GamePro Announces Independent, Third-Party Research Confirming the Male Teen Consumer Drives the Video Gaming Market

OAKLAND, CA – MARCH 24, 2003 – IDG Games Media Group, the world’s largest interactive entertainment information provider and publisher of GamePro magazine, the world’s largest independent multiplatform gaming magazine, today announced research released by Zanthus—an independent market research firm—reinforcing GamePro’s long-standing position on the male teen market being the driving force of the consumer video games market.


Zanthus research indicates that heavy gamers tend to be males between the ages of 14 and 17 who describe themselves as innovators or early adopters when it comes to purchasing video and/or computer game hardware and software. As the most popular male teen video game magazine in North America with over 3 million readers1, GamePro delivers the “sweet spot” of male teens—ages 12 to 18—to its marketing partners. In fact, readers between the ages of 12 and 18 make up 61 percent of GamePro’s audience2, translating into 1.9 million male teen consumers1!

This subset represents the ultimate opinion leaders and trendsetters in the video gaming market. Furthermore, they exhibit tremendous spending power and influence on their peers’ purchasing habits for a variety of consumer products. Fueling the adoption curve of new technology, 55 percent of young gamers said they would play online games via their game consoles in the future.

“Our survey results clearly show that young video gamers are the driving force behind the electronic entertainment market,” said David Edwards, CEO and founder of Zanthus. “Teens and young adults constitute a critical market segment with their preferences and habits dictating key market developments.”

Additionally, teens have a large amount of disposable income as compared to adults. According to Teenage Research Unlimited, 85 percent of a teen’s income is disposable versus 10 percent for adults. Furthermore, 80 percent of teens have two or more primary sources of income (Teenage Research Unlimited, 2002). This huge amount of teen discretionary income clearly reflects the enormous purchasing power and clout that teens have in the marketplace.

“The research performed by Zanthus reinforces the purchasing power of the male teen audience within the video games market,” said John F. Rousseau, president and CEO of IDG Games Media Group and publisher of GamePro magazine. “As the most popular male teen video game magazine in North America1, GamePro delivers the most cost-effective and strongest reach of the lucrative male teen consumer.”

The report, entitled BigBamBoom: The Future of Video Games, is a segment in Zanthus’s Future2Future web-based research program. This program explores how consumers live with technology today and what they want to do with it tomorrow. To subscribe, contact Jeff Skelton, Senior Research Consultant at Zanthus, at 971/404.0275 or or go to

About IDG Games Media Group

Located in Oakland, CA, IDG Games Media Group is the world’s premier interactive entertainment publisher for multiplatform gaming enthusiasts and produces GamePro magazine,, Code Vault, and the IDG Games Media Group Industry White Paper.

GamePro’s audience of over 3 million opinion-leading readers has established GamePro as the most popular video game magazine amongst male teens in North America (Teenage Research Unlimited, 2002). GamePro's circulation is 529,043 (ABC Initial Audit Report, three-month period ending January 2002). GamePro is the industry leader among independent multiplatform video gaming magazines. GamePro delivers cutting-edge multiplatform gaming previews, reviews, strategies, cheats, and codes. The magazine’s seasoned editorial staff provides its male teen audience with an authoritative source for video and personal computer gaming information. ( is the premier online source for gaming information on the Internet. The site delivers around-the-clock coverage of game reviews, previews, and cheats for every major gaming platform. is highly interactive with many popular features, including an online community for gamers that enables its visitors to post user reviews, chat with GamePro’s editors and fellow gamers, create online personas, and more.

Code Vault is GamePro’s exclusive, monthly publication of video game cheats, tricks, and secrets for all major gaming platforms. All Code Vault codes are GamePro-tested and guaranteed to work. The publication is action-packed with over 3000 codes per issue and is available on newsstands nationwide.

About IDG

GamePro is a business unit of IDG, the world's leading technology media, research, and event company. IDG publishes more than 300 magazines and newspapers, and offers online users the largest network of technology-specific sites around the world through (, which comprises more than 330 targeted websites in 80 countries. IDG is also a leading producer of 168 computer-related events worldwide, and IDG’s research company, IDC, provides global market intelligence and advice through 51 offices in 43 countries. Company information is available at

About Future2Future

Future2Future is a Web-based research program that explores how consumers live with technology today and what they want to do with it tomorrow. The program offers the type of insights customers need to anticipate where customers are going—before they even get there. Future2Future subscribers receive continuously updated insights into consumers' unmet needs, purchasing habits, and usage of various consumer technologies. Each monthly installment of fresh consumer research includes the following: qualitative feedback and/or quantitative data on a key consumer technology; interviews with industry experts and/or market leaders; and the results from consumer tests of new product or service concepts.

About Zanthus

Zanthus brings a unique scientific rigor to business consulting. The kind of research-informed consulting emerging and established leaders need to make critical business decisions—confidently. Based in Portland, OR, the firm provides a rare combination of research and industry expertise exclusively to high-tech companies. The firm is particularly well-known for its commitment to reliable research methods and analytical techniques.



Source: 1 Teenage Research Unlimited, 2002; 2 Harvey Research, 2002