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Mobile Games. Why smartphone and tablet gaming is relevant for every game company.
games market research
About this Newzoo Trend Report Mobile gaming is on everyone’s agenda. There are many reasons why... This report shows that the total number of Americans that play games on their smartphone, tablet or iPod Touch has now surpassed the 100 million mark, a year-on-year increase of 35%. Europe shows a growth of 15%, totaling 70 million gamers for seven key territories. Men slightly outnumber women in the US (52%) as well as in key European countries (55%). Growth rate in terms of time and money spent is significantly higher. In addition to the growing installed base of smartphones and tablets, three key drivers are accelerating growth of this games market segment: uptake of in-game purchases in free games, tablets and smartphones each creating their own market and the popularity of “mid-core” games. In 2011, mobile gaming took 13% of all time spent on games worldwide, totaling more than 130 million hours a day, and 9% of total money spent on games, grossing $5.8bn. Please check out our work in progress on an alternative way to segment the market on the next page. On the new iPad: The recent launch of the new iPad did not bring us the edgeless display and other innovations we were hoping for, but… the two main upgrades, processing power and resolution, dramatically improve the immersive experience of “core” games on that platform. Immersive experience and casual gameplay combined is what “mid-core” gaming is about. An effort to size this market is included in this report.
US UK Germany France Spain Netherlands Belgium Italy Brazil Mexico Russia China Korea
New: Newzoo Mobile App All Black Books, Keynotes, Trend Reports Plus news from gamesindustry.com/blog
Our clients receive access to a complete batch of fresh consumer data on the 10th of April. If you also want to be the first to benefit, or have any other questions or remarks, feel free to contact me. In April also, we will be the first to have month by month PlayStore data.
Number of Mobile Gamers jumps 35% in US year-on-year totaling 100 million The US counts 21 million tablet gamers Growth in EU, based on five countries is lower: 15% or 70 million mobile gamers Share of in-game spending continues to rise: 90% in US, 79% in Europe for both iPhone and iPad. 4.2 million iOS games are downloaded per day in the US. 2.4 million in key EU territories.
Review 2011 data Share of mobile gamers that spends money is highest in Asia (47%) followed by the US (36%). Europe and Emerging markets show lower “conversion” at 26%. A slight majority of paying mobile gamers is male. 58% in US, 65% in EU. 22% of American mobile gamers use mobile games as extension of a game played on a different platform.
Gamers on mobile phones, tablets or iPod Touch.
Mobile Gamers United States
Mobile Gamers Europe (UK, GER, FR, NL, BE)
100M March 2012
+35% YoY
Gamers on mobile phones, tablets or iPod Touch.
70M March 2012
+15% YoY
19M
69M
21M 18M
18M
48M
11M 8M
Newzoo Trend Report | Mobile Games | March 2012
Mobile gamers: players & payers. As much as 47% of the Asian mobile gamers are payers (2011). games market research
Annelies in 't Veld Senior Manager Foreign Investments
City of Amsterdam | Economic Affairs [email protected], +31 (0)20 552 3204
Amsterdam, the perfect city for your game company
Four reasons why game companies such as PerfectWorld, Gamania and DeNA have chosen the Amsterdam Metropolitan Area for their European office. ■ Central location in Europe The Netherlands sits nicely and independently in between Europe’s largest markets: the UK, Germany and France and is known to be a perfect test market for new digital media products. ■ Excellent Infrastructure Amsterdam is home to the Amsterdam Internet Exchange, the world’s largest internet hub in terms of both traffic and members ■ Multilingual Workforce Amsterdam has always been very international in terms of people, languages and business. It is also easy to attract talent from other parts of Europe to spend some years in Amsterdam. ■ Financial Framework Many international companies, such as IKEA have set up their financial HQ in the Netherlands Please contact me to see what advantages apply to your specific situation.
Source: 2011 Newzoo Consumer Research | Newzoo Data Explorer
Newzoo Trend Report | Mobile Games | March 2012
Reasons to download mobile games. Russians rely on friends, Americans go for price (2011).
What is mid-core gaming? At Casual Connect Europe, Newzoo gave a keynote on mid-core gaming including an estimate of the size of this “opportunity” that combines an immersive experience and casual gameplay. These game are expected to particularly appeal to the older male demographic between 30 and 50 whose time becomes scarce. 1) The current size of the mid-core market is based on an analysis of people spending money on core genre games on PC/Console AND on casual, social or mobile games. 2) The growth potential is based on the assumption that mid-core games can limit the drop (e.g. 43% in Europe) in number of core gamers that occurs in the age group 30-50 compared to 10-20 year olds. The full keynote presentation can be found on www.newzoo.com/keynotes
Newzoo Trend Report | Mobile Games | March 2012
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