Recent research analysed by the GamesMaster Golden Joystick Awards and Future Publishing has uncovered three new types of gamers. Mono Gamers, Commuter Gamers and Family Gamers have all emerged as unique, new gamer types present in the UK in 2011.
Now in its 29th year, the GamesMaster Golden Joystick Awards is the oldest and largest gaming award show in the world and shortlist voting is now open. The award ceremony will take place on Friday, 21st October 2011 at the Park Plaza Westminster Bridge, London.
With their extensive database of UK gamers, Future Publishing and the GamesMaster Golden Joystick Awards have identified some interesting new gamer profiles in the UK gaming community in 2011*: Mono Gamer
Description: Gamer who buys a console driven by the desire to play one particular game ie. Call of Duty,
FIFA, Gran Turismo – a growing group as consoles become cheap enough to be an impulse buy.
Defined characteristics: Owns any console in home, is the main person who plays on that console, plays at least 10 hours a week on the console, has spent less than £100 on games in the last 12 months
Incidence rate: Equates to approximately 1.5% of the UK population (737,000)
Profile: 88% are males, average age 27
Commuter Gamer
Description: Plays all their games on the move – eg iPhone/iPad
Defined characteristics: Owns a tablet PC or a mobile phone that they regularly play games on. Is in fulltime employment
Incidence rate: Equates to approximately 11% of the UK population (5,585,000)
Profile: 70% are males, average age 36. 18% live in greater London
Family Gamer
Description: New-age of families with patriarchs who have grown up with videogames and introducethem to their children – past: would have sat down and played a board game, present: now they sit round the TV and play games
Defined characteristics: Parent of children aged 5-15, owns a console, spends at least five hours a weekplaying console games, and agrees to the statement ‘enjoy spending time with their family’
Incidence rate: Equates to approximately 2% of the UK population (1,045,000)
Profile: 57% are males, average age 38
George Walter, from the GamesMaster Golden Joystick Awards said: “As the gaming landscape rapidly changes we’re seeing the creation of new gamer profiles resulting not only from technological advances like mobile devices and motion control systems, but also because videogames are now intrinsically integrated into everyday life. It’s no longer a case of ‘gamers’ and ‘the rest of us’ it’s more ‘what kind of gamer are you?’’
Voting is now live at www.goldenjoystick.com and will take place until 14th October 2011. The GamesMaster Golden Joysticks Awards will also be offering voters who participate in all 14 public categories with a chance of winning the GamesMaster Ultimate Gaming Prize, which includes Alienware consoles and many of the award nominated games.
The 2011 shortlists, which boast the likes of Call of Duty: Black Ops, LA Noire and Assassin's Creed: Brotherhood, have been selected by a handpicked panel of Future Publishing’s gaming experts, chaired by GamesMaster Editor-in- Chief Robin Alway.
Winners are announced at the awards ceremony, taking place at London’s Park Plaza Westminster Bridge hotel on Friday 21st October. Among the surprises on the night will be a number of exclusives and reveals from all across the games industry.
How to vote
The voting is simple just go to www.goldenjoystick.com and click start voting. Voting has now started and runs until 17th October 2011.
Award Categories
GamesMaster Golden Joystick Awards 2011 categories
Ultimate Game of the Year
One To Watch
Best Shooter
Best Action/Adventure
Best RPG [Role-Playing Game]
Best MMO [Massively Multiplayer Online game]
Best Fighting Game
Best Racing Game
Best Sports Game
Best Strategy Game
Best Music-based Game
Best Free-to-play Game
Best Mobile Game
Best Downloadable Game
