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Apps to Toys: The mobile gaming market and what could be the next Angry Birds?

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2012 has been a great year for toys based on popular mobile games. Where's my Water and Fruit Ninja have both been turned in to plush toys and Angry Birds has even been credited with saving the entire …

2012 has been a great year for toys based on popular mobile games. Where's my Water and Fruit Ninja have both been turned in to plush toys and Angry Birds has even been credited with saving the entire plush toy sector! But, what could be the next big app-to-toy crossover and can anything topple Angry Birds from its perch? First our research looks at the current market and answers who who's playing mobile games? How long for for? Do boys play more than girls and how does mobile gaming compare with toys? We then look at the mobile game market and examine which apps have the potential to be great toys.

This research was carried out in July 2012.


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  • To write the adventures we created the first programming language designed only for virtual worlds. This programming language allows rapid creation of the things that happen in the world - quests, non-player characters, interactivity, and so on. This is the same technical approach used by popular MMO games, but designed specifically for the needs of casual virtual worlds.\n\n
  • To write the adventures we created the first programming language designed only for virtual worlds. This programming language allows rapid creation of the things that happen in the world - quests, non-player characters, interactivity, and so on. This is the same technical approach used by popular MMO games, but designed specifically for the needs of casual virtual worlds.\n\n
  • To write the adventures we created the first programming language designed only for virtual worlds. This programming language allows rapid creation of the things that happen in the world - quests, non-player characters, interactivity, and so on. This is the same technical approach used by popular MMO games, but designed specifically for the needs of casual virtual worlds.\n\n
  • To write the adventures we created the first programming language designed only for virtual worlds. This programming language allows rapid creation of the things that happen in the world - quests, non-player characters, interactivity, and so on. This is the same technical approach used by popular MMO games, but designed specifically for the needs of casual virtual worlds.\n\n
  • To write the adventures we created the first programming language designed only for virtual worlds. This programming language allows rapid creation of the things that happen in the world - quests, non-player characters, interactivity, and so on. This is the same technical approach used by popular MMO games, but designed specifically for the needs of casual virtual worlds.\n\n
  • To write the adventures we created the first programming language designed only for virtual worlds. This programming language allows rapid creation of the things that happen in the world - quests, non-player characters, interactivity, and so on. This is the same technical approach used by popular MMO games, but designed specifically for the needs of casual virtual worlds.\n\n
  • To write the adventures we created the first programming language designed only for virtual worlds. This programming language allows rapid creation of the things that happen in the world - quests, non-player characters, interactivity, and so on. This is the same technical approach used by popular MMO games, but designed specifically for the needs of casual virtual worlds.\n\n
  • To write the adventures we created the first programming language designed only for virtual worlds. This programming language allows rapid creation of the things that happen in the world - quests, non-player characters, interactivity, and so on. This is the same technical approach used by popular MMO games, but designed specifically for the needs of casual virtual worlds.\n\n
  • To write the adventures we created the first programming language designed only for virtual worlds. This programming language allows rapid creation of the things that happen in the world - quests, non-player characters, interactivity, and so on. This is the same technical approach used by popular MMO games, but designed specifically for the needs of casual virtual worlds.\n\n
  • To write the adventures we created the first programming language designed only for virtual worlds. This programming language allows rapid creation of the things that happen in the world - quests, non-player characters, interactivity, and so on. This is the same technical approach used by popular MMO games, but designed specifically for the needs of casual virtual worlds.\n\n
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  • Transcript

    • 1. Dubit -What Will Be TheNext Angry Birds?What Will Be The Next Angry Birds
    • 2. Dubit - What will be the next Angry Birds?Dubit Examines: What will be the nextAngry Birds?Angry Birds has managed to do what few mobile games can, it’s become a hit toy!Some have even credited it with saving the plush toy market. But what could bethe next Angry Birds? In Q3 2012 we surveyed 500 children to find out what theyare playing and which games had the most toy potential.Every month Dubit’s research is featured in the UK’s leading toy industry publication Toy News. We’vecovered super hero toys, digital games, virtual worlds and everything in between, and its all available for freeon their website. This presentation includes all the research that just couldnt fit in the pages of Toy News.www.dubitlimited.comresearch@dubitlimited.com
    • 3. Dubit - What will be the next Angry Birds?Apps to Toys: Who plays mobile games?0%25%50%75%100%Total Boy Girl 6-8 9-10 11-12We started by finding out how many children play mobile games. As expected, alot do! An impressive 71% of children have played games on mobile devices withslightly more girls playing than boys.
    • 4. Dubit - What will be the next Angry Birds?Apps to Toys: Who plays mobile games?0%25%50%75%100%6-8 Boys 9-10 Boys 11-12 Boys 6-8 Girls 9-10 Girls 11-12 GirlsFrom this graph we can see that the biggest market for mobile gaming istweenage girls. Boys are less engaged at this age, an effect, perhaps, of consolegaming.
    • 5. Dubit - What will be the next Angry Birds?Apps to Toys: Access to devices0%25%50%75%100%iPhone iPad iPod Touch Blackberry Android Phone Android Tablet Windows PhoneWe found that while the iPhone is the most accessible device (they own one, orcan easily get access to one), children are more likely to own an iPod Touch.Total Boy Girl
    • 6. Dubit - What will be the next Angry Birds?Toy time Vs. app time: Toys0%25%50%75%100%0-30 mins 30 mins - 1hr 1-2 hrs 2-4 hrs 4-6 hrs 6 hrs +Playing with toys is an activity that usually lasts one to two hours for both boysand girls. Very few children play with toys for longer than four hours.Boys Girls
    • 7. Dubit - What will be the next Angry Birds?Toy time Vs. app time: Apps0%25%50%75%100%0-30 mins 30 mins - 1hr 1-2 hrs 2-4 hrs 4-6 hrs 6 hrs +Playing with apps is very much a snacking activity, with children most likely to dipin for no longer than an hour at a time. Playing for longer than a couple of hours isvery rare.Boys Girls
    • 8. Dubit - What will be the next Angry Birds?Apps to Toys: Most popular games0%25%50%75%100%AngryBirdsFarm/CityVilleFruitNinjaWormsTempleRunDiamondDashDoodleJumpPlantsVs.ZombiesZumaCutTheRopeWhere’sMyWaterFlightControlWorldofGooPeggleScribblenautsTrippleTownInfinityBladeWe asked the children who play mobile games which games they’ve played.Clearly, Angry Birds is in a league of its own.
    • 9. Dubit - What will be the next Angry Birds?Apps to toys: The next big thing0%25%50%75%100%TrippleTownDoodleJumpZumaFlightControlWorldofGooTempleRunDiamondDashInfinityBladeScribblenautsPeggleNext we asked the children, of the games without toys, which of the games they’veplayed would they like to see turned into a toy. Triple Town is the most popularbut it’s not that simple.Boys Girls
    • 10. Dubit - What will be the next Angry Birds?The Process: The GamesGender divide: More girls play mobile games than boys but boys play forlonger. However, when it comes to toys based on apps they’re is greaterdemand from girls than boys.Parental access: Almost 60% of kids have access to an iPhone but very fewown one. For device ownership a child is most likely to own an iPod Touch,Android phone or a Blackberry.Mobile gaming is big with kids: A huge 71% of children aged 6-12 have playedmobile games, with mobile gaming being popular across all ages and genders.However, there is a drop-off when boys reach their tweens - perhaps an effectof console gaming.
    • 11. Dubit - What will be the next Angry Birds?The Process: The GamesThe game with the most toy potential is: Temple Run! Although Temple Rundoesn’t have the highest toy approval rating, it comes out top because of ithaving a much higher number of players - larger potential market. Triple Townmay have been considered toy suitable but only 7% of mobile-gaming-childrenhave played it, compared to 28% who’ve played Temple Run.Not easy to beat Angry Birds: While Temple Run has potential, it’s far frombeing the next Angry Birds which has been played by 72% of children who playmobile games!
    • 12. Dubit - What will be the next Angry Birds?Kids Research• Market analysis• Prototype and concept testing• Competitor analysis and market scoping• IP / trend spotting• Design & ideation• Monetization strategies• Ethical marketing• Transmedia modelingDubit: Research, Build & Launchdigital experiences for kids brandsKids Game Development• Game design and ideation• Character and brand design• Game development• Virtual Worlds and Casual MMOsKids Apps• iOS and Android games• Interactive storybooksLaunch• Game promotion and player acquisition
    • 13. Dubit - What will be the next Angry Birds?Dubit: Just a few of our customers
    • 14. Dubit - What will be the next Angry Birds?If you’d like to know more about what we do checkout our website dubitlimited.com or send Matthew anemail: matthew@dubitlimited.com. We love to talk!AddressThe Half RoundhouseWellington RoadLeedsWest YorkshireLS12 1DRPhone(+44) 113 3947 920Emailmatthew@dubitlimited.comDubit: Get in touch!