Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The View from Below - SuperData Kids Mobile Presentation at Casual Connect USA 2015

5,307 views

Published on

View presentation video here: http://bit.ly/1O9XUZu

Children are generally the first to adopt new technologies. Mobile gaming, with $21 billion in worldwide sales in 2014, presents a new nexus where brand holders, game developers and toy companies are seeking to connect with this avid, tech savvy demographic. Already we’ve seen some exciting successes, as both smartphones and tablets continue to become more pervasive. Because of its popularity, mobile gaming also offers important clues with regards to the future of interactive entertainment for younger audiences. In this presentation, we will review the current landscape for mobile games for kids, identify the most important drivers of change in this market and, finally, decipher the early signs of what’s to come.

Published in: Mobile

The View from Below - SuperData Kids Mobile Presentation at Casual Connect USA 2015

  1. 1. THE VIEW FROM BELOW CASUAL CONNECT USA 2015 MOBILE GAMES FOR THE NEXT GENERATION STEPHANIE LLAMAS, DIRECTOR OF RESEARCH @STEPHINANERS @_SUPERDATA #CASUALCONNECTUSA
  2. 2. 2THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com | Playable media & games market research Stephanie Llamas Director, Research & Consumer Insights SuperData Research
  3. 3. Relevant market data and insight on digital games and playable media | Playable media & games market research 3THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com
  4. 4. Relevant market data and insight on digital games and playable media Monthly analyses and industry reports using digital point-of-sale data | Playable media & games market research 4THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com
  5. 5. Relevant market data and insight on digital games and playable media Monthly analyses and industry reports using digital point-of-sale data Understand what people play, connect to and spend on | Playable media & games market research 5THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com
  6. 6. Relevant market data and insight on digital games and playable media Monthly analyses and industry reports using digital point-of-sale data Understand what people play, connect to and spend on A next gen approach for next gen entertainment | Playable media & games market research 6THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com
  7. 7. | Playable media & games market research 7THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com
  8. 8. 8 | Playable media & games market research LANDSCAPE THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com
  9. 9. Worldwide mobile games revenue, 2015E $24.1B Total worldwide market for mobile games, 2015E North America shows signs of stagnation but the U.S. still goes strong with almost a fifth of the global games market and $4.7B in revenue. 9 | Playable media & games market research North America $4.7billion Latin America $1.8 billion Asia $13.2billion Europe $3.7billion Rest of world $0.7 billion THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com
  10. 10. 10 | Playable media & games market research THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com Kids mobile game market share of WW mobile game market, 2015E 7.8% 2015E $1.9BWW kids mobile game revenue
  11. 11. 11 | Playable media & games market research THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com 7.8% 9.3% Kids mobile game market share of WW mobile game market, 2015E Kids mobile game market share of US mobile game market, 2015E 2015E $417MUS kids mobile game revenue 2015E $1.9BWW kids mobile game revenue
  12. 12. 12 | Playable media & games market research THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com 75 100 125 150 175 J F M A M J J A S O N D J F M A M J Mobile cost per install and average revenue per user, indexed *Index compares a metric to a particular base month, specifically January 2013, represented by the value 100. 2014 2015
  13. 13. 13 | Playable media & games market research THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com 0-5 6-9 10-13 PARENTS’ CHOICE PARENT/CHILD CONSENSUS WHATEVER IS COOL
  14. 14. 14 | Playable media & games market research THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com Outlets for creativity Simple gameplay Complex gameplay Social aspects Appealing graphics Iconic characters/ mascots Cartoonish features Branding Educational gameplay Game quality preference Simulation Action Arcade Strategy Puzzle Sports Racing Other Word Adventure Board Mobile gaming preferences of US kids 8-11 years old
  15. 15. 15 | Playable media & games market research US TRENDS THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com
  16. 16. 16 | Playable media & games market research THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com PREMIUM Monetization types for mobile games • Upfront game purchase • Premium+IAP
  17. 17. 17 | Playable media & games market research THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com PREMIUM FREE-TO-PLAY Monetization types for mobile games • In-app purchases • Subscriptions • Advertising • Upfront game purchase • Premium+IAP
  18. 18. 18 | Playable media & games market research THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com 0 40 80 120 160 2014 2015E 2016E 2017E $46M$49M $44M $42M $107M$104M$100M$96M 42% 27% 31% 55% 30% 14% US premium upfront and IAP revenue share by age, 2015E US premium mobile games revenue from kids 0-5 6-9 10-13 Upfront vs In-app purchases
  19. 19. 19 | Playable media & games market research THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com CONS • Limited revenue stream • Short lifespan (unless you’re Minecraft) • Doesn’t fun ongoing development and support PROS • Largely COPPA-friendly • Transparent • Popular with parents Premium kids mobile games
  20. 20. 20 | Playable media & games market research THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com 0 100 200 300 400 2014 2015E 2016E 2017E $344M $317M $273M $245M 75% 19% 6% US free-to-play revenue share by age, 2015E US free-to-play mobile games revenue from kids 0-5 6-910-13
  21. 21. 21 | Playable media & games market research THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com CONTENT • Easier to follow regulations • Transparent • Hard to make money • Needs constant content updates CONSUMABLE • Highest potential for spending • Ethical gray area • Highly regulated • Competing with big studio games Free-to-play kids mobile games CONSUMABLE vs. CONTENT IAP
  22. 22. 75% 19% 6% 22 | Playable media & games market research THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com 22% 39% 39%US free-to-play IAP and subscription revenue share by age, 2015E US free-to-play mobile games revenue from kids 0-5 6-910-13 0 100 200 300 400 2014 2015E 2016E 2017E $44M $37M $31M $22M $300M $280M $242M $223M free-to-play vs subscription purchases 0-5 6-9 10-13
  23. 23. 23 | Playable media & games market research THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com Top 10 growing kids mobile games in the iOS app store* *Retrieved 9/11/2015
  24. 24. 24 | Playable media & games market research THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com Top 10 growing kids mobile games in the iOS app store* *Retrieved 9/11/2015 free-to-play IAP
  25. 25. 25 | Playable media & games market research THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com Top 10 growing kids mobile games in the iOS app store* *Retrieved 9/11/2015 free-to-play IAP vs premium (no IAP)
  26. 26. 26 | Playable media & games market research THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com Top 10 growing kids mobile games in the iOS app store* *Retrieved 9/11/2015 free-to-play IAP vs premium (no IAP) vs subscription
  27. 27. 27 | Playable media & games market research THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com Free-to-play kids mobile games SUBSCRIPTIONS CONS • Hard to find on Google Play • Less pricing flexibility • Technical limitations PROS • Growing in popularity • Transparent • Predictable and recurring revenue Confirm Your In-App Purchase Do you want to subscribe to this super awesome kids game for $2.99 a month? Cancel Buy
  28. 28. | Playable media & games market research 28 OUTLOOK THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com
  29. 29. 5% 10% 15% 20% 1 1.55 2.1 2.65 3.2 2015E 2016E 2017E $2.2B $2.1B $1.9B 1000000000 1550000000 2100000000 2650000000 3200000000 2015E 2016E 2017E $505M $478M $417M 29 | Playable media & games market research THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com forecastannualgrowthrate Worldwide vs. U.S. Kids mobile game revenue
  30. 30. 0 75 150 225 300 2015E 2016E 2017E $46M$49M$44M $107M$104M$100M $44M$37M$31M $37M$35M$31M $263M $244M $211M 30 | Playable media & games market research THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com General F2P IAP vs. Kids F2P IAP vs. Subscriptions vs. Premium upfront vs. Premium IAP US mobile game revenue from kids
  31. 31. 31 | Playable media & games market research THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com US mobile game revenue from kids — growth rate 2015E 2016E 2017E 0% 10% 20% 30% 40% General F2P IAP vs. Kids F2P IAP vs. Subscriptions vs. Premium upfront vs. Premium IAP
  32. 32. 32 | Playable media & games market research THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com Young audiences are cultivated for agency Entertainment is transitioning from passive to active
  33. 33. 33 | Playable media & games market research THE VIEW FROM BELOW | © 2015 SuperData Research | www.superdataresearch.com THANK YOU! Director, Research & Consumer Insights Stephanie Llamas stephanie@superdataresearch.com www.superdataresearch.com @_SuperData @Stephinaners #CasualConnectUSA

×