Arkadium Social Gaming Monetization Research - Part 1

2012 Arkadium Social Gaming Monetization Research Part 1 – Purchaser Profiles

Research Overview Research Objectives: • Gain an understanding of items that social game players are likely to purchase within games on Facebook • Identify the genre of games that are most likely to monetize the end user • Understand the profile of monetizing Facebook gamer This portion of the research focuses on identifying some characteristics of the social game purchaser. Data Collection: • Web survey (Peanut Labs eRewards) • Audience: US users 18 years and older • Survey length: 48 questions • Survey period: March 30th, 2012 • 1,576 responses Survey Qualifications: • Live in the United States • Be 18 years or older • Have played a game on Facebook6/19/2012 2

Respondent Profile • 986 females, 584 males Age 35% 30% 25% 20% 15% 10% 5% 0% Under 18 18-24 25-34 35-44 45-54 Over 55 •41% have zero children in their household •27% have 1 child •32% have 2 or more children6/19/2012 3

Research Highlights• Social Butterflies – play games with at least 6 friends – 63% have purchased – 33% have spent more than $20 on one purchase• Online Shoppers – spend at least $100/month online – 59% have purchased a gift for a friend (45% overall) and 65% have purchased a gift for themselves (53% overall)• Core gamers – Strategy, RPG and Sports gamers – 62% and 61% of Strategy and RPG gamers respectively have purchased something in a Facebook game vs. 41% of players overall – 45% of Sports gamers typically spend at least $20/month on Facebook games

Social Butterflies• 63% of players that play with 6 friends or more have purchased in Facebook games – 74% of social butterflies are likely to purchase in sim or city-building games – 56% purchase to decorate and personalize

Social Butterflies • Social butterflies are more likely to splurge with purchases of more than $20 • 33% have, v. 24% overall6/19/2012 6

Online Shoppers • Just under 50% of gamers that are also heavy online shoppers have purchased in Facebook games6/19/2012 7

Online Shoppers • 59% have purchased a premium gift for a friend (45% overall) and 65% have purchased a gift for themselves (53% overall)6/19/2012 8

Online Shoppers • 20% spend $50 or more per month (11% for purchasers overall) and 23% budget at least $20 for Facebook games every month – 52% have spent more than $11 on one purchase (44% for purchasers overall)6/19/2012 9

Core Gamers • 62%, 61% and 49% of strategy, RPG, and Sports gamers respectively have purchased something in a Facebook game vs. 41% of users overall6/19/2012 10

Core Gamers • 42% of RPG gamers and 45% of sports gamers typically spend at least $20/month on Facebook games – Pay to unlock content, gain edge or decorate and personalize – Purchase gifts, upgrades, game expansions, and limited time offers6/19/2012 11

APPENDIX - SEGMENTATION DATA6/19/2012 12

Social Butterflies Overall (1,570) Social Butterflies (502) Have you ever purchased something in a Facebook game? Yes 41% 63% No 59% 37% How likely are you to purchase virtual items with real-world money in the future? Extremely likely 25% 30% Very likely 22% 22% Moderately likely 26% 27% Slightly likely 19% 15% Not at all likely 9% 6% Influences to spend real-world money on a Facebook game: (Select all that apply) Unlock story/narrative content 40% 40% Gain edge over competition 44% 45% Game too difficult otherwise 24% 23% Ability to decorate and personalize 51% 56% Influence of friends 16% 18% Which of the following virtual items are you interested in purchasing? (Select all that apply) Score or performance boosters 30% 28% Energy or stamina 35% 34% Gifts 37% 37% Game currency 58% 60% Game expansions or game content 36% 38% Limited time or special offers 35% 40% Holiday items or decorations 30% 35% Upgrades 46% 51% Complete quests or levels 31% 29% None of the above 4% 3%6/19/2012 13

Social Butterflies Overall (1,570) Social Butterflies (502) Type of Facebook games most likely to spend real-world money: (Select all that apply) Simulation or Building (Cityville, The Sims Social, etc.) 69% 74% Strategy (Empires & Allies) 23% 25% Role Playing (Dungeon Rampage, Monster Galaxy) 21% 21% Arcade or Action (Bejeweled Blitz, Mahjongg Dimensions) 22% 21% Casino and Card games (Texas HoldEm Poker) 27% 22% Trivia (Family Feud) 14% 15% Sports 10% 9% Other (please specify) 6% 6% How much real-world money do you typically spend per month on Facebook games? Less than $10 46% 39% $10-$19 26% 26% $20-$49 18% 21% $50-$99 7% 9% $100-$499 2% 3% $500 or more 2% 3% How much real-world money do you typically spend on one purchase in a Facebook game? Less than $1 15% 8% $1-5 37% 32% $6-10 26% 32% $11-20 13% 16% More than $20 8% 13%6/19/2012 14

Social Butterflies Overall (1,570) Social Butterflies (502) What is the most real-world money you have spent on one purchase in a Facebook game? Less than $1 10% 5% $1-5 24% 17% $6-10 23% 26% $11-20 20% 19% More than $20 24% 33% What is your typical budget for real-world money you spend on Facebook games in 1 month? N/A 15% 14% Less than $1 8% 4% $1-5 18% 15% $6-10 20% 19% $11-20 24% 26% More than $20 15% 22% How many Facebook games do you spend real-world money on every month? 1 39% 42% 2 28% 25% 3 11% 12% 4 2% 2% 5+ 6% 7% How long do you typically continue to spend real-world money on a single Facebook game? Only once per game 37% 30% Several days 19% 18% Several weeks 17% 19% Several months 19% 23% Several years 8% 10%6/19/2012 15

Social Butterflies Overall (1,570) Social Butterflies (502) How many are you still playing? All of them 49% 56% Most of them 26% 24% Few of them 17% 14% None of them 8% 6% How long did you play before you purchased something? More than 1 week 67% 70% Less than 1 week 17% 15% Less than 1 day 7% 7% Less than 1 hour 4% 5% N/A 5% 3% What makes you stop spending real-world money on Facebook game? (Select all that apply) Endgame reached/Run out of content 25% 22% Game becomes boring 47% 47% New game has captured your interest 37% 32% Financial reasons 47% 51% Other (please specify) 6% 9%6/19/2012 16

Online Shoppers Overall (1,570) Online Shoppers (518) Have you ever purchased something in a Facebook game? Yes 41% 49% No 59% 51% How likely are you to purchase virtual items with real-world money in the future? Extremely likely 25% 34% Very likely 22% 24% Moderately likely 26% 27% Slightly likely 19% 12% Not at all likely 9% 4% What influences you to spend real-world money on a Facebook game? (Select all that apply) Unlock story/narrative content 40% 46% Gain edge over competition 44% 52% Game too difficult otherwise 24% 29% Ability to decorate and personalize 51% 56% Influence of friends 16% 21% Which of the following virtual items are you interested in purchasing? (Select all that apply) Score or performance boosters 30% 37% Energy or stamina 35% 45% Gifts 37% 48% Game currency 58% 60% Game expansions or game content 36% 45% Limited time or special offers 35% 40% Holiday items or decorations 30% 35% Upgrades 46% 53% Complete quests or levels 31% 36% None of the above 4% 1%6/19/2012 17

Online Shoppers Overall (1,570) Online Shoppers (518) Type of Facebook games most likely to spend real-world money: (Select all that apply) Simulation or Building (Cityville, The Sims Social, etc.) 69% 69% Strategy (Empires & Allies) 23% 31% Role Playing (Dungeon Rampage, Monster Galaxy) 21% 30% Arcade or Action (Bejeweled Blitz, Mahjongg Dimensions) 22% 33% Casino and Card games (Texas HoldEm Poker) 27% 33% Trivia (Family Feud) 14% 23% Sports 10% 13% Other (please specify) 6% 4% How much real-world money do you typically spend per month on Facebook games? Less than $10 46% 28% $10-$19 26% 31% $20-$49 18% 21% $50-$99 7% 13% $100-$499 2% 3% $500 or more 2% 4% How much real-world money do you typically spend on one purchase in a Facebook game? Less than $1 15% 7% $1-5 37% 34% $6-10 26% 32% $11-20 13% 16% More than $20 8% 11%6/19/2012 18

Online Shoppers Overall (1,570) Online Shoppers (518) Most real-world money you have spent on one purchase in a Facebook game: Less than $1 10% 4% $1-5 24% 19% $6-10 23% 25% $11-20 20% 23% More than $20 24% 29% Typical budget for real-world money you spend on Facebook games in 1 month: N/A 15% 7% Less than $1 8% 5% $1-5 18% 14% $6-10 20% 23% $11-20 24% 29% More than $20 15% 23% How many Facebook games do you spend real-world money on every month? 1 39% 34% 2 28% 33% 3 11% 17% 4 2% 3% 5+ 6% 10% How long do you typically continue to spend real-world money on a single Facebook game? Only once per game 37% 22% Several days 19% 25% Several weeks 17% 25% Several months 19% 20% Several years 8% 8%6/19/2012 19

Online Shoppers Overall (1,570) Online Shoppers (518) How many are you still playing? All of them 49% 45% Most of them 26% 33% Few of them 17% 16% None of them 8% 5% How long did you play before you purchased something? More than 1 week 67% 59% Less than 1 week 17% 21% Less than 1 day 7% 11% Less than 1 hour 4% 7% N/A 5% 2% What makes you stop spending real-world money on a Facebook game? (Select all that apply) Endgame reached/Run out of content 25% 33% Game becomes boring 47% 55% New game has captured your interest 37% 45% Financial reasons 47% 39% Other (please specify) 6% 5%6/19/2012 20

Game Type Overall (1,570) Sim Strategy RPG (252) Arcade (661) Casino (534) Trivia (457) Sports (177) Have you ever purchased something in a Facebook game? Yes 41% 48% 62% 61% 43% 46% 46% 49% No 59% 52% 38% 39% 57% 54% 54% 51% How likely are you to purchase virtual items with real-world money in the future? Extremely likely 25% 27% 33% 32% 32% 33% 33% 46% Very likely 22% 21% 23% 28% 22% 24% 25% 26% Moderately likely 26% 26% 23% 25% 26% 25% 22% 13% Slightly likely 19% 18% 17% 10% 15% 13% 13% 13% Not at all likely 9% 7% 4% 5% 5% 5% 7% 2% What influences you to spend real-world money on a Facebook game? (Select all that apply) Unlock story/narrative content 40% 46% 53% 55% 47% 46% 49% 54% Gain edge over competition 44% 44% 59% 60% 51% 52% 58% 71% Game too difficult otherwise 24% 25% 31% 37% 31% 31% 35% 43% Ability to decorate and personalize 51% 57% 54% 58% 61% 58% 56% 60% Influence of friends 16% 19% 27% 29% 24% 24% 24% 30% Which of the following virtual items are you interested in purchasing? (Select all that apply) Score or performance boosters 30% 31% 44% 45% 40% 41% 42% 51% Energy or stamina 35% 36% 48% 47% 44% 43% 44% 52% Gifts 37% 40% 47% 51% 42% 47% 50% 63% Game currency 58% 60% 63% 65% 63% 67% 61% 62% Game expansions or game content 36% 40% 49% 53% 45% 46% 47% 53% Limited time or special offers 35% 38% 48% 54% 46% 42% 46% 54% Holiday items or decorations 30% 34% 36% 44% 36% 35% 36% 48% Upgrades 46% 49% 61% 59% 57% 53% 53% 63% Complete quests or levels 31% 34% 44% 45% 42% 43% 45% 54% None of the above 4% 3% 3% 3% 3% 3% 3% 5%6/19/2012 21

Game Type Overall (1,570) Sim Strategy RPG (252) Arcade (661) Casino (534) Trivia (457) Sports (177) Type of Facebook games most likely to spend real-world money: (Select all that apply) Simulation or Building 69% 85% 66% 72% 72% 67% 71% 67% Strategy 23% 23% 59% 45% 30% 29% 32% 49% Role Playing 21% 22% 38% 69% 27% 29% 33% 45% Arcade or Action 22% 23% 36% 42% 44% 38% 38% 51% Casino and Card games 27% 25% 36% 42% 38% 61% 43% 55% Trivia 14% 15% 25% 30% 21% 25% 38% 40% Sports 10% 9% 18% 20% 15% 17% 20% 59% Other (please specify) 6% 4% 5% 4% 5% 7% 5% 2% How much real-world money do you typically spend per month on Facebook games? Less than $10 46% 43% 39% 32% 41% 37% 37% 34% $10-$19 26% 27% 28% 26% 24% 27% 26% 21% $20-$49 18% 18% 17% 22% 21% 22% 23% 21% $50-$99 7% 9% 10% 14% 9% 9% 10% 17% $100-$499 2% 2% 3% 2% 2% 1% 1% 2% $500 or more 2% 2% 2% 4% 3% 4% 3% 5% How much real-world money do you typically spend on one purchase in a Facebook game? Less than $1 15% 15% 10% 10% 11% 11% 13% 9% $1-5 37% 36% 34% 32% 35% 33% 36% 29% $6-10 26% 28% 30% 28% 32% 32% 31% 32% $11-20 13% 14% 17% 18% 14% 16% 14% 17% More than $20 8% 8% 9% 12% 8% 9% 6% 13%6/19/2012 22

Game Type Overall (1,570) Sim Strategy RPG (252) Arcade (661) Casino (534) Trivia (457) Sports (177) Most real-world money you have spent on one purchase in a Facebook game: Less than $1 10% 9% 8% 8% 9% 9% 11% 6% $1-5 24% 23% 20% 21% 20% 18% 21% 17% $6-10 23% 23% 25% 23% 24% 23% 25% 21% $11-20 20% 22% 25% 25% 22% 24% 25% 29% More than $20 24% 23% 22% 23% 25% 26% 18% 28% Typical budget for real-world money you spend on Facebook games in 1 month: N/A 15% 13% 10% 10% 12% 13% 11% 9% Less than $1 8% 7% 6% 3% 7% 6% 7% 5% $1-5 18% 18% 17% 18% 18% 16% 18% 18% $6-10 20% 20% 23% 21% 20% 19% 24% 21% $11-20 24% 26% 25% 22% 25% 26% 23% 21% More than $20 15% 16% 18% 26% 19% 21% 17% 26% How many Facebook games do you spend real-world money on every month? 1 39% 37% 31% 21% 30% 26% 28% 24% 2 28% 28% 31% 39% 34% 34% 32% 29% 3 11% 11% 15% 16% 13% 17% 15% 16% 4 2% 2% 3% 3% 1% 2% 2% 2% 5+ 6% 7% 9% 13% 10% 11% 11% 20% How long do you typically continue to spend real-world money on a single Facebook game? Only once per game 37% 34% 31% 22% 29% 31% 32% 26% Several days 19% 19% 19% 28% 20% 20% 16% 21% Several weeks 17% 19% 23% 21% 22% 21% 27% 20% Several months 19% 20% 20% 18% 20% 17% 17% 23% Several years 8% 7% 8% 11% 9% 10% 8% 10%6/19/2012 23

Game Type Overall (1,570) Sim Strategy RPG (252) Arcade (661) Casino (534) Trivia (457) Sports (177) How many are you still playing? All of them 49% 49% 48% 44% 50% 48% 45% 49% Most of them 26% 28% 28% 38% 30% 30% 33% 32% Few of them 17% 17% 18% 14% 14% 16% 16% 13% None of them 8% 7% 6% 5% 7% 5% 6% 6% How long did you play before you purchased something? More than 1 week 67% 66% 66% 60% 65% 65% 60% 60% Less than 1 week 17% 17% 17% 21% 19% 19% 19% 21% Less than 1 day 7% 7% 8% 8% 7% 9% 10% 7% Less than 1 hour 4% 5% 5% 6% 5% 5% 7% 8% N/A 5% 5% 4% 4% 4% 2% 4% 5% What makes you stop spending real-world money on a Facebook game? (Select all that apply) Endgame reached/Run out of content 25% 27% 36% 39% 32% 31% 35% 46% Game becomes boring 47% 48% 53% 55% 54% 49% 55% 57% New game has captured your interest 37% 38% 49% 54% 47% 46% 48% 63% Financial reasons 47% 47% 44% 41% 48% 47% 48% 41% Other (please specify) 6% 6% 6% 3% 4% 5% 4% 1%6/19/2012 24

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Arkadium Social Gaming Monetization Research - Part 1

by ArkadiumInc on Jun 19, 2012

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