The p(l)ayers HiPay survey about F2P Players purchase motivations 2013


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In order to give best monetization recommendations possible to its customers, online games publishers, HiPay has realized this survey in partnership with Superdata Research institute, which is specialized in the video games industry.
What is « THE P(L)AYERS » ?
The P(L)AYERS is the first survey which helps to understand gamers purchase motivations. It gives a complete overview about payment in the online games universe.
More than a simple survey, The P(L)AYERS reveals itself as a real tool to help making decisions in the creation or the adaptation of an online game, on all subjects linked to its business model.

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The p(l)ayers HiPay survey about F2P Players purchase motivations 2013

  1. 1. « The P(L)AYERS » Understand Online Paying Gamers Motivations and Purchase Behavior Europe edition
  2. 2. Introduction: Survey Data
  3. 3. HiPay A Hi-Media Company • founded in 1996 • 198 M€ revenue in 2012 • Approximately 500 employees worldwide • # 1 advertising network in europe • Leading online payment provider in europe • One of the leading website publishsers • Publicly traded on the euronext , paris eurolist B HI-MEDIA GROUP IN FIGURES:
  4. 4. HiPay Key Facts • Founded in 2003 • 107 m€ revenue in 2012 • 10 million transactions per month • More than 20 000 active merchants • 50 payment methods in more than 85 countries • Over 100 employees worldwide • Double banking license – payment service provider & e-money issuer
  5. 5. Survey Data The survey was conducted by Superdata research institute. This used for this report was, performed in May 2013, included 1 750 qualified respondents in France, Spain, Germany and the United Kingdom and 32 questions. Respondents were prescreened as F2P online, PC gamers who have made a purchase in the last two months. The questions asked covered three main topics dealing with online gaming: gaming habits, purchase behavior, and payment method use and opinions. Payment Methods and Examples • Credit card: Visa, Mastercard, American Express, Carte Bleue • Pre-paid game card: Ultimate Game Card • Home Phone Billing • SMS payment/Premium SMS payment • Direct mobile phone billing or carrier billing: Zong, Boku or Mopay • E-wallet: Google Checkout, Paypal or Hi-Pay • Cash payments: Western Union or Boleto Bancario • Direct debit or Bank Transfer: Sofortüberweisung, Giropay, iDEAL or ePagado . Terminology & Definitions Game Genres and Examples • MMORPG or multiplayer online battle arena: Allods Online or League of Legends • Action/Adventure MMO: Aion, Rappelz • FPS/First Person Shooter: Ghost Recon Online or Planetside • Social: Farmville or Cityville on Facebook • Strategy MMO: The Settlers Online or World of Tanks • Casual: hidden object, card, or puzzle games like Candy Crush Saga • Virtual world: Habbo, IMVU • Sports: Football Manager If you any questions or remarks regarding this study, please contact us. We appreciate your feedback Methodology
  6. 6. 1-Player Behavior: Who is p(l)aying and how?
  7. 7. F2P online gamer demographics What we know about them? 46% female 54% male Overall European online gamers are split 54% males and 46% females*. However, when analyzing paying gamers only, the group skews male. Looking at gender distribution by country, Spain comes the closest to a 50/50 split with 49.2% males and 50.8% females. They are also the only country analyzed where females outnumbered males. Age distribution is similar across countries with the exception of the UK. Here more than one-quarter of online gamers are 46+, way above the European average for this age category *Source: Entertainment Software Association 2012 PAYING GAMERS PROFILE
  8. 8. Online gamers sample social and casual games All genres played1 Genre played most frequently2 • Social, casual, and MMORPG games have the most absolute players Social, sports and • MMORPG games make up more than half of players dedicated gaming time. But more committed to social, sports and MMORPG games. Strategy 7% Casual 13% Sports 19% 36% 22% 27%29% 18% FPS 6% Action 4.5% 17% 14% 17% Social 21% MMOR PG 18% Virtual 5.5% 1Q: What other types of free-to-play, online games did you play in the past 2 months? Please select all that apply. 2Q: What type of free-to-play, online game did you play most frequently in the past 2 months? Select one.
  9. 9. European online gamers are committed players Frequency of play1 French gamers play the most frequently.. Spain players clock in the least amount of game time frequently. 53 minutes European average daily time spent playing F2P online games. 50% play multiple times per day and average play time is close to one hour. Average play session length (minutes)2 by country 1Q: How often do you play free-to-play, online games? 2Q: When you play free-to-play, online games, how long do you play?
  10. 10. 2-Purchase Behavior: Spending habits & motivation
  11. 11. Germany spends the most, UK the most frequently UK has the highest spend per purchase at 11€, Spain has the least financially dedicated players. Majority of purchase sizes for all countries fall in 1€ to 10€ range. Under 10€ is the ideal pricing range for online gaming purchases. Players prefer to make multiple small buys versus fewer large buys as seen in retail gaming. Spend per purchase1 9,41€Average amount spent per F2P online gaming purchase Average across Europe, 3.6 purchases (per 2 months )under 10€ 1Q: Per purchase, about how much did you spend on buying in-game items or virtual goods in the past 2 months? 2How many purchases of in-game items or virtual goods have you made in the past 2 months? Average Spend and number of purchases2 by country 9,40 € 11,00 € 9,50 € 7,72 € 9,41 € 3,40 4,2 3,5 3,4 3,6 0,00 € 2,00 € 4,00 € 6,00 € 8,00 € 10,00 € 12,00 € France UK Germany Spain Europe Average Purchase Size Number of purchase
  12. 12. Spain and UK online gamers willing to spend earlier • German F2P online gamers wait it out. 27% wait months before making an in-game purchase. • On the opposite end of the spectrum, gamers in Spain and the UK are willing to spend earlier in their playing lifetime. German players hold out the longest before buying. 1Q: About how long did you play before making your virtual goods or in-game items purchase? Purchase timing by country one day couple of days one week couple of weeks one month couple of months
  13. 13. Top reason to buy is sale pricing, rest say competitive advantage is top driver Top two purchase drivers in France, UK and Spain are competitive advantage and extend game session. German gamers motivations are driven by sales and promotional pricing. German gamers more price sensitive than others 1Q: How many purchases of in-game items or virtual goods have you made in the past 2 months? 2Q: What motivated you to buy in-game items or virtual goods in the past 2 months? Check all that apply. Purchase motivation2 Number of purchases1 3 to 5 31% 1 to 2 52% 6 to 10 11% 10+ 6%
  14. 14. Social/casual gamers priorities differ by country When looking at purchase motivation for social and casual games, reasons by country differ , gamers playing the same game type are motivated to spend by different reasons depending on their location. Some similarities between France and Spain exist. Both countries’ players are driven by extending game play and gaining a competitive advantage. Some want more game time, others looking for leverage or more content. 1Q: What motivated you to buy in-game items or virtual goods in the past 2 months? Check all that apply. Note: Social/Casual includes social and casual gamers. Purchase motivation: Social/Casual gamers1
  15. 15. MMO gamers across Europe buy for similar reasons Unlike, casual and social players, MMO players across countries have similar purchase motivations. Top three purchase motivators are the same for each country. Extending gameplay, competitive advantage and sale/promotional pricing push MMO players across Europe to buy. Regardless of location, MMO gamers buy for same top 3 reasons. 1Q: What motivated you to buy in-game items or virtual goods in the past 2 months? Check all that apply. Note: MMO includes MMORPG, MMO Adventure and MMO Strategy gamers. Purchase motivation: MMO gamers1
  16. 16. 3-Payment pressure points: Payment choices
  17. 17. Payment methods vary depending on purchase type Alternative payment methods used more for games vs. other online purchases Payment method used online gaming1 Payment methods used for online gaming purchase differ from those used for non-gaming online purchases. For gaming, consumers are more likely to choose alternative payment methods, such as mobile and prepaid cards. With these purchases, alternative payment methods take share away from credit cards and direct debit. Payment method used online non-gaming2 1Q: Which of the following payment methods did you use most frequently to purchase your in-game items or virtual goods? 2Q:Which payment methods do you use for your non-gaming online purchases (for example: online purchases of books, TV shows or clothing)? Check all that apply.
  18. 18. Payment choice criteria similar across Europe Ease of use, speed, and security most important factors in all countries. The reasons behind payment method choice almost indistinguishable by country. Priorities are the same across Europe despite regional differences in spending and gaming habits. 1Q: Why did you use that payment method for your free-to-play, online gaming purchases? Please select all that apply. 2Q: Why do you find the payment method you selected in the previous question unappealing? Please select all that apply. Some variety in top reasons to avoid certain payment methods. Spain concerned with processing speed (18.2%) and security (34.5%). German gamers avoid unpopular (20.3%) methods. Overspending a concern with credit cards, home phone billing and SMS payments. Reasons to use a specific payment method1 Reasons to NOT use a specific payment method2
  19. 19. Reasons to avoid similar across countries France and Spain avoid SMS, UK and German gamers steer clear of home phone billing. Which form of payment method for free-to-play, online games do you find least appealing or try to avoid? Select one. Q: Why do you find the payment method you selected in the previous question unappealing? Please select all that apply. The least favorite payment method across Europe is also the most popular: credit cards. Complaints range from lack of spending caps, security issues and difficulty using. Outside of credit cards, gamers avoid different payments depending on location. France and Spain cite SMS payments because of spending concerns, security and lack of access to incentives. Germany and the UK express their dislike for home phone billing. Gamers cite this payment method as unpopular and difficult to dispute errors. SMS Avoid in Spain and France because... Home phone billing1 Avoid UK and Germany because...
  20. 20. About Superdata Research Founded in 2009, SuperData provides market intelligence on free-to-play and online games. By collecting behavioral data directly from publishers and developers, SuperData identifies key trends, establishes revenue estimates and analyses market changes for popular online games, including MMOs and social games. SuperData publishes industry-relevant key performance indicators. Using our unique panel of 2,000,000 paying online gamers, we establish monthly benchmarks such as ARPPU, conversion rates, and lifetime value. Customers use our data to evaluate their performance, identify key growth opportunities, assess revenue potential, optimize their efforts, and better understand their audience’s wants and needs. SuperData’s client base includes brand owners, developers, retailers, publishers, VCs, and payment service providers.
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