- It's clear to see that games with a well developed online multiplayer component have longer staying power. Games like World of Warcraft and Counter-Strike may be several years old, but still remain very popular. The link between pre-paid subscription to Xbox Live and games with the popular online modes such as Battlefield Bad Company 2 and Modern Warfare 2 is clear, these are titles that drive sales, "says Martin Lindell, an analyst at the Swedish Games Industry.

The number of titles per platform on the multi-format list:
PC: 6
PS3: 6
Wii: 4
360: 3
DS: 1

"Videogames have always been a popular pastime in the States, when compared to Sweden. Now Sweden is almost level with the United States, which presently stands at 83 percent according to TNS NIP/Newzoo," highlighted Martin Lindell, an analyst at the Swedish Games Industry.

The gender split is also pretty even. In Sweden, 84 percent of the men questioned admitted to being gamers, while 78 percent of the women also answered positively. A look at the various genres shows that women prefer puzzles (45%) and social games (39%), while men prefer action (71%), racing (41%) and sport (38%).

In Sweden, it is illegal to conduct studies with children under 15 years old without the parents' consent. The Swedish Media Council however undertook a major survey for their report, Youth & Media 2008 - where 83 percent of children and young persons between the ages of 9 - 16 claim to play videogames.

With recent developments, gaming as a cultural form is almost as big as books and films from the consumer perspective.

The results of the study are reported in the attached pdf as well as presented in the brochure 'Time to play videogames' which can be acquired from: /media/109788/dags%20att%20spela%20dataspel.pdf

About Reflect
Reflect is a research company that specializes in quantitative research and studies. With surveys as an integral tool, they teach companies how to understand their markets, their organization and their business environment.

It is free to use the clip as a means of conveying the merits of PEGI. Either by embedding the video from YouTube or as a mpg file. For the latter contact our office, - contact information can be found under the "about us" tab. The film is also available in other languages such as Finnish, Danish, Norwegian and English.

The youtube clip can be seen here: http://www.youtube.com/watch?v=gl0C8Lbq2vo

With this app, PEGI S.A. wants to make it easier for consumers across Europe to make informed decisions when buying games for children or teenagers. The app features specific search filters to allow users, both online and offline, to search per platform and/or age rating. By showing the age label and detailed additional consumer advice, it provides clear information about the age suitability of a game. Using the content descriptors, it also indicates the main reasons why a particular rating is given to a videogame (eg. bad language, fear, violence, etc.). PEGI ratings consider the age suitability of a game, not the level of difficulty.

"We hope that this free app can give the PEGI system a boost in awareness among consumers, especially parents who buy videogames for children," says Simon Little, Managing Director of PEGI S.A. "It offers quick and direct access to everything you need to know about PEGI and videogame ratings, so there's no excuse not to download it to your iPhone, iPod or iPad."

Download the free PEGI here: http://itunes.apple.com/be/app/pegi/id371439512

This year Ola Strandh, composer and sound designer at Massive, will be presented with SKAP's dramatic music prize for 2010, a scholarship awarded to creators of film music, theatre music, video game music, all of which fall under dramatic music. He has written music for game titles that include: Ground Control, Ground Control 2, World in Conflict and World in Conflict: Soviet Assault.

The compliance was measured against the PEGI labelling guidelines, a document that informs signatories (i.e. videogame publishers) how a PEGI age rating label must be displayed when producing videogame packaging or marketing tools like advertisements, trailers, billboards, etc.

The report shows that advertising compliance in print press is the highest (86,7%), followed closely by tv adverts (82,8%). Online advertising is currently lagging behind (69,3%) although the research also showed that this is often due to technical constraints (e.g. size and frequency of web banners). Non-compliant cases also included adverts that display PEGI age rating labels, but not exactly according to the guidelines (too small in size, too short in duration, etc.)

"PEGI S.A. considers this result a very good start, with room for improvement," says Simon Little, Managing Director of PEGI S.A. "The purpose of the project is not only to show the commitment of the industry to educate consumers about PEGI, but also to create a practical point of reference to improve the labelling guidelines and to set a benchmark for a higher compliance rate in the future."

The compliance criteria were deliberately set very strict. A strong visibility of the PEGI age labels can produce a massive boost in consumer awareness, which remains a crucial component for the success of the age rating system. PEGI S.A. will therefore continue the monitoring on a regular basis.

Download the full report here: http://www.pegi.info/nl/index/id/1086/nid/media/pdf/332.pdf

- With so many successful games over the years, I believe DICE and the Battlefield franchise have achieved a unique status not only within the Swedish video game market, but internationally. Their greatness is so extensive that they may shortly have a gravitational pull of their own," jury chairman Ove Kaufeldt said.

The Game of the Year Award went to Uncharted 2: Among Thieves, an action adventure which sees the hero Nathan Drake is on the hunt for the lost treasure of Marco Polo. The Swedish people were also given the chance to vote for their game of the year in the People's choice award in collaboration with Pricerunner, CDON, GAME and Webhallen. The people chose Call of Duty: Modern Warfare 2 - which won with 23 percent of the votes.

This year, the MDTS Honorary Award went to Heikki Karbing - who ran HK Electronics, one of the most successful importers of games in the 80s as well as accounting for over 70 percent of game sales in Sweden. HK Electronics garnered great success in 1988 with racing classic Out Run, which sold over 20 000 copies following its release on the Commodore 64. In the same year, Karbing's company rose to prominence as the world's best gaming distributor of Activision. For his pioneering work in helping define and spread word of gaming culture as well as his courage to stand up against piracy - Heikki Karbing has been awarded the honorary prize.

Winners from the Swedish Video Game Awards 2010

Swedish Game of the Decade: Battlefield 1942
Justification: September 2002 is a month we will have a hard time forgetting. Sweden went to war and conquered. A new era of progress and success was ushered in within the game development sector, with DICE as the proud flag bearer. For helping firmly establish Sweden on the map and forever changing the online gaming landscape, we recognize Battlefield 1942 as the Swedish Game of the Decade.

Game of the Year: Uncharted 2: Among Thieves
Justification: 2009's game of the year is a dramatic matinee, an adrenaline fuelled action spectacular that's a feast for the eyes and senses. It is a brilliantly scripted adventure that appeals to everyone.

Swedish Game of the Year: Battlefield 1943
Justification: Through the use of feeling and technology, this year's Swedish Game of the Year shows the world that Swedish developed games stand for quality and a love for the gamer who wants to share the experience with others.

Swedish Talent of the Year: Erik Svedäng
Justification: He is a Swedish creator who despite limited resources has received critical acclaim both locally and internationally. In 2009, he became synonymous with interactive poetry in motion and led us through a secret indie garden populated with random meetings - a world we never tire of exploring.

Action Game of the Year: Uncharted 2: Among Thieves
Justification: Its ability to enthral and captivate the player with its superb story, jaw dropping visuals and a leading man whose all action performance is enough to force Indiana Jones into retirement.

Social Game of the Year: New Super Mario Bros Wii
Justification: Without much of an overhaul, the game has been able to retain its retro feeling whilst adding new fun innovations - thus making one of the worlds's acclaimed solo gaming experiences a social gaming pleasure.

Online Game of the Year: Call of Duty: Modern Warfare 2
Justification: For its easy accessibility and depth which offers many possibilities with few limitations. Playing online has never been so rewarding.

Platform Game of the Year: New Super Mario Bros Wii
Justification: It's been proven that old age not only comes with experience, but it also refreshes genres with new innovations - provided lessons are learnt from past iterations.

Portable Game of the Year: Grand Theft Auto: Chinatown Wars
Justification: This game gives a whole new meaning to the word, 'small time crook' because it is a criminally underappreciated portable little gem.

Racing Game of the Year: Forza Motorsport 3
Justification: The higher the speeds and greater the demands, the more precision is needed to create a winner. And rarely has that demand and expectation been matched as in the gaming world's own muscle car.

RPG of the Year: Dragon Age: Origins
Justification: Classic role playing combined with a well crafted adventure in a world of dragons and demons show that when role playing returns to its roots, the genre is hard to top.

Sports Game of the Year: Fifa 10
Justification: Rarely has perspiration stank so little, but meant so much as when 80,000 fans cheer you as a winner.

Strategy Game of the Year: Empire: Total War
Justification: The 17^th century author and satirist, Jonathan Swift was once quoted as saying, 'War!' That mad game the world so loves to play,' it's only when playing this game we begin to understand what he means.

Kids Game of the Year: Scribblenauts
Justification: An educational tool designed to help kids develop an appreciation for words, while guiding them through an immersive gaming experience.

People's Choice Award: Call of Duty: Modern Warfare 2

Special Category:

Launch of the Year: Call of Duty: Modern Warfare 2
Justification: The campaign was successful in generating interest and building up the hype. This resulted in early bookings and culminated in good exposure at both retail outlets and public places -  along with wide PR and a strong presence online makes Modern Warfare 2 the launch event of the year.

Retailer of the Year: GAME
Justification: Creative, good looking, well presented exposure and excellent in-store competence, decent online presence as well as Christmas and summer catalogues dripping with love for gaming makes GAME the retailer of the year.

MDTS Honorary Award 2010: Heikki Karbing
Justification: He headed one of the most successful games import businesses which sold half a million games a year in Sweden and in 1988 was voted the best distributor in the world. For his pioneering work in helping define and spread word of gaming culture as well as his courage to stand up against piracy Heikki Karbing has been awarded the honorary prize.

"Super Mario is one of Nintendo's classic franchises that has maintained a strong tradition in Sweden dating back to the 80s when the NES or 8-bit Nintendo (in geek speak) was launched. That tradition is also reflected in the case of New Super Mario Bros game on the DS, which despite its release in 2006, continues to climb the charts," Martin Lindell, an analyst at Swedish Games Industry highlighted.

If a game sales incorporated all gaming formats and platforms then Modern Warfare 2 would be top having shifted the most copies in 2009, with the game's well documented launch breaking previous release day records. Modern Warfare 2 also achieved record sales on launch day in Sweden.

Top selling games in Sweden 2009:
1. The Sims 3 (PC)
2. New Super Mario Bros Wii (Wii)
3. Modern Warfare 2 (PS3)
4. Modern Warfare 2 (360)
5. Wii Sports: Resort (Wii)
6. Modern Warfare 2 (PC)
7. New Super Mario Bros (DS)
8. Mario Kart Wii (Wii)
9. World of Warcraft: Wrath of the Lich King (PC)
10. FIFA 10 (PS3)
11. FIFA 10 (360)
12. Wii Fit (Wii)
13. Assassin's Creed 2 (PS3)
14. Singstar Abba (PS2)
15. World of Warcraft (PC)
16. Assassin's Creed 2 (360)
17. Little Big Planet (PS3)
18. Wii Fit Plus (Wii)
19. Counter-Strike 1: Anthology (PC)
20. NHL 10 (360)

"It's fun to see so many games continue to sell for several years," says Per Strömbäck, spokesperson for the Swedish Games Industry. "It goes against popular perception that games are simply passing fads"

"Being a Swedish game does not necessary mean it will appeal to the Swedish masses," continues Per Strömbäck. On the contrary, since they are continuously competing for players' attention with the best games from around the world. With this in tow, it is great to see Swedish developers, solidify their positions.

Other games that maintain steady and constant sales are 'play & learn' games for children such as Reader Rabbit, Five ants are more than four elephants and Bamse.

"Children's games continue to be popular with the Swedish audience," concludes Per Strömbäck. "Despite a reduction in games produced, but given these numbers, perhaps we may see renewed focus on child development games in Swedish."

2010 is shaping up to be a bright one for Sweden with several potential global big sellers such as Just Cause 2 and Battlefield Bad Company 2 due for release.

The Swedish best-selling games in Sweden 2009:
1. Battlefield 2 (PC) EA DICE
2. Mirror's Edge (360) EA DICE
3. Battlefield Bad Company (PS3) EA DICE
4. Mirror's Edge (PS3) EA DICE
5. Battlefield Bad Company (360) EA DICE
6. Reader Rabbit (DS) Prelusion
7. Five ants are more than four elephants (PC) SVT Interactive Media
8. Here comes Pippi Longstocking (PC) Gammafon
9. World in Conflict (PC) Ubisoft Massive
10. Mirror's Edge (PC) EA DICE
11. Battlefield 2142 (PC) EA DICE
12. Bamse's Circus (PC) Upside Studios
13. Hearts of Iron 3 (PC) Paradox Interactive
14. The Chronicles of Riddick: Assault on Dark Athena (360) Starbreeze
15. Bamse in Egypt (PC) Upside Studios
16. Bionic Commando (360) Grin
17. Horse and Pony: Riding Camp (PC) Upside Studios
18. Bionic Commando (PS3) Grin
19. Horse and Pony: Box set (PC) Upside Studios
20. Horse & Pony: My first pony (PC) Upside Studios

"Sweden can be proud of the creativity and diversity that permeates the narrative culture in this country. It has been shown to extend across diverse cultural expressions, including computer games. Recognizing the decade's best Swedish game is one of several ways we can show that today, Sweden is a major player in the field," said Maria Tjärnlund, project manager for the Swedish Games Industry.

The Swedish Game of the Decade will be selected by a special jury of experts who have been actively involved in the gaming industry over the past decade.

"Sweden has long been a key player in the global market so singling out one title is no easy task. This is all about huge titles," says Ove Kaufeldt who chairs the jury.

The Video Game Gala 2010, will take place in Stockholm on 18 March.

For more information, history and photos from previous galas check out the gala section.

Swedish game of the year
2000 Five ants are more than four elephants
2001 Ground Control
2002 Headhunter
2003 Battlefield 1942
2004 - (no event in 2004)
2005 The Chronicles of Riddick: Escape from Butcher Bay
2006 Battlefield 2
2007 GTR 2: FIA GT Racing Game
2008 World in Conflict
2009 Mirror's Edge