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Play Patterns in Digital David Kleeman, SVP Global Trends

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Child development doesn’t change, but its context does.

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Dubit - 4

Swipe the screen (e.g. to change photos, turn the ‘page’ of an e-book)Trace shapes with their fingers

Drag items across the screenOpen their apps

Draw thingsTap the screen to operate commands

Exit apps and enter other appsDrag items and trace shapes

Turn the device on and offIncrease or decrease the volume

Use learning appsUnlock the device

Use creativity appsTake photos

Click on a cross in a box to get rid of a pop-upUse gaming apps

Enlarge or decrease the size of objects by pinching and draggingShow others e.g. siblings how to use the device

Use video appsUse reading apps

Make videosFind new apps in the app-store / market place

Purchase new apps in the app-store / market place

0% 20% 40% 60% 80%

16%

24%

22%

40%

44%

50%

50%

56%

59%

60%

61%

58%

64%

65%

66%

69%

69%

72%

73%

75%

72%

75%

76%

13%

14%

15%

18%

25%

23%

25%

28%

28%

33%

32%

37%

32%

33%

40%

36%

40%

43%

43%

44%

45%

44%

54%

0-2 3-5

Tablet Use: Able to do unassisted

Source: Dubit/University of Sheffield - February 2015. DQ1 We want to understand how comfortable your child is using a tablet. (Base 2000)

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The best toys are 90% kid, and only 10% toy

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In the Toy Hall of Fame

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And Digital Equivalents

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And Digital Equivalents

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And Digital Equivalents

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Familiarity in a Crowded Marketplace

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Brand OverloadNumber of brands mentioned by age (De-duplicated)

Toys

Apps

TV shows

246 141 133 143 135

342 119 152 186 172

345 108 154 188 195

Source: Dubit Trends. (Toys) BQ1. Name three toys; (Apps) BQ2. Name three game apps; BQ12c. Name three video apps; BQ4. Name three messaging apps; (TV shows) BQ7. Name three TV shows that you like the most right now (Base: Germany Wave 4 500 127 (2-4), 124 (5-7), 128 (8-10), 121 (11-15))

Total 2-4 year olds 5-7 year olds 8-10 year olds 11-15 year olds

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Longer Tail, Fatter Head

0%

15%

30%

Mar 2015 Mar 2016

1005 1129Number of different brands

Top 5 brands (market share) 11.9% 13.3%

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acceptable

not acceptable

Is played by parents

Never played by parents

Benefits child

Doesn’t benefit child

The Trust Zone

Dubit Trends Wave 6 (UK) 14

2%

7%

3%

3%

3%2%

3%

15%21%26%

17%18%

47%

5%3%

3%5%

7%

4%6%

6%

3%

3%

2%

5%5%

4%5%

9%

2%

3%

14%

7%6%15%

4%2%6%5%8%

6%5%3%4%6%6%

4%5%16%13%

Watch on a TV show/series Watch online Watch on DVD As a movie/film As a video/computer game As a gaming appAn app that isn’t a game (e.g. stories, songs, etc) A book A magazine A toy A board game MusicEvent (e.g. exhibition, live show) Theme Park Attraction

Brands originating in toys - Total sample

Cross-platform consumption

Source: Dubit Trends. BQ14. We are going to show you a selection of toys, games, apps, TV shows and books, for each one we'd like you to tell us how you enjoy them? (Base: Wave 6 UK 1119)

Dubit Trends Wave 6 (UK) 15

3%

2%1%

3%2%

2%

3%3%3%3%

8%11%7%

4%3%3%

4%

3%3%3%

3%

4%3%3%

3%3%

14%10%

8%28%

17%15%26%

9%18%10%

24%

7%9% 5%

10%4%

5%5%4%4%7%

7%4% 15%6%

Watch on a TV show/series Watch online Watch on DVD As a movie/film As a video/computer game As a gaming appAn app that isn’t a game (e.g. stories, songs, etc) A book A magazine A toy A board game MusicEvent (e.g. exhibition, live show) Theme Park Attraction

Brands originating in digital - Total sample

Cross-platform consumption

Source: Dubit Trends. BQ14. We are going to show you a selection of toys, games, apps, TV shows and books, for each one we'd like you to tell us how you enjoy them? (Base: Wave 6 UK 1119)

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Converting an Existing Brand to Digital

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AudienceExpectations, Culture, Consumption

TechnologyGaming,

UGC, Social

BrandSource,

Adaptations,

Feasibility

Three Key Lenses

• Who are our target audiences - traditional and new?

• What do our audiences knows about the brand?

•What do traditional audiences love about the brand?

• Why does extending to new platforms add?

• What does extending to new platforms disturb?

•What heritage properties must be kept and left behind?

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Components

Personality

Essence

Targeted Change

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Bob the Builder: Classic Play, Digital Platform

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Kart Kingdom: Move, Play, Build, Collect

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Step 1: Set-up

Bringing Classic Play to Virtual Reality

Step 2: Acclimatisation Step 3: Comfort

• Limit play area • Pace dictated by player • Encourage exploration

• Mini-games to focus • Easter eggs for delights • Easy to describe actions

• Transitional objects / narrative • Intuitive control systems • No fail

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Thank you!

David Kleeman SVP Global Trends

david.kleeman@dubitlimited.com @davidkleeman

312-371-4921

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