Interactive industry defied downturn
9 Nov 2009
Australia’s interactive industry is celebrating Christmas early, with the latest figures showing the digital gaming sector is poised for a bonanza year despite the world’s economic turmoil.
Data from research group GfK and reported by the Interactive Games and Entertainment Association of Australia (iGEA) show that even with a quarter to go, retail sales in Australia for video and computer games are poised to outstrip last year’s record figure that fell just shy of $2billion ($1.96billion), making it one of the few technology sectors that have actually grown during the downturn.
GfK said the industry was tracking 8.3 per cent higher by the end of September, compared to the same period last year.
Sales of console hardware has risen 10 per cent, and game sales are up 5 per cent to $716 million with the Christmas bonanza still to come.
“The rise of family entertainment as a genre continues to underpin much of the industry’s growth – family console games now account for 32 percent of all games sold, followed by action (13.2%),” Ron Curry, CEO of the Interactive Games and Entertainment Association said.
“Family entertainment games outstripped action games for the first time last year, accounting for 28 per cent of all games software sales whilst action games accounted for 15.5 per cent.
“Interactive games are played by all generations across the entire household and publishers continue to produce quality games to meet the demand. In terms of classification, 67 per cent of all sales were generated from G or PG rated titles,” he said.
“Christmas will see iGEA members delivering a number of highly anticipated games, along with some surprises, which should see sales surpass the records set in 2008.”
“Australia’s interactive games industry continues to see healthy growth now that video and computer gaming has become as mainstream in popularity, as watching television or surfing the net,” Mr Curry said.
The iGEA was formed in August this year to replace the previous Interactive Entertainment Association of Australia (IEAA).
It represents companies that publish, market and/or distribute interactive games and entertainment content.
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