ESA report: Digital sales up 24% to $3.8 billion in 2010

Friday, 10th June 2011 18:32 GMT By Stephany Nunneley

The ESA has issued a report stating that purchases of digital full games and add-ons mad up 24 percent of game sales in 2010 and brought in $3.8 billion in revenue.

The report, which cited some NPD figures derived the sum from digital games, digital add-ons, mobile apps, subscriptions and social gaming.

Other interesting tidbits in the report state that consumers spent $25.1 billion on game content and accessories in 2010, and that the average gamer is 37 years old. 29 percent of gamers are over the age of 50.

The average game purchaser was 41 years old, and 65 percent of gamers play with other people.

Gamers that play on smartphones or other handheld devices made up 55 percent, and it was found that one-third of gamers are made up of women 18-years or older with 42 percent of all gamers being women. 58 percent are male.

Other interesting figures shown were percentages of sales by rating: 44 percent of sales went to games with an “E for Everyone” rating; 24 percent to Mature, 19.5 percent to Teen, and 12.5 percent to Everyone 10 +.

Black Ops was the top selling game of 2010 on the list, and StarCraft II was the top selling PC game for the year.

Total consumer spend on the games industry in 2010 hit $25.1 billion.

You can look over the full report here.

Thanks, AllThingsDigital.



  1. OlderGamer

    “and that the average gamer is 37 years old. 29 percent of gamers are over the age of 50.”

    So when is the damn industry going to figure this out and stop making so many games aimed at 15-20 yr old males?

    #1 4 years ago
  2. OlderGamer

    This thing is a fantastic read.

    2010s top 20 selling video games by unit sold, states that

    11 of the top 20 games where on the Wii.

    And 8 of those where exclusive to the Wii.

    Zero PS3 exclusives made the list.

    Only 1 xb360 exclusive made top 20, that was Halo Reach, at number 3.

    With 8 Wii exclusives in the top 20 games sale charts, why would anyone be so pesimistic regaurding the potiental of WiiU?

    #2 4 years ago
  3. DSB

    They don’t include a lot on how they get those numbers, though.

    #3 4 years ago
  4. OlderGamer

    You think they just make ‘em up? Not sure I follow you.

    “Source: The NPD Group/Retail Tracking Service”, acording to the article/report.

    #4 4 years ago
  5. ManuOtaku

    #2 i think you know the new fashion is hate nintendo no matter what, i suppose, but i hope they will continuing doing this good, i will be getting Wii U for sure, just to add my support to them, and thanks for the comment i cannot access the link iam at work right now, hardly working i mean working hard 8D

    #5 4 years ago
  6. DSB

    @4 Which is the same thing, but that still says nothing for how the numbers were collected.

    What’s the methodology, did they poll 3000 people? Do they have a 5000 person focus group?

    Statistics only work as long as you have all the parameters, and last time I checked Valve weren’t members of ESA, and they don’t seem to be in the business of sharing their info with NPD.

    Missing the single biggest digital retailer would be worthy of note, as would having to guess about their sales, or relying on an incomplete picture from individual publishers.

    #6 4 years ago
  7. OlderGamer

    Point taken on Valve.

    However, Nintendo, Sony, and MS are members. Their data was collected. And so are Acti, EA, Capcom, and most of the other players in the industry. And we were talking about consoles and their game sales.

    I really think your reaching.

    What digital sales on the PC side of things have to do with console games sold I don’t know.

    Here is the heart of it. People want to claim that Nintendo doesn’t know what they are doing. They want to claim that WiiU will be DOA. But Nintendo had 11 of the top 20 games grace its system in the last year. And 8 of those where exclusives to their system.

    To me that speaks volumes.

    Nintendo is not only doint just fine, they are doing great. I don’t see any reason to think that the next round at least couldn’t be the more of the same. No one knows that for sure at this point. Infact nothing can be said for sure at this point.

    Other then saying Nintendo is far being irelevent. Regaurdless if the so called core gamers feel snubed by the Nintendo systems or not.

    #7 4 years ago
  8. DSB

    @7 Oh, I wasn’t insinuating anything, I’m just not sure that those numbers are accurate.

    I’m a brother Shamus when it comes to the Wii. I thought it was ridiculous – Right up until I played one. I think it fully deserves its succes, even if it does have serious shortcomings online.

    Activision also aren’t members, but their information would be easier to grab as a publicly traded company, than Valve.

    You could deduce that the ESA would be able to get the Steam sales from the publishers themselves, but my problem is that we just don’t know as long as their methodology remains unclear, and they really don’t provide a lot of detailed information in that survey.

    Is saying that game sales are 24% digital really accurate unless you specify that on the main digital platform, the PC, they’ve already surpassed 50%, by NPDs own estimates?

    To me that would be pretty important to point out when making a graph like that, because undoubtedly, both the next Sony and Microsoft console will be sporting fat HDDs aimed specifically at enabling digital delivery of major titles. I think there’s less than 1% chance of something like that being left out, it’s already begun.

    Nobody wants their customers to go to a store if they can buy their games in their livingroom.

    #8 4 years ago

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