Newzoo US Games Market Country Summary Report 2012


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Our series of country-specific summary reports showcase high-level 2012 data, including YoY growth figures on Players, Time, Payers and Money. The data shown is based on our own analysis of consumer data as well as transactional and financial data. All topics available for this country can be found on

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Newzoo US Games Market Country Summary Report 2012

  1. 1. supported byUS EU* UK GER FR IT ES BE NL RU BR PL TR AUS JP CN 2012 Country Summary Report US Featuring fresh research results on The US Games Market Wybe Schutte | Manager New Business | Peter Warman | CEO Newzoo | November 2012 © 2012 Newzoo |
  2. 2. US Summary ReportFresh data on the gaming market in the USAbout this US Summary Report Content of the reportThis report gives a high-level overview of the US Games Market based on fresh research 1. Overview of the marketand analysis of Newzoo and partners. Find out where the growth will be in the US and 2. Key trends: EU vs UShow the games market develops. 3. Gamers vs Screens: EU vs US 4. Mobile gamingMost of the data is derived from our Newzoo Data Explorer that our clients use to cross- 5. All research topicsanalyze over 200 topics across all business models and market segments. This document 6. Subscription offeralso includes data plotted on our new Screen Segmentation ModelTM comparing the US 7. Newzoo & Contactwith Europe across the typical screens that consumers use to play games. Newzoo We combines Consumer, Transactional & Financial data to provide our clients with The Total Picture and Client-Specific Business Insights required to make smart strategio, development and commercial decisions. Find more info and free stuff on Peter Warman CEO Newzoo, +31 (0)20 6635816 © 2012 Newzoo 2
  3. 3. 1. US Games Market | 2012High-level overview of players, time and money © 2012 Newzoo 3
  4. 4. Casual game websites very popular72% of 157M US Gamers © 2012 Newzoo 4
  5. 5. Consoles attract most game time40% of game time spent on Console & PC/Mac © 2012 Newzoo 5
  6. 6. Mobile games spending continues to growConsoles take 1/3 of money incl. second-hand, import, DLC © 2012 Newzoo 6
  7. 7. 2. Key TrendsMonitoring & Understanding Change © 2012 Newzoo 7
  8. 8. Monitoring Change | KPIsTo size and seize future growth opportunities Most reports on the games market focus on number of players and/or money. To monitor and understand the changes in the games market this is not enough, especially now free-to-play business models are becoming so dominant. We always also report on Time and number of Paying Gamers (Payers) to provide more perspective. Games Market Growth
  9. 9. Key Growth Indicators | With Key Trends In Betweenpayers time 2011-2012 2011-2012 2011-2012 2011-2012 +26% +18% +33% +17% 2011-2012 2011-2012 2011-2012 2011-2012 +8% +8% +1% +3% players money © 2012 Newzoo 9
  10. 10. The 4 Key Trends Key Growth Indicators | With Key Trends In Betweenpayers time bizz models free screens services organisation access value profit players money © 2012 Newzoo 10
  11. 11. Luxembourg, here we areThis place is about more than money…. Consumers want continuous access games that are, in principle, free. Ideally, their game continuously improves and expands, as a service. If the game gives them value, they are more than willing to spend money. access free service value screens bizz models organisation profit Game companies need to make their games accessible via all screens as well as adapt their business models. The latter requires organisational change and a continuous balancing act between consumer value and company profit. Hard but it is the only way to remain profitable in this competitive market. © 2012 Newzoo 11
  12. 12. Key Take-AwayWhy big publishers struggle amidst all the change “free-to-play is not abusiness model but a way to run your business” - Peter Warman, CEO Newzoo © 2012 Newzoo 12
  13. 13. 3. Gamers and their Screens The US versus Europe © 2012 Newzoo 13
  14. 14. Consumers vs ScreensNewzoo Screen Segmentation Model TM 21% of EU gamers (2012) play on all four screens 22% of US gamers (2012) play on all four screens market growthAll Screens Connected By:• Social Networks• The Cloud• The Real World © 2012 Newzoo 14
  15. 15. The Computer Screen | 2012Newzoo Screen Segmentation Model TM11.1B 143Mus dollars players51% 91%61% 61%payers hrs/week52.8M 1.15B
  16. 16. The Entertainment Screen | 2012 Newzoo Screen Segmentation Model TM 6.4B 105Mus dollars players29% 67% 69% 17% payers hrs/week59.3M 324M
  17. 17. The Personal Screen | 2012Newzoo Screen Segmentation Model TM1.8B 92.1Meuro players8% 59%38% 13%payers hrs/week33.0M 254M
  18. 18. The Floating Screen | 2012Newzoo Screen Segmentation Model TM2.6B 48.4Meuro players12% 31%37% 9%payers hrs/week31.7M 167M
  19. 19. 4. Mobile GamingSmartphones, Tablets & Handheld Consoles © 2012 Newzoo 19
  20. 20. Mobile Gaming | EU vs The U.S 2012Work in Progress | Smartphones vs Tablets vs Handhelds 62.4M European* Gamers (47% of all gamers) |90.4M US Gamers (58%) Smartphone, Tablet or Handheld Console Gamers * Aggregate of UK, GER, FR, NL, BE, IT Smartphones Smartphones Tablets Tablets 42% 7% 4% 50% 12% 7% 4.1M 2.4M 10.5M 6.2M 26.4M 45.3M 5% 3% 5% 3% 3.2M 1.9M 4.1M 2.4M 20% 11% 12.3M 10.3M 19% 13% 12.1M 11.6M Handheld consoles Handheld consoles Source: Newzoo Mobile Trend Report, October 2012
  21. 21. Top 5 Games US September 2012Based on total iPad, iPhone and Google Play store revenues Rank Game Last Month Publisher 1 Kingdoms of Camelot: Battle for the North 2 Kabam 2 Rage of Bahamut 1 Mobage 3 Dragon Vale 3 Backflip Studios 4 Clash of Clans 17 Supercell 5 Slotomania HD 4 Playtika LTD Rank Game Last Month Publisher 1 Bingo Bash 2 BitRhymes Inc. 2 Clash of Clans 12 Supercell 3 Dragon Vale 1 Backflip Studios 4 Kingdoms of Camelot: Battle for the North 3 Kabam 5 Slotomania HD 4 Playtika LTD Rank Game Last Month Publisher 1 Rage of Bahamut 1 Mobage 2 Slotomania- Slot machines 2 Playtika LTD 3 Dark Summoner 3 Ateam Inc. 4 Zynga Poker 5 Zynga 5 Slot City- Slots Machines 4 Dragon Play © 2012 Newzoo © 2012 Newzoo 21
  22. 22. 5. All Research TopicsAvailable on the US games market © 2012 Newzoo 22
  23. 23. Newzoo Data Explorer TopicsConsumer Insights across all game business models Demographics Play frequency per marketsegment Base: Total online population aged 10-65 Time spent playing per market segment Gender Genre preferences per market segment Age Players of key franchises, including Minecraft, World of Warcraft, Assassins Creed, FarmVille, FIFA, Education* Sims, Bejeweled, GTA, Call of Duty, BattleField, League of Legends, World of Tanks, Zynga Poker, Income Bubble Shotter, Tetris. Work situation Home situation Game spending Hobbies and general interests Base: All gamers Total number of (non-)paying gamers Media, Retail & Technology Paying players per market segment Base: Total online population Average money spent per market segment Media usage (print, radio, TV, social networks, internet) Business model preference per market segment Social network preference* Preferred payment method per market segment Mobile phone brand & provider Tablet brands: e.g. iPad, Kindle Fire, Galaxy Tab MMO-specific Use of tablet Base: MMO gamers TV connectivity Free-to-play (F2P) versus Pay-to-Play (P2P) Preferred TV channels* In-game spending in F2P / P2P Preferred generic websites* Browser versus Client Preferred retail chains* Number of MMO games played General use of prepaid cards / gift vouchers / promotional codes Preferred MMO type: e.g. RTS, RPG, Shooter, Sports, Battle Arena, Resource/Casual Preferred MMO genre: e.g. Fantasy, Sci-Fi, Realism, Anime, History Game behaviour Preferred MMO graphic style: e.g.2D, 3D, Side-scrolling. Base: Total online population / gamers Total number of (non-)gamers Social/Casual-specific Players per market segment: Base: All online casual or social gamers Casual game websites: e.g. Pogo, MiniClip,, Yahoo Preferred online game destinations* Social networks: global and local Choice of social networks* Mobile devices: smartphones and tablets Social networks as game destination MMO games: F2P/P2P, Browser/Client Share of time on socialnetworks spent on games Consoles: including Vita and DS Social franchises: e.g. Ravenwood, Words with Friends PC/Mac: downloaded or boxed Brand awareness of social publishers: e.g. Zynga, Wooga Number of social games played/ tried *Country-specific topics © 2012 Newzoo 23
  24. 24. Newzoo Data Explorer TopicsConsumer Insights across all game business modelsMobile-specific Fresh topics available from October 2012:Base: All tablet and (smart)phone gamers Time spent on the internet divided over locations Mobile device used to play: e.g. tablet, smartphone, iPod Time spent on the internet divided over screens Share of spending on multiple devices Using/Subscription: Netflix/Digital TV/ Satellite TV/Pay TV/Spotify/Amazon Account Popularity of mobile browser games Frequency watching TV and: read news paper or magazines, surf the web while TV is on, Popularity of pre-installed games communicate online or via phone with friends, playing games Popularity of download / app store games Awareness new products: iPhone5, Windows 8 operating system, Small screen iPad, Google Download source for smartphones and tablets Nexus 7, Apple TV, Wii U, PlayStation 4, Microsoft Smart Glass, The new Microsoft Xbox, Ouya’s App stores used Video Game Console Share of up-front payment versus in-game spending Buying intention: iPhone5, Windows 8 operating system, Small screen iPad, Google Nexus 7, Reasons for chosing a mobile game Apple TV, Wii U, PlayStation 4, Microsoft Smart Glass, The new Microsoft Xbox, Ouya’s Video Cross-screen gaming: role of mobile device Game Console Number of mobile games played MMO portals visited past 6 months Populair MMO franchises played (e.g. WoW, LoL, Runescape, World of Tanks, Lineage)PC/Mac and Console-specific Statements about: Engagement Casual games versus TVBase: All PC/Mac and/or Console gamers Reasons to try a new social network game Boxed vs. Downloaded PC/Mac games Social franchises played (e.g. FarmVille, CityVille, Words with Friends, MafiaWars, Ravenwood Share of Boxed games in total PC/Mac spend Fair) Console used & owned Brand awareness social game developers (e.g. Zynga, PopCap, Playfish, Wooga) Own or play for key franchises: e.g. Skyrim, GTA, CoD Awareness brand or franchise (e.g. Chillingo, GREE, Mobage, Crime City, Rage of Bahamut, Download source PC/Mac games: e.g. Steam, Origin, Filesharing Where’s My Water?) Buying games abroad/ import General attitude towards brand or franchises (e.g. Chillingo, GREE, Mobage, Crime City, Rage of Share of pre-owned in total spending Bahamut, Where’s My Water?) Share of digital downloads in total spending Mobile franchises played (e.g. Angry Birds, Ice Age, Draw Something, Kingdoms of Camelot) Importance of game extensions as buying reason Statements about: Opinion push notifications mobile games Statements about: Spending, timing and budget for mobile games Statements about: Preference of boxed vs. downloaded PC/Console games *Country-specific topics Endless cross-analysis of all topics across 12+ countries in US EU* UK GER FR IT ES BE NL RU BR PL TR AUS JP CN our Newzoo DataExplorer © 2012 Newzoo 24
  25. 25. 6. Subscription offersConsumer Insights & Monthly Mobile Data © 2012 Newzoo 25
  26. 26. Consumer Research Data | Total PictureAnalyze, create/export graphs online, based on >200 topicsSelect topics & variables Select or compare countries Filters to cross analyzeExport to powerpoint or excel relative and absolute numbers © 2012 Newzoo One year subscription | Free analysis support All US Data €4,000 © 2012 Newzoo 26
  27. 27. Transactional Mobile Games DataTop 200 grossing and top 300 downloaded games (monthly) iPhone iPad PlayStore Amazon Windows 8 Stores: Early 2013: Over 30 datapoints per game. Easily select the publisher and see their games in the top 200 gross ranking and top 300 free and paid ranking across all app stores. Game by game revenues and downloads. Per country and per App store. © 2012 Newzoo/Distimo This monthly subscription will be upgraded to the Distimo AppIQ online dashboard early 2013. Excel product available now. Contact us for the possibilities © 2012 Newzoo 27
  28. 28. 7. Newzoo & ContactResearch, Client Portfolio & Contact Details © 2012 Newzoo 28
  29. 29. Newzoo | The Total Picture Consumer, Transactional & Financial Data Newzoo research portfolio US EU* UK GER FR IT ES BE NL RU BR PL TR AUS JP CN Several USclients cannot be disclosed. © 2012 Newzoo 29
  30. 30. Newzoo PartnersSupporting your global business developmentPayments Intelligence, Amsterdam,the fastest way to increase your ROI the perfect city for your game companyGlobalCollect is the worlds’ premier provider of local payment services. It Four reasons why game companies such as PerfectWorld, Gamania andprocesses payments across the globe for the majority of leading game DeNA have chosen the Amsterdam Metropolitan Area for their Europeanpublishers and distributors. office.> 15 million payments a month ■ Central location in Europe In July 2012 GlobalCollect processed over 15M gaming transactions The Netherlands sits nicely and independently in between Europe’s largest globally. markets: the UK, Germany and France and is known to be a perfect test Gaming payments data and benchmarks are available to clients based market for new digital media products. on gaming platform, game type, monetization model and genre. ■ Excellent Infrastructure Payment specific data includes global payment method popularity, Amsterdam is home to the Amsterdam Internet Exchange, the world’s average transaction values, fraud benchmarks, currency volume, largest internet hub in terms of both traffic and members transaction volume figures etc. ■ Multilingual Workforce GlobalCollect provides advice on paymentization practices including Amsterdam has always been very international in terms of people, multi-acquirer management, automated re-routing capabilities and languages and business. It is also easy to attract talent from other parts of benchmarking for credit card processing to increase revenues. Europe to spend some years in Amsterdam. ■ Financial Framework Many international companies, such as IKEA have set up their financial HQ in the NetherlandsRecent whitepaper Cross-Screen Monetization of Games Please contact me to see what advantages apply to your specific situation. Nathan Salisbury Annelies in t Veld Global Market Director - Gaming Senior Manager Foreign Investments GlobalCollect City of Amsterdam | Economic Affairs, +31 (0)23 567 1500, +31 (0)20 552 3204 © 2012 Newzoo 30
  31. 31. Contact usOr buy directly online Order subscriptions online on Or contact us Newzoo Wybe Schutte +31 20 6635816 © 2012 Newzoo 31