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Newzoo Keynote on Content marketing in a multi-screen world: consumers vs metrics [a]list summit
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Newzoo Keynote on Content marketing in a multi-screen world: consumers vs metrics [a]list summit

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Games are by far the most popular downloadable content on mobile devices, accounting for one in every three app downloads. Even more impressive is that games take two out of every three dollars spent …

Games are by far the most popular downloadable content on mobile devices, accounting for one in every three app downloads. Even more impressive is that games take two out of every three dollars spent on tablets and smartphones. Game companies have been quick to jump on the opportunities afforded by these new screens, but are also facing new challenges.

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  • 1. 29JAN2013NYC PETER WARMAN CEO NEWZOOCONTENT MARKETING IN A MULTI-SCREEN WORLDMOBILE GAMES | CONSUMERS VS METRICS
  • 2. 29JAN2013NYC PETER WARMAN CEO NEWZOOCONTENT MARKETING IN A MULTI-SCREEN WORLDMOBILE GAMES | CONSUMERS VS METRICS © 2013 Newzoo
  • 3. ENTERTAINMENT SCREEN © 2013 Newzoo
  • 4. ENTERTAINMENT SCREEN COMPUTER SCREEN © 2013 Newzoo
  • 5. FLOATINGENTERTAINMENT SCREEN SCREEN COMPUTER SCREEN © 2013 Newzoo
  • 6. FLOATINGENTERTAINMENT SCREEN SCREEN PERSONAL COMPUTER SCREEN SCREEN © 2013 Newzoo
  • 7. FLOATING SCREEN First Time Gamer Eva, 43 years old Location: Vietnam PERSONAL SCREEN© 2013 Newzoo
  • 8. Facts On Screens and DadsENTERTAINMENT SCREEN 22% FLOATING SCREEN 71% of all American gamers of 6.1 million American paying play on all four mobile gamer Dads screens, totaling with kids at home spend that money 34,500,000 mainly on their kids. Americans COMPUTER #1 PERSONAL SCREEN MultiScreen SCREEN Gamers in the World UK: 26% Only 46% for Moms….. © 2013 Newzoo
  • 9. THE OFFICE yesterday© 2013 Newzoo
  • 10. today© 2013 Newzoo
  • 11. Let’s Lean Back And lets take a fresh look Screens ENTERTAINMENT COMPUTER SCREEN SCREEN CONSUMERGames FLOATING PERSONAL Metrics SCREEN SCREEN Connectors SOCIAL THE THE REAL NETWORKS CLOUD WORLD © 2013 Newzoo
  • 12. Three Reasons To lean back and take a fresh look1 Investors are lost2 Consumers spread their budget3 Cost of acquisition is too high © 2013 Newzoo
  • 13. 1 Games Industry Investors © 2013 Newzoo
  • 14. The Gap Webetween investors and our industry understand our industry Source: Digi-Capital But investors haven’t got a clue © 2013 Newzoo
  • 15. 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
  • 16. The Gapbetween investors and our industry © 2013 Newzoo
  • 17. ….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
  • 18. ….add to that an abundance of ….Misleading headlines © 2013 Newzoo
  • 19. ….add to that an abundance of ….Misleading headlines © 2013 Newzoo
  • 20. Lets help the investorto look around before he crosses
  • 21. 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
  • 22. 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+26% +33% free +17% +18% 1.CONSUMERS USE 4 SCREENS 3. GAMES ARE SERVICES screens services avg. spend MARKET per paying gamer GROWTH organisation -26% access ($21.2/month) 5. GLOBALISATION+8% +1% value profit +8% +3% PLAYERS 4. BALANCING BUSINESS MODEL MONEY © 2013 Newzoo
  • 23. Lets help the investorto put growth segments in perspective
  • 24. The Two New Screens The reason why we are here today © 2013 Newzoo
  • 25. The Global Picture mobile (tablet and smartphone) games (2012)$9bn +32% >500M >175MCONSUMER SPEND ANNUAL GROWTH MOBILE PLAYERS PAYING PLAYERS33% OF ALL* 66% OF ALL*DOWNLOADS MONEY $TO SMARTPHONES SPENT ON SMARTPHONESAND TABLETS WERE AND TABLETS WAS SPENT ON GAMES *BASED ON iOS APP STORE DATA IN 44 COUNTRIES & GAMES PLAYSTORE DATA OF 17 COUNTRIES © 2013 Distimo/Newzoo
  • 26. 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+69% +35% free +26% +33% TOTAL TOTALMARKET MARKET 1.CONSUMERS USE 4 SCREENS 3. GAMES ARE SERVICES screens services avg. spend MARKET per paying gamer GROWTH organisation -19% access ($5.4/month) 5. GLOBALISATION +34% +17% value profit +8% +1% TOTAL TOTALMARKET MARKET PLAYERS 4. BALANCING BUSINESS MODEL MONEY © 2013 Newzoo
  • 27. 2
  • 28. All Mobile Screensoverlap of use and complementary smartphone and tablet markets CHANGE IN 6 MONTHS © 2013 Newzoo
  • 29. Back to the Screens using the Newzoo Screen SegmentationTM Model29% 64% 71% 50% Screens ENTERTAINMENT COMPUTER SCREEN SCREEN CONSUMER14% 37% 32% 7% FLOATING PERSONAL SCREEN SCREEN37% of all US Connectors 7% of all moneypaying gamers spent on gamesalso spend money by US gamerson a Floating goes through thescreen SOCIAL THE CLOUD THE REAL WORLD Personal screen NETWORKS © 2013 Newzoo
  • 30. 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
  • 31. Xbox Players And their cross-screen gaming behaviour age 10-50 Screens 91% also plays on a computer: 41.6M. 16.9M of them 45.7M ENTERTAINMENT SCREEN COMPUTER SCREEN spends money on boxed or downloaded PC games players 47% CONSUMER 74% also plays on a also plays on atablet or handheld smartphone: 33.8M. console: 21.5M 15.1M of them spends FLOATING PERSONAL SCREEN SCREEN money on mobile games. Connectors SOCIAL THE THE REAL NETWORKS CLOUD WORLD © 2013 Newzoo
  • 32. 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
  • 33. 3
  • 34. Single Screen Metrics are very cooldownloads 24 DEC 2012- 19 JAN 2013revenues 24 DEC 2012- 19 JAN 2013 © 2013 Newzoo/Distimo
  • 35. 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
  • 36. Consumers Drive Change And expect IP to travel across screens Screens Games as IP Marketing ENTERTAINMENT COMPUTER SCREEN SCREEN across all CONSUMER screens. What travels best?Games FLOATING SCREEN PERSONAL SCREEN Content! Connectors SOCIAL THE THE REAL NETWORKS CLOUD WORLD © 2013 Newzoo
  • 37. iOS vs GooglePlay Top 200 grossing games, December 2012Revenues US EU JP Age/gender of payersWomen play, Men pay US TUR POL © 2013 Newzoo
  • 38. Know Your Gamer Especially the ones that paywork situation income work situation income © 2013 Newzoo
  • 39. Know Your Gamer Especially the ones that payDid you know that there are 5,800,000 paying American femalemobile gamers that frequently shop at CVS Pharmacy? © 2013 Newzoo
  • 40. Know Your Gamer Especially the ones that payDid you know that 48% of 4.5M paying female mobile gamersthatactively use an iPad frequently use Craigslist? …. 2.5M male paying mobile gamers that use an iPad can be found on espn.com? © 2013 Newzoo
  • 41. Know Your Gamer Especially the ones that payDid you know that 27% of 7.3M paying male mobile gamers thatactively use an iPad frequently watches CNNt? …. 0.8M female paying mobile gamers that use an iPad watch Nickelodeon? © 2013 Newzoo
  • 42. 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
  • 43. You are not the first Newzoo Clients several key clients cannot be disclosed © 2013 Newzoo
  • 44. Let’s Close That Gap!Peter Warman, Newzoo, New York, 29 January 2013 © 2013 Newzoo
  • 45. 29JAN2013NYC PETER WARMAN CEO NEWZOOThis keynote isavailable in theNewzoo mobile app now peter@newzoo.com © 2013 Newzoo www.newzoo.comCONTENT MARKETING IN A MULTI-SCREEN WORLDMOBILE GAMES | CONSUMERS VS METRICS