Understanding Tomorrows Gamers, Today! Michael Cai SVP of Research Interpret LLC Consumer Tracker Sampling Methodology 3 Respondent Requirements Survey Modules Survey Conducted February to March 2015 Respondents Research Coverage 4 Download Portable Games Connected Consoles Online Casual Gaming Download PC Games (Steam, etc.) Social Network Gaming Sub-based MMO F2P MMO Virtual Worlds Smart Phone Apps iPad and Tablet Gamer Physical Media Agenda Entertainment Wallet Share Device Timeshare Brand Mindshare Gaming Motivations Top Mobile Genres/Titles Mobile Gaming/Spending Behavior/Attitudes Console Gaming 5 Entertainment Walletshare 6 S18a Please indicate how much money you spent for your children 6-12 on each of the following in the past 6 months. Six Month Kids Walletshare N=400 Parents of Kid Gamers 6-12 Video games Toys Electronic entertainment devices Movies in theaters Books Entertainment branded merch excluding toys or books Movies/TV shows at home Music Total Average Spend On Entertainment In The Past Six Months: $460 (recall period includes holiday season) 32% of parents spend an average of $34 on game-related merchandise. Device Timeshare 7 S5b And of the hours your children 6-12 spend playing videogames during a typical week on devices you own, how many hours are spent playing videogames on each of the game systems you own? Average Weekly Gaming Hours N=400 Total Gamers Average Weekly Gaming Hours N=400 Total Gamers Timeshare Across Devices N=400 Total Gamers 6-12 Tablet Favorite gaming device in the US, UK, Germany, and Australia (in France, its No. 2 behind 3DS). In Asian countries, smartphones and computers trump tablets. Top of Mind Play Brands And Games 8 G0 When you think about playing in general, what three brands come to mind right away? G1 When you think about games you play online, what three games come to mind? Play Brands N=400 Total Gamers 6-12 (New question in Wave 4) Games N=400 Total Gamers 6-12 Angry Birds Candy Crush Minecraft Farmville Call of Duty Bejeweled Club Penguin Mario Blue Text= Wave 3 Data Wave 4 Top of Mind Games 9 G1 When you think about games you play online, what three games come to mind? Most-Named Games (Unaided) N=400 Total Gamers 6-12 Blue Text= Wave 3 Data Wave 4 Wave 3 MinecraftWorld of Tanks Minecraft Angry Birds WoW Farm Sims DotACounterStrike GTA Wave 4Wave 3 Puzzle & Dragons TsumtsumDragon Quest Mario Dragon QuestMonster Hunter LINE Candy CrushPokemon LINEFinal Fantasy Yo-Kai WatchAnimal Crossing Wave 4Wave 3 MinecraftAngry Birds FIFAMinecraft GTASims LoLWoW Angry BirdsCandy Crush FIFA WoWCall of Duty FarmVille Wave 4Wave 3 Anipang Starcraft Lineage Cookie RunMapleStory FIFAAngry Birds MinecraftCookie Run Clash of ClansWoW Candy CrushFIFA Wave 4Wave 3 Angry Birds Plants v ZombiesPlants v Zombies. WoW LoL CounterStrikeHappy Farm Cool RunningCrossFire LandlordsDefense Radish CrossFireLandlords New to #1 spot New to top 8 Fell off top 8 Reasons to Play 10 G13 Kids like video games for different reasons. Now please think about why you like video games and rate the importance of each of the following reasons to you. Fun Create things Explore a new world Improve at something Play with my friends Learn new things Play as familiar character from books and movies Solve puzzles Play games with my parents Feel Im part of a story Compete with other players Share things that I created or earned with friends Reasons for Playing Video Games N=400 Total Gamers 6-12 Children 6-9 are more interested in creating things and playing with parents as reasons to play video games than their counterparts. Children are more likely to want to compete with other players and play with their friends than younger gamers. Boys are more likely to play games to create things, share with friends, and compete. Girl gamers are more interested in playing with their parents and to solve puzzles. Exploration and creating things ranked lower in Asia Top Mobile Genres 11 ST3 What types of games do you play on a smartphone, iPod Touch or tablet? Pick all the ones you play on smartphone, iPod Touch or tablet. Boy gamers are much less likely to play Runner games than boy gamers 6-9 and girl gamers 6-12 All Western markets rank these two as top two; Asian countries are different. Top 10 Mobile Titles Play 12 St9a Which of the following mobile games have you ever played? ST9b Which of the following smartphone, iPod Touch, or tablet games are you currently playing? ST9b Which of the following mobile games are you currently playing? Since last wave, fewer gamers indicate that they are currently playing games from the Angry Birds franchise. Minecraft, however, has grown in engagement. %/% = Major change in percentage from Wave 3 to Wave 4 Data +6% Minecraft Engagement 13 G9m1 You mentioned being aware of the game Minecraft. Have you ever played Minecraft? G9m1a How many hours a week do you play Minecraft? G9m2 On which device(s) do you play Minecraft? On Which Device(s) Do You Play Minecraft? N=172 Current or Recent Minecraft Gamers 6-12 Minecraft Experience N=400 Total Gamers Minecraft Hours Per Week N=136 Current Minecraft Gamers 4.9 Among all gamers, 15% of the total gaming hours per week (1.66 of hrs.) is spent on Minecraft. Awareness Sources of Mobile Game Apps 14 ST12 How do you hear about game apps to download onto a smartphone, iPod Touch, or tablet? ST12a What is the one main way you hear about games to download onto a smartphone, iPod Touch, or tablet? ST12a1 How often do you search for new games to play on your smartphone, iPod Touch, or tablet? Please select the answer that is closest to your actual habits. Searching Frequency N=338 Mobile Gamers 6-12 15 ST12_0 For the smartphone, iPod Touch, or tablet that you play games on, who picks the games that you play? Who Select Mobile Games to Download Who Picks The Mobile Games You Play? N=338 Mobile Gamers 6-12 Mobile Spending In Past Six Month 16 S7 Now, please indicate whether or not you spent money on your children 6-12 on the following gaming activities in the past 6 months. % Who Spent For Mobile In-game Purchases By Age And Gender N=91 Mobile In-game Spenders 23% spent for IAP in the past six months Mobile Item Purchase Drivers 17 ST25 When do you usually ask your parents to spend money for a mobile game (e.g. new characters, skins/clothes, energy, new maps)? I Ask My Parents To Spend On In-Game Items When N=210 Mobile Gamers Who Requested Parents To Spend Money 6-12 % Asking for Mobile In-game Items Purchase N=338 Mobile Gamers 6-12 18 ST18p1 For your kids mobile games (smartphone, iPod Touch, or tablet), how would you prefer to pay for these items? ST18p0 How are purchases made in your household for your childs mobile games? G19Allowance Do you give your child a set weekly or monthly allowance specifically for video games? If so, please specify the total allowance you give them per month. Parent Control of Mobile Game Spending Pay Preference For Kids Mobile Games N=160 Parents of Mobile Game Spenders 6-12 19 G19 Do you give your child a set weekly or monthly allowance specifically for video games? If so, please specify the total allowance you give them per month. Gaming Allowance Average gaming allowance: $37.75 Average general allowance: $24.66 Average Monthly Allowance N=400 Parents of All Gamers 6-12 (15% M / 14% F) (19% M / 11% F) China leads in percentage of kids receiving allowances, with average amount similar to that in the US. Top 10 Console Games 20 R9a1 Which of the following console games have you played in the last 6 months? Top 10 Home Console Titles N=331 Console Gamers % -5% %/% = Major change in percentage from Wave 3 to Wave 4 Data Minecraft has not only gained mobile gamers, but grew in home console gamers as well, as indicated by the 10% increase in gamers. Top Console Games by Demo 21 R9a1 Which of the following console games have you played in the last 6 months? *-Caution: Low Base Size Questions? 22 Yuanzhe (Michael) Cai SVP of Research, Games and Technology P: F: |