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Section 3: Recommended Reading

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Recommended Reading in order to understand the broader implications of the video game industry   1.  The Video Game Industry: Formation, Present State, and Future edited by Peter Zackariasson and Timothy L. Wilson This book is a fantastic Pre 2012 reference, and provides a comprehensive analysis of the entire video game industry as a whole. This includes past, future and present. This book while lengthy, examines a large portion of the industry, including consumer behaviour, industry business models and in-depth marketing strategy analysis. This book explores the motivations for consumers purchase behaviours, and provides an understanding on what influences a consumer in this industry. Covers market trends and innovations pre-2012. Equips readers with a comprehensive understanding of the history of the industry, from what the fundamentals of a video game industry, to the future prospects. This book analyses the competitive nature of the industry, and discusses strategy in ord...
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Section 2: The future of the industry and Trends

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What Does the Future look like? The Video game industry is a powerhouse, its market value of 184 billion dollars alone stands to speak for itself (Mintel, 2023). Mobile gaming is the most popular platform and makes up for nearly 50% of the overall revenue the industry generates (Mintel, 2023). But where do we go now? what are the current trends and issues? Artificial Intelligence What do we mean by this? Artificial Intelligence relates to the technology from which allows computers and machines to simulate human thought (Harper and Watt et al,. 2020). This in turn allows for computers to access data and make informed decisions based on the information provided (Harper and Watt et al, 2020). Artificial intelligence also has the ability to continuously learn, the more data fed into machine learning the further improved accuracy and reliability of the concluding action (Harper and Watt et al., 2020). But what does this mean for the video game industry? Why is this relevant?  Introducin...
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Section 1: Video Game Industry and the Current Market Situation

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The Current Market Situation Market Value The Global Video game industry is worth an astronomical 184 billion dollars (2023), this is projected as a 0.6% rise from the previous year (2022) (Mintel, 2023). Global Video Game Market Value Mobile gaming acts as the market leading platform for generating revenue, with $90.4 billion attributing from that platforms contribution alone. This is close to the overall income accumulated from console gaming (Including handheld) and PC gaming combined. Mobile Gaming has however suffered a 1.6% decline in revenue from 2022 - 2023. Market User Information Over half of UK consumers have played, or continue to play video games with a reported statistic of 59% (Mintel, 2023). This coincides with similar results projected from the USA at 65% (ESA, 2023)  ESA Report 2023 . It was found that 95% of Gen Z (Aged 26 and below) consumers expect to play video games within the next 5 years, A figure which steadily declines throughout generations. Generation X...
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Section 1: Market leaders and Pioneers

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 Current Brand Leaders Sony Sony Interactive, founded in 1946, Japan, currently helmed by CEO Kenichiro Yoshida, are an organisation known for their electronics, entertainment and gaming systems (Sony, 2023).  In the video game industry, Sony are known for their renowned series of static gaming Playstation series consoles, first released with the Playstation 1 (£299 RRP)  in 1994 (See 1995 Advert Below). This console was groundbreaking for Sony, according to an article by Anderson, 1997   "Sony PlayStation: The People's Choice" . The Playstation 2 years after release, had sold 2.2 million units worldwide.  As of August 2023, a reported increas at 18% of UK consumers owned a Playstation 5 amongst their  household (See and Compare 2021 Advert below), concluding with a total of 31% owning a current generation, or previous generation Playstation console. As reported by Statista, Sony has a global revenue of 82 billion Dollars, with a third of this being ma...
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