The Changing State of Family Entertainment in the Mobile Era | Robby Yung,
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Casual Connect Asia 2016 We will examine current trends in children's mobile entertainment, from brands to the charts to the evolving consumer base and how best to connect with them.
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The Changing State of Family Entertainment in the Mobile Era | Robby Yung,
- 1. Robby Yung, CEO The Changing State of Family Entertainment in the Mobile Era
- 2. Who is Animoca Brands? • Founded in 2009 in Hong Kong • Spun out of Animoca and public since 2015 (ASX: AB1) • Casual game developer and global publisher • 200 million installs / 13 million MAU’s • Focused on games with branded IP, especially children’s entertainment
- 5. Then and Now
- 8. Source: “Ofcom: one in three children under 15 has own tablet computer, supplanting TV,” The Guardian, 9 October 2015. 19% 34% 42% 30% 20% 33% % that have their own tablet (2013) % that have their own tablet (2014) % that use a tablet to go online % that play games on tablets % that watch live TV on tablets % that watch TV on demand on… UK Children aged 5 - 15
- 9. Source: “Third of pre-school children have their own iPad, says study,” The Guardian, 6 October 2015. 25% 31% 37% 35% 57% Children under 3 that own a tablet Children under 5 that own a tablet Children aged 3-5 that own a tablet % of pre-schoolers using a tablet alone % of pre-schoolers using a tablet with parents Young Children in the UK
- 10. Entertainment Choices 80% 71% 70% 61% 60% 53% 46% 41% 39% 34% Watching TV Reading Mobile Gaming Short Form Online… Playing with Toys Internet Gaming Watching Streamed TV Using Apps Using Social Media Console Gaming ASEAN Kids Ages 6-14 Source: SuperAwesome Kids’ Media Snapshot: ASEAN, Age 6-14 70%
- 11. And the kids market is big… • The parent of a 6-12 year old US gamer spends $2.60/month on mobile games or IAP’s. Kids 7.8% Kids 9.3% $1.9bn worldwide $417m in the US 2015 Kids spending on mobile games Source: Superdata Research 2015
- 17. Big Brands Lead Children’s Mobile Entertainment
- 18. So Branding is Key • Brands are a marketing tool to aid in user acquisition. • Brands are a sign of trust for parents. • Brands are a discovery tool, and this is recognised by the App Stores. US iPad Top 50 Free Top 50 Grossing Top 50 Paid 6 9 4 4 3 3 2 4 14 Total 12 16 21 Market Share 24% 32% 42%
- 21. Data Protection & Privacy • Children’s online privacy regulation in the US, enforced by the FTC, regarding the personal information of children under 13. • The EU has similar regulations and has increased the age range to 16, particularly with regards to social media access. • COPPA’s penalty for non-compliance is $16,000 per child.
- 22. Robby Yung, CEO ryung@animocabrands.com @viewfromHK
Editor's Notes
- This was 12/30 in January, now it’s 21/30 in May (subscription in TG)
- This was 12/30 in January, now it’s 21/30 in May (subscription in TG)
- In the game category in the US iPhone charts, you can see the impact of offline brands - it’s relatively minimal. In fact, your chances are just as good of being in the top grossing charts if you have the word “clash” in your title, or Casino or Slots.