Global Monetization of Games: Emerging Markets as Drivers of Growth
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www.newzoo.com www.newzoo.com Peter Warman CEO at Newzoo London, 14 May 2013 © 2013 Newzoo
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Newzoo's CEO Peter Warman gave a key note at the Games Monetization Europe Summit in London. The presentation is entitled "Global Monetization of Games: Emerging Markets as Drivers of Growth".
Transcript of Global Monetization of Games: Emerging Markets as Drivers of Growth
www.newzoo.com www.newzoo.com
Peter Warman CEO at Newzoo London, 14 May 2013
© 2013 Newzoo
www.newzoo.com
Peter Warman CEO at Newzoo London, 14 May 2013
www.newzoo.com © 2013 Newzoo
Newzoo, Focused & Forward Looking
Clients
“We work with Newzoo because of their innovative insight of the entire gaming marketplace, including free-to-play, across all platforms”
Corey Rosemond, Plantronics, Business Development Director – Gaming
several key clients cannot be disclosed
www.newzoo.com
Additional Services Communication & Consultancy Ensuring outsiders maximize potential.
www.newzoo.com
Core Business Subscription-based online access to data. 80% do it yourself, 20% custom analysis. Entry level static PDF reports.
US UK GER FR IT ES BE NL RU BR PL TR AUS CHN KOR TW JP
NEW: Mobile Games Data Report: €749,- Global Games Market Report: €1,490,-
Newzoo, Global Picture, Local Insights
www.newzoo.com
Annual subscriptions at €4k per country
Exploring | Franchise Popularity
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26% of 6.0M Polish MMO Gamers play World of Tanks: 1.6M People.
Graph exported directly from the Newzoo Data Explorer | Data of March 2013
Exploring | Marketing Channels
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14% of 4.8M British F2P MMO Gamers that spend money on F2P MMOs, like Shooters and play on game websites, frequently visit Games.co.uk: 670,000 Brits
Graph exported directly from the Newzoo Data Explorer | Data of March 2013
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43% is Male aged 21 to 35
25% is Female aged 21 to 35
Graph exported directly from the Newzoo Data Explorer | Data of March 2013
Clash of Clans vs Candy Crush | Age/Gender
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Clash of Clans vs Candy Crush | Core, Casual, Mid-Core Gamers
42% of Clash of Clans players consider themselves “Core gamers”
45% of Candy Crush players consider themselves “Casual
gamers”
Graph exported directly from the Newzoo Data Explorer | Data of March 2013
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Clash of Clans vs Candy Crush | Use of General Web Destinations
67% of US Candy Crush players frequently visits Amazon.com (vs 58% for CoC players)
Graph exported directly from the Newzoo Data Explorer | Data of March 2013
32% of US Clash of Clans players frequently visits ESPN.com (vs 17% for CC players)
Mobile Downloads vs Revenues Candy Crush (YTD till March 21, for a “large” number of countries)
Downloads Revenues
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Local differences can be huge Two neighbouring EU countries with different profiles
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The Global Games Market | 2013E
Per Region Based on financial company data, primary consumer research and actual transactions.
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Source: 2013 Global Games Market Report Out June 6 (€1,490) Webinars on 4 & 5 June
www.globalgamesmarket.com
The Global Games Market | 2013E
Per Segment Based on financial company data, primary consumer research and actual transactions.
www.newzoo.com
Source: 2013 Global Games Market Report Out June 6 (€1,490) Webinars on 4 & 5 June
www.globalgamesmarket.com
www.newzoo.com www.newzoo.com © 2013 Newzoo
traditional new
ENTERTAINMENT SCREEN
COMPUTER SCREEN
FLOATING SCREEN
PERSONAL SCREEN
MMO’S MOBILE
CONSOLE PC/MAC
SOCIAL/CASUAL
CONSUMER CONSUMER
1. Screen Segmentation, No Jargon
Future proof To understand the changes in the games market and identify future growth opportunities, monitoring only revenues and using traditional segmentation does not suffice. Too much jargon. Too tech-driven.
www.newzoo.com
Newzoo Screen Segmentation ModelTM
The Global Games Market | 2013E
Per Screen Based on financial company data, primary consumer research and actual transactions.
www.newzoo.com
Source: 2013 Global Games Market Report Out June 6 (€1,490) Webinars on 4 & 5 June
www.globalgamesmarket.com
ENTERTAINMENT SCREEN
COMPUTER SCREEN
FLOATING SCREEN
PERSONAL SCREEN
CONSUMER
Screens
Connectors
SOCIAL NETWORKS
THE CLOUD
THE REAL WORLD
PLAYERS MONEY TIME PAYERS
Growth KPIs
© Newzoo
2. Growth KPIs, More than Money
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Growth KPIs, UK 2013, YoY
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ENTERTAINMENT SCREEN
COMPUTER SCREEN
FLOATING SCREEN
PERSONAL SCREEN
CONSUMER
Screens
© Newzoo
PLAYERS PAYERS PLAYERS PAYERS PLAYERS PAYERS
34.7M 21.3M +3% YoY +0% YoY
ALL SCREENS 9.5M / 27%
+8%
24.6M / 74% 30.8M / 89%
13.5M / 39% 25.6M / 74%
63%
63%
49%
40%
PUBLIC VERSION LIMITED DATA
PUBLIC VERSION LIMITED DATA
PUBLIC VERSION LIMITED DATA
PUBLIC VERSION LIMITED DATA
www.newzoo.com
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United States
Japan
China
United Kingdom
Australia
Canada
France
Germany
Korea
Taiwan
Italy
Switzerland
Russia
Singapore
Sweden
Hong Kong
Brazil
Netherlands
Spain
Thailand
RANK COUNTRY TOP GAME
United States
United Kingdom
China
Australia
Canada
Russia
Germany
France
Japan
Italy
Netherlands
Korea
Brazil
Mexico
Switzerland
Spain
Taiwan
Norway
Denmark
Sweden
COUNTRY TOP GAME
Korea
Japan
United States
United Kingdom
Germany
Australia
France
Russia
Canada
Spain
Singapore
Hong Kong
Italy
Brazil
Sweden
Norway
Thailand
Switzerland
Netherlands
Denmark
COUNTRY TOP GAME
iPhone AppStore
iPad AppStore
Google Play Store
these rankings are published monthly on www.newzoo.com/free/rankings
Top Countries per AppStore| March
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Emerging? E.g. Russia is not an Emerging market but an explosive growth market surpassing Germany in iPad game spending.
1. Room for Growth | 2013E
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32.4% 23.2%
16.3% of all people 73.5% of money
Source: 2013 Global Games Market Report www.globalgamesmarket.com
Online Population >20% growth YoY
PUBLIC VERSION LIMITED DATA
PUBLIC VERSION LIMITED DATA
PUBLIC VERSION LIMITED DATA
2. Accelerating Growth | 2013E
Global GDP Countries with the lowest share in the games market have the highest growth in online population as well as in GDP.
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Source: 2013 Global Games Market Report www.globalgamesmarket.com
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>38% of Console Gamers never spend
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26% of 13.8M British MMO Gamers spends €5 or more per month. 41% of 25.6M Console Gamers. 9% of 27.7M Mobile Gamers
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Conversion is key, Payment Methods
Source: GlobalCollect Whitepaper: The Shifting Video Games Landscape
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Changing to Services can be Evil Forces of Change
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Organisational Impact Games as a Service New competences required and …
what is the role of the publisher?
• Creative led-design team
• Art and production pipelines
• Client-side Engineering
• Production management
• Quality Assurance
Traditional studio fundamentals
User Acquisition, Distribution, Community
Live Ops Content build, Monitoring, Deployment, Cloud Mngmt
Big Data, Business Intelligence, Product Strategy
GaaS Technology Scalability, Security, Efficiency, Content Management
New competences required to run
GaaS
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Source: Keynote Dave Bailey, Mediatonic at 2013 Azure Gaming Summit
Organisational Change Is the key challenge of today Game
Monetisation Europe
Responsibilities 3 yrs ago
User-data
Product Strategy
User Acquisition
Distribution
Creative
Post Launch (DLC)
Build
Localisation
Community
IP/Legal
Content
Developer Publisher
Funding
Platform
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QA
Source: Keynote Dave Bailey, Mediatonic at 2013 Azure Gaming Summit
Responsibilities Now
User-data
Product Strategy
User Acquisition
Distribution
Creative
Post Launch (DLC)
Build
Localisation
Community
IP/Legal
Content
Developer Publisher
Funding
Platform
www.newzoo.com
Retention
Analytics
Devops
QA
Source: Keynote Dave Bailey, Mediatonic at 2013 Azure Gaming Summit
Understand & Size Change And you will own an Island Game
Monetisation Europe
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Peter Warman, [email protected] CEO at Newzoo London, 14 May 2013
© 2013 Newzoo
