Cross platform monetization in Western and Emerging markets.
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Cross platform monetization in Western and Emerging markets.

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Presentation given at GDC 2012 by Newzoo's Peter Warman, abour cross platform monetization in Western and Emerging markets.

Presentation given at GDC 2012 by Newzoo's Peter Warman, abour cross platform monetization in Western and Emerging markets.

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Cross platform monetization in Western and Emerging markets. Cross platform monetization in Western and Emerging markets. Presentation Transcript

  • Cross-PlatformGames Monetization games market research Peter WarmanIn Western and Emerging Markets CEO Newzoo
  • Dad,do not forget to take Star Wars Lego II with us toVietnam when we go on holiday! Good son, I am sorry, I do not think Star Wars Lego is on theiPad and I am not going to drag along an Xbox. That is stupid! You are just saying that because you don’t want me to have fun on vacation!
  • Dad,I want to play the Barbie dress-up game after we have finished this… My princess, Barbie is not on the TVscreen. You need to be on the PC but your mom is working on it now… No way!You are just saying thatbecause you just said no to him as well!
  • Cross-platform Gaming Whats on the menu? Road to success New model Q&A Platforms Screens Sidesteps Time & Money Players & Payers Cool FactsCross-platform analysis Cross-screen analysis Result Practical Data Inspiring Insights To Do’s
  • Cross-platform Gaming Whats on the menu? Road to success New model Q&A Platforms Screens Sidesteps Time & Money Players & Payers Cool FactsCross-platform analysis Cross-screen analysis Result Practical Data Inspiring Insights To Do’s
  • 2008 Road to Succes for game companies
  • 2008 Road to Succes for game companies
  • 2012 Road to Succes for game companies
  • Oh no!I need a guide
  • What is happening? as major changes coincide2002: “Games are paid products”2012: “Games are free services(yes, including console games, remember 56% never spends money)resulting in:■ The market is per definition global■ Marketing, sales & product are one■ Business models can be / must be flexible■ Continuous contact with and data from playersand…■ Unlinke a product, a service always travels with you.
  • Sneak previewof worlds largest game publisher in 2020
  • Oh no!I need a guide
  • a guide through the new galaxy
  • “We can help you because we have the……” Source: NPD
  • Oh no!Morecomplexity…
  • Cross-platform Gaming Whats on the menu? Road to success New model Q&A Platforms Screens Sidesteps Time & Money Players & Payers Cool FactsCross-platform analysis Cross-screen analysis Result Practical Data Inspiring Insights To Do’s
  • there will always be Consumers
  • there will always beScreens Screens
  • people will always want Fun
  • everything (and everyone) ends up in theCloud Cloud
  • when things get too complex, focus on:Cloud Consumers
  • entertainment computer screen fun screen floating the cloud personal screen screen social networks the real world
  • let’s plot someting we know in here:Cloud Games Market Segments entertainment computer screen fun screen floating the cloud personal screen screen social networks the real world
  • Console Boxed ($5.7bn) Social Netw. ($1.8bn) Console DLC ($0.8bn) Casual websites ($2.8bn) TV Apps (n.a.) US | 2011 MMOs ($2.6bn) Total: $21.5bn Total: $6.5bn PC/Mac Boxed ($1.8bn) 30% PC/Mac Downl. ($2.5bn) Total: $11.5bn 53% entertainment computer screen fun screen floating the cloud personalHandh. Console ($1.5bn) screen screen Smartphones ($1.4bn) Tablets ($0.7bn) social networks (incl. iPod) Total: $2.2bn Total: $1.4bn 10% 7% the real world
  • Cross-platform Gaming Whats on the menu? Road to success New model Q&A Platforms Screens Sidesteps Time & Money Players & Payers Cool FactsCross-platform analysis Cross-screen analysis Result Practical Data Inspiring Insights To Do’s
  • Time & MoneyCloud Why is there such a big gap? US UK Germany France Spain Italy Netherlands Belgium Brazil Mexico Russia China Korea US Europe* Emerging* Asia*Money $21.5bn €16.5bn $4.5bn $13.5bn 2011E 2011E 2011E 2011E 215m 175m 155m 165m Time hrs/day hrs/day hrs/day hrs/day
  • Time & MoneyCloud How important are Emerging Markets? US UK Germany France Spain Italy Netherlands Belgium Brazil Mexico Russia China Korea US Europe* Emerging* Asia*With Western Overall Markets $4.5bn $13.5bnflat, where will growth come 2011E 2011Efrom?■ Is an Emerging Market strategy a neccesity? 155m hrs/day 165m hrs/day■ How will Asian companies do in the West?
  • Time & MoneyCloud Does the gap show us the way? US UK Germany France Spain Italy Netherlands Belgium Brazil Mexico Russia China Korea US Europe* Emerging* Asia*Money $21.5bn €16.5bn Will the divide of money 2011E 2011E move further towards the divide in time? Driven by trends including 215m 175m Time hrs/day hrs/day F2P and X-platform gaming.
  • Time & MoneyCloud Does the gap show us the way? “core” segments/platforms take more money than time “casual” segments/platforms take more time than money This gap is closing fast in the West The gap is a lot smaller in Emerging markets that have no legacy, especially Brazil F2P, Mid-core and Cross-platform gaming will accelerate this trend Global Money Casual, Social, Mobile Time Casual, Social, Mobile 27% 49% of money of time $65bn 1bn/day 2011E 2011E Growth Potential?
  • Cross-platform Gaming Whats on the menu? Road to success New model Q&A Platforms Screens Sidesteps Time & Money Players & Payers Cool FactsCross-platform analysis Cross-screen analysis Result Practical Data Inspiring Insights To Do’s
  • Cross-platform Gaming DataCloudsocial gamers also play on casual websites / portals86% of US US (2011) 145.100.000 Overlap with --> Platform Portals Social Mobile MMOs Consoles Boxed Downloaded Portals 115.300.000 57% 56% 41% 60% 53% 56% Social 76.000.000 86% 65% 53% 69% 57% 61% Mobile 75.000.000 86% 66% 51% 69% 62% 65% MMOs 52.300.000 91% 77% 73% 83% 79% 83% Consoles 82.000.000 84% 64% 63% 53% 64% 63% Boxed 70.800.000 86% 62% 66% 58% 74% 79% Downloaded 73.300.000 87% 63% 67% 59% 71% 76% DE (2011) 36.300.000 Overlap with --> Platform Portals Social Mobile MMOs Consoles Boxed Downloaded Portals 26.300.000 52% 66% 42% 70% 74% 61% Social 16.500.000 83% 74% 52% 80% 78% 65% Mobile 22.200.000 78% 55% 46% 78% 76% 63% MMOs 13.200.000 83% 64% 78% 85% 89% 77% Consoles 24.600.000 75% 54% 70% 45% 79% 58% Boxed 26.000.000 75% 49% 65% 45% 75% 67% Downloaded 20.000.000 81% 54% 70% 51% 72% 87% BR (2011) 35.000.000 Overlap with --> Platform Portals Social Mobile MMOs Consoles Boxed Downloaded Portals 26.500.000 75% 75% 72% 58% 65% 71% Social 24.100.000 82% 76% 75% 60% 65% 71% Mobile 24.000.000 83% 77% 75% 67% 70% 75% MMOs 23.700.000 81% 77% 76% 63% 71% 77% Consoles 18.900.000 80% 76% 85% 79% 78% 81% Boxed 20.600.000 83% 76% 82% 82% 72% 91% Downloaded 22.900.000 82% 75% 79% 80% 67% 82%
  • Cross-platform Gaming DataCloud the opportunity for MMO games on mobile Sizing Players DE 36.300.000 Overlap with --> Platform Portals Social Mobile MMOs Consoles Boxed Downloaded Portals 26.300.000 13.800.000 17.200.000 10.900.000 18.400.000 19.500.000 16.100.000 Social 16.500.000 13.800.000 12.200.000 8.500.000 13.200.000 12.800.000 10.700.000 Mobile 22.200.000 17.200.000 12.200.000 10.200.000 17.300.000 17.000.000 13.900.000 MMOs 13.200.000 11.000.000 8.500.000 10.200.000 11.200.000 11.800.000 10.200.000 Consoles 24.600.000 18.400.000 13.200.000 17.300.000 11.200.000 19.400.000 14.300.000 Boxed 26.000.000 19.500.000 12.800.000 16.900.000 11.800.000 19.400.000 17.300.000 Downloaded 20.000.000 16.100.000 10.700.000 13.900.000 10.200.000 14.300.000 17.400.000 3.4M Germans spend money on MMO Payers games as well as on mobile games DE 24.000.000 Overlap with --> Platform Portals Social Mobile MMOs Consoles Boxed Downloaded Portals 4.600.000 3.600.000 3.300.000 3.900.000 3.800.000 3.800.000 3.700.000 Social 3.100.000 2.400.000 2.500.000 2.600.000 2.800.000 2.700.000 2.600.000 Mobile 5.500.000 2.900.000 3.800.000 4.200.000 4.800.000 4.800.000 4.200.000 MMOs 4.500.000 2.800.000 3.200.000 3.400.000 3.800.000 3.800.000 3.600.000 Consoles 14.200.000 3.900.000 5.100.000 5.700.000 7.100.000 12.300.000 7.700.000 Boxed 17.000.000 3.800.000 5.200.000 6.200.000 7.900.000 14.100.000 9.100.000 Downloaded 7.500.000 3.300.000 4.200.000 4.400.000 4.900.000 6.400.000 6.900.000
  • Cross-platform Gaming Whats on the menu? Road to success New model Q&A Platforms Screens Sidesteps Time & Money Players & Payers Cool FactsCross-platform analysis Cross-screen analysis Result Practical Data Inspiring Insights To Do’s
  • now, let’s bring in the Cloud GamersUSA 145,000,000 gamers | 63,000,000 spenders (43%)Europe 132,000,000 gamers | 69,000,000 spenders (52%)Emerging 89,000,000 gamers | 46,000,000 spenders (52%)
  • 44% 36% gamers spenders gamers spenders79M 35M US | 2011 137M 50M54% 55% 94% 78% $6.5bn $11.5bn 30% entertainment fun computer screen 53% screen 54% 36% gamers spenders gamers spenders50M 27M floating the cloud personal screen 75M 27M34% 42% screen social networks 52% 43% $2.2bn the real world $1.4bn 10% 7%
  • 44% 36% gamers spenders gamers spenders79M 35M US | 2011 137M 50M54% 55% 94% 78% $6.5bn $11.5bn 30% entertainment fun computer screen 53% screen all screens 77% gamers spenders 30M 23M 20% 36% 54% 36% gamers spenders gamers spenders50M 27M floating the cloud personal screen 75M 27M34% 42% screen social networks 52% 43% $2.2bn the real world $1.4bn 10% 7%
  • 50% 42% gamers spenders gamers spenders82M 41M Europe | 2011 121M 51M62% 59% 91% 74% €5.0bn €8.8bn 30% entertainment fun computer screen 53% screen all screens 66% gamers spenders 32M 21M 24% 30% 50% 25% gamers spenders gamers spenders58M 29M floating the cloud personal screen 79M 20M44% 42% screen social networks 59% 29% €1.9bn the real world €0.8bn 12% 5%
  • 43% 63% gamers spenders gamers spenders42M 18M Emerging Markets | 2011 65M 41M48% 40% 73% 88% $0.89bn $3.1bn 20% entertainment fun computer screen 69% screen all screens 77% gamers spenders 19M 14M 21% 31% 52% 26% gamers spenders gamers spenders27M 14M floating the cloud personal screen 65M 17M31% 30% screen social networks 73% 37% $0.27bn the real world $0.24bn 6% 5%
  • Cross-platform Gaming Whats on the menu? Road to success New model Q&A Platforms Screens Sidesteps Time & Money Players & Payers Cool FactsCross-platform analysis Cross-screen analysis Result Practical Data Inspiring Insights To Do’s
  • split in Console Boxed 0. Traditional Segments Social Networks Console DLC Casual websites TV Apps / Cloud MMOs PC/Mac Boxed PC/Mac Downloads entertainment computer screen fun screen floating the cloud personalHandheld Consoles screen screen Smartphones Tablets social networks (incl. iPod) the real world
  • split in Male/Female 1. Demographics Male/Female Age Age Home Situation Home Situation Work Situation Work SituationGeneral Interests General Interests Etc. Etc. entertainment computer screen fun screen Male/Female floating the cloud personal Male/Female Age screen screen Age Home Situation social networks Home Situation Work Situation Work SituationGeneral Interests General Interests Etc. the real world Etc.
  • split in Casual (+subgenres) 2. Game Genre Casual (+subgenres)Mid-Core (+subgenres) Mid-Core (+subgenres) Core (+subgenres) Core (+subgenres) entertainment computer screen fun screen floating the cloud personal screen screen Casual (+subgenres) Casual (+subgenres)Mid-Core (+subgenres) social networks Mid-Core (+subgenres) Core (+subgenres) Core (+subgenres) the real world
  • split in Game fee Game fee Subscription 3. Business Model Subscription Add-on ontent Add-on ontent Virtual items Virtual items Enhanced Functionality Enhanced Functionality Access Access Skillgaming/Casino Skillgaming/Casino entertainment computer screen fun screen Game fee Game fee Subscription floating the cloud personal Subscription screen Add-on ontent screen Add-on ontent Virtual items social networks Virtual itemsEnhanced Functionality Enhanced Functionality Access Access Skillgaming/Casino the real world Skillgaming/Casino
  • split in Physical 4. Distribution PhysicalDownload Download Cloud Cloud entertainment computer screen fun screen floating the cloud personal screen screen Physical PhysicalDownload social networks Download Cloud Cloud the real world
  • split in Credit card Credit card Pre-paid 5. Payment methods Pre-paidOnline-payment service Online-payment service E-banking E-banking Phone Phone Direct debit Direct debit Cash Cash entertainment computer screen fun screen Credit card Credit card Pre-paid floating the cloud personal Pre-paid screen screenOnline-payment service Online-payment service E-banking social networks E-banking Phone Phone Direct debit the real world Direct debit Cash Cash
  • Multi-screen vs Age Cloud Age (still) makes a difference 47% of 41M American gamers aged 10 to 20 play games on a floating screen (tablet and/or handheld console): 19M. Only 13% of 51+ of age.USA Source: Newzoo Data Explorer (2011 data)
  • Multi-screen vs GenderCloud Men slightly ahead 31% of 71M US female gamers play on their floating screen (tablet or handeld console): 22M. Source: Newzoo Data Explorer (2011 data)
  • Multi-screen vs GenderCloud Moving towards the perfect balance
  • Multi-screen vs Casual & CoreCloud who play core games do more, but … People 62% of gamers who play core games play games on their personal screen. Source: Newzoo Data Explorer (2011 data)
  • Multi-screen vs Casual & CoreCloud who pay for casual do even more (US) People 85% of gamers who spend money on casual games play games on their personal screen. Source: Newzoo Data Explorer (2011 data)
  • Multi-screen vs PS3 & Xbox360Cloud PS3 gamers use more screens 85% of gamers who spend money on casual games play games on their personal screen. Source: Newzoo Data Explorer (2011 data)
  • Multi-screen vs F2P MMO SpendersCloud Significant differences per country 85% of gamers who spend money on casual games play games on their personal screen. Source: Newzoo Data Explorer (2011 data)
  • Payment methods (Social)Cloud Types differ and know the local brands Source: Newzoo Data Explorer (2011 data)
  • Cross-platform Gaming Whats on the menu? Road to success New model Q&A Platforms Screens Sidesteps Time & Money Players & Payers Cool FactsCross-platform analysis Cross-screen analysis Result Practical Data Inspiring Insights To Do’s
  • iOS Games CloudImpact of Holiday Season on Digital Sales iOS Games | January 2012 Downloads per day for top 300 free and paid games for iPod/iPhone and iPadDownloads 5,730,000 2,750,000 Downloads+91% downloads per day downloads per day +57%In two months In two monthsRevenues Revenues+59% +40%in two months in two months revenue share revenue share iPad iPhone/iPod iPad iPhone/iPod Source: Newzoo/Distimo Monthly Data on top 300 free and paid games & top 200 grossing games | www.iosdata.com
  • iOS GamesCloud Game Revenues drop to 16% (US) / 25% (EU) Paid Top grossing games iPhone/iPod | January 2012 Top Grossing iPhone/iPod Games Top Grossing iPhone/iPod Games January 2012 - US MoM January 2012 - Europe MoM 1.Temple Run (Free) 1.Poker by Zynga (Free) Imangi Studios, LLC 22 Zynga 2 2.DragonVale (Free) 2.Texas Poker (Free) Backflip Studios 5 KAMAGAMES LTD 3 3.Poker by Zynga (Free) 3.DragonVale (Free) Zynga 3 Backflip Studios 10 4.Angry Birds (Free) 4.Smurfs’ Village (Free) Clickgamer.com 4 Beeline Interactive, Inc. 6 5.Tiny Tower (Free) 5.Grand Theft Auto 3 (Paid) NimbleBit LLC 12 Rockstar Games 4 Source: Newzoo/Distimo Monthly Data on top 300 free and paid games & top 200 grossing games | www.iosdata.com
  • iOS Games Cloud(Mid-)core games drop out of top pushed out by services / free games Top grossing games iPad | January 2012 Top Grossing iPad Games Top Grossing iPad Games January 2012 - US January 2011 - Europe 1.DragonVale (Free) 1.The Sims FreePlay (Free) Backflip Studios 4 EA Swiss Sarl 8 2.Battle Nations (Free) 2.Smurfs’ Village (Free) Z2Live, Inc. 1 Beeline Interactive, Inc. 1 3.The Sims FreePlay (Free) 3.Texas Poker (Free) Electronic Arts 6 KAMAGAMES LTD 6 4.Modern War (Free) 4.Dragon Vale (Free) Funzio, Inc. 7 Backflip Studios 11 5.Angry Birds 5.Angry Birds HD Chillingo Ltd 3 Chillingo Ltd 5 Source: Newzoo/Distimo Monthly Data on top 300 free and paid games & top 200 grossing games | www.iosdata.com
  • Mac App Store GamesCloud The best kept secret in the industry Top grossing games Mac App Store | January 2012 Top Grossing MacGames Top Grossing MacGames January 2012 - US January 2012 - Europe 1.Civilization V: Camp. Ed. 1.Call of Duty 4: MW Aspyr Media, Inc. 5 Aspyr Media, Inc. 2 2.Star Wars: KOFTOR 2.Real Racing 2 (World) Aspyr Media, Inc. 6 EA Swiss Sarl 4 3.Call of Duty 4: MW 3.Civilization V: CE Aspyr Media, Inc. 13 Aspyr Media, Inc. 1 4.Real Racing 2 4.LIMBO Electronic Arts 26 Playdead 17 5.LIMBO 5.GTA: San Andreas Playdead 18 Rockstar Games 5 Source: Newzoo/Distimo Monthly Data on top 300 free and paid games & top 200 grossing games | www.iosdata.com
  • Stand-alone of Extension Mobile GameCloudlaunches extensions next to stand-alone games Zynga 52% of American mobile gamers state that mobile games they play are “stand-alone” games 22% state that the games are an extension of the games they play on another platform Extension Stand Alone Stand-alone has 2 to March 2012 2.5 times the Zynga decides to revenue per free add a Cityville download…. but the Extension extension is expected to stimulate online purchases.
  • Cross-platform Gaming Whats on the menu? Road to success New model Q&A Platforms Screens Sidesteps Time & Money Players & Payers Cool FactsCross-platform analysis Cross-screen analysis Result Practical Data Inspiring Insights To Do’s
  • How to spot opportunities Summarizing today1. TimeWhere is the gap between time and money spent? Each screens perfect balance2. BalanceEvery screen will be in perfect balance, where is the gap? CASUAL CORE MID-CORE3. EmergingWhat happens when I treat these markets as primary?4. Money follows functionYou must be visible on every screen WOMEN MENWhich small part of your game suits other screen?Which (mini-)business model suits best or is it marketing?5. ServiceWhat can I learn from service providers in a different industry?Service level agreements?
  • Oh no!I need a guide
  • Cross-platform Gaming Whats on the menu? Road to success New model Q&A Platforms Screens Sidesteps Time & Money Players & Payers Cool FactsCross-platform analysis Cross-screen analysis Result Practical Data Inspiring Insights To Do’s
  • To do Just one This keynote and a lot more of free goodies is available now in the Reports section of the Newzoo app.Our Newzoo/Distimo monthly data service: www.iosdata.com, www.androiddata.com, www.playstoredata.com
  • Lets have fun Fun
  • In the end its all about Making a F…. Good Game!3.May the force be with you!