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How kids are destroying gaming (and everything else)

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Data from SuperAwesome about how the new generation of kids are reshaping the world of entertainment (apologies for sloppy formatting!).

Data from SuperAwesome about how the new generation of kids are reshaping the world of entertainment (apologies for sloppy formatting!).


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  • Introduction
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    • 1. AS SEEN IN... How kids are destroying gaming (and everything else) #GameHorizon @MRDYLANCOLLINS
    • 2. “You are one of the most unreasonable, stubborn and arrogant people I have ever met” Former girlfriend
    • 3. “I agree with your former girlfriend” Anonymous Investor
    • 4. Founder CEO Chairman Angel investor Board Advisor VC Private equity
    • 5. Platform fragmentation Huge behavior change Lack of good data *Digital marketing spend of $200M (UK) + $800M (US) based on estimates from Nielsen, Ofcom, FTC and industry sources. Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv OVER $1B SPENT ANNUALLY MARKETING TO KIDS/TEENS THE PROBLEM: KIDS AND TEENS ARE HARDER TO REACH THAN EVER RESULT: FRUSTRATED MEDIA BUYERS, DILUTED BRAND RELATIONSHIPS • Current generation of kids very different to any we’ve seen before • Much earlier exposure to technology, internet and gaming • Dominant brands for kids today are increasingly new entrants (Rovio, Moshi Monsters, Minecraft) versus traditional incumbents (Disney, Hasbro) • Content now being interacted with (tablet) versus passively engaged (TV) • Restrictions on data-gathering (e.g. COPPA) vastly reduce availability of data on behaviour, sentiment and audience trends. • Much kids/teens research conducted via parents who give ‘idealised’ responses about their kids • Kids scattered on every device;
    • 6. Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv MOBILE/TABLET WEB AT HOME/IN BEDROOM BRANDS NOW NEED TO REACH KIDS ON MULTIPLE PLATFORMS 24hrs in the life of a kid
    • 7. Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv THE #1 KIDS MARKETING PLATFORM IN THE WORLD 30M KIDS EVERY MONTH! MOBILE/TABLET WEB AT HOME/IN BEDROOM SUPERAWESOME: An integrated marketing platform designed for a new generation of kids
    • 8. Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv 100+BRANDS AND AGENCY CLIENTS INCLUDING: TRUSTED WITH BILLIONS OF DOLLARS IN BRAND VALUE
    • 9. 30M KIDS…SO WHAT DO WE SEE?
    • 10. Kids Digital Landscape Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv TABLET USE HAS INCREASED DRAMATICALLY – THREAT TO CONSOLES
    • 11. What exact present would you like to unwrap on Christmas day? -2000 kids, 8-14 (equal split boy/girl)
    • 12. Source: SuperAwesome Research, September 2013
    • 13. TOP 10 USED APPS IN 2013 (8-10) Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Source: SuperAwesome Research, 2013 (8-10s)
    • 14. FACEBOOK IS LOSING KIDS, YOUTUBE REMAINS DOMINANT Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv Source: OnTrack Report 2010-14, 4-18 year olds, What is your favourite website? • 49% > 8 use Facebook (2012: 54%) • 47% check in “whenever I can” • 70% use YouTube
    • 15. Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv THERE HAS BEEN A POWER SHIFT TO VOD Source: IHS Screen Digest 2013
    • 16. Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv % Favourite 1. YouTube 61% 2. Facebook 7% 3. CBBC 7% 4. Vine 3% 5. Instagram 3% YOUTUBE IS UTTERLY DOMINANT Source: SuperAwesome Research, November 2013 n=687 (age 8-16)
    • 17. MORE KIDS WATCH MULITIPLE SCREENS THAN EVER BEFORE Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv Only 18% say they never use multiple screens Source: SuperAwesome Research 2013
    • 18. Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv GIRLS USE MULTIPLE SCREENS MUCH MORE THAN BOYS • 3x the number of 11-13 year old girls watch TV, surf the internet and use their phones than boys Source: SuperAwesome Research 2013
    • 19. Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv TEENAGE YEARS: SOCIAL NETWORKING OVERTAKES READING 11% read once a week 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 8 to 12 13 to 18 Every day TV Use normal apps Use game apps Read Social networks Watch videos online Magazines Cinema GIRLS’ DAILY MEDIA USE , 8-12 v 13-18 source: SuperAwesome Research 2014
    • 20. DISCOVERY “I’ve got 99 problems but a good kids content discovery platform isn’t one”
    • 21. SERIES REMAIN EXTREMELY POPULAR Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv • 75% “will finish a series they start” • 83% of girls 12- 14 say the same. Source: SuperAwesome Project Rider Survey 2014
    • 22. THE OPPORTUNITY: ENGAGE KIDS WITH DIGITAL BOOK CONTENT Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv Kids (and parents) can get the reading experience for much less than anticipated £5.95: price guessed 9-14 year olds* £3.42: average price of a UK eBook Source: *SuperAwesome Project Rider Survey 2014, **www.publishingtechnology.com EBOOKS: A BIG OPPORTUNITY TO ENGAGE KIDS
    • 23. CHAT APPS & MOBILE GAMES
    • 24. Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv Source: SuperAwesome Research, April 2014 CHAT IS CHANGING FOR KIDS
    • 25. Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv Source: SuperAwesome Research, December 2013 CHAT APP USE AMONGST KIDS
    • 26. Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv Source: SuperAwesome Research, December 2013 FAVOURITE THING ABOUT CHAT APPS
    • 27. 2014: PREDICTIONS USE OF CHAT APPS Source: SuperAwesome Research, December 2013 (%s of those using chat apps)
    • 28. IS SNAPCHAT NEXT?
    • 29. Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv MOBILE GAMING – THE KIDS ECOSYSTEM 70%+ 60%+ 50%+ 35%+ % OF KIDS PLAYING Source: SuperAwesome Research: 2013
    • 30. 35
    • 31. HOW BRANDS MUST ADAPT
    • 32. Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv THE NEXT GENERATION CHANGES EVERYTHING Jordan Casey (age 13) - One of Apple’s youngest developer - Started programming age 9 - Founder & CEO of Casey Games Nick D’Aloisio (age 18) - Youngest recipient of venture capital, at 15 - Sold Summly to Yahoo in March 2013 for £30m
    • 33. Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv ...AND THEY WILL CREATE
    • 34. Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv
    • 35. +44 203 668 6677 | INFO@SUPERAWESOME.TV | WWW.SUPERAWESOME.TV @MRDYLANCOLLINS @GOSUPERAWESOME

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