IDG announces available for purchase our report on the Kids/Tweens (KT) Market in the US. This detailed, 70 page report covers the KT market extensively. A few data points and findings to consider:

• The US Kids/Tweens market has grown revenues from $319M in 2001 to $2.8B in 2008.
• KT market share as a % of the total SW market has trended upward, from 16% in ’01 to 34% in ’08, and up even higher to 36% through H1’09.
• The KT market has grown by an average annual rate of 53% from ’01-’08, versus 30% for the total market during the same time span.
• Breakeven unit targets for KT games, where development costs and time frames are less than for more hardcore content, are far lower than non-KT content, leading to an improved economics model and risk profile if executed correctly. The attractiveness of the KT market for lower-tier publishers is tied primarily to the profit potential of this model due to the lower breakevens.
• In terms of quality, while a higher percentage of KT SKUs are in lower review score brackets, they tend to sell better than non-kids games in comparable review score brackets, both in lower-quality and higher-quality brackets.
• The stark majority of top-selling KT releases belong to broader franchises.
• KT games on console are priced noticeably lower than non-KT console games, but KT handheld games are priced virtually in line with non-KT content.
• Looking out at 2010 and beyond, Project Natal, Sony’s new motion controller, and other innovations could provide additional running room for exciting KT-centric content. These new developments could help to balance the KT market across a broader base of platforms.
• On the cautionary side, the KT space has become increasingly crowded in recent years, both in terms of publishers as well as SKUs. In 2001, there were 33 publishers involved in the KT space, while in 2008, there were 56 publishers participating. In 2001, 93 KT SKUs were released, versus 497 KT SKUs in 2008, representing a 400%+ increase.
• Nintendo has been the single greatest platform and publishing driver for this segment to date, although several third-party publishers have leveraged significant KT growth to establish broader market share gains in recent years. Overall however, Nintendo’s dominance has limited the upside of some other players in the space.

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