Gamers vs Screen, Fresh Facts, Trends & Opportunities

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Presentation given by Peter Warman at Thinkgaming Berlin, June 2012

Presentation given by Peter Warman at Thinkgaming Berlin, June 2012

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  • 1. Gamers vs Screensgames market research Fresh Facts, Trends & Opportunities Berlin, Think Gaming, June 2012 Peter Warman, CEO Newzoo
  • 2. Today is not about fußballgames market research Well, maybe a little bit …
  • 3. Why are we here today?games market research Amidst all the change, where to go now? Festival of Games 2012
  • 4. Why is that?games market research What has changed? Festival of Games 2012
  • 5. What has changed?games market research The road to success has 2002 Festival of Games 2012
  • 6. What has changed?games market research The road to success has 2008 Festival of Games 2012
  • 7. What has changed?games market research The road to success has 2012 Festival of Games 2012
  • 8. Nice. Endless Possibilities!games market research Actually, that is the problem. Game Investor Company “Oh no! “Oh no! What am I What to do investing in?” next?” Festival of Games 2012
  • 9. Nice. Endless Possibilities!games market research Actually, that is the problem.Oh no!I need a guide
  • 10. Nice. Endless Possibilities!games market research I need a guide through the new galaxy…
  • 11. Nice. Endless Possibilities!games market research I need a guide through the new galaxy… games market research
  • 12. Nice. Endless Possibilities!games market research I need a guide through the new galaxy… games market research
  • 13. Newwho?games market research Global intelligence. Global clients. research portfolio US UK Germany France Spain Italy Netherlands Belgium Brazil Mexico Russia China Korea Turkey Poland
  • 14. Newwho?games market research Breaking news: Wizards & Newzoo
  • 15. Market Insightsgames market research Market sizing with whales Share of SciFi paying F2P MMO gamers that spend over 50 euro per month 120,000 230,000 105,000 11,000 12,000 100,000 43,000 6% of 3.8M Germans that like SciFi MMO games and spend money in F2P MMO games spends more than 50 Source: euro a month on MMO games: 230,000 Germans. 2012 Newzoo Data Explorer
  • 16. Market Insightsgames market research Marketing partners / Prepaid potential Popularity of retail chains amongst Farmerama and Farmville players 66% of 3.9M Farmerama players in Germany frequently go to Lidl: 2.6M Germans (vs 1.9M Farmville players) Source: 2012 Newzoo Data Explorer
  • 17. Market Insightsgames market research Marketing partners / Prepaid potential Of all 22.6M (of 49.7M in all US) MMO gamers that frequently visits Target, 48% spends money on MMO games: 10.9M people representing approx 23% of $2.4bn MMO spend: $550M Platform Target Payers Total Payers in M %of gamers reached per platform Mobile 19.9 36.7 54,22% Console 28.6 60.6 47,19% Casual 11.2 24.2 46,28% PC/MAC 16.6 36.8 45,11% Source: Social 9.7 18.9 51,32% 2012 Newzoo MMO 10.9 23.0 47,39% Data Explorer
  • 18. Market Insightsgames market research Cross-platform/screen potential Active use of iPad amongst US players for several key frachise gamers 650,000 9,000,000 50% of US Farmerama players League of Legends actively use an iPad versus 16% Source: best scoring MMO for Farmville players 2012 Newzoo Data Explorer
  • 19. Market Insights games market research Emerging Markets fresh 2012 data 21.8M Gamers 11.8M Gamers 52% spends money 53% spends money Turkey $400-500M* Poland $350-450M* Money Money 9% 8% 15% 12% 9% 8% Time Time12% 10% 18% 11% 14% 24%** 21% 23%** 24% 21% 23% 25% 18% 12% 10% 17% 13% 15% 16% 12% launch sponsor *2012 estimate. Further analysis underway. *For time spend PC/Mac boxed and downloaded are one.
  • 20. Market Datagames market research The basics
  • 21. Market Datagames market research The basics 11% of paying console & PC gamers buy online abroad most of the time or always: 1,700,000 Germans. Another 10% buys them physically abroad.
  • 22. Market Datagames market research The basics
  • 23. Market Datagames market research The basics 36% of console 36% of console gamers never spend gamers never spend money on console money on console games games 45% of PC/Mac 45% of PC/Mac gamers gamers
  • 24. Market Datagames market research The basics 43% of console gamers never spend money on console games 61% of PC/Mac gamers
  • 25. So, what is happening?games market research A real revolution! Multiple changes coincide. 2002 2012 “Games are “Games are Paid Products” Free Services” (yes, including console games, remember almost 50% never spends money!) Festival of Games 2012
  • 26. An examplegames market research What games are these? Infinity Blade – Epic Games The global example for core game sucess on mobile Festival of Games 2012
  • 27. An examplegames market research What games are these? Infinity Blade – Epic Games The global example for core game sucess on mobile
  • 28. An examplegames market research What games are these? Infinity Blade – Epic Games Lords & Knights – Xyrality The global example for core game Hardly known by US/Global press and sucess on mobile investors
  • 29. An examplegames market research What games are these? Infinity Blade – Epic Games Lords & Knights – Xyrality The global example for core game Hardly known by US/Global press and sucess on mobile investors
  • 30. An examplegames market research What games are these? PAID FREE Infinity Blade – Epic Games Lords & Knights – Xyrality The global example for core game Hardly known by US/Global press and sucess on mobile investors
  • 31. An examplegames market research What games are these? PAID FREE February 2012 – US + EU aggr. February 2012 – US + EU aggr. iPad Gross Rank: 44 (19) iPad Gross Rank: 6 (9) iPhone Gross Rank: 26 (16) iPhone Gross Rank: 6 (11)
  • 32. An examplegames market research What games are these? in-game revs in-game revs $1X February 2012 – US + EU aggr. $2.5X February 2012 – US + EU aggr. iPad Gross Rank: 44 (19) iPad Gross Rank: 6 (9) iPhone Gross Rank: 26 (16) iPhone Gross Rank: 6 (11)
  • 33. Mid-Core Gaminggames market research The current/next big thing? Kingdoms of Camelot April 19 2012 - US. – Kabam iPad Gross Rank: 2 (new) The core social game giant does it iPhone Gross Rank: 1 (new) again. On mobile this time. Festival of Games 2012
  • 34. Sneak previewgames market research of worlds largest game publisher in 2020
  • 35. Sneak previewgames market research of the view out of the window in 2020 Festival of Games 2012
  • 36. What about the furure?games market research Enough about the past and here & now…
  • 37. We could leave you by simply writing upgames market research Key Trends… The global games market is growing with >10% in terms of spending and Global Growth & >25% per year in terms of number of consumers and time spent. 60% of Mass audience the population in Western territories plays games, evenly split in age and gender. Emerging markets are fueling global growth. Boxed game sales are going down fast with >25% per year. Online Games as Services & connectivity and successful monetization of free-to-play games have led to New Business Models games being viewed and managed as services that are continuously improved and extended. As all games move towards the cloud, game platforms become less Cross-Screen Gaming relevant. Now it is about games as brands and providing access to games & Connected TVs through one or more screens surrounding a consumer. The big (TV) screen, traditionally ruled by consoles is now the new battlefield. The huge changes in the market lead to big losses (TakeTwo, Nintendo, Competition & Sony) as well as enormous growth (Zynga, Wargaming). Online and mobile Consolidation gaming has quickly become very competitive boosting marketing spend and M&A activity.
  • 38. What about the furure?games market research From Market Data to Insights to Intelligence
  • 39. there will always begames market research Consumers
  • 40. there will always begames market research Screens
  • 41. people will always wantgames market research Fun
  • 42. everything (and everyone) ends up in thegames market research Cloud
  • 43. when things get too complex, focus on:games market research Consumers
  • 44. entertainment Fun computer screen screen (Your Brand)games market research floating the cloud personal screen screen social networks the real world
  • 45. Console Boxed ($5.7bn) Social Netw. ($1.8bn) Console DLC ($0.8bn) Casual websites ($2.8bn) TV Apps (n.a.) US | 2011 MMOs ($2.6bn) Total: $21.5bn Total: $6.5bn PC/Mac Boxed ($1.8bn) 30% PC/Mac Downl. ($2.5bn) Total: $11.5bn 53% entertainment Fun computer screen screen (Your Brand) games market research floating the cloud personalHandh. Console ($1.5bn) screen screen Smartphones ($1.4bn) Tablets ($0.7bn) social networks (incl. iPod) Total: $2.2bn Total: $1.4bn 10% 7% the real world
  • 46. Lets zoom in on angames market research European Gamers vs Screens Players Time Payers Money Find infographics on newzoo.com.
  • 47. Lets zoom in on angames market research European Gamers vs Screens Only 14% of game time is spent on TV
  • 48. Lets zoom in on angames market research European Gamers vs Screens The Computer Screen is well balanced and easily the biggest with 50% of money but pretty close to max potential
  • 49. Lets zoom in on angames market research European Gamers vs Screens The Personal Screen attracts almost as many players and time as the Entertainment Screen. 32% of paying gamers also spends on Personal Screen
  • 50. Lets zoom in on angames market research European Gamers vs Screens PER SCREEN: Work in 50% of users progress: actively plays games Theories sizing growth
  • 51. Lets zoom in on angames market research European Gamers vs Screens
  • 52. Lets zoom in on angames market research European Gamers vs Screens
  • 53. you are building brands, and big brands…games market research are Accesible via all screens
  • 54. In the end its all about Making a F…. Good Game! 3.games market research May the force be with you!
  • 55. This is the coolest industry to be in. Let’s havegames market research Fun! peter@newzoo.com