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Mobile gamesforum 2013 Keynote by Newzoo's CEO
 

Mobile gamesforum 2013 Keynote by Newzoo's CEO

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As games increasingly become continuous services rather than products, game companies prioritize metrics such as cost of acquisition, conversion, ARPPU, lifetime value etc.. This single-screen focus ...

As games increasingly become continuous services rather than products, game companies prioritize metrics such as cost of acquisition, conversion, ARPPU, lifetime value etc.. This single-screen focus is risky and as cost of acquisition rises, so does confusion among investors who lack a future outlook.
Peter Warman’s keynote will place metrics into perspective of the total picture, outlining alternative ways to understand a changing industry that is ultimately controlled by consumer behavior.

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    Mobile gamesforum 2013 Keynote by Newzoo's CEO Mobile gamesforum 2013 Keynote by Newzoo's CEO Presentation Transcript

    • Consumers vs Metrics Peter Warman, Newzoo, London, 23 January 2013Single screen metrics in a multi-screen world:Following consumers in changing old habits © 2013 Newzoo
    • ENTERTAINMENT SCREEN © 2013 Newzoo
    • ENTERTAINMENT SCREEN COMPUTER SCREEN © 2013 Newzoo
    • FLOATINGENTERTAINMENT SCREEN SCREEN COMPUTER SCREEN © 2013 Newzoo
    • FLOATINGENTERTAINMENT SCREEN SCREEN PERSONAL COMPUTER SCREEN SCREEN © 2013 Newzoo
    • FLOATING SCREEN First Time Gamer Eva, 43 years old Location: Vietnam PERSONAL SCREEN© 2013 Newzoo
    • The Facts Screens and Dads ruleENTERTAINMENT SCREEN 26%of all British FLOATING SCREEN 71% gamers play on all of 6.1 million four screens: American paying 8.7M Brits. mobile gamer Dads with kids at home spend that money mainly on their kids. #1 MultiScreen Gamers in COMPUTER the World PERSONAL Only 46% for Moms….. SCREEN SCREEN © 2013 Newzoo
    • Games Industry Investors © 2013 Newzoo
    • The Gapbetween investors and our industry © 2013 Newzoo
    • The Gapbetween investors and our industry Source: Digi-Capital © 2013 Newzoo
    • The Gapbetween investors and our industry © 2013 Newzoo
    • The Global Picture a healthy market 2012 298m Asia-Pacific gamers North America 169m $22.2bn $21.8bn gamers +13% CAGR +1% CAGR Total $68bn 47m Middle-East +7% CAGRgamers & Africa 880m $1.0bn gamers +21% CAGR Latin America 89m $3.8bn gamers 274m Europe +14% CAGR gamers $18.8bn +3% CAGR Source: Newzoo 2012 Games Market Revenue Report © 2013 Newzoo
    • The Global Picture mobile (tablet and smartphone) games $9bn +32%Global market Global growth Personally I am more impressed by: 33% 66% Of all mobile Of all mobileapp downloads app spending is are games on games © 2013 Newzoo/Distimo
    • ….but…. We are taking a huge risk by confusing investorswith our jargon, old school segmentation, and lack of providing the total picture and global perspective. The result: No clear outlook on the future = No (external) investments. © 2013 Newzoo
    • ….and I do not even want to talk about this type of …. Misleading headlines © 2013 Newzoo
    • The jargon Versus trends that matter…2011/2012o Social Gamingo Cloud Gamingo (Mobile Gaming)2012/2013o Mid-Core Gamingo Social Casino Gamingo Gamification © 2013 Newzoo
    • The 5 trends CONSUMER PERSPECTIVE INDUSTRY that really matter and determine growth PERSPECTIVE TIME 2. GAMES ARE FREE PAYERS 2012 vs 2011 2012 vs 2011 bizz models+19% +33% free +17% +18% 1.CONSUMERS USE 4 SCREENS 3. GAMES ARE SERVICES screens services avg. spent MARKET per paying gamer GROWTH organisation -21% access (£14.7/month) 5. GLOBALISATION+9% +4% value profit +8% +3% PLAYERS 4. BALANCING BUSINESS MODEL MONEY © 2013 Newzoo
    • Mobile Games CONSUMER PERSPECTIVE INDUSTRY All growth KPIs above average PERSPECTIVE TIME 2. GAMES ARE FREE PAYERS 2012 vs 2011 2012 vs 2011 bizz models+45% +24% free +19% +33% TOTAL TOTALMARKET MARKET 1.CONSUMERS USE 4 SCREENS 3. GAMES ARE SERVICES screens services avg. spend MARKET per paying gamer GROWTH organisation +5% access (£3.5/month) 5. GLOBALISATION +18% +30% value profit +9% +4% TOTAL TOTALMARKET MARKET PLAYERS 4. BALANCING BUSINESS MODEL MONEY © 2013 Newzoo
    • Back to the Screens using the Newzoo Screen SegmentationTM Model 30% 69% Screens 66% 47% ENTERTAINMENT COMPUTER SCREEN SCREEN CONSUMER 14% 40% 41% 8% FLOATING PERSONAL SCREEN SCREEN 40% of all British Connectors Gamers are paying gamers spreading theiralso spend money time and budget on a floating across more screen SOCIAL NETWORKS THE CLOUD THE REAL WORLD screens….. © 2013 Newzoo
    • Shall I follow… …my paying gamers across his screens? US UK GER FR IT ES BE NL RU BR PL TR AUS 8.900.000 4.100.000 spend money on CONSUMER also spend money on PERSONALCOMPUTER mmos smartphones SCREEN 13.500.000 SCREEN WoT Gamers © 2013 Newzoo
    • Shall I follow… …my paying gamers across his screens? “your paying playersspend a maximum of 30% of their budget on your single screen game” - Peter Warman, CEO Newzoo © 2013 Newzoo
    • Single Screen Metrics are very cooldownloads 24 DEC 2012- 19 JAN 2013revenues 24 DEC 2012- 19 JAN 2013 © 2013 Newzoo/Distimo
    • Single Screen Metrics are very cool but watch out OOOPSSS!! ScreensMy COA is unaffordable What do I do now? ENTERTAINMENT COMPUTER SCREEN SCREEN CONSUMER1. Cost of acquisition2. Conversion3. ARPPU4. Lifetime Value FLOATING PERSONAL Metrics SCREEN SCREEN Connectors SOCIAL THE THE REAL NETWORKS CLOUD WORLD © 2013 Newzoo
    • Consumers Drive Change And expect IP to travel across screens Screens ENTERTAINMENT COMPUTER SCREEN SCREEN Games as IP CONSUMERGames FLOATING PERSONAL SCREEN SCREEN Connectors SOCIAL THE THE REAL NETWORKS CLOUD WORLD © 2013 Newzoo
    • Know Your Gamer Especially the ones that payDid you know that there are 1,570,000 paying female mobilegamers walking around the NEXT shops in the UK? © 2013 Newzoo
    • In an Ideal WorldWe would exactly understand consumers and have all the metrics Screens ENTERTAINMENT COMPUTER SCREEN SCREEN CONSUMER Games FLOATING PERSONAL Metrics SCREEN SCREEN Connectors SOCIAL THE THE REAL NETWORKS CLOUD WORLD © 2013 Newzoo
    • You are not the first Newzoo Client several key clients cannot be disclosed © 2013 Newzoo
    • Let’s Close That Gap!Peter Warman, Newzoo, London, 23 January 2013 © 2013 Newzoo
    • This keynote isavailable in theNewzoo mobile app now peter@newzoo.com CEO Newzoo www.newzoo.com © 2013 Newzoo