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ng the consumer in focus. In the fiscal year 2008, EA incurred a loss of $1,088 million from its operations worldwide. It invested $1,359 million in research and development of its games. From the respective sales, it generated revenue of $4,212 million worldwide while its revenue generated from North America alone stands to $2,412 million in 2008 but none of its title amounted to more than 10% of its total revenue in any market. That can be termed as a title failure for the company. In the same year T2 released Grand Theft Auto 4 in the last quarter of 2008 but the game generated $500 million in its 1st week alone and that accounted to about 40.66% of the total revenue generated by T2 in 2008. This shows the effect one good title can have on the total net revenue generated by a company. T2's subsidiary Rockstar Games handled the production of the GTA 4 while T2's other subsidiaries took on the job of developing other titles, thus generating revenues continuously.

Questionnaire Findings

The author designed a questionnaire in order to know the consumer's preferences regarding video games and their sole reasons to buy a video game. This questionnaire was filled up by 50 people and the findings were recorded as follows:

What is your age?

A major part of the group was in the age group of 25-35 years consisting of 23 people i.e. about 46% of the total group. It was followed by the group 18-25 at 30%, 35-45 was 20% and 45 & above just 4%.

What is you gender?

Males consisted about 58% of the total study while females were at 42%. That study co-resides with the industry average of 40% female. That shows the importance of female in the industry and their increasing importance.

What kind of platform do you prefer while playing a game?

The main leaders in this pack are the consoles. There were 36 people who owned consoles. But at the same time for some games they use PC to play. Many people owned multiple platforms and so the number of consoles in the group reached a total of 96 units.

What kind of a gamer do you consider yourself?

This question shows the intensity of gaming undertaken by a gamer. This question depended on the gamers' own measure and ability. The major part of the population was casual gamers at 54%, followed by Family-Casual gamers at 30% and the least were hard-core gamers at 16%. This shows the importance of casual gamers in the industry.

How much do you spend on a game annually?

In this we can see that a majority of the population spends about $500-$1000 dollars a year on buying video games. They consisted about 46% of the total population. The second biggest group was a surprise. People spending over $100-$500 came as the second biggest group with 34%. The reason for this was given by many people as the recessionary period. The third largest group was people spending $1,000 and above and they consisted of 20% of the population.

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