Yandex online gaming_category_overview

Online Gaming Category Overview
Yandex International Business Development
ussales@yandex-team.ru
+1 857.288.8762
uksales@yandex-team.ru
+44 020 3291 3306

Segment Volumes
ü  Query dynamics
ü  User interest growth in regions
ü  Category growth forecast

3
1,332,749,976
1,564,292,889
+18%
0
20
40
60
80
100
120
140
160
180
2012 Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb
MillionsofSearchQueriesSearch queries in Gaming category increased by 18%
Yandex data, March 2014, Geo - Russia
Comparison Period: Mar’12 - Feb’13 and Mar’13 - Feb’14.
Search queries in Gaming Category

4
Fastest growth came from areas outside Moscow & St Petersburg
Over the last 12 months the number of queries on online gaming increased:
•  In
Moscow
and
St-‐Petersburg
by
15%

•  In
Russian
regions
(except
Moscow
and
St-‐Petersburg)
by
23%;

•  In
CIS-‐countries
(except
Russia)
by
37%.

0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
200%
Russia (except Moscow and St-Petersburg)
CIS
Moscow and Saint-Petersburg
GrowthinQueries
Search queries in Gaming Category

5
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Spring 2012 Summer 2012 Autumn 2012 Winter 2013 Spring 2013 Summer 2013 Autumn 2013 Winter 2014
Russia (except
Moscow and St-
Petersburg)
Moscow and
Saint-Petersburg
Overall share of queries is decreasing in big cities
72% 74% 73% 74% 75% 75% 73% 75%
28% 26% 27% 26% 25% 25% 25%27%
Share of Search Queries: Cities vs Regions
ShareoftotalQueries

6
Winter is peak season for gaming queries
0
50
100
150
200
250
300
350
400
Spring 2012 Summer 2012 Autumn 2012 Winter 2013 Spring 2013 Summer 2013 Autumn 2013 Winter 2014
MillionsofSearchQueries
Russia
CIS
Seasonality of Gaming Search Queries: Russia vs CIS

7
Solid query growth forecast through 2014 and 2015
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
2012
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2013
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2014
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
2015
Feb
Mar
Apr
May
Jun
Jul
Aug
Queries
Forecast for Gaming Query Growth

ü Most popular games genres
ü User interest growth in genres
ü Interest towards MMO games
Online Games by Genre

9
Action, Shooter and Adventure games dominate
0
5
10
15
20
25
30
35
MillionsofQueries
Action
Shooter
Adventure
RPG
Simulation
Strategy
Arcade
Fighting
Logical
Slasher
Online board games
Monthly Search Queries by Gaming Genre

10
Action, Shooter and Adventure make up almost 75% of interest
The main interests of users are
divided among three genres. The
interest in genre is heavily driven
by specific branded titles.
For example, these titles
exemplify the top categories:
•  AcEon
–
World
of
Tanks

•  GTA
Shooter
–
Counter

Strike,
Warface,

•  Adventure
–
MinecraP

Generic queries for the most
popular genres make up no more
than 3-7% of the total volume.
25%
22.1%
22.4%
10.4%
10.3%
6.5%
3%
1.5%
0.7% 0.6%
0.2%
Action
Shooter
Adventure
RPG
Simulation
Strategy
Arcade
Fighting
Logical
Slasher
Online board games

11
Strong growth is seen in many of the genres
Dynamics by percent. Adventure increased by 69%, mainly from the growth of
interest in the game Minecraft. Interest towards RPG fell by 6% due to the decreased
interest by generic search toward mmorpg, but also a reduced interest in the games
WOW и Lineage. However, there is a tendency of growing interest in mmorpg –
Archeage.
Mar 2012 – Feb 2013
Mar 2013 – Feb 2014
+69% +7% +25%
-6% +7%
+44%
-3%
+10% +18% -21% +6%
0
50
100
150
200
250
300
350
Adventure Shooter Action RPG Simulation Strategy Arcade Fighting Logical Slasher Online
board
games
MillionsofQueries
Annual Query Growth by Gaming Genre

12
Absolute annual query growth by Gaming Genre
-8,324,391
-2,103,618
-1,466,399
165,303
1,405,008
1,599,266
7,798,090
16,926,087
24,648,065
54,067,686
113,638,680
-20,000,000 - 20,000,000 40,000,000 60,000,000 80,000,000 100,000,000 120,000,000
RPG
Slasher
Arcade
Online board games
Logical
Fighting
Simulation
Shooter
Strategy
Action
Adventure

13
MMO Action is the largest and fastest growing area
The most popular type of Massively Multiplayer Online Games is MMO Action,
representing games like World of Tanks, World of Warplanes, War Thunder.
-
2
4
6
8
10
12
14
16
18
MillionsofQueries
MMO ACTION
MMOFPS
MMORPG
MMORTS + MOBA
MMORG
Search Queries per MMO Theme

ü TOP online games
ü Browser vs Client games
ü Online games popularity by platforms
ü Online games popularity by contribution
model
Online Games

15
0
2
4
6
8
10
12
14
16
World of Tanks
Counter Strike
Warface
Dota
World of Warcraft
ArcheAge
Call of Duty
Fallout Online
Battlefield
Lineage
World of Tanks is by far the most popular MMO game
Search Queries by MMO Game Title

16
World of Tanks is also most popular Action game
0
2
4
6
8
10
12
14
16
World of Tanks
GTA
Thief
War Thunder
Batman
Hitman
World of Warplanes
Castlevania
Prince of Persia
Dishonored
Search Queries by Action Game Title

17
Shooter Titles: Counter Strike is most popular, but Warface is
growing quickly
0
1
2
3
4
5
6
7
8
9
Counter Strike
Warface
Call of Duty
Battlefield
Far Cry
Crysis
Saints Row
Half-Life
Resident Evil
Left 4 Dead
Search Queries by Shooter Game Title

18
Minecraft dominates the Adventure category
0
5
10
15
20
25
Minecraft
Assassin's Creed
The Last of Us
Darksiders
Watch Dogs
Overlord
The wolf among us
The Walking Dead
Mirror's Edge
Machinarium
Search Queries by Adventure Game Title

19
PC games dominate the online gaming market
PC games
Mobile games
Console games
Search Queries by Platform for Online Games

20
Free-2-Play and Buy-2-Play revenue models dominate
Free-2-play (World of Tanks, Counter Strike, Dota)
Buy-2-play (Minecraft, GTA Online)
Pay-2-play (World of Warcraft, Diablo, EVE)
Group «Freemium» mainly consists of games for mobile platforms
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000
Free-2-play
Buy-2-play
Pay-2-play
Freemium
Queries
Search Queries by Revenue Model for Online Games

Search Patterns
ü  Various writings of games’ titles
ü  Queries for gaming-related terms

22
Search Query Behavior of Online Gamers
55% of users’ queries for online games are in Russian.
The other 45% use queries in English.
Only 55% of queries include the original title of online game.
45% of queries include slang, abbreviations and short titles.
23.7%
31.3%13.5%
13.2%
16.4%
1.8%
Full original title (e.g. "World of Tanks")
Full original title, written in Russian (e.g. "Контр Страйк")
Abbreviations in Russian (e.g. "ГТА")
Abbreviations in English (e.g. "GTA")
Slang (e.g. "Контра")
Game title with misprints

23
Queries made by users searching for gaming-related terms
53% of queries represent various writings of game titles. 47% are inlaid
queries, including exact user intent.
39.9%
21.9%
13.7%
12.2%
9.4%
2.0%
0.6%
0.3%
Installation, downloads, clients
Learning, lets-play, giudes, videos, cheats
Updates, patches, mods
Registration, servers
Gaming universe: other (maps, skins, weapon etc.)
Additional interest (screenshots, wallpapers, music etc.)
Gaming universe: heroes (abilities, experience, level up)
Gaming universe: social (races, clans, guilds)

Competitive landscape
✓  Category Leaders’ Click Share
✓  Click Share – Search vs. Content Sites
✓  Click Share by Regions
✓  Average CPC (dynamics)
✓  Average CPC (by position)

25
Paid Click share performance for Gaming Advertisers
In Q1 2014 – 49% of total click volume in category was drawn by TOP-3
advertisers.
26%
48%
31%
Search Content sites Direct - all sites
Clicks (Q1 2014)
15%
7%
10%
7%
12%
7%
Top-3 advertisers
Other advertisers

26
Paid Click Share – Search vs. Content Sites
Search clicks
Content sites clicks
Click share

In Q1’2014 clicks from content sites made 22% of total click volume.
22%

27
Paid Click Share – Search vs. Content Sites
Search
Online games
Content Sites
Online games

28
Paid clicks by Keyword strategy
Brand awareness plays an important role in the success of CPC campaign in
category. Brand keywords clicks share reaches 70% of all clicks for TOP
advertisers.
71%
16%
11%
1%
Branded keywords
Generic keywords
Retargeting
Keywords on competitors

29
Paid click share by location
14%
5%
81%
Click share (March 2014)
Moscow St-Petersburg Regions
0%
20%
40%
60%
80%
100%
Oct Nov Dec 2014 Feb Mar
Online games
Moscow St-Petersburg Regions

30
Average СРС for Online Game Category
CPC
Online games

31
Average СРС Trends
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2014
2013
2012

32
Average CPC (by position)
Oct Nov Dec 2014 Feb Mar
Online games (premium) Online games (guaranteed/dynamic)

33
Thank you!
Yandex International Business Development
ussales@yandex-team.ru
+1 857.288.8762
uksales@yandex-team.ru
+44 020 3291 3306

Yandex online gaming_category_overview

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