全球视频游戏行业市场前景及投资研究报告-培训课件外文版2024.5索尼土星

INDUSTRIES

&

MARKETSVideo

Games:

market

data&

analysisMarket

Insightsreport2023Table

of

ContentsOverviewAppendixSummary567ProductOverviewAuthor3233MarketDefinitionKeyTakeawaysMarket

NumbersRevenue

by

MarketAverageRevenue

per

UserUsers912151819202529CompanyrevenuesPenetration

rateKeyplayersDeepdiveStart-upanalysis2MARKET

INSIGHTSThis

report

is

part

ofour

Market

Insights

productGainabetterunderstandingofmarketsacross190+

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Market

Insightscom/outlook/3CHAPTER

1OverviewVideo

Games

market

poised

for

robust

growthdriven

by

next-gen

consoles,mobile

gaming,

Esports,

and

AI

integrationOverview:

SummarySummaryThevideo

gamesmarket

isexperiencing

adynamiclandscapedriven

byseveralnoteworthy

trends.

Firstly,therise

ofmobile

gamingcontinuestoshapetheindustry,with

smartphones

andtabletsbecoming

increasingly

powerful

platformsforgaming

experiences.

Thisaccessibility

hasattracted

abroader

audience,resulting

inhigherengagement

and

revenue

generation.

Secondly,

theemergence

of

cloudgaming

hasdisruptedthetraditionalconsole

and

PCgamingmodel.

Streaming

services

allow

players

toaccess

high-qualitygameson

variousdevices

without

theneed

forexpensive

hardware,

furtherexpandingthemarket'sreach.

Lastly,the

growing

popularityof

Esportsandcompetitive

gaminghastransformed

gaminginto

aspectator

sport,with

professional

tournamentsattractingmassive

viewership

and

lucrative

sponsorship

deals.Additionally,theincreasing

penetration

of

internet

connectivity

and

theadoptionof

5G

networks

will

enablesmoother

online

multiplayer

experiences

andfuelthegrowth

of

social

gaming.Furthermore,

the

expansion

ofgaming

markets

inemerging

economies,

coupled

with

therising

disposableincomes

of

consumers,presents

significantgrowth

opportunities

forgamedevelopers

and

publishers.Thevideo

gamesmarket

isprojected

towitness

robust

growth

intheforeseeablefuture.

Theindustryis

expected

tomaintain

asteady

compound

annual

growthrate(CAGR)from

2023

to

2027.

Themarket's

expansion

will

bedriven

byfactorssuchastherelease

of

highlyanticipatednext-generation

consoles,

thecontinualgrowth

of

themobile

gaming

sector,

andtheincreasing

popularityof

Esports.Furthermore,

theintegration

of

artificialintelligence

(AI)

andmachinelearning(ML)

technologies

into

games

is

expected

tofuelthemarket's

growth.

However,theindustrywill

alsofacechallenges,

includingevolving

consumer

preferences,intense

competition,

andpotentialregulatory

measures.

Nonetheless,

overallmarket

sentiment

remains

positive,

withthevideo

gamesmarket

assured

forsustained

growth

andinnovation.Thevideo

gamesmarket

iswitnessing

remarkable

growth

inthecoming

years,driven

byseveral

key

factors.

Firstly,thecontinuousadvancements

intechnology,suchasvirtual

reality

(VR)

and

augmentedreality

(AR),are

expected

torevolutionize

thegaming

experience.

These

immersive

technologies

havethepotential

to

create

entirely

new

gaminggenres

and

attractawider

audience.5Sources:Market

Insights

2023Video

Games

is

an

important

part

of

the

Digital

Media

marketOverview:

Market

DefinitionMarket

definitionThevideo

gamesmarket

refers

tothe

entireindustryinvolved

inthe

creation,development,

publishing,

distribution,andmonetization

of

video

games.

Thismarket

encompasses

awide

rangeofproducts,includingconsole

games,

PCgames,

mobile

games,

andonlinegames.

Italsoincludeshardware

andaccessories

suchasgamingconsoles,

controllers,

andvirtualreality

headsets.

Thegames

market

isarapidlygrowing

industry,withmillions

of

people

worldwideplayingvideo

gamesandbillionsofdollars

inrevenue

generated

each

year.Market

numbers

fordownload

games,

mobile

games,

onlinegames

and

gamingnetworks

canalsobefoundinthe

digitalmarket

insightsinthe

video

gamesmarket.Key

players

inthe

market

arecompanies

likeActivision

(CallofDuty),PUBGMobile

or

GeForce

NowThegames

market

containsoutof

several

different

markets,

suchasOnlineGames,

Mobile

Games

or

CloudGaming.

Information

onalltheother

marketscanbefoundontherelevant

slides.Themarket

comprises

revenues,

users,

average

revenue

peruser,

andpenetration

rates.

Revenues

aregenerated

throughin-game

purchases,consumer

spendingon

games,

and

subscriptionfees.

Additionaldefinitionsforeach

market

canbefound

within

the

respective

market

pages.6Sources:Market

Insights

2023Video

Games

accounted

for

61.32%

of

the

Digital

Media

market

revenuein

2023Overview:

Key

Takeaways

and

inscope

/outof

scopeKeyTakeawaysInscopeOutof

scopeRevenue

intheVideo

Games

market

isprojected

toreach

US$384.90bn

in2023.Thissegment

includes:Thissegment

excludes:Revenue

isexpected

toshow

anannualgrowth

rate(CAGR2023-2027)

of

7.89%,resultinginaprojected

market

volume

of

US$521.60bn

by2027.•Fee-based

video

games

distributedover

theInternet•Physicalvideo

gamesalesInthe

Video

Games

market,

the

numberof

users

isexpected

to

amount

to

3.10bnusers

by2027.•Demo/trial-versions•Downloads

offullversions

forgamingconsoles

or

PCsUser

penetration

will

be

35.2%

in2023

and

isexpected

tohit39.0%

by2027.Thelargest

market

isMobile

Games

with

amarket

volume

ofUS$286.50bn

in2023.•Mobile

games

forsmartphones

andtablets(paidapp

downloads

or

in-app-purchases)Inglobalcomparison,

most

revenue

will

begenerated

inChina(US$109.2bn

in2023).•Free-to-play

online/browser

games(subscription-based

or

including

in-game

purchases)Theaverage

revenue

per

user(ARPU)intheVideo

Games

market

isprojected

toamount

to

US$142.50

in2023.•Gamingnetworks7Sources:Market

Insights

2023Video

Games

revenue

are

estimated

to

increase

at

a

CAGR(1)

of

12.8%

from2017

to

2027Market

Size:

Globalrevenue

forecast

inbillionUS$521.646.1492.519.116.624.131.023.417.425.432.6463.0

14.715.310.913.721.528.0+12.8%(1)429.835.98.0384.932.522.85.99.718.223.811.720.026.142.74.98.118.523.8335.539.329.5314.629.73.96.717.021.3256.122.82.95.815.017.529.5213.621.12.45.214.115.52.14.814.8

13.513.9182.217.8376.72027156.7359.0341.5319.9286.6248.4229.8184.3151.4127.2107.72017201820192020202120222023202420252026Mobile

GamesIn-game

AdvertisingOnlineGamesDownload

GamesGames

LiveStreamingOther8Notes:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Sources:With

revenue

of

222.5billion

US$,

Asia

is

the

biggest

market

among

selectedregions,

in

2023Market

Size:

Regional

Comparison

(1/2)revenue

forecast

inbillionUS$+7.8%(1)300.4222.5+7.9%(1)143.5+8.2%(1)106.0+8.8%(1)+8.6%(1)65.047.34.05.64.46.120232027202320272023

2027Americas2023202720232027EuropeAfricaAsiaAustralia9Notes:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Sources:With

revenue

of

109.2billion

US$,

China

is

the

biggest

market

among

selectedcountries,

in

2023Market

Size:

Regional

Comparison

(2/2)revenue

forecast

inbillionUS$+8.1%(1)+7.8%(1)148.8+7.2%(1)124.7109.2202397.292.373.6+7.8%(1)+7.6%(1)12.811.29.58.3202720232027202320272023202720232027ChinaUnited

StatesUnited

KingdomGermanyJapan10

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Video

Games

arpu(1)

are

estimated

to

increase

from

2017

to

2027Market

Size:

Globalarpu(1)

forecast

inUS$160.00160.00160.00160150.00150.00140.00140130.00120110.00110.00100.00100

90.00806040.0030.0020.0040.0030.0020.004030.0020.0010.0030.0020.0010.0030.0020.0030.0020.0030.0020.0030.0020.0030.0020.0020.0020.0010.0020.0020.0020010.0020172018201920202021202220232024202520262027Mobile

GamesGaming

NetworksOnlineGamesDownload

GamesCloudGamingOther(2)11

Notes:Sources:(1)

average

revenue

per

user(2)

In-game

Advertising,

GamesLiveStreamingMarket

Insights

2023Australia

has

the

biggestmarket

in

Video

Games

arpu(1)

in

2027Market

Size:

Regional

Comparison

(1/2)arpu(1)

forecast

inUS$700610.00280.00590.00270.006005004003002001000560.00530.00240.00490.00230.00450.00380.00320.00150.00310.00280.00260.00250.00110.0080.00100.0010.00210.00150.00190.00170.00180.00110.00180.00170.00170.00160.00160.00150.00120.0090.00100.00150.00100.00150.00140.00100.00130.0010.00120.0010.00110.0010.00110.0010.0010.0010.0010.00202410.00202510.00202610.002027201720182019202020212022Asia2023AfricaAmericasAustraliaEurope12

Notes:Sources:(1)

average

revenue

per

userMarket

Insights

2023With

arpu(1)

of

980

US$,

Japan

is

the

biggestmarket

among

selected

countries,in

2023Market

Size:

Regional

Comparison

(2/2)arpu(1)

forecast

inUS$1,180.001,140.001,2001,00080060040020001,100.001,040.00980.00890.00750.00640.00310.00620.00300.00610.00600.00600.00290.00560.00270.00540.00530.00250.00480.00240.00470.00220.00410.00200.00330.00160.00150.00110.002020China310.00150.00260.00130.00260.00180.00250.00170.00240.00160.00230.00160.00210.00140.00200.00130.00110.00120.0090.00170.00130.00150.00140.00100.00100.002017201820192021Germany2022Japan2023UnitedKingdom2024UnitedStates20252026202713

Notes:Sources:(1)

average

revenue

per

userMarket

Insights

2023Video

Games

users

are

estimated

to

increase

from2017

to

2027,

with

mobilegaming

having

the

highest

number

of

users

by

2027

with

2.32bnMarket

Size:

Globalusers

forecast

inbillion2.52.01.51.00.50.02.321.652.241.572.162.071.931.831.751.171.651.461.281.381.321.261.171.331.251.221.151.131.301.231.280.971.221.100.821.180.921.161.021.030.841.201.070.980.740.540.680.660.520.590.480.490.460.400.290.180.100.060.040.070.040.050.140.150.1520270.120.1320240.100.112021Games

LiveStreaming0.110.080.082019Mobile

Games201720182020Download

Games20222023OnlineGames2025CloudGaming2026Other(1)14

Notes:Sources:(1)

In-game

Advertising,

GamesLive

StreamingMarket

Insights

2023Asia

has

the

biggest

market

in

Video

Games

users

in

2027,

after

increasing

againin

2022

due

to

eased

regulations

in

ChinaMarket

Size:

Regional

Comparison

(1/2)users

forecast

inbillion1.771.721.81.61.41.21.00.80.60.40.20.01.681.641.551.521.461.411.201.091.000.340.260.140.010.520.460.500.430.480.390.490.410.450.440.330.460.360.430.320.370.280.210.010.350.270.330.310.350.0120270.330.010.340.010.310.010.320.010.270.010.280.010.170.010.01201720182019202020212022Asia2023202420252026AfricaAmericasAustraliaEurope15Sources:Market

Insights

2023With

users

of

760

million,

China

is

the

biggest

market

amongselected

countries,in

2023Market

Size:

Regional

Comparison

(2/2)usersforecast

inmillion900800700600500400300840830820800780760740710650600560190801908019080180801808018080170804017070200

1507015070150701005050505040404040403030402026402027302018302019302020China302021Germany302022Japan30303002017202320242025UnitedKingdomUnitedStates16Sources:Market

Insights

2023Revenues

of

the

top

companies

in

the

Video

Games

market

(worldwide

&consolidated)FurtherMarket

AnalysisCompany

revenues

inbillionCompany20172018201920202021Activision

BlizzardBandaiNamcoElectronic

ArtsMicrosoft7.026.055.1589.959.412.8976.171.7937.87.56.636.496.648.096.948.84.955.545.63110.3610.873125.8412143.0116.472.6168.1NintendoSegaSammySony3.3679.132.6775.813.0984.283.37Take-Two

Interactive

SoftwareTencent48.2356.4674.5417Sources:Market

Insights

2023Penetration

rate

for

Video

Games

is

especial

high

in

the

United

Kingdom

butalso

in

JapanPenetration

Rate:

Worldwide

ComparisonVideoGamespenetration

rate

percountryin2023

in%1.2.3.4.5.UnitedKingdomJapan0.650.600.580.570.56South

KoreaSwedenMexicolowhigh

nodata18Sources:Market

Insights

2023Inthe

U.S.,

Microsoft

dominated

the

Gaming

Networks

market

in

2021Key

playerlandscape:

Gaming

Networks

intheU.S.Estimated

marketshare

for

Gaming

Networks

brandsin

theU.S.

in2021MicrosoftSony19

Notes:Sources:The

chartabove

shows

the

market

shares

forthe

mostrelevantbrands

in

the

selected

market

(100%).

Sharesarecalculated

with

revenue

data.

Values

arerounded

to

the

nearest5%mark.OverviewsforFrance,Spain,

andItaly

can

be

found

in

the

appendix.Market

Insights

2023,

based

oncompany

dataInChina,

due

to

Microsoft

offering

its

services

for

free

and

Nintendo’s

absence,PlayStation

is

the

market

leaderKey

playerlandscape:

Gaming

Networks

inChinaEstimated

marketshare

for

Gaming

Networks

brandsin

Chinain2021AfterbeingbannedbytheChinesegovernment

between

theyears

2000

and

2015,theChinese

market

forvideo

gameconsoles

hasexperienced

anexplosive

growthSonywhich

isnow

already

slowing

down

dueto

anincreasing

saturationof

consumers’demand

forconsoles.Withthecomeback

of

consoles,

theChinesemarket

alsoopened

forgames-relatedonlineservices

likeGaming

Networks.

Microsoft

and

Sony

quicklymadetheirservices

available

to

gamers.Microsoft

presents

anexception

asthecompany

is

providingitsservice

XboxLiveGold

completely

forfree.

However,

the

service

inChina

is

limited

asgamers

canplayonlinebutdonot

benefit

fromadditionalcontent

likefree

gamesor

purchasediscounts.

Nintendo’sonline

service

NintendoSwitch

Onlineisnot

yetavailableinChina

as

thecompany

is

currently

only

planning

tolaunch

itslatestvideo

gameconsole

inthelocal

market.

Sony

ischarging

users

foraccessing

itsservicePlayStationPlusinChina,

thusmakingthecompany

theGaming

Networks

market’sonly

competitive

bigplayerintheregion

and

themarket

leader.20

Notes:Sources:The

chartabove

shows

the

market

shares

forthe

mostrelevantbrands

in

the

selected

market

(100%).

Sharesarecalculated

with

revenue

data.

Values

arerounded

to

the

nearest5%mark.OverviewsforFrance,Spain,

andItaly

can

be

found

in

the

appendix.Market

Insights

2023,

based

oncompany

dataInJapan,

Sony

dominated

the

Gaming

Networks

market

in

2021Key

playerlandscape:

Gaming

Networks

inJapanEstimated

marketshare

for

Gaming

Networks

brandsin

Chinain2021SonyMicrosoft21

Notes:Sources:The

chartabove

shows

the

market

shares

forthe

mostrelevantbrands

in

the

selected

market

(100%).

Sharesarecalculated

with

revenue

data.

Values

arerounded

to

the

nearest5%mark.OverviewsforFrance,Spain,

andItaly

can

be

found

in

the

appendix.Market

Insights

2023,

based

oncompany

dataInGermany

and

the

UK,

Microsoft

and

Sony

competed

head-to-head

forleadership

in

2021Key

playerlandscape:

Gaming

Networks

inGermany

and

theUKEstimated

marketshare

for

Gaming

Networks

brandsin

Germany

andtheUKin2021MicrosoftSony22

Notes:Sources:The

chartabove

shows

the

market

shares

forthe

mostrelevantbrands

in

the

selected

market

(100%).

Sharesarecalculated

with

revenue

data.

Values

arerounded

to

the

nearest5%mark.OverviewsforFrance,Spain,

andItaly

can

be

found

in

the

appendix.Market

Insights

2023,

based

oncompany

dataNintendo

changed

its

strategy

to

become

competitive

in

the

Mobile

GamesmarketCompany

profiles:

NintendoNintendokey

factsAvailabilityof

Nintendo

eShop

in89

countriesRevenue:

US$14,011

million(2022)Net

income:

US$2,395

million(2021)Founded:

1889CAGR(1):

-12.4%

(2021

to

2022)Nintendo

Switchssold:

11.08

millionHeadquarters:

Kyoto,

JapanProduct:

Nintendo

eShopNintendo’sdigital

strategyIn2011,

Nintendolauncheditslatest

digital

distribution

service

called

NintendoNintendo’s

long-standingpolicy

was

nottorelease

theirown

content

on

thirdpartyeShop.

Initiallyonly

availableon

the

Nintendo3DS,

the

eShop

cannow

beaccessed

platformsbutononly

theirproprietary

console

throughtheirdistributionserviceon

the

Wii

Uaswell

ason

the

Switch,enabling

users

todownload

fee-based

games,

called

NintendoeShop.

Thispolicy

didnot

allow

themto

participateinthe

hugeandfree

demo

versions,

andapps

like

YouTube.

Furthermore,

the

eShop

featuresinformation

on(upcoming)

games

and

lets

customers

givefeedback

byratingspecifictitles.

Recently,

Nintendoannounced

thatthe

eShop’s

Switch

library

nowoffers

more

than

1,000

games.fast-growing

field

ofMobile

Games.

After

net

saleshaddecreased

from

2015

to2016

byalmost

10%,

Nintendorefrained

from

theirplatform-reliant

approach

andannounced

theirfirsthome-developed

mobile

game.

Thiswas

the

firststeptowards

monetizing

theirhugeintellectual

property

inthefieldof

Mobile

Games,beitastheirown

gamesor

asfranchises

incooperation

with

developers23

Notes:(1)

CAGR:

Compound

Annual

GrowthRateSources:

Company

InformationAmazon

dominates

in

the

U.S.,

and

Playstation

in

the

UK,

while

Tencent

standsout

in

China

and

Steam

in

GermanyDeep

dives:

top

5DigitalVideo

Games

providers

forselected

countries

(1/2)Online

purchaseofvideogames

inthepast12

monthsin%37393733PlayStationSteam34343232GameStopPlayStationPlayStation33272831SteamXbox25262627Steam2221China2314SteamU.S.UKGermany24

Notes:Sources:"Where

have

youspent

money

ononline

digital

video

games

in

the

past12

months

(downloads,

in-app

purchases,

subscriptions)?“;

Multi

Pick;U.S.:

n=30,305;

China:

n=15,704;

Germany:n=15,661;

UK:n=12,563Company

Insights,

asofMarch2021PlayStation

has

a

high

user

share

inFrance,

while

Amazon

dominates

in

Italy

andGame

has

the

biggest

share

in

Spain

together

with

PlayStationDeep

dives:

top

5DigitalVideo

Games

providers

forselected

countries

(2/2)Online

purchaseofvideogames

by

providerinthepast12

monthsin%39393838PlayStationSteam2835PlayStationGameStopPlayStation263333172421Nintendo16France19Italy19SpainSteamSteam25

Notes:Sources:"Where

have

youspent

money

ononline

video

games

in

the

past12

months

(downloads,

in-app

purchases,

subscriptions)?“;

Multi

Pick;France:n=12,556;

Spain:

n=12,564;

Italy:

n=12,564Company

Insights,

asofMarch2021The

smartphone

dominates

as

a

gaming

platform

while

mobile

consolesstruggleDeep

dives:

usageof

devices

forplayingvideo

gamesUsage

sharesin2021

in%8073%40%706054%52%51%32%50%50403045%33%43%36%35%32%33%30%29%30%23%26%34%18%33%20%27%20%20

25%24%18%20%13%17%17%16%10013%12%SmartphoneGermanyPC/laptopStationary

consoleUKTabletFranceMobile

consoleU.S.ChinaSpainItaly26

Notes:Sources:(1)

Forinstance,

PlayStation

4orXbox

One

(2)

Forinstance,

Nintendo

3DS"Which

ofthese

devices

do

youregularlyuse

to

play

video

games?“;Multi

Pick;U.S.:

n=30,305;

China:

n=15,704;

Germany:n=15,661;

UK:n=12,563;

France:n=12,556;

Spain:

n=12,564;

Italy:

n=12,564Company

Insights,

asofMarch2021Cloud

gaming

giveshigh-end

gaming

experience

without

the

need

for

expensivehardwareDeep

dives:

cloud

gamingCloudgaming,alsocalledGaming-as-a-Service

(GaaS)or

Gaming-on-Demand

(GoD),describes

the

idea

of

playing

fullvideo

games

running

on

remote

PCsforamonthlyor

hourly

fee.

SuchPCsarerunbycloud

gamingproviders

andlocated

inspeciallydesigned

data

centers.

ThePCs’configuration

often

assembles

high-endperformance

components

forusers

tobeabletoenjoy

africtionless

andseamlessgamingexperience

asonly

video

signalsand

user

input

are

shared

between

clientdevice

andremote

PC.Cloudgaming

offers

twomajor

advantages:

First,forplaying

high-end

video

gamesnoexpensive

hardware

is

needed

asthe

execution

ofgames

(neither

now

or

inthefutureduetoregularupgradesof

remote

PCsbyproviders)

takesplaceondedicated

PCs.Second,

users

canenjoy

theirvideo

games

onalmost

anydevicesupported

bythespecificservice

viaproprietary

apps,which

makes

gaminglessdependent

on

location

andsituation.Sofar,obstacles

regarding

technicallimitationsandusability

seemed

toberesponsible

for

preventing

abigcommercialsuccess

of

cloudgaming

providers.

For

instance,the

limited

rangeofplayablegames

or

supported

devices

was

asubstantialdownside

formany

gamers.Furthermore,

cloud

gamingrequires

afastand

stablebroadbandinternetconnection

toreduce

video

compression

and

latency.27Sources:

cloudwards,

techcrunchCloud

gaming

relies

heavily

on

a

fast

and

stable

broadband

internet

connectionDeep

dives:

how

cloud

gamingworksOntheuser’ssideclientdevices

need

tobeconnected

to

afastandstableOntheprovider’ssidededicateddatacenters

consisting

of

high-endPCsarebroadbandinternet

connection

and

need

to

runtheproprietary

appsdeveloped

by

runningthe

video

games

selected

byusers.

Therendered

visualsaredirectlythe

provider.

Users

then

receive

thevideo

signalstreamed

bythe

assigned

remotePCrunning

theselected

videogame.

Inreturn,the

users’

inputs

aredirectlytransmitted

tothe

remote

PCs.streamed

to

theuser’s

client

device

which

simultaneously

controls

theremote

PCsbytransmittinginputs.

Here,

afastand

stablebroadbandinternet

connection

isrequired

as

well.InputClient

devicesRemote

PCsVideo

signal28Sources:

techcrunch,

ArsTechnicaRemoteMyApp

is

growing

its

business

through

partnershipStart-upanalysis:

RemoteMyAppOverviewAnalysisThePolish

start-upRemoteMyApp

isdelivering

bothB2C

and

B2B

cloudgamingIs

theproductrare?

RemoteMyApp

facesintense

competition

bytech

giantslikesolutions.

RemoteMyApp

was

foundedin2014

with

supportfrom

TarHeel

CapitalGoogle

Stadia,Microsoft

xCloud,NvidiaGeForce

Now,

andShadow.

However,

withPathfinder.In2016

itreceived

additionalinvestment

from

MCICapital.

And

in2020,

aunique

focuson

B2B

cloudgaming

solutionsanddemand

fromcompanies

toDeutsche

Telekom