Where have all the GameStar readers gone
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Germany’s biggest PC gaming magazine GameStar has lost more than 200.000 readers over the past years. But the gamers have not vanished, they just gather at different places. And these places are often overseen or even ignored by most market attendants. An inside view into the games media industry and into the heads of gamers with some surprising facts and figures.
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Where have all the GameStar readers gone
- 1. Where have all the GameStar-readers gone? And what that means for the games industry.
- 2. Why is he talking about this? Heiko Klinge, Editor-in-chief Making Games • Playing Games since the age of 5 • Writing for GameStar since November 2000 • Founding /GameStar/dev (which later became Making Games) in August 2005 • Responsible for all B2B-Activities of IDG Entertainment since 2008 • A guy who loves playing games and therefore thought, that he‘s still young (at least at heart)
- 3. GameStar: Sold copies 2005 – 2013 0 50000 100000 150000 200000 250000 300000 350000 20051 20053 20061 20063 20071 20073 20081 20083 20091 20093 20101 20103 20111 20113 20121 20123 20131 GameStar PC Games Heiko Klinge, Editor-in-chief Making Games
- 4. What the f*ck has happened????? Heiko Klinge, Editor-in-chief Making Games
- 5. Age of GameStar-Readers in February 2009 0,0 1,0 2,0 3,0 4,0 5,0 6,0 7,0 8,0 Prozent Alter Altersverteilung in Prozent Heiko Klinge, Editor-in-chief Making Games
- 6. Age of GameStar-Readers in April 2013 Heiko Klinge, Editor-in-chief Making Games
- 7. And what about him? Heiko Klinge, Editor-in-chief Making Games
- 8. Online? Yes, but … Visits Heiko Klinge, Editor-in-chief Making Games 4000 6000 8000 10000 12000 14000 16000 18000 20000 PC Games PCG HW Spieletipps GameStar 4Players Computerbase GameStar Computerbase Spieletipps PC Games PCG HW 4Players
- 9. How we found out … Heiko Klinge, Editor-in-chief Making Games
- 10. How we found out …
- 11. How we found out … Heiko Klinge, Editor-in-chief Making Games
- 12. The logical consequence … Heiko Klinge, Editor-in-chief Making Games
- 13. YouTube: »Biggest YT-Network in Germany. No. 22 worldwide« Video Views (YouTube Analytics) 147 Channels 6,125 Mio. Subscribers 118 Mio. Video Views (p.m.) >1,9 Milliarden Video Views (ytd) GameStar & Friends Heiko Klinge, Editor-in-chief Making Games
- 14. And no, it isn‘t just Core- and AAA-Games Heiko Klinge, Editor-in-chief Making Games
- 15. And no, it isn‘t just a media thing Heiko Klinge, Editor-in-chief Making Games
- 16. Young Gamers want their game (not games in general) Battlefield 3 on gamestar.de: • 31 Features and Articles • 699 News • 104 Videos (51 Editorial Videos) Drakensang Online on gamestar.de: • 8 Features and Articles • 22 News • 13 Videos (5 Editorial Videos) Heiko Klinge, Editor-in-chief Making Games
- 17. Young Gamers want their information on demand Wikia • 50,000+ VIDEO GAME WIKIS • 3M AVERAGE GLOBAL MONTHLY CONTRIBUTIONS • 2.8M GLOBAL AVERAGE DAILY VISITORS • 556M GLOBAL PAGE VIEWS Heiko Klinge, Editor-in-chief Making Games
- 18. Young Gamers want their information on demand Heiko Klinge, Editor-in-chief Making Games
- 19. Young Gamers want their information to be mobile Heiko Klinge, Editor-in-chief Making Games
- 20. Mobile is catching up quickly IDG Entertainment (apps + mobile sites): • ~ 3,1 Million Visits (04/2013) • More than 6,4 Million Page Impressions (04/2013) • Agof Mobile Facts 2012-II: 162.000 Unique Mobile User! • But: It‘s not an »And«, it‘s an »Or« Heiko Klinge, Editor-in-chief Making Games 0 1000000 2000000 3000000 4000000 5000000 6000000 7000000 Apr 12 Mai 12 Jun 12 Jul 12 Aug 12 Sep 12 Okt 12 Nov 12 Dez 12 Jan 13 Feb 13 Mrz 13 Visits PI
- 21. Young Gamers want to see (instead of reading) Heiko Klinge, Editor-in-chief Making Games
- 22. Young Gamers want to see (instead of reading) Heiko Klinge, Editor-in-chief Making Games
- 23. Young Gamers want entertainment Heiko Klinge, Editor-in-chief Making Games
- 24. Young gamers DO entertainment! Heiko Klinge, Editor-in-chief Making Games
- 25. And yes, even game developers can be entertaining Heiko Klinge, Editor-in-chief Making Games
- 26. Young gamers want personality Heiko Klinge, Editor-in-chief Making Games
- 27. Young gamers want to be in touch ~ 11 Tweets 1 Blog Post Every Day! Heiko Klinge, Editor-in-chief Making Games
- 28. And what does that mean for IDG? Print 2010 Online 2010 Heiko Klinge, Editor-in-chief Making Games
- 29. And what does that mean for IDG? Heiko Klinge, Editor-in-chief Making Games Print 2013 Online 2013 GamePro Apps mobil.gamestar GameStar & GamePro iPad App Mobile 2013 GameStar Apps GamePro Playmassive GameStar Playnation making games Onlinewelten Gronkh Making Games iPad App
- 30. And what does that mean for you? • Invest in marketing and community management! ASAP! • Find your Bill Roper … or Olliver Heins • Get out there and get popular • Use every single communication channel • Choose the right platforms • Use the media … but do it in a smart way • Long term content instead of short term PR news • Get in touch with your audience • Stay in touch with your audience • Deliver content, not only games • Be honest to your customers • And most of all: Stay true to yourselves • (You still need a good game though) Be a person, be a brand … be a hobby, be everywhere Heiko Klinge, Editor-in-chief Making Games
- 31. Our Takeaway: High5 – now on YouTube Heiko Klinge, Editor-in-chief Making Games