[2012] Casual & Social Games Trend Report

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  • 1. trend report console retail console digital pc/mac retail pc/mac digital casual websites social networks mobile devices mmo games connected TV Online Casual & Social Games Trend Report Key facts on the most popular games market segment © 2012 Newzoo www.newzoo.com games market research
  • 2. Online Casual & Social Games. Key facts on on the most popular games market segment 2011 portfolio US UK Germany France Spain Italy Netherlands Belgium games market research new in 2012 Brazil Mexico Russia China Korea Poland Turkey About this Newzoo Trend Report At Newzoo, we are dedicated to providing the total picture when it comes to the games market. This means we specialize in analyses across platforms, business models and countries. Our Trend Reports take a market segment as starting point and give insight across topics and countries. The facts and figures included in this report are a snaphot of our 2011 research results. Our clients enjoy continuous access to the full data through our Newzoo Data Explorer. Global Time & Money Spend | 2011 Online casual, social and mobile gaming take 49% of time spent and 27% of money. Freeto-play business models are closing this gap. hours/day This reports covers gaming within social networks and on dedicated (casual) game websites such as King.com, Yahoo, Y8, Miniclip, Pogo, BigFish and AddictingGames. An amazing 76% (Europe) to 93% (Asia) of all gamers also plays here. Combined they take 36% of all time spent on games, globally. The online game destinations are often overlooked by press and market analysts, who dedicate their attention to MMO, mobile and social gaming or are caught up in their retail sales legacy. Online casual game destinations attract an enormous and diverse audience and therefore can play a key role as marketing channel for any type of game. The websites have evolved from a purely advertisement-driven business to serious consumer monetization destinations, driven by the uptake of free-to-play business models. For social networks and game websites alike, you need to know the local champions and the profile of their audience to effectively benefit from the traffic. That is one of the things we can help you with. $/year Peter Warman CEO Newzoo, peter@newzoo.com +31 (0)20 6635816 linkedin.com/in/warman Newzoo Trend Report | Online Casual & Social | February 2012 © 2012 Newzoo | www.newzoo.com | 2
  • 3. Free Services in 2012 games market research Global B2B Marketplace & Aggregated Market Intelligence Gamesindustry.com, now 100% free NEW: Gamesindustry.com/blog With >15,000 B2B visitors a month, gamesindustry.com has become a key destination for anyone seeking to expand their international business or career in the games industry. Showcasing your jobs, company, games etc is now completely free and selfservice: www.gamesindustry.com/register Daily updated publications with games market data and investment news, aggregated from across the globe. Smartly tagged. Already >600 articles. 100% focused on market and business intelligence. Black Book Pick up the print version at events or use the e-mag at gamesindustry.com €990/yr to be in. Newzoo Trend Report | Online Casual & Social | February 2012 © 2012 Newzoo | www.newzoo.com | 3
  • 4. Key Take-Aways. 87% of US Gamers plays online Casual or Social Games Online casual & social gaming facts United States 87% of all 145M gamers in the US play games on online casual websites or social networks. Time Share of time 39% 215m hrs/day 126M Online casual or social gamers Money 22% of all 126M online casual or social gamers spends money: 28M Americans $21.5bn 2011E Newzoo Trend Report | Online Casual & Social | February 2012 Share of money 21% games market research Key Take-Aways Online casual and social gaming takes 39% of all 215 million hours spent on gaming each day in the US and 29% of money. Share of time and money is comparable in Asia, Europe and Emerging markets except for the share of money in Europe which is considerably lower: 16% 87% of all 145M US gamers aged between 10 and 65 play on casual websites or social networks. 22% of 126M US online casual or social gamers also spend money doing so. Europeans are less likely to spend money (18%) The share of paying online players is highest in Asia (46%) Only 8% of online casual or social US gamers spends all his or her online game time within social networks. This is higher in Europe (19%) and Emerging markets (15%). 87% of US Facebook gamers also plays games on casual websites. © 2012 Newzoo | www.newzoo.com | 3
  • 5. Time & Money per Market Segment Will the gap between time and money close? US UK US Germany France Spain Italy Europe* Newzoo Trend Report | Online Casual & Social | February 2012 games market research Netherlands Belgium Brazil Emerging* Mexico Russia China Korea Asia* © 2012 Newzoo | www.newzoo.com | 5
  • 6. Online Casual/Social Players and Payers 87% of US Facebook gamers also play on casual game websites US UK US Germany France Spain Italy Europe* Newzoo Trend Report | Online Casual & Social | February 2012 Netherlands Belgium Brazil Emerging* Mexico games market research Russia China Korea Asia* © 2012 Newzoo | www.newzoo.com | 6
  • 7. Key Demographics. More (mid-)core games on “casual” game websites and social networks have increased the share of male paying players. games market research Demographics of Paying Online Casual and Social Gamers US Gender Gender 44% 41% female female Age 56% male male Gender 35% Asia** 40% female female 65% Age 59% Age Gender Europe* Emerging male Newzoo Trend Report | Online Casual & Social | February 2012 Age 60% male © 2012 Newzoo | www.newzoo.com | 7
  • 8. What do online “casual” gamers buy? Uptake of in-game business models higher in Asian/Emerging markets games market research Money spent per business model on casual game websites Germany South-Korea Source: Newzoo 2011 Market Data / Newzoo Data Explorer Newzoo Trend Report | Online Casual & Social | February 2012 © 2012 Newzoo | www.newzoo.com | 8
  • 9. Facebook vs Local social networks Is Facebook enough to support your global social game ambitions? games market research Share of all social gamers that acively uses Facebook Source: Newzoo 2011 Market Data / Newzoo Data Explorer Newzoo Trend Report | Online Casual & Social | February 2012 © 2012 Newzoo | www.newzoo.com | 9
  • 10. Local social networks. Which local champions suit your ambitions best? games market research Share of all gamers using specific social networks Russia China Source: Newzoo 2011 Market Data / Newzoo Data Explorer Newzoo Trend Report | Online Casual & Social | February 2012 © 2012 Newzoo | www.newzoo.com | 9
  • 11. The Mid-Core Market. Sizing and profiling the opportunity. What is mid-core gaming? At Casual Connect Europe, Newzoo gave a keynote on mid-core gaming including an estimate of the size of this “opportunity” that combines an immersive experience and casual gameplay. These game are expected to particularly appeal to the older male demographic between 30 and 50 whose time becomes scarce. 1) The current size of the mid-core market is based on an analysis of people spending money on core genre games on PC/Console AND on casual, social or mobile games. games market research US Europe Mid-core market1) Spend $1.2bn €1.1bn Players 21.6M 24.0M Spenders 13.1M 15.7M Mid-core opportunity2) Spend $280M €260M Players 13.3M 10.2M Spenders 3.2M 3.6M Total Market 2) The growth potential is based on the assumption that mid-core games Share of total market can limit the drop (e.g. 43% in 5.5% Europe) in number of core gamers that occurs in the age group 30-50 23% growth compared to 10-20 year olds. Share of total market $21.5bn €16.5bn 2011E 2011E 6.7% 24% growth The full keynote presentation can be found on www.newzoo.com/keynotes Newzoo Trend Report | Online Casual & Social | February 2012 © 2012 Newzoo | www.newzoo.com | 9
  • 12. A Question of Definition. Online Casual & Social Gaming Because we aim to provide the total picture when it comes to money and time spent on games we maintain definitions of market segments that leave no cracks in between. The key facts presented in this report are based on the scope described below. A question of definition: “Social” Gaming It is hard to find a game nowadays without social features, regardless of genre or platform. When we refer to social gaming in this report we include all games played within the framework of a social network, including “mid-core” games from publishers such as Kixeye and Kabam and the various casino and poker games. Our player and payer demographics therefore skew more male than reported by others, partially driven by the desire to propagate a “typical” female casual and social gamer profile or have a different definition as starting point. A question of definition: Online “Casual” Game Websites We define these game destinations as websites that offer a large portfolio of games and enjoy high traffic volume because of the possibility to play numerous games for free. In that respect the term casual is misleading as this is generally related to a certain game genre. Since the uptake of free-to-play business models in “core-type” online gaming these previously purely “casual” websites have extended their portfolio to cater to this . Consumer revenues provide the growth potential on top of their advertising business model. This is reflected in our data as it shows a growing share of male players and payers. We also include skill-gaming as a genre. Newzoo Trend Report | Online Casual & Social | February 2012 games market research Amsterdam, the perfect city for your game company Four reasons why game companies such as PerfectWorld, Gamania and DeNA have chosen the Amsterdam Metropolitan Area for their European office. ■ Central location in Europe The Netherlands sits nicely and independently in between Europe’s largest markets: the UK, Germany and France and is known to be a perfect test market for new digital media products. ■ Excellent Infrastructure Amsterdam is home to the Amsterdam Internet Exchange, the world’s largest internet hub in terms of both traffic and members ■ Multilingual Workforce Amsterdam has always been very international in terms of people, languages and business. It is also easy to attract talent from other parts of Europe to spend some years in Amsterdam. ■ Financial Framework Many international companies, such as IKEA have set up their financial HQ in the Netherlands Please contact me to see what advantages apply to your specific situation. Annelies in 't Veld Senior Manager Foreign Investments City of Amsterdam | Economic Affairs veld@ez.amsterdam.nl, +31 (0)20 552 3204 © 2012 Newzoo | www.newzoo.com | 3
  • 13. 2012 Newzoo Subscriptions. How can we assist? Download the latest factsheets. 2011 MMO Games Market Report €990 Consumer Research Tracking / Processing Data Console | MMO | PC/Mac | Casual | Social | Mobile AppStores: iPhone | iPad | Mac | Android 2012 clients already include www.newzoo.com/2012 Newzoo Trend Report | Online Casual & Social | February 2012 www.iosdata.com | www.androiddata.com © 2012 Newzoo | www.newzoo.com | 10