Dubit -

What Will Be The Next Angry Birds?

What Will Be The Next Angry Birds

Dubit - What will be the next Angry Birds?

Dubit Examines: What will be the next Angry Birds?Angry Birds has managed to do what few mobile games can, it’s become a hit toy! Some have even credited it with saving the plush toy market. But what could be the next Angry Birds? In Q3 2012 we surveyed 500 children to find out what they are playing and which games had the most toy potential.

Every month Dubit’s research is featured in the UK’s leading toy industry publication Toy News. We’ve covered super hero toys, digital games, virtual worlds and everything in between, and it's all available for free on their website. This presentation includes all the research that just couldn't fit in the pages of Toy News.

www.dubitlimited.comresearch@dubitlimited.com

Dubit - What will be the next Angry Birds?

Apps to Toys: Who plays mobile games?

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Total Boy Girl 6-8 9-10 11-12

We started by finding out how many children play mobile games. As expected, a lot do! An impressive 71% of children have played games on mobile devices with slightly more girls playing than boys.

Dubit - What will be the next Angry Birds?

Apps to Toys: Who plays mobile games?

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6-8 Boys 9-10 Boys 11-12 Boys 6-8 Girls 9-10 Girls 11-12 Girls

From this graph we can see that the biggest market for mobile gaming is tweenage girls. Boys are less engaged at this age, an effect, perhaps, of console gaming.

Dubit - What will be the next Angry Birds?

Apps to Toys: Access to devices

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iPhone iPad iPod Touch Blackberry Android Phone Android Tablet Windows Phone

We found that while the iPhone is the most accessible device (they own one, or can easily get access to one), children are more likely to own an iPod Touch.

Total Boy Girl

Dubit - What will be the next Angry Birds?

Toy time Vs. app time: Toys

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0-30 mins 30 mins - 1hr 1-2 hrs 2-4 hrs 4-6 hrs 6 hrs +

Playing with toys is an activity that usually lasts one to two hours for both boys and girls. Very few children play with toys for longer than four hours.

Boys Girls

Dubit - What will be the next Angry Birds?

Toy time Vs. app time: Apps

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0-30 mins 30 mins - 1hr 1-2 hrs 2-4 hrs 4-6 hrs 6 hrs +

Playing with apps is very much a snacking activity, with children most likely to dip in for no longer than an hour at a time. Playing for longer than a couple of hours is very rare.

Boys Girls

Dubit - What will be the next Angry Birds?

Apps to Toys: Most popular games

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We asked the children who play mobile games which games they’ve played. Clearly, Angry Birds is in a league of its own.

Dubit - What will be the next Angry Birds?

Apps to toys: The next big thing

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Next we asked the children, of the games without toys, which of the games they’ve played would they like to see turned into a toy. Triple Town is the most popular but it’s not that simple.

Boys Girls

Dubit - What will be the next Angry Birds?

The Process: The Games

Gender divide: More girls play mobile games than boys but boys play for longer. However, when it comes to toys based on apps they’re is greater demand from girls than boys.

Parental access: Almost 60% of kids have access to an iPhone but very few own one. For device ownership a child is most likely to own an iPod Touch, Android phone or a Blackberry.

Mobile gaming is big with kids: A huge 71% of children aged 6-12 have played mobile games, with mobile gaming being popular across all ages and genders. However, there is a drop-off when boys reach their tweens - perhaps an effect of console gaming.

Dubit - What will be the next Angry Birds?

The Process: The Games

The game with the most toy potential is: Temple Run! Although Temple Run doesn’t have the highest toy approval rating, it comes out top because of it having a much higher number of players - larger potential market. Triple Town may have been considered toy suitable but only 7% of mobile-gaming-children have played it, compared to 28% who’ve played Temple Run.

Not easy to beat Angry Birds: While Temple Run has potential, it’s far from being the next Angry Birds which has been played by 72% of children who play mobile games!

Dubit - What will be the next Angry Birds?

Kids Research

• Market analysis

• Prototype and concept testing

• Competitor analysis and market scoping

• IP / trend spotting

• Design & ideation

• Monetization strategies

• Ethical marketing

• Transmedia modeling

Dubit: Research, Build & Launch digital experiences for kids brands

Kids Game Development

• Game design and ideation

• Character and brand design

• Game development

• Virtual Worlds and Casual MMOs

Kids Apps

• iOS and Android games

• Interactive storybooks

Launch

• Game promotion and player acquisition

Dubit - What will be the next Angry Birds?

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Dubit - What will be the next Angry Birds?

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