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Research Outline
Prepared for Emily J. | Delivered October 1, 2019
Canadian Gaming Landscape
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Goals
To understand how to best market Assassin's Creed in Canada by gaining an understanding of the trends and attitudes of gaming in Canada.
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Early Findings
The Entertainment Software Association of Canada did major market research, releasing a comprehensive report on the industry in 2018.
According to this report,
61%
of Canadians define themselves as a "gamer" (up by 28%). The average age of a Canadian gamer is
39
and the split is
equal
between men and women.
According to
Statista
, that average age has grown significantly from 31 in 2012.
Male millennials
are the most likely demographic to player single player shooter games like Assassin's Creed and Fortnight. Competitive
g
a
m
e
r
s
are the most likely to own (and play on) a console.
77%
of those who play shooter games play online. 87% of them also play with friends.
The second-most likely to play this style of game are
male Gen
X
e
r
s
. They, however, play evenly online and offline with their games, but still
81%
play with friends (similar to male millennials).
G
a
m
e
r
s
who play these types of games are
highly likely
to also watch Twitch/
Y
o
u
t
u
b
e
videos of other
g
a
m
e
r
s
, streaming services and workout/exercise.
Canadian men are
more likely
to own a console than women.
More recently,
M
i
n
t
e
l
found that 96% of men aged 18-34 in Canada play video games.
25-34 year
o
l
d
s
also
spent the most
on gaming subscriptions, in-game purchases and downloads in 2018, followed by 18-24 year
o
l
d
s
.
The
fastest growing genre
in Canada is family-oriented video games.
More
parents
are playing video games with their children/family.
Free-to-play games like
F
o
r
t
n
i
t
e
are
leading
the explosively-growing social gaming trend.
One interesting trend poised to effect Canada is the growing competition in online game stores. A major title, Deep Exodus,
announced
it was not launching on major platform Steam, moving to its rival, Exodus.
The Canadian Media Fund has an
article
about how video game streaming is affecting the industry. This makes sense, as
M
i
n
t
e
l
found that 56% of 18-24 year
o
l
d
s
specifically seek out video game videos.
Chinese Canadians play video games at a higher rate than other ethnicities,
80%
, compared to 64% of all Canadians.
One
expert
writes that many in the industry believed single-player games were dying, yet the success of recent titles like God of War and Marvel's Spider-Man are proving that smart, well done single player games definitely have their place.
Similarly, another
expert
agrees. Single player games still have their place, but they need to be "really good" in order to succeed.
S
e
k
i
r
o
and Red Dead Redemption 2 are AAA single player games that did extremely well.
Interestingly, a key
takeaway
from 2018 was that live-service video games (like
F
o
r
t
n
i
t
e
) have similar challenges to single player games. "Red Dead Redemption 2 and God of War were so successful in 2018 at least partially because they could coexist with
F
o
r
t
n
i
t
e
...
I
f
you make a live service that’s almost as good as
F
o
r
t
n
i
t
e
, you can’t get
F
o
r
t
n
i
t
e
players, because they’re still playing
F
o
r
t
n
i
t
e
. Single-player games may be a risk in the marketplace, but there is a path to success for them. In live services, you have to kill the king if you want to be the king (or find an entirely new kingdom). Eventually, someone will take the crown and the billions of dollars in revenue that come with it, and that’s why everybody is chasing it."
The
author
feels that the market can support more single player games, since they are finite and can easily co-exist with each other AND online games, but that the market cannot support as many online games as it is seeing and there will be casualties.
PROPRIETARY RESEARCH AVAILABLE
We found some proprietary research from one of our data partners which may be helpful:
Video Games in Canada (
E
u
r
o
m
o
n
i
t
o
r
, $990)
If you'd like us to purchase this report on your behalf, just let us know!
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