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2012 Arkadium Social Gaming   Monetization Research     Part 1 – Purchaser Profiles
Research Overview  Research Objectives:  • Gain an understanding of items that social game players are likely to purchase ...
Respondent Profile   • 986 females, 584 males                                        Age             35%             30%  ...
Research Highlights• Social Butterflies – play games with at least 6 friends   – 63% have purchased   – 33% have spent mor...
Social Butterflies• 63% of players that play with 6 friends or more have  purchased in Facebook games   – 74% of social bu...
Social Butterflies            • Social butterflies are more likely to splurge with            purchases of more than $20  ...
Online Shoppers  • Just under 50% of gamers that are also heavy online    shoppers have purchased in Facebook games6/19/20...
Online Shoppers  • 59% have purchased a premium gift for a friend (45% overall)    and 65% have purchased a gift for thems...
Online Shoppers  • 20% spend $50 or more per month (11% for purchasers    overall) and 23% budget at least $20 for Faceboo...
Core Gamers  • 62%, 61% and 49% of strategy, RPG, and Sports    gamers respectively have purchased something in a    Faceb...
Core Gamers  • 42% of RPG gamers and 45% of sports gamers typically    spend at least $20/month on Facebook games     – Pa...
APPENDIX - SEGMENTATION     DATA6/19/2012                      12
Social Butterflies                                                                          Overall (1,570) Social Butterf...
Social Butterflies                                                                    Overall (1,570) Social Butterflies (...
Social Butterflies                                                                       Overall (1,570) Social Butterflie...
Social Butterflies                                                                   Overall (1,570) Social Butterflies (5...
Online Shoppers                                                                            Overall (1,570) Online Shoppers...
Online Shoppers                                                                        Overall (1,570) Online Shoppers (51...
Online Shoppers                                                                       Overall (1,570) Online Shoppers (518...
Online Shoppers                                                                       Overall (1,570) Online Shoppers (518...
Game Type                                        Overall (1,570) Sim     Strategy RPG (252) Arcade (661) Casino (534) Triv...
Game Type                                       Overall (1,570) Sim      Strategy RPG (252) Arcade (661) Casino (534) Triv...
Game Type                                     Overall (1,570) Sim       Strategy RPG (252) Arcade (661) Casino (534) Trivi...
Game Type                                      Overall (1,570) Sim         Strategy RPG (252) Arcade (661) Casino (534) Tr...
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Arkadium Social Gaming Monetization Research - Part 1

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Arkadium Social Gaming Monetization Research - Part 1

  1. 1. 2012 Arkadium Social Gaming Monetization Research Part 1 – Purchaser Profiles
  2. 2. Research Overview Research Objectives: • Gain an understanding of items that social game players are likely to purchase within games on Facebook • Identify the genre of games that are most likely to monetize the end user • Understand the profile of monetizing Facebook gamer This portion of the research focuses on identifying some characteristics of the social game purchaser. Data Collection: • Web survey (Peanut Labs eRewards) • Audience: US users 18 years and older • Survey length: 48 questions • Survey period: March 30th, 2012 • 1,576 responses Survey Qualifications: • Live in the United States • Be 18 years or older • Have played a game on Facebook6/19/2012 2
  3. 3. Respondent Profile • 986 females, 584 males Age 35% 30% 25% 20% 15% 10% 5% 0% Under 18 18-24 25-34 35-44 45-54 Over 55 •41% have zero children in their household •27% have 1 child •32% have 2 or more children6/19/2012 3
  4. 4. Research Highlights• Social Butterflies – play games with at least 6 friends – 63% have purchased – 33% have spent more than $20 on one purchase• Online Shoppers – spend at least $100/month online – 59% have purchased a gift for a friend (45% overall) and 65% have purchased a gift for themselves (53% overall)• Core gamers – Strategy, RPG and Sports gamers – 62% and 61% of Strategy and RPG gamers respectively have purchased something in a Facebook game vs. 41% of players overall – 45% of Sports gamers typically spend at least $20/month on Facebook games
  5. 5. Social Butterflies• 63% of players that play with 6 friends or more have purchased in Facebook games – 74% of social butterflies are likely to purchase in sim or city-building games – 56% purchase to decorate and personalize
  6. 6. Social Butterflies • Social butterflies are more likely to splurge with purchases of more than $20 • 33% have, v. 24% overall6/19/2012 6
  7. 7. Online Shoppers • Just under 50% of gamers that are also heavy online shoppers have purchased in Facebook games6/19/2012 7
  8. 8. Online Shoppers • 59% have purchased a premium gift for a friend (45% overall) and 65% have purchased a gift for themselves (53% overall)6/19/2012 8
  9. 9. Online Shoppers • 20% spend $50 or more per month (11% for purchasers overall) and 23% budget at least $20 for Facebook games every month – 52% have spent more than $11 on one purchase (44% for purchasers overall)6/19/2012 9
  10. 10. Core Gamers • 62%, 61% and 49% of strategy, RPG, and Sports gamers respectively have purchased something in a Facebook game vs. 41% of users overall6/19/2012 10
  11. 11. Core Gamers • 42% of RPG gamers and 45% of sports gamers typically spend at least $20/month on Facebook games – Pay to unlock content, gain edge or decorate and personalize – Purchase gifts, upgrades, game expansions, and limited time offers6/19/2012 11
  12. 12. APPENDIX - SEGMENTATION DATA6/19/2012 12
  13. 13. Social Butterflies Overall (1,570) Social Butterflies (502) Have you ever purchased something in a Facebook game? Yes 41% 63% No 59% 37% How likely are you to purchase virtual items with real-world money in the future? Extremely likely 25% 30% Very likely 22% 22% Moderately likely 26% 27% Slightly likely 19% 15% Not at all likely 9% 6% Influences to spend real-world money on a Facebook game: (Select all that apply) Unlock story/narrative content 40% 40% Gain edge over competition 44% 45% Game too difficult otherwise 24% 23% Ability to decorate and personalize 51% 56% Influence of friends 16% 18% Which of the following virtual items are you interested in purchasing? (Select all that apply) Score or performance boosters 30% 28% Energy or stamina 35% 34% Gifts 37% 37% Game currency 58% 60% Game expansions or game content 36% 38% Limited time or special offers 35% 40% Holiday items or decorations 30% 35% Upgrades 46% 51% Complete quests or levels 31% 29% None of the above 4% 3%6/19/2012 13
  14. 14. Social Butterflies Overall (1,570) Social Butterflies (502) Type of Facebook games most likely to spend real-world money: (Select all that apply) Simulation or Building (Cityville, The Sims Social, etc.) 69% 74% Strategy (Empires & Allies) 23% 25% Role Playing (Dungeon Rampage, Monster Galaxy) 21% 21% Arcade or Action (Bejeweled Blitz, Mahjongg Dimensions) 22% 21% Casino and Card games (Texas HoldEm Poker) 27% 22% Trivia (Family Feud) 14% 15% Sports 10% 9% Other (please specify) 6% 6% How much real-world money do you typically spend per month on Facebook games? Less than $10 46% 39% $10-$19 26% 26% $20-$49 18% 21% $50-$99 7% 9% $100-$499 2% 3% $500 or more 2% 3% How much real-world money do you typically spend on one purchase in a Facebook game? Less than $1 15% 8% $1-5 37% 32% $6-10 26% 32% $11-20 13% 16% More than $20 8% 13%6/19/2012 14
  15. 15. Social Butterflies Overall (1,570) Social Butterflies (502) What is the most real-world money you have spent on one purchase in a Facebook game? Less than $1 10% 5% $1-5 24% 17% $6-10 23% 26% $11-20 20% 19% More than $20 24% 33% What is your typical budget for real-world money you spend on Facebook games in 1 month? N/A 15% 14% Less than $1 8% 4% $1-5 18% 15% $6-10 20% 19% $11-20 24% 26% More than $20 15% 22% How many Facebook games do you spend real-world money on every month? 1 39% 42% 2 28% 25% 3 11% 12% 4 2% 2% 5+ 6% 7% How long do you typically continue to spend real-world money on a single Facebook game? Only once per game 37% 30% Several days 19% 18% Several weeks 17% 19% Several months 19% 23% Several years 8% 10%6/19/2012 15
  16. 16. Social Butterflies Overall (1,570) Social Butterflies (502) How many are you still playing? All of them 49% 56% Most of them 26% 24% Few of them 17% 14% None of them 8% 6% How long did you play before you purchased something? More than 1 week 67% 70% Less than 1 week 17% 15% Less than 1 day 7% 7% Less than 1 hour 4% 5% N/A 5% 3% What makes you stop spending real-world money on Facebook game? (Select all that apply) Endgame reached/Run out of content 25% 22% Game becomes boring 47% 47% New game has captured your interest 37% 32% Financial reasons 47% 51% Other (please specify) 6% 9%6/19/2012 16
  17. 17. Online Shoppers Overall (1,570) Online Shoppers (518) Have you ever purchased something in a Facebook game? Yes 41% 49% No 59% 51% How likely are you to purchase virtual items with real-world money in the future? Extremely likely 25% 34% Very likely 22% 24% Moderately likely 26% 27% Slightly likely 19% 12% Not at all likely 9% 4% What influences you to spend real-world money on a Facebook game? (Select all that apply) Unlock story/narrative content 40% 46% Gain edge over competition 44% 52% Game too difficult otherwise 24% 29% Ability to decorate and personalize 51% 56% Influence of friends 16% 21% Which of the following virtual items are you interested in purchasing? (Select all that apply) Score or performance boosters 30% 37% Energy or stamina 35% 45% Gifts 37% 48% Game currency 58% 60% Game expansions or game content 36% 45% Limited time or special offers 35% 40% Holiday items or decorations 30% 35% Upgrades 46% 53% Complete quests or levels 31% 36% None of the above 4% 1%6/19/2012 17
  18. 18. Online Shoppers Overall (1,570) Online Shoppers (518) Type of Facebook games most likely to spend real-world money: (Select all that apply) Simulation or Building (Cityville, The Sims Social, etc.) 69% 69% Strategy (Empires & Allies) 23% 31% Role Playing (Dungeon Rampage, Monster Galaxy) 21% 30% Arcade or Action (Bejeweled Blitz, Mahjongg Dimensions) 22% 33% Casino and Card games (Texas HoldEm Poker) 27% 33% Trivia (Family Feud) 14% 23% Sports 10% 13% Other (please specify) 6% 4% How much real-world money do you typically spend per month on Facebook games? Less than $10 46% 28% $10-$19 26% 31% $20-$49 18% 21% $50-$99 7% 13% $100-$499 2% 3% $500 or more 2% 4% How much real-world money do you typically spend on one purchase in a Facebook game? Less than $1 15% 7% $1-5 37% 34% $6-10 26% 32% $11-20 13% 16% More than $20 8% 11%6/19/2012 18
  19. 19. Online Shoppers Overall (1,570) Online Shoppers (518) Most real-world money you have spent on one purchase in a Facebook game: Less than $1 10% 4% $1-5 24% 19% $6-10 23% 25% $11-20 20% 23% More than $20 24% 29% Typical budget for real-world money you spend on Facebook games in 1 month: N/A 15% 7% Less than $1 8% 5% $1-5 18% 14% $6-10 20% 23% $11-20 24% 29% More than $20 15% 23% How many Facebook games do you spend real-world money on every month? 1 39% 34% 2 28% 33% 3 11% 17% 4 2% 3% 5+ 6% 10% How long do you typically continue to spend real-world money on a single Facebook game? Only once per game 37% 22% Several days 19% 25% Several weeks 17% 25% Several months 19% 20% Several years 8% 8%6/19/2012 19
  20. 20. Online Shoppers Overall (1,570) Online Shoppers (518) How many are you still playing? All of them 49% 45% Most of them 26% 33% Few of them 17% 16% None of them 8% 5% How long did you play before you purchased something? More than 1 week 67% 59% Less than 1 week 17% 21% Less than 1 day 7% 11% Less than 1 hour 4% 7% N/A 5% 2% What makes you stop spending real-world money on a Facebook game? (Select all that apply) Endgame reached/Run out of content 25% 33% Game becomes boring 47% 55% New game has captured your interest 37% 45% Financial reasons 47% 39% Other (please specify) 6% 5%6/19/2012 20
  21. 21. Game Type Overall (1,570) Sim Strategy RPG (252) Arcade (661) Casino (534) Trivia (457) Sports (177) Have you ever purchased something in a Facebook game? Yes 41% 48% 62% 61% 43% 46% 46% 49% No 59% 52% 38% 39% 57% 54% 54% 51% How likely are you to purchase virtual items with real-world money in the future? Extremely likely 25% 27% 33% 32% 32% 33% 33% 46% Very likely 22% 21% 23% 28% 22% 24% 25% 26% Moderately likely 26% 26% 23% 25% 26% 25% 22% 13% Slightly likely 19% 18% 17% 10% 15% 13% 13% 13% Not at all likely 9% 7% 4% 5% 5% 5% 7% 2% What influences you to spend real-world money on a Facebook game? (Select all that apply) Unlock story/narrative content 40% 46% 53% 55% 47% 46% 49% 54% Gain edge over competition 44% 44% 59% 60% 51% 52% 58% 71% Game too difficult otherwise 24% 25% 31% 37% 31% 31% 35% 43% Ability to decorate and personalize 51% 57% 54% 58% 61% 58% 56% 60% Influence of friends 16% 19% 27% 29% 24% 24% 24% 30% Which of the following virtual items are you interested in purchasing? (Select all that apply) Score or performance boosters 30% 31% 44% 45% 40% 41% 42% 51% Energy or stamina 35% 36% 48% 47% 44% 43% 44% 52% Gifts 37% 40% 47% 51% 42% 47% 50% 63% Game currency 58% 60% 63% 65% 63% 67% 61% 62% Game expansions or game content 36% 40% 49% 53% 45% 46% 47% 53% Limited time or special offers 35% 38% 48% 54% 46% 42% 46% 54% Holiday items or decorations 30% 34% 36% 44% 36% 35% 36% 48% Upgrades 46% 49% 61% 59% 57% 53% 53% 63% Complete quests or levels 31% 34% 44% 45% 42% 43% 45% 54% None of the above 4% 3% 3% 3% 3% 3% 3% 5%6/19/2012 21
  22. 22. Game Type Overall (1,570) Sim Strategy RPG (252) Arcade (661) Casino (534) Trivia (457) Sports (177) Type of Facebook games most likely to spend real-world money: (Select all that apply) Simulation or Building 69% 85% 66% 72% 72% 67% 71% 67% Strategy 23% 23% 59% 45% 30% 29% 32% 49% Role Playing 21% 22% 38% 69% 27% 29% 33% 45% Arcade or Action 22% 23% 36% 42% 44% 38% 38% 51% Casino and Card games 27% 25% 36% 42% 38% 61% 43% 55% Trivia 14% 15% 25% 30% 21% 25% 38% 40% Sports 10% 9% 18% 20% 15% 17% 20% 59% Other (please specify) 6% 4% 5% 4% 5% 7% 5% 2% How much real-world money do you typically spend per month on Facebook games? Less than $10 46% 43% 39% 32% 41% 37% 37% 34% $10-$19 26% 27% 28% 26% 24% 27% 26% 21% $20-$49 18% 18% 17% 22% 21% 22% 23% 21% $50-$99 7% 9% 10% 14% 9% 9% 10% 17% $100-$499 2% 2% 3% 2% 2% 1% 1% 2% $500 or more 2% 2% 2% 4% 3% 4% 3% 5% How much real-world money do you typically spend on one purchase in a Facebook game? Less than $1 15% 15% 10% 10% 11% 11% 13% 9% $1-5 37% 36% 34% 32% 35% 33% 36% 29% $6-10 26% 28% 30% 28% 32% 32% 31% 32% $11-20 13% 14% 17% 18% 14% 16% 14% 17% More than $20 8% 8% 9% 12% 8% 9% 6% 13%6/19/2012 22
  23. 23. Game Type Overall (1,570) Sim Strategy RPG (252) Arcade (661) Casino (534) Trivia (457) Sports (177) Most real-world money you have spent on one purchase in a Facebook game: Less than $1 10% 9% 8% 8% 9% 9% 11% 6% $1-5 24% 23% 20% 21% 20% 18% 21% 17% $6-10 23% 23% 25% 23% 24% 23% 25% 21% $11-20 20% 22% 25% 25% 22% 24% 25% 29% More than $20 24% 23% 22% 23% 25% 26% 18% 28% Typical budget for real-world money you spend on Facebook games in 1 month: N/A 15% 13% 10% 10% 12% 13% 11% 9% Less than $1 8% 7% 6% 3% 7% 6% 7% 5% $1-5 18% 18% 17% 18% 18% 16% 18% 18% $6-10 20% 20% 23% 21% 20% 19% 24% 21% $11-20 24% 26% 25% 22% 25% 26% 23% 21% More than $20 15% 16% 18% 26% 19% 21% 17% 26% How many Facebook games do you spend real-world money on every month? 1 39% 37% 31% 21% 30% 26% 28% 24% 2 28% 28% 31% 39% 34% 34% 32% 29% 3 11% 11% 15% 16% 13% 17% 15% 16% 4 2% 2% 3% 3% 1% 2% 2% 2% 5+ 6% 7% 9% 13% 10% 11% 11% 20% How long do you typically continue to spend real-world money on a single Facebook game? Only once per game 37% 34% 31% 22% 29% 31% 32% 26% Several days 19% 19% 19% 28% 20% 20% 16% 21% Several weeks 17% 19% 23% 21% 22% 21% 27% 20% Several months 19% 20% 20% 18% 20% 17% 17% 23% Several years 8% 7% 8% 11% 9% 10% 8% 10%6/19/2012 23
  24. 24. Game Type Overall (1,570) Sim Strategy RPG (252) Arcade (661) Casino (534) Trivia (457) Sports (177) How many are you still playing? All of them 49% 49% 48% 44% 50% 48% 45% 49% Most of them 26% 28% 28% 38% 30% 30% 33% 32% Few of them 17% 17% 18% 14% 14% 16% 16% 13% None of them 8% 7% 6% 5% 7% 5% 6% 6% How long did you play before you purchased something? More than 1 week 67% 66% 66% 60% 65% 65% 60% 60% Less than 1 week 17% 17% 17% 21% 19% 19% 19% 21% Less than 1 day 7% 7% 8% 8% 7% 9% 10% 7% Less than 1 hour 4% 5% 5% 6% 5% 5% 7% 8% N/A 5% 5% 4% 4% 4% 2% 4% 5% What makes you stop spending real-world money on a Facebook game? (Select all that apply) Endgame reached/Run out of content 25% 27% 36% 39% 32% 31% 35% 46% Game becomes boring 47% 48% 53% 55% 54% 49% 55% 57% New game has captured your interest 37% 38% 49% 54% 47% 46% 48% 63% Financial reasons 47% 47% 44% 41% 48% 47% 48% 41% Other (please specify) 6% 6% 6% 3% 4% 5% 4% 1%6/19/2012 24

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