작년 말에 IGN에서 게임에 관한 대규모 리서치를 실행하여 "Are You Game?"이라는 제목으로 결과보고서를 발표하였다. 그 결과에 따르면 지금까지의 사회적 인식과 달리 "게임을 즐겨 하는 사람들이 오히려 친구를 사귀거나 데이트를 하는 등의 사회적 활동 또는 야외에서의 신체적인 활동을 더 많이 하는 경향이 있다"고 한다.
사실 아직까지 게이머에 대한 사회의 인식은 '전차남'에 머물러 있는 것도 사실인 듯 한데, 아마도 앞으로 그런 인식이 사라지는 것도 시간 문제일 듯.
게임 좋아한다고 해서 이런 오덕스런 스타일만은 아니란 얘기!
요약하면,
게이머의 전형은 10대 남자가 아니라 전 연령, 전 성별에 걸쳐 있다.
게이머들은 밖에 나가서 친구들과 놀거나 영화, 음악 등 문화를 소비하거나, 운동 등 육체활동에도 적극적이다.
특히 '데이트' 같은 고난이도(?) 행동도 많이 하는 등 '전차남'의 이미지와는 많이 다르다. 게이머들은 연봉 수준도 높고, 주변에 대한 영향력도 큰 사람들이다.
게이머들은 테크놀로지에 대한 적응력이 높고, 새로운 기술을 빨리 사용해보고 싶어하는 얼리 어답터이다.
라는데, 사실 생각해 보면 어느 정도 수긍이 가는 얘기이다. 나 자신도 WoW를 꽤 열심히 했던 적이 있는데, 그 때 레이드 다니면서 본 공대장이나 공대장급 플레이어들을 보면 게임 내에서 상당한 리더십으로 공대를 지휘하는 모습이나 게임 밖에서 열심히 사회생활하는 모습을 볼 수 있었다.
연구 결과를 좀 더 살펴보자.
위 그림을 보면, 게이머에 대해 상당히 좋은 말을 많이 써 놓은 것을 볼 수 있다. 보고서 전문을 보면 게임시장이 문화산업 전반에서도 큰 입지를 차지하고 있다고 하며, 'GTA4'가 'Dark Knight' 같은 블록버스터급 영화를 제치고 '문화상품 분야에서 24시간 동안 벌어들인 수입' 부문 기네스를 기록했다는 일화도 나와 있다.
미국 가정에서 게임을 하는 비율을 표시한 그래프이다. Heavy / Medium이 거의 절반을 차지하고 있는 등 상당 비율을 차지하고 있다.
가장 흥미 있는 사회활동에 대한 그래프이다. 대부분의 사회활동 영역에서 게이머가 非게이머에 비해 더 많은 활동량을 보여주고 있다. 사실 이러한 통계는 맹점이 있을지 모른다. 게이머가 전 연령층에 걸쳐 있긴 하지만, 그래도 젊은 층에 더 많이 있는 것도 사실이다. 따라서 같은 나이대에서 비교하지 않으면, 단순히 노인들이 게임도 적게 하고 사회활동도 적게 하는 것이 되어 버릴 수 있기 때문이다.
위 표는 몇 시간의 자유 시간이 주어진다면 무엇을 하겠냐는 질문에 대한 대답이다. 어쩌면 이 질문은 그닥 의미 있는 것이 아닐 수도 있다. 게이머들이 실제 하는 행동이 아니라 바램을 적은 것이기 때문이다. 또한 다른 항목에 비해 '책을 읽겠다'라는 항목의 비율이 현저하게 떨어지는 것을 보면 역시나 학부모들은 게임을 싫어할 수도 있겠다는 생각이 든다.
반면, 위 그래프를 보면 또 생각이 달라진다. 게이머들이 인터넷 미디어를 소비하는 시간이 非게이머들에 비해 절대적으로 많을 뿐, 책을 읽는 시간 등 전통적 미디어에 대한 소비는 거의 비슷하다. 이 시점에서 생각하면 非게이머들은 그 많은 여가시간을 어디에 쓸까 하는 의문도 든다. 보고서의 다른 내용을 보면, 非게이머들이 소비적인 일보다는 생산적인 일 분야에서 게이머들에 비해 좀 더 시간을 쓸 것이라는 유추도 가능하긴 하지만 확실한 것은 아니다.
이 표는 게이머들을 유형에 따라 분류하여 persona로 표현한 표이다. 상당히 유용해 보이고, 게임 연구에도 많은 도움이 될 것 같다. 보고서 전문을 보면 각 유형에 대한 상세한 설명과 함께 마케팅 포인트를 짚어 놓았다.
이 보고서를 다 훑어보면, 전반적으로 게임 시장의 위상이 높아지고, 게이머에 대한 사회적 인식이 좋아지고 있는 분위기는 확실한 것 같다. 한 사람의 게이머로서, 또한 게임 분야를 연구하는 연구자로서 반가움을 감출 수 없다. ^^;
IGN and IPSOS MediaCT Debut Research Study on the Changing Face of Videogamers
Study Breaks Long-Standing Stereotypes and Shows Gamers are More Social, More Active and More Valuable as Consumers than Non-Gamers
NEW YORK – October 16, 2008 – IGN Entertainment, a division of Fox Interactive Media, and IPSOS Media CT today released "Are You Game?" (Download PDF version), a series of research findings from a comprehensive study examining the growing diversity, consumption patterns and social activity of videogamers. The results of this unique study – which included a quantitative overview as well as focus groups and in-home interviews – were released this morning in New York at an event for IGN advertising clients.
This unique research study was conducted in two phases, a quantitative overview of gaming households among the U.S. online population, and a follow-up qualitative deep dive among the key segments in the gaming market. The qualitative portion of the research included focus groups and in-home interviews.
While videogaming has in the past been stereotyped as a solitary activity, statistics from the research study point to the fact that videogamers are now more likely than non-gamers to play sports, attend a concert or even go out on a date. In addition, the study's results point to videogame players evolving into a surprisingly diverse crowd, with the average age of gamers now topping 30 and more than half of gamers married with kids.
The Study also identifies new segments of gamers – highlighting groups such as "Social Troopers", "Family 3.0", "Weekend Warriors" and "Traditional Core" – in order to more specifically define usage habits, purchasing patterns and other aspects of the lives of videogamers. The segments also delve into media consumption, identify decision makers within households and generally break down the lifestyle interests of each group in order to more accurately define their value as consumers.
"This study is a first-of-its kind look at how videogames and videogamers are breaking away from stereotypes that have been in place since Pong," said Roy Bahat, General Manager of IGN Entertainment. "This was more than a quantitative survey – we visited gamers in their homes and received incredibly personal feedback about how videogames influence, enhance and affect their daily lives, familial relationships and friendships."
ARE YOU GAME? According to the study, people from an incredibly diverse demographic set would answer this question in the affirmative. 55% of gamers polled were married, 48% have kids, and new gamers – those who have started playing videogames in the past two years – are 32 years old on average.
"Based on the research, it's obvious that the gaming market has outgrown many commonly held stereotypes about the relative homogeneity of video gamers," said Adam Wright, Director of Research for Ipsos MediaCT. "Today's gamers represent a wide variety of demographic groups: men and women, kids, parents and grandparents, younger and older consumers. All this underscores the fact that gaming has become a mainstream medium in this country that appeals people from all walks of life."
OUTGROWING THE ANTI-SOCIAL CLICHÉ Throughout the study, both quantitative and qualitative evidence points to the increasingly social nature of videogames. According to the research, more than 75% of videogamers play games with other people either online or in person. In addition, that data is reflected by attitudes about playing with both friends and family, with more than 47% of people living in gaming households saying that videogames were a fun way to interact with other family members.
The study also indicates that gamers are actually more social and more active than non-gamers. According to the data, gamers were twice as likely to go out on dates as non-gamers in a given month. In addition, gamers were 13% more likely to go out to a movie, 11% more likely to play sports and 9% more likely to go out with friends than non-gamers.
GAMERS TALK; EVERYONE LISTENS Gamers have not only become more social, but they have surpassed non-gamers as pop culture influencers – especially in terms of television and movies. According to the data 37% of gamers said friends and family relied upon them to stay up-to-date about movies, TV shows and the latest entertainment news, compared to only 22% for non-gamers. The data also points to gamers as early adopters of technology and gadgets, with 39% indicating that friends and family rely upon them to stay up-to-date about the latest technology.
FIRST-PERSON SHOOTERS AND SHOPPERS Gamers have evolved not only in terms of demographics and activities, but also as consumers. In terms of hard dollars, the average gaming household income ($79,000) is notably higher than that of non-gaming households ($54,000), but the value of the gamer as a marketing target can be seen in a variety of ways.
As early adopters, gamers have also shown a willingness to pay extra for the latest and greatest. According to the data, gamers are twice as likely as non-gamers to buy a product featuring new technology even if they are aware that there are still bugs. Gamers are also twice as likely as non-gamers to pay a premium for the newest technology on the market. Gamers also consume media in different ways than non-gamers, with hard-core gamers spending – per week – five more hours on the Internet, two more hours watching television and two more hours listening to music than non-gamers.
"This study confirms both the active engagement and diversity of the videogaming audience – something our core advertisers have known for a long time," said Charlie Barrett, SVP of Sales for IGN. "For mainstream marketers, this data serves as a great piece of evidence that videogamers represent a valuable audience of smart, influential and active decision makers."
STUDY METHODOLOGY Research was conducted in two phases, a quantitative overview of gaming households among the U.S. online population, and a follow-up qualitative deep dive among the key segments in the gaming market.
The quantitative research was conducted in June 2008 by Ipsos MediaCT, the technology, media and entertainment division of Ipsos. Approximately 3,000 respondents completed the 25-minute online survey among an online representative population of 12- to 54-year-olds. Respondents qualified based on whether they owned a modern gaming console, handheld system, or a PC/Mac that is used to play games.
Follow-up qualitative research was conducted by Ipsos Understanding UnLtd. in August 2008. Three focus groups were carried out in Los Angeles, immediately followed by three in-home ethnographies to further assess how videogames are incorporated within the household.
ABOUT IPSOS Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.
Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe.
Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999.
In 2007, Ipsos generated global revenues of €927.2 million ($1.27 billion U.S.).
Visit www.ipsos.com to learn more about Ipsos offerings and capabilities.
ABOUT IGN ENTERTAINMENT IGN Entertainment, a unit of Fox Interactive Media, Inc., is a leading Internet media and services provider focused on the videogame and entertainment enthusiast markets. Collectively, IGN's properties reached more than 30 million unique users worldwide in the month of July 2008, according to Internet audience measurement firm comScore Media Metrix. IGN's network of videogame-related properties (IGN.com, GreenPixels, GameSpy, FilePlanet, TeamXbox, Direct2Drive and others), is one of the Web's leading videogame information destination and attracts one of the largest concentrated audiences of young males on the Internet. IGN also owns and operates the popular movie-related website, Rotten Tomatoes and one of the leading male lifestyle Websites, AskMen.com. In addition, IGN provides technology for online game play in videogames. IGN is headquartered in the San Francisco Bay Area, with offices throughout the U.S. and in Montreal.
ABOUT FOX INTERACTIVE MEDIA A division of News Corporation (NYSE: NWS), Fox Interactive Media (FIM) offers a global, border-free online network that caters to consumers by giving them the platform and tools to express themselves, communicate with each other, and engage with the best music, TV, film, sports, information and more. The company's worldwide network includes such category leaders as MySpace, IGN Entertainment, FOXSports.com, RottenTomatoes, AskMen, AmericanIdol.com and more that together comprise one of the largest and most engaged audiences on the Web.
