how kids are destroying gaming (and everything else)

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How kids are destroying gaming (and everything else) #GameHorizon

@MRDYLANCOLLINS

“You are one of the most unreasonable, stubborn and arrogant people I have ever met”

Former girlfriend

“I agree with your former girlfriend”

Anonymous Investor

Founder

Chairman

Angel investor

Board Advisor

Private equity

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;

MOBILE/TABLET WEB

AT HOME/IN BEDROOM

BRANDS NOW NEED TO REACH KIDS ON MULTIPLE PLATFORMS

24hrs in the life of a kid

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

100+ BRANDS AND AGENCY CLIENTS INCLUDING:

TRUSTED WITH BILLIONS OF DOLLARS IN BRAND VALUE

30M KIDS…SO WHAT DO WE SEE?

Kids Digital Landscape

TABLET USE HAS INCREASED DRAMATICALLY – THREAT TO CONSOLES

What exact present would you like to unwrap on Christmas day?

-2000 kids, 8-14 (equal split boy/girl)

Source: SuperAwesome Research, September 2013

TOP 10 USED APPS IN 2013 (8-10)

1. 2. 3. 4.

5. 6. 7. 8.

9. 10. Source: SuperAwesome Research, 2013 (8-10s)

FACEBOOK IS LOSING KIDS, YOUTUBE REMAINS DOMINANT

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

THERE HAS BEEN A POWER SHIFT TO VOD

Source: IHS Screen Digest 2013

% 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)

MORE KIDS WATCH MULITIPLE SCREENS THAN EVER BEFORE

Only 18% say they never use multiple screens

Source: SuperAwesome Research 2013

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

TEENAGE YEARS: SOCIAL NETWORKING OVERTAKES READING

11% read once a week

8 to 12 13 to 18Every day

TVUse normal appsUse game appsReadSocial networksWatch videos onlineMagazinesCinema

GIRLS’ DAILY MEDIA USE , 8-12 v 13-18

source: SuperAwesome Research 2014

DISCOVERY

“I’ve got 99 problems but a good kids content discovery platform isn’t one”

SERIES REMAIN EXTREMELY POPULAR

• 75% “will finish a series they start”

• 83% of girls 12-14 say the same.

Source: SuperAwesome Project Rider Survey 2014

THE OPPORTUNITY: ENGAGE KIDS WITH DIGITAL BOOK CONTENT

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

CHAT APPS & MOBILE GAMES

Source: SuperAwesome Research, April 2014

CHAT IS CHANGING FOR KIDS

Source: SuperAwesome Research, December 2013

CHAT APP USE AMONGST KIDS

Source: SuperAwesome Research, December 2013

FAVOURITE THING ABOUT CHAT APPS

2014: PREDICTIONS

USE OF CHAT APPS

Source: SuperAwesome Research, December 2013(%s of those using chat apps)

IS SNAPCHAT NEXT?

MOBILE GAMING – THE KIDS ECOSYSTEM

70%+ 60%+ 50%+ 35%+

% OF KIDS PLAYING

Source: SuperAwesome Research: 2013

HOW BRANDS MUST ADAPT

THE NEXT GENERATION CHANGES EVERYTHING

Jordan Casey (age 13)- One of Apple’s youngest

developer- Started programming age 9- Founder & CEO of Casey

Nick D’Aloisio (age 18)- Youngest recipient of venture

capital, at 15- Sold Summly to Yahoo in

March 2013 for £30m

...AND THEY WILL CREATE

+44 203 668 6677 | INFO@SUPERAWESOME.TV | WWW.SUPERAWESOME.TV

@MRDYLANCOLLINS@GOSUPERAWESOME

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