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Interactive games

Ben Turner, PwC Sydney
Roshan Emmanuel, PwC Sydney
Matt Benwell, PwC Melbourne

The push towards greater digital distribution continues, tightening the integration of next-generation consoles with cloud games services and online shops.

Mobile gaming is developing as a distinctly separate market from traditional console and PC gaming. The dominant freemium revenue model will increasingly be supplemented through advertising and sponsorship revenue.

Market definition

This segment breaks down consumer spending on video games by component, including console, online, PC and mobile. It excludes spending on the hardware used to play the games, and revenues from console and PC games are split by physical and digital.

PC games covers revenues from traditional, more complex PC games sales. The category includes sales revenues from retail and digital-download stores (Steam and Origin) and additional downloadable content.

Mobile gaming considers all revenues from playing games on a mobile device (tablet or mobile phone). It includes digital games sales, subscription services and associated virtual items.

The console category covers all revenues from playing games of any type on a games console (both in home and handheld). It includes game sales at retail, digital game sales, additional downloadable content (DLC) and subscription services.

Online gaming includes games played on a PC that require an internet connection. It covers subscription Massively Multiplayer Online (MMOs), free-to-play MMOs, casual games and social games.

For the first time we are including video games advertising revenues in the video games sector. Video games advertising comprises revenues from advertising built into games on any platform and access type including in-game advertising but excludes advertising delivered dynamically via the internet.

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Australian total market:

  • 5 year historical revenues
  • 5 year forecast revenues

for 11 E&M segments


Special feature:

  • From right to left brain: The changing nature of marketing CMO roundtable
  • CMO point of view: David Morgan

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The content of free access plus:

Australia at a glance:

  • 5 year historical advertising revenues
  • 5 year forecast advertising revenues
  • 5 year historical consumer revenues
  • 5 year forecast consumer revenues

Our global perspective on trends shaping the industry

  • 5 year historical and 5 year forecast revenues for global E&M market, advertising revenues and consumer revenues

Special feature:

  • The changing nature of marketing: Marketers’ survey results

Cross media ownership matrix


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  • Consumer and educational books
  • Consumer magazines
  • Filmed entertainment
  • Free-to-air TV
  • Interactive games
  • Internet
  • Music
  • Newspapers
  • Out-of-home
  • Radio
  • Subscription television