social gaming in latin america (social gaming summit 2011)

SOCIAL GAMING IN LATIN AMERICA

@diemel

¡HOLA!

Placing Latam in the map

The gamers

The game makers

The conquistador’s quick guide

THIS BIT

REGION OF THE AMERICAS WHERE ROMANCE LANGUAGES (I.E., THOSE

DERIVED FROM LATIN) – PARTICULARLY SPANISH AND PORTUGUESE, AND

VARIABLY FRENCH – ARE PRIMARILY SPOKEN. WIKIPEDIA

580M PEOPLE IN +20 COUNTRIES

205M PEOPLE ONLINE

81.9% REACH SOCIAL NETWORKS

31M SMARTPHONES SOLD IN 2010

FACEBOOK & ORKUT DOMINATE

E-COMMERCE IS EXPLODING

A LOT OF PEOPLE ALREADY PLAYING,

STILL GROWING FAST

TOTAL POPULATION200 MILLION

INTERNET POPULATION41 MILLION

ACTIVE PLAYERS35 MILLION 47% spend money on games

Social Gaming

Casual G

ames

Mobile

MM

Os

Console

PC/MAC B

OX

PC/MAC D

WNLD

BRAZIL ONLY...

300300380320180300220

USD 2,000,000,000 TO BE SPENT ON GAMES IN 2011

SOURCE: GLOBAL COLLECT

2003 2004 2005 2006 2007 2008 2009

1,8863,042

4,885

7,562

10,573

15,645

21,775

B2C E-COMMERCE EXPLODING

1,054% GROWTH

LATIN AMERICA B2C ECOMMERCE TRANSACTIONS IN USD MILLIONS

SOURCE: COMSCORE MEDIA METRIX, FEBRUARY 2010

%42.1%40.1

%30.2

%17.1%15.2

%13.3%11.5

%13.5

%15.6

%13.6

%8.5

%7.8

%5.2

%12.3

%4.4

Latin AmericaMiddle East / Africa

EuropeNorth America

Asia Pacific

SOCIAL NETWORKING & ENTERTAINMENT TAKE THE LION SHARE OF WEB USER’S TIME

SOURCE: COMSCORE MEDIA METRIX, FEBRUARY 2010

Social Networking Entertainment/Games Email

BRAZIL IS FACEBOOK’S 5TH LARGEST COUNTRY

Asia42%

Europe24%

North America14%

LATAM10%

Africa6%

MEA3%

Oceania1%

FASTEST GROWING INTERNET AUDIENCE

Y/Y Growth

+23%

+9%

+12%

+10%

+15%+15% +15%

SOURCE: COMSCORE WORLD METRIX, FEBRUARY 2010

LATAM MARKET FOR VIRTUAL ITEMS 2010

SOURCE: SUPERDATA MARCH 2011

TOTAL MARKET SIZE2010: $ 336M2014: $ 624M

THE BRAZILIAN SOCIAL GAMER

WHICH SOCIAL NETWORKS DO YOU USE?WHICH SOCIAL NETWORKS DO YOU USE? MORE OFTEN?

ORKUT 72% 49%

FACEBOOK 67% 51%

TWITTER 29%91% ARE ON SOCIAL NETWORKS

DO YOU PLAY GAMES?DO YOU PLAY GAMES?

ORKUT 22%

FACEBOOK 23%

MEN 20%

WOMEN 26%

DO YOU PLAY GAMES? (BY AGE)DO YOU PLAY GAMES? (BY AGE)

14-17 31%

18-24 29%

25-34 28%

35-44 19%

45-54 18%

55+ 15%

SOURCE: LIVRA PANELS & ATOMMICA JULY 2011 (4,000 ONLINE INTERVIEWS)

LOCAL CONTENT SEEMS TO BE KEY

25%

50%

75%

100%

Puerto RicoColombia

VenezuelaMexico

ChileAgentina

Brazil

AUDIENCES CONSUME IN THEIR OWN LANGUAGE

SOURCE: COMSCORE CUSTOM ANALYSIS OF PAGE VIEWS BY LANGUAGE

English Local Language Other

PEOPLE WANT TO PLAY IN THEIR OWN LANGUAGE

WHAT LANGUAGE DO YOU PREFER TO PLAY IN? (BRAZIL)WHAT LANGUAGE DO YOU PREFER TO PLAY IN? (BRAZIL)

PORTUGUESE 95%

SPANISH 0%

ENGLISH 5%

TOP THREE GAMES ON ORKUT

1. MINI FAZENDA

2. MEGACITY

3. CAFEMANIA

SOURCE: LIVRA PANELS & ATOMMICA JULY 2011 (4,000 ONLINE INTERVIEWS) / MEERKUT NOV 2011

PEOPLE DON’T PAY AS MUCH

WHAT AND HOW PEOPLE SPEND IN BRAZIL

FROM THE PLAYERS, WHO SPENT MONEY IN LAST 12 MONTHSFROM THE PLAYERS, WHO SPENT MONEY IN LAST 12 MONTHS

ORKUT 18%

FACEBOOK 14%

MONEY SPENT MONTHLY IN MOST USED GAME (IN USD)MONEY SPENT MONTHLY IN MOST USED GAME (IN USD)

$0.5 - $5 19%

$6 - $11 41%

$12 - $16 16%

$17 - $22 8%

$23+ 16%

SOURCE: LIVRA PANELS & ATOMMICA JULY 2011 (4,000 ONLINE INTERVIEWS) / PLAYSPAN

31% IN THE US

Facebook

Orkut 18%

21%

7%

9%

9%

8%

28%

44%

28%

16%

SMS Debit Card Credit Card Transfer Bank Deposit Prepaid Cards Other

HOW DO THEY SPEND IT?

SOCIAL GAMERS WITH CREDIT CARDSSOCIAL GAMERS WITH CREDIT CARDS

ORKUT 51%

FACEBOOK 64%

SOURCE: LIVRA PANELS & ATOMMICA JULY 2011 (4,000 ONLINE INTERVIEWS)

PAYMENT & MARKETING INFRASTRACTURE / ECOSYSTEM

POOR & COMPLEX

HIGH DECLINE RATES FOR CREDIT CARDS

HIGH COMISSIONS FROM CARRIERS FOR MOBILE

BANK DEPOSIT ABOUT 20%

DIFFERENT TOOLS FOR DIFFERENT COUNTRIES

MARKETING TOOLS UNDERDEVELOPED

THE PROBLEMS

THERE IS (A LOT OF) TALENT AND LOCAL COMPANIES DOING WELL

GAME COMPANIES MAP

HTTP://MEERKUT.COM

MOBILE IS HEATING UP

%10

%20

%30

20072008

20092010

20112012

20132014

2015

SMARTPHONE PENETRATION PER CAPITA IN LATAM

SOURCE: CREDIT SUISSE 2011

SMARTPHONES IN BRAZIL

Games58%

Other apps42%

APPS INSTALLED

Nokia35%

Apple10%Samsung

18%

Blackberry5%

Motorola11%

LG8%

Others13%

SOURCE: GRUPO MOBI / MCCANN 2011

BRANDS

SOME TIPS

NOT A GOOD IDEA TO IGNORE LATAM

LOCALIZE AND HAVING LOCAL CONTENT IS KEY

PEOPLE SPEND LESS, BUT CHEAPER TO BUY

ALTERNATIVE NETWORKS ARE RELEVANT

BRAZIL VS THE REST OF LATAM

CONQUISTADOR GUIDE

WHAT IS ?

WE PUBLISH AND MONETIZE SOCIAL & MOBILE GAMES IN LATIN AMERICA

HTTP://ATOMMICA.COM HTTP://JAMPP.COM

¡GRACIAS! @DIEMELDIEGO@ATOMMICA.COM

PHOTO CREDITS

Rio de Janeiro 256  - Adam Reederhttp://www.flickr.com/photos/adamreeder/6321103568/

CRISTO - MARCIOFLEURYhttp://www.flickr.com/photos/marciofleury/4326678706/

Sky - Monkeyatlargehttp://www.flickr.com/photos/monkeyatlarge/16645379/

Mexico Skyline - El Nagualhttp://www.flickr.com/photos/elnagual/66450715/

Craig Bellamy - Shawdmhttp://www.flickr.com/photos/shawdm/84741285/

Hablo Español - peterpunk77http://www.flickr.com/photos/peterpunk/506328470/in/photostream/

Registradora1 - juantiagueshttp://www.flickr.com/photos/juantiagues/5496872192/

N97: Console - bfishadowhttp://www.flickr.com/photos/bfishadow/3591928186/

Sir Dano - Joriel "Joz" Jimenezhttp://www.flickr.com/photos/joriel/2845792224/sizes/o/in/photostream/

Local Heroes - John Spoonerhttp://www.flickr.com/photos/johnspooner/2297191042/in/photostream/