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How Online Business Models Are Driving Growth
 

How Online Business Models Are Driving Growth

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Presentation given by Peter Warman of Newzoo @ Italian Videogames Developers Conference, 2011

Presentation given by Peter Warman of Newzoo @ Italian Videogames Developers Conference, 2011

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    How Online Business Models Are Driving Growth How Online Business Models Are Driving Growth Presentation Transcript

    • Assassins Creed Brotherhood 2010 Ubisoft How online business models are driving growth - Vision & Facts3. Avatar Peter Warman, MD Newzoo / Gamesindustry.com 4 December 2010, IVDC 2010, Rome (IT)
    • Against Rome 2004 JoWooD Productions How online business models are driving growth - Vision & Facts3. Avatar Peter Warman, MD Newzoo / Gamesindustry.com 4 December 2010, IVDC 2010, Rome (IT)
    • Rome Total War 2006 Activision How online business models areHow online business models are driving growth driving growth - Vision & FactsVision & Facts Warman, MD Newzoo / Gamesindustry.com 3. Avatar Peter 4 December 2010, IVDC 2010, Rome (IT)
    • Romance of Rome 2009 Awem Studio How online business models areHow online business models are driving growth driving growth - Vision & FactsVision & Facts Warman, MD Newzoo / Gamesindustry.com 3. Avatar Peter 4 December 2010, IVDC 2010, Rome (IT)
    • Assassins Creed Brotherhood 2010 Ubisoft How online business models are driving growth - Vision & Facts3. Avatar Peter Warman, MD Newzoo / Gamesindustry.com 4 December 2010, IVDC 2010, Rome (IT)
    • How online business models areHow online business models are driving growth driving growth - Vision & FactsVision & Facts Warman, MD Newzoo / Gamesindustry.com 3. Avatar Peter 4 December 2010, IVDC 2010, Rome (IT)
    • How online business models areHow online business models are driving growth driving growth - Vision & FactsVision & Facts Warman, MD Newzoo / Gamesindustry.com 3. Avatar Peter 4 December 2010, IVDC 2010, Rome (IT)
    • How online business models areHow online business models are driving growth driving growth - Vision & FactsVision & Facts Warman, MD Newzoo / Gamesindustry.com 3. Avatar Peter 4 December 2010, IVDC 2010, Rome (IT)
    • How online business models areHow online business models are driving growth driving growth - Vision & FactsVision & Facts Warman, MD Newzoo / Gamesindustry.com 3. Avatar Peter 4 December 2010, IVDC 2010, Rome (IT)
    • How online business models areHow online business models are driving growth driving growth - Vision & FactsVision & Facts Warman, MD Newzoo / Gamesindustry.com 3. Avatar Peter 4 December 2010, IVDC 2010, Rome (IT)
    • How online business models areHow online business models are driving growth driving growth - Vision & FactsVision & Facts Warman, MD Newzoo / Gamesindustry.com 3. Avatar Peter 4 December 2010, IVDC 2010, Rome (IT)
    • September 2010:“Now celebrating over100-million paiddownloadson mobile! Discover whymillions of players aroundthe world have made theTETRIS® game one of thebiggest blockbusters inmobile gaming history.” How online business models are How online business models are driving growth driving growth - Vision & Facts Vision & Facts Warman, MD Newzoo / Gamesindustry.com 3. Peter Avatar 4 December 2010, IVDC 2010, Rome (IT)
    • 1. Introduction Online business modelsFacts & vision on2. Game Popularity3. Game Spending4. Conversion5. Conclusion, News & Tips How online business models are driving growth - Vision & Facts 3. Avatar Peter Warman, MD Newzoo / Gamesindustry.com 4 December 2010, IVDC 2010, Rome (IT)
    • 1. IntroductionHow online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • 1. Introduction |New Who?How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • 1. Introduction |New Who?How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • 1. Introduction |New Who? B2B marketing tools consumer market datainternational partners business decisions How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • 1. Introduction |Black BookHow online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • 1. Introduction |Consumer DataClients include: How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • 2. Game PopularityHow online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • UK Games Market | Popularity of platformsGamers per Platform All Gamers and Spendersabsolute and as share (%) of the (online) population* absolute and share (%) of the (online) population* Consoles 62% 78% (2009: 73%) incl handheld consoles DS/DSi & PSP 2009: 55% MMOs 23% 57% incl F2P & P2P 2009: 10% paying to play games PC/Mac (boxed) games that are installed from CD/DVD 41% Spenders playing games 2009: 35% Gamers PC/Mac (digital) direct downloads 36% Online casual 43% game portals 2009: 32% 32M 24M Social networks 42% e.g. Facebook, MySpace and local networks 2009: n.a. Conversion Gamers to Spenders Ranking of platforms on ratio spenders/gamers Mobile devices 48% mobile phones, iPod Touch & iPad 1. Consoles 2009: 19% 2. PC/Mac (boxed) 3. PC/Mac (digital) 4. Online casual0 5M 10M 15M 20M 25M 5. MMOs 6. Mobile devices*Base: total population of 10yrs and up (with internet access) 7. Social networks How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • Game “platforms” casual game portals social networks consoles MMOs mobile devices PC & MacHow online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • Choice of Genre or Platform | Determined ByHow online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • Choice of Genre or Platform | Determined ByHow online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • Game “platforms” casual game portals social networks consoles MMOs mobile devices PC & MacHow online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • Choice of Genre or Platform | Determined ByHow online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • Choice of Genre or Platform | Determined ByHow online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • Choice of Genre or Platform | Determined ByHow online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • UK Games Market | Popularity of platformsGamers per Platform All Gamers and Spendersabsolute and as share (%) of the (online) population* absolute and share (%) of the (online) population* Consoles 62% 78% (2009: 73%) incl handheld consoles DS/DSi & PSP 2009: 55% MMOs 23% 57% incl F2P & P2P 2009: 10% paying to play games PC/Mac (boxed) games that are installed from CD/DVD 41% Spenders playing games 2009: 35% Gamers PC/Mac (digital) direct downloads 36% Online casual 43% game portals 2009: 32% 32M 24M Social networks 42% e.g. Facebook, MySpace and local networks 2009: n.a. Conversion Gamers to Spenders Ranking of platforms on ratio spenders/gamers Mobile devices 48% mobile phones, iPod Touch & iPad 1. Consoles 2009: 19% 2. PC/Mac (boxed) 3. PC/Mac (digital) 4. Online casual0 5M 10M 15M 20M 25M 5. MMOs 6. Mobile devices*Base: total population of 10yrs and up (with internet access) 7. Social networks How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • Gamer Types | Target groups 20058-12 13-19 20-34 35-50 50+ 8-12 13-19 20-34 35-50 50+ Consoles PC/Mac Game portals Paid Paid Free How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • Gamer Types | Target groups 2005-2010: new platforms 8-12 13-19 20-34 35-50 50+ 8-12 13-19 20-34 35-50 50+MMOs Consoles PC/Mac Game portals Mobile SocialPaid Paid Paid Free Free Free How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • Gamer Types | Target groups 2005-2010: new genres 8-12 13-19 20-34 35-50 50+ 8-12 13-19 20-34 35-50 50+MMOs Consoles PC/Mac Game portals Mobile SocialPaid Paid Paid Free Free Free How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • Gamer Types | Target groups 2005-2010: new interfaces 8-12 13-19 20-34 35-50 50+ 8-12 13-19 20-34 35-50 50+MMOs Consoles PC/Mac Game portals Mobile SocialPaid Paid Paid Free Free Free How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • Gamer Types | Target groups 2005-2010: new business models 8-12 13-19 20-34 35-50 50+ 8-12 13-19 20-34 35-50 50+ MMOs Consoles PC/Mac Game portals Mobile SocialPaid/Free Paid/Free Paid/Free Paid/Free Paid/Free Paid/Free How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • Gamer Types | Target groups 2005-2010: new business models 8-12 13-19 20-34 35-50 50+ 8-12 13-19 20-34 35-50 50+ MMOs Consoles PC/Mac Game portals Mobile SocialPaid/Free Paid/Free Paid/Free Paid/Free Paid/Free Paid/Free How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • Gamer Types | Target groups Everyone plays games 8-12 13-19 20-34 35-50 50+ 8-12 13-19 20-34 35-50 50+ MMOs Consoles PC/Mac Game portals Mobile SocialPaid/Free Paid/Free Paid/Free Paid/Free Paid/Free Paid/Free How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • Gamer Types | Target groups Everyone plays games like Everyone goes to the cinema Do we call them “cinema-go-ers”? What about “gamers”?How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • US Games Market | Popularity of platformsGamers per Platform All Gamers and Spendersabsolute and share (%) of the (online) population* absolute and share (%) of the (online) population* Consoles 75% incl handheld consoles DS/DSi & PSP 56% MMOs 54% incl F2P & P2P 24% paying to play games PC/Mac (boxed) games that are installed from CD/DVD 38% Spenders playing games Gamers PC/Mac (digital) direct downloads 34% Online casual game portals 53% 160M 115M Social networks 41% e.g. Facebook, MySpace and local networks Conversion Gamers to Spenders Ranking of platforms on ratio spenders/gamers Mobile devices mobile phones, iPod Touch & iPad 36% 1. Consoles 2. PC/Mac (boxed) 3. MMOs 4. PC/Mac (digital)0 20M 40M 60M 80M 100M 120M 5. Online casual 6. Mobile devices*Base: total population of 10yrs and up (with internet access) 7. Social networks How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • US Games Market | Popularity of platformsGamers per Platform All Gamers and Spendersabsolute and share (%) of the (online) population* absolute and share (%) of the (online) population* Consoles 75% 56% 18% incl handheld consoles DS/DSi & PSP MMOs 54% F2P/P2P 24% The “Omnigamer” paying to play games PC/Mac (boxed) installed from CD/DVD 38% Spenders All platforms / channels playing games Gamers PC/Mac (dig.) direct downloads 34% Online casual game portals 53% 160M 115M Social networks 41% e.g. Facebook, MySpace Conversion Gamers to Spenders Ranking of platforms on ratio spenders/gamers Mobile devices phones, iPod T. & iPad 36% 1. Consoles 2. PC/Mac (boxed) 3. MMOs 4. PC/Mac (digital)0 20M 40M 60M 80M 100M 120M 5. Online casual 6. Mobile devices*Base: total population of 10yrs and up (with internet access) 7. Social networks How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • Choice of Genre or Platform | Determined By personalphysical preferencesvariables time place themephsychological social needvariables How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • Game “platforms” casual game portals social networks consoles MMOs mobile devices PC & MacHow online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • Choice of Genre or Platform | Determined ByNumber of people (aged 10yrs and up) playing games on portable platforms US UK GER Sony PlayStation Portable (PSP) Nintendo DS/DSi FR Apple iOS (iPhone, iPodTouch, iPad) NL BE 0 5M 10M 15M 20M 25M 30M 35M 40M 45M How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • Hardcore casual gaming RIFT by TrionWorlds (US)How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • Hardcore casual gaming RIFT by TrionWorlds (US)How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • 3. Game SpendingHow online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • US | Total Consumer Spend 2010 2010 $1,6bn $2,5bn Total spend vs. ‘09: +66% vs. ‘09: +60% $22,300,000,000 $3,8bn 7% 11% $2,0bn vs. ‘09: -2% vs. ‘09: +34% Players: 160,000,000 vs. ‘09: -27% Payers: 115,000,000 17% 9% PC Games downloads $2,5bn 11% PC Games boxedvs. ‘09: +28 Console games Mobile games 7% 38% MMO games $1,6bn $8,5bn Game portals vs. ‘09: +46% vs. ‘09: -30% Social networks How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • NL Games Market | Mobile Games Spend 2010 3.510.000 2.210.000 1.300.000 491.400 335.400 10% 27% 156.000 12% 14% players players difference payers payers difference 2009 2010 2010 - 2009 2009 2010 2010 - 1009 € 14.500.000 € € 4,90 10.000.000 € € 2,45 4.500.000 € -2,45 2009 2010 2010 - 2009revenues 2009 revenues 2010 delta (2010 - 2009) How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • MMO Games | The best is yet to come STELLAR DAWN by Jagex (UK)How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • MMO Games | The best is yet to come TERA by Frogster (GER), BlueHole (S.KOREA)How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • MMO Games | The best is yet to come RIFT by TrionWorlds (US)How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • Social Games | The best is yet to come RIFT by TrionWorlds (US)How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • Social Games | The best is yet to come Angry Birds by RovioHow online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • 3. ConversionHow online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • 4. Conversion | Will people pay? F2P revenues 54% F2P gamers 9.7M P2P gamers 2.2M Paying F2P 3.8M 40%How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • All platforms are Free-to-Play (in some way) casual game portals social networks consoles MMOs mobile devices PC & MacHow online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • Business model needs to be part of the game!How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • And then sell your stuff outside the game… “Free-to-play” virtual currency going mass marketHow online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • And then sell your stuff outside the game… “Free-to-play” virtual currency going mass marketHow online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • 4. Conclusions, News & TipsHow online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • Conclusions■ The terminology “Gamers” no longer applies■ Casual-Core segmentation of people no longer applies■ Choice of game depends on ■ Time of day ■ Place of play ■ Social setting ■ Need to be met (driver/mood) ■ Personal theme preferences■ All platforms are Free-to-Play platforms■ Total wallet is flat through recession with major shift to online■ Business models are part of game development How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • Tips ■ Have a 99c strategy ■ Gifting rules ■ Mac is huge ■ Retail is back ■ Think all platforms ■ Keep your IP ■ Extend your IP ■ Visit newzoo.com, get the newsletterHow online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • News In addition to Newzoo’s existing portfolio of National Surveys inUS, UK, Germany, France, Netherlands and Belgium Newzoo and GlobalCollect are happy to announce National Surveys in Brazil, Mexico, Russia, Spain, China in Q1 & Q2 2011 As well as ………………..How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • News Italiand spend €1-3bn on games. We need to know more.ITALIA!!!!!! We are seeking local and international launch clients! How online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010
    • I’ll be back. Until then: peter@newzoo.comHow online business models are driving growth - Vision & Facts | Peter Warman | IVDC 2010