Video Games Market Research & Business Solutions

Gamers are faced with a proliferation of options both in content acquisition and gaming platforms. The options continue to expand, fueled not only by the increasing number of devices on which video games can be played, but also by the many devices that allow consumers to acquire digital video game content.

In this increasingly complex market, companies require a variety of research options. Our combination of point-of-sale (POS) information, consumer insights, industry expertise, and market experience delivers the video game market research options necessary to help you make better business decisions.

Video Games

Retail Tracking

Monitor retail sales of PC games and video games hardware, software, and accessories in the US and Canada. This service covers all distribution channels, including online sales. No other market research company offers this level of detail in point-of-sale market information.

Consumer Tracking

Understand who is buying video games and PC games, and how, why, and where they shop. Based on consumer behavior information provided by our online panelists, the service delivers information on purchasing, usage, and attitudes. It delivers an unmatched view of the marketplace across all distribution channels.

U.S. Games Market Dynamics

For an eagle-eye view of the market, this service covers the entire U.S. games industry at the category level. Our new core product for all U.S. games clients, it encompasses market size by segment, key market insights, and analysis of emerging trends. By integrating POS and consumer information, the service provides analysis of delivery method (physical, digital), hardware sales, accessories by type and platform, and gaming content. Its information on content includes new and used physical sales, digital downloads and add-on content, rentals, social network gaming, subscriptions, and mobile games.

Games Consumer Insights Reports

Track awareness, usage, and experiences with established and emerging gaming trends. This is the industry’s first service that measures consumers’ video game acquisition habits in all forms, across all platforms. This ongoing study is the only source for a complete view of how retail, digital, free gaming, and piracy factor into games acquisition.

Video Game and PC Game Subscriptions Reports

Look to these quarterly reports for indispensable information about the market for paid online subscriptions to MMO/PC games, casual gaming websites, and video game console services (Xbox Live Gold). Get the best view of this burgeoning market, with reliable consumer insight from thousands of US gamers age 13 and older who are members of our online consumer panel.

Checkout Tracking℠

Checkout Tracking℠ provides information on consumer buying behavior at the market basket level, based on receipts for brick-and-mortar and online retail purchases. You get precise, item-level purchase detail that is linked to buyers and their demographics. Data comes from large-scale longitudinal panels, making it possible to study the same consumers over time, analyze competitive market baskets, and identify purchase patterns.

Video Games

You have opportunities. You face threats. What you need are smart, quantifiable methods of distinguishing one from the other and maximizing your chances of success. NPD’s Analytic Solutions Group includes a team of senior leaders with extensive experience developing and delivering analytic solutions that address strategic marketing, sales, and planning issues.

We combine NPD POS and consumer information, industry expertise, and custom survey research – then add state-of-the-discipline research techniques and methodologies to explain the "why behind the buy.” Through advanced modeling and analytic services, we offer insight into what will happen in the future, not just what has happened in the past, answering your most pressing business questions:

See how clients have used our analytic solutions to solve their business challenges in our Analytic Solutions Case Study Library.

Video Games

PC and Video Games — DLC and Microtransactions Purchasing

Downloadable content (DLC) and microtransactions deliver the enhanced experiences gamers not only want, but expect. Our PC and Video Games — DLC and Microtransactions Purchasing Report shows you exactly what’s happening with gaming behavior, purchasing, attitudes, and perceptions related to DLC and microtransactions. And we’ve incorporated a focus on non-casual games for both consoles and the PC. This report is the only source for current, in-depth detail about this market.

Video Games as Spectator Sport: Exploring eSports and Streaming Gaming

Our new eSports and Streaming Gaming report reveals exactly what’s happening and surfaces specific detail on the threats and opportunities that warrant your attention. Based on an online survey and augmented by our analysts’ deep industry expertise, the report focuses on eSports awareness, participation, and gamer demographics. Use it to explore discovery, motivators, and gaps and understand this new gameplay behavior. You’ll find out what impact eSports and streaming gaming are having on traditional gaming habits and purchasing, how awareness and participation are growing, and much more.

Mobile Gaming: Pinpoint Opportunities, Mitigate Threats

Our Mobile Gaming 2014 provides the latest insights, straight from consumers. Explore mobile gaming market size, device ownership, gaming behavior, app ownership and abandonment, and more. No other source connects you so closely to the mobile gaming consumer’s mindset.

Core Gamers: What’s Changing in Their World?

Core gamers are committed to their video games. They just keep on spending – new content, new consoles — despite the industry’s changes. It’s essential that you understand what they want and how they play. Get a fresh look at core gamers, how they’re adapting to your changing industry, and what they think of the newly-released consoles.

Exploring Digital Gaming

Digital gaming might not be new anymore – but it’s still growing fast and offering plenty of opportunities to profit. To win in this competitive arena, you have to understand who plays digital games today and what they want more of. Our new report, Exploring Digital Gaming, reveals data and insights important for you and your business to know. New detail about the evolution of digital gaming. Comparisons to data from 2014. Plus deep analysis from our team of games industry specialists to put it all in context.

Kids' Share of Time and Wallet

What captures kids’ time and parents’ spending? Understanding why kids do what they do can be a challenge for toy marketers (and parents!). Now there’s a source for new data and insights about how and where parents spend money on children age 14 and younger and how kids spend their time.

Video Games
Press Releases

October 17, 2016

Latest Report from the NPD Group Provides Insight Into Gamers’ Purchasing, Usage, and Perceptions of Additional Gaming Content

According to PC and Video Games – DLC and Microtransaction Purchasing, the latest report from global information company, The NPD Group, among the U.S. population of males and females age 13-54, 28 percent have purchased additional video game content in the past three months, with males and teens being the primary purchasers. Microtransactions are purchased more often than downloadable content (DLC), at 23 percent and 16 percent, respectively.

September 12, 2016

The NPD Group Reports On Gamer Segmentation

According to Gamer Segmentation 2016, the latest report from global information company, The NPD Group, the avid omni gamers segment continues to see an upward trend in growth and is close to surpassing the largest segment, free & mobile gamers. The avid omni gamers segment, up three percentage points from 2014, is closing the gap on the largest gamer segment, free & mobile gamers, which exhibited a decrease of two percentage points.

August 30, 2016

NPD Signs Agreement to Acquire Video Games Research Provider EEDAR

The NPD Group, a global provider of information and advisory services, has signed an agreement to acquire EEDAR, a specialist market research and data analysis firm for the video games industry. Combining the complementary assets and expertise of the two companies will give clients access to a full suite of services covering data, insights, and analytics and facilitate innovation to meet the rapidly changing needs of the industry.

August 8, 2016

Republicans Seek Sports-Centric Entertainment, Democrats Gravitate to Genre Variety

Political ideology aside, consumers share a lot of common ground in their entertainment choices, and they also have some very distinct differences, according to data from global information provider The NPD Group. According to NPD’s BrandLink, the most popular movie genres, music types and video games are favored equally by both Republicans and Democrats.

July 11, 2016

The NPD Group Launches Digital Games Tracking Service for Gaming Industry

The NPD Group today announced that it has launched a digital point-of-sale (POS) sourced service, tracking SKU-level sales data on digital games. NPD’s Digital Games Tracking Service is the first service to provide the U.S. gaming industry with publisher-sourced data on digital game sales, aggregated from the participants of a Digital Panel that includes leading publishers in the industry.

April 5, 2016

The NPD Group Reports On Consumer Viewing Habits of eSports And Streaming Gameplay

According to eSports and Streaming Gameplay, the latest report from global information provider, The NPD Group, 44 percent of current gamers have watched either formal eSports competitions or informal video streaming of gameplay in the past six months.

March 7, 2016

49 Million U.S. Internet Homes Now Own a Connected TV or Attached Content Device, According to The NPD Group

More than half (52%) of all U.S. Internet homes have at least one TV connected to the Internet, representing an increase of six million homes over the past year, according to The NPD Group Connected Intelligence Connected Home Entertainment Report.

Video Games

November 8, 2016

Digging Into PC and Video Game Purchasing for DLC and Microtransactions

The days when gamers purchased a game and played it to its full potential are behind us. Now gamers expect additional gaming possibilities, and downloadable content (DLC) and microtransactions deliver.

August 30, 2016

How a Retailer Improved Its Video Games Assortment

Our retailer partner approached us when its customer insights team needed to inject data-driven decisions into its planogram process for video games—a high-revenue, and highly complex, category. Although the team understood how the category performed historically, it wanted to know how video games might trend in the future. Simple models provided by its suppliers wouldn’t cut it. The client needed a dynamic, accurate, un-biased forecast that took into consideration seasonality, manufacturer behavior, macro-economic factors, and industry expertise—something it lacked before.

August 29, 2016

Gamer Segmentation 2016: See the Forest and the Trees

When it’s not enough to see the whole forest, you need a way to zoom in and see the trees. That’s how to answer your questions about individual gamer segments and how they relate to each other, rather than knowing only about the whole “forest” of gamers.

June 29, 2016

Gamers’ Hidden Behaviors, Wants, and Needs

When you want detail on mobile payers’ spending behavior, single-game spenders’ in-app purchases, or which type of gamer is most likely to spend on your title, look to Checkout TrackingSM. It’s your key to the hidden world of gamers’ behaviors, wants, and needs.

June 9, 2016

Digital Gamers: Who They Are, What They Want

Digital storefronts and access to video games have evolved quickly over the last few years. And so have the gamers playing digital games. Are you positioning your business to appeal to these consumers and align with their demands? Our latest insights can help you get there.

May 4, 2016

eSports and Streaming Gameplay: Gamers’ New Playground

Video games are fast becoming a spectator sport. Video game streaming sites boast millions of monthly users — and they’re growing fast. Increasingly, eSports and streaming gameplay are becoming the new playground for U.S. gamers, engaging more viewers and players all the time. Here’s a look at our latest insights.

March 23, 2016

A New Way to Look at Gamers' Spending

Gamers want what's new and cool, always. And they're not shy about going where they have to go to get it, even if that means being "disloyal" spenders. Now there's a new source for detailed information on gamers' buying behavior at the market basket level.

December 3, 2015

Kids at Play: How Do They Spend Their Time and Money

Understanding the under-14 consumer can be a tricky business for toy marketers. Technology and other interests compete with toys for time and money. Getting to know these important consumers – and knowing more about them than your competitors do – is critical. See how kids spend their play time, and what parents buy for their kids.

July 9, 2015

The Business Case for Comparing Apples to Oranges

If you spend enough time looking at enough data, you’ll realize that correlations tend to fall into three categories:

  1. The obviously useful, i.e., you’re a pizza maker who has seen your share of the market fall as a new competitor’s share has risen.
  2. The dubious, i.e, when trying to find a way to overcome that share decline, you discover a near perfect correlation between increases in mozzarella consumption and increases in the number of civil engineering doctorates.
  3. The seemingly dubious but actually quite useful, i.e, you’re a pizza maker who finds that your customers prefer Android phones to iPhones.

Finding the business value in that last category is not an easy proposition, however. It requires a bit of imagination and a bit of commitment. You have to look beyond the immediate -- wow, that’s kind of cool! -- to see what it might mean for your business -- wait, I can use that!

So let’s look at the business cases for unusual correlations.

CNBC published an article recently that used data from The NPD Group to look at what consumers’ phone operating systems said about their food choices. That article generated a fair amount of attention across social media. You may have come across it yourself on Twitter, LinkedIn or elsewhere. If not, take a moment to read “What your smartphone says about your waistline” now.

As the article says, new Checkout Tracking℠ data from The NPD Group shows a slew of surprising links between food preferences and cellphones. Folks who carry iPhones are more likely to eat soup and drink smoothies. Android users over-index for roast beef sandwiches and pizza (which is not to say that those over-indexers overeat. Who are we to judge?)

The correlations also extend to restaurant preferences. IPhone users can be found at Panera; Android users are over at Hardee’s.

So if you work in the IT department at one of the restaurant chains mentioned in the CNBC article, you now know exactly which phone system to prioritize in your app development.

But if you work anywhere else, it may not be immediately apparent what the business uses of such cool correlations may be….until you look deeper.

Hidden in plain sight

Checkout Tracking data is based on the millions of receipts sent to us and our technology partner, Slice Intelligence, by consumers. Those receipts yield detailed, item-level data about individual consumers across stores, across all retail segments, covering both online and brick and mortar, and over time.

Just think about that for a second: transaction-level detail across all retailers, across all channels and all time, at the individual buyer level.

Checkout Tracking can tell retailers what their most loyal customers do after they left their store. It can tell manufacturers what else customers bought when they picked up their product at a retailer. So let’s look at just a few of the less-than-obvious applications.

  • If you know what products customers bundle together at checkout, you can maximize the value of each customer visit
  • If you can see what percentage of your customers’ wallets are captured by others, you can determine your true competitive set and develop plans to boost your share of wallet
  • If you can learn what’s really lifting sales (penetration? frequency? purchase size?) you can spend your marketing dollars where they’ll count

Checkout Tracking yields loads of such fascinating correlations and less-than-obvious business applications. In addition to food, NPD tracks 20 other industries, including games. Here are a few correlations from the uber-hot category of Millennial gamers:

  • Male Millennial mobile games buyers spend more of their dollars on Uber and They also spend more online dollars on Travel and Movies and TV.
  • Female Millennial mobile games buyers spend more of their dollars on Groupon. And they spend more online dollars on pet supplies and online deals.

Data like that suggests, for example, that the best way to reach female gamers may be through online deal sites. Or if you own a pet store, you may want to consider in-game advertising.

If you’d like to know more about how Checkout Tracking would work for your business, fill out the form to the right.

Video Games
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