29JAN2013NYC

CONTENT MARKETING IN A MULTI-SCREEN WORLD

MOBILE GAMES | CONSUMERS VS METRICS

PETER WARMAN CEO NEWZOO

© 2013 Newzoo

29JAN2013NYC PETER WARMAN CEO NEWZOO

CONTENT MARKETING IN A MULTI-SCREEN WORLD

MOBILE GAMES | CONSUMERS VS METRICS

ENTERTAINMENT SCREEN

© 2013 Newzoo

COMPUTER SCREEN

ENTERTAINMENT SCREEN

© 2013 Newzoo

COMPUTER SCREEN

ENTERTAINMENT SCREEN

FLOATING SCREEN

© 2013 Newzoo

COMPUTER SCREEN

ENTERTAINMENT SCREEN

FLOATING SCREEN

PERSONAL SCREEN

© 2013 Newzoo

FLOATING SCREEN

PERSONAL SCREEN

© 2013 Newzoo

First Time Gamer Eva, 43 years old Location: Vietnam

COMPUTER SCREEN

ENTERTAINMENT SCREEN

FLOATING SCREEN

PERSONAL SCREEN

Facts On Screens and Dads

22% of all American gamers

play on all four screens, totaling

34,500,000 Americans

71% of 6.1 million American paying

mobile gamer Dads with kids at home spend that money

mainly on their kids.

© 2013 Newzoo

Only 46% for Moms…..

#1 MultiScreen Gamers in the World

UK: 26%

THE OFFICE yesterday

© 2013 Newzoo

today

© 2013 Newzoo

ENTERTAINMENT SCREEN

COMPUTER SCREEN

FLOATING SCREEN

PERSONAL SCREEN

CONSUMER

Screens

Connectors

SOCIAL NETWORKS

THE CLOUD

THE REAL WORLD

© 2013 Newzoo

Games Metrics

Let’s Lean Back And lets take a fresh look

Three Reasons To lean back and take a fresh look

Investors are lost

1 2 3

Consumers spread their budget

Cost of acquisition is too high

© 2013 Newzoo

Investors © 2013 Newzoo

Games Industry 1

The Gap between investors and our industry

Source: Digi-Capital

© 2013 Newzoo

We understand

our industry

But investors haven’t got a

clue

The Jargon Versus trends that matter…

2011/2012 o Social Gaming o Cloud Gaming o (Mobile Gaming)

2012/2013 o Mid-Core Gaming o Social Casino Gaming o Gamification

© 2013 Newzoo

The Gap between investors and our industry

© 2013 Newzoo © 2013 Newzoo

by confusing investors with our jargon, old school segmentation, and lack of providing the

total picture and global perspective. The result: No clear outlook on the future = No (external) investments.

© 2013 Newzoo

….but….

We are taking a huge risk

© 2013 Newzoo

….add to that an abundance of ….

Misleading headlines

© 2013 Newzoo

….add to that an abundance of ….

Misleading headlines

Lets help the investor to look around before he crosses

The Global Picture a healthy market

North America $21.8bn

+1% CAGR

Europe $18.8bn +3% CAGR

Latin America $3.8bn

+14% CAGR

Middle-East & Africa $1.0bn +21% CAGR

Asia-Pacific $22.2bn +13% CAGR

Total

$68bn +7% CAGR

Source: Newzoo 2012 Games Market Revenue Report

274m gamers

169m gamers

89m gamers

47m gamers

298m gamers

880m gamers

© 2013 Newzoo

2012

access

screens

fre

e

biz

z m

od

els

organisation

services

pro

fit

valu

e

2. GAMES ARE FREE

4. BALANCING BUSINESS MODEL

1.C

ON

SUM

ERS

USE

4 S

CR

EEN

S 3. G

AM

ES AR

E SERV

ICES

MARKET GROWTH

PLAYERS MONEY

TIME PAYERS

© 2013 Newzoo

CONSUMER PERSPECTIVE

INDUSTRY PERSPECTIVE

5. GLOBALISATION

The 5 trends that really matter and determine growth

+8%

+26% +17%

+8%

+33% +18%

+1% +3%

avg. spend per paying gamer

-26% ($21.2/month)

2012 vs 2011 2012 vs 2011

Lets help the investor to put growth segments in perspective

The Two New Screens The reason why we are here today

© 2013 Newzoo

33% 66%

$

OF ALL*

DOWNLOADS OF ALL*

MONEY

TO SMARTPHONES AND TABLETS WERE

GAMES

SPENT ON SMARTPHONES AND TABLETS WAS SPENT ON

GAMES *BASED ON iOS APP STORE DATA IN 44 COUNTRIES & PLAYSTORE DATA OF 17 COUNTRIES

© 2013 Distimo/Newzoo

$9bn +32% >500M >175M CONSUMER SPEND ANNUAL GROWTH MOBILE PLAYERS PAYING PLAYERS

The Global Picture mobile (tablet and smartphone) games (2012)

access

screens

fre

e

biz

z m

od

els

organisation

services

pro

fit

valu

e

2. GAMES ARE FREE

4. BALANCING BUSINESS MODEL

1.C

ON

SUM

ERS

USE

4 S

CR

EEN

S 3. G

AM

ES AR

E SERV

ICES

MARKET GROWTH

PLAYERS MONEY

TIME PAYERS

© 2013 Newzoo

Mobile Games All growth KPIs above average

+34%

+69%

+17%

+35%

avg. spend per paying gamer

-19% ($5.4/month)

+26%

+8%

+33%

+1%

TOTAL MARKET

TOTAL MARKET

TOTAL MARKET

TOTAL MARKET

CONSUMER PERSPECTIVE

INDUSTRY PERSPECTIVE

5. GLOBALISATION

2012 vs 2011 2012 vs 2011

2

All Mobile Screens overlap of use and complementary smartphone and tablet markets

© 2013 Newzoo

CHANGE IN 6 MONTHS

Back to the Screens using the Newzoo Screen SegmentationTM Model

© 2013 Newzoo

ENTERTAINMENT SCREEN

COMPUTER SCREEN

FLOATING SCREEN

PERSONAL SCREEN

CONSUMER

Screens

Connectors

SOCIAL NETWORKS

THE CLOUD

THE REAL WORLD

71% 50%

32% 7%

29% 64%

14% 37%

37% of all US paying gamers also spend money on a Floating screen

7% of all money spent on games

by US gamers goes through the

Personal screen

Shall I follow… …my paying gamers across his screens?

© 2013 Newzoo

US UK GER FR IT ES BE NL RU BR PL TR AUS

13.500.000 WoT Gamers

PERSONAL SCREEN

COMPUTER SCREEN

CONSUMER

8.900.000 spend money on

mmos

4.100.000 also spend money on

smartphones

ENTERTAINMENT SCREEN

COMPUTER SCREEN

FLOATING SCREEN

PERSONAL SCREEN

CONSUMER

Screens

Connectors

SOCIAL NETWORKS

THE CLOUD

THE REAL WORLD

© 2013 Newzoo

Xbox Players And their cross-screen gaming behaviour

age 10-50

45.7M players

91% also plays on a computer: 41.6M. 16.9M of them spends money on boxed or downloaded PC games

74% also plays on a smartphone: 33.8M. 15.1M of them spends money on mobile games.

47% also plays on a

tablet or handheld console: 21.5M

“your paying players spend a maximum of 30%

of their budget on your single screen game”

- Peter Warman, CEO Newzoo

Shall I follow… …my paying gamers across his screens?

© 2013 Newzoo

3

Single Screen Metrics are very cool

© 2013 Newzoo/Distimo

downloads

revenues

24 DEC 2012 - 19 JAN 2013

24 DEC 2012 - 19 JAN 2013

ENTERTAINMENT SCREEN

COMPUTER SCREEN

FLOATING SCREEN

PERSONAL SCREEN

CONSUMER

Screens

Connectors

SOCIAL NETWORKS

THE CLOUD

THE REAL WORLD

© 2013 Newzoo

Single Screen Metrics are very cool but watch out

1. Cost of acquisition 2. Conversion 3. ARPPU 4. Lifetime Value

OOOPSSS!! My COA is unaffordable

What do I do now?

Metrics

ENTERTAINMENT SCREEN

COMPUTER SCREEN

FLOATING SCREEN

PERSONAL SCREEN

CONSUMER

Screens

Connectors

SOCIAL NETWORKS

THE CLOUD

THE REAL WORLD

© 2013 Newzoo

Games as IP Marketing across all screens. What travels best? Content! Games

Consumers Drive Change And expect IP to travel across screens

EU US JP

iOS vs GooglePlay Top 200 grossing games, December 2012

© 2013 Newzoo

US TUR POL

Women play, Men pay

Age/gender of payers

Revenues

© 2013 Newzoo

Know Your Gamer Especially the ones that pay

work situation income work situation income

© 2013 Newzoo

Know Your Gamer Especially the ones that pay

Did you know that there are 5,800,000 paying American female mobile gamers that frequently shop at CVS Pharmacy?

© 2013 Newzoo

Know Your Gamer Especially the ones that pay

Did you know that 48% of 4.5M paying female mobile gamersthat actively use an iPad frequently use Craigslist?

…. 2.5M male paying mobile gamers that use an iPad can be found on espn.com?

© 2013 Newzoo

Know Your Gamer Especially the ones that pay

Did you know that 27% of 7.3M paying male mobile gamers that actively use an iPad frequently watches CNNt?

…. 0.8M female paying mobile gamers that use an iPad watch Nickelodeon?

In an Ideal World We would exactly understand consumers and have all the metrics

© 2013 Newzoo

ENTERTAINMENT SCREEN

COMPUTER SCREEN

FLOATING SCREEN

PERSONAL SCREEN

CONSUMER

Screens

Connectors

SOCIAL NETWORKS

THE CLOUD

THE REAL WORLD

Games Metrics

several key clients cannot be disclosed

© 2013 Newzoo

You are not the first Newzoo Clients

Let’s Close That Gap! Peter Warman, Newzoo, New York, 29 January 2013

© 2013 Newzoo

29JAN2013NYC

CONTENT MARKETING IN A MULTI-SCREEN WORLD

MOBILE GAMES | CONSUMERS VS METRICS

PETER WARMAN CEO NEWZOO

peter@newzoo.com www.newzoo.com

This keynote is available in the Newzoo mobile

app now

© 2013 Newzoo