Children’s games and entertainment on tablets

download Children’s games and  entertainment  on  tablets

If you can't read please download the document

  • date post

    22-Mar-2016
  • Category

    Documents

  • view

    28
  • download

    1

Embed Size (px)

description

Children’s games and entertainment on tablets. The Whole Truth. @ storytoys @ barryoneill. Kids Category. Let’s review the Kids category. Kids Category. Let’s review the Kids category. So, where is the kids category? Games, Entertainment, Books, Education. What size is it? - PowerPoint PPT Presentation

Transcript of Children’s games and entertainment on tablets

1st 5 min.

Childrens games and entertainment on tabletsThe Whole Truth@storytoys @barryoneillI cant promise to deliver the whole truth.I will only be looking at content for children under 8s the PK-3 market, others are well catered for in in the broader CC conference. (note highlights).

Well be looking at the kids category as a whole, taking a look at some exemplary content, and looking at some of the issues surrounding discovery, design and monentisation.

1Kids CategoryLets review the Kids category

So lets review the kids category. I have some screens from the app stores to give us a sense of the category scope and scale.

2

Heres iTunes US Store. Dropdown list. I could have sworn it was there yesterday Lets try google Play.3

Well, this is embarrassing I cant seem to find it there either. So where is it?4Kids CategoryLets review the Kids category.

So, where is the kids category?Games, Entertainment, Books, Education.

What size is it?

Who is making kids apps?

What, specifically is a kid?

It doesnt exists. So if youre a kids app developer this is the first thing you need to consider. You can be in Entertainment, Education, Books, Games.

But there is no specific location for your content, so you have to consider this from the outset.

Games? Cut-throat competitions. Entertainment? Then same.

Books EVEN more competitive! Education?

The same. None of these are easy.

5

Heres a screen of the app store books category.6Applications VolumeGames 132,501Books 55,004 Education 72,540

Android.

So, in books, youve got 55,000 apps chasing 5% of app store revenues, vs games 132 apps chasing 70%. Arguably, its a more competitive sector. Books presents a similar picture.

In these categories what is the opportunity scale?

A good rule of thumb and this is a number Ive arrived at a not very scientific method, is that approximately 5-10% of these categories the value od the childrens, at least the under 10s market size probably will be worth somewhere in the 750 1BN value this year.

Why are there so many book and edu apps?

Unlike games people think its easy! Lets look at the companies playing in this space.

7Disney, Nickelodeon, Sesame Street,Penguin, Bonnier (aka Toca Boca)Oceanhouse, Duck Duck Moose,Goodbeans, StoryToys.A.N.Onymous LLC. Marge & Mikeys App Company LLC.Hundreds of apps Thousands of appsTens of thousandsof apps

At the top, theres who you expect to see. Big brands like disney, Nickelodeon, Sesame Street, Random Penguin House, and subsidiaries of big brand such as Toca Boca.

In the middle, youve got the startups and breakouts Duck duck moose, Oceanhouse media, Good beans, and ourselves StoryToys.

Then down the bottom, you have the poor misguided soles, who having read about angry birds thinks if I can only do a half of one percent of this angry birds thing??? How hard can that be???

8Disney, Nickelodeon, Sesame Street,Penguin, Bonnier (aka Toca Boca)Oceanhouse, Duck Duck Moose,Goodbeans, StoryToys.A.N.Onymous LLC. Marge & Mikeys App Company LLC.Hundreds of apps Thousands of appsTens of thousandsof apps

At the top, theres who you expect to see. Big brands like disney, Nickelodeon, Sesame Street, Random Penguin House, and subsidiaries of big brand such as Toca Boca.

In the middle, youve got the startups and breakouts Duck duck moose, Oceanhouse media, Good beans, and ourselves StoryToys.

Then down the bottom, you have the poor misguided soles, who having read about angry birds thinks if I can only do a half of one percent of this angry birds thing??? How hard can that be???

9Disney, Nickelodeon, Sesame Street,Penguin, Bonnier (aka Toca Boca)Oceanhouse, Duck Duck Moose,Goodbeans, StoryToys.A.N.Onymous LLC. Marge & Mikeys App Company LLC.Hundreds of apps Thousands of appsTens of thousandsof apps At the top, theres who you expect to see. Big brands like disney, Nickelodeon, Sesame Street, Random Penguin House, and subsidiaries of big brand such as Toca Boca.

In the middle, youve got the startups and breakouts Duck duck moose, Oceanhouse media, Good beans, and ourselves StoryToys.

Then down the bottom, you have the poor misguided soles, who having read about angry birds thinks if I can only do a half of one percent of this angry birds thing??? How hard can that be???

Lets look at the audience.

10Childrens audience micro-segmentation Pre - SchoolPre - KindergartenKindergartenGrade 1Grade 2Grade 3Pre-VerbalSchooling Stage PreK-3This is whats known as the PK-3 market in US ed-tech parlance, and it is a specific sub-segment of the K-12 system.

But even within this area, think of the conversation you might have with a two year old. Rational, Reasonable, Coherent? Then think about the last conversation you had with an 8 year old? These two audiences are as different as a 30 year old and a 70 year old.

So how do children get exposed to apps?

These are not hard set lines, but you can be sure that if you want to market a title for the under 4s, target the parents (and grand parents). For 4-8, make sure your message reaches the parents, grandparets and the children. And beyond 8?? Well best of luck to you. Targetting this audience, especially boys is extremely difficult, and you may need the help of existing brands.

Something I would note though targetting parents peer is important, but well come to that in a moment.

Parents Peers.

11Childrens audience micro-segmentation Pre - SchoolPre - KindergartenKindergartenGrade 1Grade 2Grade 3Pre-Verbal4-55-66-77-88-9 2-4