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Australian Games Market Sees 47 Percent Growth In 2008

The Australian games market saw an increase in sales of 47 percent in 2008, as the industry’s value rose to $1.96 billion. Software sales were up 57 percent and hardware up 43 percent, apparently resisting the worldwide economic slowdown.
The Australian games market saw an increase in sales of 47 percent in 2008, as the industry’s value rose to $1.96 billion. Software sales alone rose by 57 percent, with hardware sales up 43 percent and accessories sales up 68 percent, according to data from independent research group GfK Retail and Technology Australia, released by the Interactive Entertainment Association of Australia. The most popular titles were what the IEAA calls "family games", which saw 137 percent sales growth over 2007. The second most popular category of titles were "action games". The average age of gamers in Australia is 30 years old, according to a Bond University report cited by the IEAA, which also found that 68 percent of all Australians play some form of video game. "Sales figures for the past two years actually show that the industry has grown over 112 percent since 2006. The industry has really witnessed phenomenal growth, which has largely been driven by people playing games together,” said IEAA CEO Ron Curry. "There is a huge variety of games now on the market, with a wide selection for the entire family as well as specifically for adults, and it's a great way for people to spend time together," he added. Despite the high average age of its players, the Australian market faces limitations due to the lack of an age rating beyond 15+. As a result, many high profile games have been censored or denied a release in the country, despite attempts from the industry to establish a new 18+ rating.

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