the global games market: trends, market data and opportunities
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© 2014 Newzoo
The Global Games Market: Trends, Market Data and Opportunities
Peter Warman | CEO & Co-Founder | NewzooPeterWarman10 September 2015
The Global Games Market: Trends, Market Data and Opportunities
Peter Warman | CEO & Co-Founder | NewzooPeterWarman
The Global Games Market: Trends, Market Data and Opportunities
Peter Warman | CEO & Co-Founder | Newzoo
What’s Special?
$1.2M Per Player is the same as the2014 World Cup
3rd Place PrizeMoney.
What’s Special?
$16M Was CrowdFunded by $2.50 of every $10.00 donation, making Valve $54M
$18MPrize Pool
$6MWinning Team
New Direct Esports-Related Revenue Streams
NEW METRICSNEEDED?
NEW RULESFOR SUCCESS
NEW CONSUMERSARE PRODUCERS
TAKE A STEP BACK FROM THE BIG DATA ANALYTICS SOUP NOW AND AGAIN……
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.
SAN FRANCISCO AMSTERDAM SHANGHAI
MARKET TRENDS | CONSUMER INSIGHTS | DATA MODELING | PREDICTIVE ANALYTICS
THESE COMPANIES CURRENTLY SUBSCRIBE TO NEWZOO’S SERVICES
MOBILE MARKET INTELLIGENCE
HISTORICTRENDING
MARKETTRENDS
MARKETSIZING
CONSUMERINSIGHTS
PLATFORMDATA
GAME/APPMETRICS
PREDICTIVEANALYTICS
JOINT AMBITIONthe full suite, on a global scale
BY NEWZOO & TALKINGDATA
Esports Economy Growth
TAKEN FROM NEWZOO’S 2015 GLOBAL GROWTH OF ESPORTS REPORT
MODELING & QUANTIFYING TRENDS
ESPORT ECONOMY MATURING
GLOBAL NUMBER OF CONSUMER ENGAGED BY ESPORTS | 2015 & GROWTH TOWARDS 2017
© 2015 Newzoo | Source: Global Growth of Esports Report Premium
© 2015 Newzoo
37% 34%GLOBAL
$252M+30% YoY
NAM
$93.2M+32% YoY
APAC
$85.2M+28% YoY
Revenues 2015 | Esports| Global, NAM , APAC
29%
TOTAL ESPORTSREVENUES
Esports Growth ScenariosBased On Annual Revenue per Enthusiast
$1Bn
Report Scenario
AlternativeOptimisticScenario
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
$2$3
$2
$3
$5$7
$15
$1.1Bn
$0.5Bn
$1.0Bn
$3.0Bn
$56
$20
AllSports
IndividualSports
2014 Revenues/FanGlobal Revenues Divided by Fans
$2Esports
AVERAGE REVENUE PER ENTHUSIAST
© 2
01
5 N
ew
zoo
/ R
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uco
m
© 2015 Newzoo / Repucom
TOWARDS A $1BN ESPORTS ECONOMY
REVENUES PER ESPORTS FAN COMPARED TO THOSE OF SPORTS SHOWS POTENTIAL
© 2015 Newzoo | Source: Global Growth of Esports Report Premium
CONFIDENTIAL | LIMELIGHT BREAKFAST AUGUST 6TH 2015
Monitoring Global Growth
TAKEN FROM NEWZOO’S 2015 GLOBAL GAMES MARKET REPORT
A MACRO VIEW
2015 GAME REVENUES PER REGION
CHINA AND THE US NECK-AND-NECK
© 2015 Newzoo
2015 GAME REVENUES PER SCREEN / SEGMENT
TOP COUNTRIES BY MOBILE REVENUE 2015
Source: Newzoo Global Games Market Report 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 $507,126,131
10 Taiwan $412,829,571
11 Russia $336,402,000
12 Brazil $318,936,912
13 Mexico $298,498,290
14 Italy $298,265,226
15 Spain $228,657,173
16 India $227,456,546
17 Turkey $205,203,435
18 Thailand $172,011,071
19 Indonesia $167,899,403
20 Hong Kong $160,117,567
Top 3 Fastest Growing Countries: India Indonesia Philippines
+75% CAGR +72% CAGR +63% CAGR
THE STANDARD FOR GAMES MARKET SIZING
Newzoo’s Global Games Market Report
Free Riders versus Big Spenders
TAKEN FROM NEWZOO’S 2015 COUNTRY CONSUMER INSIGHTS
SPOTTING THE SPENDERS
DOES TIME SPEND DEFINE A POWER USER?
© 2015 Newzoo
SINGLE COUNTRY SCOPE: US
MOBILE GAME SPENDERS AND NON-SPENDERS VS TIME SPEND
© 2014 Newzoo | Source: Newzoo Data Explorer
Time Spend Clearly Correlates with Share of Spenders. Still There Are
4.7MFree Riders That Play A Lot But Never Spend
TIME SPEND
< 3HRS / WEEK
3 – 10 HRS / WEEK
> 10 HRS / WEEK
119.9M
76.9M
31.4M
11.7M
51.9M
27.7M
17.2M
7.0M
43.2%
36.0%
54.8%
59.8%
68.0M
49.2M
14.2M
4.7M
AllMobile Gamers
Share ThatSpendsMoney Spenders
Non-Spenders
4.7M “Free Riders” A Potential Marketing Target Group?
ALL
CONFIDENTIAL | GLOBAL TOP ROUND EVENT 2015
DOES MONEY SPEND DEFINE A POWER USER?
© 2015 Newzoo
SINGLE COUNTRY SCOPE: US
LEVEL OF MOBILE GAME SPENDING VS TIME SPEND
© 2014 Newzoo | Source: Newzoo Data Explorer
In the US, There Are
4.2MBig Spenders That Spend A Lot of Money But Not All Spend A Lot Of Time.
MONEY SPEND
< 3HRS / WEEK
3 – 10 HRS / WEEK
> 10 HRS / WEEK
51.9M
27.7M
17.2M
7.0M
16.4M
5.6M
7.8M
2.9M
31.2M
20.9M
8.5M
1.9M
4.2M
1.2M
0.8M
2.2M
AllSpenders
MinorSpenders
AverageSpenders
BigSpenders
4.2M “Big Spenders” The Prime Sales Target Group?
ALL
CONFIDENTIAL | GLOBAL TOP ROUND EVENT 2015
DOES MONEY SPEND DEFINE A POWER USER?
© 2015 Newzoo
SINGLE COUNTRY SCOPE: US
LEVEL OF MOBILE GAME SPENDING VS TIME SPEND
© 2014 Newzoo | Source: Newzoo Data Explorer
MONEY SPEND
< 3HRS / WEEK
3 – 10 HRS / WEEK
> 10 HRS / WEEK
51.9M
27.7M
17.2M
7.0M
16.4M
5.6M
7.8M
2.9M
31.2M
20.9M
8.5M
1.9M
4.2M
1.2M
0.8M
2.2M
AllSpenders
MinorSpenders
AverageSpenders
BigSpenders
4.2M “Big Spenders” The Prime Sales Target Group?
ALL
The Big Spenders, 3.5% of All Mobile Gamers, Generated at Least $1.7Bn in 2014, or
33%of All Revenues
CONFIDENTIAL | GLOBAL TOP ROUND EVENT 2015
WHO ARE THESE POWER USERS?
SINGLE COUNTRY SCOPE: US
TIME VERSUS MONEY SPEND ANALYSIS OF MOBILE GAMERS IN THE US
© 2014 Newzoo | Source: Newzoo Data Explorer
© 2015 Newzoo
Of US Big Spenders, A Dominant
30%Is Male Between 21 and 35 (Typical Game Enthusiasts) vs 12% for the Free Riders.
Big SpendersFree Riders
4.7M 4.2M
FEMALE
65%MALE
35%FEMALE
38%MALE
62%
MALE 21-35
12%MALE 21-35
30%
CONFIDENTIAL | GLOBAL TOP ROUND EVENT 2015
THE BIG SPENDER IS A FAMILY MAN
© 2015 Newzoo
SINGLE COUNTRY SCOPE: US
HOME SITUATION: FREE RIDING VERSUS BIG SPENDING POWER USERS
© 2014 Newzoo | Source: Newzoo Data Explorer
52%
Of All Mobile Big Spenders in the US,
Have Children at Home versus 34% for Free Riders.
Big SpendersFree RidersNON-FAMILY
43%FAMILY
57%NON-FAMILY
33%FAMILY
67%
PARENTS
34%PARENTS
52%4.7M 4.2M
CONFIDENTIAL | GLOBAL TOP ROUND EVENT 2015
THE BIG SPENDER HAS A FULL-TIME JOB
© 2015 Newzoo
SINGLE COUNTRY SCOPE: US
FREE RIDING VERSUS BIG SPENDING POWER USERS
© 2014 Newzoo | Source: Newzoo Data Explorer
61%
Of All Mobile Big Spenders in the US,
Have a Full-Time Job versus 26% for Free Riders
Big SpendersFree RidersNON-WORKING
60%WORKING
40%NON-WORKING
29%WORKING
71%
4.7M 4.2M
FULLTIME JOB
26%FULLTIME JOB
61%
CONFIDENTIAL | GLOBAL TOP ROUND EVENT 2015
THE BIG SPENDER SPENDS ON ALL SCREENS
© 2015 Newzoo
SINGLE COUNTRY SCOPE: US
FREE RIDING VERSUS BIG SPENDING POWER USERS
© 2014 Newzoo | Source: Newzoo Data Explorer
73%
Of All Mobile Big Spenders in the US,
Also is a Big Spender on PC Gaming. 74% Also on Consoles. Total Wallet Could Be $4bn.
TV (CONSOLE)BIG SPENDER
74%
PC / WEBBIG SPENDER
73%
MOBILEBIG SPENDER
4.2M
Monitoring the Diverse Ecosystem
TAKEN FROM NEWZOO’S MONTHLYCHINA MOBILE GAMES MONITOR
TRACKING MOBILE IN CHINA
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
THE CHINESE MOBILE ECOSYTEM
Apple Is China’s #1 Technology Brand by 2014 RevenuesHistoric performance of Western company in China revealed
2014 CALENDAR YEAR REVENUES AND PROFIT IN CHINA FOR KEY TECH BRANDS
All numbers related to calendar year 2014. 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, 2015. 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 2014.
2014 Revenues in ChinaFull Calendar Year
2014 Profit in ChinaFull Calendar Year
© 2015Newzoo
www.newzoo.com
KEY FACTS
year-on-yearRevenue Growth
+32.3% for Applein China
year-on-yearProfit Growth
+54.1% for Applein China
Source: Newzoo’s Global Games Market Report Premium & Free China Report Update | April 2015
NOTES
© 2015 Newzoo
Ranking Change App Store (English)
App Store (Chinese)
# of Installs (M) Installs
(Growth)MAU(M)
MAU (Growth)
Activity Index
1 +1 360 Mobile Assistant 360手机助手 142.0 2.1% 112.1 3.4% 79%
2 -1 Myapp (Tencent) 腾讯应用宝 138.1 -1.8% 101.0 -3.6% 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12 +3 Meizu 魅族应用商店13 -1 91 Mobile Assistant 91助手14 - China Unicom WoStore 中国联通沃商店15 +1 Lenovo Store 联想乐商店16 +1 Coolpad Store 宇龙酷派应用商店17 +1 Sogou Mobile Assistant 搜狗手机助手18 +4 Zhuoyi Market 卓易市场19 +4 Gionee Anzhuoapk 金立应用商店20 -1 China Telecom Tianyi Store 中国电信天翼空间
ANDROID STORE PERFORMANCE
REACH OF ANDROID STORES IN CHINA | JUNE 2015
CONFIDENTIALThis data is part of the Newzoo/TalkingData monthly China
Mobile Games Monitor. More info:www.newzoo.com/chinamobile
梦幻西游-2015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)
1
2
3
4
5
6
7
8
9
10
Netease
Tencent
Happy Elements
Hero Network
Tencent
Tencent
Supercell
Tencent
Youzu
Supercell
-
-
3
1
3
2
6
1
new
-
www.newzoo.com
1
2
3
4
5
6
7
8
9
10
Xia Zhang
Happy Elements
PopCap
Tencent
Tencent
Gameloft
Tencent
Netease
Tencent
Netmarble
new
3
4
-
new
7
new
7
7
1
GAME TITLE PUBLISHERRANK CHANGEGAME TITLE PUBLISHER CHANGERANK
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)
Top iOS Games| July 2015 | China
By Revenues By Downloadspowered by powered by
Find the Top 20 iOS Games every month at:
http://www.newzoo.com/free/rankings/iOSrankings
powered by
has 2 titles in the
Top 10 games by revenues
The Journey of Flower debuts as
#1 downloaded game
Finding An Alliance of Partners & Clients
WILLING AND ABLE TO SHARE DATAAND DEVELOP NEW METRICS
GAME METRICS
GAME METRICS & PARTNERS
© 2015 Newzoo
AndroidCasual 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 3.53 4.22
iOSCasual 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 3.73 3.79
PAYMENT (CONVERSION) RATE PER GENRE FOR IOS AND ANDROID GAMES IN CHINA | JUNE 2015
CONFIDENTIALThis data is part of the Newzoo/TalkingData monthly China
Mobile Games Monitor. More info:www.newzoo.com/chinamobile
GAME METRICS IN ACTION
EXAMPLES HOW GAME METRIC ANALYSIS IMPROVE MONETIZATION | AMAZON ANALYSIS OF GOOD & LESS {ERFORMING GAMES
Games that providing a post-purchasing tutorial generated
65% more repeat orders than
the market average.
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
TAKE A STEP BACK FROM THE BIG DATA ANALYTICS SOUP NOW AND AGAIN……
MOBILE MARKET INTELLIGENCE
HISTORICTRENDING
MARKETTRENDS
MARKETSIZING
CONSUMERINSIGHTS
PLATFORMDATA
GAME/APPMETRICS
PREDICTIVEANALYTICS
JOINT AMBITIONthe full suite, on a global scale
BY NEWZOO & TALKINGDATA
The Global Games Market: Trends, Market Data and Opportunities
Peter Warman | CEO & Co-Founder | NewzooPeterWarman
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