If Web 2.0 is the social web, then Games 2.0 is social gaming
The Internet is the fastest-growing marketplace in the history of the
world, but there is an online sector that is growing four times faster than
the Internet and that is “Online Games”
In online games, players can compete against other players across all
around the world and test their skill.
Currently online games market is worth $164 USD a second, and is
expected to grow to $412 USD a second – of every minute of every day,
Despite of slowdown $1.38bn invested in online games market in 2009
Games1.0 vs. Games 2.0
Games “1.0” Games “2.0”
Development Massive development In browser gaming
projections Flash and other rich
Fat clients media improving
Marketing Offline advertising CPC and CPA online
driving players to retail advertising driving
Distribution Controlled by retail Social network
and big game portals platforms
Content Teams of level Multi player is user
designers generated content for
Monetization Selling games in jewel Digital download
cases Free to play supported
by subscription and
Categories of online games
Single player games Massively Multiplayer
Need new levels to keep player
Online Games (MMOs)
Hundreds, thousands players
Artificial intelligence to
Players can interact with each
Shooting, word games, strategy
Gambling, real time strategy,
mission games, social games etc.
History & Evolution
Parallel to evolution of computers and networking.
1960s: Time-sharing creating computer terminals, users need not be in same room.
Modems: leased telephone lines to connect.
1970s: packet based computer networking technology, creation of both LAN based on
Ethernet, developed in 1973 - 1975 at Xerox PARC, and WAN, in particular the ARPANET,
starting deployment in 1969, which led to the creation of the Internet (Jan 1, 1983).
Network games: Game created and received network packets, systems located across
LANs or the Internet could run games with each other on a peer to peer or ad hoc client-
1980s - Maze Wars by Xerox, Fantasy games like Dungeons and dragons, board Games like
Chess and Scrabble.
1990s – Shooter games for head to head combats, using TCP/IP multiple strategy games
called RTS allowing people to interact.
Cross platform integration of traditional console games like Playstation, Gamecube &
Dreamcast – privates servers owned by users or open source community.
2000s – Virtual pet games like Neopets and Webkinz , use of Web technology called AJAX.
Like the online gaming industry, the business model too is evolving. Prime
business models adopted by gaming players are:
On-Demand, Subscription model – Players like Zapak/IndiaGames are
coming up with subscription model for casual gamers. Most importantly,
keep the prices so low that consumers don’t want to take the pains to
pirate the game.
Apparels/Merchandise: This is an unexplored segment and companies
like DanceMela are giving away the game for free and then they sell
merchandise thru’ their games. This model also entails partnerships with
entertainment sector (Bollywood) and creating specific games based on
Advertisement: Web 2.0 games attract online advertisements, due to
its attractiveness to mass online users.
Huge popularity of Online gaming.
Yahoo’s text twist and bookworm, puzzles like the Sudoku to Strategy games the likes
of Generals, Warcraft, Battle Realms to first person shooter like Counter strike.
MMORPG – Massive Multiplayer Online Role Playing Games.
o Most popular, give users a different experience.
o Ragnarok, KHAN, MU and Tantra.
o Choose a warrior, archer, sorcerer , upgrade character to next level .
o PVP mode.
o Unique story , good structuring.
o Get to meet and chat with other players
Advancing technology permits development of more complex and powerful games.
Social Networking games like Mafia Wars, Farmville using popular social sites like
Facebook, Orkut, MySpace, Friendster – users get to form an online community and
assume different roles.
Educational Games – Games not limited for fun but engage users to learn while play.
Current trends Contd.
In the US, the amount of online play is growing 10 times as fast as
the overall US Internet population, with nearly one of every two
users getting in the game.
In the UK games industry, there is a definite and rapid shift towards
moving more and more of the games industry online, distribution
In France, Online Gaming accounted for nearly 3% of total time
spent online by French Internet users.
Indian online games industry
Indian gaming industry size is estimated at $100 million in 2006-07.
Industry expected to reach $300 million by 2009, a growth of 78% year-on-year.
Mobile gaming contributes 58% of the total revenue.
85% of online video consumption in India happens from offices.
Zapak.- corporate gaming tournaments.
Work place continues to be the single largest place for accessing Internet – 78%
2.8 million gamers in the country
72% gamers are from higher strata (i.e. sec A and B cities); 80% of gamers are
from top 8 metros.
99% of gamers are from metros while small towns account for only 1%.
Blizzard Entertainment® is a premier developer
and publisher of entertainment software.
One of the most popular and well-respected
makers of computer games.
Blizzard Entertainment’s track record of back-to-
back #1-selling games spans more than a
decade, and with blockbuster hits such as World
of Warcraft®, Warcraft® III: Reign of Chaos®,
Diablo® II, and StarCraft®, the company has
earned several consecutive Game of the Year
India’s top most gaming portal.
Over 6.5 million registered users.
Over 120 million page views a month.
Zapak features among the top 10 for India’s Fast - Rising
Search Queries in 2007 according to Google Zeitgeist
Report 2007 along with players like Gmail, Orkut, etc
Zapak received the Brand Leadership Award for the
Internet Business at the Asia Brand Congress 2007 &
Awarded ‘Website of the Year 2008’ in Fun & Games
category by MetrixLab and Neilsen Online
Zapak has been rated as the ‘most stickiest site’ ahead of
yahoo and google – by Comscore
Zynga was founded in July 2007 with the
vision of connecting the world through
Largest developer of social games on the web
in the process.
Zynga games provide a platform for players
to express themselves and form deep social
connections with their friends.
IMVU is a social network and
3D virtual world where
millions of people meet, chat
and have fun in animated 3D
You can shop and dress up
your avatar with your own
personalized look, design and
decorate your own 3D space,
and connect with new people
from around the world.
In 2010, the market will recover and grow at an average annual rate of
+7% to USD 1600 billion.
Until 2013, the industry will grow at a compound annual growth rate
(CAGR) of +3% to USD 1.6 billion.
Until 2013, the market for online games will grow by 11% and the market
for wireless games by 14%.
Asia-Pacific is the area with the highest growth within the media and
entertainment industry: 5% annually until a total market volume of USD
413 billion is reached.
Major factors driving this growth-
1. Increasing consumer awareness
2. New technologies coming allow for greater content
and variety of games.
3. Growing household Internet penetration
4. Increased content development for online-specific
5. Wider access mediums to accelerate demand
6. The unique experience that online gaming offers.
1. There Will Be More Social Gaming Acquisitions
2. Facebook will be even more important
3. But as the platform matures, market conditions will
4. EA Will Find New Ways to Monetize Social Gaming:
5. Virtual Goods Will Become Even Bigger Business:
6. You Will See a Wave of Social Gaming on the Console:
7. EA and Others Will Make Even Stronger Moves on
games, which translate
physical gestures into on
Guitar Hero: Van Halen
The Beatles: Rock Band
Tony Hawk: Ride
Sony’s new motion-sensing
Microsoft’s Project Natal
Everyone will look like a Greek
god or goddess. You get to pick
what you look like and what your
•World of Warcraft
•Empire of Sports
You'll meet someone who plays
an MMORPG for a living.
In World of Warcraft online game
you can earn gold with which you
can buy these in-game objects
At Ebay this game currency is
traded for real currency also
Android game market will grow,
is unlikely to challenge iphone
Through Mobile Games
Advertising New Products
Through Mobile Games
3d Real World Scenario Mobile
SOME OTHER PREDICTIONS
•Hardware changes : mobility
•Hardware changes : consoles decline and transformation
•MMORPGs : free, browser-based, and more diversity in
•User Acquisition becomes a big issue again in the new
•Deeper service integration and developer resources
ICICI Learning Matrix
• Cash Detectives
- player takes on the
role of an
- track down a terrorist
outfit that uses
- learn 14 security
features of a genuine
- gain knowledge about
tools to be used to
- gain the experience to
detect the absence of
one or more of the
ICICI Learning Matrix
• Rad Alert
- A game on Cash Payment
against cheque in a branch
-The main nuclear reactor in
India’s space city – ‘Robocity’ is
damaged. Deadly radiation is
- mission to save Robocity.
- build a bridge across the
- review the key fields in the
cheque, and decide whether to
pay, reject or refer it.
- Accurate assessment of the
key fields gives you an
Indimium coated pillar.
- Inaccurate decisions and
taking more than the
stipulated time for a cheque
costs you a life (robot) and you
have only 5 of them!