The Gaming Population Expansion is the strategy that Nintendo developed to expand their demographics. To achieve that, Nintendo has done a large number of surveys to control the progress of the strategy. The constant surveys also intent to monitor the number of current players, the number of people who used to play but do not play anymore, and also, the number of people who had never played video-games. The first surveys started in 2005, and currently is used by Nintendo to market the United States and Japan.
Mister Satoru Iwata, President and CEO of Nintendo, explains the composition of the gaming population in the United States and Japan by dividing it into three categories. The First category is referred as Active Users, people who have played video-games at least once in the last year. The second one are the Sleep Users, those who played but more than a year ago. And the third one are the Non-Users, those who have never had contact with video-games. The latest results of the surveys among people from 6 to 74 years old in the United States reflected the following information:
- In November 2007, 45% of the people surveyed were Active Users, 44% Non-Users and 11% Sleep Users.
- In June 2008, 51% of the people surveyed were Active Users, 42% Non-Users and 7% Sleep Users.
- And in March 2009, 57% of the people surveyed were Active Users, 37% Non-Users, and 7% Sleep Users.
As seen here, Nintendo keeps expanding their Active Users, accomplishing the goals of their strategic planning. The survey also showed that the youngest customers are the most active players, who seem to play less or stop playing as they grow older.
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