presentation
TRANSCRIPT
Who Are We?
Previous White Papers
#GamingOnTheGo
Bridging the Gap• 18-24 year olds are “Mobile Addicts”
• Mobile games make up the most app downloads
• Spend the most time with mobile games, but not the most money
Source: FLURRY, 2014; MILLENNIAL MEDIA, 2013
How We Gathered Insights
Four focus groups
National Survey 241 completions
4 KeysTo Winning Big With
Young Adult Mobile Gamers#GamingOnTheGo
Key 1: Keep it Lite
#GamingOnTheGo
Mobile Gaming Classifications
Play > 4 hours per week
Heavy - 18%
Play < 4 hours per week
Light - 82%
Key 1: Keep it Lite Source: YAYA CONNECTION NATIONAL SURVEY, 2014
Key 1: Keep it Lite
Do You Consider Yourself a Gamer?
No77%
Yes 23%
Source: YAYA CONNECTION NATIONAL SURVEY, 2014
Key 1: Keep it Lite
Why Are They Playing?
Source: YAYA CONNECTION NATIONAL SURVEY, 2014
Key 1: Keep it Lite
Where Are They Playing?
51% At home
Source: YAYA CONNECTION NATIONAL SURVEY, 2014
27% In transit
15% At school
4% At work
3% “On the toilet”
?
Key 1: Keep it Lite
Favorite Mobile Games:
Source: YAYA CONNECTION NATIONAL SURVEY, 2014
Key 1: Keep it Lite Source: YAYA CONNECTION FOCUS GROUP, 2014
Key 1: Keep it Lite Source: YAYA CONNECTION FOCUS GROUP, 2014
Key 1: Keep it Lite Source: YAYA CONNECTION FOCUS GROUP, 2014
Source: YAYA CONNECTION NATIONAL SURVEY, 2014Source: YAYA CONNECTION NATIONAL SURVEY, 2014
How long do you actively play a game before abandoning or deleting it?
1-2
< 1
3-4
5-6
7-8
> 8
Weeks
60% Play 1-4
weeks
Key 1: Keep it Lite
Key 2: Know the Social Taboos
#GamingOnTheGo
Key 2: Know the Social Taboos
Walking a Thin Line
Source: GAMES.COM; IMGFLIP; SOCIALMEDIAOVERFLOW
Key 2: Know the Social Taboos Source: YAYA CONNECTION NATIONAL SURVEY, 2014
Yes No
How many people send Facebook
invites?
17%
83%
Always SometimesNever
How many accept them?
87%
12%
1%
Key 2: Know the Social Taboos
Light gamers
Facebook Invites Mostly Ineffective.
Except:
Source: YAYA CONNECTION NATIONAL SURVEY, 2014
+20%Heavy gamers
Key 2: Know the Social Taboos
So what works?
Most recent mobile game download motivated by:
Source: YAYA CONNECTION NATIONAL SURVEY, 2014
44%
Word of
Mouth
Key 2: Know the Social Taboos
Competition
Source: YAYA CONNECTION FOCUS GROUP, 2014
Key 2: Know the Social Taboos
Screenshots Spur Competition
Key 2: Know the Social Taboos
The Voices of the YAYA Mobile Gamer
Social W.O.M
Key 3: In-Game is the Way to Go
#GamingOnTheGo
Key 3: In-Game is the Way to Go
Competitive Landscape
Out of 216,000 active game apps on the App Store:
Source: 148APPS, 2014
Free
$0.99
$1.99$2.9
9
+
62%
Key 3: In-Game is the Way to Go
How Many YAYA Mobile Gamers Have Bought a Game?
Source: YAYA CONNECTION NATIONAL SURVEY, 2014
No – 50%
Yes – 50%
ONE28%
TWO37%
THREE16%
FOUR4%
>FIVE15%
HOW MANY?
Key 3: In-Game is the Way to Go Source: YAYA CONNECTION NATIONAL SURVEY, 2014
Why YAYA Gamers Don’t Buy Games
83%
76% 15
%5%
Key 3: In-Game is the Way to Go Source: YAYA CONNECTION NATIONAL SURVEY, 2014
Key 3: In-Game is the Way to Go
In-Game Purchases: Cracking the YAYA Wallet
No74%
Yes26%
Source: YAYA CONNECTION NATIONAL SURVEY, 2014
Key 3: In-Game is the Way to Go
Industry Findings
Source: SWRVE, 2014
Less than one percent of mobile gamers account for half of in-game revenue.
Key 3: In-Game is the Way to Go
Get a competitive edge
Extra levels
Why YAYAs Make In-Game Purchases:
Difficulty levelSource: YAYA CONNECTION NATIONAL SURVEY, 2014
Time saver
Sense of Guilt
Key 3: In-Game is the Way to Go Source: YAYA CONNECTION FOCUS GROUP, 2014
Easing the
GuiltPresent purchase
as a “tool” rather than a
“cheat”
Key 3: In-Game is the Way to Go
Key 4: Advertiser, Add Value
#GamingOnTheGo
Key 4: Advertiser, Add Value Source: YAYA CONNECTION FOCUS GROUP, 2014
“We’d like it if you…”
Key 4: Advertiser, Add Value Source: YAYA CONNECTION FOCUS GROUP, 2014
Enhance the Experience
Key 4: Advertiser, Add Value
Enhance the Experience
Key 4: Advertiser, Add Value
Enhance the Experience
Key 4: Advertiser, Add Value
Key 4: Advertiser, Add Value Source: YAYA CONNECTION NATIONAL SURVEY, 2014
Enhance the Experience
Key 4: Advertiser, Add Value Source: WHAT’S THE DIFFERENCE, 2014
Enhance the Experience
Know the player
Source: YAYA CONNECTION FOCUS GROUP, 2014
Looking ForwardFacebook has a publishing platform that’s great for smaller game
developers
Source: FACEBOOK DEVELOPERS, 2014
Unlock theMinds of Mobile
Gamers Using the 4 Keys
INSIGHT: KEEP IT LITE
I’m not a gamer. A gamer is someone who plays Halo in his mom’s basement. Mobile games are just something to do when I have time to kill or
want to procrastinate. I don’t feel as guilty pulling out my phone as I do turning on TV when I have
things to do. It was a joke among my friends when we all got addicted to Flappy Bird, but I
never told them I accidentally spent three hours playing one night,
#whoops.
INSIGHT: FOSTER, DON’T FORCE SOCIAL ENGAGEMENT
I’m not going to download a game just because my friend’s dad sent me a Facebook invite for it. That’s weird. Sometimes I purposely don’t play games I get invites for out of spite; it’s just so spammy. I’ll only
send invites to my close friends in dire situations (like when I run out of lives on Candy Crush and I’m trying
to beat my brother) because we have a joking agreement about it.
“Yes, I did it. I paid a dollar for a stupid Candy Crush life, but I was just on this one level I couldn’t beat
and it was getting late, ya know? Instead of waiting 30 minutes for a new life, sometimes I’ll just pay the dollar to get one immediately. I hate to admit it, but I’ve also forked over the 99 cents a few times when playing my boyfriend. I can’t stand losing to him.”
INSIGHT: IN GAME IS THE WAY TO GO
No, I really don’t want to download Farm Heroes right now. Do they actually expect people to click on these ads? I don’t want any of these things, but I could go for a pizza. Gah! Those stupid tiny Xs my fingers are too fat for drive me crazy. If anything I click on takes me to three different browsers, you can bet I’m not
going to click on it again. And what is this, the ‘90s? I haven’t seen graphics this bad since ATARI.
INSIGHT: ADVERTISERS, ADD VALUE
Takeaways
#GamingOnTheGo
#1Game Design
EssentialsMust be easy to pick up/put down
Have frequent and evolving objectives/achievements
Have a simple layoutMake success screens prominent
#2Be Social Savvy
Foster, don’t force social engagementUse the competitive spirit to your advantage
#3In-Game
• Present in-game purchases as tools, not cheats• The road to riches begins after the download
#4Add Value
Invite users to interact with your brand and provide them something in return
Sponsor contentOffer in-game rewards for watching ads
Story Time2048
#GamingOnTheGo
Google Trends
FREE$1.99
Sneak Peek
FLURF
#GamingOnTheGo
Key 1: Keep it LiteYes!(and more to
come)
Key 2: Know the Social TaboosYes!
Key 3: In-Game is the Way to GoYes!
Key 4: Advertisers, Add ValueMostly!
Thank You!
Questions?