40% of UK population now play games says new ISFE report

21 November 2012 - London, United Kingdom – UK games and interactive entertainment trade body, Ukie today welcomed a new ISFE report that examines UK consumer attitudes to video games.

Headlines from the report include:

  • 40% of the UK’s online population aged 16 to 64 years old have played games in the last year
  • 46% of these people are female
  • Online now matches packaged as the preferred form of gaming for the online population of UK
  • 43% of parents play games with their children
  • The majority of children aged 6-15 are buying or receiving games
  • And people who play games seem to be more sociable and sporty than others; being more likely to be interested in ‘going out to bars and clubs’ (50% vs. 38% non-gamers) and ‘taking part in sport’ (42% vs. 34% non-gamers)
The Videogames in Europe Report, published today, is a multi-country survey run by Ipsos MediaCT, in partnership with the Interactive Software Federation of Europe (ISFE).

It is designed to provide a better understanding of the societal context in which games are being played today in 16 European countries. The UK report published today will be part of a wider EU report due to be published next week. The study used a combination of online self-completion survey and offline interviews and targeted a representative sample of respondents aged between 16 and 64.

The report asked 1307 people from the UK’s online population about their games habits and their attitudes to games and interactive entertainment.

You can download a full version of Videogames in Europe: Great Britain here.

Commenting on the report Ukie CEO, Dr Jo Twist said: “We know that more people than ever are playing games and this report backs that up, with 40% of the online population of the UK now regularly playing games, and nearly half of them are female.

“The survey also really shows the ever growing acceptance of games as an everyday pastime. This is also being seen politically; over the last two weeks we’ve held meetings with 11 senior politicians from the major political parties and all of them had a very positive view of what games could offer society and the economy, giving us more scope to build on our recent political wins of tax breaks and getting children coding.”

Ukie is also the sole UK vendor for the regular consumer habit GameTrack Report, giving powerful and accurate evidence of what games people are spending their money on, for how long and on which platforms. This panel based research project was launched this year and gives a UK and Europe wide view of games and consumer behaviour. If you are interested in subscribing to the GameTrack report then contact sam.collins@ukie.org.uk.





For all press enquiries, please contact the Ukie press office on T: +44 (0)20 7534 0580 or E: press@ukie.org.uk

About Ukie

United Kingdom Interactive Entertainment or Ukie (pronounced YOU-KEY) is a trade body that aims to support, grow and promote the whole of the UK’s games and interactive entertainment industry. Founded in 2010 (although formerly known as ELSPA), Ukie’s membership includes all the major UK and global games publishers and the best of UK development talent - from promising start-ups to some of the biggest, most successful studios operating in the UK today.

We also have distributors, academic institutions, new publishers, and media outlets that are integral to the lifeblood of the industry as part of the family.

Ukie works with government to champion a range of issues including age ratings, education and skills, access to finance and protecting intellectual property rights. It also works with the media to ensure true and accurate representation of the sector by raising awareness of the industry’s positive economic contribution and the societal benefits of gaming to policy makers, regulators and consumers.

One of Ukie’s key roles is to support its members by providing them with key market information, promoting careers and offering the business support services, training and best-practice knowledge to enable them to operate most effectively.

We also offer a comprehensive events programme to give the games industry access to key information, leading industry figures and give everyone the chance to network. You can see our events programme here http://ukie.org.uk/events

In addition, Ukie compiles weekly, monthly and annual retail charts and sales reports for the UK market.

Twitter: @uk_ie

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