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M2 Research: CES Presentation - Game Trends in 2013

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Game trends for 2013 will revolve around four key themes: mobile, markets, monetization and mechanics.

Game trends for 2013 will revolve around four key themes: mobile, markets, monetization and mechanics.

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  • Mobile – platformsMarkets – user segmentation, geography, demographics
  • Mobile market - $9 billion with 34% growth
  • US has the highest number of mobile gamersUK has the highest percent of paying players Germany has the lowest percent of paying players
  • Independent Studios continue to push the envelope on mobile* Graphics: Confetti Games – Blackfoot Blade using Ivy Bridge processors, propriety particle system, terrain rendering * Platforms:Supercell -is one of the most successful company – Clash of Clans and Hay Day making $750,000/day* Genre: Red Robot – Life is Magic, success with location based games and R2 Engine* Tools: more open, more accessible
  • * M2 Research estimates kids influence 75% of game purchases* 84% bought their phones new* Girls – at least 43% play on mobile devices
  • ** Facebook is the number one site kids say they visit. Kids are sophisticated in their game consumptionDropped Off The List:MyspaceMiniclipNickNeopetsRobloxAdded To the List:SkypeTwitterMinecraftWorld of WarcraftMoshi MonstersStardollTop Video Games brands: Call of Duty, Mario, Halo, Assassin's Creed, Just Dance
  • Chartboost – In game advertising, just closed $19m in funding Swarm – looking to take over where OpenFeint left off – supports monetization, leaderboards, socialSwrve – realtime feedback on the behaviors of gamers using AB Testing. Just raised $6.25M.Playnomics – quantifies player behavior to find the right monetization mix.Kiip - Allows developers to increase player loyalty by rewarding them at key momentsTapjoy –
  • Playnomics Data: Data collected from a range of publishers and developers both domestic and international. For the purposes of this report, we sampled data over 30 million players who were active during Q4 of 2012. In performing our analyses, we studied these players across almost 200 million game sessions played and over 5 billion in-game events. The games included in this study were primarily online, social, and casual games and played through various social networks. These games are accessible across a wide range of platforms including PC, tablet and smartphone.Driving Retention for Early Life Cycle PlayersResults: Targeted players who responded to a promotion (A and B) significantly outperformed those of the control group• CTR: 5x higher• Total Cumulative Spend: 87% higher• Average Total Hours Played Per DAU: 28% higher• Average Return Rate: 23% higher
  • Market more than double from 2011Revenue 1) platform vendor revenue, 2) agency and production revenue and 3) internal development.Consumer - down from 91% in January 2011 ** $151 million Enterprise - up from 9% in January 2011 **$91 million (in millions)2011 - $1002012 - $2422013 -$5222014 - $9802015 - $1,7072016 - $2,830Source: M2 Research
  • Stand outs include:Samsung Nation USA NetworkRecyclebankNikeKaiserDeloitte
  • Transcript

    • 1. Wanda Meloni M2 ResearchThe Power of GamesTrends in 2013CES - Games SummitLas Vegas, January 10 2013
    • 2. The Trends in 2013 Mobile Markets Mechanics 2
    • 3. Mobile 3
    • 4. 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
    • 5. 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
    • 6. Indie Development Graphics – Confetti Games Platforms - Supercell Genres – Red Robot Labs Accessible Tools 6
    • 7. Markets 7
    • 8. Games are UniversalGames now reach more people regardless of age, demographics or geography
    • 9. 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
    • 10. Kids and GamesBoys: 8-11 Boys: 12-15Girls: 8-11 Girls: 12-15 10 Source: Kidsay
    • 11. 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
    • 12. Monetization 12
    • 13. 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
    • 14. Player Engagement By Country 14Source: Playnomics, Player Engagement Study, Q4 2012
    • 15. 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
    • 16. Mechanics 16
    • 17. 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
    • 18. GamificationTotal Market in 2012 = $242 million• Up 150% from 2011• Consumer market – 62%• Enterprise market – 38% 18
    • 19. Industry Segmentation 19
    • 20. 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
    • 21. Thank you! wanda@m2research.comPlease email me for a copy of this presentation 21

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