The Global Games Market: Trends, Market Data and Opportunities

Transcription

1 2014 Newzoo The Global Games Market: Trends, Market Data and Opportunities PeterWarman Peter Warman CEO & Co-Founder Newzoo 10 September 2015

2 The Global Games Market: Trends, Market Data and Opportunities PeterWarman Peter Warman CEO & Co-Founder Newzoo

3 The Global Games Market: Trends, Market Data and Opportunities Peter Warman CEO & Co-Founder Newzoo

4 What s Special? $1.2M Per Player is the same as the 2014 World Cup 3rd Place Prize Money. Prize Pool $18M Winning Team $6M What s Special? $16M Was Crowd Funded by $2.50 of every $10.00 donation, making Valve $54M New Direct Esports-Related Revenue Streams

5 NEW CONSUMERS ARE PRODUCERS NEW RULES FOR SUCCESS NEW METRICS NEEDED?

6 TAKE A STEP BACK FROM THE BIG DATA ANALYTICS SOUP NOW AND AGAIN

7 NEWWHO? Newzoo. The Experts On All Things Games. Newzoo is an innovative global market research firm with a primary focus on games. We provide our clients with a mix of consumer research, transactional data and financial analysis across all continents, screens and business models. We aim to be ahead the curve when it comes to global and local trends and always put hard data into a broader perspective. THESE COMPANIES CURRENTLY SUBSCRIBE TO NEWZOO S SERVICES MARKET TRENDS CONSUMER INSIGHTS DATA MODELING PREDICTIVE ANALYTICS SAN FRANCISCO AMSTERDAM SHANGHAI

8 MOBILE MARKET INTELLIGENCE BY NEWZOO & TALKINGDATA HISTORIC TRENDING MARKET TRENDS MARKET SIZING CONSUMER INSIGHTS PLATFORM DATA GAME/APP METRICS PREDICTIVE ANALYTICS JOINT AMBITION the full suite, on a global scale

9 MODELING & QUANTIFYING TRENDS Esports Economy Growth TAKEN FROM NEWZOO S 2015 GLOBAL GROWTH OF ESPORTS REPORT

10 ESPORT ECONOMY MATURING GLOBAL NUMBER OF CONSUMER ENGAGED BY ESPORTS 2015 & GROWTH TOWARDS Newzoo Source: Global Growth of Esports Report Premium Revenues 2015 Esports Global, NAM, APAC NAM $93.2M +32% YoY 37% GLOBAL 34% $252M +30% YoY 29% APAC $85.2M +28% YoY 2015 Newzoo

11 2015 Newzoo / Repucom TOWARDS A $1BN ESPORTS ECONOMY REVENUES PER ESPORTS FAN COMPARED TO THOSE OF SPORTS SHOWS POTENTIAL 2014 Revenues/Fan Global Revenues Divided by Fans $56 $20 All Sports Individual Sports Esports Growth Scenarios Based On Annual Revenue per Enthusiast Alternative Optimistic Scenario $1Bn Report Scenario AVERAGE REVENUE PER ENTHUSIAST $2 TOTAL ESPORTS REVENUES $1.1Bn $7 $3 $0.5Bn 2015 Newzoo Source: Global Growth of Esports Report Premium $3.0Bn $15 $5 $1.0Bn $2 Esports 2015 Newzoo / Repucom CONFIDENTIAL LIMELIGHT BREAKFAST AUGUST 6TH 2015

12 A MACRO VIEW Monitoring Global Growth TAKEN FROM NEWZOO S 2015 GLOBAL GAMES MARKET REPORT

13 CHINA AND THE US NECK-AND-NECK 2015 GAME REVENUES PER REGION 2015 GAME REVENUES PER SCREEN / SEGMENT 2015 Newzoo

14 TOP COUNTRIES BY MOBILE REVENUE 2015 Rank Country Revenues 1 China $6,500,940,064 2 Japan $6,183,574,320 3 USA $6,015,517,552 4 South Korea $1,849,657,577 5 United Kingdom $1,008,778,581 6 Germany $819,296,319 7 France $519,746,699 8 Australia $517,988,650 9 Canada $507,126, Taiwan $412,829, Russia $336,402, Brazil $318,936, Mexico $298,498, Italy $298,265, Spain $228,657, India $227,456, Turkey $205,203, Thailand $172,011, Indonesia $167,899, Hong Kong $160,117,567 Top 3 Fastest Growing Countries: India Indonesia Philippines +75% CAGR +72% CAGR +63% CAGR Source: Newzoo Global Games Market Report 2015

15 THE STANDARD FOR GAMES MARKET SIZING Newzoo s Global Games Market Report

16 SPOTTING THE SPENDERS Free Riders versus Big Spenders TAKEN FROM NEWZOO S 2015 COUNTRY CONSUMER INSIGHTS

17 DOES TIME SPEND DEFINE A POWER USER? TIME SPEND MOBILE GAME SPENDERS AND NON-SPENDERS VS TIME SPEND ALL < 3HRS / WEEK 3 10 HRS / WEEK > 10 HRS / WEEK All Mobile Gamers 119.9M 76.9M 31.4M 11.7M Share That Spends Money 43.2% 36.0% 54.8% 59.8% Spenders 51.9M 27.7M 17.2M 7.0M 2014 Newzoo Source: Newzoo Data Explorer Time Non- Spenders 68.0M 49.2M 14.2M 4.7M Spend Clearly Correlates with Share of Spenders. Still There Are 4.7M Free Riders That Play A Lot But Never Spend SINGLE COUNTRY SCOPE: US 4.7M Free Riders A Potential Marketing Target Group? 2015 Newzoo CONFIDENTIAL GLOBAL TOP ROUND EVENT 2015

18 DOES MONEY SPEND DEFINE A POWER USER? LEVEL OF MOBILE GAME SPENDING VS TIME SPEND 2014 Newzoo Source: Newzoo Data Explorer In the US, There Are All Spenders Minor Spenders Average Spenders Big Spenders 4.2M MONEY SPEND ALL < 3HRS / WEEK 3 10 HRS / WEEK 51.9M 27.7M 17.2M 31.2M 20.9M 8.5M 16.4M 5.6M 7.8M 4.2M 1.2M 0.8M Big Spenders That Spend A Lot of Money But Not All Spend A Lot Of Time. > 10 HRS / WEEK 7.0M 1.9M 2.9M 2.2M SINGLE COUNTRY SCOPE: US 4.2M Big Spenders The Prime Sales Target Group? 2015 Newzoo CONFIDENTIAL GLOBAL TOP ROUND EVENT 2015

19 DOES MONEY SPEND DEFINE A POWER USER? LEVEL OF MOBILE GAME SPENDING VS TIME SPEND All Spenders Minor Spenders Average Spenders 2014 Newzoo Source: Newzoo Data Explorer Big Spenders The Big Spenders, 3.5% of All Mobile Gamers, Generated at Least $1.7Bn in 2014, or MONEY SPEND ALL < 3HRS / WEEK 51.9M 27.7M 31.2M 20.9M 16.4M 5.6M 4.2M 1.2M 33% 3 10 HRS / WEEK > 10 HRS / WEEK 17.2M 7.0M 8.5M 1.9M 7.8M 2.9M 0.8M 2.2M of All Revenues SINGLE COUNTRY SCOPE: US 4.2M Big Spenders The Prime Sales Target Group? 2015 Newzoo CONFIDENTIAL GLOBAL TOP ROUND EVENT 2015

20 WHO ARE THESE POWER USERS? TIME VERSUS MONEY SPEND ANALYSIS OF MOBILE GAMERS IN THE US Free Riders FEMALE 65% MALE 35% MALE Newzoo Source: Newzoo Data Explorer Big Spenders FEMALE 38% MALE 62% 12% 4.7M 4.2M MALE % Of US Big Spenders, A Dominant 30% Is Male Between 21 and 35 (Typical Game Enthusiasts) vs 12% for the Free Riders. SINGLE COUNTRY SCOPE: US 2015 Newzoo CONFIDENTIAL GLOBAL TOP ROUND EVENT 2015

21 THE BIG SPENDER IS A FAMILY MAN HOME SITUATION: FREE RIDING VERSUS BIG SPENDING POWER USERS Free Riders NON-FAMILY 43% FAMILY 57% PARENTS 2014 Newzoo Source: Newzoo Data Explorer Big Spenders NON-FAMILY 33% 34% 4.7M 4.2M FAMILY 67% PARENTS 52% Of All Mobile Big Spenders in the US, 52% Have Children at Home versus 34% for Free Riders. SINGLE COUNTRY SCOPE: US 2015 Newzoo CONFIDENTIAL GLOBAL TOP ROUND EVENT 2015

22 THE BIG SPENDER HAS A FULL-TIME JOB NON-WORKING 60% FREE RIDING VERSUS BIG SPENDING POWER USERS Free Riders WORKING 40% FULLTIME JOB 2014 Newzoo Source: Newzoo Data Explorer Big Spenders NON-WORKING 29% 26% 4.7M 4.2M WORKING 71% FULLTIME JOB 61% Of All Mobile Big Spenders in the US, 61% Have a Full-Time Job versus 26% for Free Riders SINGLE COUNTRY SCOPE: US 2015 Newzoo CONFIDENTIAL GLOBAL TOP ROUND EVENT 2015

23 THE BIG SPENDER SPENDS ON ALL SCREENS FREE RIDING VERSUS BIG SPENDING POWER USERS 2014 Newzoo Source: Newzoo Data Explorer Of All Mobile Big Spenders in the US, TV (CONSOLE) BIG SPENDER 74% PC / WEB BIG SPENDER 73% MOBILE BIG SPENDER 4.2M 73% Also is a Big Spender on PC Gaming. 74% Also on Consoles. Total Wallet Could Be $4bn. SINGLE COUNTRY SCOPE: US 2015 Newzoo

24 TRACKING MOBILE IN CHINA Monitoring the Diverse Ecosystem TAKEN FROM NEWZOO S MONTHLY CHINA MOBILE GAMES MONITOR

25 PLATFORM TRACKING DATA IOS GAME REVENUES IN 50 COUNTRIES TRACKING OF 10M PC GAMERS YOUTUBE & TWITCH VIEWING DATA IOS & GOOGLEPLAY DOWNLOADS DATA ON A BILLION+ SMART DEVICES IN CHINA

26 THE CHINESE MOBILE ECOSYTEM

27 Apple Is China s #1 Technology Brand by 2014 Revenues Historic performance of Western company in China revealed 2014 CALENDAR YEAR REVENUES AND PROFIT IN CHINA FOR KEY TECH BRANDS KEY FACTS 2014 Revenues in China Full Calendar Year 2014 Profit in China Full Calendar Year 2015 Newzoo year-on-year Revenue Growth +32.3% for Apple in China year-on-year Profit Growth +54.1% for Apple in China NOTES All numbers related to calendar year Revenues and profits of companies with a different fiscal year have been calculated based on quarterly reports to ensure comparability. Apple numbers are based on reporting segment Greater China (incl. HongKong and Taiwan). Samsung numbers are based on reporting on segment China. Huawei numbers are based on articles in Forbes on March 31, 2015 and Wall Street Journal on January 13, Operating profit is assumed to be equal across all regions. Lenovo numbers are based on reporting segment China. Tencent numbers are based on reporting segment Mainland China. Operating profit is assumed to be equal across all regions. Xiaomi numbers are based on article in Wall Street Journal on November 5, 2014 and are total company revenues and operating profits (across all regions as segmentation is not public). Baidu numbers are total revenues and operating profits (across all regions as segmentation is not public). Except for Lenovo, USD amounts are calculated using exchange rates as per 31 December Source: Newzoo s Global Games Market Report Premium & Free China Report Update April

28 ANDROID STORE PERFORMANCE REACH OF ANDROID STORES IN CHINA JUNE 2015 Ranking Change App Store (English) App Store (Chinese) # of Installs (M) Installs (Growth) MAU (M) MAU (Growth) Activity Index Mobile Assistant 360 手 机 助 手 % % 79% 2-1 Myapp (Tencent) 腾 讯 应 用 宝 % % 73% 3 +1 MIUI app store (Xiaomi) 小 米 应 用 商 店 4-1 Baidu Mobile Assistant 百 度 手 机 助 手 5 +2 Huawei App Store 华 为 应 用 市 场 6-1 HiMarket 安 卓 市 场 7 +3 Vivo 步 步 高 应 用 商 店 8 - Google Play 谷 歌 9 +2 Oppo Store 可 可 软 件 商 店 10-4 Wandoujia 豌 豆 荚 11-2 Anzhi Market 安 智 市 场 Meizu 魅 族 应 用 商 店 Mobile Assistant 91 助 手 14 - China Unicom WoStore 中 国 联 通 沃 商 店 Lenovo Store 联 想 乐 商 店 Coolpad Store 宇 龙 酷 派 应 用 商 店 Sogou Mobile Assistant 搜 狗 手 机 助 手 Zhuoyi Market 卓 易 市 场 Gionee Anzhuoapk 金 立 应 用 商 店 20-1 China Telecom Tianyi Store 中 国 电 信 天 翼 空 间 CONFIDENTIAL This data is part of the Newzoo/TalkingData monthly China Mobile Games Monitor. More info: Newzoo

29 Top ios Games July 2015 China powered by By Revenues powered by By Downloads powered by RANK GAME TITLE PUBLISHER CHANGE RANK GAME TITLE PUBLISHER CHANGE 梦 幻 西 游 国 民 手 游 人 人 都 玩 不 玩 才 怪 (Fantasy Westward Journey) 全 民 突 击 - 全 球 第 一 真 人 实 时 对 战 FPS 枪 战 手 游 (WeFire) 开 心 消 消 乐 (Anipop) 神 武 (Shen Wu) 天 天 爱 消 除 (Craz3 Match) 全 民 飞 机 大 战 (WeFly) 部 落 冲 突 (Clash of Clans) 欢 乐 斗 地 主 (QQ 游 戏 官 方 版 ) (Happy Lord QQ Official) 少 年 三 国 志 (7 天 送 赵 云, 两 周 送 红 将!) (Junior Three Kingdoms) 海 岛 奇 兵 (Boom Beach) Netease Tencent Happy Elements Hero Network Tencent Tencent Supercell Tencent Youzu Supercell new 花 千 骨 正 版 手 游 (The Journey of Flower) 开 心 消 消 乐 (Anipop) 植 物 大 战 僵 尸 2 (Plants vs. Zombies 2: It s About Time) 欢 乐 斗 地 主 (QQ 游 戏 官 方 版 ) (Happy Lord QQ Official) 拳 皇 98 终 极 之 战 OL (The King of Fighters 98) 狂 野 飙 车 8: 极 速 凌 云 (Asphalt 8: Airborne) 九 龙 战 - 腾 讯 第 一 动 作 竞 技 手 游 (Kowloon War) 猫 和 老 鼠 官 方 手 游 - 开 放 新 关 卡, 登 录 送 火 腿 (Tom and Jerry) 全 民 突 击 - 全 球 第 一 真 人 实 时 对 战 FPS 枪 战 手 游 (WeFire) 漫 威 : 未 来 之 战 (MARVEL Future Fight) Xia Zhang Happy Elements PopCap Tencent Tencent Gameloft Tencent Netease Tencent Netmarble new new 7 new has 2 titles in the Top 10 games by revenues The Journey of Flower debuts as #1 downloaded game Find the Top 20 ios Games every month at:

30 GAME METRICS Finding An Alliance of Partners & Clients WILLING AND ABLE TO SHARE DATA AND DEVELOP NEW METRICS

31 GAME METRICS & PARTNERS PAYMENT (CONVERSION) RATE PER GENRE FOR IOS AND ANDROID GAMES IN CHINA JUNE 2015 Android Casual Puzzle Role play Action Strategy Simulation Casino Cards 休 闲 游 戏 智 力 游 戏 角 色 扮 演 动 作 游 戏 策 略 游 戏 模 拟 类 棋 牌 游 戏 卡 牌 游 戏 Payment Rate 2.7% 1.9% Average sessions per user CONFIDENTIAL This data is part of the Newzoo/TalkingData monthly China Mobile Games Monitor. More info: ios Casual Puzzle Role play Action Strategy Simulation Casino Cards 休 闲 游 戏 智 力 游 戏 角 色 扮 演 动 作 游 戏 策 略 游 戏 模 拟 类 棋 牌 游 戏 卡 牌 游 戏 Payment Rate 3.2% 3.2% Average sessions per user Newzoo

32 GAME METRICS IN ACTION EXAMPLES HOW GAME METRIC ANALYSIS IMPROVE MONETIZATION AMAZON ANALYSIS OF GOOD & LESS {ERFORMING GAMES Not too much variety in price Ease of purchase at time of need Help people to spend credits source: Amazon keynote at Casual Connect SF Games that providing a postpurchasing tutorial generated 65% more repeat orders than the market average.

33 TAKE A STEP BACK FROM THE BIG DATA ANALYTICS SOUP NOW AND AGAIN

34 MOBILE MARKET INTELLIGENCE BY NEWZOO & TALKINGDATA HISTORIC TRENDING MARKET TRENDS MARKET SIZING CONSUMER INSIGHTS PLATFORM DATA GAME/APP METRICS PREDICTIVE ANALYTICS JOINT AMBITION the full suite, on a global scale

35 The Global Games Market: Trends, Market Data and Opportunities PeterWarman Peter Warman CEO & Co-Founder Newzoo