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Playspan virtual-goods-report-aug2011
Playspan virtual-goods-report-aug2011
Playspan virtual-goods-report-aug2011
Playspan virtual-goods-report-aug2011
Playspan virtual-goods-report-aug2011
Playspan virtual-goods-report-aug2011
Playspan virtual-goods-report-aug2011
Playspan virtual-goods-report-aug2011
Playspan virtual-goods-report-aug2011
Playspan virtual-goods-report-aug2011
Playspan virtual-goods-report-aug2011
Playspan virtual-goods-report-aug2011
Playspan virtual-goods-report-aug2011
Playspan virtual-goods-report-aug2011
Playspan virtual-goods-report-aug2011
Playspan virtual-goods-report-aug2011
Playspan virtual-goods-report-aug2011
Playspan virtual-goods-report-aug2011
Playspan virtual-goods-report-aug2011
Playspan virtual-goods-report-aug2011
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Playspan virtual-goods-report-aug2011

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Consumer Spending behavior on Virtual goods and currencies. What are they buying and why, how much are they spending and differences between the sexes and the states.

Consumer Spending behavior on Virtual goods and currencies. What are they buying and why, how much are they spending and differences between the sexes and the states.

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  • 1. Games and Virtual GoodsConsumer Spending Report Research conducted by ©PlaySpan Inc. A Visa company. Proprietary and Confidential. All Rights Reserved
  • 2. Audience Demographic Profile VGMarket Audience Panel Education US General Gamer Population • 1,006 total respondents between Im in high school 13 and 65 (inclusive) 5%6% 12% 17% High school Graduate • 72% male27% 2% Trade School • Average respondent age: 25.3 Some college • Average household income: $68,897 31% College Some graduate school Graduate school Games & Virtual Goods Consumer Spending Report - August 2011 ©PlaySpan Inc. A Visa company. Proprietary and Confidential. All Rights Reserved
  • 3. Audience Demographic Profile VGMarket Audience Panel Interest in Types of ActivitiesHang out at the mall Read a newspaper What region of the United States do you live in? Read a magazine East 31% Play sports Read a book West 31% Exercise Midwest 21% Watch television Go to the movies South 17%Browse the Internet Play video games 0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 Games & Virtual Goods Consumer Spending Report - August 2011 ©PlaySpan Inc. A Visa company. Proprietary and Confidential. All Rights Reserved
  • 4. The median spent on In-Game Currency and Subscription Codes more thandoubled while in-game virtual gifts declined slightly Median Spent on Digital Content By Content TypeContent Type From First Party From Third Party July 2011 July 2010 July 2011 July 2010In-Game Currency $50 $31 $45 $20Subscription Codes $50 $20 $25 $15Armor or Equipment* $30 $28 $20 $20Maps/Levels $30 $20 $30 $11Weapons $25 $20 $20 $15Virtual Gifts $23 $30 $25 $20Powerups $20 $20 $20 $15Other $30 $20 $25 $10 Games & Virtual Goods Consumer Spending Report - August 2011 ©PlaySpan Inc. A Visa company. Proprietary and Confidential. All Rights Reserved
  • 5. As the availability of many more Free2Play and other games with online playhas captured more consumer dollars away from casual and social games Median Spent on Digital Content By Game TypeGame Type From First Party From Third Party July 2011 July 2010 July 2011 July 2010MMOs $70 $37 $50 $35Free-to-Play Games $60 $20 $50 $25Console Games with Online Play $60 $40 $50 $20PC Games with Online Play $50 $40 $48 $10Casual Games $25 $40 $23 $30Social Networking Games $20 $50 $20 $30 Games & Virtual Goods Consumer Spending Report - August 2011 ©PlaySpan Inc. A Visa company. Proprietary and Confidential. All Rights Reserved
  • 6. Games and Virtual GoodsConsumer Spending ©PlaySpan Inc. A Visa company. Proprietary and Confidential. All Rights Reserved
  • 7. More than 47% of the General Gamer Population respondents have purchasedIn-Game Currency and Maps/Levels in the last 12 months. In the last 12 months, which of the following types of virtual items or content have you purchased using real-world money? In-Game Currency 48% Maps/Levels 47% Armor or Equipment 29% Weapons 26% Subscription Codes 23% Powerups 18% Virtual Gifts 18% Other 14% None of the Above 8% 0% 10% 20% 30% 40% 50% 60% Games & Virtual Goods Consumer Spending Report - August 2011 ©PlaySpan Inc. A Visa company. Proprietary and Confidential. All Rights Reserved
  • 8. While Social Games and MMO’s are often associated with virtual goods purchases, over 51% of respondents purchased virtual goods for Console Games with Online Play In the last 12 months, for which of the following types of online games have you purchased virtual currency, items, or content using real-world money?Console Games with Online Play 51% Social Networking Games 30% MMOs 28% PC Games with Online Play 22% Free-to-Play Games 22% Casual Games 16% None of the Above 9% 0% 10% 20% 30% 40% 50% 60% Games & Virtual Goods Consumer Spending Report - August 2011 ©PlaySpan Inc. A Visa company. Proprietary and Confidential. All Rights Reserved
  • 9. Spending Habits ©PlaySpan Inc. A Visa company. Proprietary and Confidential. All Rights Reserved
  • 10. One third of the General Gamer Populationpurchases virtual content. 2011 General Gamer PopulationIn an online game, have you ever used real-world money to purchase virtual content from another player or third-party site? 31% Yes No 69% Games & Virtual Goods Consumer Spending Report - August 2011 ©PlaySpan Inc. A Visa company. Proprietary and Confidential. All Rights Reserved
  • 11. General Gamer respondents cite “playing more online games” as the top reason for planning to spend more. Why do you plan to spend more on virtual goods than last year? I am playing more online games than I did before 67% I have more money to spend now 42% They are easier to purchase than they were 32%They give greater in-game rewards than they did 30% They are cheaper than they were 25% I feel more secure spending money online 16% 0% 20% 40% 60% 80% Games & Virtual Goods Consumer Spending Report - August 2011 ©PlaySpan Inc. A Visa company. Proprietary and Confidential. All Rights Reserved
  • 12. 58% of game players that purchase Virtual Goods do so at least once a month Approximately how often do you purchase virtual items or content with real-world money? Every day 45% 2% A few times a week 4% Once a week 7% 42% Once a year or less Once a month Games & Virtual Goods Consumer Spending Report - August 2011 ©PlaySpan Inc. A Visa company. Proprietary and Confidential. All Rights Reserved
  • 13. Personalization, progress and exclusive items are the main motivators behind Virtual Goods purchases What are your reasons for purchasing virtual items or content?To use in the game myself, regardlessof whether it helps me advance or not 55% To advance further in the game 53% To get unique items I can only get through purchase 47%To decorate my page, persona, and/or avatar 24%To get items that otherwise I wouldnt have time to earn 22% To give as a gift to someone else 19% To resell to other players 4% Other 5% None of the Above 2% 0% 10% 20% 30% 40% 50% 60% Games & Virtual Goods Consumer Spending Report - August 2011 ©PlaySpan Inc. A Visa company. Proprietary and Confidential. All Rights Reserved
  • 14. Demographic Differences ©PlaySpan Inc. A Visa company. Proprietary and Confidential. All Rights Reserved
  • 15. Female game players dominate males in virtual goods purchases for both F2P/MMOs and Casual Games Average real-world money spent buying virtual content from first-party and third-party in the last 12 months. MMOs - 1st Party $86 $77 MMOs - 3rd Party $111 $74Casual Games - 1st Party $51 $36Casual Games - 3rd Party $62 $28 $0 $20 $40 $60 $80 $100 $120 Females Males Games & Virtual Goods Consumer Spending Report - August 2011 ©PlaySpan Inc. A Visa company. Proprietary and Confidential. All Rights Reserved
  • 16. Game players from the west coast spend more on both Weapons and Armor compared to those on the east coast Average real-world money spent buying virtual content from first-party and third-party in the last 12 months. Weapons - 1st Party $36 $22 Weapons - 3rd Party $45 $21Armor or Equipment - 1st Party $36 $21Armor or Equipment - 3rd Party $42 $18 $0 $10 $20 $30 $40 $50 West East Games & Virtual Goods Consumer Spending Report - August 2011 ©PlaySpan Inc. A Visa company. Proprietary and Confidential. All Rights Reserved
  • 17. Game player respondents that play Sports spend much more on MMOs than game player respondents that read Books Average real-world money spent buying virtual content from first-party and third-party in the last 12 months. $106MMOs - 1st Party $65 $132MMOs - 3rd Party $49 $0 $20 $40 $60 $80 $100 $120 $140 Sports Books Games & Virtual Goods Consumer Spending Report - August 2011 ©PlaySpan Inc. A Visa company. Proprietary and Confidential. All Rights Reserved
  • 18. Male game players are more receptive to email communications than women, while women game players are more accepting of receiving promotions on Facebook than men Average real-world money spent buying virtual content from first-party and third-party in the last 12 months. 38% Email 49% 31%Facebook 18% 0% 10% 20% 30% 40% 50% 60% Females Males Games & Virtual Goods Consumer Spending Report - August 2011 ©PlaySpan Inc. A Visa company. Proprietary and Confidential. All Rights Reserved
  • 19. Objectives and MethodologyObjectives:• To assess interest in virtual content in 2011.• To compare spending on virtual content year over year.• To identify virtual content of interest and compare spending across different genres.Methodology:• Respondents rate the various methods they have used to pay for virtual goods.• Respondents then indicate the frequency and types of their purchases and whether they are through first- or third-party channels.• Respondents indicate how they think their spending habits will change.• Finally, respondents answer questions regarding their gaming habits. Games & Virtual Goods Consumer Spending Report - August 2011 ©PlaySpan Inc. A Visa company. Proprietary and Confidential. All Rights Reserved
  • 20. Thank You!To explore how PlaySpan can poweryour virtual goods and virtualcurrencies contact PlaySpan todaybizdev-ps@visa.com Robb Lewis Director of Marketing, Playspan robblew@visa.com Twitter.com/robblewis ©PlaySpan Inc. A Visa company. Proprietary and Confidential. All Rights Reserved

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