This document summarizes key points from a panel discussion on the video game industry. It discusses trends such as the large installed base of consoles but declining retail sales, the growth of mobile and digital gaming, and challenges in mobile from an increasingly crowded market. The panel explored topics like the future of consoles, growth of mobile gaming, and new business models being pioneered in mobile like free-to-play.
Pixability TV Episode 22: The 7 Habits of Highly Effective YouTube Marketers-...Pixability
To gain access to the full video recording, register for free access at:
http://pixvid.tv/XAgJWr
The top brands are top performers for a reason, but that doesn't mean they do everything right, and it doesn't mean you can't learn from them. We've analyzed the video marketing data from the top 100 brands; from their YouTube effectiveness to their search result performance. We've distilled the surprising results into 7 regular, actionable habits any marketer can adopt to improve their own video marketing strategy.
Connect With Pixability:
Twitter | @pixability
Facebook | facebook.com/pixability
e-mail | info@pixability.com
phone | 1-888-PIX-VIDEO
Engagement Everywhere :: The Future of DigitalRyan Manchee
2012 is the tipping point – when connected devices outnumber people on the planet. What does this mean for marketers looking to engage with the hyper-connected consumer within the evolving media landscape? As consumers continue to embrace mobile devices, is the future of media on the second screen, or will mobile merely act as an enabler for enhancing other media?
Why mobile social games need a platform now morethan ever - Eros Resmini - Op...Sociality Rocks!
Many mobile social games are freemium but lack strong social effects. Only with the help of SNS platforms do mobile social games truly become social and achieve cost-effective acquisition, retention, and monetization rates.
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October update for Mobile Monday Beijing of our popular presentation at O\'Reilly\'s \"Graphing Social Patterns" conference in June 2008. See how leading Asian mobile SNS are faring compared to Facebook, and learn how they do it.
Presentation on Asian best practices to a group of Silicon Valley investors, showing how Asian innovations can be relevant to Western markets. In addition to key ideas, several examples are included.
Dubit & Disney from the MRS Children 2010 ConferenceDubit
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.
Pixability TV Episode 22: The 7 Habits of Highly Effective YouTube Marketers-...Pixability
To gain access to the full video recording, register for free access at:
http://pixvid.tv/XAgJWr
The top brands are top performers for a reason, but that doesn't mean they do everything right, and it doesn't mean you can't learn from them. We've analyzed the video marketing data from the top 100 brands; from their YouTube effectiveness to their search result performance. We've distilled the surprising results into 7 regular, actionable habits any marketer can adopt to improve their own video marketing strategy.
Connect With Pixability:
Twitter | @pixability
Facebook | facebook.com/pixability
e-mail | info@pixability.com
phone | 1-888-PIX-VIDEO
Engagement Everywhere :: The Future of DigitalRyan Manchee
2012 is the tipping point – when connected devices outnumber people on the planet. What does this mean for marketers looking to engage with the hyper-connected consumer within the evolving media landscape? As consumers continue to embrace mobile devices, is the future of media on the second screen, or will mobile merely act as an enabler for enhancing other media?
Why mobile social games need a platform now morethan ever - Eros Resmini - Op...Sociality Rocks!
Many mobile social games are freemium but lack strong social effects. Only with the help of SNS platforms do mobile social games truly become social and achieve cost-effective acquisition, retention, and monetization rates.
Mobile Social Networks Best Practices from AsiaBenjamin Joffe
October update for Mobile Monday Beijing of our popular presentation at O\'Reilly\'s \"Graphing Social Patterns" conference in June 2008. See how leading Asian mobile SNS are faring compared to Facebook, and learn how they do it.
Presentation on Asian best practices to a group of Silicon Valley investors, showing how Asian innovations can be relevant to Western markets. In addition to key ideas, several examples are included.
Dubit & Disney from the MRS Children 2010 ConferenceDubit
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.
Company Description - AIVtech International Group Co. (“AIVtech” or the “Company”) is a leading manufacturer of consumer electronics
products, such as furniture audio and multimedia speakers in China. The Company plans to capitalize on its strong domestic position
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[Inside Social Apps 2010 - San Francisco ] Hello everyone, my name is Sebastien de Halleux and what I’ll talk about over the next 30 minutes or so is about The Evolution of Games, and specifically lessons from gaming platforms past.. Most of today is about social games and the future of the game industry, so I wanted to take a step back and hypothesise what the past can potentially teach us about the future.
This is an edited version of the presentation I did at the NY Games Conference. It is a discussion piece on the top trends in gaming that I'm observing for the coming year. This includes remarks on Smartphones, prepaid game cards, F2P, and Trading Card Games.
There will be more change in the next 10 years than there has been in the previous 100. This paper describes these expected foundational shifts and explains how we can manage them to our advantage.
In their latest discussion presentation "Winning the Game", Geoff Hollingworth, Ericsson North America Evangelist, in collaboration with Jason Hoffman, founder and CTO of Joyent, discuss what these changes will mean for devices, the cloud and the network.
This interactive presentation is supported by 8 videos. It describes the foundational changes that will occur across industries and networks, and attempts to explain how we can manage them to our advantage. The target audience of this paper is those who are involved in planning, building and profitably operating digital networks.
Simon Khalaf throws down the gauntlet at #Source13 with a data-packed presentation. "Ignore the Series A crunch. It's time to innovate. Disrupt an industry."
2. December 2012
Internet & Interactive Entertainment
Brian Pitz
APPNATION IV bpitz@jefferies.com
212.336.7413
Gamer Nation: A Global Mass Market Emerges Brian Fitzgerald
bfitzgerald@jefferies.com
212.284.2491
Moderator:
Timothy O’Shea
Brian Pitz: Senior Internet & Interactive Entertainment Analyst; toshea@jefferies.com
212.284.3415
Jefferies
Sachin Khattar, CFA
skhattar@jefferies.com
212.323.3381
Panelists:
Stan Velikov, CFA
George Jones: Director of Programming, Games / Action; Wikia svelikov@jefferies.com
212.284.2140
Will Kassoy: CEO; AdColony
Eros Resmini: SVP, Marketing & Developer Relations; GREE
Jefferies & Company, Inc.
3. Companies on Panel / Biographies
George Jones: Director of Programming, Games / Action; Wikia
Wikia operates the world’s largest network of collaboratively published
video game, entertainment, and lifestyle content on the web. With 1B
monthly page views and 53MM unique visitors (+9MM add’l mobile
uniques), Wikia now has 250K different wikis of which 50K are focused
on gaming.
Will Kassoy: CEO; AdColony
AdColony operates a leading HD mobile video ad network. AdColony’s
video ad network serves video ads instantly with its proprietary Instant-
Play technology on the most popular apps in the world across Apple’s
iOS and Google’s Android platforms.
Eros Resmini: SVP, Marketing & Developer Relations; GREE
GREE is a leading mobile social gaming company based in Japan, with a
focus on creating and supporting unique free-to-play content. GREE has
had a #1 grossing mobile game in 51 countries, with 2 million loyal
page 3
players. The company acquired Funzio earlier in 2012. pitz-fitz@jefferies.com
Jefferies and Company, Inc.
4. Themes to be Explored by Panel
What happens to consoles during the next hardware cycle?
• Large file sizes, low latency requirements, and digital entertainment content
(Netflix, etc) have isolated consoles from disruption, for now. With next-gen
hardware on the horizon, what happens going forward?
• Is the $60 fixed retail price the right model going forward, or will we see new
models over time?
Where does mobile gaming go over time?
• As smartphones and tablets realize vast, global audiences, what are the
implications on mobile gaming? What sort of growth are you seeing, and
what are the differences between iOS vs. Android and smartphone vs. tablet
usage?
• Can mobile games ever make the jump to the big screen (TV)?
What do new business models look like going forward?
• Asian gaming companies are pioneering here; what are the lessons for the
West? (and vice versa)
first, let’s review some key industry trends
• Looking at new business models (free to play with IAP, paid downloads,
page 4 subscription, ads), what is the right model going forward? pitz-fitz@jefferies.com
•
Jefferies and Company, Inc. How will data / analytics improve the economics for developers?
5. Global Console Install Base of 239 Million is Largest Ever (and Still Growing!)
7th Gen Console Global Install Base (Millions, Left Axis)
vs. Y/Y Growth (Right Axis)
300
140%
250
120%
200 100%
80%
150
60%
100
40%
50
20%
0 0%
December December December December December December December December
2005 2006 2007 2008 2009 2010 2011 2012
Wii Xbox 360 PS3 Y/Y Growth
Source: NPD, VGChartz
page 5 new hardware cycle resets this install base pitz-fitz@jefferies.com
Jefferies and Company, Inc.
6. No Clear Winner or Loser This Hardware Cycle (but What About the Next Cycle?)
Global Console Market Share
PS3
70 Million Wii
29% 98 Million
41%
Xbox 360
72 Million
30%
Source: NPD, VGChartz
239 Million Current-Gen Consoles
page 6 pitz-fitz@jefferies.com
Jefferies and Company, Inc.
7. Retail Sales of Video Games Peak During Holidays (but Digital Sells Year
Round)
Monthly Unit Retail Sales of Video Game Software in the US (Millions)
80
Call of Duty 4 Call of Duty: WaW New Super Mario Bros
Guitar Hero 3 Wii Play, Wii Fit Call of Duty: Black Ops
Call of Duty: MW2
70 Assassin’s Creed Just Dance 2
Madden NFL 07 Call of Duty: MW3
Zelda: Twilight Princess Just Dance 3
60 Call of Duty 3 Skyrim
50
40
Super Smash Battlefield:BC2 Pokemon:
Bros Brawl God of War 3 Black / White
30
GTA: IV Guitar Hero 5
Madden 12
Red Dead Gears 3
20
10
0
Jan-06
Mar-06
Sep-06
Jan-07
Mar-07
Sep-07
Jan-08
Mar-08
Sep-08
Jan-09
Mar-09
Sep-09
Jan-10
Mar-10
Sep-10
Jan-11
Mar-11
Sep-11
Jan-12
Mar-12
Jul-06
Jul-07
Jul-08
Jul-09
Jul-10
Jul-11
Nov-06
Nov-07
Nov-08
Nov-09
Nov-10
Nov-11
May-06
May-07
May-08
May-09
May-10
May-11
Source: NPD
page 7 pitz-fitz@jefferies.com
Jefferies and Company, Inc.
8. Retail Sales of Video Games Peaked in 2008
US Unit Video Game Software Sales - Retail Only (Millions)
300
7th Gen Hardware Cycle
250 +9% CAGR -4% CAGR
200
150
100
50
0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Source: NPD
page 8 pitz-fitz@jefferies.com
Jefferies and Company, Inc.
9. US Publishers Already Generating $3.75 of Every $10.00 Through Digital Means
Comparing Digital Revenue at Leading US Video Game Publishers (3Q 2012)
Total Revenue ($MM)* Digital Revenue ($MM)* % of Total Digital Revenue Y/Y Growth
Activision Blizzard 751 427 56.9% 10.6%
Electronic Arts 1080 314 29.1% 45.4%
Take-Two Interactive 283 57 20.0% 108.0%
Total 2114 797 37.7% 26.8%
Source: Jefferies, Company
*non-GAAP revenue, note can be lumpy over time based on release schedule
What is Digital Revenue?
Downloadable Content (DLC) – Call of Duty Map Packs ($15 / per download)
Subscriptions – WoW ($15 / month), EA Sports Season Ticket ($25/ year)
Free to Play / Freemium – League of Legends, FarmVille
In-Game Advertising – Primarily on mobile games
Mobile – Angry Birds, Clash of Clans, supports many business models
digital revenue can be more profitable given it bypasses the retail channel
page 9 pitz-fitz@jefferies.com
Jefferies and Company, Inc.
10. Mobile Usage is Increasing the Global Addressable Market by a Factor of Five
Smartphones - 1.1 Billion
42% CAGR
Console - 239 Million
19% CAGR
Other
PS3
70 Million Wii
29% 98 Million Android
41%
Xbox 360
72 Million
30%
new hardware cycle
resets install base iOS
Source: Informa, IDC, NPD
page 10 excludes tablets! pitz-fitz@jefferies.com
Jefferies and Company, Inc.
11. Mobile Explosion Creates Challenges for Traditional Handheld Gaming
Apple vs. Nintendo
Global Unit Hardware Ests. (Millions; 12 Mos. Ending Mar '13)
180
160
140
120
100
80
60
40
20
0
DS 3DS iPad iPhone
page 11 pitz-fitz@jefferies.com
Source: Nintendo forecast provided 9/30/12;
Jefferies and Company, Inc. Jefferies Estimates
12. Cumulative Console vs. iOS Global Install Base (Millions)
800
700
600
Console
500
400
300
iOS
200
100
0
2007 2008 2009 2010 2011 2012
iPhone iPad Wii Xbox 360 PS3
Source: Apple, NPD, Jefferies
page 12 pitz-fitz@jefferies.com
Jefferies and Company, Inc.
13. An Increasingly Crowded Market
Retail Facebook App Store
hundreds of games thousands of games hundreds of thousands
discoverability is a challenge
page 13 pitz-fitz@jefferies.com
Jefferies and Company, Inc.
Editor's Notes
Today’s panel includes three gentlemen from companies I’m sure you’re all familiar with.First, welcome George Jones, Director of Programming from Wikia, which is now generating1B monthly page views from 53MM monthly unique visitorsAcross 250k wikis (50k for gaming)Second, Will Kassoy, CEO of AdColony, a leading HD mobile video ad network, which allows developers to monetize free to play games. Last welcome Eros Resminifrom GREE, which is a mobile social game company based in Japan. GREE has had a #1 grossing game in 51 countries.
Before we get into the panel discussion, I thought it would be useful to review several key industry trends.
At 7 years, this is the longest and largest console cycle ever.And Sales are still strong…SOME STATS:* Xbox sold 750K units over holidays in US alone on Black Friday Weekend. (but still down from 960K last year)* Wii U sold 400K units in the same timeframe.* Growth has been driven by HD consoles, Xbox and Playstation 3, while the 1st gen Wii has lagged. * We expect a new Xbox next year
There is no clear winner this console cycle, with an install base of nearlyt 240MM consoles. The big question, in the Next console cycle – is there room for three consoles (plus new gaming platforms)? Would love to dig deeper into this…
This slide shows the traditional video game sales peaks during the holidays from 2006 through early 2012…as you can see – holidays are importamtNote, This data is:US only (no Europe, no Asia)Console only (no PC)Retail only (no digital)Unit Sales (not $ sales)Retail Industry characterized by:Consumer dollar is focused on a small number of huge key titlesTitles are being played longer than ever, thanks to online play and DLCDLC / online play keeps the games out of the used games bin
Also, the retail channel is also becoming a less important sales channel over time. In the US, unit sales of video games peaked in 2008 and have modestly declined ever since…. According to NPD numbers
BUT As retail shrinks, digital revenue is driving growth at the major US publishers.Already, these companies are generating roughly $3.75 out of every $10 through digitalNote: this table provides a snapshot view from 3QData is lumpy over time depending on release schedulesKEY: Digital revenue is more profitable given it bypasses the retail channelRetail gets about a 20% cut SOME EXAMPLES: ActivisionWorld of Warcraft: $15 / month subscriptionCOD Online in ChinaCall of Duty Map Packs ($15)Electronic ArtsStar Wars the Old Republic: Subscription, moving to Free-to-playEA Sports Season Ticket: $25 / yearFIFA alone generated $115 million in digital revenue in 1H ’13PopCap: Bejeweled, Plants vs. Zombies
AND MOBILE…DEFINING THE OPPORTUNITY: Smartphones and tablets have dramatically increased the addressable market.We estimate 239MM global consoles.And 1.14B global smartphones, about 20% global penetration…
Large file sizes, low latency requirements, and over-the-top entertainment (Netflix, etc) have isolated the console market from disruption, for now.Traditional handheld gaming market is clearly seeing impacts.This chart shows the challenges faced by the traditional handheld gaming market.Nintendo Estimates: official nintendo estimates given on September earnings releaseApple Estimates: Jefferies Hardware Analyst Peter Misek’s estimatesApples-to-apples comparison , all estimates for 12 months ending March 31, 2013.
And in terms of iOS vs. Consoles…The mobile platform is much larger when Android is layered on top.Expect about 300 million iPhones / iPads sold in 2013 (Jefferies ests). Console install base returns to zero given new hardware.
FINALLY…THE MARKET IS INCREASINGLY CROWDEDThe Number of users is growingAnd So is number of gamesBut Discoverability is a problem as consumers face hundreds of thousands of options.