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E3 Demographics (Bird's Eye View Demographics (Averages) (Gender Ratio…
E3 Demographics
Bird's Eye View Demographics (Averages)
Age
http://essentialfacts.theesa.com/Essential-Facts-2016.pdf
The most frequent FEMALE GAME PLAYER is on average 44 years old and the average MALE GAME PLAYER is 35 years old
The age range of survey respondents was large with the ages ranging from 14 to 82. However, the majority of respondents were in the 30-35 year range making up 27% of the sample. The next largest age group was 25-29 which represented 25% of survey respondents. The third largest age group was made up of 35-39 year olds at 17%.
https://c.ymcdn.com/sites/www.igda.org/resource/collection/9215B88F-2AA3-4471-B44D-B5D58FF25DC7/IGDA_DSS_2014-Summary_Report.pdf
Gender Ratio
http://quanticfoundry.com/2017/01/19/female-gamers-by-genre/
Gender Pay Gap : Ave. salary for men : $85, 074, Ave. salary for women: $72,882
International Game Developers Association (IGDA), 2014: As the demographic section of the survey shows, 76% of respondents identified their gender as
male, with 22% identifying as female. Only 0.5% identified as male-to-female transgender, and
0.2% as female-to-male transgender. An additional 1.2% selected “other” as their response to
this question.
https://c.ymcdn.com/sites/www.igda.org/resource/collection/9215B88F-2AA3-4471-B44D-B5D58FF25DC7/IGDA_DSS_2014-Summary_Report.pdf
Race/Ethnicity
https://c.ymcdn.com/sites/www.igda.org/resource/collection/9215B88F-2AA3-4471-B44D-B5D58FF25DC7/IGDA_DSS_2014-Summary_Report.pdf
In terms of race or ethnicity, the overwhelming majority identified as Caucasian at 79%.The next
highest group identified as Hispanic/Latino (8.2%) followed by East/South-East Asian (7.5%);
Africans and African Americans constituted 2.5% of respondents.
A 2015 survey by Pew Research Center found that 53 percent of black adults play video games, 11 percent of whom are self-described “gamers.” For white adults, these figures were 48 percent and 7 percent, respectively.
http://www.newsweek.com/2016/10/21/video-games-race-black-protagonists-509328.html
Nationality
1/3 of exhibitors were international (2015):
http://www.theesa.com/wp-content/uploads/2016/04/ESA-Annual-Report-2015-1.pdf
SES
http://www.gamesetwatch.com/2014/09/05/GAMA14_ACG_SalarySurvey_F.pdf
programmers and engineers $93,251
artists and animators $74,349
{avg. salary}
game designers $73,864
{avg. salary}
producers $82,286
{avg. salary}
audio professionals $95,682
{avg. salary}
qa testers $54,833
{avg. salary}
business and management $101,572
{avg. salary}
California has highest average salaries for the industry
~30-50 are homeowners
Non-salaried solo independent game developers made an average of $11,812 (down 49 percent year-on-year) last year, while individual members of an indie team made an average of $50,833 (up 161 percent). (These averages do not take into account indies who made less than $10,000, or over $200,000.)
http://www.gamasutra.com/view/news/221533/Game_Developer_Salary_Survey_2014_The_results_are_in.php
Volume
Projected: Approx. 50,000:
http://www.ign.com/wikis/e3/Attendance_and_Stats
Education Level
nearly 40% of the sample hold a university degree, a surprising 20% hold
graduate degrees, and 15% hold college, CEGEP or trade diplomas.
https://c.ymcdn.com/sites/www.igda.org/resource/collection/9215B88F-2AA3-4471-B44D-B5D58FF25DC7/IGDA_DSS_2014-Summary_Report.pdf
Social Media Presence
Facebook
https://www.facebook.com/E3Expo/?fref=ts
Main features: spotlights/trailers, interviews, feel-good gamer photos, photos/videos of gameplay/events/products, crowd engagement questions,
Instagram
https://www.instagram.com/explore/tags/electronicentertainmentexpo/
Main features: photo ops at events, photos of gameplay, and game titles
2,092 posts = seems underutilized
https://www.instagram.com/e3expo/
86 posts, 23.2k followers, 35 following = need to post more and follow more to get more cross traffic
https://www.instagram.com/explore/tags/e3expo/
6,000+ posts, but not many impressions of E3 logo
Twitter
6.3 Million Tweets in 2015:
http://www.theesa.com/wp-content/uploads/2016/04/ESA-Annual-Report-2015-1.pdf
Snapchat
http://www.ign.com/articles/2016/06/15/e3-2016-how-will-vr-change-your-life-ign-snapchat-has-the-answers-today
Twitch
840,000 CONCURRENT VIEWERS WATCHED THE E3 PRESS CONFERENCES
ON TWITCH (
http://www.theesa.com/wp-content/uploads/2016/04/ESA-Annual-Report-2015-1.pdf
)
YouTube
MORE THAN TWO MILLION E3-RELATED VIDEOS POSTED TO YOUTUBE & TWITCH (
http://www.theesa.com/wp-content/uploads/2016/04/ESA-Annual-Report-2015-1.pdf
)
Attractants
Specific Games Offered
Ideas/Inspiration
Debuts
http://essentialfacts.theesa.com/Essential-Facts-2016.pdf
Gamer Culture
Celebrities
Merchandise
Sub-Communities
Specific Tech Demos
Ideas/Novelty
Scouting out business competition
http://essentialfacts.theesa.com/Essential-Facts-2016.pdf
55% of the most frequent gamers are familiar
with virtual reality; among those, 40%
say they will likely purchase VR within the next year
58% of the most frequent gamers who are familiar with VR intend to play video games on VR
Must be connected to video game industry
Original gamers: loyal from '70s and '80s
Creators
Indie
Employee of industry giants
Fans
Journalist
"Stowaways"
Millenials
Creators
Indie
Employees of industry giants
300 Exhibitors, 100 International:
http://www.theesa.com/wp-content/uploads/2016/04/ESA-Annual-Report-2015-1.pdf
Fans
Blogger/Vlogger
Jouranlist
Celebrities
5,000 "Prosumers":
http://www.theesa.com/wp-content/uploads/2016/04/ESA-Annual-Report-2015-1.pdf
Previous Marketing Approaches
Methods suggested by E3 website:
Signage: Banners, lightboxes, escalator and stair riser graphics - See more at:
https://www.e3expo.com/exhibitors/2938/event-marketing/#sthash.LaiAIluS.dpuf
Custom Activations and Event Marketing Programs: Custom floor space, Interactive Distributions, Parking Lot Activations
Out of Home and Off-Site Opportunities: E3 Hotels Programs, Online Marketing, Branding Across Los Angeles
contact: Shanna Cito at 203-259-3355 or
scito@irl-events.com
Marketing
Top devices most frequent gamers use:
PC (56%), dedicated game console (53%), smartphone (36%),
wireless device (31%), dedicated handheld system (17%)
http://essentialfacts.theesa.com/Essential-Facts-2016.pdf
Virtually everyone's going to have a mobile phone on them at E3, so any promo game should be suited to mobiles.
Gamify the event program! Points for attending demos/attractions; can have prizes like shirts that also advertise for E3/its industries.
