Serious Gaming

“It’s not something that has snuck up on us,” says Stefanie Kane, a partner with PwC’s Entertainment & Media Practice. “Video games continue to be one of the fastest-driving segments of the market, no matter what region you look at.” The surprise, more likely, will be that the video game industry grows even faster than these analysts predict, flexing its muscle across the entertainment industry and beyond.
Casual Gamers Will Drive GrowthPwC estimates that the global video game market will increase from $31.6 billion in 2006 to $48.9 billion in 2011, growing in every region. (The report includes video game sales and, in the U.S., advertising within games, but not hardware sales.) This makes video games the third fastest-growing segment of the entertainment and media market after TV distribution (9.3%) and Internet advertising and access spending (13.4%). (For highlights of the report, click here.)

But while the PwC analysis is thorough and offers a solid assessment of how the mainstream gaming industry will grow, it doesn’t look at the innovations happening on the fringes of the industry—innovations likely to mature into whole new markets or to cross over into nongaming industries and create entirely new revenue streams. “The real growth in video games will come from the casual and nontraditional game market,” says Evan Wilson, an analyst with Pacific Crest Securities.

Getting Serious About Gaming

See also: Bottom Line and More Than A Game 


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