5. Mobile Gamers per Country
Phone & Tablet Gamers and Share of Paying Gamers (aged 10 to 50)
US UK GER FR BE NL IT ES RU BR TUR POL AUS
# mobile gamers
aged 10 - 50 96M 22M 21M 14M 2.0M 4.0M 11M 12M 26M 27M 15M* 7.5M* 7.1M
share of
all gamers 69% 79% 68% 62% 53% 62% 69% 77% 70% 71% 69% 68% 65%
A small but growing share of
mobile gamers spends money
Non-Paying Mobile Gamers
In growth markets
such as Turkey the
share of male payers
is highest: 70%
33% 38% 35% 37% 34% 35%
Paying Gamers
22M 30% 3.8M 31% 10M 5.2M
32M 6.3M 23% 22% 3.8M 25% 28% 2.5M
20% 2.1M
3.2M 0.8M 6.4M
0.4M
Source: Newzoo , September 2012 Consumer Research * Source: Newzoo, March/April 2012 Consumer Research Data 5
6. Indie Development
Graphics – Confetti Games
Platforms - Supercell
Genres – Red Robot Labs
Accessible Tools
6
9. Kids and Games
Kids are quickly adopting mobile devices as a preferred
game platform.
• Kids are engaging with multiple screens simultaneously
• Not just at the PC, but on the living room couch as well
• Mobile devices are changing the way kids engage with their games
MOBILE PHONES:
• 64% - kids have mobile phones
• Girls are playing more on mobile devices than boys
TABLETS:
• 45% - kids have played games on a tablet
• 79% - play on an iPad
1. Kids influence over 75% of video game purchases
2. Over 93% say they play games online
9
Source: Kidsay, M2 Research
10. Kids and Games
Boys: 8-11 Boys: 12-15
Girls: 8-11 Girls: 12-15
10
Source: Kidsay
11. Women and Games
• More women playing games = 47% in US
• They are playing on mobile devices = 60%
Big Fish> Texas Hold’em Revenue – 65% women
As an industry –
1. Women currently comprise less than 15% of game development
2. More opportunity to market and support them as consumers
11
Sources: ESA, EEDAR, BigFish, Game Developer Magazine
13. Monetizing Methods
November 2012
iOS – 77% Free There are over 35
Android – 91% Free companies focused on
monetization
• In game currency
• Micro-transactions
• Ad-based
• Offer exchange
• Subscriptions
• Gamification style rewards
13
14. Player Engagement By Country
14
Source: Playnomics, Player Engagement Study, Q4 2012
15. Trends and Future
• Benchmarking and Analytics more important
for monetization:
– A/B testing getting serious
• Getting it rights means big money
• More start-ups dedicated to either measuring
or improving monetization
• Software providers getting in the act
– DeNA MOBAGE, Unity Union, Activision (use of
swrve).
15
17. Mechanics – Non Gaming
Gameplay
Transparency
Infinity
Competition
Virality Creativity
Sharing Strategy
Social networking Self-Education
Referrals UGC
Rewards Communication
Scores Feedback
Leaderboards Self-Expression
Prizes
Gamification is more about user interface and engagement 17
18. Gamification
Total Market in 2012 = $242 million
• Up 150% from 2011
• Consumer market – 62%
• Enterprise market – 38%
18
20. Engagement Loyalty Virality Commerce
Unique 100-150% Repeat 150- Social 250%+ Purchase 100-150%
Visits Visits 200% Interactions
Page Views 100-150% Referrals 250%+ Social 250%+ Virtual 100-150%
Shares Goods
Time on 100-150% Recruits 250%+
Site
What will resonates beyond the hype:
1. Dedicated budgets
2. Audience research and testing
3. Support engagement at the development level
4. An understanding of game design and theory
20
Source: M2 Research - Gamification Metrics Survey, June 2012
21. Thank you!
wanda@m2research.com
Please email me for a copy of this
presentation
21
Hinweis der Redaktion
Mobile – platformsMarkets – user segmentation, geography, demographics
Mobile market - $9 billion with 34% growth
US has the highest number of mobile gamersUK has the highest percent of paying players Germany has the lowest percent of paying players
Independent Studios continue to push the envelope on mobile* Graphics: Confetti Games – Blackfoot Blade using Ivy Bridge processors, propriety particle system, terrain rendering * Platforms:Supercell -is one of the most successful company – Clash of Clans and Hay Day making $750,000/day* Genre: Red Robot – Life is Magic, success with location based games and R2 Engine* Tools: more open, more accessible
* M2 Research estimates kids influence 75% of game purchases* 84% bought their phones new* Girls – at least 43% play on mobile devices
** Facebook is the number one site kids say they visit. Kids are sophisticated in their game consumptionDropped Off The List:MyspaceMiniclipNickNeopetsRobloxAdded To the List:SkypeTwitterMinecraftWorld of WarcraftMoshi MonstersStardollTop Video Games brands: Call of Duty, Mario, Halo, Assassin's Creed, Just Dance
Chartboost – In game advertising, just closed $19m in funding Swarm – looking to take over where OpenFeint left off – supports monetization, leaderboards, socialSwrve – realtime feedback on the behaviors of gamers using AB Testing. Just raised $6.25M.Playnomics – quantifies player behavior to find the right monetization mix.Kiip - Allows developers to increase player loyalty by rewarding them at key momentsTapjoy –
Playnomics Data: Data collected from a range of publishers and developers both domestic and international. For the purposes of this report, we sampled data over 30 million players who were active during Q4 of 2012. In performing our analyses, we studied these players across almost 200 million game sessions played and over 5 billion in-game events. The games included in this study were primarily online, social, and casual games and played through various social networks. These games are accessible across a wide range of platforms including PC, tablet and smartphone.Driving Retention for Early Life Cycle PlayersResults: Targeted players who responded to a promotion (A and B) significantly outperformed those of the control group• CTR: 5x higher• Total Cumulative Spend: 87% higher• Average Total Hours Played Per DAU: 28% higher• Average Return Rate: 23% higher
Market more than double from 2011Revenue 1) platform vendor revenue, 2) agency and production revenue and 3) internal development.Consumer - down from 91% in January 2011 ** $151 million Enterprise - up from 9% in January 2011 **$91 million (in millions)2011 - $1002012 - $2422013 -$5222014 - $9802015 - $1,7072016 - $2,830Source: M2 Research
Stand outs include:Samsung Nation USA NetworkRecyclebankNikeKaiserDeloitte