2009ESSENTIAL FACTS

About the Canadian Computer and Video Game Industry

.....3

what’s inside?

All data in this document is from NPD Group’s 2009 Understanding the Canadian Gamer custom research unless otherwise noted. The survey was commissioned by ESAC and gathered data from

2,969 Canadian adults, 225 Canadian teens (13-17) and 377 Canadian children (6-12).

WHO’S PLAYING COMPUTER AND VIDEO GAMES 4

HOW OFTEN DO CANADIANS PLAY 5

ON WHAT PLATFORMS DO PLAYERS PLAY THE MOST 6

ALL IN THE FAMILY 7

ESRB RATINGS AND CONTENT DESCRIPTORS 8

TOP SELLING VIDEO GAMES 9

Chart of 20 top selling video games 9 »

Chart of 20 top selling PC games 9 »

WELLNESS GAMING: BRAIN GAMES & ACTIVE GAMES 10

Brain games 11 »

Active games 11 »

Wellness Gaming: In their own words 12 »

Future demand for wellness games 13 »

WHO WE ARE 14

About ESAC 14 »

ESAC members 14 »

OTHER RESOURCES 15

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whO is PLaYinG COMPUteR and VideO GaMes? whO is PLaYinG COMPUteR and VideO GaMes?

96%of Canadian households own a computer

...........................

48%of Canadian households have at least one video game console such

as an Xbox 360, Wii or PlayStation...........................

Average age of Canadian gamer:

35.8 years

A Computer

50%

36%

9%5%

A game console such as an Xbox 360,Wii or Playstation 3 hookedup to a television

A handheld game system such as aNintendo DS or Sony PSP

A cell phone or other mobiledevice such as a Blackberry,PalmPilot, i-Phone or i-Touch

Female Gamers

Gender of game players

Canadians, by age, who have played a video game in the past 4 weeks:

Male Gamers

55+

Adult 35-54

Adult 18-4

Teen 13-17

Child 6-12

Mobile DeviceHandheldGame ConsoleComputer

35-54 55+18-3413-176-12

91%

80%

67%

48%

34%

AGES

40%

60%

80%

100%

20%

32%

29%

10%

1% 1%6%8%

5%8%

7%

4%

39%

51%

46%

34%

15%

32%

39%

54%

81%

34.9%

64.3%

20%

40%

60%

80%

100%

A Computer

50%

36%

9%5%

A game console such as an Xbox 360,Wii or Playstation 3 hookedup to a television

A handheld game system such as aNintendo DS or Sony PSP

A cell phone or other mobiledevice such as a Blackberry,PalmPilot, i-Phone or i-Touch

Female Gamers

Gender of game players

Canadians, by age, who have played a video game in the past 4 weeks:

Male Gamers

55+

Adult 35-54

Adult 18-4

Teen 13-17

Child 6-12

Mobile DeviceHandheldGame ConsoleComputer

35-54 55+18-3413-176-12

91%

80%

67%

48%

34%

AGES

40%

60%

80%

100%

20%

32%

29%

10%

1% 1%6%8%

5%8%

7%

4%

39%

51%

46%

34%

15%

32%

39%

54%

81%

34.9%

64.3%

20%

40%

60%

80%

100%

.....5

hOw OFten dO Canadians PLaY?

hours Played Per weekFrequency of play over past 4 weeks

26%11%

48%

31%

14%

24%

7%

9%

5%

16%

4%

6%

EverydayLess than 1

A few daysper week

1-3 Hours

Once aweek

4-6 Hours

Once every2 weeks

7-9 Hours

Once in thepast 4 weeks

10-15 Hours

16-20 Hours

21+ Hours

0 10% 20% 30% 40% 50% 60%

Total Child (6-12)

Total Teen (13-17)

Age 55+

Adult Female

Adult MaleOnce in the

past 4 weeks3%

4%

5%

5%

6%

3%

5%

7%

8%

7%

12%

11%

9%

14%

15%

57%

42%

44%

49%

45%

26%

38%

35%

24%

27%

Once every2 weeks

Once a Week

A few daysper week

Every Day

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On what PLatFORM dO GaMeRs PLaYthe MOst FReQUentLY?

A Computer

50%

36%

9%5%

A game console such as an Xbox 360,Wii or Playstation 3 hookedup to a television

A handheld game system such as aNintendo DS or Sony PSP

A cell phone or other mobiledevice such as a Blackberry,PalmPilot, i-Phone or i-Touch

Female Gamers

Gender of game players

Canadians, by age, who have played a video game in the past 4 weeks:

Male Gamers

55+

Adult 35-54

Adult 18-4

Teen 13-17

Child 6-12

Mobile DeviceHandheldGame ConsoleComputer

35-54 55+18-3413-176-12

91%

80%

67%

48%

34%

AGES

40%

60%

80%

100%

20%

32%

29%

10%

1% 1%6%8%

5%8%

7%

4%

39%

51%

46%

34%

15%

32%

39%

54%

81%

34.9%

64.3%

20%

40%

60%

80%

100%

A Computer

50%

36%

9%5%

A game console such as an Xbox 360,Wii or Playstation 3 hookedup to a television

A handheld game system such as aNintendo DS or Sony PSP

A cell phone or other mobiledevice such as a Blackberry,PalmPilot, i-Phone or i-Touch

Female Gamers

Gender of game players

Canadians, by age, who have played a video game in the past 4 weeks:

Male Gamers

55+

Adult 35-54

Adult 18-4

Teen 13-17

Child 6-12

Mobile DeviceHandheldGame ConsoleComputer

35-54 55+18-3413-176-12

91%

80%

67%

48%

34%

AGES

40%

60%

80%

100%

20%

32%

29%

10%

1% 1%6%8%

5%8%

7%

4%

39%

51%

46%

34%

15%

32%

39%

54%

81%

34.9%

64.3%

20%

40%

60%

80%

100%

.....7

aLL in the FaMiLYFamilies are getting in on the fun, with the majority of parents and their chil-dren choosing to play video games together. According to the research:

74%of Parent Gamers aged 35-54 report that

they play video games with their child

...........................

84%of Parent Gamers aged 18-34 report that

they play video games with their child

...........................

The majority of Parent Gamers play games with their family once a week or more

57%

...........................

95%of Parent Gamers report that

their child has played video games in the past 4 weeks

For further information and resources on family gaming including how-to videos on using parental controls and information on ESAC’s Commitment to Parents Program, please visit our website at http://theesa.ca/parents.

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esRB RatinGs and COntent desCRiPtORs

The ESRB (Entertainment Software Rating Board) ratings are designed to provide consumers, especially parents, with concise, impartial guidance about the age-appropriateness and content of computer and video games so that they can make informed purchasing decisions about the games they deem suitable for their children and families.

esRB ratings have two equal parts: Rating Symbols suggest age appropriateness for the game, and appear on the front of virtually every game box available for retail sale or rental in the United States and Canada.

Content Descriptors, which appear on the back next to the rating symbol, indicate elements in a game that may have triggered a particular rating and/or may be of interest or concern.

When purchasing or renting video games for their child

82%of Parent Gamers sometimes or always check the

ESRB rating symbol on the game box...........................

86%of Parent Gamers sometimes or always use the content descriptors

when purchasing games for their child...........................

95%of Adult Gamers agree that the ESRB rating system is very useful to help

parents buy and rent age-appropriate video games for their children

Cartoon ViolenceMild LyricsViolence en AnimatonChansons Grossières

ESRB CONTENT RATING

ENFANTS ET ADULTES 10+

CLASSIFIÉ PAR L'ESRBwww.esrb.org

Cartoon ViolenceMild LyricsViolence en AnimatonChansons Grossières

ESRB CONTENT RATING

ENFANTS ET ADULTES 10+

CLASSIFIÉ PAR L'ESRBwww.esrb.org

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tOP 20 seLLinG VideO GaMes FROM aUGUst 08 - JULY 2009RanK titLe PLatFORM esRB RatinG

1 WII FIT W/BALANCE BOARD WII EVERYONE

2 WII MARIO KART W/ WHEEL WII EVERYONE

3 WII PLAY W/REMOTE WII EVERYONE

4 CALL OF DUTY: WORLD AT WAR 360 MATURE

5 NHL 09 360 EVERYONE 10+

6 GEARS OF WAR 2 360 MATURE

7 NEW SUPER MARIO BROS NDS EVERYONE

8 BRAIN AGE 2: MORE TRAINING IN MINUTES A DAY NDS EVERYONE

9 NHL 2K9 WII EVERYONE 10+

10 NHL 09 PS3 EVERYONE 10+

11 CALL OF DUTY: WORLD AT WAR PS3 MATURE

12 MARIO KART DS NDS EVERYONE

13 BRAIN AGE: TRAIN YOUR BRAIN IN MINUTES A DAY NDS EVERYONE

14 FABLE II 360 MATURE

15 POKEMON PLATINUM VERSION NDS EVERYONE

16 MARIO PARTY NDS EVERYONE

17 LITTLE BIG PLANET PS3 EVERYONE

18 UFC 2009 UNDISPUTED 360 TEEN

19 LINKíS CROSSBOW TRAINING W/ ZAPPER WII TEEN

20 KIRBY SUPER STAR ULTRA NDS EVERYONE

RanK titLe esRB RatinG1 WORLD OF WARCRAFT: WRATH OF THE LICH KING EXPANSION PACK TEEN

2 THE SIMS 3 TEEN

3 SPORE EVERYONE 10+

4 THE SIMS 2 DOUBLE DELUXE TEEN

5 WORLD OF WARCRAFT: BATTLE CHEST TEEN

6 WARHAMMER ONLINE: AGE OF RECKONING TEEN

7 THE SIMS 2 APARTMENT LIFE EXPANSION PACK TEEN

8 WORLD OF WARCRAFT TEEN

9 LEFT 4 DEAD MATURE

10 CALL OF DUTY: WORLD AT WAR MATURE

11 WORLD OF WARCRAFT: BURNING CRUSADE EXPANSION PACK TEEN

12 FALLOUT 3 MATURE

13 COMMAND & CONQUER: RED ALERT 3 TEEN

14 THE SIMS 2 PETS EXPANSION PACK TEEN

15 GRAND THEFT AUTO IV MATURE

16 WORLD OF WARCRAFT III BATTLE CHEST TEEN

17 FAR CRY 2 MATURE

18 THE SIMS 2 SEASONS EXPANSION PACK TEEN

19 DIABLO BATTLE CHEST MATURE

20 CRYSIS: WARHEAD MATURE

tOP 20 seLLinG PC GaMes FROM aUGUst 08 - JULY 2009

tOP 5 titLes PLaYed OR Owned inCLUde:

tOP 5 seLLinG weLLness GaMes FROM aUGUst 08 - JULY 09

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weLLness GaMinGEntertainment software has emerged as a useful tool to promote physical and mental well-being. Games designed to challenge mental aptitude and increase physical activity have become increasingly popular amongst gamers, and have been widely embraced by educational institutions, retirement com-munities, and the health community. Here are the figures:

aCtiVe weLLness GaMes include such titles as: Wii Fit, Dance Dance Revolution and EA Sports Active.

BRain weLLness GaMes include such titles as: Brain Age, Flash Focus and Hot Brain.

RanK titLe PLatFORM esRB RatinG

1 WII FIT W/ BALANCE BOARD WII EVERYONE

2 BRAIN AGE 2: MORE TRAINING IN MINUTES A DAY NDS EVERYONE

3 BRAIN AGE: TRAIN YOUR BRAIN IN MINUTES A DAY NDS EVERYONE

4 WII DDR: HOTTEST PARTY 2 BUNDLE WII EVERYONE 10+

5 EA SPORTS ACTIVE BUNDLE WII EVERYONE

34%

27%

19%

14%

13%

Wii Fit

Dance Dance Revolution

Nintendo DS Brain Age

Nintendo DS Big Brain Academy

EA Sports Active

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First type of entertainment software that I ever bought was a gamedesigned to challenge my physical and/or mental abilities:

Active Games Brain Games

55+ Total Teen Total Adult0

5%

10%

15%

20%

25%

30%

35%

40%

39%

39%

20%

32%34% 34%

Brain Games:

66%of Wellness Gamers rate Brain Games as being very effective

...........................

64%of Teen Wellness Gamers endorsed at least one positive outcome from playing Brain Games, such as “I am in a better mood after playing” or “I feel like I

can think quicker after I play”

active Games:

76%of Teen Wellness Gamers endorsed at least one positive outcome from playing

Active Games, with 40% claiming to feel better physically after playing

Wellness Games are being embraced by all demographics as an additional way to help stay mentally alert and physically active. Figures show that for many respondents, this genre of entertainment software was the first type of video game they had ever purchased.

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weLLness GaMinG: in theiR Own wORds

“I find that the whole family gets involved with these titles and that it becomes a competi-tion between us.” Male 44

“I have lost weight and developed some muscle. We bought a Wii and Wii Fit for my parents who are both in their early 80’s and they use it daily. It is an excellent system and the games are perfect for seniors.” Female 49

“She loves these games and will play until she has no en-ergy left. These games are great for when the weather is bad and we can’t go outside-she can get all her exercise in the house.” Parent of girl, age 8

“A change in concentration, staying on tasks, organizational and abstract skills and mental abilities…these in turn caused a positive change in her moods and confidence in her abili-ties.” Mother of female, age 12

“They helped

exercise my body

and have fun at

the same time. It

makes you feel

refreshed after.”

Male 31

“My memory has definitely improved. I notice my brain age getting lower as I play these games.” Female 50

“He absolutely loves playing with me, he has great motor skills…even better than me!” Parent of male, age 7

“The Wii Fit had enough variety for both my husband and me to keep us enter-tained. We both started getting in better shape.” Female 27

“Helps to encourage him to con-tinue when he is discouraged…gaining confidence and boosts in energy levels.” Parent of male, age 8

“My daughter is more active, more fit, more confident with fit-ness and more aware of overall body health.” Parent of female, age 10

“She likes answering the math ques-tions and feels good when she gets them right.” Mother of female, age 7

“I find that my memory has improved greatly and although I’m 78 years old I have obtained a brain age of 30.” Female 78

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45%

weLLness GaMes FUtURe deMand:Gamers have shown a lot of interest in Wellness Games and the figures show that future demand for this genre of entertainment software is very strong

44% 46% 11%

43% 17%

29% 29%42%

26% 32%42%

22% 34%

Those designed to improve mental abilities or overall

mental well-being

Very Interested Somewhat Interested Not that Interested

Those designed to improve physical abilities or overall

physical well-being

Those designed to help learn a second language

Those designed to improve musical abilities or help learn

how to play an instrument

Those designed to help with other types of self-

improvement (e.g., cook-ing, bartending, dancing,

etc.)

40%

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whO we aRe?

about the esaCThe Entertainment Software Association of Canada (ESAC) is dedicated exclusively to serving the business and public affairs needs of companies in Canada that publish and distribute computer and video games for video game consoles, handheld devices, personal computers and the Internet. ESAC offers a range of services, including business and consumer research, government relations and a global anti-piracy program. Association members include the nation’s leading interactive entertainment software publishers and distribu-tors, which collectively accounted for more than 90 per cent of the $2.2 billion in entertainment software and hardware sales in Canada in 2008. The entertainment software industry currently accounts for 247 firms and 14,000 direct jobs and thousands more in related fields across Canada.

esaC Members as of January 2009

• Activision Blizzard

• Disney Interactive Studios

• Electronic Arts

• Microsoft Canada

• Nintendo of Canada Ltd.

• Solutions 2 Go

• Sony Computer Entertainment Canada

• Synergex Corporation

• Take2 Interactive

• Team One Marketing Ltd.

• THQ

• Ubisoft Canada, Inc.

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OtheR ResOURCes

entertainment software association (esa)The Entertainment Software Association is the U.S. association exclusively dedicated to serving the business and public affairs needs of companies that publish computer and video games for video game consoles, personal comput-ers, and the Internet. The ESA offers a range of services to interactive enter-tainment software publishers including a global anti-piracy program, business and consumer research, government relations and intellectual property protec-tion efforts. The ESA also owns and operates the E3 Expo. For more informa-tion, please visit: www.theesa.com

entertainment software Rating Board (esRB)The Entertainment Software Rating Board (ESRB) is a non-profit, self-regu-latory body established in 1994 by the Entertainment Software Association (ESA). ESRB assigns computer and video game content ratings, enforces industry-adopted advertising guidelines and helps ensure responsible online privacy practices for the interactive entertainment software industry. For more information, please visit: www.esrb.org

nPd GroupThe NPD Group is the leading provider of reliable and comprehensive con-sumer and retail information for a wide range of industries. Today, more than 1,700 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, contact us, visit http://www.npd.com/ or follow us on Twitter at http://www.twitter.com/npdgroup.

www.theesa.ca