Casual Connect 2012: Mid-core gaming
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Transcript of Casual Connect 2012: Mid-core gaming
mid-core gaming immersive experience and casual gameplay
compromise or best of both worlds?
2012
Peter Warman CEO Newzoo
mid-core gaming immersive experience
mid-core gaming casual gameplay
Golf VI Volkswagen
Bejeweled PopCap
Cygnet Aston Martin
Panamera Porsche
Enzo Ferrari
Army Attack Digital Chocolate
EVE online CCP
League of Legends Riot Games
mid-core gaming immersive experience and casual gameplay
Golf VI Volkswagen
Bejeweled PopCap
Cygnet Aston Martin
Panamera Porsche
Enzo Ferrari
Army Attack Digital Chocolate
EVE online CCP
League of Legends Riot Games
mid-core gaming immersive experience and casual gameplay
Technically, League of Legends is a “mid-core” MMO, meaning you don’t have to play for 40 hours a week to enjoy it. The market for mid-core MMOs is vast—much larger than for hard-core MMOs such as World of Warcraft--in
that the unique immersive aspects of MMO play are available to a much larger, casual gaming audience.
edgeworld
key trends shaping the mid-core market
1. Old love never dies The love for an immersive game experience does not go away as people grow older. It is just that the entry barrier and
gameplay is not adapted to their “new life”. Their love remains largely answered in the current market. Mid-core games could be the answer, activating gamers that have stopped playing core-games.
2. More gamers to come Over the past ten years, games have become an integral part of every youngsters life. Mid-core games can ensure that
these young core gamers keep playing immersive games as they grow older.
3. Time is Money As youngsters start a working and family life leisure time becomes scarce. At the same time they have more money to spend. To get the most out of leisure time, they are prepared to spend more money to enjoy. Mid-core games cater to
this. Free-to-play is the only way to let people feel the casual gameplay.
4. New interfaces. Everywhere Intuitive interfaces (e.g. on tablet and phones) have forced core genre games to offer easier controls and adapted
interfaces. Still these are very successful. Consumers are getting used to this type of interactivity increasing the appeal towards core gamers as well as increasing the potential player base. In addition, these interfaces allow gaming in new places and social settings. And, do not forget the growing number of girls that are going for the core stuff. Still hugely
underestimated.
US UK Germany France Spain Netherlands Belgium Italy Brazil Mexico Russia China Korea
US Europe* Emerging* Asia*
$21.5bn 2011E
215m hrs/day
Money
Time
€16.5bn 2011E
175m hrs/day
$4.5bn 2011E
155m hrs/day
$13.5bn 2011E
165m hrs/day
sizing the mid-core market where to start? market size per segment/platform?
Global
Money Time
$60-70bn 2011E
900m-1bn 2011E
27% of money
49% of time
Growth Potential?
Casual, Social, Mobile Casual, Social, Mobile
“core” segments/platforms take more money than time “casual” segments/platforms take more time than money
This gap is closing fast in the West The gap is a lot smaller in Emerging markets that have no legacy, especially Brazil
F2P, Mid-core and Cross-platform gaming will accelerate this trend
sizing the mid-core market where to start? money versus time spend?
US Europe*
$21.5bn 2011E
€16.5bn 2011E
Mid-core market
$1.2bn €1.1bn
Total Market
21.6M 24.0M
13.1M 15.7M
Mid-core opportunity
$280M €260M
13.3M 10.2M
3.2M 3.6M
Spend
Players
Spenders
Spend
Players
Spenders
5.5% of market
23% growth
6.7% of market
24% growth
sizing the mid-core market First: our conclusion
sizing the mid-core market What did we analyze?
10-30
30-50
Age
Age
66.0M
35.1M
60.0M
14.6M
44.6M
27.4M
49.7M
29.1M
53% 24% 62% 59%
X% share of paying players
All gamers Social/Casual Both Core
91% of gamers plays online or mobile casual/social games
sizing the mid-core market What did we analyze?
30-50 Age
51.7M
26.8M
43.3M
10.2M
24.0M 15.7M
28.6M 18.5M
52% 24% 66% 65%
X% share of paying players
All gamers Social/Casual Both Core
84% of gamers plays online or mobile casual/social games
sizing the mid-core market What did we analyze?
30-50 Age
51.7M
26.8M
43.3M
10.2M
24.0M 15.7M
28.6M 18.5M
52% 24% 66% 65%
X% share of paying players
All gamers Social/Casual Both Core
14.3M 8.3M 16.7M 4.4M 20.6M 11.7M 21.1M 10.6M
-22% -24%
abs
% -28% -30% -46% -43% -43% -37%
Drop
sizing the mid-core market Mid-core market
30-50 Age
51.7M
26.8M
43.3M
10.2M
24.0M 15.7M
28.6M 18.5M
52% 24% 66% 65%
X% share of paying players
All gamers Social/Casual Both Core
14.3M 8.3M 16.7M 4.4M 20.6M 11.7M 21.1M 10.6M
-22% -24%
abs
% -28% -30% -46% -43% -43% -37%
Drop
€1,1bn / year 24.0M players 15.7M payers
22% plays F2P MMOs
43% in the US
sizing the mid-core market Mid-core opportunity > smaller drop in core/casual players and payers
30-50 Age
51.7M
26.8M
43.3M
10.2M
24.0M 15.7M
28.6M 18.5M
52% 24% 66% 65%
X% share of paying players
All gamers Social/Casual Both Core
14.3M 8.3M 16.7M 4.4M 20.6M 11.7M 21.1M 10.6M
-22% -24%
abs
% -28% -30% -46% -43% -43% -37%
Drop
€1,1bn / year 24.0M players 15.7M payers
€260M / year 10.2M players 3.6M payers
Age 10 to 25 26 to 40 Change
Casual 4,92€ 7,40€ 50%
Social 5,25€ 5,77€ 10%
Mobile 3,58€ 5,40€ 51%
MMO 6,16€ 6,79€ 10%
Console 9,74€ 9,45€ -3%
PC Mac Boxed 7,12€ 7,23€ 1%
PC Mac Download 6,65€ 6,36€ -4%
Age 10 to 30 31 to 50 Change
Casual 6,63€ 5,12€ -23%
Social 5,70€ 4,84€ -15%
Mobile 4,40€ 3,88€ -12%
MMO 6,51€ 6,02€ -7%
Console 9,98€ 9,16€ -8%
PC Mac Boxed 7,23€ 7,09€ -2%
PC Mac Download 6,88€ 5,15€ -25%
Age 10 to 30 31 to 50 Change
Casual 7,86€ 5,69€ -28%
Social 5,50€ 7,52€ 37%
Mobile 4,56€ 5,16€ 13%
MMO 7,16€ 7,39€ 3%
Console 11,36€ 11,68€ 3%
PC Mac Boxed 8,04€ 8,40€ 4%
PC Mac Download 6,55€ 7,19€ 10%
In the US, average spending goes up in all segments except online casual, explained by the move of casual budgets to mobile and social networks. This is not the case in the EU. We expect the EU to follow the trend in the US as seen with many other trends. This is backed up by the increase in spending if we make the brackets slighty younger: 10-25 and 26-40.
profiling the mid-core market do typical mid-core gamers spend more? comparing age groups.
+6% -13%
+16%
Remember: there are more drivers than age! shaping the mid-core market
1. Old love never dies
2. More gamers to come
3. Time is money
4. New interfaces. Everywhere
Western mid-core market potential >$2bn
profiling the mid-core market do not focus on one screen!
mid-core gaming immersive experience and casual gameplay
Western mid-core market potential >$2bn
mid-core gaming immersive experience and casual gameplay
compromise or best of both worlds?
2012
Peter Warman CEO Newzoo
mid-core gaming immersive experience and casual gameplay
compromise or best of both worlds?
2012
Peter Warman CEO Newzoo