GAMES FOR KIDS Youth are the controllers
More and more publishers are aiming more and more products at more and more pre-teen consumers. Dave Roberts talks to some of the key figures about the rise and rise of children’s games
TWO FACTORS are dovetailing to create growth in the pre-teen gaming market.
Firstly, there is the traditional migration down the demographic that comes about as a generation of hardware enters its second, third and fourth years.
Secondly, the popularity of the Wii plus the Move and Kinect peripherals mean that games can now be simpler – and more instinctive than ever – to control. Simplicity, in fact, is a virtue like never before. A third background factor, of course, is the long-term and
18 July 15th 2011
ongoing mainstream adoption of gaming as all-pervasive popular culture. The audience is broader than ever – younger as well as older. This isn’t just a window opening up in this generation’s cycle – it’s a permanent shift and a major opportunity.
Rachael Grant, brand manager at Ubisoft, says: “I think the market for younger consumers has been consistently growing for a couple of years now, and this has very much been a focus for Ubisoft. “The Imaginerange led the trend for a variety of games designed specifically with the younger
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Kinect and Move are making gaming more accessible to wider groups of consumers. Rachael Grant, Ubisoft
consumer in mind. Now, more than ever, this audience is a very important part of our business and the industry in general – and this will continue for us into 2012.” She acknowledges the influence of Kinect and Move, saying that “they are making gaming more accessible to wider groups of consumers” and adding that “they are expanding on the experience that Nintendo has created with Wii”. One of Activision’s senior brand managers also pays tribute to Nintendo, saying that the motion controllers from Microsoft and Sony both “provide greater opportunities
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