Casual Games in Israel The Israeli Casual Game Market - Recent Developments Dudi Peles, CTO & Co-Founder QuizArt  Yuval Ba...
Who are we? <ul><li>Dudi Peles – CTO QuizArt  </li></ul><ul><li>Yuval Bayrav – Senior Editor Vgames.co.il </li></ul><ul><l...
What are Casual  Games? <ul><li>Casual Games are video games developed for the mass consumer, who would normally not regar...
 
 
 
 
 
 
 
 
 
 
Casual Games vs Hard-Core Hard-Core  Casual Characteristic 18-35 years old males, <15% of population All ages, male and fe...
Our Definition <ul><li>Little preliminary “gaming knowledge” required to play </li></ul><ul><li>Very flat “Learning Curve”...
Casual Games Business Models <ul><li>Trial to Purchase </li></ul><ul><li>Advertising Supported </li></ul><ul><li>Subscript...
Trial to Purchase <ul><li>Big Fish Games: >750,000 downloads a day. Average conversion rate 1%-2% </li></ul><ul><li>Xbox L...
Advertising Supported <ul><li>34% of internet users play free games (Aug ‘07)  </li></ul><ul><li>Big Portals: Yahoo Games,...
Subscription <ul><li>Club Pogo: 1.5M   subscribers paying $6 a month or $35 a year  (Dec ’07)   </li></ul><ul><li>Club Pen...
Skill-Based Gaming <ul><li>King.com - 190 million games played a month  (Feb 2008) .  </li></ul><ul><li>Other Web Sites: w...
Microtransactions <ul><li>Kart Rider: Over 16 million Koreans (>30% of Korea's population) have played Kart Rider. </li></...
Business Models - Summary <ul><li>Global Market Size in 2007:  $2.25 billion. </li></ul><ul><li>20% year over year growth....
Casual games in Israel <ul><li>Major models: Internet free-to-play games, cellular games, TV set-top box games, Retail </l...
The Israeli Casual Gamer Based on an online survey of >10K players 51% 49% 62% 38% Female Male Over 35 Under 35 25% 75% 31...
Players in the Market - Advertising Supported <ul><li>Big Portals, e.g.: </li></ul><ul><ul><li>Walla Fun </li></ul></ul><u...
Players in the Market - Advergaming <ul><li>Usually produced by interactive companies as part of a marketing campaign, tar...
Players in the Market - Mobile <ul><li>300,000 downloads a month (estimate). </li></ul><ul><li>Number of downloads increas...
Players in the Market - Retail <ul><li>Casual retail is dominated by children’s games and edutainment </li></ul><ul><li>Di...
New Players in the Market - Subscription <ul><li>Orange Games – by Orange (Partner) </li></ul><ul><li>Launched: early 2008...
New Players in the Market - Subscription <ul><li>BGames – by Bezeq </li></ul><ul><li>Soft Launched: early 2008 </li></ul><...
Players in the Market - Skill-based Games <ul><li>Play65 – by Interlogic </li></ul><ul><li>Launched: 2004 </li></ul><ul><l...
New Players in the Market - Skill-based Games <ul><li>Noobo </li></ul><ul><li>Launched: May 2007 </li></ul><ul><li>Close t...
New Players in the Market - Skill-based Games <ul><li>Shapo – by Tapuz </li></ul><ul><li>Launched: January 2008 </li></ul>...
Israeli Developers <ul><li>Enabling technologies </li></ul><ul><li>Distributing technologies / platforms </li></ul><ul><li...
 
Summary <ul><li>The casual Israeli market is closer to the global market then the non-casual market. Casual Games are very...
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Casual Games in Israel

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Presentation that was given by Dudi Peles and Yuval Beyrav in GameIS 2008 - Israeli game developer\'s conference.

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Casual Games in Israel

  1. 1. Casual Games in Israel The Israeli Casual Game Market - Recent Developments Dudi Peles, CTO & Co-Founder QuizArt Yuval Bayrav, Senior Editor Vgames.co.il Program in Science, Technology & Society, Bar Ilan University April 2008
  2. 2. Who are we? <ul><li>Dudi Peles – CTO QuizArt </li></ul><ul><li>Yuval Bayrav – Senior Editor Vgames.co.il </li></ul><ul><li>Bar Ilan University (Program in Science, Technology & Society) </li></ul>
  3. 3. What are Casual Games? <ul><li>Casual Games are video games developed for the mass consumer, who would normally not regard themselves as a “gamers”. </li></ul>51% 49% 62% 38% Female Male Over 35 Under 35
  4. 14. Casual Games vs Hard-Core Hard-Core Casual Characteristic 18-35 years old males, <15% of population All ages, male and female, 100% of population Demographics Home Home, work, on the way… Where Play Exploration, stimulation, adrenaline rush Fun, relaxation, escape Why Play 20 minutes – 2 hours to complete level 5-15 minutes to complete level Play Time Game consoles, hi-end PC PC, Mac, TV, Phone, inexpensive console Platform $30-$60 Free - $20 Game Price
  5. 15. Our Definition <ul><li>Little preliminary “gaming knowledge” required to play </li></ul><ul><li>Very flat “Learning Curve” </li></ul><ul><li>Very wide “Comfort Zone” </li></ul><ul><li>Note: gamers play casual games as well </li></ul>
  6. 16. Casual Games Business Models <ul><li>Trial to Purchase </li></ul><ul><li>Advertising Supported </li></ul><ul><li>Subscription </li></ul><ul><li>Skill-based Games </li></ul><ul><li>Microtransactions </li></ul><ul><li>Mobile </li></ul><ul><li>Retail Boxes </li></ul><ul><li>In-Game Advertising & Advergaming </li></ul>
  7. 17. Trial to Purchase <ul><li>Big Fish Games: >750,000 downloads a day. Average conversion rate 1%-2% </li></ul><ul><li>Xbox Live Arcade: ~1.5M downloads a day. Average conversion rate 18% </li></ul><ul><li>In 2006, “Trial to Purchase” accounted for 42% of the whole market </li></ul>
  8. 18. Advertising Supported <ul><li>34% of internet users play free games (Aug ‘07) </li></ul><ul><li>Big Portals: Yahoo Games, MSN Games </li></ul><ul><li>Game Portals: MiniClip, AddictingGames, NeoPets, NewGrounds, Kongregate </li></ul><ul><li>Messaging Tools: ICQ, LIVE messenger </li></ul>
  9. 19. Subscription <ul><li>Club Pogo: 1.5M subscribers paying $6 a month or $35 a year (Dec ’07) </li></ul><ul><li>Club Penguin: 700,000 subscribers (Aug ‘07) . Acquired by Disney for $350M. </li></ul><ul><li>Other Web Sites: Shockwave Unlimited, RealArcade, Big Fish Games </li></ul>
  10. 20. Skill-Based Gaming <ul><li>King.com - 190 million games played a month (Feb 2008) . </li></ul><ul><li>Other Web Sites: www.worldwinner.com www.gameduel.com </li></ul>
  11. 21. Microtransactions <ul><li>Kart Rider: Over 16 million Koreans (>30% of Korea's population) have played Kart Rider. </li></ul><ul><li>Maple Story: 72+ million users, $16 million per month worldwide via microtransactions (Apr ’08) </li></ul>
  12. 22. Business Models - Summary <ul><li>Global Market Size in 2007: $2.25 billion. </li></ul><ul><li>20% year over year growth. </li></ul>
  13. 23. Casual games in Israel <ul><li>Major models: Internet free-to-play games, cellular games, TV set-top box games, Retail </li></ul><ul><li>50-75% of Internet users play games online – that’s 1.75-2.8M users </li></ul><ul><li>In 07’-08’ we have conducted a survey among Israeli Internet casual players, with some surprising results… </li></ul>
  14. 24. The Israeli Casual Gamer Based on an online survey of >10K players 51% 49% 62% 38% Female Male Over 35 Under 35 25% 75% 31% 69% Female Male Over 35 Under 35
  15. 25. Players in the Market - Advertising Supported <ul><li>Big Portals, e.g.: </li></ul><ul><ul><li>Walla Fun </li></ul></ul><ul><ul><li>Nana10 Games </li></ul></ul><ul><li>Game Portals, e.g.: </li></ul><ul><ul><li>www.flashy.co.il </li></ul></ul><ul><ul><li>www.netgames.co.il </li></ul></ul><ul><ul><li>www.moomoo.co.il </li></ul></ul><ul><ul><li>www.webgames.co.il </li></ul></ul><ul><li>Many players, low income </li></ul>
  16. 26. Players in the Market - Advergaming <ul><li>Usually produced by interactive companies as part of a marketing campaign, targeting young audience. </li></ul><ul><li>Examples: Dibs (Nestle), Prigat, Bisli Dak (Osem), Bamba (Osem), Elite Puzzles (Elite), Shugi (Telma)… </li></ul>
  17. 27. Players in the Market - Mobile <ul><li>300,000 downloads a month (estimate). </li></ul><ul><li>Number of downloads increased by 50-60% since 2006 </li></ul>
  18. 28. Players in the Market - Retail <ul><li>Casual retail is dominated by children’s games and edutainment </li></ul><ul><li>Disney games, Matah, Comfy, Compedia </li></ul><ul><li>Compedia has just launched a semi-online virtual world of edutainment called Peleland </li></ul>
  19. 29. New Players in the Market - Subscription <ul><li>Orange Games – by Orange (Partner) </li></ul><ul><li>Launched: early 2008 </li></ul><ul><li>Price: 19.90 NIS </li></ul><ul><li>Offering (some of) Oberon Media games </li></ul><ul><li>Marketing exclusively to Orange’s existing 2.9M cellular telephone clients </li></ul>
  20. 30. New Players in the Market - Subscription <ul><li>BGames – by Bezeq </li></ul><ul><li>Soft Launched: early 2008 </li></ul><ul><li>Price: 19.90 </li></ul><ul><li>Offering mainly older (>4 years) and non-AAA games, edutainment </li></ul><ul><li>Marketing to Bezeq’s existing 2.6M telephone clients </li></ul>
  21. 31. Players in the Market - Skill-based Games <ul><li>Play65 – by Interlogic </li></ul><ul><li>Launched: 2004 </li></ul><ul><li>Offering backgammon </li></ul><ul><li>More then 5M registered players </li></ul><ul><li>Closed (for cash games) on December 2006 and reopened at May 2007. </li></ul>
  22. 32. New Players in the Market - Skill-based Games <ul><li>Noobo </li></ul><ul><li>Launched: May 2007 </li></ul><ul><li>Close to 200,000 registered users </li></ul><ul><li>Has a going partnership with the successful TV trivia brand “1 Vs 100” </li></ul><ul><li>Hosts Popcap games (Zuma, Bejeweled) </li></ul><ul><li>>1.3M game sessions in the 1 st month </li></ul><ul><li>>1M NIS played on during the first 3 months. </li></ul>
  23. 33. New Players in the Market - Skill-based Games <ul><li>Shapo – by Tapuz </li></ul><ul><li>Launched: January 2008 </li></ul><ul><li>Reportedly invested $1M </li></ul>Yuval
  24. 34. Israeli Developers <ul><li>Enabling technologies </li></ul><ul><li>Distributing technologies / platforms </li></ul><ul><li>Games ? </li></ul><ul><li>Casual Games ? </li></ul>
  25. 36. Summary <ul><li>The casual Israeli market is closer to the global market then the non-casual market. Casual Games are very relevant to Israel. </li></ul><ul><li>Israel as a casual game market has potential and is still at its infancy </li></ul><ul><li>Let the games begin… </li></ul>Foe more questions: dudi@quizart.com or editor@vgames.co.il

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