Group 6 Online Games
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Group 6 Online Games

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A study on Online Games by a group of VGSOM students.

A study on Online Games by a group of VGSOM students.

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    Group 6 Online Games Group 6 Online Games Document Transcript

    • Online Games<br />Group: 6 JAAP<br />Ashish Doneria (09BM8013) Piyush Padgil (09BM8036) Vivek Sharma (09BM8062) Ajeet Singh Kharra (09BM8064)<br />Contents<br />Introduction................................................................................................. 3<br />History and evolution.................................................................................. 4<br />Ancestors before web 2.0 games................................................................. 4<br />Show me the money.................................................................................... 5<br />Current trends.............................................................................................. 5<br />Indian gaming industry................................................................................ 5<br />A gamer within you..................................................................................... 6<br />Major players............................................................................................... 6<br />Future projections........................................................................................ 9<br />References....................................................................................................10<br />The Game begins: Online games on Web 2.0<br />Introduction: Just one and half decades before, many of us used to read comics, play sports and enjoy social gatherings to kill the leisure time. But now all of us love to play online games, not only to kill time but in fact many of us steal the time to fulfil our appetite for enjoying this magical world. Interesting thing to note is that gamut of online games is not limited to kids or teenagers, but it have caught every age, gender and identities of people to try it at least once, and thanks to its inherent nature, once played, it is always played. <br />When we play Farmville, Stickcricket or any other form of online games, most of us never realize that how big this online games industry has become. It is not just an entertainment, but a whole bunch of dedicated R&D, marketing and other teams of many corporations trying hard to get every pie of growing online games market. Today most of the online games that are present are also free and hence they are able to provide ample resources of enjoyment without the need to spend a single penny.<br />History and evolution: A great deal of story can be shared about the history of online games and much can be learned from this story. An online gamer should know the origins of the various types of online games which are responsible for the present degree of enjoyment. This source of entertainment started around the year 1969 when a two player game was developed with the basic aim for education. Since then it has seen an upward trend and hence many changes and new introductions took place. Many of the changes were quite loaded with new features, so attracted a high degree of attraction.<br />Major breakthrough in the era of online games had come with the concept of multiplayer online games. First multiplayer online game was born as a result of toil of the scientists and the software developers. Online games really blossomed after the year 1995 when multi-player games became online 'literally' to the maximum possible degree of realism. The monetary success of the parent companies that first launched these games was ample source of encouragement for other companies to venture in this field. Hence competition continues to grow from to the present moment. The features hence became more advanced in an effort to implement immaculate product differentiation and the resulting games became more and more advanced. <br />Free games were have been a part of online games for quite some time now and hence an idea about free games history is also quite interesting. The first games that were declared free were basically board games like chess and backgammon and today the list has increased to <br />free games being present in almost all the feasible genres of games. Online games history is full of magical solutions to all the questions which must have been raised in the mind of perhaps every online gamer.<br />A chorological order of evolution of online games is as follows:<br />1980s - Maze Wars by Xerox, Fantasy games like Dungeons and dragons, board Games like Chess and Scrabble.<br />1990s – Shooter games for head to head combats, using TCP/IP multiple strategy games called RTS allowing people to interact.<br />Cross platform integration of traditional console games like Playstation, Gamecube & Dreamcast – privates servers owned by users or open source community.<br />1990s – Classic games like Pacman and Tetris were written in flash, java, javascript using web browsers.<br />2000s – Virtual pet games like Neopets and Webkinz , use of Web technology called AJAX.<br />Ancestors before Web 2.0: Before web 2.0 evolution online games were based on Web 1.0 which did not have many inherent features of today’ games like online users interactions, social games, strategy games, blogs on games etc. A brief comparison about Web 2.0 games and with its immediate lineage is as follows:<br />Games 1.0Games 2.0DevelopmentMassive development projectionsFat clientIn browser gamingFlash and other rich media improvingMarketingOffline advertising driving players to retailCPC (Cost per click) and CPA (Cost per action) online advertising driving online playDistributionControlled by retail and big game portalsSocial network platformsViral growthContentTeams of level designersMulti player is user generated content for gamesMassive Multiplayer Online GamesMonetizationSelling games in jewel casesDigital download, adevertizingFree to play supported by subscription and digital good<br />Show me the money: Online games provider companies are not entertainment agencies as many perceive. In a business you have to generate money to keep it sustainable, online games is no exception. However it has some unique and some inherited from web 2.0 sites, revenue models listed below: <br />Try and buy: Many portals allows users to have some of the demos and games as free, but charge if users want to subscribe to advanced and full versions.<br />On-Demand, Subscription model: Players like Zapak/IndiaGames are coming up with subscription model for casual gamers. Most importantly, keep the prices so low that consumers don’t want to take the pains to pirate the game.<br />Apparels/Merchandise: This is an unexplored segment and companies like DanceMela are giving away the game for free and then they sell merchandise thru’ their games. This model also entails partnerships with entertainment sector (Bollywood) and creating specific games based on Bollywood/cricket etc.<br />Advertisement: Web 2.0 games attract online advertisements, due to its attractiveness to mass online users. <br />Current Trends: <br />As gamers move from console to online, the demographic is changing- in 2009, 28% of console gamers were female, compared to 43% of online gamers.<br />The online gaming industry is the fastest growing branch of the entire gaming industry.<br />Social Networking games like Mafia Wars, Farmville using popular social sites like Facebook, Orkut, MySpace, and Friendster – users get to form an online community and assume different roles.<br />Educational Games – Games not limited for fun but engage users to learn while play.<br />MMOGs: Massive Multiplayer Online Games are the latest fad in the online gaming world. These are the games which can support hundreds to thousand of online players playing simultaneously. Other than on personal computers these games can be played on gaming consoles connected through internet like PSP, PlayStation 3, Xbox 360, Nintendo DSi and Wii. Additionally, mobile devices and smart phones based on such operating systems as Windows Mobile and Google's Android, as well as the Apple iPhone are seeing an increase in the amount of MMO games available. <br />Indian Gaming Industry: Key statistics<br />2.8 million gamers in the country<br />72% gamers are from higher strata (i.e. sec A and B cities); 80% of gamers are from top 8 metros.<br />99% of gamers are from metros while small towns account for only 1%.<br />Indian gaming industry though still in a nascent phase, is evolving at a fast pace (@ 94% CAGR)<br />Mobile gaming contributes 58% of the total revenue.<br />A gamer within you: What kind of player you are?<br />Online gaming in a sense reflects the lifestyle, taste and preferences of the players. In a way it can help marketers to know their customers well by knowing which kind of person they are dealing with by knowing which kind of gamer they are. In the following list some major categories of online gamers have been listed:<br />Power Gamers who represent 11 percent of the games market, and 30 cents on the dollar on retain and online games. <br />Social Gamers play games as a way to interact with friends. <br />Leisure Gamers spend 58 hours per month playing mainly casual titles. <br />Dormant Gamers have fewer opportunities to game because of scheduling issues with family, work or school. <br />Incidental Gamers lack motivation and play out of boredom but spend 20 hours or more a month playing online games. <br />Occasional Gamers play puzzle, word and board games almost exclusively.<br />What kinds of games are played online most often? <br />52% Puzzles, Board games, Game Shows, Trivia, Cards <br />22% Action, Sports games, Strategy/Role-playing games <br />9% Shockwave/Flash Browser-based mini games <br />7% Persistent Multiplayer universe <br />11% Other <br />Major players in online gaming industry:<br />IBIBO.com: <br />It has emerged as a fast growing, social games based social networking platform. It enables users to get connected and network through various forms of social gaming and contesting genres.<br />It is one of the few India focussed players leading the social gaming revolution.<br />To do away with the concept of playing game with computers, mobile or consol, ibibo launched games which allowed friends to play together. ibibo hosts three key genre of games:<br />
      • Role Playing games
      In these formats users own a farm or a street or a house or any such virtual asset and they are encouraged to role play and do tasks along with their friends. Tasks further drive points for the users and hence a leader board that drives competition and cooption amongst friends. The key aspect here is that the social application acts as a catalyst for users to come back and pull friends to the social network every day. These games act as conversation starters and makes relationships in the social context more valuable<br />Examples: Typical example of the role playing formats is ibibo.com's Great Indian Parking Wars and ibibo Farms.<br />
      • Live multi player games
      • The multi player game formats on ibibo enables users to presence detect their friend's real time and play live amongst each other while sitting anywhere in the world. ibibo.com's .Users play and simultaneously chat live in this environment. These games can be played synchronously between 2 to 6 friends live on the system at the same time.
      • Examples: Teen Patti (Local Cards game) or ibibo Pool are some examples of such popular formats.
      • Talent games and contests
      • ibibo.com has been a pioneer in creating virtual talent hunts like modelling, singing, dancing, rock music and acting. For example: ibibo iFresh face is a platform for the young women of India to showcase their pictures and profiles and gain popularity and following. Through these talent games, we have seen thousands of users being noticed by the entertainment industry.
      ZYNGA.com:<br />Zynga was founded in July 2007 with the vision of connecting the world through games and is the largest developer of social games on the web in the process. <br />Zynga games provide a platform for players to express themselves and form deep social connections with their friends. <br />It has its games hosted on networks like Facebook, Myspace, MyYahoo, iPhone etc.<br />Some of the popular games developed by Zynga.com:<br />
      • Farmville.
      • Mafia wars.
      • Fish ville.
      • Vampires.
      • Scramble.
      ZAPAK.com: <br />Zapak Digital Entertainment Limited, part of Reliance-ADAG is India’s leading Gaming Company. In a span of 3 years Zapak has emerged as the largest gaming company in India in terms of Revenues, Brand Recall and User Base. Today in India, Gaming is synonymous with Zapak. Zapak is one of the few gaming companies in the world that has not only captured but dominated all components of the Gaming Value Chain. Be it content publishing of online games, shared access through gaming cafes, retail distribution of Gaming CDs and Mobile games & applications. <br />Key Highlights:<br />Over 7 million online registered users <br />1 out of every 3 people on the Internet in India are on Zapak <br />Zapak features among the top 10 for India’s Fast - Rising Search Queries to Google Zeitgeist Report along with players like Gmail, Orkut, etc <br />India’s topmost gaming portal according to ComScore Data <br />Awarded ‘Website of the Year 2008’ in Fun & Games category by MetrixLab and Nielsen Online <br />Zapak emerged as the ‘most stickiest site’ ahead of yahoo and Google – by Comscore <br />Global distribution of Mobile Games and applications <br />Strong focus and competence on appstore of Apple, Blackberry and Nokia <br />Strong content partnerships in the mobile space with Cartoon Network, Playboy, Virgin Comics and Universal Studios <br />Strong technology team for porting games and applications across multiple Mobile devices <br />Strong Content partnerships in the PC Gaming space with EA, Microsoft, Sony Online, Activision, PopCap, Cartoon Network, Disney, Valve, Shanda etc.<br />Blizzard Entertainment:<br />It is a premier developer and publisher of entertainment software. After establishing the Blizzard Entertainment label in 1994, the company quickly became one of the most popular and well-respected makers of computer games. By focusing on creating well-designed, highly enjoyable entertainment experiences, Blizzard Entertainment has maintained an unparalleled reputation for quality since its inception.<br />Blizzard Entertainment’s track record of back-to-back #1-selling games spans more than a decade, and with blockbuster hits such as World of Warcraft®, Warcraft® III: Reign of Chaos®, Diablo® II, and StarCraft®, the company has earned several consecutive Game of the Year awards. <br />Some of the Popular games by Blizzard Entertainment:<br />
      • World of Warcraft.
      • Starcraft.
      • Diablo
      • Warcraft.
      IMVU.com:<br />IMVU is a social network and 3D virtual world where millions of people meet, chat and have fun in animated 3D scenes.<br /> You can shop and dress up your avatar with your own personalized look, design and decorate your own 3D space, and connect with new people from around the world.<br />Future Projections:<br />Like any other thing in the universe future of online games can not be accurately pictured. But here are some nascent trends which will drive the growth of online games industry in the future.<br />
      • Gesture based games will spread industry wide. Every company starting from Nintendo to Lumos Labs, Electronic Arts, Sony and Microsoft is already working to grab the share of the future of gaming.
      • Virtual world will rule the universe of online gaming, most of the people will not even realize to which extent this will change the way we play games. In fact there will a requirement of governance to control the activities in the virtual world, there will a requirement of virtual universal currency to trade in the virtual world. A whole new generation of online games will evolve from this field.
      • Social gaming will spread beyond the gaming platforms. Social gaming has already caught on along with virtual goods because it’s a lot of fun to play with your real friends with real identities on social networks. Social games will save a lot to be spent on marketing, if you have users to spread your game, no need is there to market it yourself.
      • New revenue models will emerge, as evident during recession of 2008 advertising in free gaming has take a hit. Virtual goods selling are compensating for it, but new models will evolve to steer the revenues driving the business in the industry.
      • Education games and corporate games will change the picture, how online games are currently perceived. Some corporate have already started to ripe the fruits of interest of people in gaming. ICICI bank has tied up with Tata Interactive Services to develop a game in order to reduce the amount of counterfeit currency.
      References:<br />
      • Survey on US based online gamers: www.clickz.com
      • www.theesa.com
      • www.grabstats.com
      • www.wikipedia.org
      • “Five ways associations can use online games” by Jon Aleckson
      • “Essential facts about computer and video games industry”: Entertainment software association
      • “The origin of online games industry, its characteristics and trends for the future”: Jurriaan van Rijswijk