Deloitte & Touche Predicts Electronic Game Devices to Increase Five-Fold to 2.6 Billion by 2010

New Deloitte Report Examines Impact of Game Technology Advances on

Advertising, Wireless and Entertainment Industries

May 27, 2004, 01:00 ET from Deloitte & Touche

    NEW YORK, May 27 /PRNewswire/ -- Unrelenting progress in processing power,
 network bandwidth and storage capacity will enable the electronic game
 industry to become greater than five times more pervasive by 2010, with the
 installed base of electronic game devices (excluding PCs) growing from 415
 million to 2.6 billion. "Moore's Law and Electronic Games," a new global
 report by Deloitte & Touche's Technology, Media and Telecommunications (TMT)
 Group and Deloitte Research, focuses on the industries -- outside of the
 electronic game and related industries -- that will be impacted by
 technological advances based on Moore's Law, as well as the positive and
 negative disruptions that the advancements will create.  Moore's Law states
 that the transistor density of a silicon chip will double every two years.
     "As technology continues to improve, new opportunities will arise for
 industries outside of the traditional electronic game arena, such as movie
 studios, record companies, advertisers, mobile phone producers, communications
 operators, toy manufacturers and electronics manufacturers," said Scott
 Singer, Managing Director of Deloitte's Media and Entertainment Corporate
 Finance Group. "As a matter of fact, the number and range of platforms on
 which paid-for electronic games can exist will expand significantly and will
 include mobile phones, MP3 players, PDAs, set-top boxes, children's toys and
 even exercise machines. The installed base of devices will escalate from 415
 million in 2004 to 2.6 billion in 2010."
     Moore's Law implies that there will be an eight-fold increase in
 processing power and memory capacity between now and 2010, greatly impacting
 the disruptiveness of the electronic game industry.  It is expected that 450
 million homes worldwide will have broadband connections by 2010, with one
 billion individuals having access to multimedia mobile phones that could
 support game downloads and some form of mobile game playing. Storage capacity
 will likely increase to 1,000 gigabytes of disk storage in a typical home PC
 by 2010, enabling games to be longer and more complex with enhanced visual
 detail, sound effects and music.
     These technological advances will create new revenue opportunities for
 sectors related to electronic games and will expand audience reach beyond the
 traditional electronic game markets.
      * Advertising.  Game publishers looking to recoup their spiraling
        development costs are more and more receptive to product advertising
        in games.  In-game advertising is expected to become increasingly
        popular, particularly as technology improvements and shifting
        demographics make in-game product ads more appealing.
      * Wireless communications.  Mobile operators will be the predominant
        channel for selling and distributing phone-based games, with only a
        small number sold in retail stores.  More advanced networks prevalent
        by 2010 will provide higher transfer rates, enabling downloaded games
        to be more complex and sophisticated.
      * Entertainment.  Electronic games represent an important new
        merchandising category, with cross-licensing between movies and
        electronic games providing a major source of revenue for movie studios.
        Music companies will recognize revenue opportunities, as music in
        electronic games becomes a more essential part of the game experience.
        Video games have inspired entire lines of toys and action figures,
        allowing toy manufacturers to capitalize on cross-licensing
     "Electronic games has been the fastest growing sub-sector of the media
 industry over the past five years," said Singer. "In the U.S., sales of video
 games and related technology surpassed box office receipts in 2001. This
 growth means additional opportunities for industries typically not associated
 with electronic games, providing the opportunity to create a new revenue
     Additional key findings from Deloitte's "Moore's Law and Electronic Games"
 report include:
      * Game publishers - Game publishers will have more platforms to leverage,
        including on-line play and mobile phones, but will also face escalating
        production costs as demand for more sophisticated games increases.
        Steep entry costs may drive smaller publishers out of the market.
      * Advertisers - Embedded advertising in games provides advertisers a new
        opportunity to reach an expanding market with attractive demographics.
        Aggregating eyeball hours for a game that sells three to five million
        copies implies at least 50 million hours of viewing time. The Sims
        Online game already includes an interactive advertising element.
      * Fixed-line operators - Fixed-line telecommunications operators will
        benefit from the increasing popularity of multi-layer online games and
        downloadable add-ons, leading to increasing subscriber revenues.
      * Mobile operators - With an equal ratio of females to males owning
        mobile phones, the expansion of games to mobile phones will likely
        increase the participation level of women to electronic games. However,
        bandwidth may be insufficient to support the growth until 3G networks
        are more widely available around 2010.
      * Music industry - The music industry will continue to benefit from the
        growth of electronic games. Titles like Grand Theft Auto: Vice City use
        music to enhance the game's appeal, and seven audio CDs from the game
        are sold separately. Music and licensing revenues will become a factor
        in mobile and handheld games.
      * Toy manufacturers - Electronic games have historically competed with
        traditional toy manufacturers in the youth market. Technological
        advances will create new opportunities to improve existing toys with
        electronic feature add-ons as well as for cross-licensing
      * Home console - Home console manufacturers will have to make
        increasingly large investments to build the next-generation video game
        console that will occupy the dominant position in the digital living
        room of the future.
     The report was researched and written by Deloitte's Telecommunications,
 Media and Technology (TMT) Group and Deloitte Research. Input was provided by
 clients, leading industry and financial analysts, and the 5,000 strong global
 Deloitte TMT team. The report is available at
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