。2Michael Flamberg Vice President and GeneralManager, Nielsen Games GAMES 360 2018 Change is inevitable — and nowhere is that more so than in videogames, where transformation can happen in the blink of an eyethanks to the velocity inherent in digital media.This report marks the 9th year Nielsen Games has closely gaugedthe overarching consumer attitudes and economic trends that haveshaped the industry. From this unique vantage point, we’ve beenable to chart both the most recent developments and how they ftinto the broader trajectory of the games industry as it continues togrow, steadily attracting new gamers and gaining wider mainstreamacceptance. This past year, the sheer volume of digital titles gave gamersunprecedented choice, but the costs of developing and marketingthose games have also grown. And although organic marketingmethods have opened the doors to more consumers through amultitude of social channels, it has also added to the noise. At thesame time, consumer preferences and expectations have shiftedfrom a product-centric era to a relationship-centric model.In this crowded environment, having a strong brand is critical todeveloping a long-term relationship with consumers that goes beyondmerely transactional. Gamers increasingly want game experiencesthat are tailored to them, delivered by brands that understand theirneeds and whose core values match with their own. Amid the whirl of innovation and change, understanding theconsumer perspective and what it means for your business is moreimportant than ever. At Nielsen Games, our team is comprised ofpassionate gamers with proven experience assisting clients throughactionable insights and tailored recommendations to help themsucceed in this ever evolving industry. We’re also uniquely positionedto combine our global expertise in entertainment and technologywith our knowledge of games to give clients the important contextand clarity needed to fnd opportunities and grow their businesses.This report represents an initial step towards gaining that crucialunderstanding. We hope it provides you with insights to guide yourstrategy in this vibrant and dynamic industry. “GAMERS INCREASINGLY WANT GAME EXPERIENCESTHAT ARE TAILORED TO THEM, DELIVERED BY BRANDS THAT UNDERSTANDTHEIR NEEDS AND WHOSECORE VALUES MATCH WITH THEIR OWN” Copyright2018 The Nielsen Company3CONTENTS 1 |GAMING INDUSTRY OVERVIEWGrowth of the gaming audience 2 |EVOLUTION OF THE GAMERPlaying time, purchasing habits and the way gamers are using consoles 3 |TRENDS TO WATCH05 15 29METHODOLOGYData collection Annual data for the Nielsen Games 360 Report is collected via consumer online surveys in Q1 of each year using Nielsen’sproprietary, high-quality ePanel in the United States.SampleGroups surveyed – general population/teens/adults aged 13+: 2,000+ interviews among 50% male/50% female sample.Representivity Post-survey, raw data is weighted to ensure representation of the US general population based on U.S. Census data. New consoles, virtual and augmented reality,esports audience broadens, delivering past experiences to today’s gamers 4 1 66% OF THE U.S. POPULATION(AGED 13+) ARE GAMERS. 。。。。。。