Yandex online gaming_category_overview
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Yandex online gaming_category_overview Yandex online gaming_category_overview Presentation Transcript

  • Online Gaming Category Overview Yandex International Business Development ussales@yandex-team.ru +1 857.288.8762 uksales@yandex-team.ru +44 020 3291 3306
  • Segment Volumes ü  Query dynamics ü  User interest growth in regions ü  Category growth forecast
  • 3 1,332,749,976 1,564,292,889 +18% 0 20 40 60 80 100 120 140 160 180 2012 Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb MillionsofSearchQueriesSearch queries in Gaming category increased by 18% Yandex data, March 2014, Geo - Russia Comparison Period: Mar’12 - Feb’13 and Mar’13 - Feb’14. Search queries in Gaming Category
  • 4 Fastest growth came from areas outside Moscow & St Petersburg Yandex data, March 2014, Geo - Russia Over the last 12 months the number of queries on online gaming increased: •  In  Moscow  and  St-­‐Petersburg  by  15%   •  In  Russian  regions  (except  Moscow  and  St-­‐Petersburg)  by  23%;   •  In  CIS-­‐countries  (except  Russia)  by  37%.   0% 20% 40% 60% 80% 100% 120% 140% 160% 180% 200% 2012 Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb Russia (except Moscow and St-Petersburg) CIS Moscow and Saint-Petersburg GrowthinQueries Search queries in Gaming Category
  • 5 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Spring 2012 Summer 2012 Autumn 2012 Winter 2013 Spring 2013 Summer 2013 Autumn 2013 Winter 2014 Russia (except Moscow and St- Petersburg) Moscow and Saint-Petersburg Overall share of queries is decreasing in big cities Yandex data, March 2014, Geo - Russia 72% 74% 73% 74% 75% 75% 73% 75% 28% 26% 27% 26% 25% 25% 25%27% Share of Search Queries: Cities vs Regions ShareoftotalQueries
  • 6 Winter is peak season for gaming queries Yandex data, March 2014, Geo - Russia 0 50 100 150 200 250 300 350 400 Spring 2012 Summer 2012 Autumn 2012 Winter 2013 Spring 2013 Summer 2013 Autumn 2013 Winter 2014 MillionsofSearchQueries Russia CIS Seasonality of Gaming Search Queries: Russia vs CIS
  • 7 Solid query growth forecast through 2014 and 2015 Yandex data, March 2014, Geo - Russia 0 50,000,000 100,000,000 150,000,000 200,000,000 250,000,000 2012 Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 Feb Mar Apr May Jun Jul Aug Queries Forecast for Gaming Query Growth
  • ü Most popular games genres ü User interest growth in genres ü Interest towards MMO games Online Games by Genre
  • 9 Action, Shooter and Adventure games dominate Yandex data, March 2014, Geo - Russia 0 5 10 15 20 25 30 35 2012 Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb MillionsofQueries Action Shooter Adventure RPG Simulation Strategy Arcade Fighting Logical Slasher Online board games Monthly Search Queries by Gaming Genre
  • 10 Action, Shooter and Adventure make up almost 75% of interest Yandex data, March 2014, Geo - Russia The main interests of users are divided among three genres. The interest in genre is heavily driven by specific branded titles. For example, these titles exemplify the top categories: •  AcEon  –  World  of  Tanks   •  GTA  Shooter  –  Counter   Strike,  Warface,     •  Adventure  –  MinecraP   Generic queries for the most popular genres make up no more than 3-7% of the total volume. 25% 22.1% 22.4% 10.4% 10.3% 6.5% 3% 1.5% 0.7% 0.6% 0.2% Action Shooter Adventure RPG Simulation Strategy Arcade Fighting Logical Slasher Online board games
  • 11 Strong growth is seen in many of the genres Yandex data, March 2014, Geo - Russia Dynamics by percent. Adventure increased by 69%, mainly from the growth of interest in the game Minecraft. Interest towards RPG fell by 6% due to the decreased interest by generic search toward mmorpg, but also a reduced interest in the games WOW и Lineage. However, there is a tendency of growing interest in mmorpg – Archeage. Mar 2012 – Feb 2013 Mar 2013 – Feb 2014 +69% +7% +25% -6% +7% +44% -3% +10% +18% -21% +6% 0 50 100 150 200 250 300 350 Adventure Shooter Action RPG Simulation Strategy Arcade Fighting Logical Slasher Online board games MillionsofQueries Annual Query Growth by Gaming Genre
  • 12 Absolute annual query growth by Gaming Genre Yandex data, March 2014, Geo - Russia -8,324,391 -2,103,618 -1,466,399 165,303 1,405,008 1,599,266 7,798,090 16,926,087 24,648,065 54,067,686 113,638,680 -20,000,000 - 20,000,000 40,000,000 60,000,000 80,000,000 100,000,000 120,000,000 RPG Slasher Arcade Online board games Logical Fighting Simulation Shooter Strategy Action Adventure
  • 13 MMO Action is the largest and fastest growing area Yandex data, March 2014, Geo - Russia The most popular type of Massively Multiplayer Online Games is MMO Action, representing games like World of Tanks, World of Warplanes, War Thunder. - 2 4 6 8 10 12 14 16 18 2012 Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb MillionsofQueries MMO ACTION MMOFPS MMORPG MMORTS + MOBA MMORG Search Queries per MMO Theme
  • ü TOP online games ü Browser vs Client games ü Online games popularity by platforms ü Online games popularity by contribution model Online Games
  • 15 0 2 4 6 8 10 12 14 16 2012 Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb MillionsofSearchQueries World of Tanks Counter Strike Warface Dota World of Warcraft ArcheAge Call of Duty Fallout Online Battlefield Lineage World of Tanks is by far the most popular MMO game Yandex data, March 2014, Geo - Russia Search Queries by MMO Game Title
  • 16 World of Tanks is also most popular Action game Yandex data, March 2014, Geo - Russia 0 2 4 6 8 10 12 14 16 2012 Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb MillionsofSearchQueries World of Tanks GTA Thief War Thunder Batman Hitman World of Warplanes Castlevania Prince of Persia Dishonored Search Queries by Action Game Title
  • 17 Shooter Titles: Counter Strike is most popular, but Warface is growing quickly Yandex data, March 2014, Geo - Russia 0 1 2 3 4 5 6 7 8 9 2012 Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb MillionsofSearchQueries Counter Strike Warface Call of Duty Battlefield Far Cry Crysis Saints Row Half-Life Resident Evil Left 4 Dead Search Queries by Shooter Game Title
  • 18 Minecraft dominates the Adventure category Yandex data, March 2014, Geo - Russia 0 5 10 15 20 25 2012 Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb MillionsofSearchQueries Minecraft Assassin's Creed The Last of Us Darksiders Watch Dogs Overlord The wolf among us The Walking Dead Mirror's Edge Machinarium Search Queries by Adventure Game Title
  • 19 PC games dominate the online gaming market Yandex data, March 2014, Geo - Russia 2012 Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb PC games Mobile games Console games Search Queries by Platform for Online Games
  • 20 Free-2-Play and Buy-2-Play revenue models dominate Yandex data, March 2014, Geo - Russia Free-2-play (World of Tanks, Counter Strike, Dota) Buy-2-play (Minecraft, GTA Online) Pay-2-play (World of Warcraft, Diablo, EVE) Group «Freemium» mainly consists of games for mobile platforms 0 5,000,000 10,000,000 15,000,000 20,000,000 25,000,000 30,000,000 35,000,000 40,000,000 2012 Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb Free-2-play Buy-2-play Pay-2-play Freemium Queries Search Queries by Revenue Model for Online Games
  • Search Patterns ü  Various writings of games’ titles ü  Queries for gaming-related terms
  • 22 Search Query Behavior of Online Gamers 55% of users’ queries for online games are in Russian. The other 45% use queries in English. Only 55% of queries include the original title of online game. 45% of queries include slang, abbreviations and short titles. Yandex data, March 2014, Geo - Russia 23.7% 31.3%13.5% 13.2% 16.4% 1.8% Full original title (e.g. "World of Tanks") Full original title, written in Russian (e.g. "Контр Страйк") Abbreviations in Russian (e.g. "ГТА") Abbreviations in English (e.g. "GTA") Slang (e.g. "Контра") Game title with misprints
  • 23 Queries made by users searching for gaming-related terms 53% of queries represent various writings of game titles. 47% are inlaid queries, including exact user intent. Yandex data, March 2014, Geo - Russia 39.9% 21.9% 13.7% 12.2% 9.4% 2.0% 0.6% 0.3% Installation, downloads, clients Learning, lets-play, giudes, videos, cheats Updates, patches, mods Registration, servers Gaming universe: other (maps, skins, weapon etc.) Additional interest (screenshots, wallpapers, music etc.) Gaming universe: heroes (abilities, experience, level up) Gaming universe: social (races, clans, guilds)
  • Competitive landscape ✓  Category Leaders’ Click Share ✓  Click Share – Search vs. Content Sites ✓  Click Share by Regions ✓  Average CPC (dynamics) ✓  Average CPC (by position)
  • 25 Paid Click share performance for Gaming Advertisers In Q1 2014 – 49% of total click volume in category was drawn by TOP-3 advertisers. Yandex data, March 2014, Geo - Russia 26% 48% 31% Search Content sites Direct - all sites Clicks (Q1 2014) 15% 7% 10% 7% 12% 7% Top-3 advertisers Other advertisers
  • 26 Paid Click Share – Search vs. Content Sites Search clicks Content sites clicks Click share In Q1’2014 clicks from content sites made 22% of total click volume. 22% Yandex data, March 2014, Geo - Russia
  • 27 Paid Click Share – Search vs. Content Sites Search Online games Yandex data, March 2014, Geo - Russia Content Sites Online games
  • 28 Paid clicks by Keyword strategy Brand awareness plays an important role in the success of CPC campaign in category. Brand keywords clicks share reaches 70% of all clicks for TOP advertisers. 71% 16% 11% 1% Branded keywords Generic keywords Retargeting Keywords on competitors Yandex data, March 2014, Geo - Russia
  • 29 Paid click share by location Yandex data, March 2014, Geo - Russia 14% 5% 81% Click share (March 2014) Moscow St-Petersburg Regions 0% 20% 40% 60% 80% 100% Oct Nov Dec 2014 Feb Mar Online games Moscow St-Petersburg Regions
  • 30 Average СРС for Online Game Category Yandex data, March 2014, Geo - Russia CPC Online games
  • 31 Average СРС Trends Yandex data, March 2014, Geo - Russia Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 2013 2012
  • 32 Average CPC (by position) Yandex data, March 2014, Geo - Russia Oct Nov Dec 2014 Feb Mar Online games (premium) Online games (guaranteed/dynamic)
  • 33 Thank you! Yandex International Business Development ussales@yandex-team.ru +1 857.288.8762 uksales@yandex-team.ru +44 020 3291 3306