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Dubit & Disney from the MRS Children 2010 Conference

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Dubit and Disney presented 'Trends in Online Entertainment for Kids - The Rise and Rise of Online Gaming' at the Market Research Society 'Children : Seen 7 heard' conference on 27th January 2010.

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Dubit & Disney from the MRS Children 2010 Conference

  1. 1. Trends in onlineentertainment for kidsThe Rise and Rise of Online Gaming
  2. 2. 40 LEEDSLONDON … yuh o n c it o t c n et y iv inig ts a g, cete m d s h, t t y ra , e ia re iv
  3. 3. MARKETINGRESEARCH INTERACTIVE yuh o n c it o t c n et y iv inig ts a g, cete m d s h, t t y ra , e ia re iv
  4. 4. QNQL rsac eerh flev e g n y tn wh eh o g u sr a e c in u e it t n l y l ic c o
  5. 5. Overview – Disney Online EMEA The definitive marketing portal for Disney’s products and services • Entertainment destinations x 23 across the Region • Web-only content focusing on video, games and activities • Premium services include Club Penguin, Toontown and, coming soon, Pixie Hollow and Cars • Offices in UK, France, Italy, Spain and Budapest
  6. 6. The wider context… and focus
  7. 7. Children’s Broadcast Media Consumption Online TV Media Convergence Communication & Networking Trends Online Gaming Formats MonetisationCasual GamingSN GamingVirtual Worlds
  8. 8. Children’s Broadcast Media Consumption Online TV Media Convergence Communication & Networking Trends Online Gaming Formats MonetisationCasual GamingSN GamingVirtual Worlds
  9. 9. Time spent per week 5-7 8-11 12-15 20 18 17 16 16 14 14 14hours / week 12 10 10 8 7 7 7 6 6 6 5 4 4 2 0 TV Radio Internet Games
  10. 10. Children’s Broadcast Media Consumption Online TV Media Convergence Communication & Networking Trends Online Gaming Formats MonetisationCasual GamingSN GamingVirtual Worlds
  11. 11. Children’s TV: Favourite Channels 44% 7-8 9-10 11-12 13-14 41% 40% 53% 30% 24% 36%
  12. 12. Children’s Broadcast Media Consumption Online TV Media Convergence Communication & Networking Trends Online Gaming Formats MonetisationCasual GamingSN GamingVirtual Worlds
  13. 13. Multi-platform62% of 7-14s watch videos on the InternetUse the Internet to watch TV shows on demand 55%38% watch TV using digital/satellite on-demand TVHave been to websites after on-air call for action 40%60% play games with favourite TV characters
  14. 14. Children’s Broadcast Media Consumption Online TV Media Convergence Communication & Networking Trends Online Gaming Formats MonetisationCasual GamingSN GamingVirtual Worlds
  15. 15. Online Trends100%80%60%40%20% 0% 7-8 9-10 11-12 13-14 Games Videos Watch TV Chat SNSs
  16. 16. Children’s Broadcast Media Consumption Online TV Media Convergence Communication & Networking Trends Online Gaming Formats MonetisationCasual GamingSN GamingVirtual Worlds
  17. 17. Chatting & Social Networking chatting online 28% MSN account 31%9-10s using SNSs 33% Facebook account 21% chatting online 81% MSN account 70%13-14s using SNSs 87% Facebook account 86%
  18. 18. Children’s Broadcast Media Consumption Online TV Media Convergence Communication & Networking Trends Online Gaming Formats MonetisationCasual GamingSN GamingVirtual Worlds
  19. 19. Online Games – UK Kids Dubit Euro Games Tracker, 7-10s (January 2010)
  20. 20. Younger Kids 7-10 Gaming Around 9 in 10 play games on the Internet; of these… 7-8s 56% 50% 32% 38% 15% 12%9-10s 46% 33% 32% 49% 21% 19%Note: % of all gamers
  21. 21. Older Kids 11-14 GamingAround 8 in 10 play games on the Internet11-12s 38% 48% 41% 42% 33% 22%13-14s 60% 56% 40% 46% 25% 21%Note: % of all gamers
  22. 22. Children’s Broadcast Media Consumption Online TV Media Convergence Communication & Networking Trends Online Gaming Formats MonetisationCasual GamingSN GamingVirtual Worlds
  23. 23. Gaming Trends: Types of GamesCasual • ProfilesVirtual Worlds • Avatars • Homes • Pets • ChatSN Games • Minigames Social Networks with Social Online games with gaming dimension Gaming networking features
  24. 24. By os 5% 8 3% 17r ys 1y 4rs 4% 6 2% 4Lvl& det e ee avn r s us Gl irsCacr hr t s aeP y gint t r l aa soh s a eC awh t r le ht it oh p yr e a s
  25. 25. Disney’s Casual Games • Up to 250 games in the catalogue • Up to 50 new games a year • Top games at 35,000 gameplays per month • 11 million page views a month across EMEA • Top games: Cars, Up, Bolt, Mickey
  26. 26. Disney’s Virtual WorldsEntertainment unique to the medium of connected interactivity
  27. 27. Club Penguin Performance:Proposition: •Largest MMOG in western market by•A snow-covered virtual world where consumer spend in the Western marketkids can interact, play games and let place in 2008their imaginations soar in a safe, ad- •Top global MMOG by unique visitorsfree, online playground. (May 09)Target audience: •The leading MMOG in the UK, representing 19% market by spend in•6-14 (7-11); boys and girls 2008Languages: •Top UK kids web destination with 19%•English, Portuguese, French, of all kids traffic in Oct 09Spanish •News: Children’s “Best Website” BaftaPrice (monthly): 2009•$5.95, £3.95, €4.95
  28. 28. Children’s Broadcast Media Consumption Online TV Media Convergence Communication & Networking Trends Online Gaming Formats MonetisationCasual GamingSN GamingVirtual Worlds
  29. 29. Business Models Mic ro- What kids are doing Members hip (% of total)trans ac tions • 11% pay for subscriptions • 13% buy virtual goods Advertis ing 13-14s Increased autonomyOf those who pay: • 76% up to £5/month in membership • 88% up to £5/month in virtual goods • 11-12s biggest spenders in both
  30. 30. Would consider paying? Dubit’s Euro Games tracker (7-10s, January 2010)100%90%80%70%60%50%40%30%20% 25.9 27.0 24.810% 16.2 18.0 18.6 7.8 10.8 0% UK France Germany Holland Sweden Finland Norway Denmark
  31. 31. Why not paid for games? 7-10s European Study (January 2010)
  32. 32. ‘Parental reactions: paid content
  33. 33. ‘Commercial’ BarriersPerceptions• Value for money of paid online games vs. tangible goods• Easiness of payment methods - fears of using credit card• Lack of knowledge about differences between paid / unpaid• Different levels of kids’ allowances and autonomy• Generational gaps – ‘virtual’ vs. ‘real’• Free games availableSome touch points• More active than watching TV / DVDs• Some educational value – even if not ‘educational’• Web savvy and gaming parents easier to reach• Safe socialisation environment• Brand reputation
  34. 34. And to wrap up…• Research your audience: kids and parents• Make it social, customisable, allowing progression• Review suitable business models• Consider eventual changes in regulation• Include good safety mechanisms• Invest in viral / word of mouth marketing• Engage in continuous dialogue with kids and parents
  35. 35. Claudio FrancoResearch ManagerJulie AdairDirector, Online Product Operations

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