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[2013] CGA - Kids and Casual Gaming Around the World

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+ Info: http://www.casualgamesassociation.org/

+ Info: http://www.casualgamesassociation.org/


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  • 1. Kids and Casual Gaming Around the World
  • 2. Objectives & Methods Platform .. .................................................................................. Purchase Intent Co-Play ........................... ................................................... .. ..................................................................................... Monetization . .......................................................... 3 Objectives & Methods 4 9 11 12 At the end of 2012, an online survey was conducted with an international sample of ‘casual gaming families’ ­ — 1000 parents who have children ages 2 to 13 in the household who play casual games at least weekly. New and emerging platforms are increasingly providing novel mediums for children around the world to play casual games. However, surprisingly little is known about kids and casual gaming, particularly from an international perspective. > hildren game on computers C more than any other device. latforms for play change by P age. Younger kids lean toward tablet use, whereas older kids are more computer and gaming system oriented. cross countries and among A mobile devices, the iPad has the highest gaming “conversion” rate (when children have access to it!). cross markets, the computer A or the laptop is the clear most common devices to play casual games on, followed by handheld game players and tablets. ⁄5 of casual gaming parents 3 intended to purchase a new platform for their kids to game on this past holiday season. Global Gaming Across Generations Almost ¾ of parents who have access to a game console play on it with the kids, although Chinese parents prefer tablets to gaming systems. ost parents prefer to let their M kids try games out first with free version of games. alf of casual gaming parents H spend over $10/month purchasing kids games for a game console. The following countries were included in the study: China Germany By casual gaming, we are referring to digital games that are fun and easy to play, for example a mobile app like Angry Birds or Monkey Preschool Lunchbox, playing Solitaire on the computer, an online Social Networking Game like Farmville, or an arcade game like Tetris played on a video game console. Casual games are different than complex games like World of War Craft, Grand Theft Auto, and Portal. 1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands. Mexico 1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands. U.S. Global Gaming Across Generations 2013  Ca s ua l G a m e s A s s o c i at i o n   3 1: USA, Canada, Mexico, Brazil.
  • 3. Access Supporting Data Platform: Access Computers and game consoles reign in the land of kids casual gaming; but mobile is catching up quickly! Overall, children play casual games on computers more than any other device, with 81% of casual gaming parents saying that their children play games on a desktop or laptop. Game consoles follow behind, although not as closely as one might expect at 62% for consoles and 44% for handheld consoles. This is an issue of access. kids who have access to the devices, they are Of most likely to game on computers, game consoles and handheld game consoles, with just over 80% of kids using those devices for gaming if they have access to them. Global Gaming Across Generations Which of the following devices, if any, do you have in your household? While not as many kids have access to iPads (39%), usage is high amongst the kids that do have access (72%). As access to iPads increases, they are likely to rise in importance in the kids gaming ecosystem. The same is true for iPhones, although to a lesser extent, with 39% of kids having access and 60% of kids with access using them for casual gaming. general for the other mobile devices — aka In other tablets, smartphones, and iPod touches, about half of the kids who have access are likely to use the device for gaming — actually a surprisingly high number! Which of the following devices does your child play casual games on? Household Owns Kids Play Casual Games On 100% 80% 60% 40% Casual Gaming Devices Used by 2-13 Year Olds Casual Games Played on iPad by 2-13 Year Olds 81% China computers U.S. 53% Germany 62% 26% 0% Computer Game Console Smartphone Handheld Game Player iPad iPhone iPod Touch E-reader Tablet Device Mexico 11% 20% 16% game consoles 44% handheld consoles 4 1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands. 1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands. Global Gaming Across Generations 2013  Ca s ua l G a m e s A s s o c i at i o n   5
  • 4. Platform: Frequency Frequency by Age Platforms for Play Change Across Kids: 2-13 yo Assuming the child has access to the device, kids most often play casual games on a computer (31%), followed by a gaming console (19%), a handheld (13%) and then an iPad (11%). Top devices kids play games most often on 31% 13% computers handheld consoles Younger kids play Casual Games more frequently on iPads! Which of the following devices does your child play casual games on most often? 19% 11% game consoles ipad year olds game most often on 2–5 an iPad (37%), followed by a computer (28%), followed by a smartphone (18%). –9 years olds game most often 6 on an iPad (39%), followed by a computer (29%) and game console (28%). 0–13 year olds game most often 1 on a computer (36%), followed by game consoles (31%) and handheld game players (29%). 37% 28% 18% iPad Smartphone 39% 31% 19% Handheld Game Player 13% iPad 11% 29% 28% Computer Game Console Smartphone 7% Learning Tablet 6% E-reader 5% iPhone 5% Tablet Device 2% 10–13 Year Olds iPod Touch 1% 36% Computer Computer Computer Computer 6 2–5 Year Olds 6–9 Year Olds Kid’s Device Preference for Casual Games Game Console 2-5 year olds 6-9 year olds game most often on an iPad 10-13 year olds game most often on a computer Top 3 Devices for Casual Games by Age Computer Computer Of kids who have access to the device, younger kids lean toward tablet use, whereas older kids are more computer and gaming system oriented. Global Gaming Across Generations Game Console iPad Computer iPad Game Console Game Console iPad iPad 31% 29% Game Console Handheld Game Player Game Console Handheld Game Player Global Gaming Across Generations 2013  Ca s ua l G a m e s A s s o c i at i o n   7
  • 5. Platform: Frequency Co-Play Mobile is taking off globally Families are playing together! Almost ¾ of parents who have access to a game console play on it with their kids. Across markets, the computer or the laptop is the clear most common device for kids to play casual games on, followed by handheld game players (for Mexico, US and Germany) and tablets. A country snapshot: Family play is most common on game consoles, with 73% of parents who have access to a console saying they play together on it with their kids. Consoles are followed by computers (69%). It seems consoles are catching up on PCs and laptops in Germany and the US. iPads are really popular in China with 1/4 of our respondents choosing them as their child’s most used device for casual gaming. 1. ame consoles are the most used G device for German, Mexican and U.S. parents to play with their children, while Chinese parents favour tablets. Not surprisingly, it is less common for families to play together on mobile devices, however over half of parents (53%) report playing on their iPads with their kids. Smartphones are most used in Mexico with 13% of our sample’s kids playing games on their phones most often than other devices. 1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands. Devices Most Used By Kids 2-13 Years Old Mexico China China Global Gaming Across Generations 1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands. 2. The classic computer or laptop ranks #2 for co-play in all 4 markets. 3. laying games on an iPhone or a P smartphone also ranks high with parents and their children. On which of the following devices do you play together with your kids? 1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands. 80% Germany Mexico 25% 13% ipad smartphones 70% 60% 50% 40% 1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands. co, Brazil. alia, Korea. e, Italy, Germany. , Netherlands. U.S. 1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands. 30% 20% computers are most common 8 1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands. 1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands. 10% 0% Game Console Computer iPad Tablet Device Handheld Learning Game Tablet Player iPhone Smartphone E-reader iPod Touch Global Gaming Across Generations 2013  Ca s ua l G a m e s A s s o c i at i o n   9
  • 6. co-play Purchase InTENT Supporting Data Global Gaming Across Generations Purchase Intent 25% 20% 15% Which platform(s) are you most 10% likely to purchase for your children? 5% 0% Global Interest In Handheld Wii U PlayStation Devices X-Box Nintendo Wii PlayStation Global Interest In Consoles 3Ds 25% 20% 15% 15% 10% 10% 5% 5% 0% X-Box Nintendo 3Ds Wii PlayStation Vita Wii U PlayStation Kinect 0% A country snapshot: Purchase intent is about equal between mobile devices and traditional gaming platforms. iPad Learning Tablet Tablet Smartphone iPhone Device iPod Touch 25% Platform Interest By Country China Germany Mexico United States Total 20% 40% 15% 35% 10% 30% T op of Chinese parents’ list are tablets (iPads – 40% and learning tablets – 34%). parents who do intend to purchase a Of new casual gaming device, the most popular devices are X-box (23%), iPad (22%), and kids learning tablet (21%). Parent’s Purchase Intent 1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands. In Germany, parents seem to be more inclined to buy gaming platforms for their children this year with the Nintendo 3DS being top of the list (27%). 1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands. 25% 20% 5% 25% 0% Kinect Almost 60% of ‘casual gaming parents’ intend to purchase a new platform or device for their children to play casual games on this holiday season. 25% 20% Vita 3/5 of casual gaming parents intend to purchase a new platform for their kids to play games on when purchasing gifts. iPad Learning Tablet Tablet Smartphone iPhone Device The Nintendo 3DS is the #1 most wanted gaming platform in the US this holiday season (27%) but parents are also looking to buy learning tablets (23%) 15% iPod Touch 20% G aming platforms are the most desirable devices for Mexican parents, with the Xbox and Kinect sharing the top spots. 10% 5% 15% 0% 10% X-Box iPad kids learning tablet 1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands. 5% 0% 10 X-Box iPad Learning Tablet Nintendo 3DS Tablet Device Wii Global Gaming Across Generations 2013  Ca s ua l G a m e s A s s o c i at i o n   11
  • 7. Global Gaming Across Generations Monetization And the monetization winner is… Try it before buying it! When asked to rank their interest in different ways to purchase casual games for their children, parents prefer to let their kids “try it out” first with a free version. The way to their wallet or Brieftasche or cartera or Mean of Top Ranked Purchasing Preferences (per 10 responses) Chinese and Mexican parents have similar interest in purchase options, and seem to be the most willing to pay for casual games. About 2/3 are likely to get their child a free version and then upgrade later. About 1/2 are likely to buy a full, ad-free version. 10 9 8 Subscriptions, which ironically have been a stalwart in the kid’s gaming space, are actually the least liked model by parents. 60% 7 50% 6 40% 5 4 30% 3 1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands. 20% 2 10% 1 0 A free Buy the Free version version with full version, then upgrade advertising advertising-free Purchase a subscription 0% A free version with advertising Chinese and U.S. parents are the most advertising accepting, with 2/5 of version saying Buy the Free parents Purchase athat they are likely full version, then upgrade allow) ad-supported games to get (or subscription advertising-free for their kids. 1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands. 1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands. 10 Purchasing Preferences in Top 3 9 8 60% 7 1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands. NOTE: All %s are for Top 3 box on a 0-10 scale from “not at all likely” to “very likely”. 50% 6 The U.S. parents seem to mostly want to start with a free version, no matter what. 1/2 start with a free version and then upgrade. 2/5 are likely to have the free version that includes advertising. German parents, overall, are less likely to want to pay for casual games and are the most advertising averse. For those that will pay, they are most likely to buy the full version of the game without ads (45%). A full ¼ of German parents are not interested in games with advertising for their children at all; and over ½ refuse to even consider a subscription. 40% 5 4 30% 3 20% 2 10% 1 0 12 A free Buy the Free version version with full version, then upgrade advertising advertising-free Purchase a subscription 0% A free Buy the Free version version with full version, then upgrade advertising advertising-free Purchase a subscription Global Gaming Across Generations 2013  Ca s ua l G a m e s A s s o c i at i o n   13
  • 8. Monetization Monthly Spend Half of casual gaming parents spend over $10/month purchasing kids games for a game console Most Popular Device for Each Spend Category gaming console over $10 ipad under $10 Global Gaming Across Generations Parents were by far the most likely to spend over $10 last month on game consoles (51%), followed by handheld game players and learning tablets. This is not surprising, as games for these devices are the most expensive. 26% of parents spent over $10 last month purchasing games for an iPad, which is quite high considering the average price of a kids game is likely $2 or under. Interestingly, of parents whose kids do play casual games, they are most likely to have spent $0 games for smartphones (58%) and computers (48%), indicating that kids may be playing more free games on these devices. On average, how much did you spend last month purchasing games for your children for each of the following devices? Spending Patterns by Device Zero Under $10 Over $10 100% 80% 60% 40% 20% 0% Game Console Handheld Game Player Learning Tablet iPad Computer iPod Touch Tablet Device iPhone E-reader Smartphone Percentage of Kids Playing Who Do Not Spend Any Money On Games by Device 48% 43% 40% iPhone 36% Handheld Game Player 14 Computer iPod Touch zero 58% Tablet Device computer Smartphone 35% Learning Tablet 34% E-reader 31% Game Console 24% iPad 22% Global Gaming Across Generations 2013  Ca s ua l G a m e s A s s o c i at i o n   15
  • 9. About the Casual Games Association When it comes to the health of your business, the more things that work together, the better. Which is why the Casual Games Association is a critical portion of the success of your company and the industry as a whole. It means that you and your team have access to cutting edge educational resources and are connected to thousands of other game industry professionals, members of the press and service providers around the globe. Learn more at http://www.casualgamesassociation.org/ For press inquiries, please email jessica@casualgamesassociation.org Learn more about the games industry with the best speakers, networking, lectures and data to help you succeed in a crowded market at Casual Connect Europe: Feb 11-13, 2014 Casual Connect Asia: May 21-23, 2013 Casual Connect USA: July 30-Aug 1, 2013 Casual Connect Kyiv: October 23-25, 2013