m2 research: ces presentation - game trends in 2013
DESCRIPTION
Game trends for 2013 will revolve around four key themes: mobile, markets, monetization and mechanics.TRANSCRIPT
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The Power of GamesTrends in 2013
Wanda MeloniM2 Research
CES - Games SummitLas Vegas, January 10 2013
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The Trends in 2013
Mobile Markets
Monetization Mechanics
Engagement
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Mobile
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4© 2012 Newzoo 4Source: Newzoo Mobile Trend Report, October 2012
95M AmericansSmartphone, Tablet or Handheld Console Gamers
Growth of segmentsIn 6 months: March 2012 – September 2012
+9%
+23%
-8%
overlap
Tablets, Handhelds & Smartphones
Market Size = $9 BillionGrowth Rate = 34%
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27M96M
Payi
ng G
amer
s
22M 21M 14M 2.0M 4.0M 11M 12M 26M79% 68% 62% 53% 62% 69% 77% 70% 71%
Source: Newzoo , September 2012 Consumer Research * Source: Newzoo, March/April 2012 Consumer Research Data
33%32M
15M* 7.5M*69% 68%
38%22M 30%
6.3M 23%3.2M
20%0.4M
22%0.8M
35%3.8M 31%
3.8M 25%6.4M
37%10M
69%
34%5.2M
Non
-Pay
ing
Mob
ile G
amer
s
# mobile gamersaged 10 - 50
share ofall gamers
35%2.5M
7.1M65%
28%2.1M
Phone & Tablet Gamers and Share of Paying Gamers (aged 10 to 50)
Mobile Gamers per Country
In growth markets such as Turkey the
share of male payers is highest: 70%
A small but growing share of mobile gamers spends money
BR TUR POLUS UK GER FR BE NL IT ES RU AUS
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Indie Development
Graphics – Confetti Games
Platforms - Supercell
Genres – Red Robot Labs
Accessible Tools
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Markets
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Games now reach more people regardless of age, demographics or geography
Games are Universal
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Kids and Games
Kids are quickly adopting mobile devices as a preferred game platform.
TABLETS: • 45% - kids have played games on a tablet• 79% - play on an iPad
MOBILE PHONES: • 64% - kids have mobile phones• Girls are playing more on mobile devices than boys
• 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
Source: Kidsay, M2 Research
1. Kids influence over 75% of video game purchases2. Over 93% say they play games online
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10Source: Kidsay
Boys: 12-15Boys: 8-11
Girls: 12-15Girls: 8-11
Kids and Games
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Women and Games
• More women playing games = 47% in US• They are playing on mobile devices = 60%
Sources: ESA, EEDAR, BigFish, Game Developer Magazine
As an industry – 1. Women currently comprise less than 15% of game development2. More opportunity to market and support them as consumers
Big Fish> Texas Hold’em Revenue – 65% women
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Monetization
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Monetizing Methods
• In game currency • Micro-transactions • Ad-based • Offer exchange• Subscriptions• Gamification style rewards
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November 2012iOS – 77% FreeAndroid – 91% Free
There are over 35 companies focused on monetization
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14Source: Playnomics, Player Engagement Study, Q4 2012
Player Engagement By Country
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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).
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Mechanics
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Mechanics – Non Gaming
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GameplayTransparencyInfinityCompetition
CommunicationFeedbackSelf-Expression
RewardsScoresLeaderboardsPrizes
ViralitySharingSocial networkingReferrals
CreativityStrategySelf-EducationUGC
Gamification is more about user interface and engagement
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Gamification
Total Market in 2012 = $242 million • Up 150% from 2011
• Consumer market – 62%
• Enterprise market – 38%
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Industry Segmentation
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Engagement Loyalty Virality CommerceUnique Visits
100-150% Repeat Visits
150-200%
Social Interactions
250%+ Purchase 100-150%
Page Views 100-150% Referrals 250%+ Social Shares
250%+ Virtual Goods
100-150%
Time on Site
100-150% Recruits 250%+
Source: M2 Research - Gamification Metrics Survey, June 2012
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
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Thank you!
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