Do Wii Kinect with the Move?

As the motion-controller battle is set to heat up this Christmas, Danny Kay explains how the Kantar Media FuturePROOF study indicates the likely impact on the gaming market…

The gaming market has seen a significant shake-up in recent years, with new technology attracting previously untapped demographics and hence obscuring the blueprint of the stereotypical gamer. The main driver of this change was the Nintendo Wii, launched in 2006 with its interactive motion-sensing technology pulling in older generations (primarily with children) and females.

This trend has evidently continued into 2010; half of Wii users are female, compared to a third of Xbox 360 and PS3 users (consoles synonymous with hard-core gaming). Although Wii gaming is inevitably still higher among younger age groups, older members of the family are participating as well; over half of 35-44 year olds who live in a Wii household personally use it themselves.

Wii take-up has continued apace since its launch, with ownership rising from 23% in 2009 to 33% in 2010. However, Microsoft and Sony have set out to disrupt this previously unrivalled success with the recent launch of two new (but very different) motion-sensing add-ons to their respective consoles.

Sony have played it safe with the Move by offering what is essentially a technological improvement on the Wii. Conversely, Microsoft has pushed the boundaries by offering “a controller-free gaming and entertainment experience”. But can they replicate the success of Nintendo in this genre, and moreover which one will come out on top?

Results from the 2010 futurePROOF survey gave us an early indication of awareness of the two products. At the time of fieldwork (September and October this year), 26% of 12+ year olds were aware of the Kinect, and 30% the Move. These figures almost doubled among owners of the respective consoles, who already had a vested interest. Among those that were aware and already owned the relevant console, 47% were interested in buying a Kinect, and 46% a Move, in the next six months.

Price issues aside, this at least suggests that sales of the add-ons are likely to be equally as plentiful this Christmas among the console owners. Indeed, latest sales figures agree, with both Microsoft and Sony claiming to be well on target to surpass end of year sales forecasts worldwide, driving worries that demand may actually outweigh supply.

But are they attracting new users? After all, this is the lucrative section of the market to which bundle offers are most likely to appeal, since the initial attraction of the add-on necessitates the purchase of a new console and games. In order to replicate the success of the Wii and encourage additional console take-up they have to ensure they are appealing to the less stereotypical gamers.

This will allow them to further unleash the potential as media-hubs, and enjoy the commercial opportunities this brings. For example, it offers substantial potential for advertising, highlighted by the fact that those who indicated an interest in buying one of the new add-ons are at least three times more likely than average to agree that their games console is for much more than playing games, and that brands that advertise in video games are innovative.

Again the latest figures from FuturePROOF gave us an early indication of the likely appeal for non-owners of the consoles. Of those who were aware of the Kinect but didn’t own an Xbox 360, 12% claimed interest in buying a Kinect in the next six months; the equivalent figure was 10% for the Move. However, at this stage it was the leading edge of the technology spectrum who were sold on the idea, being three times as likely to show buying intent than the average.

However, this certainly doesn’t mean that the Move and the Kinect won’t succeed in attracting the current (or legacy) Wii target audience. As a proud owner of a spanking new Xbox 360 and Kinect, the purchase of which was instigated by a (controller-less) fitness seeking partner who had always rejected games consoles in the past (including the Wii), I can certainly vouch for this!

Microsoft alone is spending a reported £300 million in a global push with its ‘you are the controller’ campaign. The campaign began at the beginning of November with television ads during prime time TV, website takeovers, and various other promotions.

Sony, on the other hand, launched their offering with the ‘It does everything’ campaign. This has included advertising in cinemas with the new Harry Potter film, viewed by 1.9 million people in the first two weeks alone. These are all part of the strategy to broaden the appeal among potential casual gamers.

So it seems inevitable that increased awareness of the technology can and probably will convert the masses. Whether Sony and/or Microsoft can catch up with the pace-setter Nintendo, and sprint into the lead, only time will tell. Over to FuturePROOF 2011 and beyond…

For more information, please visit www.kantarmedia-custom.com