Canadian Gaming

Part
01
of four
Part
01

Video Game Trends

Two key trends in the video game industry include single-player games becoming more popular and Offline single-player games on rise.

Single-player games are becoming more popular.

  • According to a publication by gtracing, single player game are the future of video gaming in the US and Canada.
  • They keep their clients more focused and allows them to work on a wider range of skills.
  • Research shows that many gamers will tend to choose single-player style in the future.
  • People tend to love technology that gives rise to more beautiful, detailed, and interactive worlds and ever more believable computer opponents and companions.
  • Example of this trend by specific games include God of War and Red Dead Redemption which took the "market by storm and proved there are many players who enjoy a solo adventure from time to time."
  • According to an article from gamesindustry, Marvel's Spider-Man reached 3.3 million sells in three days.
  • "God of War, a single-player only game, sold five million copies in one month, becoming one of the top selling PlayStation 4 games ever" in the United States.

Offline single-player games on rise

  • According to techendo, the offline single-player games are becoming more popular in the Canadian gaming market.
  • The popularity in offline single-player game is because gamers are not able to "afford the highly priced smartphones that contribute to the highly advanced performance for multiplayer experiences."
  • Research shows that there is competition between the mobile gaming companies which is going to enable the growth of offline single-player in the future.
  • Examples of this trend by specific games include building your own kingdom, embarking on a journey through the desert, exploring ancient civilizations and uncovering underwater deep-sea secrets.

Research Strategy

To provide some key future trends in the video game industry in North America, specifically single-player games. We started by reviewing through industrial articles, blogs, market reports and news publications on the biggest/top video game trends in North America. Our team has selected the above listed trends based on the number of media coverage and also the credibility of the sources.
Part
02
of four
Part
02

Canadian Gamers Attitudes

Canadian gamers like the quality of in-game graphics and the compatibility with various devices, when it comes to Assassin's Creed. Some Canadian Assassin's Creed players have reported they would like the multiplayer mode to return to the game. Below, some relevant findings have been highlighted, along with an outline of the research strategies deployed in an attempt to obtain the requested information.

Canadian and North American attitudes and opinions on Assassin's Creed and Ubisoft

Overall sentiment towards Ubisoft and Assassin's Creed

RESEARCH STRATEGY:

We have provided attitudes and opinions players express on Ubisoft's Canada Facebook page, as well as the Ubisoft North America YouTube channel, as helpful findings, along with overall gamers' attitudes and opinions toward Ubisoft and Assassin's Creed. We determined reliable information surrounding attitudes and opinions specific to Canadian and North American players is not available after deploying the following strategies:

First, in order to locate relevant Canada- and North America-specific insights, we decided to search for preexisting information on topic of Canadians' and North Americans sentiment towards Ubisoft. We searched credible gaming publications such as Gaming Post Canada and the Canadian Gaming Association, as well as the specific Canadian and US Ubisoft office websites (Ubisoft San Francisco, Ubisoft Montreal, Ubisoft Winnipeg and others). There, we had hoped to find pre-compiled information on players' sentiment towards Ubisoft and the Assasin's Creed game, based on survey results or similar campaigns, conducted either by the company itself or third-party agencies. The idea here was that the company likely wants to know this information and possibly has conducted research on this topic and published the outcomes. On third-party publications, the available information solely focused on descriptions of the game, without stating customers' sentiment towards the game. On company websites, there was no information on players' sentiment towards either the game or the company itself. No information indicated the company has conducted research on this topic.

Next, we turned to analyzing comments on Canadian and North-American social media profiles of Ubisoft. There, we had hoped to find numerous comments surrounding Ubisoft Canada or North America and their products, which we could examine to provide insights on gamers' attitudes and opinions, driven by the assumption that Canadians and North Americans are those who comment on Ubisoft's Canada and North America social media profiles. For example, many comments on Ubisoft Canada's website that point at the same thing (e.g. user-friendly game interface) could be used to derive at an assumption that this opinion is popular among Canadian players (e.g. Canadians think the game interface is user-friendly). This strategy has failed because comments specifically pertaining to the game and the company were scarce and not repetitive, which is why no attitudes or opinions could be extracted to provide reliable insights. Instead, company reviews mostly focused on specific events the company has organized and were focused on event experiences. Additionally, because most recent Ubisoft Canada social media posts primarily focus on new game launches, a large portion of relevant opinions specifically relating to Assassin's Creed and the company itself was outdated (comments published over 2 years ago). Still, by examining comments on social media, we managed to identify some relevant attitudes and opinions that have received a significant number of acclamation's.

Lastly, we searched North American game forums such as HuntingNet, North American company and game review sites such as GameSpot, ESRB. The official Ubisoft forum was also explored in search for a Canadian, North American or "United States" section, but no such sections were found. Our goal here was to find forum sections or review sites specifically intended for Canadian or North American user-written reviews of the game and the company, which we could examine to provide insights specific to Canadians or North Americans. On the review sites specific to North America, reviews were expert opinions rather than player-written, while on forums that are specific to North America, no sections specifically intended for opinions surrounding Assasin's Creed or company Ubisoft were found.
Part
03
of four
Part
03

Single Player Games in Canada

Single player gamers enjoy the artistry and story-telling of the immersive, story-driven single player game. These gamers, however, do not like when NPC opponents are not intelligently-programmed, when a title does not develop its offline content well or enough and when a game does not generally come as the 'full package' and expects players to pay more for cosmetics/inventory/DLC.

WHAT PLAYERS LIKE ABOUT SINGLE PLAYER VIDEO GAMES

  • Some players report a preference for single player games because they do not have to rely on others. They can pick and play whenever they want, without scheduling time with other people, and their journey and accomplishments are entirely their own. Victory can feel magnified as one has relied completely on one's own skill and problem-solving.
  • Similarly, there is a feeling ownership in the world of the game. The environment and character are entirely one's own, created and formed solely by the player's choices, rather than anyone else. Each play of the story is a personal journey.
  • Single player games feel more personal, like being submerged in art. Modern games that enhance that experience through their graphics and styling enhance that submersive artistic experience.
  • Exploring the world at one's own pace holds huge appeal for single player gamers.
  • Single player gamers love when NPC opponents have sophisticated AI programming that are adapted to the player's skill level and offer a more "fluid and personable approach".
  • Single players gamer play for a distraction (from the real world), a break from social interaction, and to unwind.
  • Successful single player games offer intimate storytelling, thoughtful character development and intense narrative focus.

WHAT PLAYERS DO NOT LIKE ABOUT SINGLE PLAYER VIDEO GAMES

  • Gamers do not like when NPC opponents or bossy are unintelligent and/or sloppily made. They want to feel like there is skill and sophistication involved like beating another human does. One player complains they can just watch a video and know how to beat a boss, which isn't fun or challenging.
  • Sometimes, gamers do not want to sit through hours of story just to play a video game.
  • Players don't like when a game that offers both multi- and single-player functions does not invest enough in the single-player offline content. If the experience of the game fails, there's nothing else going for the game and a gamer will drop it. Single-player gamers hate it when a game tries to cater to both types of player but does not do it well.
  • Gamers don't like when a single-player game does not come with much inventory/stuff included and instead it's offered as paid DLC. They see that as something native to MPGs, and it doesn't belong in the single player game universe. They don't like to feel a developer is pumping them for money for cosmetics.
  • Several gamers complain about when their single player game requires an internet connection to play. They do not want to have to worry about internet speeds and what the rest of the household is doing while playing. Local saves should be possible.

RESEARCH STRATEGY

As revealed in the Strategy, there is very limited information on the opinion of Canadian gamers specifically. We also expanded our search to places like Reddit, forums and review websites to see if we could find opinions posted by gamers in Canada. We also approached the research by looking at the most popular single player games currently and then checking reviews or articles written from Canadian players. The current top single player games are The Witcher 3, The Heart of Us, Horizon Zero Dawn, Red Dead Redemption 2, Kingdom Hearts 3, Super Mario Odyssey, Assassin's Creed Odyssey, God of War, The Legend of Zelda: Breath of the Wild and Stardew Valley. This combined approach did not yield any specifically-Canadian opinions. Therefore, we expanded our scope to North America as there did not seem to be any tangible difference in opinion between gamers in the US versus Canada.
Part
04
of four
Part
04

Most Anticipated Video Games Canada

The Last Part of Us Part II and Cyberpunk 2077 are two video games, scheduled for release in 2020, that are generating considerable excitement. The Last Part of Us Part II is the only video game to have been discussed at length in Canadian media. Cyberpunk 2077 stars popular Canadian star Keanu Reeves. Both of these films adopt two of the most popular genres of video games.

THE LAST PART OF US PART II

  • This is the much-anticipated sequel to 2013's The Last Part of Us. The 2013 game sold over 17 million copies and is one of the most critically acclaimed games of all time.
  • The Last Part of Us Part II will be available exclusively on the Sony PlayStation 4 platform. The game is scheduled to be released on 21 February 2020.
  • It has been described in multiple industry publications, online blogs, and gamer forums as one of the most anticipated games to be released in 2020.
  • This game has been reported by the Toronto Sun as the most anticipated video game release in 2020. It is the only title that has gained any significant press in Canada.
  • The original game told the story of two survivors of a parasitic brain infection that nearly destroyed humankind and their journey across post-apocalyptic America. The sequel takes place five years later and sees one of the survivors leave the safe haven she found and seek revenge against the people responsible.
  • The promise of brutal violence, smarter enemies that behave more realistically and the promise that players will create an emotional connection with the characters have contributed to the increasing levels of anticipation around this release.
  • The game promises to trigger emotions of rage through to grief and even at times joy.
  • Screenrant has said "To call The Last of Us Part II "highly anticipated" is an understatement."

CYBERPUNK 2077

  • CD Projekt Red's Cyberpunk 2077 has been listed as one of the top two anticipated games for 2020 in multiple industry publications and online blogs. The game has generated considerable discussion in a wide range of online gamer forums.
  • The game is scheduled for release on 20 April 2020. Pre-orders are already being taken.
  • The fact that Keanu Reeves has been enlisted to star in this game has increased both excitement and anticipation around the release.
  • Keanu Reeves is a Canadian citizen who grew up in Toronto. He is described in multiple publications as one of the greatest Canadian acting exports.
  • His films are particularly popular in Canada. This has contributed to the increased levels of anticipation around his appearance in Cyberpunk 2077.
  • Cyberpunk 2077 is set in Night City, a city obsessed with power, glamour and body modification. The gamer plays as V, a mercenary outlaw attempting to find an implant that is the key to immortality.
  • There has been some controversy surrounding Cyberpunk 2077. The main controversy to date has been around the design team removing gender presets in the character creator and the use of cut scenes taking place in the first person, which seemingly invalidates the choices of the character creator.
  • Ultimately this controversy is likely to be minor, but it has generated considerable discussion on social media and added to both the anticipation and excitement levels around the release of this game.
  • Several publications have reported that it is genuinely rare for a video game to generate as much excitement as that generated around the release of Cyberpunk 2077.

ROLE PLAYING GENRE

  • Role-playing is consistently one of the most popular video game genres.
  • The 2020 video game releases see a number of the most anticipated video games fall into this category.
  • Traditionally a role-playing game is one where the gamer controls the fictional character throughout the game. The character then takes on a range of quests within the imaginary realm of the video game.
  • The nature of role-playing sees the gamer become increasingly immersed in the world created by the video game.
  • Both Cyberpunk 2077 and The Last Part of Us Part II, two of the most anticipated games for release in 2020, fall into this category.
  • Other video games in this genre have also featured prominently on lists and in articles of the most anticipated video games for 2020 and those that are generating the most excitement.
  • These video games include Final Fantasy VII Remake, The Legend of Zelda, Mount & Blade II, Starfield, Vampire: The Masquerade — Bloodlines II, and Wasteland III.
  • Based on the amount of online discussion, industry articles, and various publications regarding video games that are to be released in 2020, it is clear that role-playing games are some of the most popular. They are also generating the most excitement in a huge number of gaming forums.

ACTION ADVENTURE GENRE

  • The action-adventure genre of video games is one of the most popular genres, combining elements of an adventure game with elements of an action game. It is also a genre that is generating considerable excitement concerning the 2020 releases.
  • This genre is popular because of the anticipation around titles being released that fit into this category.
  • Avenger's Endgame has grossed more than $2.7 billion at the box office. The excitement generated by the film has seen the escalation of excitement levels in respect of the video game Marvel's Avengers, due to be released in 2020.
  • It remains to be seen if the video game will live up to the excitement, especially given the new appearances of the main characters.
  • Notwithstanding the controversy, Marvel's Avengers has consistently appeared on lists of the most anticipated video games in 2020.
  • Beyond Good and Evil, Gods & Monsters, Final Fantasy VII, and The Legend of Zelda are other video games that consistently appear on lists of video games generating the most excitement around their release in 2020.
  • Both Cyberpunk 2077 and The Last Part of Us Part II, two of the most anticipated games for release in 2020, fall into this category.

RESEARCH STRATEGY

To determine the most anticipated video games, generating the most excitement, in Canada, we extensively searched a wide range of industry publications, gamer blogs, game reviews, and gamer forums. Unfortunately, there was very little information that was specific to Canada. Almost all the information related to North America as a whole, rather than the Canadian market exclusively.

We considered a wide range of information from the aforementioned sources and compiled a list of the video games that consistently appeared in these sources, to determine the video games that were generating the most excitement. We then reviewed a range of gamer forums and social media platforms to determine the amount of excitement each of these games was generating. By doing this, we were able to ascertain the games that seemed to be generating the most excitement. Two games, Cyberpunk 2077 and The Last Part of Us Part II were consistently in the top three anticipated video games for 2020. They are generating considerable excitement and discussion among gamers.

We then considered these games in relation to the Canadian market. When we searched media publications specific to Canada, we found an article from the Toronto Sun that suggested the North American excitement regarding The Last Part of Us Part II was also relevant to Canada. In fact, this was the only video game we found mentioned in the Canadian press. This validates its inclusion. Although there was no specific information specific to Canada regarding Cyberpunk 2077, we have been able to draw some tentative conclusions on excitement levels surrounding this video game based on the popularity of its star Keanu Reeves, in Canada.

To determine the genres generating the most excitement for 2020, we reviewed the list of the most anticipated releases we had developed from the aforementioned sources. By searching industry publications and gamer forums, we were able to determine a range of different characteristics for each genre. We then applied the characteristics to our list of most anticipated video games. In doing this, we were able to determine the genres that were generating the most excitement. Of note, the two video games generating the most excitement fit into both of the most anticipated video game genres.



Sources
Sources

From Part 02
Quotes
  • "Ubisoft Canada va-t-il l'avoir également sur console éventuellement ? Je trouve cela dommage que ça soit exclusif sur pc (mac). Moi qui apprécie beaucoup Odyssey, cela m'aurait donné une bonne occasion d'y retourner."
  • "Ubisoft bravo la qualité de votre œuvre est remarquable et on peu se le dire vous savez très bien jouer avec le HDR (xboxoneX) . Alors prochaine achat season pass et red dead 2 va rester encore a dormir je crois bien"
  • "For a week, we offer free the pc version of Assassin's creed unity to all those who wish."
  • "Dlc Is fantastic but please fix the keeper of kyros mission glitch I've been pushing this guy for 300m just to beat the dlc it's kinda ruining the experience"
  • "The eagle flying is lost. We need to return him to Assassin's Creed."