Where have all the GameStar readers gone

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Germany’s biggest PC gaming magazine GameStar has lost more than 200.000 readers over the past years. But the gamers have not vanished, they just gather at different places. And these places are often overseen or even ignored by most market attendants. An inside view into the games media industry and into the heads of gamers with some surprising facts and figures.

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Where have all the GameStar readers gone

  1. 1. Where have all theGameStar-readers gone?And what that meansfor the games industry.
  2. 2. Why is he talking about this?Heiko Klinge, Editor-in-chief Making Games• Playing Games since the age of 5• Writing for GameStar since November 2000• Founding /GameStar/dev (which later becameMaking Games) in August 2005• Responsible for all B2B-Activities ofIDG Entertainment since 2008• A guy who loves playing games and thereforethought, that he‘s still young (at least at heart)
  3. 3. GameStar: Sold copies 2005 – 2013050000100000150000200000250000300000350000 2005120053200612006320071200732008120083200912009320101201032011120113201212012320131GameStarPC GamesHeiko Klinge, Editor-in-chief Making Games
  4. 4. What the f*ck has happened?????Heiko Klinge, Editor-in-chief Making Games
  5. 5. Age of GameStar-Readers in February 20090,01,02,03,04,05,06,07,08,0ProzentAlterAltersverteilung in ProzentHeiko Klinge, Editor-in-chief Making Games
  6. 6. Age of GameStar-Readers in April 2013Heiko Klinge, Editor-in-chief Making Games
  7. 7. And what about him?Heiko Klinge, Editor-in-chief Making Games
  8. 8. Online? Yes, but …VisitsHeiko Klinge, Editor-in-chief Making Games400060008000100001200014000160001800020000PC Games PCG HW Spieletipps GameStar 4Players ComputerbaseGameStarComputerbaseSpieletippsPC GamesPCG HW4Players
  9. 9. How we found out …Heiko Klinge, Editor-in-chief Making Games
  10. 10. How we found out …
  11. 11. How we found out …Heiko Klinge, Editor-in-chief Making Games
  12. 12. The logical consequence …Heiko Klinge, Editor-in-chief Making Games
  13. 13. YouTube:»Biggest YT-Network in Germany.No. 22 worldwide«Video Views (YouTube Analytics)147 Channels6,125 Mio. Subscribers118 Mio. Video Views (p.m.)>1,9 Milliarden Video Views (ytd)GameStar & FriendsHeiko Klinge, Editor-in-chief Making Games
  14. 14. And no, it isn‘t just Core- and AAA-GamesHeiko Klinge, Editor-in-chief Making Games
  15. 15. And no, it isn‘t just a media thingHeiko Klinge, Editor-in-chief Making Games
  16. 16. Young Gamers want their game (not games in general)Battlefield 3 on gamestar.de:• 31 Features and Articles• 699 News• 104 Videos (51 Editorial Videos)Drakensang Online on gamestar.de:• 8 Features and Articles• 22 News• 13 Videos (5 Editorial Videos)Heiko Klinge, Editor-in-chief Making Games
  17. 17. Young Gamers want their information on demandWikia• 50,000+ VIDEO GAMEWIKIS• 3M AVERAGE GLOBALMONTHLYCONTRIBUTIONS• 2.8M GLOBALAVERAGE DAILYVISITORS• 556M GLOBAL PAGEVIEWSHeiko Klinge, Editor-in-chief Making Games
  18. 18. Young Gamers want their information on demandHeiko Klinge, Editor-in-chief Making Games
  19. 19. Young Gamers want their information to be mobileHeiko Klinge, Editor-in-chief Making Games
  20. 20. Mobile is catching up quicklyIDG Entertainment(apps + mobile sites):• ~ 3,1 Million Visits (04/2013)• More than 6,4 Million PageImpressions (04/2013)• Agof Mobile Facts 2012-II:162.000 Unique Mobile User!• But: It‘s not an »And«,it‘s an »Or«Heiko Klinge, Editor-in-chief Making Games01000000200000030000004000000500000060000007000000Apr12Mai12Jun12Jul12Aug12Sep12Okt12Nov12Dez12Jan13Feb13Mrz13Visits PI
  21. 21. Young Gamers want to see (instead of reading)Heiko Klinge, Editor-in-chief Making Games
  22. 22. Young Gamers want to see (instead of reading)Heiko Klinge, Editor-in-chief Making Games
  23. 23. Young Gamers want entertainmentHeiko Klinge, Editor-in-chief Making Games
  24. 24. Young gamers DO entertainment!Heiko Klinge, Editor-in-chief Making Games
  25. 25. And yes, even game developers can be entertainingHeiko Klinge, Editor-in-chief Making Games
  26. 26. Young gamers want personalityHeiko Klinge, Editor-in-chief Making Games
  27. 27. Young gamers want to be in touch~ 11 Tweets1 Blog PostEvery Day!Heiko Klinge, Editor-in-chief Making Games
  28. 28. And what does that mean for IDG?Print 2010 Online 2010Heiko Klinge, Editor-in-chief Making Games
  29. 29. And what does that mean for IDG?Heiko Klinge, Editor-in-chief Making GamesPrint 2013 Online 2013GameProAppsmobil.gamestarGameStar&GameProiPad AppMobile 2013GameStarAppsGameProPlaymassiveGameStarPlaynationmaking gamesOnlinewelten GronkhMakingGamesiPad App
  30. 30. And what does that mean for you?• Invest in marketing and community management! ASAP!• Find your Bill Roper … or Olliver Heins• Get out there and get popular• Use every single communication channel• Choose the right platforms• Use the media … but do it in a smart way• Long term content instead of short term PR news• Get in touch with your audience• Stay in touch with your audience• Deliver content, not only games• Be honest to your customers• And most of all: Stay true to yourselves• (You still need a good game though)Be a person, be a brand … be a hobby, be everywhereHeiko Klinge, Editor-in-chief Making Games
  31. 31. Our Takeaway: High5 – now on YouTubeHeiko Klinge, Editor-in-chief Making Games
  32. 32. Thanks!hklinge@idg.defacebook.com/MakingGamesyoutube.com/High5youtube.com/GameStarDeHeiko Klinge, Editor-in-chief Making Games

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