state of the market: mobile gaming in europe

© comScore, Inc. Proprietary.

State of the Market:

Mobile Gaming in Europe

Mobile Games Forum 2013

Hesham Al-Jehani, Product Manager Mobile Europe | 23rd January 2013

[email protected]

© comScore, Inc. Proprietary. 2

Agenda

comScore Intro

Device Landscape

Mobile Gaming Trends

Monetisation

Summary


Who we are and what we do?

comScore


We Provide Insights and Actions

We are an internet technology company

that measures what people do as they

navigate the digital world –

and turns that information into insights

and actions for our clients to maximise

the value of their digital investments.

V0113


comScore is a leading internet technology company that

provides Analytics for a Digital World™

NASDAQ SCOR

Clients 2,100+ Worldwide

Employees 1,000+

Headquarters Reston, Virginia, USA

Global Coverage Measurement from 172 Countries; 44 Markets Reported

Local Presence 32 Locations in 23 Countries

Big Data Over 1.5 Trillion Digital Interactions Captured Monthly

V0113


Providing Analytics For More Than 2,100 Clients Globally

Media Agencies Telecom/Mobile Financial Retail Travel CPG Health Technology

V0113

http://www.sprint.com/

http://www.timewarnercable.com/Milwaukee/

http://images.google.com/imgres?imgurl=http://www.bargainstash.com/images/logos/target.gif&imgrefurl=http://www.bargainstash.com/&h=70&w=59&sz=3&hl=en&start=47&tbnid=ylSXIM_zSo_bCM:&tbnh=68&tbnw=57&prev=/images?q=Target+Corporation+logos&start=40&ndsp=20&svnum=10&hl=en&lr=&sa=N

http://www.carnival.com/

http://images.google.com/imgres?imgurl=http://www.kbro.com/images/W_Hotels_logo.gif&imgrefurl=http://www.kbro.com/forum.html&h=104&w=85&sz=2&hl=en&start=54&tbnid=2SFFSNI9VXQYIM:&tbnh=84&tbnw=69&prev=/images?q=W+hotels+logo&start=40&ndsp=20&svnum=10&hl=en&lr=&sa=N

http://images.google.com/imgres?imgurl=http://miami-hotels.tee-times-usa.com/images/hotels/miami/westin-diplomat-logo.jpg&imgrefurl=http://miami-hotels.tee-times-usa.com/westin-diplomat.htm&h=81&w=150&sz=4&hl=en&start=158&tbnid=N7iTlqlbsNa-oM:&tbnh=52&tbnw=96&prev=/images?q=Westin+hotels+logo&start=140&ndsp=20&svnum=10&hl=en&lr=&sa=N

http://images.google.com/imgres?imgurl=http://www.starwoodhotels.com.sg/sheraton/images_c/sheraton_chead_logo.jpg&imgrefurl=http://www.starwoodhotels.com.sg/sheraton/city_index.html?IM=CORP_HP_TL_JPDRE_Q4_JP&h=160&w=240&sz=9&hl=en&start=6&tbnid=9MeZaKLkz_EDuM:&tbnh=73&tbnw=110&prev=/images?q=sheraton+hotels+logo&svnum=10&hl=en&lr=

http://go.msn.com/AH/0/

http://images.google.com/imgres?imgurl=http://money.cnn.com/blogs/browser/uploaded_images/logo_facebook-rgb-7inch-706175.jpg&imgrefurl=http://profile.myspace.com/index.cfm?fuseaction=user.viewprofile&friendID=25325&h=385&w=1024&sz=25&hl=en&start=17&tbnid=YHvOddNaq6jV_M:&tbnh=56&tbnw=150&prev=/images?q=facebook&gbv=2&svnum=10&hl=en

http://www.cox.com/

http://welcome.hp.com/country/us/eng/welcome.html

http://www.intuit.com/

http://www.petsmart.com/ps/main.jsp?ASSORTMENT<>ast_id=2534374302023687&bmUID=1179240180487

http://www.wpp.com/wpp/

http://www.omnicomgroup.com/

http://www.cablevision.com/


Some of Our Largest EMEA Clients Include…

Media Owners / Advertisers / OEMs / Operators Agencies

V0113

http://www.omnicomgroup.com/

http://www.meetic.com/

http://www.virginmedia.com/

http://mediacomuk.com/


What devices are used in EU5?

Mobile Device Trends


Source: MobiLens™.

Data based on three month moving average to October 2012

55% Smartphone Penetration in EU5,

Close to 132 million Smartphone Users

35%

Growth in smartphone user base EU5

(millions)

-

20

40

60

80

100

120

140

Smartphone Feature



Data based on three month moving average to Oct 2012

Almost Three Quarters of All New Handset Acquisitions are

Smartphones

Feature 27%

Google 59%

Apple 22%

Windows, 6% Symbian, 5%

RIM, 5%

Other, 2%

Smartphone 73%

Newly acquired handsets in October 2012


Smartphone Landscape Is Dominated by Android and iOS Devices

With a Combined Total of Over Two Thirds Market Share

Smartphone platform market share

and growth EU5

42%

21%

20%

22%

20%

38%

124%

35%

-29%

12%

7%

31%

26%

19%

19%

44%

29%

8%

Oct-11 Oct-12

Other

Microsoft

RIM

Symbian

Apple

Google

20%

21%

8%

47% 28%

32%

17%

9%

6% 5%

98M 131M




Samsung The Largest OEM in EU5 Region

Device market share by OEM

Total Base = 241 Million Smartphone Base = 131 Million

Samsung 32%

Nokia 25%

Apple 11%

Sony 8%

LG 5%

HTC 5%

RIM 4%

Motorola 3%

Alcatel 1%

Other 6%

Samsung 30%

Apple 21%

Nokia 18%

HTC 9%

RIM 8%

Sony 6%

LG 3%

Motorola 1%

Other 4%




16

million

iPads

15.3

27

11-Oct 12-Oct



Tablets Reaching 15% Penetration of Smartphone User Base

iPads Make up 60% of the Total Tablet Market in EU5

Tablet ownership among mobile users in EU5

(million)


How many mobile gamers and

what are they playing?

Mobile Gaming Trends




Almost a Third (72 Million) of all EU5 Users Play Mobile Games

18 Million Play Daily

63 64 65 67 69 70 70 72 72 73 72 72 72

13 14 14 15 16 17 17 18 18 18 18 18 18

Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12

Ever in month Daily

Played mobile game(s)

(millions)

34%

14%




Mobile Game Players Are Increasingly Playing Downloaded Games

From App Stores

31 32 34

35

38 39 40

41 42 43 43 44 44

37 37 37 37 37 37 36 36 36 35 34 33 33


Played downloaded games Played native/preloaded games

Downloaded V preloaded game play

(millions)

41%

YoY

-1

0%




Most Consumers Download One or Two Games in a Month and Have

Four or More Games Installed

36%

28%

16%

6%

4%

10%

One

Two

Three

Four

Five

Six or more

11%

18%

18%

11%

8%

34%

Number of games downloaded in

month

Number of games on phone


-

5

10

15

20

25

30

35




Users That Download Games Up 43% YoY to 24M

The Majority of Those (20M) Downloaded Free Games

Games downloaded in month

(millions)

Users that download TRIAL games

Users that download PAID FOR games

52%

25%

14

%

Users that download FREE games




Casino, Strategy and Card Games The Three Most Popular Purchased

Gaming Genres

885 862

670 627

536 519 506 470 454

346 342 321 312 308 254

156

Purchased games by genre

(000s)




Action & Adventure Games Show the Strongest YoY Growth Whilst

Retro Arcade, Board & Quiz Games Are Falling in Popularity

90%

57% 55% 49%

33%

21% 12% 11%

-15% -19% -20%

Purchased games genre by growth


Male 62%

Female 38%

United Kingdom

32%

Germany 24%

Italy 23%

Spain 11%

France 10%



Demographic Profile of Game Purchasers Describe A Typical 25-34

Year Old Employed Male on a Post Paid Tariff in UK, DE and Italy

Employed Full time

59% Student 15%

Employed part time

10%

Unemployed 9%

Retired 3%

Other 4%

9

22

31

20

11

7

13-17 18-24 25-34 35-44 45-54 55+

Postpaid 64%

Prepaid 29%

Corporate 7% Age (%)

Country

Status

Plan




Distinct Audiences For Some Game Genres But Shifts Are Observed in

Gaming Preferences Across Age and Gender Demographics

Arcade puzzle

Board

Casino

Action/ adventure

Card

1st person shooter

Music Quiz

Racing

Retro Arcade

Kids Family

Simulation

Sports

Strategy

Word or Number

5%

15%

25%

35%

45%

55%

65%

25 26 27 28 29 30 31 32 33 34 35

% F

em

ale

Median Age




Three Quarters of Mobile Gamers Are Smartphones Owners and

Half of Smartphone Gamers Use Android Devices

Platform share of mobile

gamers

Feature 25%

Google 50%

Apple 26%

Symbian

10% RIM

7%

Windows, 5%

Smartphone 75%


Top 10 Gaming Handsets Dominated by Apple and Samsung

Smartphones in EU5 Region

iPhone 4

5.6M

iPhone 3G

1M

iPhone 4S

4.3M

iPhone 3GS

1M

Galaxy Ace

2.5M

BB Curve

1M

Galaxy S3

1.7M

Galaxy Mini

1M

Galaxy S

1.2M

HTC Wildfire S

0.9M



http://www.google.co.uk/aclk?sa=l&ai=Ck6jW-JR-UIvXG_CZ0wWikYC4CfuxnZwCu63JgiKckYziMAgAEAEgk6z7BVDpxYCgAWC7vq6D0AqgAbvEv-0DyAEBqQIaAevpyRK7PqoEH0_QU91shQnBkyqCGur60kUCbk2wwd6f4X9XkmKGL-egBho&sig=AOD64_25LIO1g892BjyahmYuqazj0SmP_w&ved=0CIgBEKMS&adurl=http://track.searchignite.com/si/cm/tracking/clickredirect.aspx?sicontent=0&sicreative=9025085699&sitrackingid=236449679




Multi-Player Gaming and Sharing Scores Are The Primary Activities

Within Social Gaming

1.8

3.2

4.9

5.3

6.8

10.5

Sent/received gift

Used chat

Shared score on leaderboard

Invited friend to play

Played with other people

Logged in

Social gaming activity

(millions)


Where is the ROI?

Monetisation




14% of Mobile Gamers Made In-Game Purchases

Almost 80% of Those Were Smartphone Users

0.4

2.6

3.9

4.6

Purchased gift for another player

Upgraded game or added levels

Purchased virtual goods

Purchased cash, points, or tokens

In-game purchasing

(millions)


36% of Smartphone

Gamers Recall Seeing

In-Game

Adverts

Mobile Gamers Show a Higher Propensity to Recall Seeing In-Game

Adverts Than Connected Media Users






Apple App Store The Most Popular for Game Purchase

Google Play the Most Popular for Free Game Downloads

1,879

906 816 649 323 155 152 82 79 76 54

623

5,141

6,832

1,966

942

258 665

172 221 251 564 366 323

3,134

Purchased Free

Store Where Mobile Games Was Downloaded

(millions)


Take Aways

Summary


Summary

• Mobile gaming continues to grow in EU5 region and uptake is driven by

increasing ownership of smartphones.

• iPhone gamers display the highest propensity to play, trial and purchase

games, although Android platform has the highest volume of gamers.

• Therefore, develop for Android and iOS devices to maximise audience reach for

downloadable and purchased games.

• Monetisation still mainly through game purchases, in-game purchases and in-

game advertising.

• Operator portals are still an important channel for mobile games downloads -

free and purchased.

• There are distinct target audiences for different game genres but preferences

change over time.

• For social gaming focus on the multiplayer gaming experience.


Thank you for your attention

• For more information on data source visit MobiLensTM at

comScore.com/Products/Audience_Analytics/MobiLens

• For free mobile data insights visit the comScore Data Mine at

comScoreDatamine.com/category/mobile

• Look out for the forthcoming Future in Focus free White Paper at

comScore.com/Insights

• Follow us on Twitter

@comScoreEMEA

state of the market: mobile gaming in europe

Documents