25/02/2015
Game Brasil 2015 also showed that women are playing more
The 2015 Game Brazil Survey, carried out by developer Sioux and Blend New Research, a research company specializing in consumption, showed that Brazilian gamers continue to have a multiplatform profile: 78.6% play on more than one device.
The most popular is the smartphone, with 82.8% of the sample, surpassing the computer/notebook, which in 2013 was in the lead, with 71.3% and the consoles 56.2%. Tablets also gained space and appear with 37.4%, 6.4 percentage points more than in the last panel. "The novelty was due to the expansion of Smart TVs that already appear as a platform for games with 6.1%", says Lucas Pestalozzi, president of Blend Research International.
In 2013, women represented 41% of gamers in Brazil. In this new panel there are already 47.1% and the most representative age group is 25 to 34 years old. "Despite all the popularity of the games category in both sexes and ages, only 9,3% consider themselves "real gamers" since the vast majority play as a form of casual entertainment", reinforces Guilherme Camargo, CEO of Sioux.
In 2013, the first version carried out in partnership with ESPM's Digital Marketing Studies and Business Center brought a comprehensive approach to consumer habits focused mainly on the mobile segment. For the new survey, there was an expansion in the segments, which now includes not only mobile (smartphones and tablets) but also consoles and computers, in addition to new topics such as the behavior of parents and children in relation to the use of games during leisure time.
The base of people and the methodology were the same as in the previous survey, covering 25 States and the Federal District, with 909 interviews carried out in the month of January.
Parents and sons
Among the interviewed parents, 90.6% claim that their children play some type of electronic game platform. Most parents (71.2%) stated that they like their children to play, but with some reservations.
Control of what is being downloaded or played is done by 61,8% Parents. The duration time in front of the games is also supervised by 48.9%, as follows: 35.1% regulate the time at which the entertainment moment occurs; 22% monitor who your kids are playing with; and 14.4% claim not to control any type of activity.
Regarding the interaction between parents and children with the same device or game, 82,1% have the habit of playing simultaneously.
Another interesting fact revealed by the survey is that none of the parents interviewed is opposed to the fact that their children play. "The gamers of the 80's already constituted a family and the culture of electronic games enters the lives of their children naturally. There is no fear or prejudice of their parents' generation", evaluates Guilherme.
Mobile segment (smartphones and tablets)
Smartphone mobility is a determining factor in this leadership, since 86.2% of use for games takes place while commuting or in transit. The most downloaded type of content on smartphones is the games category which represents 78% of downloads made. Next, the Entertainment categories appear with 58%, Photography (45.8%) and Communication (45%) of downloads made.
Of those interviewed, 33.5% do it weekly, with 75% only downloading free games. On tablets, 91.2% of people are in the habit of downloading game applications, with 38.4% doing so every week. "The main reason for the low consumption of paid games, point out 57.3% of the interviewees, is the fact that there are always other free options", highlights Lucas Pestalozzi. Of those who consume paid games and applications, 41.5% spend up to R$ 10.00 monthly.
Most people responded that they accept downloading free games with advertisements (66.4%), but only 35.6% claim that advertisements do not affect performance.
Another evidence that has been repeated since the survey carried out in 2013 is the hegemony of the Android platform (Google) which, now in 2015, has more than 75% of users in the smartphone segment, followed by iOS (Apple) with 11.1%, and Windows Phone (Microsoft) with 7%. With regard to the opinion on the best brand of devices, the survey reveals a technical tie between Apple and Samsung, with 33.6% and 33.2% respectively.
Among tablets, the Android platform is also the absolute leader with 78.8% of users against 16.4% for iOS. However, when the question is about the best brand on the market, Apple appears with 51.4% and Samsung with 35.7%. The main attributions of use are: access to social networks, videos and also games.
Segment video games (consoles)
In terms of penetration, the study reveals that Xbox 360 is the most popular, with 42.9% of players, surpassing Playstation 2 with 38.9% and PlayStation 3 with 30.3% of the gamer population. The eighth generation of video games has as its main product the PlayStation 4, with 10.4% of gamers, followed by the Xbox One with 7% and Wii U 2.2%.
The purchase of videogames occurs mostly in national and official retail channels, which register 63.9% of sales, followed by the parallel market with 17.1% and international travel with 14%. The main factor that motivates the purchase of the product at official retailers is the guarantee offered to the device – a criterion that influences 71.2% of purchase decisions. Next, installment options appear as the second purchase influence factor: 14.4%. Of the users who bought abroad, 98% stated that the main motivator was the price and 2% the availability of the product.
The acquisition of games for consoles occurs mainly in physical retail stores (52.7%), followed by online stores (33.3%) and only 7.6% buy directly on online platforms such as Xbox LIVE and PlayStation Network. 45.7% of respondents said they bought used games attracted by the attractive price (77.9%) and the possibility of using the games themselves as a bargaining chip (16%).
The evaluation made by Brazilian gamers of dubbed console games points out that 40% attribute regular quality, 36.1% good and 17.1% excellent. When asked about the best release of 2014 based on price, availability, location and gameplay, GTA V took first place with 30.1% from the opinions, followed by FIFA 2015 (23.9%). Of the preferred modalities to be played on console, Action/Shooting was mentioned by 32.8% of the interviewees, followed by Adventure (26.9%) and Football (17.4%).
Computers and notebooks segment
The most popular operating system among gamers is Windows 7 with 44.2% of users, followed by Windows 8 (33.9%). The notebook is the most used device for gaming, with 60.1% penetration and the vast majority of gamers use only a single monitor (90.6%). The main advantage of playing on a computer, according to the interviewees, is the possibility of customizing the machine (25.8%), closely followed by the fact that the favorite games are on that platform (20.6%). Online retail is the main purchase channel for gamers in the segment (40.1%), followed by physical retail, with 34%, micro-transactions within the game (11.2%) and the Steam platform with 7%.
The most popular is the smartphone, with 82.8% of the sample, surpassing the computer/notebook, which in 2013 was in the lead, with 71.3% and the consoles 56.2%. Tablets also gained space and appear with 37.4%, 6.4 percentage points more than in the last panel. "The novelty was due to the expansion of Smart TVs that already appear as a platform for games with 6.1%", says Lucas Pestalozzi, president of Blend Research International.
In 2013, women represented 41% of gamers in Brazil. In this new panel there are already 47.1% and the most representative age group is 25 to 34 years old. "Despite all the popularity of the games category in both sexes and ages, only 9,3% consider themselves "real gamers" since the vast majority play as a form of casual entertainment", reinforces Guilherme Camargo, CEO of Sioux.
In 2013, the first version carried out in partnership with ESPM's Digital Marketing Studies and Business Center brought a comprehensive approach to consumer habits focused mainly on the mobile segment. For the new survey, there was an expansion in the segments, which now includes not only mobile (smartphones and tablets) but also consoles and computers, in addition to new topics such as the behavior of parents and children in relation to the use of games during leisure time.
The base of people and the methodology were the same as in the previous survey, covering 25 States and the Federal District, with 909 interviews carried out in the month of January.
Parents and sons
Among the interviewed parents, 90.6% claim that their children play some type of electronic game platform. Most parents (71.2%) stated that they like their children to play, but with some reservations.
Control of what is being downloaded or played is done by 61,8% Parents. The duration time in front of the games is also supervised by 48.9%, as follows: 35.1% regulate the time at which the entertainment moment occurs; 22% monitor who your kids are playing with; and 14.4% claim not to control any type of activity.
Regarding the interaction between parents and children with the same device or game, 82,1% have the habit of playing simultaneously.
Another interesting fact revealed by the survey is that none of the parents interviewed is opposed to the fact that their children play. "The gamers of the 80's already constituted a family and the culture of electronic games enters the lives of their children naturally. There is no fear or prejudice of their parents' generation", evaluates Guilherme.
Mobile segment (smartphones and tablets)
Smartphone mobility is a determining factor in this leadership, since 86.2% of use for games takes place while commuting or in transit. The most downloaded type of content on smartphones is the games category which represents 78% of downloads made. Next, the Entertainment categories appear with 58%, Photography (45.8%) and Communication (45%) of downloads made.
Of those interviewed, 33.5% do it weekly, with 75% only downloading free games. On tablets, 91.2% of people are in the habit of downloading game applications, with 38.4% doing so every week. "The main reason for the low consumption of paid games, point out 57.3% of the interviewees, is the fact that there are always other free options", highlights Lucas Pestalozzi. Of those who consume paid games and applications, 41.5% spend up to R$ 10.00 monthly.
Most people responded that they accept downloading free games with advertisements (66.4%), but only 35.6% claim that advertisements do not affect performance.
Another evidence that has been repeated since the survey carried out in 2013 is the hegemony of the Android platform (Google) which, now in 2015, has more than 75% of users in the smartphone segment, followed by iOS (Apple) with 11.1%, and Windows Phone (Microsoft) with 7%. With regard to the opinion on the best brand of devices, the survey reveals a technical tie between Apple and Samsung, with 33.6% and 33.2% respectively.
Among tablets, the Android platform is also the absolute leader with 78.8% of users against 16.4% for iOS. However, when the question is about the best brand on the market, Apple appears with 51.4% and Samsung with 35.7%. The main attributions of use are: access to social networks, videos and also games.
Segment video games (consoles)
In terms of penetration, the study reveals that Xbox 360 is the most popular, with 42.9% of players, surpassing Playstation 2 with 38.9% and PlayStation 3 with 30.3% of the gamer population. The eighth generation of video games has as its main product the PlayStation 4, with 10.4% of gamers, followed by the Xbox One with 7% and Wii U 2.2%.
The purchase of videogames occurs mostly in national and official retail channels, which register 63.9% of sales, followed by the parallel market with 17.1% and international travel with 14%. The main factor that motivates the purchase of the product at official retailers is the guarantee offered to the device – a criterion that influences 71.2% of purchase decisions. Next, installment options appear as the second purchase influence factor: 14.4%. Of the users who bought abroad, 98% stated that the main motivator was the price and 2% the availability of the product.
The acquisition of games for consoles occurs mainly in physical retail stores (52.7%), followed by online stores (33.3%) and only 7.6% buy directly on online platforms such as Xbox LIVE and PlayStation Network. 45.7% of respondents said they bought used games attracted by the attractive price (77.9%) and the possibility of using the games themselves as a bargaining chip (16%).
The evaluation made by Brazilian gamers of dubbed console games points out that 40% attribute regular quality, 36.1% good and 17.1% excellent. When asked about the best release of 2014 based on price, availability, location and gameplay, GTA V took first place with 30.1% from the opinions, followed by FIFA 2015 (23.9%). Of the preferred modalities to be played on console, Action/Shooting was mentioned by 32.8% of the interviewees, followed by Adventure (26.9%) and Football (17.4%).
Computers and notebooks segment
The most popular operating system among gamers is Windows 7 with 44.2% of users, followed by Windows 8 (33.9%). The notebook is the most used device for gaming, with 60.1% penetration and the vast majority of gamers use only a single monitor (90.6%). The main advantage of playing on a computer, according to the interviewees, is the possibility of customizing the machine (25.8%), closely followed by the fact that the favorite games are on that platform (20.6%). Online retail is the main purchase channel for gamers in the segment (40.1%), followed by physical retail, with 34%, micro-transactions within the game (11.2%) and the Steam platform with 7%.
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