%Highincome(top33%ofhouseholds)Mediumincome(mid33%ofhouseholds)Lowincome(bottom33%ofhouseholds)36Description:AsofMarch2023,36percentofsmartphonegamingaudiencesintheUnitedKingdomwereinthemedium-incomebracket.Only30percentofsmartphonegamersintheUKbelongedtothelow-incomebracket.Therewereapproximately39.9milliongamersintheUKin2022.ReadmoreNote(s):UnitedKingdom;March2023;1,896respondents;18-64years;excludingtabletgamersSource(s):ConsumerInsightsCHAPTER

06ConsolegamersConsolegamingpenetrationintheUnitedKingdom(UK)from2007to2022UKconsolegamingreach2007-202235%30%30%27%27%26%25%24%24%25%20%15%10%5%23%20%17%17%16%16%15%15%0%2007200920102011201220132014201520162017201820192020/212021202238Description:ASeptembertoNovember2022surveyofUKadultsaged16yearsandolderfoundthatoverafifthofrespondentshadeverplayedgamesonagamingconsole.Thisrepresentsafourpercentagepointgrowthcomparedtotheprevioussurveyperiod.Consolegamingisthesecond-mostpopulartypeofvideogamingintheUK,rankingonlybehindmobilegamingintermsofaudiencereach.ReadmoreNote(s):UnitedKingdom;2007toNovember2022;3,651respondents;16yearsandolderSource(s):CriticalResearch;OfcomConsolegamingpenetrationintheUnitedKingdom(UK)from2015to2022,bygenderUKconsolegamingreach2015-2022,bygenderMaleFemale45%40%35%39%32%30%28%25%24%24%25%20%15%10%5%23%22%22%21%17%10%9%8%7%7%0%201520162017201820192020/212021202239Description:ASeptembertoNovember2022surveyofUKadultsaged16yearsandolderfoundthatalmostthreeintenmalerespondentshadeverplayedgamesonagamingconsole.IntheUnitedKingdom,menweremorelikelytoplayconsolegamesthan