digital kids summit 2013: michael cai, senior vice president of research, interpret
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Globally Speaking – Trends and NumbersTRANSCRIPT
Kids PresentationMichael Cai, SVP of Research, Interpret
Who Are We?
2
Theatrica
l/D
VD
/TV
Advertisin
g/
Media
Pla
nnin
g
Video Games
Gamer
Physical Media Download Portable Games
Connected Consoles
Online Casual Gaming
Download PC Games (Steam,
etc.)Social Network
GamingSub-based
MMO
Free 2 Play MMO
Virtual Worlds
Smart Phone Apps
iPad and Tablet
N=36,000 PER WAVE10 COUNTRIES 6-12 & 13-65
MARKET SIZING
ATTITUDESBEHAVIOR
KEY TRENDS
TWICE A YEAR
GameByte™ Overview
124 Millionkids 6-1281 Million
Acti ve Internet Users
68 Million Gamers (84%)
31 MillionRetail Console Gamers
17 MillionSmartphone Gamers
14 MillionTablet Gamers
18 MillionFree-to-Play PC Gamers
$2.4 Billion
spent on games for kids 6-12in the past 6 mos.
7
What Gaming Device Do You Like Most?
PS3: 11%
Wii: 13%Computer: 15%
Xbox 360: 16%Tablet: 17%
8
Percent of Kids Who Own Their Gaming TabletAmong Parents of Kids Gamers Who Play On Each Device (Base Varies)
US UK FR DE AU
36%
49%43%
28% 30%
19%
28%
3%10%
27%
Android Tablet iPad
UK FR DE US AU CN JP KR RU BR
45%
21% 25%
40%
58%
36%
20%
33% 34% 38%
23%
11%4%
30%
19% 17%8%
29%21%
27%
Full-Game DownloadsIn-Game Items
Conversion Rate for Each Type of Mobile Purchases
Conversion Rates for Kids Mobile Games
• Parents are willing to spend $10-20 for quality tablet games.• Overwhelming preference for full-gam downloads.
Top Kids F2P/MMO PC Games
10
Aware EverPlayedClub Penguin
Moshi Monsters
WebkinzBin Weevils
Dofus
Habbo
World of WarcraftPoptropica
FIFA Online 2 World of Tanks
Counter Strike Online
MapleStory
Lineage
Vegemon Farm
Chocotto Land
Wizard 101
Movie Star Planet
Kartrider
11
US UK FR DE AU CN JP KR RU BR
14%20%
7%4%
15% 13% 12%
28%
19% 18%
30%
23%
11%
4%
31%
12%18%
38%
31% 31%
Premium MembershipsIn-Game Items
Conversion Rates for Kids F2P Games
Paid Conversion Rate
12
Top F2P Spending Drivers for Kids
• Korean and US kids are especially driven by character customization. • Japanese kids are very unmotivated by this.
Character CustomizationSpecial Item Only Available with Real Money
Finished All Free ContentSpecial Item Hard to Earn without Spending Money
Want Content Exclusive to Premium Membership
13
5
10
15
8.67.2 8.3 7.6
13.3
Smart Toys – SkylandersAmong Total Respondents
UK FR DE US AU
20% 19%11%
19% 19%
% Own Skylanders Toys
Mean # of SkylandersToys Owned
(Among owners)
% Aware of Skylanders
41%32%
19%
36%47%
14
Interest in Smart Toy IPs Among US Kids% Selected 5/4 On a 5-Point Interest Scale; Among Total Respondents#
55%51%
40%39%
37%37%
34%32%32%
30%28%28%
24%
Mario, Link, other Nintendo characters
Disney Infinity
Avengers characters
Star Wars characters
Batman characters
Harry Potter characters
X-Men characters
Pokemon Rumble U
American Girl doll characters
Barbie characters
Moshi Monsters characters
Skylanders
Rayman/Rabbids characters$1.5B
300K Units in 2w
Contact Info
Yuanzhe (Michael) Cai蔡元喆
SVP of Research, Games and TechnologyInterpret, LLC227 Broadway
Suite 300Santa Monica, CA 90401
[email protected]: 310.255.0590 x343GVoice: 214-9379866
F: 310.255.0591www.interpretllc.com
Twitter: @InterpretLLC |@InterpretData