PRESS
PRESS RELEASES
9 April 2008
2007: YEAR TO RECORD FOR THE MARKET IN ITALY VIDEOGIOCHI.
THE VOLUME OF BUSINESS OUTSIDE THE BILLION EUROS,
WITH GROWTH OF 39.9%.

Milan, April 9, 2008 - E 'was presented today in Milan the 2007 Annual Report on the State of Industry Videoludica in Italy and developed on the basis of data relating to solar 2007.
 
A record year for video games
 
The market for video games moves in the wake of the positive trend of recent years and ran in 2007 in Italy a turnover of more than 1 billion euros, marking a record growth rate of +39.9% compared to 2006. A tow development, the launch of next-generation consoles that have considerable success with the public and give impetus to sales of securities made for these multimedia platforms. The Italy, however, has not filled the gap compared to the major European countries, however, were able to "take advantage" the advent of next-generation technologies, growing at rates in excess of 50%.
 
Explodes the market 'hardware
 
Surprising given the sales coverage in 2007: console 5 per minute for a total of 2,374,057 dedicated platforms and a turnover of 480,564,337 euros, an increase of 48.1% in volume and 80% in value. The console fixed record 1,097,849 units sold (+31.4%) with a turnover of 286,857,508 Euro in growth (+96.3%) - thanks to affirm Nintendo Wii launched at the end of 2006 and launch of Sony Playstation 3 at the beginning of 2007. It also confirms the success of portable consoles: 1,276,208 units sold (+66.3%) corresponding to a turnover of 193,706,829 euros (+60.3%).
 
1.4 million new households choose to buy a console
 
I am almost 8 million (34%) Italian families that own a video game console: 1.4 million more than the previous year (+6.1%). It is still of significant distance from other European countries where the percentage is closer to 50%, meaning that almost half of households now owns a console. It remains clear the gap on the level of penetration of PCs: for Italy there is a 54% of households, while in other countries up to 90%.
 
Accessories and controllers that passion!
 
The 2007 has seen the Italian players increasingly interested in customizing their gaming experience, even encouraged by the great variety of hardware, through the purchase of devices for video games. Accessories and controllers in 2007 developed a turnover amounted to Euro 63,377,075 and 3,122,930 units sold. The positive trend is registered both in volume (29%) and value (31.4%) compared to the previous year.
 
Games for the console still at the helm of the software market
 
34 games per minute for a total of 17,990,247 and a turnover of 557,587,750 Euro: these are the figures recorded in 2007 in Italy, which witnessed an increase of 13.1% in volume and 17.4% in value. A tow the market are games for the console, representing the 80, 8% in volume 88, 6% by value of sales, confirming a positive trend both in volume (+18.5%) and in value (+ 22.3%). The scenario changes instead for sales of video games for PCs, which suffer a downturn: the trend is negative in volume (-5.2%) and value (-10.4%), as due to the presence of catalog titles with placements increasingly low price and promotional policies increasingly aggressive.
 
The Italians prefer games for the whole family
 
The most significant is the increase in sales of video games PEGI 3 +, growing by nearly 10 percentage points from 24% in 2006 to 33% in 2007. It remains essentially unchanged from the previous year the overall picture of sales by age group, where about 10 video games sold 8 continue to be owned classifications PEGI 3 + (three years or more), PEGI 7 + (seven years and counting) and PEGI 12 + (twelve years or more). The video games intended for adult audiences (PEGI 18 +) still hold a range residual market: only 4% of total sales.
 
Standings: football head preferences of consumers
 
The Italian passion for soccer confirms its strength even in the world of video games: in the ranking of most securities sold in 2007, the top positions are the latest episodes of the series fortunate PES and FIFA. But football is not the only interest of the Italian video player plays: Rank these titles are also linked to world cinema, television and comics as SPIDERMAN 3, HARRY POTTER EL'ORDINE THE PHOENIX, PIRATES OF THE CARIBBEAN TO BORDER WORLD , SHREK THIRD, DRAGONBALL Z BUDOKAI TENKAICHI 3, and POKEMON THE SIMPSON.
The rankings also show how people of video games in recent years has changed the titles devoted to a male (NEED FOR SPEED PROSTREET, ASSASSIN'S CREED, GTA VICE CITY STORIES, CALL OF DUTY 4) there are now new titles "Thinking" (eg BRAIN TRAINING) and the titles intended for a female audience as COOKING MAMA and the series GIULIA or those intended to smallest as NINTENDOGS. In standings are also songs by series as THE SIMS 2 and FINAL FANTASY who continue to collect huge success among fans.
 
The role of the Internet as a sales channel
 
The Internet channel for sales in the calendar year 2007 reported a turnover amounting to 44 million euros, of which just under half are generated by the software market, while the remaining 24 million euros from the console hardware market. Within the software market there is a confirmation of the trend registered in terms of total market, where more than 85% of the value of sales is represented by Console Games.
 
Boom mobile market
 
In 2007 it was separate the mobile gaming market, which only develops a turnover of 94 million euros. Very significant is the number of games for phones sold: Well 19 million against nearly 18 million games for the PC and console, with a strong specialization on each of the four WAP portals.
 
"The good results achieved in 2007 testify to the importance of the increasingly important video game entertainment of all generations and confirms the key role of the entertainment industry in a scenario such as Italian, characterised by a sharp slowdown of the economy and household consumption. "- said Andrea Persegati, President AESVI -" Even if the market in Italy is still lagging behind Europe, the prospects for future development are more than positive. After an exceptional year, the gaming industry will continue to surprise in 2008: more games for all media, new ways of living the experience of the game, more information and social responsibility towards the family. Assuming a role that is increasingly now its a responsible leader in the field of entertainment. "