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I Videogiochi in Italia 2017

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I Videogiochi in Italia 2017 I VIDEOGIOCHI nel IN ITALIA2017 Dati sul mercato e sui consumatori INDICE NEL 2017 IN ITALIA I VIDEOGIOCHI 1.IL MERCATO ITALIANO DEI VIDEOGIOCHI 2.PROFILO DEI VIDEOGIOCATORI ITALIANI 3.UN’INDUSTRIA RESPONSABILE 4.AESVI 4 le fasce d’età, con una concentrazione particolare tra i 25-34 anni. Le parole che gli NEL 2017 IN ITALIA I VIDEOGIOCHI INTRODUZIONE italiani associano più comunemente ai videogiochi richiamano accezioni positive come divertimento, interazione, competizione, intrattenimento, immersività. Il videogioco è sempre più spesso una forma di svago che trova spazio nelle dinamiche familiari e Carissimi/e, diventa condivisione tra genitori e figli. è con piacere che vi presentiamo il nostro rapporto Questa è la fotografia del settore dei videogiochi che emerge dalla nostra ricerca. Il annuale sul mercato e sui consumatori di videogiochi nostro successo è il risultato della complementarità tra innovazione tecnologica, in Italia relativo all’anno solare 2017. creazione di contenuti e offerta di nuovi servizi ai giocatori che caratterizza da sempre il settore. L’arrivo di nuove console sul mercato come Nintendo Switch e Xbox One X, Per la prima volta quest’anno i dati oggetto del rapporto sono stati elaborati con la insieme alla performance di PlayStation 4 e PlayStation 4 Pro, è stato il motore che ha collaborazione di quattro nuove diverse fonti di ricerca: GSD (Games Sales Data), trainato il mercato nel 2017. I nuovi lanci sul fronte hardware sono stati accompagnati GameTrack, AppAnnie e IPSOS Connect. Lo scopo è di fornire una visione più precisa dallo sviluppo di accessori in grado di arricchire l’esperienza di gioco rendendola più del settore di riferimento in tutti i suoi ecosistemi, come console, PC e mobile, e in immersiva e più avanzata dal punto di vista tecnologico e dalle nuove uscite software. tutti i suoi formati, dal fisico al digitale. La migrazione verso una nuova metodologia di ricerca è avvenuta sotto impulso di ISFE, la federazione europea dell’industria dei Ancora una volta l’industria dei videogiochi dimostra una dinamica positiva in grado di videogiochi, di cui AESVI fa parte, con l’obiettivo di rappresentare in modo sempre più generare valore. Se il 2017 si è chiuso in modo positivo, il 2018 sarà un anno promettente, accurato l’evoluzione di un mercato in continuo cambiamento. stimolante e ricco di novità per il settore! Sulla base della nostra rilevazione, il mercato dei videogiochi in Italia conferma nel 2017 l’andamento positivo registrato negli ultimi anni. Sale a quasi 1,5 miliardi di euro il Paolo Chisari giro d’affari complessivamente generato nel nostro paese. Si rileva un trend di crescita Presidente AESVI generalizzato che interessa tutti i segmenti, come console, accessori e software, sia fisico che digitale, comprensivo di digital download su console e PC e di app. In Italia 17 milioni di persone hanno avuto un’esperienza di gioco negli ultimi 12 mesi, di cui 59% uomini e 41% donne. Il gaming è una pratica diffusa trasversalmente in tutte 5 6 GameTrack estrapola successivamente i dati GSD per stimare il mercato totale (tutti gli editori, NEL 2017 IN ITALIA I VIDEOGIOCHI METODOLOGIA: tutte le piattaforme e gli acquisti in game). La metodologia di estrapolazione di GameTrack si basa su due elementi principali: UNA COMBINAZIONE • Collaborazione con le piattaforme di download; DI VARIE FONTI • Indagini periodiche on-line su un panel dei consumatori europei calibrate per garantire campioni rappresentativi a livello nazionale con indagini annuali off-line. Learnings from: by ISFE MERCATO MOBILE La dimensione del mercato italiano dei videogiochi è calcolata attraverso diverse fonti: App Annie è la società di ricerca riferimento internazionale per i dati di mercato delle applicazioni • MERCATO FISICO (HW, SW, Accessori, Hybrid Toys): per dispositivi mobili. La metodologia utilizzata da App Annie si basa sui seguenti elementi: - Games Sales Data (GSD) • Classifiche periodiche complete ricevute da Android e iOS; • MERCATO DIGITALE: - Console e PC (scaricamento giochi completi e acquisti in game): GSD e GameTrack • Per la stessa periodicità, dati relativi a volumi e valori di più giochi mobile forniti dagli stessi - Mobile (scaricamento giochi completi e acquisti in game): App Annie & GameTrack sviluppatori di applicazioni. • CONSUMATORI I dati raccolti da App Annie attraverso questa metodologia permettono di stimare il valore - IPSOS Connect generato dalle unità vendute e dagli sviluppatori. Per stimare la spesa dei consumatori vengono applicati i tassi di estrapolazione di GameTrack. MERCATO FISICO GSD è un progetto di ricerca specializzato nell’industria dei videogiochi e gestisce un modello di DATI DEMOGRAFICI DEI CONSUMATORI estrapolazione dei dati sofisticato e customizzato per far fronte alla specificità del mercato di I dati sui consumatori contenuti nel rapporto sono stati elaborati da Ipsos Connect su riferimento. GSD elabora i dati di vendita relativi a hardware, accessori e software fisico su base commissione della Federazione Europea Software Interattivo (ISFE) in collaborazione con AESVI. settimanale a partire da un panel di retailer e estrapola i dati per coprire il 100% del mercato. La rilevazione è stata progettata per fornire una migliore comprensione del mercato di riferimento La metodologia di estrapolazione utilizzata da GSD si basa su due elementi principali: e per delineare il contesto in cui i videogiochi vengono utilizzati oggi in Italia. Lo studio si basa • Utilizzo di campioni di dati di vendita provenienti da editori e produttori di console; su un’indagine online rivolta a intervistati di età compresa tra i 16 e i 64 anni. 1.324 intervistati • Utilizzo di modelli di estrapolazione diversi per ogni tipo di prodotto. hanno completato il sondaggio online in Italia nel corso di due settimane nel mese di gennaio 2018. I dati raccolti attraverso l’indagine online sull’Italia sono stati confrontati utilizzando i MERCATO DIGITALE (CONSOLE E PC) dati provenienti da indagini omnibus offline di paesi europei simili tramite GameTrack. La GSD raccoglie i dati di vendita relativi allo scaricamento di giochi completi dalla maggior parte definizione di “videogiocatore” utilizzata ai fini dell’indagine comprende chiunque abbia giocato dei principali editori sulle reti di vendita PSN (PlayStation), Xbox Live (Xbox) e PC. con videogiochi su qualsiasi dispositivo e/o formato negli ultimi 12 mesi. 7 8 TOTALE MERCATO 2017 NEL 2017 IN ITALIA I VIDEOGIOCHI Il giro d’affari del settore, comprensivo di hardware e software fisico e digitale, IL MERCATO nel 2017 sfiora il miliardo e mezzo di euro. ITALIANO HARDWARE 428 mln di euro DEI VIDEOGIOCHI 29% 1.477 mln di euro 71% SOFTWARE 1.049 mln di euro Software (fisico, digitale, app) - Hardware (console e accessori) 1. 10 SEGMENTI DI MERCATO: HARDWARE: NEL 2017 IN ITALIA I VIDEOGIOCHI HARDWARE CONSOLE Totale mercato hardware: console + accessori (a valore) Totale mercato console (a valore) ACCESSORI CONSOLE PORTABLE 94 mln di euro 16 mln di euro 22% + 10,5% 5% vs 2016 428 333 95% mln di euro mln di euro CAPITOLO 1 - IL MERCATO ITALIANO DEI VIDEOGIOCHI ITALIANO 1 - IL MERCATO CAPITOLO 78% + 8,6% vs 2016 CONSOLE CONSOLE 333 mln di euro HOME 317 mln di euro 11 12 HARDWARE: HARDWARE: NEL 2017 IN ITALIA I VIDEOGIOCHI CONSOLE ACCESSORI Totale mercato console (a volume) Totale mercato accessori (a volume e a valore) 974.951 2.429.368 unità CONSOLE PORTABLE 610.614 135.747 unità 556.362 11% 217.937 41.931 27.573 GAMEPAD HYBRID VIDEO STEERING CHARGERS ALTRI* TOYS GLASSES WHEEL CAPITOLO 1 - IL MERCATO ITALIANO DEI VIDEOGIOCHI ITALIANO 1 - IL MERCATO CAPITOLO 3.408.515 3.668.295 89% di cui 8.214.790 7,8% 15.169.895 16.995.140 86.946 UNITÀ CONSOLE CONSOLE RETRO HOME 94.783.262 mln di euro 1.115.351 unità 47.326.626 ALTRI: Audio (speakers, earphones, headsets), Memory (memory cards, hard drive, usb keys), Accessory (gaming related general accessories: gaming chairs, 3DS stylus, screen protectors, etc), Storage (gaming related storage devices, cases) 13 14 SEGMENTI DI MERCATO: NEL 2017 IN ITALIA I VIDEOGIOCHI SOFTWARE Valore del mercato software per formato 370 FISICO mln di euro +7% vs 2016 35% 385 APP mln di euro CAPITOLO 1 - IL MERCATO ITALIANO DEI VIDEOGIOCHI ITALIANO 1 - IL MERCATO CAPITOLO 1.049 mln di euro 37% 28% 294 DIGITALE mln di euro (console e PC) 15 16 TOP 10 VIDEOGIOCHI PIÙ VENDUTI NEL 2017 NEL 2017 IN ITALIA I VIDEOGIOCHI CONSOLE PC DOWNLOAD APP 1 1 1 1 TOM CLANCY’S FIFA 18 THE SIMS 4 RAINBOW CLASH ROYAL Electronic Arts Electronic Arts SIX SIEGE Supercell Ubisoft 2 2 2 2 CALL OF OVERWATCH FIFA 18 CANDY DUTY: WWII Blizzard Electronic Arts CRUSH SAGA Activision Publishing Entertainment King.com 3 3 3 3 CRASH CALL OF GRAND THEFT CLASH OF BANDICOOT N SANE TRILOGY DUTY: WWII AUTO V CLANS Activision Publishing Activision Publishing Rockstar Games Supercell TOM CLANCY’S RAINBOW SIX SIEGE CALL OF DUTY: INFINITE WARFARE CALL OF DUTY: WWII GARDENSCAPES CAPITOLO 1 - IL MERCATO ITALIANO DEI VIDEOGIOCHI ITALIANO 1 - IL MERCATO CAPITOLO 4 Ubisoft 4 Activision Publishing 4 Activision Publishing 4 Playrix Entertainment GRAND THEFT AUTO V DIABLO III CRASH BANDICOOT N SANE TRILOGY CANDY CRUSH SODA SAGA 5 Rockstar Games 5 Blizzard Entertainment 5 Activision Publishing 5 King.com FIFA 17 WORLD OF WARCRAFT: LEGION FIFA 17 MARVEL: CONTEST OF CHAMPION 6 Electronic Arts 6 Blizzard Entertainment 6 Electronic Arts 6 Kabam GRAN TURISMO SPORT DESTINY 2 HORIZON ZERO DAWN CLASH OF KINGS 7 Sony Interactive Entertainment 7 Activision Publishing 7 Sony Interactive Entertainment
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