New Moves in Gaming @ Connected Australia
May 08, 2015
New Moves in Gaming
@ Connected Australia
1. Gaming Landscape 2. Local Games Industry 3. NBN speeds
CEO – Spiral Media
Gaming and Entertainment Digital Media
IN-GAME COMMUNITIES
Today’s consumer
Consumer (R)esearch
… consumes more content
… uses more devices
… is more demanding
7.06 MILLION CURRENT-GEN GAMING CONSOLES
2.78 MILLION iOS DEVICES
15.5 MILLION DESKTOP AND NOTEBOOK PCS
4.75 MILLION CONNECTED TVS
12 MILLION FACEBOOK USERS IN AUS
6.46 MILLION ANDROID DEVICES
Data Source: Nielsen Australian Connected Consumers Report 2012-2013
AUSTRALIANS Connected
ONE BILLION Hours a Day World Wide
134MM
Hours Daily
175MM
Hours Daily
1 BILLION
Hours Daily (WW)
(WW) Newzoo, YouTube, Facebook
BEATING THE BOX OFFICE
$270MM
$244MM
$204MM
*First 5-day sales World Wide
More WORLDWIDE REVENUE Than Music & Movies
$17B
$33B
$68B
Newzoo, 2011, MPAA, 2011, International Federation of the Phonographic Industry, 2012
Games are now CONNECTED
GAMES ARE GETTING MORE SOCIAL
MOBILE to dominate
Annual Growth
Over 2011
32%
Mobile Gamers AU
3.02M
Newzoo, 2012 Data Source: Nielsen Australian Connected Consumers Report 2012-2013
GAMING dominates ON mobile
Games 39%*
Social Networking
24%
Utilities 17%
Other 11%
Health & Fitness 3% Lifestyle 3%
Entertainment 3%
Games 67%*
Social Networking
10%
Other 7%
Entertainment 9%
Utilities 4% News 2% Productivity 1%
Source: US, Flurry Analytics (Sept 2012)
SMARTPHONES TABLETS
TIME SPENT PER CATEGORY (US)
MOBILE the new Console
Data Source: Nielsen Australian Connected Consumers Report 2012-2013
9.4 MILLION SMARTPHONES
109% APP USAGE GROWTH OVER THREE YEARS
35%
29%
23%
18%
-
5
10
15
20
25
30
35
40
Facebook App Games Weather Maps/Directions
GAME APPS ARE SECOND MOST POPULAR APPS USED
HIGHEST GROWTH ACROSS ALL APPS
> 24 min 15 min
Arbitron, 2012
MORE Time Spent Gaming vs. Talking
70% = 2.5M play social games daily
25% = 890K play for 3-4 hours
30% = 1.07M play social games daily
27% = 960K spend 1-2 hours per day
playing mobile games
70% of FACEBOOK SOCIAL GAMERS play daily
Data Source: Spiral Media Audience Research 2012
Desktop Gaming DEMOGRAPHICS
ESA, Interpret New Media Measure - 2012
67% Female 33% Male
Demographic Breakdown
The average age of today’s gamer: 37
14-17 2%
18-24 20%
25-29 16%
30-34 15%
35-39 9%
40-44 9%
45-49 10%
50-54 9%
55-59 5%
60+ 5%
Data Source: Spiral Media Audience Research 2012
Mobile Gaming DEMOGRAPHICS
ESA, Interpret New Media Measure - 2012
47% Female 53% Male
Demographic Breakdown
The average age of today’s gamer: 30
Data Source: Spiral Media Audience Research 2012
12-17, 17%
18-24, 17%
25-34, 23%
35-44, 19%
45-64, 15%
55-65, 9%
Games Deliver a CAPTIVE AUDIENCE
PEOPLE THAT DON’T MULTITASK WHILE…
Source: Simmons New Media Study 2012
96% 98%
66% 69% 71%
PlayingConsole/PC
Games
Playing MobileGames
Watching TV Using TheInternet
Using A MobilePhone
And the HIGHEST recall
12%
13%
18%
32%
66%
Online
Outdoor
Television
Games
Source: Hall & Partners Research, 1997-2007; Nielsen Research, 2006-2008; Interpret Research, 2006-2012 * Average for +100 in-game campaigns
Brand Recall By Advertising
Platform
Games reach ALL AUDIENCES
PREMIUM REACH WITHOUT WASTE 8.47M unique players monthly (Social, Mobile, PC & Console)
Multicultural Adults 25-54
Young Males
Mums
Teens Females
Males
EA Internal
LOCAL GAME DEVELOPMENTS
FEW SUCCESSFUL
Global Mobile Games Market
Newzoo, Juniper Research, 2012
$9B $18B
Today By 2016
DISTRIBUTION ISSUES
MOBILE INTERSTITIAL
AD FUNDED Industry evolving fast
In-Game INTEGRATIONS
NBN SPEEDS
FASTER DOWNLOADS WILL DRIVE MEDIA TRANSFORMATIONS
?
FIFA Players Stay Strongly Engaged Months after Launch
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
Mil
lio
ns
DAILY ACTIVE USER (DAU) COUNT
Months since launch 10
DAU peaked 6 months
after launch
FIFA 13 Non-Live Service
STREAMING, DLC & Comp Gaming
MORE Social + Competitive
Thank you
Scott Wenkart [email protected]