Mobile Gaming: State of the European MarketMobile Gaming Forum - 25 January 2012Jeremy Copp, Vice President Mobile Europej...
Agenda– Mobile Media Landscape        Usage, Devices & Market Drivers        Smartphone Trends Mobile Gaming        Wh...
Mobile Media LandscapeUsage, Devices & Market DriversSmartphone Trends             © comScore, Inc. Proprietary and Confid...
The Market Open to Mobile Gaming is Growing  More than 40% of the total EU5 mobile audience now use Mobile Media.  Mobil...
Smartphone Ownership a Key Market Driver Since December 2010, smartphones have dominated new mobile phone purchases Now ...
Google’s Android Has Rapidly Grown its Smartphone Market Share In the past year, Android increased its market share from ...
Smartphone Owners are Over 237% More Likely to Use Mobile Media than Non-Smartphone Users  Smartphones have revolutionize...
Mobile GamingWho Does What & How?Which Handsets?Who Are the Consumers?            © comScore, Inc. Proprietary and Confide...
Most Prevalent Installed Game Genres are Not Always Most Purchased              Most popular genres purchased are not alw...
Distinct Audiences for Different Game Genres     Young, heavily male audience for action/adventure, RPG, sports and first...
Consumers Continue to Play Mobile Games Regularly                  Over 25% of mobile phone users (62m consumers) played ...
Pre-installed Games Still Most Popular                 Most games played are already on the handset – 16% of the audience...
Most Consumers Download Two or Fewer Games Per Month   More than 60% of downloaders added up to two games in the month  ...
Chat and Gifting Not Yet a Draw For Social Gaming      Multi-player and sharing scores are the primary activities within ...
iPhone is the Mobile Gaming Device of Choice   iPhones predominate as gaming devices with more than 10m players.   53% o...
MonetisationAdvertisingPaid Downloads & FreemiumIn Game Purchases            © comScore, Inc. Proprietary and Confidential...
In-Game Advertising Gets Noticed In-game ads reach the 39.3% of the smartphone market who play games. 29% of mobile game...
Increasingly Users Download Trial Rather Than Purchase   Unsurprisingly more than half of consumers download games for fr...
Apple App Store & Android Market Dominant Destination for Games                 Android market not favoured for paid down...
15% of Games Players with a Smartphone Made an In-Game Purchase 15% of those playing games spent money to either purchase...
Takeaways            © comScore, Inc. Proprietary and Confidential.   21
Takeaways The market for mobile gaming in Europe continues to grow   –   Ever more smartphone owners driving the update i...
Thank youAny Questions?Jeremy Coppjcopp@comscore.com
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Mobile gaming -State of the european market - Comscore - 25 Janvier 2012

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Mobile Media Landscape
-Usage, Devices & Market Drivers
-Smartphone Trends
-Mobile Gaming
-Who Does What & How?
-Which Handsets?
-Who are the Consumers?
Monetisation
-Advertising
-Paid Downloads & Freemium
-In Game Purchases
-Takeaways

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Transcript of "Mobile gaming -State of the european market - Comscore - 25 Janvier 2012"

  1. 1. Mobile Gaming: State of the European MarketMobile Gaming Forum - 25 January 2012Jeremy Copp, Vice President Mobile Europejcopp@comscore.com, +44 7876 567742
  2. 2. Agenda– Mobile Media Landscape  Usage, Devices & Market Drivers  Smartphone Trends Mobile Gaming  Who Does What & How?  Which Handsets?  Who are the Consumers? Monetisation  Advertising  Paid Downloads & Freemium  In Game Purchases Takeaways © comScore, Inc. Proprietary and Confidential. 2
  3. 3. Mobile Media LandscapeUsage, Devices & Market DriversSmartphone Trends © comScore, Inc. Proprietary and Confidential. 3
  4. 4. The Market Open to Mobile Gaming is Growing  More than 40% of the total EU5 mobile audience now use Mobile Media.  Mobile Media population has grown 22% Y-o-Y: now more than 100 million users.  Smartphone ownership has reached 94 million - 40.1% of the mobile population.  The total Smartphone audience increased by 46% year on year. EU5 Smartphone Penetration EU5 Mobile Market Segments Just Voice Smartphone 13.1% Mobile 40.1% Media 42.9% 94 million 100.9 million SMS (and Not not mobile Smartphone media) 59.9% 43.9%Mobile Media User = Used browser, application, native email, stream or download music Product: MobiLensand broadcast or on demand video (does not include SMS) Data: Three month average ending September 2011 © comScore, Inc. Proprietary and Confidential. 4 Country: EU5, N= 67,003
  5. 5. Smartphone Ownership a Key Market Driver Since December 2010, smartphones have dominated new mobile phone purchases Now more than 59% of devices sold in EU5 are smartphones Acquired Device in Month by Type 100% 90% 28% 30% 30% 31% 38%% Acquired Device in Month 80% 41% 48% 51% 53% 70% 58% 59% 60% 50% 40% 72% 70% 70% 69% 30% 62% 59% 52% 49% 47% 20% 42% 41% 10% 0% Q1 2009 Q2 2009 Q3 2009 Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Not Smartphone Smartphone Product: MobiLens Data: Three month average ending September 2011 © comScore, Inc. Proprietary and Confidential. 5 Country: EU5, N= 67,003
  6. 6. Google’s Android Has Rapidly Grown its Smartphone Market Share In the past year, Android increased its market share from 8.3% in September 2010 to its current 26.2%. Apple has increased its share from 19.4% to 20.7% while all other major operating systems saw their share decline. 60.0% Smartphone Operating Systems - Trend % YoY 51.8% Growth 50.0%% Smartphone Installed Base 40.0% - 4% 33.9% 30.0% +361% 26.2% 19.4% 20.7% +56% 20.0% 10.6% +74% 10.0% 8.3% 9.5% 7.9% 6.3% -13% 0.0% 2.0% 3.4% Sep-10 Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 +158% Symbian Google Apple RIM Microsoft Other Product: MobiLens Data: Three month average ending September 2011 © comScore, Inc. Proprietary and Confidential. 6 Country: EU5, N= 67,003
  7. 7. Smartphone Owners are Over 237% More Likely to Use Mobile Media than Non-Smartphone Users  Smartphones have revolutionized the market for Mobile Media. More than 94% of Apple’s user base consume Mobile Media.  Google, Apple and RIM platform users over-index on consumption behavior, compared to the Smartphone average.  Mobile owners with Microsoft and Symbian based devices are less likely to use Mobile Media than the average Smartphone user. Mobile Media Consumption by Operating System 100.0% 94.3% 90.0% 85.7% 86.0% 84.8% 80.0% 89.1% 76.2% 74.2% 72.0% 68.5% 70.0% 76.5% 75.4% 63.8% %Penetration 57.9% 60.0% 51.6% 64.6% 50.0% 56.5% 40.3% 40.0% 40.0% 30.0% 22.0% 20.0% 15.8% 10.0% 14.4% 0.0% Apple Google RIM Microsoft Symbian Smartphone Not Smartphone Used connected media (except SMS) Used application (except native games) Used browserMobile Media User = Used browser, application, native email, stream or download music Product: MobiLensand broadcast or on demand video (does not include SMS) Data: Three month average ending September 2011 © comScore, Inc. Proprietary and Confidential. 7 Country: EU5, N= 67,003
  8. 8. Mobile GamingWho Does What & How?Which Handsets?Who Are the Consumers? © comScore, Inc. Proprietary and Confidential. 8
  9. 9. Most Prevalent Installed Game Genres are Not Always Most Purchased Most popular genres purchased are not always the same as the most popular installed Action/adventure, board, card, strategy & casino games highest volume purchases Arcade, card, strategy & word or number games largest installed volume Most Popular Gaming Genres 14,000 800 12,000 700 Number Purchased (000) Number Installed (000) 600 10,000 500 8,000 400 6,000 300 4,000 200 2,000 100 0 0 Role Playing Games Card Racing Casino Board Retro arcade Sports Word or Number Other Strategy Quiz Action/adventure Music/Rhythm First person shooter Arcade puzzle Kids/Family Simulation Installed Purchased Product: MobiLens Data: Three month average ending September 2011 © comScore, Inc. Proprietary and Confidential. 9 Country: EU5, N= 67,003
  10. 10. Distinct Audiences for Different Game Genres Young, heavily male audience for action/adventure, RPG, sports and first person shooter games Puzzles, card games, quizzes and board games attract an older audience more evenly spread between genders Musical and strategy games have a younger, more female demographic 65% Demographic Profile of Installed Game Users Arcade puzzle Kids/Family 55% Word or Number Simulation Other Quiz Music/Rhythm Card 45% Strategy % Female Retro arcade Board 35% Role Playing Games Casino Action/adventure 25% Racing Size of bubbles = % of the market Higher on chart = More female First person shooter Further to right = Older Sports 15% 10.0 12.0 14.0 16.0 18.0 20.0 22.0 24.0 26.0 28.0 30.0 Median Age Product: MobiLens Data: Three month average ending September 2011 © comScore, Inc. Proprietary and Confidential. 10 Country: EU5, N= 67,003
  11. 11. Consumers Continue to Play Mobile Games Regularly Over 25% of mobile phone users (62m consumers) played a game in the month Nearly 13m users play a game almost every day Frequency of Playing Games 30.0 25.0 Proportion of Total Audience (%) 20.0 15.0 10.0 5.0 0.0 Almost every day At least once each week Once to three times Ever in month throughout the month Product: MobiLens Data: Three month average ending September 2011 © comScore, Inc. Proprietary and Confidential. 11 Country: EU5, N= 67,003
  12. 12. Pre-installed Games Still Most Popular Most games played are already on the handset – 16% of the audience access them. Growing usage of downloaded games - 13% of the audience. Browser game play is in the minority, but still accounts for more than 4m players. Method of Playing Games 40,000 35,000 30,000 Number of Consumers (000) 25,000 20,000 15,000 10,000 5,000 0 Played native/preloaded games Played downloaded games Used browser to play games Product: MobiLens Data: Three month average ending September 2011 © comScore, Inc. Proprietary and Confidential. 12 Country: EU5, N= 67,003
  13. 13. Most Consumers Download Two or Fewer Games Per Month More than 60% of downloaders added up to two games in the month Heavy users account for 12% of downloaders, adding 5 or more games in the month More than one third of those with games installed have five or more on their phone Number of Games Downloaded in Number of Games Installed Month 1 12% 2 1 12% 2 35% 3 3% 17% 33% 3 7% 4 4 5 5 17% 7% 18% 5+ 5+ 11% 28% Product: MobiLens Data: Three month average ending September 2011 © comScore, Inc. Proprietary and Confidential. 13 Country: EU5, N= 67,003
  14. 14. Chat and Gifting Not Yet a Draw For Social Gaming Multi-player and sharing scores are the primary activities within social gaming Chat perhaps is used more outside of the gaming environment Social Gaming Activities Sent/received gift Used chat Invited friend to play Shared score on leaderboard Played with other people Logged in 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 Audience (000) Product: MobiLens Data: Three month average ending September 2011 © comScore, Inc. Proprietary and Confidential. 14 Country: EU5, N= 67,003
  15. 15. iPhone is the Mobile Gaming Device of Choice iPhones predominate as gaming devices with more than 10m players. 53% of iPhone owners played a game – users of Android based devices show a similar propensity with 45% playing Handset Model Number Playing Games (000) Apple - iPhone 4 16GB (Fourth Generation) [GSM] 3,466 Apple - iPhone 3G S 16GB (Third Generation) 1,528 Apple - iPhone 4 32GB (Fourth Generation) [GSM] 1,321 RIM - BlackBerry Curve 8520 1,318 Samsung - Galaxy S I9000 8GB 1,223 Apple - iPhone 3G S 32GB (Third Generation) 1,145 Nokia - 5800 XpressMusic 1,132 HTC - Desire [GSM] 969 Apple - iPhone 3G 16GB (Second Generation) 887 HTC - Wildfire [GSM] 831 Apple - iPhone 3G S 8GB (Third Generation) 789 Samsung - Galaxy S II 16GB (no NFC) 696 Samsung - Galaxy Ace S5830 588 HTC - Desire HD 568 Nokia – 5230 523 Samsung - S5230 521 HTC - Wildfire S [GSM] 515 Product: MobiLens Data: Three month average ending September 2011 © comScore, Inc. Proprietary and Confidential. 15 Country: EU5, N= 67,003
  16. 16. MonetisationAdvertisingPaid Downloads & FreemiumIn Game Purchases © comScore, Inc. Proprietary and Confidential. 16
  17. 17. In-Game Advertising Gets Noticed In-game ads reach the 39.3% of the smartphone market who play games. 29% of mobile games players recall seeing ads. Methods of Interacting 80.0% 74.2% 70.0% 60.0% 50.0%% Smartphone 44.2% 39.3% 40.0% 27% of Mobile Media users 30.0% recalled seeing a web/app ad 47% of Social 20.0% Networking users read posts from 29% of Mobile organizations Games Players saw 10.0% /brands / events in-game ads 0.0% Mobile Media Social Networking Played Games Product: MobiLens Data: Three month average ending September 2011 © comScore, Inc. Proprietary and Confidential. 17 Country: EU5, N= 67,003
  18. 18. Increasingly Users Download Trial Rather Than Purchase Unsurprisingly more than half of consumers download games for free Increasing proportion of users are downloading trial versions rather than purchasing games Game Download Methods 27% Trial only download 52% Purchased by paying a fee Downloaded full version of game for free 21% Product: MobiLens Data: Three month average ending September 2011 © comScore, Inc. Proprietary and Confidential. 18 Country: EU5, N= 67,003
  19. 19. Apple App Store & Android Market Dominant Destination for Games Android market not favoured for paid downloads: operator stores, Google & EA have larger audience. Game Acquisition Locations 4,000 3,500 3,000Audience (000) 2,500 2,000 1,500 Free Game Downloaded 1,000 Game Purchased 500 0 Product: MobiLens Data: Three month average ending September 2011 © comScore, Inc. Proprietary and Confidential. 19 Country: EU5, N= 67,003
  20. 20. 15% of Games Players with a Smartphone Made an In-Game Purchase 15% of those playing games spent money to either purchase virtual goods, cash, points, or tokens, a gift for another player or to upgrade game or add levels. Most in-game purchases are made to buy cash points or tokens with 46.7% reach among in-game purchases, followed by purchasing virtual goods with 42.4%. More than 36 million Type of In-Game Purchase played mobile games, that’s 39.3% of the total 50.0% 46.7% % Made In-Game Purchase with EU5 Smartphone market 45.0% 42.4% 40.0% 35.0% Smartphone 30.0% 25.1% 15% of 25.0% those made 20.0% in-game 15.0% purchases 10.0% 4.2% 5.0% 0.0% Purchased Purchased Upgraded Purchased cash, points, virtual goods game or gift for or tokens added levels another player Product: MobiLens Data: Three month average ending September 2011 © comScore, Inc. Proprietary and Confidential. 20 Country: EU5, N= 67,003
  21. 21. Takeaways © comScore, Inc. Proprietary and Confidential. 21
  22. 22. Takeaways The market for mobile gaming in Europe continues to grow – Ever more smartphone owners driving the update in gaming – More than 25% of mobile phone owners in Europe play games every month The installed base of games & most popular download genres differ – Downloading becoming more popular but browser based games a minority – Ensure you understand the route to market for your products There are distinct target audiences for different types of games – Know how to reach them with your marketing and delivery channels The iPhone is a good bet as a target platform – Users have a high propensity to play games – Currently represent the highest volume platform for gamers in Europe – However, Android based phone users show similar characteristics Monetise through in-game purchases or advertising – Paid downloads a decreasing proportion of the market Consider the market carefully – how will you reach your target audience? – The reality as revealed by measurement is often different from intuition © comScore, Inc. Proprietary and Confidential. 22
  23. 23. Thank youAny Questions?Jeremy Coppjcopp@comscore.com
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