M2 Research: CES Presentation - Game Trends in 2013

Wanda Meloni M2 ResearchThe Power of GamesTrends in 2013CES - Games SummitLas Vegas, January 10 2013

The Trends in 2013 Mobile Markets Mechanics 2

Mobile 3

Tablets, Handhelds & Smartphones Market Size = $9 Billion Growth Rate = 34% 95M Americans Growth of segments Smartphone, Tablet or Handheld Console Gamers In 6 months: March 2012 – September 2012 overlap +23% +9% -8%Source: Newzoo Mobile Trend Report, October 2012 4 © 2012 Newzoo 4

Mobile Gamers per Country Phone & Tablet Gamers and Share of Paying Gamers (aged 10 to 50) US UK GER FR BE NL IT ES RU BR TUR POL AUS# mobile gamers aged 10 - 50 96M 22M 21M 14M 2.0M 4.0M 11M 12M 26M 27M 15M* 7.5M* 7.1M share of all gamers 69% 79% 68% 62% 53% 62% 69% 77% 70% 71% 69% 68% 65% A small but growing share of mobile gamers spends money Non-Paying Mobile Gamers In growth markets such as Turkey the share of male payers is highest: 70% 33% 38% 35% 37% 34% 35% Paying Gamers 22M 30% 3.8M 31% 10M 5.2M 32M 6.3M 23% 22% 3.8M 25% 28% 2.5M 20% 2.1M 3.2M 0.8M 6.4M 0.4M Source: Newzoo , September 2012 Consumer Research * Source: Newzoo, March/April 2012 Consumer Research Data 5

Indie Development Graphics – Confetti Games Platforms - Supercell Genres – Red Robot Labs Accessible Tools 6

Markets 7

Games are UniversalGames now reach more people regardless of age, demographics or geography

Kids and GamesKids are quickly adopting mobile devices as a preferredgame platform. • Kids are engaging with multiple screens simultaneously • Not just at the PC, but on the living room couch as well • Mobile devices are changing the way kids engage with their games MOBILE PHONES: • 64% - kids have mobile phones • Girls are playing more on mobile devices than boys TABLETS: • 45% - kids have played games on a tablet • 79% - play on an iPad 1. Kids influence over 75% of video game purchases 2. Over 93% say they play games online 9Source: Kidsay, M2 Research

Kids and GamesBoys: 8-11 Boys: 12-15Girls: 8-11 Girls: 12-15 10 Source: Kidsay

Women and Games• More women playing games = 47% in US• They are playing on mobile devices = 60% Big Fish> Texas Hold’em Revenue – 65% women As an industry – 1. Women currently comprise less than 15% of game development 2. More opportunity to market and support them as consumers 11Sources: ESA, EEDAR, BigFish, Game Developer Magazine

Monetization 12

Monetizing Methods November 2012 iOS – 77% Free There are over 35 Android – 91% Free companies focused on monetization• In game currency• Micro-transactions• Ad-based• Offer exchange• Subscriptions• Gamification style rewards 13

Player Engagement By Country 14Source: Playnomics, Player Engagement Study, Q4 2012

Trends and Future• Benchmarking and Analytics more important for monetization: – A/B testing getting serious • Getting it rights means big money• More start-ups dedicated to either measuring or improving monetization• Software providers getting in the act – DeNA MOBAGE, Unity Union, Activision (use of swrve). 15

Mechanics 16

Mechanics – Non Gaming Gameplay Transparency Infinity Competition Virality Creativity Sharing Strategy Social networking Self-Education Referrals UGC Rewards Communication Scores Feedback Leaderboards Self-Expression Prizes Gamification is more about user interface and engagement 17

GamificationTotal Market in 2012 = $242 million• Up 150% from 2011• Consumer market – 62%• Enterprise market – 38% 18

Industry Segmentation 19

Engagement Loyalty Virality Commerce Unique 100-150% Repeat 150- Social 250%+ Purchase 100-150% Visits Visits 200% Interactions Page Views 100-150% Referrals 250%+ Social 250%+ Virtual 100-150% Shares Goods Time on 100-150% Recruits 250%+ Site What will resonates beyond the hype: 1. Dedicated budgets 2. Audience research and testing 3. Support engagement at the development level 4. An understanding of game design and theory 20Source: M2 Research - Gamification Metrics Survey, June 2012

Thank you! wanda@m2research.comPlease email me for a copy of this presentation 21

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M2 Research: CES Presentation - Game Trends in 2013

by Wanda Meloni on Jan 20, 2013

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M2 Research: CES Presentation - Game Trends in 2013 Presentation Transcript