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Social Gaming in Latin America (Social Gaming Summit 2011)

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Social Gaming in Latin America (Social Gaming Summit 2011)

  1. 1. SOCIAL GAMING IN LATIN AMERICA@diemel
  2. 2. ¡HOLA! Placing L atam in the map The game r s The game makers The conq uistador ’ quick gui s de
  3. 3. REGION OF THE AMERICAS WHERE ROMANCE LANGUAGES (I.E., THOSEDERIVED FROM LATIN) – PARTICULARLY SPANISH AND PORTUGUESE, AND VARIABLY FRENCH – ARE PRIMARILY SPOKEN.WIKIPEDIA THIS BIT
  4. 4. 580M PEOPLE IN +20 COUNTRIES 205M PEOPLE ONLINE81.9% REACH SOCIAL NETWORKS31M SMARTPHONES SOLD IN 2010FACEBOOK & ORKUT DOMINATE E-COMMERCE IS EXPLODING
  5. 5. A LOT OF PEOPLE ALREADY PLAYING,STILL GROWING FAST
  6. 6. BRAZIL ONLY... TOTAL POPULATION 200 MILLION INTERNET POPULATION 41 MILLION ACTIVE PLAYERS 35 MILLION 47% spend money on games USD 2,000,000,000 TO BE SPENT ON GAMES IN 2011 220 300 180 320 380 300 300 in g es m ile le am X Ga s LD O so O G l ob B al M ua N on ci M C M W s Ca A C So D /M C PC A /M PCSOURCE: GLOBAL COLLECT
  7. 7. B2C E-COMMERCE EXPLODING LATIN AMERICA B2C ECOMMERCE TRANSACTIONS IN USD MILLIONS TH R OW 21,775 G 4% 1,05 15,645 10,573 7,562 4,885 3,042 1,886 2003 2004 2005 2006 2007 2008 2009SOURCE: COMSCORE MEDIA METRIX, FEBRUARY 2010
  8. 8. SOCIAL NETWORKING & ENTERTAINMENT TAKE THE LION SHARE OF WEB USER’S TIME BRAZIL IS FACEBOOK’S 5TH %8.5 LARGEST COUNTRY %7.8 %13.3 %11.5 %5.2 %13.5 %12.3 %42.1 %4.4 %40.1 %15.6 %30.2 %13.6 Latin America %17.1 Middle East / Africa Europe %15.2 North America Asia Pacific Social Networking Entertainment/Games EmailSOURCE: COMSCORE MEDIA METRIX, FEBRUARY 2010
  9. 9. FASTEST GROWING INTERNET AUDIENCE +15% +15% +15% Oceania +23% 1% MEA LATAM Africa 3% 10% 6% +10% Asia 42%Y/Y Growth North America 14% +9% Europe 24% +12%SOURCE: COMSCORE WORLD METRIX, FEBRUARY 2010
  10. 10. LATAM MARKET FOR VIRTUAL ITEMS 2010TOTAL MARKET SIZE2010: $ 336M2014: $ 624MSOURCE: SUPERDATA MARCH 2011
  11. 11. THE BRAZILIAN SOCIAL GAMERWHICH SOCIAL NETWORKS DO YOU USE? MORE OFTEN? ORKUT 72% 49% FACEBOOK 67% 51% KS TWITTER 29% CIAL N ETWOR ON SO 9 1% ARE DO YOU PLAY GAMES? DO YOU PLAY GAMES? (BY AGE) ORKUT 22% 14-17 31%FACEBOOK 23% 18-24 29% MEN 20% 25-34 28% WOMEN 26% 35-44 19% 45-54 18% 55+ 15%SOURCE: LIVRA PANELS & ATOMMICA JULY 2011 (4,000 ONLINE INTERVIEWS)
  12. 12. LOCAL CONTENT SEEMS TO BE KEY
  13. 13. AUDIENCES CONSUME IN THEIR OWN LANGUAGE 100% 75% 50% 25% Puerto Rico Colombia Venezuela Mexico Chile Agentina Brazil English Local Language OtherSOURCE: COMSCORE CUSTOM ANALYSIS OF PAGE VIEWS BY LANGUAGE
  14. 14. PEOPLE WANT TO PLAY IN THEIR OWN LANGUAGE WHAT LANGUAGE DO YOU PREFER TO PLAY IN? (BRAZIL) PORTUGUESE 95% SPANISH 0% ENGLISH 5% TOP THREE GAMES ON ORKUT 1. MINI FAZENDA 2. MEGACITY 3. CAFEMANIASOURCE: LIVRA PANELS & ATOMMICA JULY 2011 (4,000 ONLINE INTERVIEWS) / MEERKUT NOV 2011
  15. 15. PEOPLE DON’TPAY AS MUCH
  16. 16. WHAT AND HOW PEOPLE SPEND IN BRAZILFROM THE PLAYERS, WHO SPENT MONEY IN LAST 12 MONTHS ORKUT 18% FACEBOOK 14% HE US 31% IN T MONEY SPENT MONTHLY IN MOST USED GAME (IN USD) $0.5 - $5 19% $6 - $11 41% $12 - $16 16% $17 - $22 8% $23+ 16%SOURCE: LIVRA PANELS & ATOMMICA JULY 2011 (4,000 ONLINE INTERVIEWS) / PLAYSPAN
  17. 17. HOW DO THEY SPEND IT?Facebook 16% 44% 8% 9% 21% Orkut 28% 28% 9% 7% 18% SMS Debit Card Credit Card Transfer Bank Deposit Prepaid Cards Other SOCIAL GAMERS WITH CREDIT CARDS ORKUT 51% FACEBOOK 64%SOURCE: LIVRA PANELS & ATOMMICA JULY 2011 (4,000 ONLINE INTERVIEWS)
  18. 18. PAYMENT & MARKETINGINFRASTRACTURE / ECOSYSTEM POOR & COMPLEX
  19. 19. THE PROBLEMSHIGH DECLINE RATES FOR CREDIT CARDSHIGH COMISSIONS FROM CARRIERS FOR MOBILEBANK DEPOSIT ABOUT 20%DIFFERENT TOOLS FOR DIFFERENT COUNTRIESMARKETING TOOLS UNDERDEVELOPED
  20. 20. THERE IS (A LOT OF) TALENT ANDLOCAL COMPANIES DOING WELL
  21. 21. GAME COMPANIES MAP
  22. 22. HTTP://MEERKUT.COM
  23. 23. MOBILE IS HEATING UP
  24. 24. SMARTPHONE PENETRATION PER CAPITA IN LATAM %30 %20 %10 2007 2008 2009 2010 2011 2012 2013 2014 2015SOURCE: CREDIT SUISSE 2011
  25. 25. SMARTPHONES IN BRAZIL APPS INSTALLED BRANDS Others 13% Nokia LG 35% Other apps 8% 42% Games Motorola 58% 11% Blackberry 5% Apple Samsung 10% 18%SOURCE: GRUPO MOBI / MCCANN 2011
  26. 26. SOME TIPS
  27. 27. CONQUISTADOR GUIDENOT A GOOD IDEA TO IGNORE LATAMLOCALIZE AND HAVING LOCAL CONTENT IS KEYPEOPLE SPEND LESS, BUT CHEAPER TO BUYALTERNATIVE NETWORKS ARE RELEVANTBRAZIL VS THE REST OF LATAM
  28. 28. WHAT IS ?WE PUBLISH AND MONETIZE SOCIAL & MOBILE GAMES IN LATIN AMERICA HTTP://ATOMMICA.COM HTTP://JAMPP.COM
  29. 29. @DIEMEL¡GRACIAS! DIEGO@ATOMMICA.COM PHOTO CREDITS Rio de Janeiro 256  - Adam Reeder http://www.flickr.com/photos/adamreeder/6321103568/ CRISTO - MARCIOFLEURY http://www.flickr.com/photos/marciofleury/4326678706/ Sky - Monkeyatlarge http://www.flickr.com/photos/monkeyatlarge/16645379/ Mexico Skyline - El Nagual http://www.flickr.com/photos/elnagual/66450715/ Craig Bellamy - Shawdm http://www.flickr.com/photos/shawdm/84741285/ Hablo Español - peterpunk77 http://www.flickr.com/photos/peterpunk/506328470/in/photostream/ Registradora1 - juantiagues http://www.flickr.com/photos/juantiagues/5496872192/ N97: Console - bfishadow http://www.flickr.com/photos/bfishadow/3591928186/ Sir Dano - Joriel "Joz" Jimenez http://www.flickr.com/photos/joriel/2845792224/sizes/o/in/photostream/ Local Heroes - John Spooner http://www.flickr.com/photos/johnspooner/2297191042/in/photostream/

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