The Interactive Games & Entertainment Association represent game publishers and distributors in NZ and Australia, and are supporters of NZGDA and GDAA too. Each year they commission Bond University to do a survey of game playing in NZ and Aus, which well and truly dispels the stereotype of gamers being teenage boys.  The last survey in July 2011 interviewed 846 NZ households.

The report found that:

• The average NZ gamer is 33
• 47% of game players are female, and that both genders enjoy a wide diversity of game genres
• 93% of Kiwi households play games. Of those, 51% have consoles, 38% play games on mobiles and 9% on tablets.
• 72% of gamers are adult (over 18)
• PC and console gamers play mainly for fun (29%) and relaxation (27%); mobile gamers play mainly to pass the time (50%).
• Playing habits are moderate with 69% playing for up to an hour at one time and only 3% playing for five or more hours in one sitting.
• 58% of all gamers play either daily or every other day.
• Of parents who play games, 90% play with their children.
• 92% of parents who play computer games themselves use them to help educate their children.

The full report is the most detailed public info on the games market in NZ - useful stuff for your game's business plan and marketing plan.