Super Data for Digital Games
1
SuperData | Digital games market intelligence
Prepared for GDC Europe 2014
#GDCEurope @StephiNaners @_SuperData
2
Stephanie Llamas Senior Analyst, Consumer Insights SuperData Research @Stephinaners @_SuperData
#GDCEurope @StephiNaners @_SuperData
#GDCEurope @StephiNaners @_SuperData
Who are gamers?
Who are gamers?
#GDCEurope @StephiNaners @_SuperData
Who are gamers?
#GDCEurope @StephiNaners @_SuperData
Who are gamers?
#GDCEurope @StephiNaners @_SuperData
Who are gamers?
Who are gamers?
Name: Alice AKA Stephanie’s !!! Grandma! !
Age: Undisclosed (about the age ! of a grandma)!!
Occupation: Former RN/Currently !! retired! !
Favorite games: PacMan, Legend !! of Zelda, ! ! FarmVille
Name: Alice AKA Stephanie’s !!! Grandma! !
Age: Undisclosed (about the age ! of a grandma)!!
Occupation: Former RN/Currently !! retired! !
Favorite games: PacMan, Legend !! of Zelda, ! ! FarmVille
Who are gamers?
Name: Alice AKA Stephanie’s !!! Grandma! !
Age: Undisclosed (about the age ! of a grandma)!!
Occupation: Former RN/Currently !! retired! !
Favorite games: PacMan, Legend !! of Zelda, ! ! FarmVille
Who are gamers?
HARDCORE!
GAMER
Asia
$18.6 billion
North America
$12.3 billion
Latin America
$4.3 billion
Europe
$11.6 billion
Rest of world
$2.1 billion
SuperData | Digital games market intelligence
Worldwide digital games revenues, 2014E
#GDCEurope @StephiNaners @_SuperData
SuperData | Digital games market intelligence
Worldwide digital games revenues, 2014E
#GDCEurope @StephiNaners @_SuperData
2011 2012 2013 2014
$48.9$42.6
$34.5$23.7
SuperData | Digital games market intelligence
Worldwide digital games revenues, 2014E
#GDCEurope @StephiNaners @_SuperData
2011 2012 2013 2014
$48.9$42.6
$34.5$23.7 +2x
15J F M A M J J A S O N D J F M A M J J A S O N D
WW digital games market ($ mil)M
onth
ly re
venu
e ($ m
il)
2013 2014
Digital category Last year total(billions USD)
Y-o-Y growth %
Subscription-based MMOs
Free-to-play MMOs
Digital PC (games, MTX, DLC)
Digital Console (games, MTX, DLC)
Mobile (iOS + Android)
Social (all platforms) $8.7 20%Overall
Breakdown by segment
#GDCEurope @StephiNaners @_SuperData
16J F M A M J J A S O N D J F M A M J J A S O N D
WW digital games market ($ mil)M
onth
ly re
venu
e ($ m
il)
2013 2014
Digital category Last year total(billions USD)
Y-o-Y growth %
Subscription-based MMOs
Free-to-play MMOs
Digital PC (games, MTX, DLC)
Digital Console (games, MTX, DLC)
Mobile (iOS + Android) $21.1 19%Social (all platforms) $8.7 20%
Overall
Breakdown by segment
#GDCEurope @StephiNaners @_SuperData
17J F M A M J J A S O N D J F M A M J J A S O N D
WW digital games market ($ mil)M
onth
ly re
venu
e ($ m
il)
2013 2014
Digital category Last year total(billions USD)
Y-o-Y growth %
Subscription-based MMOs
Free-to-play MMOs
Digital PC (games, MTX, DLC)
Digital Console (games, MTX, DLC) $2.5 26%
Mobile (iOS + Android) $21.1 19%Social (all platforms) $8.7 20%
Overall
Breakdown by segment
#GDCEurope @StephiNaners @_SuperData
18J F M A M J J A S O N D J F M A M J J A S O N D
WW digital games market ($ mil)M
onth
ly re
venu
e ($ m
il)
2013 2014
Digital category Last year total(billions USD)
Y-o-Y growth %
Subscription-based MMOs
Free-to-play MMOs
Digital PC (games, MTX, DLC) $6.2 16%
Digital Console (games, MTX, DLC) $2.5 26%
Mobile (iOS + Android) $21.1 19%Social (all platforms) $8.7 20%
Overall
Breakdown by segment
#GDCEurope @StephiNaners @_SuperData
19J F M A M J J A S O N D J F M A M J J A S O N D
WW digital games market ($ mil)M
onth
ly re
venu
e ($ m
il)
2013 2014
Digital category Last year total(billions USD)
Y-o-Y growth %
Subscription-based MMOs
Free-to-play MMOs $8.0 5%Digital Console (games,
MTX, DLC) $2.5 26%Digital PC (games, MTX,
DLC) $6.2 16%Mobile (iOS + Android) $21.1 19%Social (all platforms) $8.7 20%
Overall
Breakdown by segment
#GDCEurope @StephiNaners @_SuperData
20J F M A M J J A S O N D J F M A M J J A S O N D
WW digital games market ($ mil)M
onth
ly re
venu
e ($ m
il)
2013 2014
Digital category Last year total(billions USD)
Y-o-Y growth %
Subscription-based MMOs $2.5 -9%
Free-to-play MMOs $8.0 5%Digital Console (games,
MTX, DLC) $2.5 26%Digital PC (games, MTX,
DLC) $6.2 16%Mobile (iOS + Android) $21.1 19%Social (all platforms) $8.7 20%
Overall
Breakdown by segment
#GDCEurope @StephiNaners @_SuperData
21J F M A M J J A S O N D J F M A M J J A S O N D
WW digital games market ($ mil)M
onth
ly re
venu
e ($ m
il)
2013 2014
Digital category Last year total(billions USD)
Y-o-Y growth %
Subscription-based MMOs $2.5 -9%
Free-to-play MMOs $8.0 5%Digital Console (games,
MTX, DLC) $2.5 26%Digital PC (games, MTX,
DLC) $6.2 16%Mobile (iOS + Android) $21.1 19%Social (all platforms) $8.7 20%
Overall $49 15%
Breakdown by segment
#GDCEurope @StephiNaners @_SuperData
Traditional video game industry value chainResponsibility Example $60
Developer ‣ design, programming, debugging, writing, animation, localization
‣ Westwood Studios, RockStar Studios, Infinity Ward
$6
Publisher‣ capital ‣ marketing ‣ legal, licensing
‣ Electronic Arts, Take-Two, Activision/Blizzard $24
Manufacturer ‣ certificate ‣ production, manufacturing ‣ Nintendo, Sony, Microsoft $12
Distributor ‣ man in a van ‣ storage, delivery
‣ GameWorld, Game Center Distribution $3
Retailer ‣ shelf space ‣ customer loyalty, prod. offerings
‣ GameStop, BestBuy, Walmart $15
#GDCEurope @StephiNaners @_SuperData
Responsibility Example $0.99
Developerdesign, programming, debugging, writing, animation, localization, analytics, monetization, community management
‣ Rovio, OMGPOP! $0.15
Publisher‣ capital, marketing ‣ legal, licensing ‣ user acquisition
‣ Kabam!, KIXEYE, Zynga $0.54
Manufacturer‣ certificate ‣ production, manufacturing ‣ curation
‣ Apple, Google $0.30
Distributor ‣ storage, delivery ‣ Steam, GamersGate
Retailer ‣ user recommendation engine ‣ payment
New video game industry value chain
#GDCEurope @StephiNaners @_SuperData
Digital vs Retail-based revenue for major publicly traded publishers
Retail vs. Digital
Digital vs retail revenues from quarterly filings and estimates for: Activision, EA, Ubisoft, Take Two, Square Enix, Konami, Capcom, Disney, THQ.
#GDCEurope @StephiNaners @_SuperData
2010 20122011 2013Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Reve
nue (
$M)
Retail
Digital
Q1 Q2 Q3 Q4
25
We know the industry’s growing… but why?
#GDCEurope @StephiNaners @_SuperData
26
We know the industry’s growing… but why?
#GDCEurope @StephiNaners @_SuperData
Mobile Games
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Mobile Games
#GDCEurope @StephiNaners @_SuperData
5.0%
5.2%
$21.60
$19.52
Q1 2014
Q1 2013Conversion ARPPUU.S.
Mobile Games
2012 2013 2014
43% Western market share of mobile games revenue
#GDCEurope @StephiNaners @_SuperData
Mobile Games
2012 2013 2014
43% Western market share of mobile games revenue
$21.1B 2014E worldwide mobile games revenue
#GDCEurope @StephiNaners @_SuperData
Mobile Games
2012 2013 2014
43% Western market share of mobile games revenue
$21.1B 2014E worldwide mobile games revenue
1.9B 2014E worldwide mobile games audience (MAU)
#GDCEurope @StephiNaners @_SuperData
Mobile Games
2012 2013 2014
43% Western market share of mobile games revenue
$21.1B 2014E worldwide mobile games revenue
1.9B 2014E worldwide mobile games audience (MAU)
9% 74% 34%
#GDCEurope @StephiNaners @_SuperData
0
100
200
300
400
Mobile Games
#GDCEurope @StephiNaners @_SuperData
# of
mob
ile g
ames
0
100
200
300
400
Mobile Games
#GDCEurope @StephiNaners @_SuperData
0
100
200
300
400
#GDCEurope @StephiNaners @_SuperData
Mobile Games Cartel
Trend: Mobile
1002013
Jan Feb Mar
U.S.CPI ARPU
2014Jan Feb Mar
137
105
indexed
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Free-to-play MMOs
2011 2012 2013 2014
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P2P
Free-to-play MMOs
2011 2012 2013 2014
#GDCEurope @StephiNaners @_SuperData
F2P
P2P
Free-to-play MMOsMOBAs
#GDCEurope @StephiNaners @_SuperData
Free-to-play MMOs
League of Legends
MOBAs
#GDCEurope @StephiNaners @_SuperData
J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J
Free-to-play MMOs
League of Legends
MOBAs
2011 2012 2013 2014
#GDCEurope @StephiNaners @_SuperData
$7MAverage monthly revenue in 2011
J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J
Free-to-play MMOs
League of Legends
MOBAs
2011 2012 2013 2014
$70MAverage monthly revenue in 2013
#GDCEurope @StephiNaners @_SuperData
$7MAverage monthly revenue in 2011
J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J
Free-to-play MMOs
League of Legends
MOBAs
2011 2012 2013 2014
$70MAverage monthly revenue in 2013
#GDCEurope @StephiNaners @_SuperData
217%Growth in MAU - July 2012 vs. July 2014
32MM26MM26MM
16MM15MMLeague of Legends:
Season 3 World Championship
BCS National Championship
NBA Finals (Game 7)
NCAA Basketball Final Four (Average)
MLB World Series
Data: Nielsen, Riot #GDCEurope @StephiNaners @_SuperData
Free-to-play MMOsMOBAs
5-on-5 teamsFree-to-play MMOs
MOBAs
#GDCEurope @StephiNaners @_SuperData
5-on-5 teams35-45 min matches
Free-to-play MMOsMOBAs
#GDCEurope @StephiNaners @_SuperData
5-on-5 teams35-45 min matchesLow barrier to entry
Free-to-play MMOsMOBAs
#GDCEurope @StephiNaners @_SuperData
5-on-5 teams35-45 min matches
Skill-basedLow barrier to entry
Free-to-play MMOsMOBAs
#GDCEurope @StephiNaners @_SuperData
$2MMLeague of Legends prize pool
+salariesaside from prize and sponsorship revenue
Free-to-play MMOsMOBAs
#GDCEurope @StephiNaners @_SuperData
2011 2012 2013
prize money
million
2014E
$32
2010 2014E
#GDCEurope @StephiNaners @_SuperData
eSports
2011 2012 2013
viewers
prize money
118million
2014E
million
2014E
$32
2010 2014E
#GDCEurope @StephiNaners @_SuperData
eSports
2011 2012 2013
viewers
prize money
As more people watch eSports, the stakes get higher
118million
2014E
million
2014E
$32
2010 2014E
#GDCEurope @StephiNaners @_SuperData
eSports
attend live eventsone quarterwatch every day
#GDCEurope @StephiNaners @_SuperData
eSports
attend live eventsone quarterwatch every day
2.2 hoursAverage eSports viewing session
#GDCEurope @StephiNaners @_SuperData
eSports
attend live eventsone quarterwatch every day
Average number of eSports viewing sessions in a month19 times2.2 hours
Average eSports viewing session
#GDCEurope @StephiNaners @_SuperData
eSports
25K21K20K18K
13K
U.S. Open Men’s Grand Slam Final
MLG Spring Championship
NBA Finals (Game 7)
Stanley Cup (Game 6)
LOL Season 3 World Champ.
Data: Riot, NHL, NBA, MLG, U.S. Open
eSports
#GDCEurope @StephiNaners @_SuperData
The age of streaming
540K535K498K
465K464K
Number of average prime time viewers
Data: Nielsen, Twitch
eSports
#GDCEurope @StephiNaners @_SuperData
x2
YouTube
Time spent viewing gaming content
2011 2012
Data: YouTube, MLG, Twitch
The age of streamingeSports
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x2 x3
YouTube MLG.tv
Time spent viewing gaming content
2011 2012 2012 2013
Data: YouTube, MLG, Twitch
The age of streamingeSports
#GDCEurope @StephiNaners @_SuperData
x2 x3 x2
YouTube MLG.tv Twitch.tv
Time spent viewing gaming content
2011 2012 2012 2013 2012 2013
Data: YouTube, MLG, Twitch
The age of streamingeSports
#GDCEurope @StephiNaners @_SuperData
x2 x2
YouTube Twitch.tv2011 2012 2012 2013
x2 x3$1B#GDCEurope @StephiNaners @_SuperData
The age of streamingeSports
Time spent viewing gaming content
Digital Console
#GDCEurope @StephiNaners @_SuperData
Worldwide digital console market*
Audience
2013
2014
E Audience
196MM
214MM
Digital Console
#GDCEurope @StephiNaners @_SuperData
Worldwide digital console market*
RevenueAudience
2013
2014
ERevenueAudience
196MM$2.0B
214MM$2.5B
Digital Console
#GDCEurope @StephiNaners @_SuperData
1.98%
1.83%
$26.37
$24.60
Average revenue
Worldwide digital console market
Conversion
*
per paying userrate
Q1 20
13
RevenueAudience
2013
2014
ERevenueAudience
196MM$2.0B
214MM$2.5B
Q1 20
14
Digital Console
#GDCEurope @StephiNaners @_SuperData
10% - Side stories19% - Class unlocks26% - Songs26% - Map packs32% - Expansion packs33% - Vehicles or upgrades36% - Vanity items55% - New weapons or upgrades
Percentage of spenders who bought the following items:
Digital Console
#GDCEurope @StephiNaners
10% - Side stories19% - Class unlocks26% - Songs26% - Map packs32% - Expansion packs33% - Vehicles or upgrades36% - Vanity items55% - New weapons or upgrades
Percentage of spenders who bought the following items:
55%Spenders who purchase weapons/weapon upgrades
Digital Console
#GDCEurope @StephiNaners
10% - Side stories19% - Class unlocks26% - Songs26% - Map packs32% - Expansion packs33% - Vehicles or upgrades36% - Vanity items55% - New weapons or upgrades
Percentage of spenders who bought the following items:
55%Spenders who purchase weapons/weapon upgrades
40%Spenders who say the cost of items is the biggest inhibitor to more console spending
Digital Console
#GDCEurope @StephiNaners
•GTAV Online’s MMO-like environment keeps micro revenues steady longer.
•GTAV uses virtual currency, much like mobile games.
1 2 3 4 5 6 7 8 9 10 11 12
$8$9$10$10$11$13$14$14$15$10$7$0
Month since release
Grand Theft Auto V: Worldwide microtransaction revenue, millions
N/A
#GDCEurope @StephiNaners @_SuperData
Digital Console
63% 37%
Digital Console
#GDCEurope @StephiNaners @_SuperData
63% 37%
age
32years old
average
Digital Console
#GDCEurope @StephiNaners @_SuperData
63% 37%
age salary
32 $57kyears old per year
average average
Digital Console
#GDCEurope @StephiNaners @_SuperData
63% 37%
age salary education
32 $57kyears old per year
3YRSof college
average average average
Digital Console
#GDCEurope @StephiNaners @_SuperData
Women and games
#GDCEurope @StephiNaners @_SuperData
Women and games
80%
20%eSports viewers
#GDCEurope @StephiNaners @_SuperData
Women and games
80%
20%eSports viewers
58%42%
F2P MMO players in
Russia
#GDCEurope @StephiNaners @_SuperData
Women and games
80%
20%eSports viewers
58%42%
F2P MMO players in
Russia
37%63%
U.S. Social Casino gamers
#GDCEurope
Women and games
80%
20%eSports viewers
58%42%
F2P MMO players in
Russia
37%63%
U.S. Social Casino gamers
36%
64%Polish mobile gamers
#GDCEurope
Women and games
80%
20%eSports viewers
58%42%
F2P MMO players in
Russia
37%63%
U.S. Social Casino gamers
36%
64%Polish mobile gamers
35%
65%
U.S. mobile gamers
#GDCEurope
Who are gamers?
#GDCEurope @StephiNaners @_SuperData
Who are gamers?
#GDCEurope @StephiNaners @_SuperData
Who are gamers?
#GDCEurope @StephiNaners @_SuperData
Who are gamers?
#GDCEurope @StephiNaners @_SuperData
#GDCEurope @StephiNaners @_SuperData
Thanks!