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The p(l)ayers  HiPay-Superdata Research Survey June 13
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The p(l)ayers HiPay-Superdata Research Survey June 13

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SuperData Research has conducted a survey in 4 European countries for HiPay in order to understand what motivates the online F2P gamers to pay for items and what their purchase behaviors are

SuperData Research has conducted a survey in 4 European countries for HiPay in order to understand what motivates the online F2P gamers to pay for items and what their purchase behaviors are

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The p(l)ayers  HiPay-Superdata Research Survey June 13 The p(l)ayers HiPay-Superdata Research Survey June 13 Presentation Transcript

  • « The P(L)AYERS »Understand Online PayingGamers Motivations andPurchase BehaviorFrench edition
  • Introduction:Survey Data
  • HiPayA 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 BHI-MEDIA GROUP IN FIGURES:
  • HiPayKey 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
  • Survey DataThe survey was conducted by Superdata research institute. This used for this report was, performed inMay 2013, included 500 qualified, France-based respondents and 32 questions. Respondents wereprescreened 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, purchasebehavior, 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, iDEALor ePagado.Terminology & DefinitionsGame Genres and Examples• MMORPG or multiplayer online battle arena: Allods Online or Leagueof 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 ManagerIf you any questions or remarks regarding this study, please contact us. We appreciate yourfeedbackMethodology
  • 1-Player Behavior:Who is playing and how
  • F2P online gamer demographicsWhat we know about them?30%female70%maleOverall online gamers are almost evenly splitbetween males and females. However, when analyzing paying gamersonly, the group skews male. PC gamingmales are accustomed to spending on videogame entertainment. Many are consolegamers where new releases cost upwards of$60 each. While women are a rapidlygrowing gamer segment, their gamingbudget is still developing.Age-wise, majority of paying online gamersare 19 to 45 years old.
  • Online gamers skew towardssports and MMORPG games1Q: 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.VW6%Casual7%Social12% MMORPG21% Sports31%27%33%30%23%14%All genres played1Genre played most frequently2‣ Social and casual games are the most sample friendly genres. Online gamers dabble in bothcategories but neither take up most of their gaming time. Social and casual games are conducive tolow commitment playing and survey results reflect this attribute.‣ On the opposite end, sports and MMORPG have the most dedicated F2P online players.FPS6%Action5%Strategy4%14%17%16%Gamers play all types but most dedicated to sports and MMORPGs
  • F2P attracts committed playersFrequency of play11Q: How often do you play free-to-play, online games? 2Q: When you play free-to-play, online games, how long do you play?Average play session length2‣ F2P online games areimmersive genre, withover half of playersplaying multiple timesday. Players also settlein for lengthy playsessions. Forty-two(42%) clock theirgaming time at over anhour.55.2 minutesAverage daily time spentplaying F2P online games.Over 50% of online F2P paying gamers play multiple times per day.
  • Gamers who play for longer periods of time spend more on in-game items.1Q: Per purchase, about how much did you spend on buying in-game items or virtual goods in the past 2months? 2Q: When you play free-to-play, online games, how long do you play?Spend per purchase1 by Average play session length2‣ Thirty-five percent (35%) of gamers with play sessions under ten (10) minutesspend less than 1€.‣ On the opposite side of the spectrum, gamers who play for more than one hour persession have the highest percentage who spend over 20 euros.Longer play sessions meanhigher spend
  • Play behavior varies by gamegenre1Q: When you play free-to-play, online games, how long do you play? 2Q: What type of free-to-play, online game did you playmost frequently in the past 2 months? Select one.Average play session length1 by genre2‣ Casual games majority of play sessions last less than ten (10) minutes. Completeopposite of MMORPG where 60% of players settle in for over an hour every time theyplay.‣ Social gamers play sessions are middle ground. Many play for less than thirty (30)minutes but 53% of play for more than one hour.MMORPG most immersive F2P genre, casual least immersive.
  • 2-Purchase Behavior:Spending habits & motivation
  • More than 1/3 of purchasesdriven by competition‣ Gaining a competitive advantage istop of mind for gamers whenmaking a purchase. More than one-third of online gamers say beatingtheir competition is what drivesthem to buy in-game items.‣ Price is a consideration. Takingadvantage of a sale or promotionalpricing motivates one-quarter ofpurchases.‣ Teamwork and communication leastimportant factors in purchasedecision.1Q: Per purchase, about how much did you spend on buying in-game items or virtual goods in the past 2 months? 2Q: What motivated you to buy in-gameitems or virtual goods in the past 2 months? Check all that apply.Purchase motivation2Spend per purchase19,40€Average amount spent per F2P online gaming purchaseAnd average purchase just under 10€.
  • Spending by genre revealskey differences in players1Q: Per purchase, about how much did you spend on buying in-game items or virtual goods in the past 2 months? 2Q: What type of free-to-play, onlinegame did you play most frequently in the past 2 months? Select one.Spend per purchase1 by Genre played2‣ Similar to game session length, casual gamers are on the low end of the spectrum. The majority(71%) of this genres’ players spend under 5€ on in game items.‣ Comparatively, MMORPGs have the most gamers (27%) spending over 20€.‣ Outside of MMORPG and Casual, most game genres’ spending is concentrated between 1€ and10€.MMORPG & casual gamers concentrated at opposite ends of spending spectrum.
  • For all other spending ranges, aspects of competition matter most.Purchase motivation1 by spend per purchase2‣ Small spenders have a simple objective: play longer. These players are focused on gaining more gamingtime well above any other purchase driver.‣ Gamers who spend just slightly more (1€ to 5€) are already thinking more strategically as they spend togain a competitive advantage and boost their score/rank. This desire to gain an upper hand over otherplayers extends through all spending ranges over 1€.‣ Communication and teamwork low on priority list for gamers (categories not shown due to lowpercentages).1Q: What motivated you to buy in-game items or virtual goods in the past 2 months? Check all that apply. 2Q: Per purchase, about how much did youspend on buying in-game items or virtual goods in the past 2 months?Small spenders driven toextend gaming time
  • Purchase motivation varies byspend for MMO gamersPurchase motivation: MMO gamers1‣ Extending gameplay and competitive advantage universally important to all levels of MMO spenders.Each spending range has these motivators at over 17% (except competitive advantage to less than 1€spenders).‣ Avatar personalization because a purchase driver at the 16€ category. Players at this spending level andabove are more invested in their games and want to differentiate their characters.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.MMO gamers investing over 20€ focused on progress and personalization.
  • Communication drivessocial/casual gamers to buyPurchase motivation: Social/Casual gamers1‣ Communication shows up as purchase motivator for social and casual gamers in numerousspending ranges. Other genres rarely mention this factor in more than one spending category.‣ Lots of variation by spending range. Extend gameplay, sale, avatar appearance, boost score,competitive advantage and additional content are all top drivers in different spending categories.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.Social/casual gamers invest in communication more so than other gamers.
  • Online gamersconsolidate purchasesAverage number of purchases less than two per month.Number of purchases21Q: About how much did you spend in TOTAL on free-to-play, online game purchases in the past 2 months?; 2Q:How many purchases of in-game items or virtual goodshave you made in the past 2 months?3 to 526% 1 to 258%6 to 1010%10+6%1.7Average number of F2P online gamingpurchases per monthTotal F2P online gaming spend1
  • Purchase timingdepends on game typeMMORPG players make buy early on to enhance Gameplay.Purchase timing by game genre1‣ 45% of MMORPG players spend on virtual goods within days of playing a new game. Thesegamers commit quickly and are more engaged earlier on in their playing lifecycle.‣ Social gamers take much longer to spend. Over 25% of them do not invest until over one monthof playing. Almost half of these spenders are female (43%) reiterating the notion that womensvideo gaming spending habits differ from men’s.1Q: About how long did you play before making your virtual goods or in-game items purchase?one day couple of days one weekcouple of weeks one month couple of months
  • 3-Paymentpressure points:Payment choices
  • Credit cards most popularpayment method for gamersHowever, 23% try to avoid credit cards for gaming purchases.Payment method used online gaming1‣ Credit card is the single, most utilized payment method for F2P online gamers with over 40% ofF2P online gamers using them for in-game purchases.‣ Gamers are very comfortable using alternative payment methods. Combined alternative paymentsare the majority of payment methods (51%) used. Despite their ubiquity, gamers still seen them asproblematic with 76% of gamers try to avoid use.‣ Mobile payments (direct mobile and SMS) combined make up 19.3% of game payments.1Q: Which of the following payment methods did you use most frequently to purchase your in-game items or virtual goods?Other category excluded. Responses will not add up to 100%.Payment method to avoid1
  • Small transactions favor ISPbilling and SMS paymentsGamers making larger purchases are more likely to use eWallets.‣ Credit card top method for all spending categories (not shown). Regardless of spendingamount, gamers use credit cards for most of their online gaming purchases.‣ ISP billing and SMS payments favored in small transactions. ISP billing is most popular inthe less than 1€ category and SMS payments seem ideal for gamers spending 1 to 5€.Payment method used online gaming1 by average purchase amount21Q: Which of the following payment methods did you use most frequently to purchase your in-game items or virtual goods? 2Q: Per purchase, about howmuch did you spend on buying in-game items or virtual goods in the past 2 months?
  • Alternative payment methodsuse depends on genreDifferent game categories favor different alternative payment methods.Alternative payment methods used by genre11Q: Which of the following payment methods did you use most frequently to purchase your in-game items or virtual goods?Use of prepaid games cards amongMMORPG players more than doublecompared to others. Availability mostlikely a prevailing factor.SMS and ISP billingmost popular withvirtual worldplayers.
  • Security important considerationin payment choiceSecurity equally important in decision to use or avoid payment methods.Why choose payment method1‣ Security, speed and ease of usetop priority list for online gamerspayment method choice.‣ Spending caps important whendeciding what method to avoid.Online gamers most concernedabout overspending with creditcards and ISP billing.1Q: What motivated you to buy in-game items or virtual goods in the past 2 months? Check all that apply.Reasons to NOT use a specific payment method
  • AboutSuperdata ResearchFounded in 2009, SuperData provides market intelligence on free-to-play and online games. Bycollecting behavioral data directly from publishers and developers, SuperData identifies key trends,establishes revenue estimates and analyses market changes for popular online games, includingMMOs and social games.SuperData publishes industry-relevant key performance indicators. Using our unique panel of2,000,000 paying online gamers, we establish monthly benchmarks such as ARPPU, conversionrates, and lifetime value. Customers use our data to evaluate their performance, identify key growthopportunities, assess revenue potential, optimize their efforts, and better understand their audience’swants and needs.SuperData’s client base includes brand owners, developers, retailers, publishers, VCs, and paymentservice providers.
  • Contact:info@hipay.com