The Power of Games in New Zealand

The Interactive Games & Entertainment Association (IGEA) has today released new research into the impact and power of video games in New Zealand, revealing that two-thirds of New Zealanders play video games and nine out of 10 households own a video game device.

Digital New Zealand 2020 is the latest study of 801 New Zealand households and 2,255 individuals. The research was undertaken by Bond University and shows that New Zealanders enjoy and engage with video games with a consistently positive outcome on their overall health, education and wellbeing.

The average age of a video game player in New Zealand has remained at 34 years old, the same age found in the Digital New Zealand report released two years ago and around half of those playing video game players are women and girls.

Older New Zealanders also continue to be attracted to games, with 42 per cent of those aged 65 and over self-identifying as gamers. In fact, 78 per cent of video game players are over the age of 18.

The study also exposes the perception of the true power of video games and how they affect the lives of New Zealanders.  A large percentage, 87 per cent, says it helps them keep up their general knowledge, 70 per cent say it helps them connect with others and 65 per cent say it improves their overall life satisfaction.

Dr Jeff Brand, Professor at Bond University and lead author of the report since its inception, says the reasons New Zealanders play games continues to broaden from their heritage of recreation and entertainment.

“With more than 10 years of research behind it, Digital New Zealand 2020 (DNZ20) gives us a gold standard into who plays video games, how they play, and why they play. Whereas in the early years, this longitudinal research helped overturn stereotypes of the average gamer, in recent years we have started to understand the deeper reasons why people play.”

“While fun is still first and foremost for New Zealand gamers, it is by no means the only reason. We found a diversity to how New Zealanders use games: from education and upskilling, to preserve social and emotional connections and as a powerful health and wellness tool in staying fit and reducing stress.”

The Digital New Zealand study also highlights how videos games are making an impact on New Zealand’s cultural footprint in the global technology ecosystem and the digital economy, with video game sales in New Zealand growing at a rate of 15% CAGR between 2013 and 2018. The latest report shows that 72% of adults believe making video games in New Zealand benefits the economy.

As a training tool, video games have proven useful: 29 per cent of respondents have used them to teach workers new skills. This year, New Zealanders of working age spent the most time gaming, averaging 90 minutes a day compared with the national average of 88 minutes across all ages.

Furthermore, the report shows the importance of video games on developing critical thinking skills. In fact, 65 per cent of parents see video games as a valuable teaching tool for STEM.

“We need to harness games as a powerful tool in building a strong and competitive future for New Zealand. The inherent problem-solving nature of interactive game play hones critical thinking and strategy skills,” said Dr Brand. “These skills can easily be applied in a professional environment, and in fact we found that New Zealanders of working age were more likely to spend longer on average playing games than those under 18 years of age.”

Ron Curry, CEO of IGEA, said, “Digital New Zealand 2020 showcases how important video games are for New Zealanders. Far from the stereotype of being a solitary pursuit, in fact we found that video games continue to facilitate a shared experience for families, friends and co-workers. Video games are a key influence on all aspects of society – at home, in the workplace, and in schools. The reasons New Zealanders are playing is becoming more nuanced, it’s not just for entertainment but also to learn and connect.”

Other key findings of the Digital New Zealand Report 2020 include:

• New Zealand households mostly play on PC. PC remains the most popular way to play (72 per cent), while 65 per cent of households use a smart phone, and 19 per cent own a virtual reality headset.

• The average New Zealander’s game time has grown. Daily video game consumption now averages 88 minutes, up from 85 minutes in 2018. Working age adults play the longest, averaging 90 minutes a day, while retirement age adults play for 79 minutes. Children fall in between, at an average of 84 minutes a day.

• Video games help older New Zealanders age positively. Older residents point to gaming as a way to keep the mind active, have fun and take on new challenges as they get older.

• Video games help connect parents with their children. Parents increasingly value what games do for their bond with their kids. The research shows 42 per cent of parents play games with their children in the same room, and 33 per cent play online games together.

• Parents remain cautious about online safety. 84 per cent say they’ve talked with their children about playing games safely online, and 91 per cent are aware of parental controls, up from 88 per cent in 2018.

• Video games continue to educate. Games still have a place in teaching and training. Sixty per cent of parents surveyed said their children use video games for educational purposes in school, and 48 per cent believe games help build greater confidence in the classroom.

Overall the habits of New Zealand gamers reflect the country as a gaming nation, embracing the likes of eSports and streaming as mediums to further extend the realm of play.

New Zealand it is game on!