How kids are destroying gaming (and everything else)
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Transcript of How kids are destroying gaming (and everything else)
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How kids are destroying gaming (and everything else) #GameHorizon
@MRDYLANCOLLINS
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“You are one of the most unreasonable, stubborn and arrogant people I have ever met”
Former girlfriend
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“I agree with your former girlfriend”
Anonymous Investor
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Founder
CEO
Chairman
Angel investor
Board Advisor
VC
Private equity
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Platform fragmentation
Huge behavior change
Lack of good data
*Digital marketing spend of $200M (UK) + $800M (US) based on estimates from Nielsen, Ofcom, FTC and industry sources.
Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv
OVER $1B SPENT ANNUALLY MARKETING TO KIDS/TEENS
THE PROBLEM: KIDS AND TEENS ARE HARDER TO REACH THAN EVER
RESULT: FRUSTRATED MEDIA BUYERS, DILUTED BRAND RELATIONSHIPS
• Current generation of kids very different to any we’ve seen before
• Much earlier exposure to technology, internet and gaming
• Dominant brands for kids today are increasingly new entrants (Rovio, Moshi Monsters, Minecraft) versus traditional incumbents (Disney, Hasbro)
• Content now being interacted with (tablet) versus passively engaged (TV)
• Restrictions on data-gathering (e.g. COPPA) vastly reduce availability of data on behaviour, sentiment and audience trends.
• Much kids/teens research conducted via parents who give ‘idealised’ responses about their kids
• Kids scattered on every device;
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Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv
MOBILE/TABLET WEB
AT HOME/IN BEDROOM
BRANDS NOW NEED TO REACH KIDS ON MULTIPLE PLATFORMS
24hrs in the life of a kid
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Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv
THE #1 KIDS MARKETING PLATFORM IN THE WORLD
30M KIDS EVERY
MONTH!
MOBILE/TABLET WEB
AT HOME/IN BEDROOM
SUPERAWESOME: An integrated marketing platform designed for a new generation of kids
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Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv
100+ BRANDS AND AGENCY CLIENTS INCLUDING:
TRUSTED WITH BILLIONS OF DOLLARS IN BRAND VALUE
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30M KIDS…SO WHAT DO WE SEE?
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Kids Digital Landscape
Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv
TABLET USE HAS INCREASED DRAMATICALLY – THREAT TO CONSOLES
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What exact present would you like to unwrap on Christmas day?
-2000 kids, 8-14 (equal split boy/girl)
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Source: SuperAwesome Research, September 2013
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TOP 10 USED APPS IN 2013 (8-10)
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1. 2. 3. 4.
5. 6. 7. 8.
9. 10. Source: SuperAwesome Research, 2013 (8-10s)
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FACEBOOK IS LOSING KIDS, YOUTUBE REMAINS DOMINANT
Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv
Source: OnTrack Report 2010-14, 4-18 year olds,
What is your favourite website?
• 49% > 8 use Facebook (2012: 54%)
• 47% check in “whenever I can”
• 70% use YouTube
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THERE HAS BEEN A POWER SHIFT TO VOD
Source: IHS Screen Digest 2013
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Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv
% Favourite1. YouTube 61%2. Facebook 7%3. CBBC 7%4. Vine 3%5. Instagram 3%
YOUTUBE IS UTTERLY DOMINANT
Source: SuperAwesome Research, November 2013n=687 (age 8-16)
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MORE KIDS WATCH MULITIPLE SCREENS THAN EVER BEFORE
Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv
Only 18% say they never use multiple screens
Source: SuperAwesome Research 2013
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Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv
GIRLS USE MULTIPLE SCREENS MUCH MORE THAN BOYS
• 3x the number of 11-13 year old girls watch TV, surf the internet and use their phones than boys
Source: SuperAwesome Research 2013
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Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv
TEENAGE YEARS: SOCIAL NETWORKING OVERTAKES READING
11% read once a week
8 to 12 13 to 18Every day
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
TVUse normal appsUse game appsReadSocial networksWatch videos onlineMagazinesCinema
GIRLS’ DAILY MEDIA USE , 8-12 v 13-18
source: SuperAwesome Research 2014
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DISCOVERY
“I’ve got 99 problems but a good kids content discovery platform isn’t one”
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SERIES REMAIN EXTREMELY POPULAR
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• 75% “will finish a series they start”
• 83% of girls 12-14 say the same.
Source: SuperAwesome Project Rider Survey 2014
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THE OPPORTUNITY: ENGAGE KIDS WITH DIGITAL BOOK CONTENT
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Kids (and parents) can get the reading experience for much less than anticipated
£5.95: price guessed 9-14 year olds*
£3.42: average price of a UK eBook
Source: *SuperAwesome Project Rider Survey 2014, **www.publishingtechnology.com
EBOOKS: A BIG OPPORTUNITY TO ENGAGE KIDS
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CHAT APPS & MOBILE GAMES
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Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv
Source: SuperAwesome Research, April 2014
CHAT IS CHANGING FOR KIDS
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Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv
Source: SuperAwesome Research, December 2013
CHAT APP USE AMONGST KIDS
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Source: SuperAwesome Research, December 2013
FAVOURITE THING ABOUT CHAT APPS
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2014: PREDICTIONS
USE OF CHAT APPS
Source: SuperAwesome Research, December 2013(%s of those using chat apps)
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IS SNAPCHAT NEXT?
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Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv
MOBILE GAMING – THE KIDS ECOSYSTEM
70%+ 60%+ 50%+ 35%+
% OF KIDS PLAYING
Source: SuperAwesome Research: 2013
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35
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HOW BRANDS MUST ADAPT
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Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv
THE NEXT GENERATION CHANGES EVERYTHING
Jordan Casey (age 13)- One of Apple’s youngest
developer- Started programming age 9- Founder & CEO of Casey
Games
Nick D’Aloisio (age 18)- Youngest recipient of venture
capital, at 15- Sold Summly to Yahoo in
March 2013 for £30m
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...AND THEY WILL CREATE
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Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv