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Virtual Goods Market (courtesy Playspan)

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  • 1. PlaySpan/VGMarket Digital Goods Spending Report July 2010
  • 2. PlaySpan Digital Goods Spending Contents Report July, 2010 • Executive Summary/Demographics • Spending Habits • Video Game Preferences
  • 3. PlaySpan Digital Goods Spending Methodology Report July, 2010 Overview • This report highlights detailed responses to the PlaySpan/VGMarket Digital Goods Spending Report. • Survey was distributed by email and web links to a sample of 2,221 PlaySpan Marketplace, Facebook via Spare Change, and Ultimate Game Card gamers. • Responses were collected from June 3 – June 30, 2010. Objectives Obtain insight on: • Digital goods buying from 1st party publishers. • Digital goods buying from 3rd party marketplaces.
  • 4. PlaySpan Digital Goods Spending Key Takeaways Report July, 2010 • The PlaySpan/VGMarket Digital Goods Spending Report demonstrates the tremendous monetization opportunities available to both first-party publishers and third-party marketplaces through the sale of digital goods. Each type of digital good has a unique level of demand, and the amount of money that a consumer spends on digital goods varies by genre. • Publishers and marketplaces can use this insight to forecast revenue, make the right development investments, and effectively allocate marketing dollars. The result is higher profitability through optimization of an existing digital goods revenue stream and the development of new, effective digital content. • Respondents spent more money on digital goods in Social Networking games than in any other genre over the last 12 months. • Although males are playing significantly more games and are the primary drivers of total digital goods sales, the data shows that North American women 25 and older are spending disproportionately large sums of money on digital goods.
  • 5. Executive Summary / Demographics
  • 6. PlaySpan Digital Goods Spending Executive Summary Report July, 2010 • North American women over the age of 25 are spending the most money on Digital Goods. • Respondents spent more money on Digital Goods in Social Networking games than in any other genre over the last 12 months. • In-game Currency, Virtual Gifts, and Wearables were the most popular types of Digital Goods purchased over the last 12 months. • Respondents are actively purchasing Digital Goods from both 1st party and 3rd party sources. • PayPal (43%) is the preferred method of payment for Digital Goods. • The average respondent in this study is a 23.5 year old male (78% of total sample) with an average annual household income of approximately $46,000.
  • 7. First party sources are the primary PlaySpan Digital Goods Spending medium for purchasing digital Report content. July, 2010 Median Spent on Digital Goods By Genre Genre From 1st Party Sites From 3rd Party Sites Social Networking $50 $30 MMOs $40 $35 Casual Games $40 $30 Free to Play Games $40 $25 PC Games with Online Play $37 $10 Console Games with Online Play $20 $20
  • 8. First party sources are the primary PlaySpan Digital Goods Spending medium for purchasing digital Report content. July, 2010 Median Spent on Digital Goods By Content Type Content Type From 1st Party Sites From 3rd Party Sites In-Game Currency (gold, coins, credits, $31 $20 etc.) Virtual Gifts (Flowers, rings, holiday $30 $20 items) Wearables $28 $20 Power Ups $20 $15 Subscription Codes $20 $15 Maps/levels $20 $11 Weapons $20 $15
  • 9. Respondents prefer to spend their PlaySpan Digital Goods Spending money on In-Game Currency and Report July, 2010 Weapons In-Game Currency (gold, coins, credits, etc.) Weapons Power Ups Wearables Virtual Gifts (Flowers, rings, holiday items) Subscription Codes Maps/Levels Other
  • 10. Respondents who purchase virtual content PlaySpan Digital Goods Spending prefer to buy for Free to Play Games, Survey Report July, 2010 MMOs, and Social Networking Games Free to Play Games MMOs Social Networking Games PC Games with Online Play Casual Games Console games with online play None of the Above
  • 11. PlaySpan Digital Goods Spending Demographics (1/2) Report July, 2010 Demographics • 2,221 total respondents between the ages of 13 and 64 • 78% male • Average respondent age: 23.5 • Average household income: $45,923
  • 12. PlaySpan Digital Goods Spending Demographics (2/2) Report July, 2010 Notable Differences among Demographic groups: Age 13-17 18-24 25+ Median Spent on 1st-party Purchases in Social Networking Games $20 $40 $50 Median Spent on 1st-party Purchases of In-game Currency $20 $23 $50 Median Spent on 3rd-party Purchases of Power Ups $10 $15 $20 Median Expenditure Overall $50 $63 $100 Gender Male Female Median Spent on 1st-party purchases in Social Networking Games $30 $55 Median Spent on 1st-party Purchases of In-game Currency $25 $50 Median Expenditure Overall $60 $80 Country US Canada Philippines Median Expenditure Overall $78 $75 $40
  • 13. Spending Habits
  • 14. PlaySpan Digital About half plan to maintain spending Goods Spending Report on digital goods in the next year July, 2010 Do you plan to spend more, less, or the same amount on digital goods in the next 12 months? 30% More 49% Less About the Same 21%
  • 15. Respondents expecting to spend PlaySpan Digital Goods Spending more cite “playing more online Report July, 2010 games” as the reason I am playing more online games than before They give greater in-game rewards than they did before They are easier to purchase than they were They are cheaper than they were I have more money to spend now
  • 16. Respondents expecting to spend less PlaySpan Digital Goods Spending cite “having less cash” and “increased Report July, 2010 expense of gaming” I have less money to spend now They are more expensive than they were I am playing fewer online games than I did before They are more difficult to purchase than they were They give lesser in-game rewards than they did before
  • 17. Respondents who have not purchased PlaySpan Digital Goods Spending in the past chose “it is not worth the Report July, 2010 money” as the most common reason I do not believe it is worth the money I have no interest in purchasing virtual items or content I'm afraid that the player/site would take my money and not deliver the item I would if I knew how/where to buy Buying items is cheating I didn’t know this was possible It’s against the Terms of Service of the game Other None of the above
  • 18. Respondents indicate a preference PlaySpan Digital Goods Spending towards buying content directly from Report July, 2010 the company who makes the game Who Do You Buy From? Third-party websites and other players 30% 29% Directly from the company that makes the game 41% Both
  • 19. PayPal, Credit Cards, and Ultimate Game PlaySpan Digital Goods Spending Cards are the preferred methods of Report July, 2010 payment for digital goods What method of payment do you use? PayPal 43% Credit Card 32% Ultimate Game Card 30% Cash/Money Order/Check 20% Mobile phone payment 17% PayByCash 13% By completing surveys and offers 13% Spare Change 12% Game specific surveys and offers 9% Facebook Credits 7% Click N Buy 4% Social Gold 2% Other 8% None of the above 2% 0% 10% 20% 30% 40% 50%
  • 20. The majority of respondents purchase PlaySpan Digital Goods Spending digital goods a few times a month or Report July, 2010 less Every day A few times a week Once a week A few times a month Once a month Once every couple of months Once a year or less
  • 21. PlaySpan Digital Respondents prefer purchasing content Goods Spending Report to use in the game for themselves July, 2010 What are your reasons for purchasing virtual items or content? To use in the game myself 68% To get unique items I can only get through purchase 44% To advance further in the game 44% To get items that otherwise I wouldn’t have time to earn 23% To give as a gift to someone else 22% To decorate my page, persona, and/or avatar 19% To resell to other players 10% Other 2% None of the above 2% 0% 20% 40% 60% 80%
  • 22. Video Game Preferences
  • 23. PlaySpan Digital Goods Spending Online Gameplay Report July, 2010 How many PC or Console video games have your How many hours do you spend playing games purchased in the last 12 months? online in an average week? Free to Play Games 53% 0 1% Social Networking Games 53% 1-2 6% PC Games with Online Play 41% 3-5 12% MMOs 41% 6-10 16% Casual Games 29% 11-20 17% Console Games with online play 26% 21-30 15% 31-40 11% How many different online games do you currently 41-50 6% play? 50 or more 16% 1 17% Average Time 23.7 2 22% 3 22% 4 9% 5 or more 30%
  • 24. PlaySpan Digital Goods Spending General Gameplay Report July, 2010 How many PC or Console video games have How many Free to Play games have you your purchased in the last 12 months? played in the last 12 months? 0 14% 0 3% 1-2 31% 1-2 25% 3-5 23% 3-5 27% 6-10 15% 6-10 18% 11-20 9% 11-20 11% 21-30 4% 21-30 5% 31-40 1% 31-40 2% 41-50 1% 41-50 2% 50 or more 2% 50 or more 6% Average Games 7.5 Average Games 11.2
  • 25. PlaySpan Digital Goods Spending General Gameplay Report July, 2010 How many Social Network games have you How many iPhone/iPod Touch games have you played in the last 12 months? downloaded or purchased in the last 12 months? 0 14% 0 11% 1-2 29% 1-2 14% 3-5 23% 3-5 17% 6-10 14% 6-10 14% 11-20 8% 11-20 14% 21-30 4% 21-30 10% 31-40 2% 31-40 6% 41-50 1% 41-50 3% 50 or more 4% 50 or more 13% Average Games 8.4 Average Games 17.0