The missing digital factor in 2011's AU/NZ sales

Leigh Harris
The missing digital factor in 2011's AU/NZ sales

NPD Group sales figures for 2011 were released earlier this week, which didn't include digital sales or other online services.

The numbers were AUD$1.5 billion in Australia and NZD$180 million in New Zealand, with some predicted AUD$450 million in digital revenue predicted by Telsyte in Australia in 2012.

Presuming digital sales in 2011 of somewhere between AUD$250 million and AUD$400 million, the total figure does end up being more robust than 2010's AUD$1.7 billion sales total, however this figure too gets a bump from the unaccounted for digital sales (albeit a smaller bump), so no matter which way you cut it there has been a slight contraction year-on-year.

Sam Yip, Senior Research Manager at Telsyte, said: "Online gaming subscriptions and in-game virtual goods sales are growing strongly in Australia, and will account for around 20% of the overall digital goods and online subscriptions market (which consists of 26 categories such as Internet video, Internet music and digital news subscriptions) in 2012."

Antony Reed, CEO of the GDAA, added: "Global consumer confidence in the digital space is encouragingexceptional growth in the Australian game development industry. In 2011, Australian made games featured highly across multiple digital platforms."

"For example, Brisbane’s Halfbrick Studios recorded over 120 million downloads of their smash-hit, Fruit Ninja, and 11 million for the recently released, Jetpack Joyride, and Melbourne-based Iron Monkey Studios won Apple’s coveted ‘Game of the Year’ award with Dead Space."

"Into 2012 we will see many more innovative and creative properties made by Australian studios releasing to a global audience."

The PwC Media Outlook 2011-2015 report suggested that Australia can buoy itself to Asia more generally to withstand the recession, and the local market has been reacting. At Game Connect Asia-Pacific (GCAP) last year, a talk was given about how to bring mobile games into the minefield that is the Chinese market, meanwhile Halfbrick CEO Shainiel Deo is slated to speak at Product Design 2012 next week on how to internationalise local success.

The PwC report also predicted either flat sales in 2011 or a slight decline, and had already factored that into its longer view that Australia's videogame market would reach AUD$2.5 billion by 2015.


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Tags: online , sales , Digital , subscription , npd group , igea , ron curry , GDAA , Antony Reed

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