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THE GAMING SCENE


In the UK alone there are over 21m people playing digital games and although traditional packaged content is still the primary way of playing, online and mobile gaming is fast catching up both in terms of time spent playing, as well as the amount of units sold. Disney has a firm grip on every gaming touchpoint.


Game On


Each successive generation is shifting more and more towards multi-format use, and nowhere is this more noticeable than with 6-10 year olds. Some 83% of children are playing what


were once described as ‘video games’, with one third being ‘platform agnostic’, playing across consoles, mobile and online – in fact anything they can get their hands on!


Keeping Little Thumbs Busy


Console gaming remains an important part of children’s lives, with technology allowing them new and exciting ways of playing their favourite games. Looking across the UK market there are high numbers of consoles in households - some 13m people own a Nintendo DS, 9m a Nintendo Wii, 7m the Microsoft Xbox 360 and 4.5m the Sony PlayStation 3. Speaking about the future, Phil Rile predicts “A look into the future shows


a different world for console playing - with new hardware arriving from all the major fi rst parties. By 2016 we expect 37m units of software to be sold on platforms that don’t exist in the market place today. The future is exciting.” In 2011, Disney was the number one publisher of licensed games for children,


holding fi ve out of the top 10 titles as well as the number one itself with Lego Pirates of the Caribbean. One such success story is Disney Epic Mickey, which fi rst launched in


November 2010. Disney Epic Mickey holds the company record as the fastest selling game on Nintendo Wii, exciting and enthralling core gamers and families in equal measure. The sequel, Disney Epic Mickey 2: The Power of Two, was released in November 2012 for Nintendo Wii, Wii U, XBox 360 and Playstation 3. “As well as being an incredible gaming experience, when we asked consumers


how they felt about Mickey Mouse after having played the game, they said he was edgier, cooler and more heroic,” Phil revealed.


A SPECIAL MAX PUBLISHING © Disney 107


Above: Disney’s Epic Mickey 2 was the company’s fastest selling game on Nintendo Wii.


disney PUBLICATION 2013


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