17 September 2008
Hong Kong, Entertainment
GfK Asia releases its premier Hong Kong Games Software retail measurement for the industry today, adding to its global coverage in Europe, Australia and New Zealand. The GfK Retail and Technology results estimate the dollar value of Hong Kong Games Software retail sales to be worth USD72 million or 1.9 million units of boxed packed games software sold to consumers by year end of 2008. GfK forecasts steady growth for 2009 estimating a minimum of 15% growth in this competitive market.
Action, Sports and Shooting Games comprised the top three genres purchased over the last 3 months in the study. Given Hong Kong's busy urban lifestyle, portable games titles also sold successfully and make up approximately 31% of the physical titles bought by consumers. This trend is also supported by a cheaper average pricing of USD28 compared to non-portable home console games titles which are retailed at an average of USD44. Hong Kong is a vibrant market where early adopters and first movers are eager to capture first release of products and this is seen most particularly in the gaming consumer.
"Historically we have seen how books, music and movies integrate into human lifestyle as a form of entertainment or knowledge. We have now come to an era where games will soon move into the main stream of our lifestyle as one of the core entertainment segments." GfK Asia Commercial Director, Stanley Kee comments. "In a digital world with mobility as a key focus in both work and play; games software is poised to fit into the new age lifestyle well among the many options available for consumers." said Stanley Kee. "The beautiful thing about games as a form of entertainment is that it is interactive, unlike books, movies and music, the real and the virtual world seems to co-exist at the same time which really brings excitement to consumers".
While the Hong Kong measurement is new, GfK is no newcomer to measuring the games software industry. GfK has provided tracking in this industry since it's inception in Europe. GfK has been tracking Oceania countries from the year 2000 for Australia and 2003 for New Zealand. In Australia, GfK measures a retail scene with more than 2700 shops selling games software while in New Zealand the retail scene measured contains more than 500 shops.
The Australian games hardware and software combined retail industry is worth a hefty amount of AUD1.3 billion (USD1.05 billion) while New Zealand is worth NZD140 million (USD94 million) in 2007. The top three genres bought by consumers in The ANZAC region retail scene are Action, Shooter and Family Entertainment not arranged in any particular order.
"Due to Asia's less organized sales distribution routes, games software retail sales can be challenging with an estimated universe of over 500 shops in Hong Kong, more than 1000 shops in Taiwan, about 1000 shops in Korea and more than 400 shops in Singapore. Publishers, Developers and Hardware suppliers need to be armed with knowledge and insight to better map the long term potential of Asian consumer needs" added Mr. Kee.
With recent years of thriving games console hardware sales, immense potential is seen for games software even just simply to fill the gap of multiple choice and ownership of games software to a logical ratio a typical consumer would own. In 2008, Hong Kong games console hardware only is expected to be worth USD189 million with minimum 720 thousand units expected to be sold while in 2009 hardware growth is anticipated to grow around 10% in both units and value.
About GfK Asia Pte Ltd
GfK Asia Pte Ltd (GfK Asia), part of the global GfK Group, is a leading research company with over 20 years experience in providing reliable Asian retail and technology market data. Our analysts track a broad range of consumer technology markets, including: consumer electronics, telecommunications, IT, household electrical appliances (large and small), optics, entertainment, gaming as well as digital imaging. GfK Asia covers more than 55 product groups and over 350,000 models, collecting monthly data from over 6,000 specialist / independent shops as well as over 170 organized retailers with approximately 15,000 outlets. This disciplined methodology, together with tight field operational control in every country, allows GfK Asia to produce high quality reports containing reliable information that our clients can use with confidence.
Based in Singapore, with other offices in India and Japan, GfK Asia offers extensive coverage of the following countries: China, Singapore, Malaysia, Thailand, Indonesia, Korea, Taiwan, Hong Kong, Vietnam, and Australia. For further information please visit our GfK Retail and Technology website: www.gfkrt.com
Editors Notes:
GfK Retail and Technology in Asia currently tracks Games Console Hardware sold in the retail scene of Asia for China (7 cities), Korea (8 Regions and online), Taiwan, Hong Kong, Singapore, Australia, New Zealand and Japan. GfK Asia plans to track Games Software in further Asian countries within the next 6 months; including Taiwan, Korea and Singapore.
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GfK Retail and Technology, www.gfkrt.com
GfK Asia
Entertainment
+852 2359 3333
hk-ETAINMENT@gfkrt.com