Video Games in Mexico

VIDEO GAMES IN MEXICO
Euromonitor International
November 2015
LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 2
Prospects ..................................................................................................................................... 3
Category Data .............................................................................................................................. 4
Table 1
Table 2
Table 3
Table 4
Table 5
Table 6
Table 7
Table 8
Table 9
Table 10
Table 11
Table 12
Table 13
Table 14
Table 15
Table 16
Sales of Video Games by Category: Value 2009-2014 ................................ 4

Sales of Video Games by Category: % Value Growth 2009-2014 ............... 5
Sales of Video Games Software by Type: % Value Breakdown 20092014 ............................................................................................................. 5
NBO Company Shares of Video Games: % Value 2010-2014 ..................... 6
LBN Brand Shares of Video Games: % Value 2011-2014 ........................... 6
NBO Company Shares of Video Games Hardware: % Value 20102014 ............................................................................................................. 7
LBN Brand Shares of Video Games Hardware: % Value 2011-2014 ........... 7
NBO Company Shares of Video Games Software: % Value 20102014 ............................................................................................................. 8
LBN Brand Shares of Video Games Software: % Value 2011-2014 ............ 8
NBO Company Shares of Digital Gaming: % Value 2010-2014 ................... 9
LBN Brand Shares of Digital Gaming: % Value 2011-2014.......................... 9
Distribution of Video Games by Format: % Value 2009-2014 ...................... 9
Distribution of Video Games Hardware by Format: % Value 20092014 ........................................................................................................... 10
Distribution of Video Games Software by Format: % Value 2009-2014 ..... 11
Forecast Sales of Video Games by Category: Value 2014-2019 ............... 12
Forecast Sales of Video Games by Category: % Value Growth 20142019 ........................................................................................................... 13
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HEADLINES
In 2014 video games posts current value growth of 19% to reach sales of Mx$35.2 billion
Growth driven by the launch of the latest generation static video game consoles at the end of
2013
Microsoft Mxico SA de CV continues to lead the category with a value share of 35%
Widespread availability of pre-paid game cards supports the growth of digital gaming
Video games expected to record a value CAGR of 4% at constant 2014 prices over the
forecast period to reach sales of Mx$42.7 billion in 2019
TRENDS
Video games continued to perform well in 2014, registering double-digit current value growth
of 19% to reach sales of Mx$35.2 billion. Unlike traditional toys and games, whose
performance correlates strongly with changes in economic indicators, video game sales in
Mexico tend to be fuelled by the launch of new consoles, new games and the expanding
penetration of internet access and portable media devices such as smartphones and tablets.
Current value growth in 2014 was stronger than the review period CAGR of 13%, due
primarily to the launch of the next generation consoles and the continued strong performance
of digital gaming.
The launch of the latest generation static video game consoles at the end of 2013 had a
tremendous impact on the video games category in 2014. Sales of video games hardware
reached Mx$23.3 billion, up 22% in current terms on 2013. Within video games hardware,
sales of static video game consoles reached Mx$18 billion, driven by the Xbox One and
PlayStation 4.
While video games hardware as a whole performed very well in 2014, hand-held video game
consoles did not, posting a current value decline of 13. These products are rapidly losing their
appeal, with gamers instead turning to smartphones and tablets which effectively operate as
hand-held video consoles.
Digital gaming grew by 30% in current value terms in 2014 to reach sales of Mx$3.5 billion,
with mobile games, online games and PC and console game downloads all continuing to
perform very well. Mobile games recorded current value growth of 53% to reach sales of
Mx$634 million. Online games and mobile games are still developing categories, with many
being offered for free with the aim of building gaming volumes. Popular online games include
Fifa 2015 (Electronic Arts Inc), Call of Duty Advanced Warfare (Sledgehammer Games),
Pokemon Omega Ruby & Alpha Sapphire (Game Freak), Destiny (Bungie/Activision), Grand
Theft Auto V (Rockstar North), Watch Dogs (Ubisoft) and Minecraft (Mojang AB). Popular
platforms for video games, in addition to the Wii (Nintendo), Xbox and PlayStation, include
iOS, Android and Windows. Social media networks such as Facebook are also very popular,
with Farm Heroes, Pet Rescue, FarmVille 2, School of Dragons and Throne Rush being some
of the most popular games in 2014.
Free-to-play games have become increasingly popular across platforms as the number of
developers increases and they endeavour to attract users to try their games for the first time.
This has become a good strategy as users want to try games before they spend money on
them. In addition to attracting users, free-to-play games allow developers to create consumer
groups with specific profiles, which can be very attractive for companies which want to reach
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those specific groups with their advertising. Games such as League of Legends, Heroes of
Warcraft, Warframe, Team Fortress, PlanetSide 2 and World of Tanks gave users the option
to play for free with advertising pop-ups or to purchase the game and avoid the pop-ups.
Mobile games was the fastest growing video games category in 2014, posting current value
growth of 53%. This strong performance can be explained by the number of users who have
shifted from feature phones to smartphones and by the diminishing rates for mobile internet
services. Mobile games have become part of the daily activities of many users, who spend
their spare minutes playing on their phones. In addition, the possibility to play mobile games
online with friends has added to the excitement. Although this category is still in a
developmental phase and many of the games are offered free of charge, sales of mobile
games amounted to Mx$634 million in 2014.
In 2014, the proportion of children aged 7-12 who played video games during the year stood
at 61%, while the proportion of those aged 13-19 was 66%. The proportion of adults (above
20-years-old) who played video games in 2014 was 46%. These high percentages can be
explained by the diversification of themes within the video games category, the popularity of
motion sensors and the increasing penetration of internet services. It is notable that while
traditional toys and games faces the challenge of age compression, video games is seeing
the opposite as more people of different ages increase or maintain their interest in video
games.
Within video games software, in 2014 sports games held the highest value share of sales, at
26%. This genre was followed by music/dance and role playing games, with shares of 11%
and 9%, respectively. The most popular sports game in 2014 continued to be Electronic Arts
Fifa (NBO Activision Blizzard), which held a 13% value share, with sales largely driven by the
2014 World Cup.
The distribution of video games varies greatly by category. Hardware is still primarily
purchased through physical retail channels, with department stores, variety stores and
hypermarkets accounting for a 48% share of sales. Although internet retailing remained a
small channel for hardware, its share is increasing. Internet retailing, however, accounted for
a larger portion of software sales, although distribution continued to be primarily led by media
product stores, which accounted for 29% of sales. In digital gaming, internet retailing
accounted for a majority 69% share, while the 32% share held by store-based retailers can be
largely attributed to the purchase of pre-paid cards which allow gamers to purchase games for
download and mobile games. Pre-paid cards are popular because a large portion of the
gaming population is underage with no access to credit cards, while many adults remain
concerned about the safety of using credit cards for online purchases.
COMPETITIVE LANDSCAPE
The static video game console category in Mexico continued to be dominated by Microsofts
Xbox, followed by Sonys PlayStation and Nintendos Wii. Both Microsoft and Sony launched
their Xbox One and PlayStation 4 consoles, respectively, at the end of 2013. The sales of
these two rival consoles strengthened in 2014, with them effectively displacing their previous
versions. The static video game consoles category grew by 32% in current terms in 2014.
Both consoles were well received although industry experts seem to agree that the
PlayStation 4 received better reviews due to superior graphics, a more user-friendly remote
control and being originally less expensive than the Xbox. Mexico is known for its loyal Xbox
customers. However, some gamers were willing to migrate to PlayStation 4 given its attributes
and its online gaming connectivity, which used to be exclusive to Xbox. This does not mean
that the Xbox One was not well accepted. In fact, Xbox Ones exclusive games Ryse and
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Dead Rising were better perceived than those for the PlayStation 4, including Kill Zone.
Furthermore, in mid-2014, Microsoft launched its Xbox One without Kinect, but with the
possibility to ramp up to Kinect, offering it at a lower price and allowing games to use
processing power that was previously reserved for Kinect. As of the end of 2014, there was
no significant price difference between the two consoles.
In 2014, publishing companies were very active in terms of introducing new products. Among
the most dynamic companies were Electronic Arts Inc, Activision Blizzard Inc and Ubisoft
Entertainment SA. Some of the new games released in 2014 were sequels. Making sequels
has become a common practice as developing entirely new video games for consoles can be
very expensive. As a result, companies are using their successful franchises to produce
sequels with better graphics, more sophisticated plots and new features that match the new
technologies offered by the next generation of static video game consoles. The most
significant game launches in 2014 were Destiny, Watch Dogs and Titanfall. New instalments
of well-received franchises in 2014 included Call of Duty, Assassin's Creed, Bayonetta, Forza,
Final Fantasy, Grand Theft Auto V and Super Smash Bros.
In digital gaming the leader in 2014 was Electronic Arts Inc, which accounted for a 17% share
of category value sales. The companys leadership was supported by its Fifa game, which
was very popular following the World Cup in Brazil. Electronic Arts was followed by Activision
Blizzard Inc, which held an 11% share of value sales. Both Electronic Arts and Activision
Blizzard recorded strong retail value sales increases in 2014. Activision Blizzard benefited
from the new video game Destiny, among other things.
The video games category is very dynamic. New product developments are frequent and both
software and hardware are constantly being improved in order to offer users a better gaming
experience. 2014 felt the effects of the two biggest launches in video games hardware, which
occurred at the end of the previous year, namely the PlayStation 4 and Xbox One consoles.
No other significant consoles were launched during 2014, although Microsoft made major
adjustments to its Xbox One, re-releasing the console in the summer of 2014 with these
changes. These consisted of excluding the Kinect sensor from the console and selling it as a
separate device. The result was that Microsoft could provide a less expensive Xbox One,
offering consumers the option to ramp it up with the Kinect sensor. In addition, it enabled
games to run better as the processing power that was previously reserved for Kinect was
liberated for game use.
Video games used to target mid- and high-income consumers who were able to afford static
or hand-held video game consoles. However, over the review period two changes expanded
the video games consumer base. The first was the dramatic increase in use of smartphones,
which began to offer an excellent platform for video games. In addition to increasing the base
of consumers, smartphones have increased the amount of time that people spend playing
video games as this is a popular activity for those free minutes in-between tasks. Secondly,
the growth and wide use of pre-paid cards has effectively bypassed the need for credit or
debit cards. Consumers can use these cards to purchase video games for their consoles,
their PC/Mac or their smartphones. They can also use them to play online.
PROSPECTS
Over the forecast period video games is expected to post a value CAGR of 4% at constant
2014 prices to reach sales of Mx$42.7 billion. While the growth of video games hardware is
expected to slow over the forecast period due to the already high penetration of the Xbox One
and PlayStation 4 consoles, sales of video games for these consoles, along with the
continued growth of digital gaming, will continue to drive the wider video games category.
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Passport
Value growth over the forecast period will be markedly slower than the 9% CAGR of the
review period. This will be due primarily to the cyclical sales nature of new static video game
consoles and the unsustainable explosive growth of digital gaming over the review period.
When first released, the next generation video game consoles experienced tremendous
growth in sales. Video game enthusiasts will purchase new consoles as soon as they become
available, driving up sales in the first year after a new launch. However, sales of these
consoles can then be expected to slow in subsequent years as the market becomes
saturated. Sales of static video game consoles are expected to start to decline in 2017
through the remainder of the forecast period, or until the release of the next generation
consoles.
Over the forecast period digital gaming will be the most dynamic category with a projected
value CAGR of 17% at constant 2014 prices. Within digital gaming, mobile games will be the
best performer with a predicted value CAGR of 20% at constant 2014 prices. This robust
performance will likely be driven by the increasing number of portable computers and
smartphones and the increasing amount of time that people spend on their mobile devices. As
a result, smartphones, tablets and personal computers are likely to become the largest and
most popular platforms for video games in the near future. By 2019, the mobile games
category is expected to reach sales of Mx$1.6 billion. PC and console game downloads is
also expected to see dynamic growth as the penetration of internet services increases and
quality improves.
Age compression will continue to boost demand for video games as children of a younger age
become a more important consumer group. Video game developers can exploit this group via
games targeting their aspirations and educational needs. Licensing can also play a significant
role here as licensed cartoon characters and popular film characters and toy brands make
their way into video games.
Prices should go down as we move further away from the launch date of the latest generation
consoles and as the industry keeps moving from DVD/Blu Ray media to online/download
media. Through mobile gaming, the industry is significantly reducing its distribution costs as it
does not have to rely on distributors having physical inventory of video games. On the other
hand, the change in exchange rate with the US dollar may drive up prices over the short term.
Mexico has a very dynamic gaming population. Mexican gamers are prone to joining the
international clubs of the most popular games and competing to win prices. Clubs and prizes
are powerful tools to keep games alive for long periods of time and promote them to other
consumers by word of mouth.
CATEGORY DATA
Table 1
Sales of Video Games by Category: Value 2009-2014
MXN million
Video Games Hardware

- Hand-Held Video Game
Consoles
- Static Video Game
Consoles
- Video Games Hardware
Accessories
Video Games Software
2009
2010
2011
2012
2013
2014
12,242.4
2,329.1
13,686.4
2,593.6
14,942.8
2,933.4
17,090.0
3,542.9
19,067.2
3,598.6
23,258.7
3,125.1
8,748.7
9,784.3
10,586.6
11,956.5
13,630.4
17,987.7
1,164.6
1,308.4
1,422.8
1,590.5
1,838.2
2,145.9
5,710.2
6,109.6
6,572.8
7,450.2
7,821.7
8,425.1
- Games for Hand-Held

Video Game Consoles
- Games for PCs/MACs
- Games for Static
Video Game Consoles
Digital Gaming
- Mobile Games
- Online Games
- PC and Console Game
Downloads
Video Games
Passport
319.6
374.5
443.5
547.7
464.9
420.8
992.9
4,397.7
1,095.2
4,639.9
1,152.1
4,977.2
1,256.4
5,646.1
1,313.3
6,043.6
1,337.3
6,667.0
1,262.8
80.4
538.8
643.5
1,513.1
142.7
630.4
740.0
1,777.6
186.8
725.0
865.8
2,154.1
261.9
855.4
1,036.8
2,708.0
416.0
1,047.8
1,244.2
3,517.3
634.3
1,295.2
1,587.8
19,215.3
21,309.1
23,293.1
26,694.3
29,596.9
35,201.1
Source:
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 2
Sales of Video Games by Category: % Value Growth 2009-2014
% current value growth

- Hand-Held Video Game Consoles
- Static Video Game Consoles
- Video Games Hardware Accessories
- Games for Hand-Held Video Game
Consoles
- Games for Static Video Game Consoles
Digital Gaming
- Mobile Games
- Online Games
- PC and Console Game Downloads
Video Games
Source:
2013/14
2009-14 CAGR
2009/14 Total
22.0
-13.2
32.0
16.7
7.7
-9.5
13.7
6.1
15.5
13.0
8.1
5.7
90.0
34.2
105.6
84.3
47.5
31.7
1.8
10.3
29.9
52.5
23.6
27.6
18.9
6.1
8.7
22.7
51.1
19.2
19.8
12.9
34.7
51.6
178.5
688.5
140.4
146.7
83.2
Table 3
Sales of Video Games Software by Type: % Value Breakdown 2009-2014
% retail value rsp
Board Games
Fighting
Music/Dance
Platform
Puzzle
Racing
Role Playing
Shooter
Simulation
Sports
Strategy
Survival Horror
Others
Total
Source:
2009
2010
2011
2012
2013
2014
4.0
8.1
9.8
6.2
4.0
7.8
10.7
8.0
8.0
19.4
5.1
5.0
3.9
100.0
4.0
7.8
10.0
5.8
4.0
7.2
10.0
7.5
8.0
23.1
5.0
4.5
3.1
100.0
4.0
7.3
11.0
5.8
3.8
7.1
9.5
7.0
8.2
24.1
5.0
4.0
3.2
100.0
4.0
7.0
11.4
5.8
3.7
7.0
9.0
6.8
8.5
24.3
5.0
4.0
3.5
100.0
3.6
6.7
10.5
5.7
3.6
7.2
9.3
7.0
7.7
23.1
5.0
3.7
7.0
100.0
3.8
6.8
11.3
5.4
3.6
7.1
8.6
6.5
7.4
26.1
5.0
3.6
4.9
100.0
Table 4
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NBO Company Shares of Video Games: % Value 2010-2014
% retail value rsp

Company
Microsoft Mxico SA de CV
Sony Electrnicos de
Mxico SA de CV
Motta International SA
Activision Blizzard Inc
Electronic Arts Inc
Ubisoft Entertainment SA
Konami Corp
Take-Two Interactive
Software Inc
THQ Inc
Walt Disney Co, The
MindArk PE AB
Sega Corp
Rovio Entertainment Ltd
Square Enix Co Ltd
Others
Total
Source:
2010
2011
2012
2013
2014
26.7
19.9
25.8
19.5
25.9
20.6
27.8
21.5
34.8
18.7
24.8
8.1
3.6
2.2
1.8
0.6
25.4
9.0
3.7
2.4
1.8
0.5
24.6
9.2
3.9
2.5
1.9
0.6
21.9
9.1
3.7
2.4
1.7
0.7
18.6
8.5
3.6
2.7
1.5
0.7
0.6
0.1
0.3
0.2
0.2
0.1
10.9
100.0
0.6
0.2
0.3
0.2
0.1
0.1
10.4
100.0
0.5
0.2
0.3
0.2
0.2
0.1
9.3
100.0
0.5
0.2
0.2
0.2
0.2
0.1
9.7
100.0
0.5
0.2
0.2
0.2
0.1
0.1
9.6
100.0
Table 5
LBN Brand Shares of Video Games: % Value 2011-2014
% retail value rsp

Brand
Xbox One
Xbox 360
Wii
PlayStation 3
PlayStation 4
Sony PlayStation Vita
Fifa
Nintendo 3DS
Sony
Wii U
Call of Duty
Fifa
Wii Sports
Nintendo
Sony PlayStation
Portable
Nintendo 2DS
Assassin's Creed
Skylanders
Super Mario Bros
Minecraft
Company
2011
2012
2013
2014
Sony Electrnicos de
Mxico SA de CV
Sony Electrnicos de
Mxico SA de CV
Sony Electrnicos de
Mxico SA de CV
Sony Electrnicos de
Mxico SA de CV
Electronic Arts Inc
Sony Electrnicos de
Mxico SA de CV
21.6
12.4
11.5
21.4
8.1
11.4
4.0
19.2
8.3
9.8
16.4
13.9
7.1
5.9
2.7
5.8
2.0
3.2
3.5
3.1
4.7
2.5
3.1
4.9
2.4
2.9
4.3
2.5
3.1
2.9
2.3
1.8
1.5
2.0
1.5
5.6
4.0
1.9
1.6
2.0
1.5
4.8
2.0
1.8
1.5
1.9
1.5
3.3
2.0
1.9
1.7
1.7
1.5
1.2
0.8
0.2
0.8
-
0.9
0.4
0.8
0.2
0.8
0.7
0.7
0.5
0.9
0.8
0.7
0.6
0.6
Watch Dogs
Pro Evolution Soccer
Grand Theft Auto
Halo
World of Warcraft
Just Dance
Destiny
Borderlands
Entropia Universe
Far Cry
Others
Total
Source:
Passport
Konami Corp
Software Inc
Software Inc
MindArk PE AB
0.6
0.3
0.6
0.4
0.6
0.5
0.5
0.4
0.6
0.4
0.2
0.5
0.6
0.4
0.3
0.5
0.4
0.4
0.2
0.5
0.4
0.3
0.3
0.2
0.3
0.2
27.0
100.0
0.3
0.2
25.6
100.0
0.2
0.2
25.2
100.0
0.2
0.2
21.9
100.0
Table 6
NBO Company Shares of Video Games Hardware: % Value 2010-2014
% retail value rsp

Company
Sony Electrnicos de
Mxico SA de CV
Konami Corp
Others
Total
Source:
0.6
0.3
2010
2011
2012
2013
2014
36.9
31.0
36.0
30.4
35.6
32.2
38.3
33.4
48.3
28.3
30.2
0.2
1.8
100.0
31.7
0.2
1.8
100.0
30.7
0.1
0.2
1.2
100.0
26.8
0.3
0.2
1.1
100.0
22.1
0.3
0.2
0.9
100.0
Table 7
LBN Brand Shares of Video Games Hardware: % Value 2011-2014
% retail value rsp

Brand
Xbox One
Xbox 360
Wii
PlayStation 3
PlayStation 4
Sony PlayStation Vita
Nintendo 3DS
Sony
Wii U
Nintendo
Sony PlayStation
Portable
Nintendo 2DS
Nintendo DS
Skylanders
Company
2011
2012
2013
2014
Sony Electrnicos de
Mxico SA de CV
Sony Electrnicos de
Mxico SA de CV
Sony Electrnicos de
Mxico SA de CV
Sony Electrnicos de
Mxico SA de CV
Sony Electrnicos de
Mxico SA de CV
33.7
19.3
17.9
33.4
12.6
17.8
6.3
29.7
12.9
15.2
24.9
21.0
10.8
8.9
4.2
8.8
3.1
5.0
5.3
7.4
3.8
7.7
3.8
6.6
3.9
4.4
3.5
2.4
8.7
6.2
2.3
7.6
3.1
2.4
5.2
3.0
2.3
1.8
2.6
-
1.9
0.1
1.7
0.3
1.4
0.3
0.3
Konami
Others
Total
Source:
Passport
Konami Corp
0.2
3.4
100.0
0.2
3.4
100.0
0.2
3.3
100.0
Table 8
NBO Company Shares of Video Games Software: % Value 2010-2014
% retail value rsp

Company
Electronic Arts Inc
Konami Corp
Software Inc
THQ Inc
Others
Total
Source:
0.2
4.1
100.0
2010
2011
2012
2013
2014
24.7
18.9
10.5
7.8
8.8
6.0
1.9
28.1
17.9
9.7
8.4
8.9
6.1
1.8
28.9
17.8
11.1
9.0
8.9
6.3
2.0
29.8
17.7
12.1
8.9
8.4
6.1
2.2
30.3
16.8
12.3
10.7
8.0
5.7
2.3
2.2
19.2
100.0
2.0
17.2
100.0
1.7
14.5
100.0
2.0
12.8
100.0
2.0
12.0
100.0
Table 9
LBN Brand Shares of Video Games Software: % Value 2011-2014
% retail value rsp

Brand
Fifa
Wii Sports
Call of Duty
Assassin's Creed
Fifa
Super Mario Bros
Minecraft
Skylanders
Pro Evolution Soccer
Watch Dogs
Halo
Just Dance
Grand Theft Auto
Destiny
Borderlands
Far Cry
Flight Simulator
World of Warcraft
Mass Effect
Starcraft
Diablo
Pokmon
Halo Reach
Super Smash Bros
Others
Company
2011
2012
2013
2014

Electronic Arts Inc
Konami Corp
Software Inc
Software Inc
10.8
7.2
4.0
2.8
2.8
2.9
0.7
2.1
1.5
1.3
0.9
11.0
7.2
4.1
3.1
2.8
2.8
0.8
0.9
2.1
1.9
1.4
1.0
11.0
7.2
4.0
3.1
2.6
2.8
1.8
2.1
2.1
1.9
1.5
1.2
13.0
6.9
4.3
3.3
2.9
2.5
2.5
2.4
2.0
2.0
1.9
1.4
1.3
0.7
0.9
0.9
1.0
0.9
0.8
0.8
0.6
0.5
0.6
0.4
0.4
0.3
58.0
0.8
0.7
0.7
0.6
0.5
0.4
0.4
0.3
55.4
0.8
0.7
0.7
0.6
0.6
0.4
0.3
0.3
53.4
0.8
0.7
0.7
0.6
0.4
0.3
0.3
0.2
0.1
47.6
Passport
Total
Source:
100.0
Electronic Arts Inc

Walt Disney Co, The
MindArk PE AB
Sega Corp
Software Inc
Square Enix Co Ltd
Freeverse Inc
Others
Total
2010
2011
2012
2013
2014
14.6
14.1
1.9
3.7
2.2
-
15.0
14.1
2.3
3.8
2.2
0.6
17.3
13.4
2.7
3.8
2.0
0.7
16.5
11.1
2.1
2.2
1.9
1.0
17.2
11.1
2.3
2.0
1.8
1.3
2.3
1.2
0.7
59.3
100.0
1.9
1.7
0.5
58.0
100.0
1.9
1.7
0.4
56.1
100.0
2.4
1.0
0.5
61.1
100.0
1.3
1.0
0.9
0.5
60.4
100.0
Table 11
LBN Brand Shares of Digital Gaming: % Value 2011-2014
% retail value rsp

Brand
Company
Fifa
Call of Duty
Entropia Universe
Total War
World of Warcraft
Grand Theft Auto
Angry Birds
Club Penguin
Need for Speed
Watch Dogs
Final Fantasy
Star Wars: The Old
Republic
Destiny
Where's my water?
Flick Fishing
Simpsons Tapped Out
Taco Master
Others
Total
Table 12
100.0
NBO Company Shares of Digital Gaming: % Value 2010-2014
% retail value rsp

Company
Source:
100.0
Table 10
Source:
100.0
Electronic Arts Inc

MindArk PE AB
Sega Corp
Software Inc
Walt Disney Co, The
Electronic Arts Inc
Square Enix Co Ltd
Electronic Arts Inc
Walt Disney Co, The
Freeverse Inc
Electronic Arts Inc
Electronic Arts Inc
2011
2012
2013
2014
9.8
8.9
3.8
2.2
5.2
0.6
9.7
8.8
3.8
2.0
4.6
0.7
9.3
8.4
2.2
1.9
2.7
1.0
10.2
8.5
2.0
1.8
1.8
1.3
1.9
1.7
0.6
1.7
-
1.9
1.8
0.8
1.7
1.6
2.4
1.1
1.0
1.0
1.0
1.3
1.2
1.1
1.0
0.9
0.8
0.3
0.5
62.9
100.0
0.4
0.4
0.3
61.4
100.0
0.6
0.5
0.2
0.4
66.3
100.0
0.8
0.6
0.5
0.3
0.2
65.5
100.0
Distribution of Video Games by Format: % Value 2009-2014
Passport
% retail value rsp
- Store-Based Retailing
-- Grocery Retailers
--- Modern Grocery
Retailers
---- Convenience Stores
---- Discounters
---- Forecourt Retailers
---- Hypermarkets
---- Supermarkets
--- Traditional Grocery
Retailers
-- Mixed Retailers
--- Department Stores
--- Mass Merchandisers
--- Variety Stores
--- Warehouse Clubs
-- Non-Grocery
Specialists
--- Electronics and
Appliance Specialist
Retailers
--- Health and Beauty
Specialist Retailers
--- Home and Garden
--- Leisure and
Personal Goods
---- Sports goods stores
---- Traditional Toys
and Games Stores
---- Media Products
Stores
---- Other Leisure and
Personal Goods
--- Other Non-Grocery
Specialists
- Non-Store Retailing
-- Vending
-- Homeshopping
-- Internet Retailing
-- Direct Selling
Total
Source:
2009
2010
2011
2012
2013
2014
89.9
20.8
20.8
89.8
20.8
20.8
89.6
20.8
20.8
89.0
21.0
21.0
88.5
20.9
20.9
88.2
20.9
20.9
0.0
3.4
13.0
4.3
-
0.0
3.4
13.0
4.4
-
0.0
3.4
13.0
4.4
-
0.1
3.4
13.1
4.4
-
0.1
3.2
13.1
4.4
-
0.2
3.1
13.2
4.4
-
29.8
15.2
11.9
2.7
39.4
29.8
15.2
12.0
2.6
39.2
29.9
15.3
12.1
2.5
38.9
30.1
15.4
12.1
2.5
38.0
30.3
15.5
12.3
2.5
37.3
30.5
15.6
12.5
2.5
36.7
15.7
15.9
15.9
15.7
15.6
15.5
21.6
21.3
20.9
20.7
20.3
19.7
3.9
3.8
3.7
3.7
3.5
3.4
17.8
17.5
17.2
17.1
16.7
16.3
2.0
2.1
2.0
1.5
1.5
1.6
10.1
10.1
100.0
10.2
10.2
100.0
10.4
10.4
100.0
11.0
11.0
100.0
11.5
11.5
100.0
11.8
11.8
100.0
Table 13
Distribution of Video Games Hardware by Format: % Value 2009-2014
% retail value rsp
--- Modern Grocery
2009
2010
2011
2012
2013
2014
96.7
21.1
21.1
96.4
21.1
21.1
96.2
21.1
21.1
95.4
21.2
21.2
95.3
21.2
21.2
95.0
21.0
21.0
10
Retailers
---- Discounters
---- Hypermarkets
---- Supermarkets
Retailers
-- Mixed Retailers
--- Variety Stores
--- Warehouse Clubs
-- Non-Grocery
Specialists
--- Electronics and
Retailers
--- Home and Garden
--- Leisure and
Personal Goods
and Games Stores
---- Media Products
Stores
Personal Goods
Specialists
-- Vending
-- Homeshopping
-- Direct Selling
Total
Source:
Passport
3.2
13.7
4.2
-
3.2
13.7
4.2
-
3.2
13.7
4.2
-
3.2
13.8
4.2
-
3.1
13.9
4.2
-
3.0
13.9
4.1
-
36.4
17.0
16.7
2.7
39.2
36.2
16.8
16.8
2.6
39.1
36.3
16.9
16.9
2.5
38.8
36.4
17.0
16.9
2.5
37.8
36.6
17.1
17.0
2.5
37.5
36.6
17.2
16.9
2.5
37.3
18.8
18.8
18.7
18.6
18.6
18.5
17.2
17.2
17.0
17.0
16.8
16.6
3.9
3.8
3.7
3.7
3.5
3.5
13.3
13.4
13.3
13.3
13.3
13.2
3.2
3.2
3.1
2.2
2.1
2.2
3.3
3.3
100.0
3.5
3.5
100.0
3.8
3.8
100.0
4.6
4.6
100.0
4.7
4.7
100.0
5.0
5.0
100.0
Table 14
Distribution of Video Games Software by Format: % Value 2009-2014
% retail value rsp
--- Modern Grocery
Retailers
---- Discounters
---- Hypermarkets
---- Supermarkets
2009
2010
2011
2012
2013
2014
93.7
24.6
24.6
93.4
25.0
25.0
93.3
25.3
25.3
93.2
25.7
25.7
93.1
25.9
25.9
92.9
26.2
26.2
4.6
14.4
5.6
-
4.7
14.6
5.7
-
4.7
14.9
5.7
-
4.7
15.2
5.8
-
4.7
15.4
5.8
-
4.7
15.7
5.8
-
11
Retailers
-- Mixed Retailers
--- Variety Stores
--- Warehouse Clubs
-- Non-Grocery
Specialists
--- Electronics and
Retailers
--- Home and Garden
--- Leisure and
Personal Goods
and Games Stores
---- Media Products
Stores
Personal Goods
Specialists
-- Vending
-- Homeshopping
-- Direct Selling
Total
Source:
Passport
20.9
13.8
3.7
3.4
48.2
20.7
13.7
3.7
3.3
47.7
20.8
13.8
3.8
3.2
47.2
20.9
13.9
3.9
3.1
46.6
21.1
14.0
4.1
3.0
46.1
21.1
14.1
4.2
2.8
45.6
12.6
12.6
12.5
12.5
12.4
12.3
35.6
35.1
34.7
34.1
33.7
33.3
4.6
4.7
4.7
4.6
4.6
4.5
31.0
30.4
30.0
29.5
29.1
28.8
6.3
6.3
100.0
6.6
6.6
100.0
6.7
6.7
100.0
6.8
6.8
100.0
6.9
6.9
100.0
7.1
7.1
100.0
Table 15
Forecast Sales of Video Games by Category: Value 2014-2019
MXN million

- Hand-Held Video Game
Consoles
- Static Video Game
Consoles
- Video Games Hardware
Accessories
- Games for Hand-Held
Video Game Consoles
- Games for Static
Video Game Consoles
Digital Gaming
- Mobile Games
- Online Games
- PC and Console Game
2014
2015
2016
2017
2018
2019
23,258.7
3,125.1
24,922.2
2,696.4
25,814.9
2,475.6
25,418.0
2,298.5
25,063.8
2,165.5
24,743.9
2,064.1
17,987.7
19,784.6
20,575.2
19,999.7
19,384.3
18,728.2
2,145.9
2,441.3
2,764.1
3,119.8
3,514.0
3,951.5
8,425.1
420.8
8,833.7
375.8
9,206.3
349.5
9,526.7
326.8
9,888.7
307.9
10,244.4
292.9
1,337.3
6,667.0
1,346.9
7,111.0
1,352.7
7,504.2
1,355.6
7,844.2
1,351.8
8,229.0
1,345.0
8,606.5
3,517.3
634.3
1,295.2
1,587.8
4,288.1
850.7
1,509.3
1,928.1
5,109.1
1,053.8
1,733.8
2,321.5
5,999.3
1,242.5
1,978.8
2,777.9
6,847.4
1,409.4
2,244.5
3,193.5
7,706.1
1,560.9
2,530.8
3,614.5
12
Downloads
Video Games
Source:
Table 16
Passport
35,201.1
38,044.0
40,130.3
40,944.0
41,799.9
42,694.3
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Forecast Sales of Video Games by Category: % Value Growth 2014-2019
% constant value growth

- Hand-Held Video Game Consoles
- Static Video Game Consoles
- Video Games Hardware Accessories
- Games for Hand-Held Video Game
Consoles
- Games for Static Video Game Consoles
Digital Gaming
- Mobile Games
- Online Games
- PC and Console Game Downloads
Video Games
Source:
2014/2015
2014-19 CAGR
2014/19 TOTAL
-1.3
-4.7
-3.4
12.4
3.6
-4.9
1.2
-8.0
0.8
13.0
4.0
-7.0
6.4
-34.0
4.1
84.1
21.6
-30.4
-0.5
4.6
12.5
10.7
12.8
13.2
2.1
0.1
5.2
17.0
19.7
14.3
17.9
3.9
0.6
29.1
119.1
146.1
95.4
127.6
21.3
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
13

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VIDEO GAMES IN MEXICO