Mexican Games Market Nears $1 Billion

A new report from Miami based market research group Americas News Intelligence claims that the Mexican video games market could be worth $1 billion by the end of the decade. The report puts total revenues, excluding the black and gray market, for the Mexican video games market at $670 million by the end of this year, a 30.1 percent increase on the previous year. The total for 2008 is predicted to increase by 22.2 percent to $818 million. In terms of units sold, the 2007 total for console hardware is put at 1.01 million and software at 4.96 million. However, the report admits that there is a “certain degree of speculation” inherent in these figures, with studies of government and private sector reports showing a high degree of variance over 2006’s figures. The report also notes the increasing importance of “YUGS” to the Mexican market – young, unmarried gamers. It notes that it is common in Mexico for young adults to remain living with their parents until their first marriage, creating a high level of disposable income. With the average age of marriage for women currently at 25 and 28 for men, the report paints “YUGGIES” as being prime targets for the games market. "The results of our research flies in the face of the image of Mexico as an insignificant consumer market plagued with piracy," said Phung Pham, lead analyst on the report. "There is a booming gamer population and despite problems with piracy, a substantial level of legitimate business. And video game publishers are finally starting to take note."