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Smartphone game players' and Pokemon Go players’' Web survey

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This is a very draft and preliminary version of our web survey research.

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  • This slide is made for the seminar in Aalto and Tampere University in Finland. As there is no data of game sales of finn market, in app annie retrospective, I use data of Sweden.
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Smartphone game players' and Pokemon Go players’' Web survey

  1. 1. Our recent project Pokémon Go and Smartphone game in Japan Yuhsuke Koyama (Shibaura Institute of Technology) Ema Tanaka(Foundation for MultiMedia Communications) Nobushige Hichibe(Foundation for MultiMedia Communications)
  2. 2. Japanese video game market • Market Size(2016) • Console game software(1EUR=130 JPY) • Package sale:188 billion JPY (= 1.44 billion EUR) • Download: 7.9 billion JPY(=60.7 million EUR) • Smartphone game • 960 billion JPY(=7.38 billion EUR) • Smartphone game sales exceed those of console game software in 2012 • Smartphone game market is growing year by year, yet consumer game sales is declining year by year. • Hit titles in Japan are different from those in western countries
  3. 3. Game Revenue 2016 top 10 Japan 1 Monster Strike Mixi 2 Puzzle & Dragons GungHo 3 Fate/Grand Order Sony 4 Disney Tsum Tsum Line 5 Colopl Rune Story COLOPL 6 THE IDOLM@STER Starlight Stage Bandai Namco 7 Jikkyou Pawafuru Puroyaky Konami 8 GranBlue Fantasy CyberAgent 9 Pokémon GO Niantic 10 Dragon Ball Z Dokkan Battle Bandai Namco Sweden 1 MonsterStrike Mixi 2 Candy Crush Saga Activision Blizzard 3 Mobile Strike MZ 4 Candy Crush Soda Saga Activision Blizzard 5 Game of War – Fire Age MZ 6 Clash of Clans Supercell 7 Clash Royale Supercell 8 Hay Day Supercell 9 Hearthstone: Heroes of Warcraft Activision Blizzard 10 Farm Heroes Saga Activision Blizzard Souurce: App Annie2016 RetroSpective
  4. 4. Features of Japanese smartphone games • Influence of JRPG(Japanese RPG) • Story and (moe) Character • Core business model: gacha • 300-500 JPY/1 trial, 3000-5000 JPY/ 11 trials • Strong character can be get only by gacha • Special or tie-up events to get special characters are held too often. • Game design: most games use “party battle” and “character collection” as the gacha-optimized design. • #party members:4-6, members are replaceable • Battle: puzzle, action, strategy…any system
  5. 5. Gacha’s high profit performance: Gung-Ho’s Puzzle & Dragons 96 258 1630 1731 1543 12 93 912 943 724 0 500 1000 1500 2011 2012 2013 2014 2015 売上高 営業利益 2012: Puzzle & Dragons released 2015: 88.6% of Gung-Ho’s sales is generated by Puzzle & Dragons and related sales. sales profits (100 million JPY)
  6. 6. Pokémon GO • Released date in Japan: July 22th ,2016 • Smash hit • Installed base in Japan 17.4 million(Sep 2016) • Sales (world): 1.2billion USD • Resemblance and differences with other smartphone games in Japan • Employ “character collection” mechanism • Do not employ gacha https://venturebeat.com/2017/06/30/pokemon-go-passes-1-2-billion-in-revenue-and-752-million-downloads/
  7. 7. Our Research Interests • It is often reported that gacha often set off the serious social problems. • Children wasted money even 10000 EUR for gacha. • Gacha scrape people’s living budget. • People on welfare waste their allowance to gacha • But, there are no survey results which can be trusted -> Web Survey • Does Pokémon Go change (or even affect) the business model of smartphone game in Japan?
  8. 8. Web Survey • Smartphone game players data • N=15867 • Game player:2568 • August 10th ~11th • Questions • Age,sex,employment status,… • Maximum amount of payments for smartphone games per month • Items of expenditure which reduced after starting to play smartphone games • Important factor for smartphone games • Pokémon GO players data • N=1000 • Sex(M,F) & Age(20,30,…60) • Each 100 • August 12th ~14th • Sampling from smartphone game user data • Questions • Purchasing items • Shopping activity when playing Pokémon GO research company https://www.marsh-research.co.jp/
  9. 9. Smartphone game players data
  10. 10. 0 2 4 6 8 10 12 14 16 18 20 男性20代 Male 20's 男性30代 Male 30's 男性40代 Male 40's 男性50代 Male 50's 男性60才以上 Male 60's and above 女性20代 Female 20's 女性30代 Female 30's 女性40代 Female 40's 女性50代 Female 50's 女性60才以上 Female 60's and above 性別・年齢階層別 各タイトルプレイ率(%) Play rate (%) of each title by sex and age groups ツムツム TSUM TSUM ドラゴンボールZ DRAGON BALL Z アイマス THE IDOLM@STER グラブル GRANBLUE FANTASY FGO Fate/Grand Order ポケモンGO Pokemon GO モンスト Monster Strikes パズドラ Pazzle & Dragons
  11. 11. 0 10 20 30 40 50 60 70 男性20代 Male 20's 男性30代 Male 30's 男性40代 Male 40's 男性50代 Male 50's 男性60才以上 Male 60's and above 女性20代 Female 20's 女性30代 Female 30's 女性40代 Female 40's 女性50代 Female 50's 女性60才以上 Female 60's and above 性別・年齢階層別 各タイトルプレイ率(%,8タイトル中1タイトル以上プレイ者)N=2568 Play rate (%) of each title by sex and age groups (those who play more than 1 game title) ツムツム TSUM TSUM ドラゴンボールZ DRAGON BALL Z アイマス THE IDOLM@STER グラブル GRANBLUE FANTASY FGO Fate/Grand Order ポケモンGO Pokemon GO モンスト Monster Strikes パズドラ Pazzle & Dragons
  12. 12. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 男性20代 Male 20's 男性30代 Male 30's 男性40代 Male 40's 男性50代 Male 50's 男性60才以上 Male 60's and above 女性20代 Female 20's 女性30代 Female 30's 女性40代 Female 40's 女性50代 Female 50's 女性60才以上 Female 60's and above 合計 Total 課金額(1月あたり最高額)(有力8タイトルプレイ者)N=2568 Amount of charge (highest amount among play months) of those who play major 8 game titles Never payed 1,000円以下 not greater than 1000 yen 1,001円~5,000円 1000-5000 yen 5,001円~10,000円 5001-10000yen 10,001円~30,000円 10001-30000yen 30,001円~50,000円 30001-50000yen 50,000円以上 more than 50000yen
  13. 13. 0 5 10 15 20 25 30 男性20代 Male 20's 男性30代 Male 30's 男性40代 Male 40's 男性50代 Male 50's 男性60才以上 Male 60's and above 女性20代 Female 20's 女性30代 Female 30's 女性40代 Female 40's 女性50代 Female 50's 女性60才以上 Female 60's and above スマホゲームを始めてから支出が減った項目(「はい」と回答した%) (有力8タイトルプレイ者)N=2568 Expense items which decreased after smartphone game play ( % of yes) of those who play major 8 game titles 日常生活費 Living expenses 上記3つ以外の娯楽 Other entertainment except above items 交際費 Social expenses タバコ Cigarette パチンコ Pachinco 支出が減った項目がない人の割合 Percentage of no change of amount of expense 男性20代 Male 20's 63.1 男性30代 Male 30's 52.7 男性40代 Male 40's 60.2 男性50代 Male 50's 67.0 男性60才以上 Male 60's and above 65.7 女性20代 Female 20's 73.1 女性30代 Female 30's 73.5 女性40代 Female 40's 81.0 女性50代 Female 50's 82.4 女性60才以上 Female 60's and above 88.5
  14. 14. 0 5 10 15 20 25 30 35 40 Never payed 1,000円以下 not greater than 1000 yen 1,001円~5,000円 1000-5000 yen 5,001円~10,000円 5001-10000yen 10,001円~30,000円 10001- 30000yen 30,001円~50,000円 30001- 50000yen 50,000円以上 more than 50000yen 課金額(1月あたり最高額)× 支出が減った項目(%) N=2568 Highest amount of payment (among play months) X Expense items which decreased (%) 日常生活費 Living expenses 上記3つ以外の娯楽 Other entertainment except above items 交際費 Social expenses タバコ Cigarette パチンコ Pachinco 支出が減った項目がない人の割合(%) Percentage of no change of amount of expense Never payed 85.25 10,001円~30,000円 10001-30000yen 46.4 3 1,000円以下 not greater than 1000 yen 61.04 30,001円~50,000円 30001-50000yen 41.3 8 1,001円~5,000円 1000-5000 yen 43.25 50,000円以上 more than 50000yen 45.1 6 5,001円~10,000円 5001-10000yen 38.6
  15. 15. Pokémon GO players data
  16. 16. プレイ歴 Players experience(N=1000) 289 215 181 103 106 106 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% walk distance >50km 50~100km 101~300km 301~500km 501~1,000km 1,001km and more 677 216 78 29 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% start date July 22nd ~August 31th,2016 September~December,2016 January-July,2017 July~,2017(after version upgrade)
  17. 17. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% ゲームに興味 Interested in ポケモンシリーズが好き Like Pokemon series 身近な人がプレイ Close person play 流行ってた Popular ニュースで話題 Talked in the news 開始理由(N=1000) Reason to start playing そう思わない Not agree どちらかと言えばそう思わない Somewhat not agree どちらともいえない Neutral どちらかと言えばそう思う Somewhat agree そう思う Agree
  18. 18. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% ゲームが面白い Interesting ポケモンシリーズが好き Like Pokemon series 運動になる For exercise 他プレイヤーの交流 Communicatoin with other players 図鑑を埋めたい Completion of collection 過去の課金がもったいない For not to waste past payment 継続理由(N=1000) Reason to continue n.a. そう思わない Not agree どちらかと言えばそう思わない Somewhat not agree どちらともいえない Neutral どちらかと言えばそう思う Somewhat agree そう思う Agree
  19. 19. プレイしている場所(N=1000) Place of play 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 街の中心部 Downtown 自宅周辺 Around home 最寄り駅周辺 Around the nearest stations 通学・勤務先周辺 Places around school/work site 行きつけの場所 Places of frequent visits 初めて訪問した場所 Places of first visits ポケモンの巣 Nest of Pokemon よくプレイする Frequently 時々プレイする Sometimes ほとんどない Rarely 一度も無い Never
  20. 20. プレイの影響(N=1000) Effects of play 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 運動量が増えた Increased amount of exercise 外出頻度が増えた Increased frequency of going out 外出先バリエーションが増えた Increased variety of… 1日の活動時間が延びた Increased activity time of a day 健康になった Become healthy 友人が増えた Have more friends 家族との会話が増えた Increased communication with family そう思わない Not agree どちらかと言えばそう思わない Somewhat not agree どちらともいえない Neutral どちらかと言えばそう思う Somewhat agree そう思う Agree
  21. 21. Shopping activity 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% buy some drink café restaurant other shopping very often sometimes rare never
  22. 22. 購入したもの(%) Items purchased 50キロ未満 less than 50km 50キロ~100 キロまで 50- 100km 101キロ~300 キロまで 101- 300km 301キロ~500 キロまで 301- 500km 501キロ~1,000キ ロまで 501- 1000km 1,001キロ以上 more than 1001km モンスターボール Monster ball 14.53 32.56 39.78 27.18 18.87 18.87 お香 Incense 4.15 17.67 18.78 14.56 16.04 12.26 しあわせタマゴ Happy eggs 4.84 18.6 25.41 16.5 23.58 18.87 ルアーモジュール Lure module 3.11 12.56 12.15 12.62 14.15 9.43 ふかそうち Incubator 2.42 12.56 17.68 14.56 24.53 24.53 バッグUG Bag upgrade 2.77 14.42 12.15 13.59 21.7 26.42 ポケモンボックスUG Pokemon Box upgrade 3.11 17.67 15.47 14.56 21.7 25.47 服装・アクセサリ Clothing and accessories 4.15 9.3 9.39 11.65 9.43 6.6 プレミアムレイドパス Premium raid pass 0.69 2.33 1.66 0.97 2.83 2.83 その他 Others 0.69 2.33 1.66 0.97 2.83 2.83 無購入 No purchase 79.93 52.56 49.72 62.14 66.04 63.21
  23. 23. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 面白くなった More interesting ログイン頻度が増えた Increased frequency of login 課金額が増えた Increased payment 歩く距離が増えた Increased walk distance バージョンアップの影響(N=1000) Effect of version upgrade n.a. そう思わない Not agree どちらかと言えばそう思わない Somewhat not agree どちらともいえない Neutral どちらかと言えばそう思う Somewhat agree そう思う Agree
  24. 24. Near Shibaura Institute of Technology, Toyosu Campus(Tokyo) Many players works IHI (Ishikawajima Harima Industry) next to our campus.
  25. 25. Manseibashi (near Akihabara Station, Tokyo)
  26. 26. Short summary • Smartphone game player • Old & classic games are still popular • Puzzle & Dragons, Monster Strike, THE IDOLM@STER… • Female: tsum tsum • Pokemon Go: most popular among 50’s and 60’s • Some of them reduce social expence or even living expence • Smartphone game market affected pachinko market • Pokemon Go player • Monster ball is most purchased item. • Side economic effect(shopping, touring,…etc) is very limited.

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