Se ha denunciado esta presentación.
Se está descargando tu SlideShare. ×

KZero Digital Kids Conference

Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Próximo SlideShare
The Golden Triangle
The Golden Triangle
Cargando en…3
×

Eche un vistazo a continuación

1 de 22 Anuncio

Más Contenido Relacionado

Presentaciones para usted (20)

Similares a KZero Digital Kids Conference (20)

Anuncio

Más de KZero Worldswide (17)

Más reciente (20)

Anuncio

KZero Digital Kids Conference

  1. 1. Virtual Worlds /MMOs: Key Data, Metrics and Insight Digital Kids Conference, NYC, Feb 2013 Nic Mitham, KZero
  2. 2. KZero Clients
  3. 3. Universe Chart State of the Market Q4 2012
  4. 4. Radar Chart Companies by Genre & Status
  5. 5. Market Sizing Penetration Rates and Active Users Q4 2012
  6. 6. Market Penetration: Ages 7 to 13 Active Users as a % of the Addressable Market
  7. 7. Global Unique Active Users (m) Region 7 8 9 10 11 12 13 Total Age North America 0.7 1.5 2.5 3.2 3.3 3.3 3.1 17.6 Latin/South America 0.2 0.4 1.3 1.7 1.8 1.8 1.6 8.8 Western Europe 0.8 1.2 1.6 2.0 2.2 2.5 2.3 12.6 Eastern Europe 0.2 0.3 0.3 0.7 0.6 0.3 0.3 2.6 Asia 1.3 1.8 2.5 4.1 4.5 4.6 4.5 23.2 Australasia 0.1 0.1 0.1 0.3 0.3 0.3 0.4 1.6 Global Total 3.2 5.3 8.3 11.9 12.7 12.8 12.1 66.4 Logged in at least once to a VW/MMO in the quarter
  8. 8. Trends/Strategies Where is the Market going? Key Strategies for Success
  9. 9. Licensing and Merchandising Almost all major (10m+ reg acc) VWs have implemented L&M initiatives Boosts brand awareness, therefore improving monetization conversion Without L&M: 1% - 2% conversion rate to paying With L&M: 4%+ Tying physical product to virtual product is the key strategy Virtual character activation: Skylanders, Bearville Encouraging physical store visits: Distroller Extending the play length: Great for the brand
  10. 10. Moshi Monsters: Activity Timeline Reg Accs Moshi Music announced Trading Cards (Topps) Master toy deal announced DS Game: Theme park DS Game: Moshling Zoo Master toy range launch Magazine launch McDonalds promotion USA
  11. 11. Stardoll: Activity Timeline Reg Accs 1st Clothing Deal: JC Penney 1st Media Deal: Strictly Come Dancing Signs Innovative Artists as Master Agent 2nd Book Deal: Random House 1st Book Deal: Random House 1st Toy Deal: Stardoll by Barbie
  12. 12. Aggressive User Acquisition User Acquisition budget (or rather lack of) was the joint key reason for the failure of ‘Penguin-Chasers’ Circa $750k acquisition budget is required in year one This spend level activates viral index Online channels do work for KT&T acquisition Even for the younger users Sub $1 CPA is target Coupled with managing lapse rate The aggressive VWs are using TV (and L&M) Now seeing smaller VWs using TV from launch 7 VWs using TV advertising in UK
  13. 13. IP-Led and Follow-Ons Fewer start-ups entering the sector Those that do enter need to go for niches More established co’s leveraging IPs are entrants Turner PBS Successful VWs (or founders) are launching new VWs Jumpstart - Math Blaster Club Penguin - Mech Mice Neopets - Monkey Quest User Generated Content - Expect more UGC Especially for younger users
  14. 14. kzero.co.uk @kzeroworldswide Slideshare:‘kzero’

×