Casual Games in Israel
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Casual Games in IsraelThe Israeli Casual Game Market - Recent Developments
Dudi Peles, CTO & Co-Founder QuizArt Yuval Bayrav, Senior Editor Vgames.co.il
Program in Science, Technology & Society,Bar Ilan University
April 2008
Who are we?
• Dudi Peles – CTO QuizArt
• Yuval Bayrav – Senior Editor Vgames.co.il
• Bar Ilan University (Program in Science, Technology & Society)
What are Casual Games?
• Casual Games are video games developed for the mass consumer, who would normally not regard themselves as a “gamers”.
51%51% 49%49%
62%62% 38%38%
Female Male
Over 35 Under 35
Casual Games vs Hard-Core
CharacteristicCasualHard-Core
DemographicsAll ages, male and female, 100% of population
18-35 years old males, <15% of population
Where PlayHome, work, on the way…Home
Why PlayFun, relaxation, escapeExploration, stimulation, adrenaline rush
Play Time5-15 minutes to complete level20 minutes – 2 hours to complete level
PlatformPC, Mac, TV, Phone, inexpensive console
Game consoles, hi-end PC
Game PriceFree - $20$30-$60
Our Definition
• Little preliminary “gaming knowledge” required to play
• Very flat “Learning Curve”• Very wide “Comfort Zone”
• Note: gamers play casual games as well
Casual Games Business Models
• Trial to Purchase• Advertising Supported• Subscription• Skill-based Games• Microtransactions• Mobile• Retail Boxes• In-Game Advertising & Advergaming
Trial to Purchase
• Big Fish Games: >750,000 downloads a day. Average conversion rate 1%-2%
• Xbox Live Arcade: ~1.5M downloads a day. Average conversion rate 18%
• In 2006, “Trial to Purchase” accounted for 42% of the whole market
Advertising Supported
• 34% of internet users play free games (Aug ‘07)
• Big Portals: Yahoo Games, MSN Games
• Game Portals: MiniClip, AddictingGames, NeoPets, NewGrounds, Kongregate
• Messaging Tools: ICQ, LIVE messenger
Subscription
• Club Pogo: 1.5M subscribers paying $6 a month or $35 a year (Dec ’07)
• Club Penguin: 700,000 subscribers (Aug ‘07). Acquired by Disney for $350M.
• Other Web Sites: Shockwave Unlimited, RealArcade, Big Fish Games
Skill-Based Gaming
• King.com - 190 million games played a month (Feb 2008).
• Other Web Sites:www.worldwinner.com www.gameduel.com
Microtransactions
• Kart Rider: Over 16 million Koreans (>30% of Korea's population) have played Kart Rider.
• Maple Story: 72+ million users, $16 million per month worldwide via microtransactions (Apr ’08)
Business Models - Summary
• Global Market Size in 2007: $2.25 billion.
• 20% year over year growth.
Casual games in Israel
• Major models: Internet free-to-play games, cellular games, TV set-top box games, Retail
• 50-75% of Internet users play games online – that’s 1.75-2.8M users
• In 07’-08’ we have conducted a survey among Israeli Internet casual players, with some surprising results…
The Israeli Casual Gamer
51%51% 49%49%
62%62% 38%38%
Female Male
Over 35 Under 35
25%25% 75%75%
31%31% 69%69%
Female Male
Over 35 Under 35
Based on an online survey of >10K players
Players in the Market - Advertising Supported
• Big Portals, e.g.:– Walla Fun– Nana10 Games
• Game Portals, e.g.:– www.flashy.co.il– www.netgames.co.il– www.moomoo.co.il– www.webgames.co.il
• Many players, low income
Players in the Market - Advergaming
• Usually produced by interactive companies as part of a marketing campaign, targeting young audience.
• Examples: Dibs (Nestle), Prigat, Bisli Dak (Osem), Bamba (Osem), Elite Puzzles (Elite), Shugi (Telma)…
Players in the Market - Mobile
• 300,000 downloads a month (estimate).
• Number of downloads increased by 50-60% since 2006
Players in the Market - Retail
• Casual retail is dominated by children’s games and edutainment
• Disney games, Matah, Comfy, Compedia
• Compedia has just launched a semi-online virtual world of edutainment called Peleland
New Players in the Market - Subscription
• Orange Games – by Orange (Partner)• Launched: early 2008• Price: 19.90 NIS• Offering (some of) Oberon Media games• Marketing exclusively to Orange’s existing 2.9M cellular
telephone clients
New Players in the Market - Subscription
• BGames – by Bezeq• Soft Launched: early 2008• Price: 19.90• Offering mainly older (>4 years) and non-AAA
games, edutainment• Marketing to Bezeq’s existing 2.6M telephone
clients
Players in the Market - Skill-based Games
• Play65 – by Interlogic• Launched: 2004• Offering backgammon
• More then 5M registered players• Closed (for cash games) on December 2006
and reopened at May 2007.
New Players in the Market - Skill-based Games
• Noobo• Launched: May 2007• Close to 200,000 registered users• Has a going partnership with the successful TV trivia
brand “1 Vs 100”• Hosts Popcap games (Zuma, Bejeweled)• >1.3M game sessions in the 1st month• >1M NIS played on during the first 3 months.
New Players in the Market - Skill-based Games
• Shapo – by Tapuz• Launched: January 2008• Reportedly invested $1M
Yuval
Israeli Developers
• Enabling technologies• Distributing technologies / platforms• Games ?• Casual Games ?
Summary
• The casual Israeli market is closer to the global market then the non-casual market. Casual Games are very relevant to Israel.
• Israel as a casual game market has potential and is still at its infancy
• Let the games begin…
Foe more questions: [email protected] or [email protected]