Shifting Gears: The Growing Importance of Mid Core Gamers.
Post on 09-Jan-2016
43 Views
Preview:
DESCRIPTION
Transcript
1
Shifting Gears: The Growing Importance of Mid Core Gamers.
2
Kabam | Who am I
Keith KawahataVice President, Kabam Studios
• Revenue Group, Kabam Studios• RPG Genre, NA Studio
• >5 years F2P operations and development experience
3
Kabam | What we do• Top 10 mobile gaming company by revenue
• 16 languages and played in 150+ countries
• #1 grossing iOS application in 2012
• #1 top grossing iOS game in over 50 countries
• 2 games in the iOS Top 10 monthly grossing
4
Kabam | Who we are• $180M+ gross revenues in 2012
• 70% Y/Y growth
• $50M cash in bank
• Profitable and on track to grow revenues by more than 65% this year to $300M
• Seven titles that gross more than $1 million per month
5
Kabam | Where we are
700 employees globally
Asia(Beijing, Seoul)
Europe(Luxembourg,
Berlin, London)Austin, TXSan Francisco, CA
HeadquartersVancouver, BC
6
Follow-up• Andrew Sheppard
• Casual Connect Hamburg
• Available on Youtube & CasualConnect.org
7
Market Update
8
Market Update | Worldwide
2012 2013E 2014E 2015E 2016E 2017E -
20,000
40,000
60,000
80,000
Tablet Mobile Web BasedSocial Networks Connected Console PC Digital MMOs
2012 2013E 2014E 2015E 2016E 2017E -
20,000
40,000
60,000
80,000
Rest of World Asia Europe US
• $77B in 2017
• Tablet = fastest growing market
• Smartphone = biggest opportunity
• Asia > U.S. > Europe
• ROW = fastest growth
*Source: IDG May 2013
9
Market Update | Misc
• Social networks =
• Connected consoles =
*Source: IDG May 2013
2012 2013E 2014E 2015E 2016E 2017E -
2,000
4,000
6,000
8,000
Other Facebook
2012 2013E 2014E 2015E 2016E 2017E -
3,000
6,000
9,000
12,000
15,000
Rest of World Asia Europe US
10
Market Update | Key Takeaways
• Mobile <> Tablet <> Social <> Connected Console
• Smartphone and tablet opportunity is MASSIVE
• Asia <> Europe <> US <> ROW
• Global execution opportunity is MASSIVE
11
Who is your audience and what does he do?
12
US Europe Asia21 13
5911 9
100
9 5
107
CoreMidcoreCasual
Audience | Population Sizes By Gamer Type*
Core:FPS/RPG/Fighting/MMORPG/MOBA
Midcore:Action-adv/Puzzle RPG/BCG/ CCG/ Sports/Racing/Empire/ Tower Defense/ Movie-based/ World-building
Casual:Puzzle/Hidden Obj/Word/IQ/Board/ Casino/Farm/City/Restaurant/ Business Mgmt/ Platform/Pet/Educational/Party/ Music/Arcade/Fashion/ Drawing/Fishing
*-ages 18 to 65; among mobile gamers only
13
Audience | Demographics and Engagement
Demographics• What age difference?• Battle of the sexes
Engagement• Midcore FTW
Smart
phone
Tablet
Socia
l Netw
ork PC
F2P/su
bMM
O PC
Home Console
36% 36%
16% 15%19%
18% 17%
35%40%
24%
more time
Less time
Midcore Segment
14
Audience | Monetization
Conversion Rate• Know your regions
ARPU• Opportunity for core business models
and systems in midcore and casual games
US Europe Asia
41%36%
48%
8%18%
27%
6% 9%14%
Core Midcore Casual
Conversion Rates
Core Midcore Casual
$26
$7 $5
In-Game Item PurchasesFull Game App Purchases
ARPU
15
Bringing it all together
16
Opportunities Summary• Opportunities are MASSIVE
• Mobile/tablet platform FTW
• Asia is required for global maxima
• Midcore is the hottest target segment with growing engagement, spend and audiance.
Arbitrage will shrink as budgets, build times and team capabilities increase relative to the market opportunity
17
How do you target mid core?• Know your demographics
– >40% female across all geos
• Know your attiudinal drivers– >30% of mid core gamers play because of friends both RL
and virtual
• Know your awareness drivers– <10% of mid core gamers find games from mobile/social ads
• Quality matters– >40% of mid core gamers find games from personal
recommendations (ie word of mouth)
18
Q&A?
top related