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Kids and Games - Digital Kids Conference 2012
1. Kids and Games 2012
Presented at Digital Kids Conference, April 27 2012
M2 Research
2. M2 Research Overview
Company Overview
M2 Research Covers:
• Traditional Gaming: consoles and PCs
• Online Gaming: MMOs, virtual worlds, F2P
• Gaming Segmentation: Analysis of gaming profiles and demographics
• Emerging Trends: mobile, microtransactions
• Technology: emerging tools, new platforms
Our Analysis Includes :
• Market Reports
• Industry Newsletters
• Customized Market Profiles and Analysis
• Consulting With Clients on Marketing, Competitive and Growth Strategies
3. What We All Know About Kids
• Kids love to play games
• Kids try lots of games
• Boys and girls have different play patterns
1. Kids influence over 75% of video game purchases
2. Over 93% say they play games online
4. CONSOLES
Console market is in transition
• Kids influence over $11 billion in video game sales annually
• New console and portable devices
• More downloadable content coming
• Consoles as family entertainment devices
8. Add-ons and Peripherals
More than half have used motion control devices including:
•
Wii Motion Plus
•
Microsoft Kinect
•
Sony Move
Half of all kids are interested in play games in 3D:
•
This may be more of a novelty
Source:
M2 Research: Kids and Games
9. ONLINE
Focus is on social networks and virtual worlds
1. Internet Usage Among Kids is Changing :
• From closed subscription-based model to open/social free-to-play model
2. Online usage is going multi platform – multi screen:
• Kids are becoming platform agnostic
3. Over 93% of all kids say they play games online:
• Access to games and applications critical
10. The Facebook Phenomenon
#1 Site: Online Community or Virtual World
• Facebook ranks #1 for overall web activity and tablet activity
• Over half (55%) have their own Facebook account
11. Online Community or Virtual World
Boys: 8-11
Girls: 8-11
Boys: 12-15
Girls: 12-15
Source:
M2 Research: Kids and Games
12. Favorite Websites
Over 93% of kids play games online
35.0
30.0
25.0
20.0
15.0
10.0
5.0
BOYS %
GIRLS %
0.0
Source:
M2 Research: Kids and Games
13. Mobile
Kids are quickly adopting mobile devices as a preferred
game platform.
• Kids are engaging with multiple screens simultaneously
• Not just at the PC, but on the living room couch as well
• Mobile devices are changing the way kids engage with their games
PHONES:
• 64% - kids have mobile phones
• Girls are playing more on mobile devices than boys
TABLETS:
• 45% - kids have played games on a tablet
• 79% - play on an iPad
Kids play some form of digital entertainment multiple times a day
Kids under 18 make up 25% of marketBUT Kids influence 75% of the purchaseKids 6-12 greatly impact back half of console cycle which is where we are now ** Influence over $11 billion in video game sales alone
Boys 8-11:Call of Duty seriesMario seriesMadden seriesLego seriesHalo seriesNBA seriesWii gamesWWE seriesNeed for Speed seriesNHL seriesGears of War seriesStar Wars seriesBoys 11-15Call of Duty seriesNBA seriesMadden seriesHalo seriesFIFA seriesGrand Theft Auto seriesElder Scrolls seriesLegend of Zelda seriesMario seriesNeed for Speed seriesSaint's Row seriesAssassin's Creed seriesBattlefield 3Girls 8-11Mario seriesJust Dance seriesWii gamesCall of Duty seriesCooking Mama seriesGrand Theft Auto seriesMadden seriesAngry BirdsMichael Jackson Sims seriesWipeoutGirls 12-15Call of Duty seriesMario seriesJust Dance seriesGrand Theft Auto seriesSims seriesWii gamesMichael Jackson The ExperienceRock Band seriesAngry BirdsCooking Mama seriesFIFA seriesFruit Ninja
Boys 8-11 Dropped:CarsSpider-ManRock BandGirls 8-11 Dropped:iCarlyLittlest Pet ShopHannah MontanaGirls 12-15 Added:Call of DutyMichael Jackson Boys 12-15 Added:Battlefield 3Saint’s Row
Girls tend to play more on portables than boys = 2% pointsiOS devices represent a large portion of the market DS/DSi is preferred platform for the 8-11 both boys and girls iPod Touch is preferred platform for 12-15 both boys and girls PSP ranks higher with the older boys than the DS/Dsi
Motion Control57% have used motion control3DGirls 12-15 are not interested in 3D games but girls 8-11 are The majority of boys of are interested in playing 3D games Novelty because
Top Activity: Ages 8-11 -- play games for both boys and girls Ages 12-15 -- chat & social networking for both boys and girls
Web: all ages #1 except boys 8-11 where it is #2 only to YouTubeTablets: #1 for all ages Ages8-11 – 26-31% have their own account Ages 12-15, Boys: 77% have own account and Girls: 83% have own account
Dropped Off The List:MyspaceMiniclipNickNeopetsRobloxAdded To the List:SkypeTwitterMinecraftWorld of WarcraftMoshi MonstersStardoll
Facebook is #1 for all groups except: Boys 8-11 where YouTube is still #1 - Back in 2010 it ranked #7 Tumblr – Girls 12-15 are using the microblogging platform to post text, photos, links, music and videos = 46.2 million blogs and 13.4 million visitors (Comscore)Twitter - social networking for text posts = 140 million users
Apple: 365 million iOS devices67 million iPadsAmazon Store 84% bought their phones newGirls – at least 43% play on mobile devices
Tablet games are slight different:Angry BirdsFruit NinjaPoptropicaMinecraftPlants vs. Zombies
What it means for developers:More entertainment on more devices Lots of opportunity, but….Higher development costsHigher customer acquisition costsHigher retention costsMore security