GAMING TRENDS

DEMOGRAPHIC SHIFTS

WHO PLAYS COMPUTER AND VIDEO GAMES? 65% OF AMERICAN HOUSEHOLDS PLAY COMPUTER VIDEO GAMES Source: ESA "Essential Facts", | 57

COMING UP NEXT A society born in gaming Image: PlayStation 2 "Baby"4 | 57

SHIFT IN AGES: FROM THE 1970s TO THE MID-1990s Tweens & Teenagers reigning supreme Image: PlayStation 3 "God"5 | 57

SHIFT IN AGES: THE EMERGENCE OF THE PLAYSTATION Change of focus: years old core male gamers Image: PSP "Blind"6 | 57

SHIFT IN AGES: TODAY Age of U.S. game players Today, the average game player age is 32 25% under 18 years 49% years 26% over 50 years Source: ESA, IGN ’ s "Are You Game" from November | 57

SHIFT IN AGES: TODAY Age of U.S. game players 20% years 20% years 27% years 16% years 17% years New gamers (<2 years) 17% years 20% years 22% years 19% years 22% years Established gamers (>2 years) Source: IGN ’ s "Are You Game" from November | 57

SHIFT IN GENDER: THE GIRL POWER Gender of U.S. game players 40% Female 60% Male Source: ESA "Essential Facts", 2008 | Image: Nintendo DS Lite "Woman"9 | 57

SHIFT IN AGES: TODAY Age of U.S. game players 20% years 20% years 27% years 16% years 17% years New gamers (<2 years) 17% years 20% years 22% years 19% years 22% years Established gamers (>2 years) Source: IGN ’ s "Are You Game" from November | 57

SHIFT IN BEHAVIOR The way we consume video games today has changed. People don ’ t spend hours playing video games anymore. Image: Lego "PlayStation"10 | 57

SHIFT IN BEHAVIOR WHAT DOES Wii ’ S SUCCESS TEACH US? Create devotees out of people who didn ’ t consider themselves as gamers (and who, often, still don ’ t) 11 | 57

SHIFT IN BEHAVIOR WHAT DOES Wii ’ S SUCCESS TEACH US? A strategy of "and" Hard core & Casual 12 | 57

SHIFT IN BEHAVIOR MAINSTREAM GAMES EVOLVING TO SEDUCE CASUALS 13 | 57

SHIFT IN BEHAVIOR THE EMERGENCE OF SOCIAL GAMING 59% OF GAMERS PLAY WITH OTHER GAMERS IN PERSON. Source: ESA "Essential Facts", 2008 | Visual: PlayStation 2 "Mould"14 | 57

GAMING UBIQUITY

GAMES ARE ENJOYED ON AN INCREASINGLY DIVERSE ARRAY OF SCREENS 16 | 57

GAME & WATCH: CONSOLES OR MEDIA HUBS?

GAMING IS PROGRESSIVELY MOVING FROM THE BEDROOM TO THE LIVING ROOM 18 | 57

FROM GAMING CONSOLES TO SCHIZOPHRENIC ENTERTAINMENT HUBS Gaming hardware Technology toy Music platform TV/Set-top box Blu-Ray player Online video Photo album Web browsing 19 | 57

THE CONVERGENCE OF ENTERTAINMENT Media initiatives Xbox Video Marketplace Netflix partnership BBC iPlayer PS3 PlayTV etc. 20 | 57

CONNECTED GAMING

NEXT GENERATION IS NOT DEFINED BY TECHNOLOGY BUT CONNECTIVITY/COMMUNITY 76% OF USERS ARE ONLINE GAMERS 70% OF USERS ARE ONLINE GAMERS 70% OF USERS ARE ONLINE GAMERS 40% HAVE AN XBOX LIVE GOLD ACCOUNT (VS. 10% ON XBOX 1) Sources: NPD Study, October 2007 | ESA, | 57

THE NEW GENERATION OF CONSOLES IS NOT DEFINED BY TECHNOLOGY BUT BY CONNECTIVITY/COMMUNITY 49% OF GAMERS PLAY GAMES ONLINE AT LEAST ONE HOUR PER WEEK Source: NPD Study, October 2007 | ESA, | 57

MOST RECENT GAMES ARE ONLINE-ENABLED Image: Grand Theft Auto 424 | 57