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The news that Game is to going into administration because nobody is going there seems at odds with recently published figures from the Entertainment Retaliers Association (ERA) showing that sales from the UK gaming industry totalled £1.93bn in 2011. Sales of DVD and other video formats ‘only’ amounted to £1.8bn. Whilst seemingly contradictory, these two stories make an important point – the game is changing.

Gaming is huge. Gamer numbers have rocketed, and traditional gamer audiences have evolved. The fact is, the people who play games aren’t the stereotype everyone’s used to seeing, and the games themselves aren’t even necessarily in the stereotypical places. Social gaming is becoming a big business, with Zynga reporting an estimated $311m (c. £194m) revenue from 153m unique users, and women make up approximately 55% of these gamers on SNS. The abililty to play with your ‘real-life friends’ attracts an older generation of women as well as those tech-savvy teens, and lends credence to the supposition that you can reach a full spectrum of people by dabbling with the world of social gaming. And it’s already being seen that social is the marijuana of the gaming industry – it seems innocent at first, but it’s only a matter of time before you’re on to the harder stuff.

Meanwhile, console gaming continues to break records. ‘Call of Duty: Modern Warfare 3′ grossed £490m worldwide in the first five days of its release – to put this in context Avatar made £48m worldwide in its opening weekend. Advertisers can take advantage of the popularity of console games, accessing these worlds with in-game advertising.

The closure of Game won’t arrest this blockbuster ascent in console game revenues, but it may accelerate the evolution of gaming, in that it brings about the demise of boxed games faster, in favour of downloadable content.

So whether it’s making money directly from a popular freemium game developed with a client, or buying perimeter board space around EPL matches in FIFA, the marketing, advertising and business opportunities in the gaming sector are only beginning to be explored. So let our Gaming Future Team be the David Livingstone to your classical period of European geographical discovery and colonial penetration of the African continent (or blog!), as we keep our eyes peeled for all the latest developments.


WCRS Tweets
  • On @makerstudios - 50% of views of content is within 48 hours of it being available. Discussion peak during this period too. #FTMedia

    28 April, 13:41:17
  • 80% of all consumer internet traffic will be video by 2018. It is currently about 50%. #FTMedia

    28 April, 13:33:55
  • YouTube Kids launched with a timer - so parents could limit how much time their children spend on it. The feature is barely used. #FTMedia

    28 April, 13:15:05
  • When Baumgartner jumped from space, 10% global internet bandwidth used watching him on YouTube. When parachute opened this dropped. #FTMedia

    28 April, 13:09:06
  • 300 hours of video content are uploaded to YouTube every minute. #FTMedia

    28 April, 13:07:05
  • Video will eventually usurp display advertising online. The power of film. #FTMedia

    28 April, 10:36:46
  • Great content will always be great content. Red Bull is to some extent more a fantastic content producer than a soft drinks firm #FTMedia

    28 April, 10:32:02
  • The dominant platform is not the PC, it is mobile. Don't think 'Mobile-first', think 'Mobile' @BenedictEvans #FTMedia

    28 April, 09:21:10
  • Successful new companies - @uber @Airbnb - are built around new technology but are not technology firms #FTMedia http://t.co/AM9O0oyEZ8

    28 April, 09:19:31
  • Comms are going digital and mobile. Email and telephone calls "are for grandparents" @BenedictEvans #FTMedia http://t.co/a0Z9i2IvJe

    28 April, 09:16:44
  • WhatsApp is more than 50% bigger than the global SMS messages (with just 40 engineers) @BenedictEvans #FTMedia

    28 April, 09:13:52
  • More than half of all time spent online in the US is spent in mobile apps. @BenedictEvans #FTMedia

    28 April, 09:12:01
  • Mobile doesn't really mean mobile. Most usage is at home or at work. #FTMedia http://t.co/ZnITEfvO6l

    28 April, 09:11:18
  • By 2020, 80% of the world will have a smartphone. The completely dwarfs what was ever achieved with the PC industry. #FTMedia

    28 April, 09:05:05
  • Is the growth in content production (from people, brands and publishers) sustainable? Or is it a bubble that will burst? #FTMedia

    28 April, 08:53:28