2012 Country Summary Report
Italy
Wybe Schutte | Manager New Business | [email protected] Peter Warman | CEO Newzoo | [email protected]
November 2012 © 2012 Newzoo | www.newzoo.com
Featuring fresh research results on The Italian Games Market
© 2012 Newzoo www.newzoo.com
US EU* UK GER FR IT ES BE NL RU BR PL TR AUS JP CN
supported by
Italy Summary Report Fresh data on the gaming market in Italy
About this Italian Summary Report This report gives a high-level overview of the Italian Games Market based on fresh research and analysis of Newzoo and partners. Find out where the growth will be in Italy and how the games market develops. Most of the data is derived from our Newzoo Data Explorer that our clients use to cross-analyze over 200 topics across all business models and market segments. This document also includes data plotted on our new Screen Segmentation ModelTM comparing Italy with Europe across the typical screens that consumers use to play games.
Peter Warman CEO Newzoo,
[email protected] +31 (0)20 6635816
linkedin.com/in/warman
Content of the report 1. Overview of the market 2. Key trends: EU vs Italy 3. Gamers vs Screens: EU vs Italy 4. Mobile gaming 5. All research topics 6. Subscription offer 7. Newzoo & Contact
© 2012 Newzoo 2
Newzoo We combines Consumer, Transactional & Financial data to provide our clients with The Total Picture and Client-Specific Business Insights required to make smart strategio, development and commercial decisions. Find more info and free stuff on www.newzoo.com.
© 2012 Newzoo 3 © 2012 Newzoo 3
1. Italian Games Market | 2012 High-level overview of players, time and money
© 2012 Newzoo 6
Console spending still important factor Consoles take 40% of money incl. second-hand, import, DLC
Monitoring Change | KPIs To size and seize future growth opportunities
Games Market Growth
Most reports on the games market focus on number of players and/or money. To monitor and understand the changes in the games market this is not enough, especially now free-to-play business models are becoming so dominant. We always also report on Time and number of Paying Gamers (Payers) to provide more perspective.
Key Growth Indicators | With Key Trends In Between
players
time payers
money
2011-2012
+8%
2011-2012
+18%
2011-2012
+3%
2011-2012
+15%
2011-2012
+16%
2011-2012
+19%
2011-2012
+6%
2011-2012
+17%
© 2012 Newzoo 9
Key Growth Indicators | With Key Trends In Between
players
time payers
money
access
screens
free
biz
z m
od
els
organisation
services
pro
fit
valu
e
© 2012 Newzoo 10
The 4 Key Trends
Luxembourg, here we are This place is about more than money….
screens
access
bizz models
free
organisation
service
profit
value
Consumers want continuous access games that are, in principle, free. Ideally, their game continuously improves and expands, as a service. If the game gives them value, they are more than willing to spend money.
Game companies need to make their games accessible via all screens as well as adapt their business models. The latter requires organisational change and a continuous balancing act between consumer value and company profit. Hard but it is the only way to remain profitable in this competitive market.
© 2012 Newzoo 11
“free-to-play is not a business model but a way
to run your business” - Peter Warman, CEO Newzoo
Key Take-Away Why big publishers struggle amidst all the change
© 2012 Newzoo 12
Consumers vs Screens Newzoo Screen Segmentation Model TM
22% of US gamers (2012) play on all four screens
21% of EU gamers (2012) play on all four screens
market growth All Screens Connected By: • Social Networks • The Cloud • The Real World
23% of Italian gamers (2012) play on all four screens
© 2012 Newzoo 14
940M euro
51%
70% payers
6.6M
17.1M players
92%
64% hrs/week
143M
The Computer Screen | 2012 Newzoo Screen Segmentation Model TM
487M euro
26%
72% payers
6.8M
11.9M players
64%
13% hrs/week
28.7M
The Entertainment Screen | 2012 Newzoo Screen Segmentation Model TM
140M euro
8%
32% payers
3.8M
12.1M players
65%
12% hrs/week
27.6M
The Personal Screen | 2012 Newzoo Screen Segmentation Model TM
272M euro
15%
46% payers
4.3M
7.5M players
40%
10% hrs/week
23.0M
The Floating Screen | 2012 Newzoo Screen Segmentation Model TM
Mobile Gaming | EU vs Italy 2012 Work in Progress | Smartphones vs Tablets vs Handhelds
Source: Newzoo Mobile Trend Report, October 2012
Smartphones
Tablets
Handheld consoles
46% 4.5M
25% 2.4M
9% 0.9M
7% 0.7M
5% 0.5M
2% 0.3M
6% 0.5M
Smartphones
Tablets
Handheld consoles
42% 26.4M
19% 12.1M
4% 2.4M
7% 4.1M
3% 1.9M
20% 12.3M
5% 3.2M
62.4M European* Gamers (47% of all gamers) |9.7M Italian Gamers (52%) Smartphone, Tablet or Handheld Console Gamers
* Aggregate of UK, GER, FR, NL, BE, IT
Rank Game Last Month Publisher
1 The Simpsons™: Tapped Out 425 Electronics Art
2 Kingdoms of Camelot: Battle for the North 2 Kabam
3 Clash of Clans 13 Supercell
4 CSR Racing 1 NaturalMotion
5 Poker by Zynga 5 Zynga
Top 5 Games Italy September 2012 Based on total iPad, iPhone and Google Play store revenues
Rank Game Last Month Publisher
1 Kingdoms of Camelot: Battle for the North 1 Kabam
2 Clash of Clans 5 Supercell
3 The Simpsons™: Tapped Out 479 Electronics Art
4 CSR Racing 2 NaturalMotion
5 Ice Age Village 3 Gameloft
Rank Game Last Month Publisher
1 Slotomania - slot machines 1 Playtika LTD
2 Ice Age Village 4 Gameloft
3 Airport City 3 Game Insight International
4 Rage of Bahamut 6 Mobage
5 Arcane Empires NEW Kabam
© 2012 Newzoo 21
© 2012 Newzoo/Distimo
Demographics Base: Total online population aged 10-65 Gender Age Education* Income Work situation Home situation Hobbies and general interests
Media, Retail & Technology
Base: Total online population Media usage (print, radio, TV, social networks, internet) Social network preference* Mobile phone brand & provider Tablet brands: e.g. iPad, Kindle Fire, Galaxy Tab Use of tablet TV connectivity Preferred TV channels* Preferred generic websites* Preferred retail chains* General use of prepaid cards / gift vouchers / promotional codes
Game behaviour
Base: Total online population / gamers Total number of (non-)gamers Players per market segment: Casual game websites: e.g. Pogo, MiniClip, King.com, Yahoo Social networks: global and local Mobile devices: smartphones and tablets MMO games: F2P/P2P, Browser/Client Consoles: including Vita and DS PC/Mac: downloaded or boxed
*Country-specific topics
Newzoo Data Explorer Topics Consumer Insights across all game business models
Play frequency per marketsegment Time spent playing per market segment Genre preferences per market segment Players of key franchises, including Minecraft, World of Warcraft, Assassins Creed, FarmVille, FIFA, Sims, Bejeweled, GTA, Call of Duty, BattleField, League of Legends, World of Tanks, Zynga Poker, Bubble Shotter, Tetris.
Game spending Base: All gamers
Total number of (non-)paying gamers Paying players per market segment Average money spent per market segment Business model preference per market segment Preferred payment method per market segment
MMO-specific Base: MMO gamers
Free-to-play (F2P) versus Pay-to-Play (P2P) In-game spending in F2P / P2P Browser versus Client Number of MMO games played Preferred MMO type: e.g. RTS, RPG, Shooter, Sports, Battle Arena, Resource/Casual Preferred MMO genre: e.g. Fantasy, Sci-Fi, Realism, Anime, History Preferred MMO graphic style: e.g.2D, 3D, Side-scrolling.
Social/Casual-specific Base: All online casual or social gamers
Preferred online game destinations* Choice of social networks* Social networks as game destination Share of time on socialnetworks spent on games Social franchises: e.g. Ravenwood, Words with Friends Brand awareness of social publishers: e.g. Zynga, Wooga Number of social games played/ tried
© 2012 Newzoo 23
Newzoo Data Explorer Topics Consumer Insights across all game business models
Mobile-specific Base: All tablet and (smart)phone gamers
Mobile device used to play: e.g. tablet, smartphone, iPod Share of spending on multiple devices Popularity of mobile browser games Popularity of pre-installed games Popularity of download / app store games Download source for smartphones and tablets App stores used Share of up-front payment versus in-game spending Reasons for chosing a mobile game Cross-screen gaming: role of mobile device Number of mobile games played
PC/Mac and Console-specific Base: All PC/Mac and/or Console gamers
Boxed vs. Downloaded PC/Mac games Share of Boxed games in total PC/Mac spend Console used & owned Own or play for key franchises: e.g. Skyrim, GTA, CoD Download source PC/Mac games: e.g. Steam, Origin, Filesharing Buying games abroad/ import Share of pre-owned in total spending Share of digital downloads in total spending Importance of game extensions as buying reason
Fresh topics available from October 2012: Time spent on the internet divided over locations Time spent on the internet divided over screens Using/Subscription: Netflix/Digital TV/ Satellite TV/Pay TV/Spotify/Amazon Account Frequency watching TV and: read news paper or magazines, surf the web while TV is on, communicate online or via phone with friends, playing games Awareness new products: iPhone5, Windows 8 operating system, Small screen iPad, Google Nexus 7, Apple TV, Wii U, PlayStation 4, Microsoft Smart Glass, The new Microsoft Xbox, Ouya’s Video Game Console Buying intention: iPhone5, Windows 8 operating system, Small screen iPad, Google Nexus 7, Apple TV, Wii U, PlayStation 4, Microsoft Smart Glass, The new Microsoft Xbox, Ouya’s Video Game Console MMO portals visited past 6 months Populair MMO franchises played (e.g. WoW, LoL, Runescape, World of Tanks, Lineage) Statements about: Engagement Casual games versus TV Reasons to try a new social network game Social franchises played (e.g. FarmVille, CityVille, Words with Friends, MafiaWars, Ravenwood Fair) Brand awareness social game developers (e.g. Zynga, PopCap, Playfish, Wooga) Awareness brand or franchise (e.g. Chillingo, GREE, Mobage, Crime City, Rage of Bahamut, Where’s My Water?) General attitude towards brand or franchises (e.g. Chillingo, GREE, Mobage, Crime City, Rage of Bahamut, Where’s My Water?) Mobile franchises played (e.g. Angry Birds, Ice Age, Draw Something, Kingdoms of Camelot) Statements about: Opinion push notifications mobile games Statements about: Spending, timing and budget for mobile games Statements about: Preference of boxed vs. downloaded PC/Console games *Country-specific topics
Endless cross-analysis of all topics across 12+ countries in our Newzoo DataExplorer
US EU* UK GER FR IT ES BE NL RU BR PL TR AUS JP CN
© 2012 Newzoo 24
Consumer Research Data | Total Picture Analyze, create/export graphs online, based on >200 topics
Export to powerpoint or excel
Select topics & variables Select or compare countries Filters to cross analyze
relative and absolute numbers © 2012 Newzoo
© 2012 Newzoo 26
One year subscription | Free analysis support
€4,000 All Italian Data
Transactional Mobile Games Data Top 200 grossing and top 300 downloaded games (monthly)
Easily select the publisher and see their games in the top 200 gross ranking and top 300 free and paid ranking across all app stores.
Game by game revenues and downloads. Per country and per App store.
Over 30 datapoints per game.
© 2012 Newzoo/Distimo
Stores:
iPhone iPad PlayStore Amazon Windows 8
Early 2013:
© 2012 Newzoo 27
This monthly subscription will be upgraded to the Distimo AppIQ online dashboard early 2013. Excel product available now.
Contact us for the possibilities
US EU* UK GER FR IT ES BE NL RU BR PL TR AUS JP CN
Newzoo research portfolio
Newzoo | The Total Picture Consumer, Transactional & Financial Data
© 2012 Newzoo 29
Several US clients cannot be
disclosed.
© 2012 Newzoo 30
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.
Newzoo Partners Supporting your global business development
Nathan Salisbury Global Market Director - Gaming
GlobalCollect [email protected], +31 (0)23 567 1500
Payments Intelligence, the fastest way to increase your ROI
GlobalCollect is the worlds’ premier provider of local payment services. It processes payments across the globe for the majority of leading game publishers and distributors. > 15 million payments a month In July 2012 GlobalCollect processed over 15M gaming transactions
globally. Gaming payments data and benchmarks are available to clients based
on gaming platform, game type, monetization model and genre. Payment specific data includes global payment method popularity,
average transaction values, fraud benchmarks, currency volume, transaction volume figures etc.
GlobalCollect provides advice on paymentization practices including multi-acquirer management, automated re-routing capabilities and benchmarking for credit card processing to increase revenues.
Recent whitepaper Cross-Screen Monetization of Games http://info.globalcollect.com/monetization-of-games
Contact us Or buy directly online
Order subscriptions online on newzoo.com
Newzoo Wybe Schutte [email protected] +31 20 6635816
Or contact us
© 2012 Newzoo 31