Playdom 迪士尼旗下的網路遊戲王國 現況分析
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Playdom 迪士尼旗下的網路遊戲王國 現況分析
- 2. 大綱 1 • 全球社群遊戲市場概況 2 • Disney Interactive 簡介 3 • Playdom 簡介 4 • 結論及未來展望
- 3. 全球社群遊戲市場 Advertisements 廣告 Lead generation offers 虛擬貨幣 Virtual goods 虛擬商品 By revenue generation由營收來源區分 Zynga, 38.10% EA 6.50% Playdom 5.50% others, 49.90% 2010三大社群遊戲公司 市佔率 Zynga Electronic Arts Playdom others
- 4. 全球社群遊戲市場 544 90 77 689 0 200 400 600 800 1000 1200 1400 1600 2010營收(百萬美元) Zynga Electronic Arts Playdom others 2009至2010兩年間， 市場總營收成長116.4%， 達到14億美元 年均成長率(08-13年): 183.1% 平均每年營收以6億美金 成長
- 5. 全球社群遊戲市場 • 市場成長原因分析: 1. 新興國家玩家增加擁有智慧型手機人數 變多、收入變高 2. 40歲以上女性玩家人數遽增，為成長數目 最多之族群 (根據IBISWorld資料)
- 6. Playdom vs Disney 母子公司關係圖 The Walt Disney Company (上市公司) (於紐約證交所上市) Media Networks Parks and Resorts Studio Entertainment Consumer Products Disney Interactive (1999) Playdom (2008創立， 2010年被收購) 迪士尼5大業務部門
- 7. Disney Interactive 簡介 定位 藉由互動媒體平台創造和傳遞品牌娛樂概念 產品 互動性遊戲，媒介包括電視、網路、或手機 部門 美國加州，紐約，英國，歐洲其他地區(奧地利)及亞 洲、拉丁美洲等
- 8. 迪士尼的 前瞻性思 維 看好遊戲 市場商機 Disney Interactive 併購 Playdom 年分 事件 1999 Disney Interactive創立 2010 策略考量，併購Playdom 2013 成為市場領導手機遊戲商，有7款遊戲在Apple Store 上銷售第一 2013 和動畫部門的合作，將迪士尼90年來的經典動畫發展 成遊戲App，推出Disney Animated 獲選為Apple2013年度Ipad App(“iPad App of the Year”)，打敗其餘100,000多種App Disney Interactive大事件
- 14. Playdom 簡介 總部 Palo Alto, California, U.S. 員工人數 約470人 使命 Playdom wants to entertain everyone, everywhere, through the world‘s best social games. 透過世界 上最棒的社群遊戲來各種地方娛樂大眾 願景 和迪士尼結盟後，期望將迪士尼代表的傳統娛樂，推 向社群遊戲開發這塊廣大市場 公司類型 公開發行公司 玩家人數 超過2,700萬名 ( 2011年7月) Myspace上最大的社群遊戲開發商 Facebook上每月活躍人數排行第15名
- 15. Playdom 大事件 年分 事件 2008 Playdom 創立 2009 線上社群遊戲市場市值達$300百萬美金，以賣虛擬貨物為主 May 2010 被選為”2010 Hottest Silicon Valley Companies” 矽谷最 熱門公司 July 2010 被迪士尼以$763百萬美金收購，當時Playdom為市面第三大 社群遊戲公司，擁有約4,200萬名玩家 May 2011 因未經家長同意洩漏兒童資訊被罰款300萬美金
- 16. Playdom 遊戲產品 以迪士尼動畫系列為主 和Studio Entertainment (娛樂工作室)部門間互相投資 愛麗絲夢遊世界 神鬼奇航 復仇者聯盟
- 17. 玩家數量減少 • 2012年7月 Avengers(復仇者聯盟 ) 在Facebook名列19，擁有800萬名玩家 • 2013年1月Avengers(復仇者聯盟) 在Facebook名列19，擁有100多萬名玩家
- 19. 結論及未來展望 • 社群遊戲產業仍然成長中，尚非成熟市場 • Playdom玩家人數雖然減少，但年營收近 年仍不斷成長，表示整體社群遊戲市場不 斷擴大 • Playdom應抓住本身和Disney Interactive 合作之機會，利用迪士尼動畫資源，推出 不同於市場上遊戲之產品，以獲取更多市 場
Editor's Notes
- Interactive業務部門詳述 The Company creates and delivers branded entertainment and lifestyle content across interactive media platforms. The primary operating businesses are Interactive Games, which produces and distributes console, online and mobile games, and Interactive Media, which develops branded online services and provides website maintenance and design for other Company businesses. Certain properties are also licensed to third-party game publishers. Interactive also manages the Disney-branded mobile phone business in Japan, which provides mobile phones and content to consumers.
- Disney Interactive has also become a leading publisher of mobile games, delivering seven number-one titles on Apple’s app store in fiscal 2013. And in a unique partnership with Walt Disney Animation, the Interactive team launched Disney Animated, a premium interactive iPad app giving users unprecedented access to 90 years of spectacular animation in a phenomenal experience that could only come from Disney. Disney Animated has already exceeded our expectations and recently earned some coveted kudos, including beating out more than 100,000 other new apps to earn Apple’s “iPad App of the Year” honor for 2013.
- Our new video game platform, Disney Infinity, gives millions of players around the world the power to mix and match characters, stories and settings from Disney and Pixar’s most popular franchises to create a personal gaming experience unique to each of them. The approach is a groundbreaking move for the company, unthinkable just a few years ago, and it is by far the most ambitious digital project Disney Interactive has ever attempted. With so much at stake, we’ve been understandably elated as Disney Infinity debuted to incredible reviews and strong sales.
- 2012-13財務結果 The improvement at Interactive was driven by the release of Disney Infinity. 2011-12財務結果 The increase at Interactive was driven by improved social game performance due to lower acquisition accounting impacts and improved results at our console game business. 2012-13經營結果 Our Interactive segment generates revenue from the development and sale of multi-platform console games, subscriptions to and micro transactions for online and mobile games, content and handset revenue from our Disney-branded mobile phone business in Japan, and online advertising and sponsorships. Certain properties are also licensed to third-party game publishers. Significant operating expenses include cost of goods sold and distribution expense and product development.
- Mission Company Overview Playdom wants to entertain everyone, everywhere, through the world's best social games. With more than 15 games available for free, we've got something for everyone - and even more coming soon. From the cute, fluffy carnage of Wild Ones to the hidden objects in Gardens of Time, Playdom produces a diverse portfolio of casual games. As part of the Walt Disney Company, Playdom is bringing the tradition of high-quality entertainment, to the rapidly growing world of social games.