understanding tomorrow’s gamers, today! – a detailed analysis of european gaming kids

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Global client base including most film studios, game publishers, toy companies, and many digital media companies

•Quantitative experience include online surveys, ad tests/campaign research, advanced modeling/pricing, segmentations, brand health trackers, A&U research, CSAT, etc.

Years of experience conducting multi-national qualitative and quantitative projects

•Professionally trained in-house moderators and interviewers •Pool of freelance multilingual moderators on hand •Access to “on location” recruiters to ensure the most qualified respondents

Qualitative methodology experience include focus groups, in-depth interviews, dyads, immersion groups, ideations, concept tests, creative tests, ethnography, etc.

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5

GameByte® Kids Sampling Methodology

Respondent Requirements

Survey Modules

Survey Conducted March 2015

Respondents

6

Research Coverage

Download Portable Games

Connected Consoles

Online Casual Gaming

Download PC Games

(Steam, etc.)Social

Network Gaming

Sub-based MMO

F2P MMO

Virtual Worlds

Smart Phone Apps

iPad and Tablet

Gamer

Physical Media

7

Agenda• Entertainment Wallet Share

• Device Timeshare

• Brand Mindshare

• Gaming Motivations

• Top Mobile Genres/Titles

• Mobile Gaming/Spending Behavior/Attitudes

• Minecraft

• Console Gaming

Entertainment Walletshare

8

NOTE: “Other” includes Electronic entertainment devices, Movies in theaters, Books, Movies at home, and MusicS18a Please indicate how much money you spent for your children 6-12 on each of the following in the past 6 months.

• UK leads in game expenditure, partially due to its higher game costs and to its greater willingness to spend.

• FR spends heavily on toys, as compared to games.

• FR is more frugal overall but DE is most frugal about gaming.

US UK DE FR

Six Month Kids Walletshare N=400 Parents of Kid Gamers 6-12

Video games

Toys

Ent. branded merch (not toys or books)

Other

Total Average Spend On Entertainment

Past Six Months

$75

$82

$23

$130

$160

$131

$43

$231

$143

$98

$34

$186

US UK DE FR

$460 $565

$310 $337

$89

$112

$22

$114

Bought a full physical home console game

Bought a full digital home console game

Bought DLC on a home console

Bought a physical handheld game

Bought a full digital handheld game

Bought a full mobile game

Bought in-game items for a mobile game

Bought a full digital PC game

Bought a full physical PC game

Bought in-game items for F2P/subMMO (PC )

Paid subscription for F2P/subMMO (PC )

$40

$13

$9

$14

$3

$9

$9

$8

$12

$7

$6

$56

$17

$9

$16

$3

$8

$6

$10

$12

$6

$8

$34

$6

$3

$20

$1

$3

$2

$3

$8

$2

$3

$22

$5

$3

$11

$1

$5

$2

$6

$10

$2

$3

Average Expenditure Per Each Type of Game, Past 6 Months N=400 Parents of Kid Gamers 6-12

Game Expenditure

Q S18 You answered that you have spent money on your children 6-12 on the following gaming activities in the past six months. Please indicate how much money you spent for your children 6-12 on each of the following gaming activities in the past 6 months.

US UK DE FR

• Physical console games still dominate, but digital purchase and F2P items are growing in share.

• Handheld games still capture a decent share in France.

10

Device Timeshare

S5b And of the hours your children 6-12 spend playing videogames during a typical week on devices you own, how many hours are spent playing videogames on each of the game systems you own?

11.0

Timeshare Across DevicesN=400 Total Gamers 6-12

11.2

8.0

7.5

US

UK

DE

FR

14%

17%

12%

14%

28%

32%

23%

26%

10%

10%

18%

24%

12%

11%

12%

12%

19%

15%

13%

9%

18%

15%

21%

14%

8th Gen 7th Gen Handheld Console Computer iPhone/iPad/iPod Touch Android Phone/Tablet

Average Weekly Gaming Hours

Home Consoles Handhelds Computer Mobile Devices

• UK kids gamers lead in home console timeshare and total gaming time.• Handheld consoles are still a big part of many FR kids’ gaming diets. • Android enjoys strong lead over iOS in Germany.

Most-Named Play Brands (Unaided)N=400 Total Gamers 6-12(New question in Wave 4)

NintendoSony/PSMS/Xbox

LEGOMarioBarbie

PlaymobilDisney

MS/XboxNintendoSony/PS

LEGOMinecraftApple/iOS

DisneyBarbie

LEGONintendoSony/PS

PlaymobilBarbie

MS/XboxEA

Mattel

NintendoMS/XboxSony/PS

LEGOMinecraftApple/iOS

DisneyBarbie

Top-of-Mind Play Brands

G0 When you think about playing in general, what three brands come to mind right away?

• Console makers generally were the top-of-mind gaming brands, but LEGO often comes closely behind.

• In fact, LEGO is the top-of-mind brand in DE.

Reasons to Play

12G13 Kids like video games for different reasons. Now please think about why you like video games and rate the importance of each of the following reasons to you.

• UK Gamers are drawn to creation and exploration.

• DE Gamers are drawn to fun and playing with friends.

• FR Gamers are relatively more attracted to the thought of Improving their in-game skills.

Fun

Create things

Play with friends

ExploreKnown characters

Improve Skills

Learn things

15%

65%

US

UK

DE

FR

Reasons for Playing Video GamesN=400 Total Gamers 6-12

Selecting Top Box out of a scale of 5

13

Matching puzzle games

Physics puzzle games

Runner games

Life/pet simulation games

Farm/city management games

38%

33%

30%

28%

23%

Top 5 Mobile Genres

ST3 What types of games do you play on a smartphone, iPod Touch or tablet? Pick all the ones you play on smartphone, iPod Touch or tablet.



Runner games

World-building games


42%

40%

29%

22%

19%

• Empire and tower defense games, and life/pet sim games are more popular in Europe than in the US.

• DE uniquely enjoys racing games while the US has a strong taste for world builders

• All Western markets rank matching and physics puzzles in the top two.

US UK

DE FR

N=338 Mobile Gamers 6-12 N=332 Mobile Gamers 6-12

N=293 Mobile Gamers 6-12 N=266 Mobile Gamers 6-12



Empire And Tower games



40%

34%

23%

22%

20%



Empire And Tower games


Racing games

37%

30%

25%

25%

20%

% Playing Each Genre on Smartphone or

Tablet

14

Candy Crush Saga

Angry Birds

Minecraft Pocket

Temple Run

Temple Run 2

49%

62%

26%

33%

25%

20%

19%

16%

10%

10%

Angry Birds

Candy Crush Saga

Candy Crush Soda Saga

Clash of Clans

Minecraft Pocket

52%

37%

18%

12%

13%

16%

14%

8%

8%

6%

Candy Crush Saga


Angry Birds

Clash of Clans

Farm Heroes Saga

55%

33%

53%

20%

19%

23%

22%

20%

14%

10%

Angry Birds

Candy Crush Saga

Minecraft Pocket

Fruit Ninja


66%

52%

25%

30%

21%

22%

17%

17%

12%

12%

Currently PlayingEver Played

Top 5 Mobile Titles

St9a Which of the following mobile games have you ever played? ST9b Which of the following smartphone , iPod Touch, or tablet games are you currently playing? / ST9b Which of the following mobile games are you currently playing?

• The active player base of AB and CC is waning.

• Minecraft Pocket is gaining ground, with high % of actives.

• CoC is popular among kids in DE and FR.

USN=338 Mobile Gamers 6-12

UKN=332 Mobile Gamers 6-12

DEN=293 Mobile Gamers 6-12 N=266 Mobile Gamers 6-12

Top 5 Mobile Titles Ever and Currently Played

FR

15

Mobile Frequency and Session Duration

ST17a1 How often do you play games on a smartphone, iPod Touch, or tablet? ST17b1 When you play games on a smartphone, iPod Touch, or tablet, how many minutes do you play before taking a break?

43%

42%

40%

38%

28%

31%

42%

35%

Daily Weekly

Session Duration

N=271

N=274

N=216

N=209

Among Smartphone Gamers 6-12

54%

56%

44%

48%

34%

35%

45%

39%

Daily Weekly

Session Frequency

N=227

N=236

N=154

N=155

US

UK

DE

FR

US UK DE FR

28.3 26.2 28.5 27.7

32.9 34.9 33.938.4

Smartphones Tablets

Among TabletGamers 6-12

• The average mobile gaming session meet or exceed the run-length of an average TV show.

• Session frequency and length are both higher on tablets.

16

18%

35%28%

19%

13%

23%

29%

35%

21%

31%28%

20%

Daily

Weekly

Monthly

Less often 9%

30%

32%

29%

30%

12%

12%

11%

9%

10%

38%

9%

10%

9%

10%

4%

30%

11%

11%

9%

10%

5%

Friends

Ranked lists, app store

Family

Featured games, app store

YouTube

Ads on TV

27%

15%

13%

10%

7%

4%

Awareness Sources of Mobile Game Apps

ST12 How do you hear about game apps to download onto a smartphone, iPod Touch, or tablet? ST12a What is the one main way you hear about games to download onto a smartphone, iPod Touch, or tablet? ST12a1 How often do you search for new games to play on your smartphone, iPod Touch, or tablet? Please select the answer that is closest to your actual habits.

Searching Frequency

US UK

DE FR

US UK DE FRN=338 Mobile Gamers 6-12 N=293N=332 N=266

N=332

N=293 N=266

N=338

Main Source of Mobile Game Awareness

• WoM and being featured and ranked are the most important marketing tools.

• Ads on TV play a role in FR gamer awareness.• US and UK gamers search for mobile games

more frequently than those in DE and FR.

17ST12_0 For the smartphone, iPod Touch, or tablet that you play games on, who picks the games that you play?

Who Selects Mobile Games to Download

US

UK

DE

FR

56%

62%

38%

50%

26%

23%

35%

28%

18%

15%

27%

22%

I have more say About Even My parents have more say

Who Picks The Mobile Games You Play?Mobile Gamers 6-12

N=338

N=332

N=293

N=266

Kids have a noticeable amount of say in which mobile games they play. DE kids have less influence.

18

30%

29%

19%

22%Males 6-9 Males 10-12 Females 6-9 Females 10-12

Mobile Spending In Past Six Month

S7 Now, please indicate whether or not you spent money on your children 6-12 on the following gaming activities in the past 6 months.

% Who Spent For Mobile In-game Purchases By Age And GenderMobile In-game Spenders

23% spent on IAP in the past

six months24%

18%

29%

29%

USN= 91

30%

29%

24%

17%

26%

24%29%

21%

12% on IAP

20% on IAP

10% on IAP

• In-App Purchases (IAP) is much more common in the US and UK than in DE and FR.

• Mobile spending is more male driven in the US and UK and more female driven in DE

UKN= 79

FRN= 38

DEN= 49

19

When I have to wait for a period of time before I can play again

When I hear other people are playing the game

When there's a sale

To customize my character

When I cannot pass a level

When I can't play the rest of the game unless I buy it

To get a special item

8%

16%

9%

13%

9%

11%

11%

11%

14%

19%

7%

13%

11%

16%

9%

12%

11%

15%

15%

14%

19%

9%

14%

14%

16%

16%

17%

23%

38% 62%

Mobile Item Purchase Drivers

ST25 When do you usually ask your parents to spend money for a mobile game (e.g. new characters, skins/clothes, energy, new maps)?

US UK DE FRN=338 Mobile Gamers 6-12 N=332 N=293 N=266

39% 61%43%

57%

52%

48%

Reasons to Spend on In-Game Items

% Asking for Mobile In-App Purchase

I ask my parents to spend on mobile games

• Half of FR mobile gamers 6-12 don’t ask to spend on mobile games.

• Sales work well on DE spenders, but they are less likely to spend on customization.

• FR spenders buy for social reasons, less for expedience. N=338 Mobile

Gamers 6-12 N=332 N=293 N=266

20

18%

82%

ST18p1 For your kids’ mobile games (smartphone, iPod Touch, or tablet), how would you prefer to pay for these items?

Payment Methods

Pay Preference For Kids Mobile GamesAmong Parents of Mobile Game Spenders 6-12

20%

80%

Gift card/spending account

Authorize each purchase separately

9%

91%

4%

96%

US UK

DE FR

N=160

N=111 N=83

N=156

US UK DE FR

68% 63%50%

77%

% Children Asking Parents to Make Purchases Each Time (And

Don’t Know Credit Card Info)

US UK DE FR

24% 26%34%

8%

% Children w/ Prepaid Card

N=160 N=156 N=111 N=83

Most parents supervise their children’s mobile purchases closely, DE and FR parents especially.

N=160 N=156 N=111 N=83

21G19Allowance Do you give your child a set weekly or monthly allowance specifically for video games? If so, please specify the total allowance you give them per month.

Kids Allowances

14%

15%

71%

Yes, I give allowance specifically for video games

No, I give a general-purpose allowance

No, I don't give any allowance

Average gaming allowance: $37.75

Average general allowance: $24.66

Average Monthly AllowanceN=400 Parents of All Gamers 6-12

(15% M /14% F)

(19% M /11% F)12%

16%

73%

9%

23%

69%

8%

18%

75%

Avg. gaming allowance: $39.48

Avg. gen. allowance : $30.46

Avg. gen. allowance : $21.56

Avg. gen. allowance: $15.59



(14% M /10% F)

(18% M /13% F)

(8% M /7% F)

(19% M /17% F)

(9% M /8% F)

(28% M /18% F)

US

UK

DE

FR

• While DE parents are frugal and supervise their kids closely, most do provide an allowance. It is smaller than the rest of Europe and the US.

• US & European parents are slightly more likely to give their boys general allowances, as opposed to their girls.

• US and UK parents are generous, providing comparatively large sums for their children to use on games.

22

Minecraft Experience

G9m1 You mentioned being aware of the game Minecraft. Have you ever played Minecraft? G9m1a How many hours a week do you play Minecraft

34%

9%8%

49%

I play it nowI used to play itNever played, but heard ofNot aware of it

Minecraft ExperienceN=400 Total Gamers

39%

8%7%

47%US UK

18%

14%

5%63%

19%

9%

8%65%

DE FR

• Minecraft is a gaming phenomenon in that has spread almost entirely through word-of-mouth. It still has room to grow its awareness and marketshare.

• Awareness and adoption in DE and FR are lower than in the US and UK.

23

Minecraft Gaming Hours

G9m1 You mentioned being aware of the game Minecraft. Have you ever played Minecraft? G9m1a How many hours a week do you play Minecraft

US UK DE FR

4.9 5.0 4.3 3.7

N= 136 N= 157 N= 71 N= 74

US UK DE FR1.7 2.0 0.8 0.7

11.0 11.2

7.9 7.5

N= 400 N= 400 N= 400 N= 400

Total Gaming Hours

Minecraft Hours

Minecraft Hours per WeekAmong Current Minecraft Gamers

Among Total Gamers

• US and UK gamers are the most engaged with Minecraft.

• Among all gaming kids (including those not playing Minecraft), Minecraft captures a big chunk of gaming timeshare.

15% 18% 10% 9%

% of Total Gaming Hrs.:

24

Minecraft

FIFA 15

LEGO Star Wars

Skylanders

FIFA 14

New Mario U

Disney Infinity

21%

16%

15%

15%

14%

13%

13%

Minecraft

FIFA 15

Just Dance 2015

Animal Crossing: NL

Skylanders

Disney Infinity

Pokemon X and Y

16%

16%

14%

14%

13%

12%

11%

Top 7 Home Console Titles

Minecraft

COD: Adv Warfare

COD: Ghosts

GTA V

Mario Kart 8

Disney Infinity

LEGO Star Wars

29%

17%

16%

15%

13%

13%

12%

• Minecraft enjoys universal dominance in the West on console. • LEGO games show evidence of long play cycles. • Disney Infinity and Skylanders are now head-to-head in recent engagement.• US and UK kids engage with mature titles.

US

Minecraft

FIFA 15

Disney Infinity

Skylanders

FIFA 14

GTA V

COD: Adv Warfare

34%

24%

18%

15%

14%

13%

12%

UK DE FR

R9a1 Which of the following console games have you played in the last 6 months?

-5%

0%

+10%

N/A

-1%

-3%

-2%

+6%

-1%

+13%

0%

-10%

-1%

N/A

-7%

-1%

+6%

-8%

-10%

-1%

+4%

-4%

0%

+8%

-4%

-2%

+1%

-2%

%/% = Change in percentage from Wave 3 to Wave 4 Data

% Playing Each Title on Console In Past 6 Months

25

Questions?

Yuanzhe (Michael) Cai蔡元喆SVP of Research, Games and Technology

P: 310.981.4754F: 310.981.4771

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