Mock Report Insights Into The Freemium Games Market

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Mock Report Insights Into The Freemium Games Market

  1. 1. MOCK REPORT FICTIONAL DATA SHOWN AUTOMOTIVE BEAUTY Insights into the COMMERCIAL TECHNOLOGY Freemium Games Market CONSUMER TECHNOLOGY ENTERTAINMENT April 2012 FASHION FOOD & BEVERAGE FOODSERVICE HOME OFFICE SUPPLIES SOFTWARE SPORTS TOYS WIRELESS Copyright 2012. The NPD Group, Inc. All Rights Reserved. This presentation is Proprietary and Confidential and may not be disclosed in any manner, in whole or in part, to any third party without the express written consent of NPD.Insights into the Freemium Games Market Proprietary and Confidential
  2. 2. MOCK REPORT Table of ContentsFICTIONAL DATA SHOWN Introduction Pg. 3 – 5 Key Findings Pg. 6 – 13 Freemium Definitions Pg. 14 – 15 Industry Insights by Anita Frazier Incidence of Free Gaming Awareness & Usage Pg. 16 – 30 Paying for Freemium Pg. 31 – 40 Freemium – Impact on Spending Pg. 41 – 44 Appendix Pg. 45 – 54 2Insights into the Freemium Games Market Proprietary and Confidential
  3. 3. MOCK REPORT FICTIONAL DATA SHOWN AUTOMOTIVE BEAUTY COMMERCIAL TECHNOLOGY CONSUMER TECHNOLOGY ENTERTAINMENT FASHION FOOD & BEVERAGE FOODSERVICE HOME Introduction OFFICE SUPPLIES SOFTWARE SPORTS TOYS WIRELESSInsights into the Freemium Games Market Proprietary and Confidential
  4. 4. MOCK REPORTFICTIONAL DATA SHOWN Background & Methodology Study Objective The options available to consumers who engage in gaming are exploding in terms of how they obtain games and how and on which devices they can play, including the growing impact of Freemium digital games. This study will focus on Freemium games, defined as digital games that are free of charge to play, though some may offer advanced functionality or new content that the player has to pay for to extend or enhance their gaming experience. Players can pay for these advanced features, functionality or new content with real money or with “virtual money” or “credits” which some games require the player to purchase. This study is designed to provide insight, from a consumer’s perspective, on how influential Freemium games are to their gaming habits, and how they potentially impact their purchases of paid gaming products. Methodology Data was collected via an online survey from February 27 – March 7th, 2012. The survey was completed by n=6416 individuals age 2 to 99. Responses for 2 to 15 year olds were captured via surrogate reporting. In cases where surrogate reporting was used, mothers were asked to bring the child to the computer to answer survey questions. Those under 6 answered with parental assistance while older children were asked to complete the survey on their own behalf but may have been assisted by parents when necessary. In order to qualify as a gamer, respondents had to report that they currently, personally play video games on at least one of the systems/devices listed in the appendix. Final survey data was weighted to represent the U.S. population of individuals age 2 to 99. All findings are statistically tested at the 95% confidence level. Unless noted otherwise, the analysis is based on statistical differences in the data. Bases of n=100 or higher are considered by NPD to be the most reliable. Bases of n=51-100 are denoted with an asterisk (*) and should be interpreted with caution; Bases of n=30-50 are noted with a double-asterisk (**) and should be for directional use only. Other Notes Unless noted otherwise, all numbers in charts are percentages. 4Insights into the Freemium Games Market Proprietary and Confidential
  5. 5. MOCK REPORT An Industry PerspectiveFICTIONAL DATA SHOWN by Anita Frazier Insights Into The Freemium Games Market ADDITIONAL CONTENT HERE Anita Frazier Games Industry Analyst 5Insights into the Freemium Games Market Proprietary and Confidential
  6. 6. MOCK REPORT FICTIONAL DATA SHOWN AUTOMOTIVE BEAUTY COMMERCIAL TECHNOLOGY CONSUMER TECHNOLOGY ENTERTAINMENT FASHION FOOD & BEVERAGE FOODSERVICE HOME Key Findings OFFICE SUPPLIES SOFTWARE SPORTS TOYS WIRELESSInsights into the Freemium Games Market Proprietary and Confidential
  7. 7. MOCK REPORTFICTIONAL DATA SHOWN Key Findings Free Gaming: Incidence, Awareness & Usage ADDITIONAL CONTENT HERE 7Insights into Gaming 2011 Kids & the Freemium Games Market Proprietary and Confidential
  8. 8. MOCK REPORTFICTIONAL DATA SHOWN Key Findings Free Gaming: Incidence, Awareness & Usage (Continued) ADDITIONAL CONTENT HERE 8Insights into Gaming 2011 Kids & the Freemium Games Market Proprietary and Confidential
  9. 9. MOCK REPORTFICTIONAL DATA SHOWN Key Findings Free Gaming: Incidence, Awareness & Usage (Continued) ADDITIONAL CONTENT HERE 9Insights into Gaming 2011 Kids & the Freemium Games Market Proprietary and Confidential
  10. 10. MOCK REPORTFICTIONAL DATA SHOWN Key Findings Free Gaming: Incidence, Awareness & Usage (Continued) ADDITIONAL CONTENT HERE 10Insights into Gaming 2011 Kids & the Freemium Games Market Proprietary and Confidential
  11. 11. MOCK REPORTFICTIONAL DATA SHOWN Key Findings Paying for Freemium ADDITIONAL CONTENT HERE 11Insights into Gaming 2011 Kids & the Freemium Games Market Proprietary and Confidential
  12. 12. MOCK REPORTFICTIONAL DATA SHOWN Key Findings Paying for Freemium (Continued) ADDITIONAL CONTENT HERE 12Insights into Gaming 2011 Kids & the Freemium Games Market Proprietary and Confidential
  13. 13. MOCK REPORTFICTIONAL DATA SHOWN Key Findings Freemium Impact on Spending ADDITIONAL CONTENT HERE 13Insights into Gaming 2011 Kids & the Freemium Games Market Proprietary and Confidential
  14. 14. MOCK REPORT FICTIONAL DATA SHOWN AUTOMOTIVE BEAUTY COMMERCIAL TECHNOLOGY CONSUMER TECHNOLOGY ENTERTAINMENT FASHION FOOD & BEVERAGE FOODSERVICE HOME Freemium Definitions OFFICE SUPPLIES SOFTWARE SPORTS TOYS WIRELESSInsights into the Freemium Games Market Proprietary and Confidential
  15. 15. MOCK REPORTFICTIONAL DATA SHOWN Types of Freemium Free-to-play games are digital games that are free of charge to play, though some may offer advanced features, functionality or new content that you have to pay for to extend or enhance the game. You can pay for these advanced features, functionality or new content with real money, or virtual money, which some games require you to purchase.Insights into the Freemium Games Market Proprietary and Confidential
  16. 16. MOCK REPORT FICTIONAL DATA SHOWN AUTOMOTIVE BEAUTY COMMERCIAL TECHNOLOGY CONSUMER TECHNOLOGY ENTERTAINMENT FASHION FOOD & BEVERAGE FOODSERVICE HOME Incidence of Free Gaming OFFICE SUPPLIES SOFTWARE Awareness & Usage SPORTS TOYS WIRELESSInsights into the Freemium Games Market Proprietary and Confidential
  17. 17. MOCK REPORT Key FindingsFICTIONAL DATA SHOWN Additional Details Shown Here X% of the US population age 2+ currently plays Games X% of gamers are aware of Freemium X% of those aware have never played X% of those who have played no longer play • ADDITIONAL CONTENT HERE X% of gamers currently play a Freemium game X% of the U.S. population 2+ currently plays a Freemium game 17Insights into the Freemium Games Market Proprietary and Confidential
  18. 18. MOCK REPORT Key FindingsFICTIONAL DATA SHOWN Additional Details Shown Here ADDITIONAL CONTENT HERE Q6. Have you ever seen or heard of free-to-play games? (Select one); Q9. And which type of Freemium games do you currently play? (Select all that apply) ADDITIONAL CONTENT HERE. Awareness & Usage of Freemium Games by Age (All %’s Based to Current Gamers) 90 85 80 75 70 65 60 55 Awareness & Usage of Freemium 50 45 Games by Mobile Platform 40 35 (All %’s Based to Current Gamers) 30 25 20 Android 10 15 5 10 5 15 iPad 10 Total Male Female Under 6 6 to 12 13 to 17 18 to 34 35 to 54 55 or iPhone 20 15 older Other Tablet 25 Aware Currently Play 20 Aware Currently Play 18 Base: 4,404 Total; 2,099 Male; 2,305 Female; 283 Under 6; 586 Age 6-12; 401 Age 13-17; 1104 Age 18-34; 1184 Age 35-54, 846 Age 55+,Insights into the Freemium Games Market 672 iPhone, 784 Android, 361 iPad, 269 Other Tablet Proprietary and Confidential
  19. 19. MOCK REPORT Key FindingsFICTIONAL DATA SHOWN Additional Details Shown Here ADDITIONAL CONTENT HERE Q7. Which of the following types of free-to-play games have you ever seen or heard of? (Select all that apply) Awareness of Types of Freemium Games (Among those Aware n=2,859) No Ads X% Ads X% Upgrade Pay to Upgrade No No Upgrades Content / Upgrades Remove Content / X% Features Ads Features X% X% X% X% Base: 2,859 Seen or heard of Freemium games 19Insights into the Freemium Games Market Proprietary and Confidential
  20. 20. MOCK REPORT Key FindingsFICTIONAL DATA SHOWN Additional Details Shown Here Q7. Which of the following types of free-to-play games have you ever seen or heard of? (Select all that apply) Awareness of Types of Freemium Games - By Device Type Used Console Portable 25 25 No Ads - No Upgrades ADDITIONAL CONTENT HERE 20 20 No Ads - Has Upgrades 15 15 Ads - No Upgrades 10 10 Ads - Upgrade to Ad Free 5 5 Ads - Upgrade Features / Content Mobile 25 Computer 25 20 20 15 15 10 10 5 5 20Insights into the Freemium Games Market Base: 2,859 Total; 1,714 Console; 740 Portable, 1,801 Mobile; 2,269 Computer Proprietary and Confidential
  21. 21. MOCK REPORT Key FindingsFICTIONAL DATA SHOWN Additional Details Shown Here ADDITIONAL CONTENT HERE Q8. Which of these types of free-to-play games, if any, have you ever played? (Select all that apply) Ever Played Freemium Games (Among those Aware n=2,859) ADDITIONAL CONTENT HERE Ads – upgrade content/ features X% Mobile Devices: Overall No Ad/No Ads – Aware But Never Played: X% upgrade to upgrade no Ad X% Ever X% Android: X% Played X% iPad: X% No Ad – Ads – no iPhone: X% upgrade upgrade X% X% Other Tablet: X% = Statistically significant at 90% confidence level relative to counterpoint. 21Insights into the Freemium Games Market Base: 2,859 Seen or heard of Freemium games; 473 iPhone; 579 Android; 270 iPad; 213 Other Tablet Proprietary and Confidential
  22. 22. MOCK REPORT Key FindingsFICTIONAL DATA SHOWN Additional Details Shown Here ADDITIONAL CONTENT HERE Q9. And which type of Freemium games do you currently play? (Select all that apply) Current Usage of Types of Freemium Games (Among those Ever Played n=2,437) Ads – upgrade content/ features X% Ads – No Ad/No upgrade upgrade to no Ad X% Currently X% Play Lapsed X% Players No Ad – Ads – no X% upgrade upgrade X% X% 22Insights into the Freemium Games Market Base: 2,437 Seen or heard of Freemium games; 429 iPhone; 532 Android; 249 iPad; 182 Other Tablet Proprietary and Confidential
  23. 23. MOCK REPORT Key FindingsFICTIONAL DATA SHOWN Additional Details Shown Here ADDITIONAL CONTENT HERE Q9. And which type of Freemium games do you currently play? (Select all that apply) Current Usage of Types of Freemium Games - by Gender & Age (Among those who Have Ever Played) Total Males Females Under 6 6 to 12 13 to 17 18 to 34 35 to 44 55+ Currently Use Any X% X% X% X% X% X% X% X% X% No Ads - No Upgrades X% X% X% X% X% X% X% X% X% No Ads - Option to Upgrade X% X% X% X% X% X% X% X% X% Ads - No Upgrades X% X% X% X% X% X% X% X% X% Ads - Option to Upgrade to Ad-free X% X% X% X% X% X% X% X% X% Ads - Option to Upgrade Features/Content X% X% X% X% X% X% X% X% X% = Statistically significant at 95% CI relative to counterpoint. Where more than 2 comparisons, statistical differences only flagged when hire than 3 or more counterpoints 23Insights into the Freemium Games Market Base: 2,437 Total; 1,127 Male; 1,310 Female; 154 Under 6; 289 Age 6-12; 230 Age 13-17; 625 Age 18-34; 671 Age 35-54, 469 Age 55+ Proprietary and Confidential
  24. 24. MOCK REPORT Key FindingsFICTIONAL DATA SHOWN Additional Details Shown Here ADDITIONAL CONTENT HERE Q9. And which type of Freemium games do you currently play? (Select all that apply) Lapsed Players (% Among those who’ve Ever Played Freemium Games) 45 40 35 30 25 20 15 10 5 Total Male Female Under 6 6 to 12 13 to 17 18 to 34 35 to 54 55 or older = Statistically significant at 95% CI relative to counterpoint. Where more than 2 comparisons, statistical differences only flagged when hire than 3 or more counterpoints 24Insights into the Freemium Games Market Base: 2437 Total; 1127 Male; 1310 Female; 154 Under 6; 289 Age 6-12; 230 Age 13-17; 625 Age 18-34; 671 Age 35-54, 469 Age 55+ Proprietary and Confidential
  25. 25. MOCK REPORT Key FindingsFICTIONAL DATA SHOWN Additional Details Shown Here ADDITIONAL CONTENT HERE Q20. Which type of games are you playing for each type of free-to-play game? (Select all that apply) Top 5 Genres Played – by Freemium Genre Type (Among those who Currently Play Freemium Games) No Ads – No Upgrades No Ads – Option to Upgrade Ads – No Upgrades Genre #1 X% Genre #1 X% Genre #1 X% Genre #2 X% Genre #2 X% Genre #2 X% Genre #3 X% Genre #3 X% Genre #3 X% Genre #4 X% Genre #4 X% Genre #4 X% Genre #5 X% Genre #5 X% Genre #5 X% Ads – Option for Ad-free Ads – Option to Upgrade Genre #1 X% Genre #1 X% Genre #2 X% Genre #2 X% Genre #3 X% Genre #3 X% Genre #4 X% Genre #4 X% Genre #5 X% Genre #5 X% Base: 766 No Ads-No Upgrades; 564 No Ads – Option to Upgrade, 796 Ads – No Upgrades, 804 Ads – Option for Ad-free, 510 Ads – Option to Upgrade 25Insights into the Freemium Games Market Proprietary and Confidential
  26. 26. MOCK REPORT Key FindingsFICTIONAL DATA SHOWN Additional Details Shown Here ADDITIONAL CONTENT HERE Q16. How long has it been since the first time you played each type of free-to-play games? (Select one) Length of Use of Freemium Games (Among those who Currently Play [Game Type]) Avg. Years Since First Played. No Ads - No Upgrades 5 10 15 20 25 X No Ads - Option to 5 10 15 20 25 X Upgrade Ads - No Upgrades 5 10 15 20 25 X Ads - Option to Upgrade 5 10 15 20 25 X to Ad-free Ads - Options to Upgrade 5 10 15 20 25 X Features/Content Less than three months 3-6 months 7-11 months 1-2 years More than 2 years 26Insights into the Freemium Games Market Proprietary and Confidential
  27. 27. MOCK REPORT Key FindingsFICTIONAL DATA SHOWN Additional Details Shown Here ADDITIONAL CONTENT HERE Q18. How frequently do you play each type of free-to-play games? Q18b.How many hours … would you say you … play … before you stop playing … completely? Frequency of Play Hours Played Before Abandonment (Among those who Currently Play [Game Type]) (Among those who Currently Play [Game Type]) Avg. Days/Wk. Avg. Hrs./Use No Ads - No No Ads - No 27 38 17 18 X 5 10 15 20 25 30 X hrs Upgrades Upgrades No Ads - No Ads - Option to 24 36 19 21 X Option to 5 10 15 20 25 30 X hrs Upgrade Upgrade Ads - No Ads - No X hrs 30 38 17 16 X 5 10 15 20 25 30 Upgrades Upgrades Ads - Option Ads - Option to Upgrade to 28 37 15 20 X to Upgrade to 5 10 15 20 25 30 X hrs Ad-free Ad-free Ads - Options Ads - Options to Upgrade to Upgrade 24 41 15 20 X 5 10 15 20 25 30 X hrs Features/ Features/ Content Content Daily A few times/wk About 1x/wk Less often than 1x/wk <1 hr 1-2 hrs 3-5 hrs 6-10 hrs 11+ hrs Never stop Base: 766 No Ads-No Upgrades; 564 No Ads – Option to Upgrade, 796 Ads – No Upgrades, 804 Ads – Option for Ad-free, 510 Ads – Option to Upgrade 27Insights into the Freemium Games Market Proprietary and Confidential
  28. 28. MOCK REPORT Key FindingsFICTIONAL DATA SHOWN Additional Details Shown Here ADDITIONAL CONTENT HERE Q19. How much time do you spend playing free-to-play games in a typical week? (Select one) Time Spent Playing in Typical Week (Among those who Currently Play [Game Type]) AVG HOURS PER WK No Ads - No Upgrades 5 10 15 20 25 30 35 X hrs No Ads - Option to 5 10 15 20 25 30 35 X hrs Upgrade Ads - No Upgrades 5 10 15 20 25 30 35 X hrs Ads - Option to Upgrade 5 10 15 20 25 30 35 X hrs to Ad-free Ads - Options to Upgrade 5 10 15 20 25 30 35 X hrs Features/Content <1 hour 1-2 hours 3-4 hours 5-6 hours 7-8 hours 9-10 hours More than 10 Base: 766 No Ads-No Upgrades; 564 No Ads – Option to Upgrade, 796 Ads – No Upgrades, 804 Ads – Option for Ad-free, 510 Ads – Option to Upgrade 28Insights into the Freemium Games Market Proprietary and Confidential
  29. 29. MOCK REPORT Average Freemium Game Usage Metrics –FICTIONAL DATA SHOWN SUMMARY CHART Total Males Females Under 6 6 to 12 13 to 17 18 to 34 35 to 44 55+ Avg. Length of Use of Free to Play Games (# of years) No Ads - No Upgrades X X X X X X X X X No Ads - Option to Upgrade X X X X X X X X X Ads - No Upgrades X X X X X X X X X Ads - Option to Upgrade Ad-free X X X X X X X X X Ads - Option to Upgrade Features/Content X X X X X X X X X Avg. Frequency of Playing Free to Play Games (# of days/week) No Ads - No Upgrades X X X X X X X X X No Ads - Option to Upgrade X X X X X X X X X Ads - No Upgrades X X X X X X X X X Ads - Option to Upgrade Ad-free X X X X X X X X X Ads - Option to Upgrade Features/Content X X X X X X X X X Avg. Hours Played at a Time (# of hours/use) No Ads - No Upgrades X X X X X X X X X No Ads - Option to Upgrade X X X X X X X X X Ads - No Upgrades X X X X X X X X X Ads - Option to Upgrade Ad-free X X X X X X X X X Ads - Option to Upgrade Features/Content X X X X X X X X X Avg. Time Spent Playing in Typical Week (# of hours/week) No Ads - No Upgrades X X X X X X X X X No Ads - Option to Upgrade X X X X X X X X X Ads - No Upgrades X X X X X X X X X Ads - Option to Upgrade Ad-free X X X X X X X X X Ads - Option to Upgrade Features/Content X X X X X X X X XInsights into the Freemium Games Market * Indicates small base size (51-100), ** indicates very small base size (30-50) Proprietary and Confidential 29
  30. 30. MOCK REPORT Key FindingsFICTIONAL DATA SHOWN Additional Details Shown Here ADDITIONAL CONTENT HERE Q19B. How many new free-to-play games would you say you try out in an average month for Q20B. How satisfied with the overall gaming experience would you say you are with the games each type of Freemium game? you play for each type of free-to-play game? # of New Freemium Games in Avg. Month Overall Gaming Satisfaction (Among those who Currently Play [Game Type]) (Among those who Currently Play [Game Type]) AVG No Ads - No No Ads - No 5 10 15 20 25 X/mo. 5 10 15 20 25 Upgrades Upgrades No Ads - No Ads - Option to 5 10 15 20 25 X/mo. Option to 5 10 15 20 25 Upgrade Upgrade Ads - No Ads - No 5 10 15 20 25 X/mo. 5 10 15 20 25 Upgrades Upgrades Ads - Option Ads - Option to Upgrade to 5 10 15 20 25 X/mo. to Upgrade to 5 10 15 20 25 Ad-free Ad-free Ads - Options Ads - Options to Upgrade to Upgrade 5 10 15 20 25 X/mo. 5 10 15 20 25 Features/ Features/ Content Content 0 1 to 3 4 to 6 7 to 9 10 or more Completely satisfied Somewhat satisfied Neutral Somewhat dissatisfied Base: 766 No Ads-No Upgrades; 564 No Ads – Option to Upgrade, 796 Ads – No Upgrades, 804 Ads – Option for Ad-free, 510 Ads – Option to Upgrade 30Insights into the Freemium Games Market Proprietary and Confidential
  31. 31. MOCK REPORT FICTIONAL DATA SHOWN AUTOMOTIVE BEAUTY COMMERCIAL TECHNOLOGY CONSUMER TECHNOLOGY ENTERTAINMENT FASHION FOOD & BEVERAGE FOODSERVICE HOME Paying for Freemium OFFICE SUPPLIES SOFTWARE SPORTS TOYS WIRELESSInsights into the Freemium Games Market Proprietary and Confidential
  32. 32. MOCK REPORT Key FindingsFICTIONAL DATA SHOWN Additional Details Shown Here X% of the US Population age 2+ currently plays Games X% of gamers are aware of Freemium X% of those aware have never played X% of those who have played no longer play X% of gamers currently play a Freemium game X% of Freemium gamers have paid for an upgrade (~ X% of gamers) Approximately X% of the U.S. population has paid for an upgrade in a Freemium game 32Insights into the Freemium Games Market Proprietary and Confidential
  33. 33. MOCK REPORT Key FindingsFICTIONAL DATA SHOWN Additional Details Shown Here Q11. Have you ever paid money (either real money or virtual money/credits) to extend or enhance each of the following types of free-to-play games? (Select all that apply) ADDITIONAL CONTENT HERE Ever Paid for Upgrade (Among those who’ve Played [Game Type]) No ads - option to upgrade 50 50 50 50 50 50 50 50 50 50 50 Ads - option to upgrade to free 50 50 50 50 50 50 50 50 50 50 50 Ads - upgrade features/content 50 50 Total Male Female Under 6 6 to 12 13 to 18 to 35 to 55 or Yes No 17 34 54 older Paid = Green Never Paid = Blue Base: 564 No Ads – Option to Upgrade, 804 Ads – Option for Ad-free, 510 Ads – Option to Upgrade = Statistically significant relative to counterpoint. Where more than 2 comparisons, statistical differences only flagged when hire than 3 or more counterpoints 33Insights into the Freemium Games Market Proprietary and Confidential
  34. 34. MOCK REPORT Key FindingsFICTIONAL DATA SHOWN Additional Details Shown Here ADDITIONAL CONTENT HERE Q11. Have you ever paid money (either real money or virtual money/credits) to extend or enhance each of the following types of free-to-play games? (Select all that apply) Ever Paid for an Upgrade (Among those who Currently Play [Game Type]) Android 50 50 iPad 50 50 iPhone 50 50 Other Tablet 50 50 Yes No Base: 283 iPhone, 331 Android, 163 iPad, 105 Other tablets = Statistically significant at 90% confidence level relative to counterpoint. 34Insights into the Freemium Games Market Proprietary and Confidential
  35. 35. MOCK REPORT Key FindingsFICTIONAL DATA SHOWN Additional Details Shown Here ADDITIONAL CONTENT HERE Q17. Thinking about the last game you spent money on within each of the following game types, how long did you play the game before you paid money (either real money or virtual money/credits) to extend or enhance the free-to-play games? Duration of Use Prior to Paid Upgrade (Among those who’ve Paid to Upgrade) No ads - option to upgrade Ads - option to upgrade to free Ads - upgrade features/content Avg. Months Till First Paid. X 15 15 15 15 15 15 X 10 10 10 10 10 10 X 5 5 5 5 5 5 Almost immediately Within 1 week Within 1 month Within 3 months Within 1 year More than 1 year after after start start 35Insights into the Freemium Games Market Base: 252 No Ads – Option to Upgrade, 233 Ads – Option for Ad-free, 199 Ads – Option to Upgrade Proprietary and Confidential
  36. 36. MOCK REPORT Key FindingsFICTIONAL DATA SHOWN Additional Details Shown Here ADDITIONAL CONTENT HERE Q15B. Which of the following types of additional game content, if any, have you ever paid for in a free-to-play game? Additional Game Content Purchased (Among those who’ve Paid to Upgrade) Males Females Under 6 6 to 12 13 to 17 18 to 34 35 to 54 55+ Access to additional levels 55% X X X X X X X X Ad free version 50% X X X X X X X X Animals for pets or group/team 45% X X X X X X X X Characters for group/team 40% X X X X X X X X Clothing/Armor 35% X X X X X X X X In-game money/Currency/Gold 30% X X X X X X X X Music/Tracks 25% X X X X X X X X Themes/Icons/Wallpaper 20% X X X X X X X XTransport/Vehicles/Animals for transport 15% X X X X X X X X Weapons/Tools 10% X X X X X X X X None of the above 5% X X X X X X X X = Statistically significant relative to counterpoint. Where more than 2 comparisons, statistical differences only flagged when hire than 3 or more counterpoints Base: 516 Paid to extend or enhance free-to-play games; 257-Males, 259-Females, 27***-Under 6, 78-6 to 12, 64-13 to 17, 141-18 to 34, 135-35 to 54, 71*-55 or older 36Insights into the Freemium Games Market * Indicates small base size (51-100), *** indicates insufficient base size (<30) Proprietary and Confidential
  37. 37. MOCK REPORT Key FindingsFICTIONAL DATA SHOWN Additional Details Shown Here ADDITIONAL CONTENT HERE Q15. What are the main reasons you decided to pay for an upgrade or additional content from a free-to-play game? Reasons Decided to Pay for Freemium Games (Among those who’ve Paid to Upgrade) Males Females Under 6 6 to 12 13 to 17 18 to 34 35 to 54 55+ Dont like viewing advertisements 65% X X X X X X X X It unlocked additional levels/extra features 60% X X X X X X X X My kids/others were asking for it 55% X X X X X X X X Paid content doesnt have the bugs the free… 50% X X X X X X X XPaid content makes the game more fun/engaging 45% X X X X X X X X Prefer faster speed to download 40% X X X X X X X X Prefer more challenging play 35% X X X X X X X X Price was reasonable for all the extra content 30% X X X X X X X X The game had Social Networking features and… 25% X X X X X X X X To remain competitive with the people I play… 20% X X X X X X X X Want access to higher levels of the game 15% X X X X X X X X Wanted a specific in game item X X X X X X X X 10% X X X X X X X X Others 5% Base: 516 Paid to extend or enhance Freemium games; 257-Males, 259-Females, 27***-Under 6, 78*-6 to 12, 64-13 to 17, 141-18 to 34, 135-35 to 54, 71*-55 or older 37 = Statistically significant relative to counterpoint. Where more than 2 comparisons, statistical differences only flagged when hire than 3 or more counterpointsInsights into the Freemium Games Market * Indicates small base size (51-100), *** indicates insufficient base size (<30) Proprietary and Confidential
  38. 38. MOCK REPORT Key FindingsFICTIONAL DATA SHOWN Additional Details Shown Here ADDITIONAL CONTENT HERE Q12. How much have you paid in total over the past 3 months within these free-to-play games to enhance your experience or add features or content? Paid Past 3 Months for Freemium Upgrades (Among those who’ve Paid to Upgrade) $90 $80 $70 $60 $50 $40 $30 $20 $10 Total Male Female Under 6 6 to 12 13 to 17 18 to 34 35 to 54 55 or older = Statistically significant relative to counterpoint. Where more than 2 comparisons, statistical differences only flagged when hire than 3 or more counterpoints Base: 516 Paid to extend or enhance Freemium games; 257-Males, 259-Females, 27***-Under 6, 78*-6 to 12, 64-13 to 17, 141-18 to 34, 135-35 to 54, 71*-55 or older 38Insights into the Freemium Games Market * Indicates small base size (51-100), *** indicates insufficient base size (<30) Proprietary and Confidential
  39. 39. MOCK REPORT Key FindingsFICTIONAL DATA SHOWN Additional Details Shown Here ADDITIONAL CONTENT HERE Q13. How likely are you to consider paying for an upgrade or additional content in the next 3 months? Likelihood to Pay for Upgrade in Next 3 Months (Among those who’ve NOT Paid to Upgrade) Total 20 20 20 20 20 Male 20 20 20 20 20 Female 20 20 20 20 20 Under 6 20 20 20 20 20 6 to 12 20 20 20 20 20 13 to 17 20 20 20 20 20 18 to 34 20 20 20 20 20 35 to 54 20 20 20 20 20 55 or older 20 20 20 20 20 Definitely will Probably will Might or might not Probably will not Definitely will not = Statistically significant relative to counterpoint based on mean score. Where more than 2 comparisons, statistical differences only flagged when hire than 3 or more counterpoints Base: 777 Have NOT paid to extend or enhance Freemium games; 327-Males, 750-Females, 54*-Under 6, 88*-6 to 12, 70*-13 to 17, 216-18 to 34, 204-35 to 54, 145-55 or older 39Insights into the Freemium Games Market * Indicates small base size (51-100), *** indicates insufficient base size (<30) Proprietary and Confidential
  40. 40. MOCK REPORT Key FindingsFICTIONAL DATA SHOWN Additional Details Shown Here ADDITIONAL CONTENT HERE Q14. Why do you say you probably or definitely will not consider paying for an upgrade or additional content from a free-to-play game in the next 3 months? Reasons Won’t Consider Paying for Freemium Games (Among those will Probably/Definitely NOT Pay to Upgrade) Males Females Under 6 6 to 12 13 to 17 18 to 34 35 to 54 55+ Do not have a credit card 50% X X X X X X X XFull version/additional content not very different from 45% X X X X X X X X free version Havent found content worth paying for 40% X X X X X X X XI feel that spending money in a game to get further or 35% X X X X X X X X get new items would be cheating Only use infrequently/not worth the money 30% X X X X X X X X Only want to spend money on full, paid games 25% X X X X X X X X Security concerns 20% X X X X X X X X They rarely have a Social Networking features and 15% X X X X X X X X capabilities Why pay when there are so many other ways to 10% X X X X X X X X interact with my favorite characters Others 5% X X X X X X X X = Statistically significant relative to counterpoint. Where more than 2 comparisons, statistical differences only flagged when hire than 3 or more counterpoints Base: 604 Will NOT paid to extend or enhance Freemium games; 233-Males, 371-Females, 35**-Under 6, 62*-6 to 12, 60*-13 to 17, 163-18 to 34, 165-35 to 54, 119-55 or older 40Insights into the Freemium Games Market * Indicates small base size (51-100) Proprietary and Confidential
  41. 41. MOCK REPORT FICTIONAL DATA SHOWN AUTOMOTIVE BEAUTY COMMERCIAL TECHNOLOGY CONSUMER TECHNOLOGY ENTERTAINMENT FASHION FOOD & BEVERAGE FOODSERVICE HOME Freemium - OFFICE SUPPLIES SOFTWARE Impact on Spending SPORTS TOYS WIRELESSInsights into the Freemium Games Market Proprietary and Confidential
  42. 42. MOCK REPORT Key FindingsFICTIONAL DATA SHOWN Additional Details Shown Here ADDITIONAL CONTENT HERE Q21. How much money have you spent in the last 3 months on each of the following types of game purchases for yourself (excluding gifts purchased for others)? Estimated Past 3 Month Spending (Among those who Currently Play Freemium Games n=2046) Full digital AVG. games 10 10 10 10 10 10 10 30 $X downloaded online/website Physical games bought in 10 10 10 10 10 10 10 30 $X store/website Subscriptions to games played 10 10 10 10 10 10 10 30 $X online 0 $1-$3 $4-$6 $7-$10 $11-$13 $14-$16 $17-$20 $21+ 42Insights into the Freemium Games Market Proprietary and Confidential
  43. 43. MOCK REPORT Key FindingsFICTIONAL DATA SHOWN Additional Details Shown Here ADDITIONAL CONTENT HERE Q21. How much money have you spent in the last 3 months on each of the following types of game purchases for yourself (excluding gifts purchased for others)? Avg. Past 3 Month Spending – by Gender & Age % Among Current Freemium Game Players Total Males Females Under 6 6-12 13-17 18-34 35-54 55+ Full digital games downloaded online or $X $X $X $X $X $X $X $X $X from a website Physical games bought in store or $X $X $X $X $X $X $X $X $X website Subscriptions to games that you play $X $X $X $X $X $X $X $X $X online 43Insights into the Freemium Games Market Proprietary and Confidential
  44. 44. MOCK REPORT Key FindingsFICTIONAL DATA SHOWN Additional Details Shown Here Net Per Person Impact Calculation: ((Freq. n=more*avg. $ more) + (Freq. n=less*avg. $ less) + Q22-Q24. For each game type, would you say you’ve spent more/less/about the ADDITIONAL CONTENT (Freq. n=same *0)=$XXX same amount of money in the HERE past 3 months because of free gaming? How much more/less? $XXX/Total Freq. n=more/less/same Note: calculation above is for descriptive purposes only – Impact on Past 3 Month Spending actual calculations are performed at the respondent level and use the actual value rather than the average value. This (Among those who spent on [Game Type]) method is more accurate and results in slightly different figures than the average method described. Avg. Est. Est. Net Impact More Base Size Spending Impact % Avg. $ On Less n= P3M More/Less More/Less Spending About same 109 $X X% $X Net Impact: 25 +/-$X per person/ Physical Games 25 152 $X X% $X Past 3 Month 25 355 $X X% $X Spending 39** $X X% $X Net Impact: 50 +/-$X per person/ Full Digital Games 50 115 $X X% $X Past 3 Month 50 181 $X X% $X Spending 45** $X X% $X Net Impact: 25 +/-$X per person/ Subscription Games 25 73* $X X% $X Past 3 Month 25 179 $X X% $X Spending 1Please note: figure is an estimate only and could be higher or lower than this figure. Data is based on consumer recall and as such should be used for directional purposes only. 44Insights into the Freemium Games Market * Indicates small base size (51-100), ** indicates very small base size (30-50) Proprietary and Confidential
  45. 45. MOCK REPORT FICTIONAL DATA SHOWN AUTOMOTIVE BEAUTY COMMERCIAL TECHNOLOGY CONSUMER TECHNOLOGY ENTERTAINMENT FASHION FOOD & BEVERAGE FOODSERVICE HOME APPENDIX OFFICE SUPPLIES SOFTWARE SPORTS TOYS WIRELESSInsights into the Freemium Games Market Proprietary and Confidential

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