Social Gaming - SMX Melbourne 2011

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Social Gaming - SMX Melbourne 2011

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Social Gaming review as presented at SMX Melbourne 2011 by Jeff Ferguson, CEO & Legal Consultant of Fang Digital Marketing (www.FangDigital.com)....

Social Gaming review as presented at SMX Melbourne 2011 by Jeff Ferguson, CEO & Legal Consultant of Fang Digital Marketing (www.FangDigital.com).

Data provided by a variety of sources, too numerous to mention and for which I am definitely not taking credit for at all (this is just a review).

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  • 1. Social Gaming Jeff Ferguson CEO, Fang Digital Marketing Board Member, SEMPO LA Writer, DeadTreeMedia.com
  • 2. mobro.co/JeffFerguson
  • 3. WHO IS THE SOCIAL GAMER(HINT: It‟s Not Who You Think It Is)
  • 4. It‟s your mum
  • 5. Typical Social Gamers• Casual social gamers: – Women make up the majority; 38% of female social gamers say they play social games several times a day, vs. 29% of males. – 40% were over age 50 – 23% planned to spend more on social gaming content in 2011• Hardcore social gamers: – Were more likely to be male (55%) and under age 40 (57%) – Spent more money on gaming content – 59% said they planned to spend more on social gaming content in 2011
  • 6. Typical Social Gamers• Slightly different in Facebook alone
  • 7. Typical Social Gamers• Gender Differences – Men and women differ in their consumption of, and attitudes towards, social games: • Women are more apt to play social games with real-world friends than men are (68% vs. 56%); • Men are more inclined than women to play with strangers (41% vs. 33%); • Nearly twice as many women as men say they play social games with relatives (46% vs. 29%).
  • 8. Typical Social Gamers• More diverse than you think…
  • 9. Typical Social Gamers• And they are good people.
  • 10. Typical Social Gamers• Playing Preferences – 83% of social gamers cite Facebook as a place where they play social games, compared to 24% who play on MySpace, 7% on Bebo and 5% who play on Friendster. – Social gamers spend 39% of all their time on social networking sites/services playing games. • The second and third most popular social networking activities among social gamers are chatting with/messaging friends (17%) and playing non-social (solo) games (15%). – When asked to choose as many reasons as they wanted for playing social games from a lengthy list, • Fun and excitement (53%). • Stress relief (45%) • Competitive spirit (43%) • Mental workout (32%) • Connect with others (24%). – Only 17% of UK-based social gamers chose "connect with others" as a reason for playing, compared to 28% of their U.S. counterparts. – Nearly half (49%) of the times when they log into social networks, social gamers do so specifically to play social games.
  • 11. Typical Social Gamers
  • 12. CASUALLY LARGECasual, Like A Revolution…
  • 13. Casually Large• Four of out ten US internet users play social games, according to a study from Kabam in May 2011.• According to the survey results, social gamers are highly „social‟ on social sites: – They spend 13 hours/wk on social networks, and 9.5 hours/wk on social games – 44% use social games “as a form of communication” – They have 218 social connections, and have made 20 new friends through social gaming – They have 16.5 „real-life friends‟ who play the same social games they do – 22% say they play harder because their online friends can see their score
  • 14. Casually Large• Not as big as console gamers, but climbing
  • 15. Casually Large• Still among friends (and family):
  • 16. Casually Large
  • 17. Casually Large• Frequent Play – The vast majority (95%) of social gamers play multiple times per week; nearly two-thirds (64%) play at least once a day. – U.S. players tend to play more frequently, with 68% saying they play daily compared to 55% of U.K.-based social gamers. – 61% of social gamers say their average social gaming session lasts more than half an hour; one in ten say their average session lasts 3 hours or more! – More than half (56%) of social gamers have been playing social games for more than a year. – About one quarter (26%) are new to social gaming, having started playing in the last six months. – About a third (35%) of social gamers say their consumption of social games has increased over the past three months, compared to 10% who said it has decreased.
  • 18. Casually Large
  • 19. Casually Large• Viral Growth/Consumption – Social gamers tend to play their favorite games with great frequency; • The most popular games for weekly or more frequent play are • Farmville (69) • Bejeweled® Blitz (65%) • Texas Holdem Poker (63%) • Cafe World (61%) • Mafia Wars (59%) – Word-of-mouth is the most common way that social gamers hear about new social games; • 57% of social gamers rely on a recommendation or in-game alert from a friend • 38% said they learn about new games from ads on social networking sites • 27% cited standard Web searches – Social gamers have played an average of 6.1 different social games • 39% have played between three and five social games • 13% say theyve played more than 10.
  • 20. CASUAL GAMING SPENDINGVirtual Currency Translates Into Real Currency
  • 21. Social Gaming Spending• Virtual goods revenues will reach $653 million in the US in 2011* – Up 28% from 2010• Slightly more than half (53%) of social gamers say theyve earned and/or spent virtual currency in a social game – Only 28% have purchased virtual currency with real-world money and only 32% have purchased a virtual gift• Nearly a third (32%) of social gamers say theyre likely to purchase virtual items with real-world currency• Fully a quarter (25%) of social gamers say theyve been misled by an ad or other "special offer" tied to a social game theyve played *eMarketer
  • 22. Social Gaming Spending• Nearly one quarter – 24% – of social gamers have clicked on an ad in a social game and made an online purchase, – And 18% have paid to play a game, or to get items in a game.
  • 23. Social Gaming Spending• Virtual Goods: – 42% of social gamers say they would be more motivated to play a social game that offered real world rewards (coupon, gift card) – On average, gamers spend $42.70 on in-game items or virtual currency – A quarter of the survey participants report buying virtual currency at least once weekly – 55% of players would rather earn virtual currency than purchase it with real money, but 14% have used real money to purchase virtual currency – 45% are open to viewing in-game ads to earn virtual currency – 41% will review the game or spread the word through their social network page to earn virtual currency
  • 24. THE SIMS ON FACEBOOK4.6 Million Players Daily and Counting
  • 25. The Sims on Facebook• Less than a week after launch, The Sims Social already had 4.6 million people playing daily, and is the fastest-growing social game.• The impressive growth statistics for the newest kid on the social gaming block: – The Sims Social is the #6 game on Facebook – It is the #10 app on Facebook overall – The Sims Social is on track to have more players than CityVille • Currently the #1 social game on Facebook, with 14 million players – Previous versions of The Sims sold more than 140 million copies.• The Sims Social also incorporates in-game advertising and launched with Dunkin‟ Donuts as part of gameplay. • Players can give their Facebook friends a “Dunkin‟ Donuts coffee boost.”
  • 26. Jeff Fergusonjeff@fangdigital.com | twitter: @countxero. @fangdigital & @dead_tree_mediaTHANK YOU!