Social Games in Poland / DAU MAU ARPPU

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Social Games in Poland – what games do they play, who plays, who pays and what is profitable?

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Social Games in Poland / DAU MAU ARPPU

  1. 1. Social Games in Poland – what games do they play,who plays, who pays and what is profitable?Jacek Jankowski
  2. 2. NK IN NUMBERS
  3. 3. All NK UsersSource: NK data, march 20138,5milionsof Active Users
  4. 4. 34%25%17%24%40%26%16%19%rural areas < 50 000 50 000 - 200 000 > 200 000Size of the cityProfile of Internet/NK UsersNKINTERNET16% 14%38%31%16%19%40%25%primary basic vocational secondary still studying andMaster degreesEducation12%23%43%22%12%25%47%16%[7-14] [15-24] [25-44] [45+]Age50% 50%55%45%women menGenderSource: Megapanel PBI/Gemius, february2013
  5. 5. PLAYERS ON NK
  6. 6. How many players are on NK and what are their activities?Source: NK data, march 201310 mlnofgamesinvitationsmonthly4,4 mlngames loginsevery dayover 2,6mlninstallations ofaplicationsmonthlyover 2 mlnactiveplayersmonthly(MAU)over 114gamesandappsincatalogue
  7. 7. Active NK Players profileSource: NK data, march 201358%42%40%18%21%13%8%< 1415–2425–3435–4445+GenderAge
  8. 8. 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 71Who are NK Players?Source: NK data, october 2012
  9. 9. What time do they play?
  10. 10. WHO IS BIG FISH?
  11. 11. Research sampleTOP paying:• 100 players who payed the most in 3 months from 04.11.2012 to 04.02.2013(sample TOP 100 3 months)• 100 players, who payed the most in february 2013TOP non-paying• 100 players, who haven’t made any transactionNK players research
  12. 12. NK Players profile – paying vs non-paying46%54%Top 100 paying58%42%Top 100 non-paying
  13. 13. NK Players profile – paying vs non-paying67%33%Paying56%41%non-paying
  14. 14. Comparison in demography46%52%5% 4%27% 28%36%57% 42%45%13%21%13%9%0%20%40%60%80%100%120%F M 6-17 18-24 25-34 35-44 45+top non-payingtop paying
  15. 15. Age groups – paying and non-payingTop paying Top non-paying
  16. 16. TOP paying - profile0% 5% 10% 15% 20% 25% 30%55+45-5435-4425-3418-246-17FM
  17. 17. Most lucrative gamesŚwiat wg ZombieWiejskie ŻycieSkalneMiasteczkoKlondikeNa RybyHappy HarvestGoodgameEmpireAwataria
  18. 18. TOP 100 paying vs TOP 100 non-payingSource: NK data, february 2013Non-payingrun2,4gamesevery daypaying have141playing friends15installedgamesperpayinguser23installedgamespernon-payinguserpayingrun1,9 gameseverydaynon-paying have144,9playing friends
  19. 19. How do they spend money in games?0,00%0,01%0,02%0,09%0,49%0,32%0,67%1,48%5,41%10,09%50,22%18,72%10,96%1,51%0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00%>4000 PLN2000-2500 PLN1500-1999 PLN1000-1499 PLN500-999 PLN400-499 PLN300-399 PLN200-299 PLN100-199 PLN50-99 PLN10-49 PLN5-9 PLN1-4 PLN<1 PLN
  20. 20. Polish researchvirtualcurrency.pl
  21. 21. Polish research
  22. 22. IS IT POSSIBLE TO MAKE MONEY IN POLISHSOCIAL GAMES?
  23. 23. Farms, rabbits and strawberries
  24. 24. Jazda PróbnaIs it still commercial game or independent production yet?Start of action: 15.11.2010Continuous access to Friends’ results motivates Usersto competition.Users took part in the race. They have avoid traps andeliminate obstacles like unfavorable terms of contractswith mobile operators.For gathered points, Users could buy new, better cars1 100 000 Users played that game
  25. 25. Social CityProduct placement in game1 072 496 MAU234 922 DAUHotels branded by Plus1 625 932 views151 749 players built439 842 Plus buildings2 338 967instalations
  26. 26. Social MobileIt is also possible to earn on simple mobile productions – Bushido GamesRules- player’s fun- sticking to KISS rule- high quality of code and graphics
  27. 27. SkalneMiasteczkowliczbachŹródło: Dane własne NK, październik 201223,8mlnof players (MAU
  28. 28. SkalneMiasteczkowliczbachŹródło: Dane własne NK, październik 2012
  29. 29. Social Games are not only web and mobile
  30. 30. Wizualizacje – ekran gryProduction cost 20 000 PLN100 000 PLN income in 3 months
  31. 31. Skalne Miasteczkoin numbersARPPU40PLN22000transactionsmonthly90 000game loginsevery day (DAU)10 000 000gamelogingsmonthlyŹródło: Dane własne NK, październik 2012over 0,3 mlnactiveplayersmonthly(MAU)
  32. 32. Best practicetreatgameasaservice,whichhasrighttochange,developandevolve Playersare most importanttake care of them every day andthey will let you liveoptimize,modify,test, test, test…ifyouwanttomakemoney…don’tcountittoearly
  33. 33. ConcludingThere are many ways to make money in Polish Social games!

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