Video Games Europe publishes 2010 European Consumer Survey


Video Games Europe has published its 2010 European Consumer Survey, the broadest, most in-depth study of adult gamers and non-gaming parents in Europe.

According to the study, conducted in 18 countries among 5800 respondents (between 16 and 49 years), 25.4% of adults living in Europe - more than 95 million people - are gamers. There is a continually evolving demographic of gamers, resulting in a much broader definition: next to avid console gamers buying a number of videogames there are also enthusiastic gamers who love to play free games online. There are gamers who spend many hours per week at home, enwrapped in strategic battles, while others enjoy the occasional puzzle game on their iPhone while waiting for the bus.

The study gives some perspective on the user market size and the popularity of the different game platforms, but it also dives into the attitudes and the motivations of people who play games, looking at how games are perceived within the family, in comparison to other leisure activities and on the internet. Another section is dedicated to the awareness and perceptions of the PEGI system. A selection of results from these sections is visualised In the attached infographic.

Of those that don’t play games, 41% claim the main reason is because they ”don’t have the time”. Nevertheless, games can now be played everywhere and by everyone. For every place, person, agenda and budget, a type of game is available. The data show the industry has risen to the challenge of broadening the market offering, but the next challenge is communicating it more efficiently to specific target groups.

On the subject of PEGI - the age classification system for videogames - gamers and especially non-gaming parents value the information it provides. Other results show that although there is a solid base of people who are aware of the PEGI symbols, there is a potential for wider recognition in the coming years. Recent and future marketing efforts by PEGI S.A. and the games industry should result in more and more people starting to take note. The full study is available on the Video Games Europe website: