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MCV 06/11/09 25
MARKET FOCUS: PERIPHERALS
Growing with gizmos As 2009 comes to a close, we take a deeper look at the accessories market, how it stands to cope this Christmas and where it is heading in 2010. James Batchelor discusses the state of the sector with companies old and new…
AS WE proved a couple of weeks ago (Stocking Fillers, MCV 23/10), there are just as many promising accessories arriving on shelves this Christmas as there are blockbuster titles – if not more. But while the world has kept its eyes firmly fixed on the platform holders and major publishers, the often-overlooked peripherals sector has been doing rather well for itself. “The market in 2009 has been very exciting,” says Pinpoint’s product development manager Tom Armstrong. “We have seen price drops on all the major home formats, a facelift on PS3, and new versions of the DS and PSP. “Closer to home, we at Pinpoint have experienced considerably growth and the introduction of some very exciting and refreshing lines. We are very happy with our positioning, offering and customer focus.” BDA’s vice president of client services Lucky Evani agrees: “Accessories have
come to play a more important role in the video game industry, enhancing the gaming lifestyle. “Consumers are choosing accessories as an extension of themselves to accent their personality and way of life. Our products provide that level of personalisation.” THE PRICE IS RIGHT
However, this growth has come with a price. Like the games publishing sector, the peripherals market is becoming increasingly crowded and firms are required to work hard to stand out. With so many similar products competing for shelf space, attracting consumers has never been tougher. “The peripherals market has become more competitive than ever this year,” warns Venom sales director Sue Dawson. “The platforms are established, there have been less new releases and ‘me too’ products just wont cut it. The
companies who are winning market share and thriving in the current climate are those who are imaginative and progressive. New ideas and innovation are imperative.” It’s a challenge both peripherals companies and platform holders have accepted with vigour. Logic 3’s product manager Michael Kirkham observes: “There has been a dramatic increase in use of wireless and motion sensor technology. Our range for the Wii has seen a marked increase since the arrival of the Nintendo’s new MotionPlus add-on.” The sector’s impressive growth has largely been driven by the arrival of several new players, all determined to capitalise on the success of gaming accessories. And even though the world’s economy has yet to fully recover from the recession, peripherals vendors are reporting that the market is showing promising signs of stability.