Newzoo Mobile Trend Report March 2012
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Newzoo Mobile Trend Report March 2012

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Newzoo Mobile Trend Report March 2012 Newzoo Mobile Trend Report March 2012 Presentation Transcript

  • console console pc/mac pc/mac casual social mobile mmo connected retail digital retail digital websites networks devices games TV Mobile Games Trend Reporttrend report version 1.0 Why smartphone and tablet gaming is relevant for every game company. © 2012 Newzoo games market research Newzoo Trend Report | Mobile Games | March 2012
  • Mobile Games. Why smartphone and tablet gaming is relevant for every game company. games market research 2011 portfolio new in 2012 New: Newzoo Mobile App US UK Germany France Spain Italy Netherlands Belgium Brazil Mexico Russia China Korea All Black Books, Keynotes, Trend Reports Poland Turkey About this Newzoo Trend Report Plus news from gamesindustry.com/blog Mobile gaming is on everyone’s agenda. There are many reasons why... This report shows that the total number of Americans that play games on their smartphone, tablet or iPod Touch has now surpassed the 100 million mark, a year-on- year increase of 35%. Europe shows a growth of 15%, totaling 70 million gamers for seven key territories. Men slightly outnumber women in the US (52%) as well as in key European countries (55%). Growth rate in terms of time and money spent is significantly higher. In addition to the growing installed base of smartphones and tablets, three key drivers are accelerating growth of this games market segment: uptake of in-game purchases in free games, tablets and smartphones each creating their own market and the popularity of “mid-core” games. In 2011, mobile gaming took 13% of all time spent on games worldwide, totaling more than 130 million hours a day, and 9% of total money spent on games, grossing $5.8bn. Please check out our work in progress on an alternative way to segment the market on the next page. On the new iPad: The recent launch of the new iPad did not bring us the edgeless display and other innovations we were hoping for, but… the two main upgrades, processing power and resolution, dramatically improve the immersive experience of “core” games on that platform. Immersive experience and casual gameplay combined is what “mid-core” gaming is about. An effort to size this market is included in this report. Our clients receive access to a complete batch of fresh consumer data on the 10th of April. If Peter Warman CEO Newzoo, you also want to be the first to benefit, or peter@newzoo.com have any other questions or remarks, feel free +31 (0)20 6635816 to contact me. In April also, we will be the first linkedin.com/in/warman to have month by month PlayStore data.Newzoo Trend Report | Mobile Games | March 2012 © 2012 Newzoo | www.newzoo.com | 2
  • Alternative Market Segmentation From a consumers’ perspective games market research Social Networks High-level split per screen: Casual websites MMOs Demographics PC/Mac Boxed  Age/gender Console Boxed © Newzoo 2012 PC/Mac Downloads  Home/work situation Console DLC TV Apps / Cloud  Media consumption Genre  Casual  Mid-core  Core Business Model  Game fee  Subscription  Add-on content  Virtual items  Enhanced functionality  Access  Skillgaming/Casino Distribution  Physical Handheld  Download consoles Smartphones  Cloud Tablets (incl. iPod Touch) Payment method  PayPal, CreditCard, Pre- Paid, E-banking etc see Newzoo’s GDC keynote for more detail: www.newzoo.com/keynotesNewzoo Trend Report | Mobile Games | March 2012 © 2012 Newzoo | www.newzoo.com | 3
  • Key Take-Aways. Number of US Mobile Gamers Jumps 35% and Passes 100 Million. games market research Mobile Gamers 100M March 2012 Gamers on mobile phones, tablets or Key Take-Aways United States +35% YoY iPod Touch. Fresh 2012 data 69M Number of Mobile Gamers jumps 35% in US year-on-year totaling 100 million The US counts 21 million tablet gamers Growth in EU, based on five countries is lower: 21M 15% or 70 million mobile gamers 19M 18M Share of in-game spending continues to rise: 90% in US, 79% in Europe for both iPhone and iPad. 4.2 million iOS games are downloaded per day in the US. 2.4 million in key EU territories. Mobile Gamers 70M March 2012 Gamers on mobile phones, tablets or Review 2011 data Europe (UK, GER, FR, NL, BE) +15% YoY iPod Touch. Share of mobile gamers that spends money is highest in Asia (47%) followed by the US (36%). 48M Europe and Emerging markets show lower “conversion” at 26%. A slight majority of paying mobile gamers is 18M male. 58% in US, 65% in EU. 11M 8M 22% of American mobile gamers use mobile games as extension of a game played on a different platform.Newzoo Trend Report | Mobile Games | March 2012 © 2012 Newzoo | www.newzoo.com | 4
  • Mobile gamers: players & payers. As much as 47% of the Asian mobile gamers are payers (2011). games market research US UK Germany France Spain Italy Netherlands Belgium Brazil Mexico Russia China Korea US Europe* Emerging* Asia* Players 52% 61% 72% 87% % of gamersand absolute 75m 80m 65m 140m Payers 26% 47% % of players 36% 26%and absolute and spend 27m | $2bn 20m | €1.3bn 17m | $0.5bn 66m | $1.3bn * As aggregate of the 7 EU countries mentioned Newzoo Trend Report | Mobile Games | March 2012 © 2012 Newzoo | www.newzoo.com | 9
  • Key Demographics. 83% of American Paying Mobile Gamers are 10 to 35 years old (2011) . games market research US Emerging Gender Gender Payers Payers Europe* Gender Gender Asia** Payers PayersNewzoo Trend Report | Mobile Games | March 2012 © 2012 Newzoo | www.newzoo.com | 10
  • iOS Downloads & Revenues | Feb. 2012 games market researchIn-game purchases take 90% of revenues in the US. Downloads for top 300 free & paid games for iPod/iPhone and iPad 4,200,000 2,400,000 downloads per day downloads per day iPad iPhone/iPod iPad iPhone/iPod revenue share revenue share Source: Newzoo/Distimo Monthly Download & Revenue Data on top 300 free and paid games | www.iosdata.com | www.playstoredata.comNewzoo Trend Report | Mobile Games | March 2012 © 2012 Newzoo | www.newzoo.com | 5
  • Top Grossing on iPhone/iPod | Feb. 2012 games market research Free, free, free! It’s free games that dominate the top 5. Top Grossing iPhone/iPod Games Top Grossing iPhone/iPod Games February 2012 - US MoM February 2012 - Europe MoM 1.DragonVale (Free) 1.Poker by Zynga (Free) Backflip Studios 2 Zynga 1 2.Temple Run (Free) 2.Texas Poker (Free) Imangi Studios, Llc 1 KAMAGAMES Ltd. 2 3.Poker by Zynga (Free) 3.Smurfs’ Village (Free) Zynga 3 Beeline Interactive, Inc. 4 4.Slotomania (Free) 4.DragonVale (Free) Playtika Ltd 8 Backflip Studios 3 5.Where’s my water 5.Lords & Knights (Free) NimbleBit Llc 9 XYRALITY GmbH 8 Source: Newzoo/Distimo Monthly Download & Revenue Data on top 300 free and paid games | www.iosdata.com | www.playstoredata.comNewzoo Trend Report | Mobile Games | March 2012 © 2012 Newzoo | www.newzoo.com | 6
  • Top Grossing on iPad | Feb. 2012 games market research Europeans take traditional games to their iPads. Top Grossing iPad Games Top Grossing iPad Games February 2012 - US February 2011 - Europe 1.DragonVale (Free) 1.Smurfs’ Village (Free) Backflip Studios 1 Beeline Interactive, Inc. 2 2.Slotomania HD (Free) 2.DragonVale (Free) Playtika, Ltd. 6 Backflip Studios 4 3.Mystery Manor (Free) 3.Texas Poker (Free) Game Insight, LLC 8 KAMAGAMES Ltd 3 4.Modern War (Free) 4.Poker by Zynga (Free) Funzio, Inc. 4 Zynga 6 5.Smurfs’ Village (Free) 5.The Sims FreePlay (Free) Beeline Interactive, Inc. 7 EA Swiss Sarl 1 Source: Newzoo/Distimo Monthly Download & Revenue Data on top 300 free and paid games | www.iosdata.com | www.playstoredata.comNewzoo Trend Report | Mobile Games | March 2012 © 2012 Newzoo | www.newzoo.com | 7
  • Top Grossing in Mac AppStore | Feb. 2012 games market research Aspyr & Feral dominate as publishers. Lots of big titles missing. Top Grossing MacGames Top Grossing MacGames February 2012 - US February 2012 - Europe 1. Civilization V: Campaign Ed. 1.Tropico 3: Gold Edition Aspyr Media, Inc. 1 Feral Interactive, Ltd. 18 2.Tropico 3: Gold Edition 2.Call of Duty 4: MW Feral Interactive, Ltd. 13 Aspyr Media, Inc. 1 2.Star Wars: KOTOR 3.RAGE: Campaign Editor Aspyr Media, Inc. 2 Aspyr Media, Inc. - 4.RAGE: Campaign Editor 4.Civilization V: Camp. Ed. Aspyr Media, Inc. - Aspyr Media, Inc. 3 5.Call of Duty 4: MW 5.Rome Total War Gold Ed. Aspyr Media, Inc. 3 Feral Interactive, Ltd 9 Source: Newzoo/Distimo Monthly Download & Revenue Data on top 300 free and paid games | www.iosdata.com | www.playstoredata.comNewzoo Trend Report | Mobile Games | March 2012 © 2012 Newzoo | www.newzoo.com | 8
  • Consumers view on Role Mobile Games. 33% of US mobile gamers see mobile as a subsitute (2011). games market research Amsterdam, the perfect city for your game company Four reasons why game companies such as PerfectWorld, Gamania and DeNA have chosen the Amsterdam Metropolitan Area for their European office. ■ Central location in Europe The Netherlands sits nicely and independently in between Europe’s largest markets: the UK, Germany and France and is known to be a perfect test market for new digital media products. ■ Excellent Infrastructure Amsterdam is home to the Amsterdam Internet Exchange, the world’s largest internet hub in terms of both traffic and members ■ Multilingual Workforce Amsterdam has always been very international in terms of people, languages and business. It is also easy to attract talent from other parts of Europe to spend some years in Amsterdam. ■ Financial Framework Many international companies, such as IKEA have set up their financial HQ in the Netherlands Please contact me to see what advantages apply to your specific situation. Annelies in t Veld Senior Manager Foreign Investments City of Amsterdam | Economic Affairs Source: 2011 Newzoo Consumer Research | Newzoo Data Explorer veld@ez.amsterdam.nl, +31 (0)20 552 3204Newzoo Trend Report | Mobile Games | March 2012 © 2012 Newzoo | www.newzoo.com | 11
  • Reasons to download mobile games. Russians rely on friends, Americans go for price (2011). games market research Newzoo Free Services in 2012 Gamesindustry.com B2B market place >400 companies Free to list your company Gamesindustry.com/blog Aggregated market data & investment news Smartly tagged Source: 2011 Newzoo Consumer Research | Newzoo Data ExplorerNewzoo Trend Report | Mobile Games | March 2012 © 2012 Newzoo | www.newzoo.com | 12
  • The Mid-Core Market. Sizing and profiling the opportunity. games market research What is mid-core gaming? US Europe At Casual Connect Europe, Newzoo Mid-core market1) gave a keynote on mid-core gaming Spend $1.2bn €1.1bn including an estimate of the size of this “opportunity” that combines an Players 21.6M 24.0M immersive experience and casual gameplay. These game are expected Spenders 13.1M 15.7M to particularly appeal to the older male demographic between 30 and Mid-core opportunity2) 50 whose time becomes scarce. 1) The Spend $280M €260M current size of the mid-core market is based on an analysis of Players 13.3M 10.2M people spending money on core genre games on PC/Console AND on Spenders 3.2M 3.6M casual, social or mobile games. 2) The Total Market growth potential is based on the assumption that mid-core games Share of total market Share of total market can limit the drop (e.g. 43% in Europe) in number of core gamers 5.5% 6.7% $21.5bn €16.5bn that occurs in the age group 30-50 23% growth 2011E 2011E 24% growth compared to 10-20 year olds. The full keynote presentation can be found on www.newzoo.com/keynotesNewzoo Trend Report | Mobile Games | March 2012 © 2012 Newzoo | www.newzoo.com | 13
  • 2012 Newzoo Subscriptions. 2011 MMO Games Market Report Download the latest factsheets for topics & prices. €990 2012 Consumer Research 2012 subscribers Monthly Mobile Games Data Console | MMO | PC/Mac | Casual | Social | Mobile | TV already include AppStores: iPhone | iPad | Mac | PlayStore www.newzoo.com/2012 www.iosdata.com | www.playstoredata.comNewzoo Trend Report | Mobile Games | March 2012 © 2012 Newzoo | www.newzoo.com | 14