Digital Kids Summit 2013: Michael Cai, Senior Vice President of Research, Interpret

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Globally Speaking – Trends and Numbers

Globally Speaking – Trends and Numbers

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  • Brazil: Club Penguin, Habbo Hotel also popular.Russia: very mature titles like CS, WOT, WOW, NFSO, Warface

Transcript

  • 1. Kids Presentation Michael Cai, SVP of Research, Interpret
  • 2. Who Are We? 2 Theatrical/DVD/ TV Advertising/Me diaPlanning Video Games
  • 3. Gamer Physical Media Download Portable Games Connected Consoles Online Casual Gaming Download PC Games (Steam, etc.)Social Network Gaming Sub-based MMO Free 2 Play MMO Virtual Worlds Smart Phone Apps iPad and Tablet GameByte™ Overview
  • 4. 31 Million Retail Console Gamers 17 Million Smartphone Gamers 14 Million Tablet Gamers 18 Million Free-to-Play PC Gamers
  • 5. 7 What Gaming Device Do You Like Most? PS3: 11% Wii: 13% Computer: 15% Xbox 360: 16% Tablet: 17%
  • 6. Percent of Kids Who Own Their Gaming Tablet Among Parents of Kids Gamers Who Play On Each Device (Base Varies) 8 36% 49% 43% 28% 30% 19% 28% 3% 10% 27% US UK FR DE AU Android Tablet iPad
  • 7. 45% 21% 25% 40% 58% 36% 20% 33% 34% 38% 23% 11% 4% 30% 19% 17% 8% 29% 21% 27% UK FR DE US AU CN JP KR RU BR Full-Game Downloads In-Game Items Conversion Rate for Each Type of Mobile Purchases Conversion Rates for Kids Mobile Games • Parents are willing to spend $10-20 for quality tablet games. • Overwhelming preference for full-gam downloads.
  • 8. Top Kids F2P/MMO PC Games 10 Aware Ever Played Club Penguin Moshi Monsters Webkinz Bin Weevils Dofus Habbo World of Warcraft Poptropica FIFA Online 2 World of Tanks Counter Strike Online MapleStory Lineage Vegemon Farm Chocotto Land Wizard 101 Movie Star Planet Kartrider
  • 9. 14% 20% 7% 4% 15% 13% 12% 28% 19% 18% 30% 23% 11% 4% 31% 12% 18% 38% 31% 31% US UK FR DE AU CN JP KR RU BR Premium Memberships In-Game Items Conversion Rates for Kids F2P Games 11 Paid Conversion Rate
  • 10. Top F2P Spending Drivers for Kids 12 • Korean and US kids are especially driven by character customization. • Japanese kids are very unmotivated by this. Character Customization Special Item Only Available with Real Money Finished All Free Content Special Item Hard to Earn without Spending Money Want Content Exclusive to Premium Membership
  • 11. 8.6 7.2 8.3 7.6 13.3 5 10 15 Smart Toys – Skylanders Among Total Respondents 20% 19% 11% 19% 19% UK FR DE US AU % Own Skylanders Toys Mean # of Skylanders Toys Owned (Among owners) 13 % Aware of Skylanders 41% 32% 19% 36% 47%
  • 12. Interest in Smart Toy IPs Among US Kids % Selected 5/4 On a 5-Point Interest Scale; Among Total Respondents# 55% 51% 40% 39% 37% 37% 34% 32% 32% 30% 29% 28% 24% 14 Mario, Link, other Nintendo characters Disney Infinity Avengers characters Star Wars characters Batman characters Harry Potter characters X-Men characters Pokemon Rumble U American Girl doll characters Barbie characters Moshi Monsters characters Skylanders Rayman/Rabbids characters $1.5B 300K Units in 2w
  • 13. Contact Info Yuanzhe (Michael) Cai 蔡元喆 SVP of Research, Games and Technology Interpret, LLC 227 Broadway Suite 300 Santa Monica, CA 90401 michael.cai@interpretllc.com P: 310.255.0590 x343 GVoice: 214-9379866 F: 310.255.0591 www.interpretllc.com Twitter: @InterpretLLC |@InterpretData