social gaming in latin america (social gaming summit 2011)
DESCRIPTION
TRANSCRIPT
SOCIAL GAMING IN LATIN AMERICA
@diemel
¡HOLA!
Placing Latam in the map
The gamers
The game makers
The conquistador’s quick guide
THIS BIT
REGION OF THE AMERICAS WHERE ROMANCE LANGUAGES (I.E., THOSE
DERIVED FROM LATIN) – PARTICULARLY SPANISH AND PORTUGUESE, AND
VARIABLY FRENCH – ARE PRIMARILY SPOKEN. WIKIPEDIA
580M PEOPLE IN +20 COUNTRIES
205M PEOPLE ONLINE
81.9% REACH SOCIAL NETWORKS
31M SMARTPHONES SOLD IN 2010
FACEBOOK & ORKUT DOMINATE
E-COMMERCE IS EXPLODING
A LOT OF PEOPLE ALREADY PLAYING,
STILL GROWING FAST
TOTAL POPULATION200 MILLION
INTERNET POPULATION41 MILLION
ACTIVE PLAYERS35 MILLION 47% spend money on games
Social Gaming
Casual G
ames
Mobile
MM
Os
Console
PC/MAC B
OX
PC/MAC D
WNLD
BRAZIL ONLY...
300300380320180300220
USD 2,000,000,000 TO BE SPENT ON GAMES IN 2011
SOURCE: GLOBAL COLLECT
2003 2004 2005 2006 2007 2008 2009
1,8863,042
4,885
7,562
10,573
15,645
21,775
B2C E-COMMERCE EXPLODING
1,054% GROWTH
LATIN AMERICA B2C ECOMMERCE TRANSACTIONS IN USD MILLIONS
SOURCE: COMSCORE MEDIA METRIX, FEBRUARY 2010
%42.1%40.1
%30.2
%17.1%15.2
%13.3%11.5
%13.5
%15.6
%13.6
%8.5
%7.8
%5.2
%12.3
%4.4
Latin AmericaMiddle East / Africa
EuropeNorth America
Asia Pacific
SOCIAL NETWORKING & ENTERTAINMENT TAKE THE LION SHARE OF WEB USER’S TIME
SOURCE: COMSCORE MEDIA METRIX, FEBRUARY 2010
Social Networking Entertainment/Games Email
BRAZIL IS FACEBOOK’S 5TH LARGEST COUNTRY
Asia42%
Europe24%
North America14%
LATAM10%
Africa6%
MEA3%
Oceania1%
FASTEST GROWING INTERNET AUDIENCE
Y/Y Growth
+23%
+9%
+12%
+10%
+15%+15% +15%
SOURCE: COMSCORE WORLD METRIX, FEBRUARY 2010
LATAM MARKET FOR VIRTUAL ITEMS 2010
SOURCE: SUPERDATA MARCH 2011
TOTAL MARKET SIZE2010: $ 336M2014: $ 624M
THE BRAZILIAN SOCIAL GAMER
WHICH SOCIAL NETWORKS DO YOU USE?WHICH SOCIAL NETWORKS DO YOU USE? MORE OFTEN?
ORKUT 72% 49%
FACEBOOK 67% 51%
TWITTER 29%91% ARE ON SOCIAL NETWORKS
DO YOU PLAY GAMES?DO YOU PLAY GAMES?
ORKUT 22%
FACEBOOK 23%
MEN 20%
WOMEN 26%
DO YOU PLAY GAMES? (BY AGE)DO YOU PLAY GAMES? (BY AGE)
14-17 31%
18-24 29%
25-34 28%
35-44 19%
45-54 18%
55+ 15%
SOURCE: LIVRA PANELS & ATOMMICA JULY 2011 (4,000 ONLINE INTERVIEWS)
LOCAL CONTENT SEEMS TO BE KEY
25%
50%
75%
100%
Puerto RicoColombia
VenezuelaMexico
ChileAgentina
Brazil
AUDIENCES CONSUME IN THEIR OWN LANGUAGE
SOURCE: COMSCORE CUSTOM ANALYSIS OF PAGE VIEWS BY LANGUAGE
English Local Language Other
PEOPLE WANT TO PLAY IN THEIR OWN LANGUAGE
WHAT LANGUAGE DO YOU PREFER TO PLAY IN? (BRAZIL)WHAT LANGUAGE DO YOU PREFER TO PLAY IN? (BRAZIL)
PORTUGUESE 95%
SPANISH 0%
ENGLISH 5%
TOP THREE GAMES ON ORKUT
1. MINI FAZENDA
2. MEGACITY
3. CAFEMANIA
SOURCE: LIVRA PANELS & ATOMMICA JULY 2011 (4,000 ONLINE INTERVIEWS) / MEERKUT NOV 2011
PEOPLE DON’T PAY AS MUCH
WHAT AND HOW PEOPLE SPEND IN BRAZIL
FROM THE PLAYERS, WHO SPENT MONEY IN LAST 12 MONTHSFROM THE PLAYERS, WHO SPENT MONEY IN LAST 12 MONTHS
ORKUT 18%
FACEBOOK 14%
MONEY SPENT MONTHLY IN MOST USED GAME (IN USD)MONEY SPENT MONTHLY IN MOST USED GAME (IN USD)
$0.5 - $5 19%
$6 - $11 41%
$12 - $16 16%
$17 - $22 8%
$23+ 16%
SOURCE: LIVRA PANELS & ATOMMICA JULY 2011 (4,000 ONLINE INTERVIEWS) / PLAYSPAN
31% IN THE US
Orkut 18%
21%
7%
9%
9%
8%
28%
44%
28%
16%
SMS Debit Card Credit Card Transfer Bank Deposit Prepaid Cards Other
HOW DO THEY SPEND IT?
SOCIAL GAMERS WITH CREDIT CARDSSOCIAL GAMERS WITH CREDIT CARDS
ORKUT 51%
FACEBOOK 64%
SOURCE: LIVRA PANELS & ATOMMICA JULY 2011 (4,000 ONLINE INTERVIEWS)
PAYMENT & MARKETING INFRASTRACTURE / ECOSYSTEM
POOR & COMPLEX
HIGH DECLINE RATES FOR CREDIT CARDS
HIGH COMISSIONS FROM CARRIERS FOR MOBILE
BANK DEPOSIT ABOUT 20%
DIFFERENT TOOLS FOR DIFFERENT COUNTRIES
MARKETING TOOLS UNDERDEVELOPED
THE PROBLEMS
THERE IS (A LOT OF) TALENT AND LOCAL COMPANIES DOING WELL
GAME COMPANIES MAP
HTTP://MEERKUT.COM
MOBILE IS HEATING UP
%10
%20
%30
20072008
20092010
20112012
20132014
2015
SMARTPHONE PENETRATION PER CAPITA IN LATAM
SOURCE: CREDIT SUISSE 2011
SMARTPHONES IN BRAZIL
Games58%
Other apps42%
APPS INSTALLED
Nokia35%
Apple10%Samsung
18%
Blackberry5%
Motorola11%
LG8%
Others13%
SOURCE: GRUPO MOBI / MCCANN 2011
BRANDS
SOME TIPS
NOT A GOOD IDEA TO IGNORE LATAM
LOCALIZE AND HAVING LOCAL CONTENT IS KEY
PEOPLE SPEND LESS, BUT CHEAPER TO BUY
ALTERNATIVE NETWORKS ARE RELEVANT
BRAZIL VS THE REST OF LATAM
CONQUISTADOR GUIDE
WHAT IS ?
WE PUBLISH AND MONETIZE SOCIAL & MOBILE GAMES IN LATIN AMERICA
HTTP://ATOMMICA.COM HTTP://JAMPP.COM
¡GRACIAS! @[email protected]
PHOTO CREDITS
Rio de Janeiro 256 - Adam Reederhttp://www.flickr.com/photos/adamreeder/6321103568/
CRISTO - MARCIOFLEURYhttp://www.flickr.com/photos/marciofleury/4326678706/
Sky - Monkeyatlargehttp://www.flickr.com/photos/monkeyatlarge/16645379/
Mexico Skyline - El Nagualhttp://www.flickr.com/photos/elnagual/66450715/
Craig Bellamy - Shawdmhttp://www.flickr.com/photos/shawdm/84741285/
Hablo Español - peterpunk77http://www.flickr.com/photos/peterpunk/506328470/in/photostream/
Registradora1 - juantiagueshttp://www.flickr.com/photos/juantiagues/5496872192/
N97: Console - bfishadowhttp://www.flickr.com/photos/bfishadow/3591928186/
Sir Dano - Joriel "Joz" Jimenezhttp://www.flickr.com/photos/joriel/2845792224/sizes/o/in/photostream/
Local Heroes - John Spoonerhttp://www.flickr.com/photos/johnspooner/2297191042/in/photostream/