THE GENERATION GAME: 8 MILLION UK FAMILIES ENJOY GAMING TOGETHER

  • Playing video games now sits alongside days out and cinema trips, as a favourite family activity
  • 44% of parents swot up on the latest video games in a bid to impress their kids
  • Not just for kids – the average UK gamer is 43 years old
  • Father and #LetsPlayMay ambassador, Joe Swash, is encouraging the nation to give gaming a go this month

 

[7th May 2018, London] - Playing video games now joins days out (61%) and cinema trips (46%) as a top way to spend time as a family, with almost eight million[1] households (41%) often gaming all together. Half (53%) of parents describe gaming a joint activity that brings them closer to their children.

A fifth (22%) of parents say video gaming reinforces friendly competition and helps their children to problem solve. Another quarter of adults surveyed (25%) identify gaming as a form of escapism and an effective way to relieve stress. The trend for household gaming sessions is mirrored in data that shows the video games industry has seen a fifth consecutive year of growth.

The study, commissioned as part of the #LetsPlayMay campaign - a UK-wide promotion to encourage the nation to give gaming a go this month - finds 61% of parents in the UK get involved in gaming to have fun, whilst 43% say its an activity which involves everyone. Adopting a ‘can’t beat them join them’ mentality, 44% of mums and dads also admit to swotting up on the latest game releases to appear cool (43%). Now armed with the right skills and knowledge, half of Dads (46%) quizzed secretly love topping the leaderboard ahead of their children.

"Nothing beats quality time with the family”, says father and #LetsPlayMay ambassador Joe Swash.  “It's all about taking a moment to connect with your family and friends, while doing something fun that everyone can get involved in. As a parent, you learn to find a common ground and take an active interest in something your kids enjoy as much as you. I’ve found video gaming was the perfect way to impress my son and complete challenges together, or against each other. What’s better than having a little friendly competition between generations!”

Gaming isn’t just an activity for the family, with 70% of adults surveyed claiming gaming is a way for people of all ages, abilities and interests to have fun. Recent research by innovation charity, Nesta[2], dispelled often-quoted stereotypes of gamers, finding that the average player is 43 and women are more likely to play games than men, although less frequently. The study also identified that someone who games is a greater consumer of culture - such as reading, painting and attending performing arts - than a non-gamer, highlighting that gaming as another form of creativity and escapism.

Swash continues, “For me, gaming is a more than just a family activity. When the kids have gone to bed, playing video games helps me relax and escape into another world. My mum recently shocked us all by unveiling she loves gaming, we had no idea, she then went and knocked me off our leader board.”

Joe Swash is fronting the UK-wide promotion to encourage the nation to give gaming a go this month. Passionate about playing, Swash will also join one winning household for a friendly gaming session. Head to Joe’s Instagram @RealJoeSwashy to see how you could win a one-off #LetsPlayMay gaming session with Joe… in your own living room!

 

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For further information or assets, please contact Alfred London

ERA@alfredlondon.com | (0)207 033 6566

 

Notes to Editors

 

About #LetsPlayMay

Joe Swash is fronting the #LetsPlayMay campaign, a UK-wide promotion encouraging the nation to give gaming a go this month. Head to Joe’s Instagram @RealJoeSwashy to see how you could win a one-off gaming session with Joe… in your own living room!

As part of the UK-wide promotion, 17 console games will be available at selected retailers across the country. The promotion includes the following 17 titles; Grand Theft Auto V, WWE 2K18, Ghost Recon Wildlands, Rainbow Six Siege, Assassins Creed Origins, Call of Duty WWII, Crash Bandicoot N. Sane Trilogy, Overwatch Game of the Year Edition, Horizon Zero Dawn Complete Edition, Shadow of the Colossus, LEGO Ninjago, LEGO Worlds, LEGO Marvel Super Heroes 2, Middle Earth Shadow of War, Injustice 2, Rocket League, Destiny 2.

 

About Joe Swash

Joe Swash is a household name and regular TV personality – best known as the lovable co-host on I’m a Celebrity Get Me Out of Here! and historically for his stunt on EastEnders. Follow @RealJoeSwashy for information on the #LetsPlayMay campaign.

 

About ERA

The Entertainment Retailers Association is the trade grouping representing UK digital services and digital and physical retailers in the music, video and games markets. Formed initially as group of record retailers over 25 years ago, ERA has since grown into a broad-based advocacy group embracing many of the most dynamic and fastest-growing companies in the entertainment industry. ERA members supply the sales data which powers the Official Charts Company (music and video charts) and GfK Chart-Track (videogames). ERA also provides the organisational force behind the UK’s Record Store Day, the annual celebration of independent record stores which has become the most successful new music industry promotion of the past two decades. ERA is a strong proponent of open markets, open standards and consumer choice.

 

Research - April 2018, Censuswide 1,200 UK parents

 

1- ONS https://www.ons.gov.uk/peoplepopulationandcommunity/birthsdeathsandmarriages/families/bulletins/familiesandhouseholds/2017

2 - Nesta research reveals the average person who plays games: female, 43 years old, highly educated and an active consumer of culture: https://ukie.org.uk/news/2017/07/nesta-research-reveals-average-person-who-plays-games-female-43-years-old-highly (July 2017)

[1]https://www.ons.gov.uk/peoplepopulationandcommunity/birthsdeathsandmarriages/families/bulletins/familiesandhouseholds/2017

[2] Nesta research reveals the average person who plays games: female, 43 years old, highly educated and an active consumer of culture: https://ukie.org.uk/news/2017/07/nesta-research-reveals-average-person-who-plays-games-female-43-years-old-highly (July 2017)

 

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