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RESEARCH DEVELOPERS
PARTNERSHIP
METHODOLOGY
The methodology aims to achieve higher quality
of information and depth of responses.
The panel also allows pr...
RESEARCH TARGET
The study was conducted
within online population from
all around Brazil, according to
the map, and proport...
RESEARCH LEVELS

The Gamer

Monetize

Brands Connected

So what?
RESEARCH LEVELS
LEVEL 1

The Gamer

Monetize

Brands Connected

So what?
The Gamer - Universalization

DO YOU STILL THINK IT IS “BOYS ONLY”?
Declared to play at
least one electronic
game
The Gamer – How they play

WE ARE “MULTI-PLATAFORM” PLAYERS
With lower penetration, they play with Portable Video Game (21...
The Gamer – Preferred Styles

AND OUR PREFERENCE IS FOR ACTION AND
ADVENTURE…

*

* STRATEGY is extended not only for the ...
The Gamer – Preferred Styles

BUT THE FACT IS: WE PLAY IT ALL
The Gamer – What do you do on your mobile?

SOCIAL NETWORK, MUSIC AND GAMES.
THE MOBILE IS OUR BUDDY.
RESEARCH LEVELS
LEVEL 2

The Gamer

Monetize

Brands Connected

So what?
Monetize – How they consume Apps
Monetize – Price experience

Higher price paid for:

Consider it FAIR
or even CHEAP
(it is not a matter of
price it self, ...
Monetization – The track to monetization
To get in for free, and get money in the engagement has being a successful track.
Monetize – Purchase behavior

WHO HAS ALREADY BROUGTH…
Would pay for, again?

Reasons to not pay again

Have already paid ...
Monetize - Advertisement

IS IT POSSIBLE ADVERTISE WITHOUT BEING
INVASIVE?
Where do you get updated
info?
Monetize - Advertisement

OPINION ABOUT ADVERTISEMENT
Do you accept to download a FREE
game with advertising within?

Do t...
RESEARCH LEVELS
LEVEL 3

The Gamer

Monetize

Brands Connected

So what?
Brands Connected – Operational System they have now

SMARTPHONE
S

TABLETS
Brands Connected – Operational System they have now

WHAT IS THE
BEST
SMARTPHONE
BRAND IN THE
MARKET?

SAMSUNG WAS CONSIDE...
RESEARCH LEVELS
LEVEL 4

The Gamer

Monetize

Brands Connected

So what?
Conclusions – Species evolution

A time ago talking was the only function for a
phone. Technological improvement has
lever...
Conclusions – Game Mobile shows off its strength

The mobile market has huge
impact on games massification.

It‟s the 2ª l...
Conclusions – Game Mobile shows off its strength

Nowadays there is a huge range of games
from several styles, and differe...
Conclusions – Trend to Universalization
WHO BELIEVES IT AS A NICHE THING, WILL TAKE THE RISK TO MISS THIS
OPPORTUNITTY.

G...
Conclusions – To monetize

• To buy game Apps is increasingly hard to accept - the
excess of high quality free options con...
Conclusions – Operational System and Brands

• The Android operational system has absolute leadership
and is who dictates ...
CONTACTS
Guilherme Camargo, CEO-Partner (gcamargo@sioux.com.br) and
Game Marketing Teacher @ ESPM

Lucas Pestalozzi, gener...
Research GamesMobile Brasil 2013
Research GamesMobile Brasil 2013
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Research GamesMobile Brasil 2013

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This research is conducted with the companies Blend, Sioux, ESPM and with the partnership of ACIGAMES (Industrial and Commercial Association for games in Brazil) on the gaming market in Mobile and Tablets for 2013 in Brazil

Published in: Entertainment & Humor, Sports
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Research GamesMobile Brasil 2013

  1. 1. RESEARCH DEVELOPERS
  2. 2. PARTNERSHIP
  3. 3. METHODOLOGY The methodology aims to achieve higher quality of information and depth of responses. The panel also allows project partners to interact again, anytime, with the respondents, in order to gain depper analysis. STRUCTURE D QUANTITATIV E QUIZ Among the panelists, representative of the online population in Brazil, the study got participation of ONLINE PANEL 823 respondents, 14-84 years, been held from 2 to September 16.
  4. 4. RESEARCH TARGET The study was conducted within online population from all around Brazil, according to the map, and proportional to the regional online stage from each state.
  5. 5. RESEARCH LEVELS The Gamer Monetize Brands Connected So what?
  6. 6. RESEARCH LEVELS LEVEL 1 The Gamer Monetize Brands Connected So what?
  7. 7. The Gamer - Universalization DO YOU STILL THINK IT IS “BOYS ONLY”? Declared to play at least one electronic game
  8. 8. The Gamer – How they play WE ARE “MULTI-PLATAFORM” PLAYERS With lower penetration, they play with Portable Video Game (21%) and the iPod (14%). ** * * There are games played all along the day, as the strategy ones. ** When aided „do you use you mobile for gaming?‟ it raises to 81%
  9. 9. The Gamer – Preferred Styles AND OUR PREFERENCE IS FOR ACTION AND ADVENTURE… * * STRATEGY is extended not only for the complex ones, but also the ones we call „social‟, and „ligthers‟.
  10. 10. The Gamer – Preferred Styles BUT THE FACT IS: WE PLAY IT ALL
  11. 11. The Gamer – What do you do on your mobile? SOCIAL NETWORK, MUSIC AND GAMES. THE MOBILE IS OUR BUDDY.
  12. 12. RESEARCH LEVELS LEVEL 2 The Gamer Monetize Brands Connected So what?
  13. 13. Monetize – How they consume Apps
  14. 14. Monetize – Price experience Higher price paid for: Consider it FAIR or even CHEAP (it is not a matter of price it self, but the huge offer for FREE at their disposal) * Exchange rate: US$1 ≅ R$2,183
  15. 15. Monetization – The track to monetization To get in for free, and get money in the engagement has being a successful track.
  16. 16. Monetize – Purchase behavior WHO HAS ALREADY BROUGTH… Would pay for, again? Reasons to not pay again Have already paid for items within a free game?
  17. 17. Monetize - Advertisement IS IT POSSIBLE ADVERTISE WITHOUT BEING INVASIVE? Where do you get updated info?
  18. 18. Monetize - Advertisement OPINION ABOUT ADVERTISEMENT Do you accept to download a FREE game with advertising within? Do the ads DISTURB the game?
  19. 19. RESEARCH LEVELS LEVEL 3 The Gamer Monetize Brands Connected So what?
  20. 20. Brands Connected – Operational System they have now SMARTPHONE S TABLETS
  21. 21. Brands Connected – Operational System they have now WHAT IS THE BEST SMARTPHONE BRAND IN THE MARKET? SAMSUNG WAS CONSIDERED THE BEST IN 47% OF RESPONDENTS
  22. 22. RESEARCH LEVELS LEVEL 4 The Gamer Monetize Brands Connected So what?
  23. 23. Conclusions – Species evolution A time ago talking was the only function for a phone. Technological improvement has leverage this handset to a more powerful trigger. It has being also used to synchronize emails, increasing the productivity of people. A few years back that usage has dropped compared to access to social networks, instant messaging and games. These habits have empowered the entertainment category, and specially the game, who represent the mobile product most accessed / downloaded by users.
  24. 24. Conclusions – Game Mobile shows off its strength The mobile market has huge impact on games massification. It‟s the 2ª largest platform, beaten only by PC.
  25. 25. Conclusions – Game Mobile shows off its strength Nowadays there is a huge range of games from several styles, and different forms of monetization. It's a very competitive environment, and each time more challenging to find a model for profitability. On the other hand is an extremely important market since there are more mobiles than people in the country and the demand for games remains increasing.
  26. 26. Conclusions – Trend to Universalization WHO BELIEVES IT AS A NICHE THING, WILL TAKE THE RISK TO MISS THIS OPPORTUNITTY. Games vary from an extended range of They (should say „we‟) play it Women are already styles (action and adventure are main even on workplace. But we 41% of Brazilian ones, but there are many. As don‟t need to get gamers strategy, preferred by women. Or worried, because that doesn‟t „Shooting‟, preferred by hardcore gamers) necessarily mean less productivity.
  27. 27. Conclusions – To monetize • To buy game Apps is increasingly hard to accept - the excess of high quality free options contribute to this inertia. Even those who already bought, aren‟t interested on buying again. • But when it comes to buying items ‟within‟ a game, we are more susceptible to do so. • Ads are 'accepted', but strongly criticized for disturbing the game. To combine them within the game environment, avoiding the disrupt in user experience (preferably improving it), means finding the 'Holy Grail' of advertising in Games.
  28. 28. Conclusions – Operational System and Brands • The Android operational system has absolute leadership and is who dictates the consumer‟s buying behavior. The users are more likely to consume “free” apps than paid ones, reflecting to the research‟s result. • Even with a relatively low market share, the strength of Apple‟s brand is great, just behind of Samsung. • Nokia, in its turn, brought relevance to the Windows Phone operational system focused on the “first smartphone” that has shelf price below R$ 500.
  29. 29. CONTACTS Guilherme Camargo, CEO-Partner (gcamargo@sioux.com.br) and Game Marketing Teacher @ ESPM Lucas Pestalozzi, general manager (lucas.pestalozzi.@yourblended.com.br) Moacyr Alves Junior, President ACIGAMES (moacyr@acigames.com.br)

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