Online Gaming Category Overview

Transcription

1 Online Gaming Category Overview Yandex International Business Development

2 Segment Volumes ü Query dynamics ü User interest growth in regions ü Category growth forecast

3 Search queries in Gaming category increased by 18% 180 Search queries in Gaming Category % Millions of Search Queries ,332,749,976 1,564,292, Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb Comparison Period: Mar 12 - Feb 13 and Mar 13 - Feb 14. 3

4 Fastest growth came from areas outside Moscow & St Petersburg Over the last 12 months the number of queries on online gaming increased: In Moscow and St- Petersburg by 15% In Russian regions (except Moscow and St- Petersburg) by 23%; In CIS- countries (except Russia) by 37%. 200% Search queries in Gaming Category 180% 160% 140% Growth in Queries 120% 100% 80% 60% 40% 20% 0% Russia (except Moscow and St-Petersburg) CIS Moscow and Saint-Petersburg 2012 Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb 4

5 Overall share of queries is decreasing in big cities 100% Share of Search Queries: Cities vs Regions 90% 80% Share of total Queries 70% 60% 50% 40% 30% 72% 74% 73% 74% 75% 75% 73% 75% Russia (except Moscow and St- Petersburg) Moscow and Saint-Petersburg 20% 28% 26% 27% 26% 25% 25% 27% 25% 10% 0% Spring 2012 Summer 2012 Autumn 2012 Winter 2013 Spring 2013 Summer 2013 Autumn 2013 Winter

6 Winter is peak season for gaming queries 400 Seasonality of Gaming Search Queries: Russia vs CIS Millions of Search Queries Russia CIS 50 0 Spring 2012 Summer 2012 Autumn 2012 Winter 2013 Spring 2013 Summer 2013 Autumn 2013 Winter

7 Solid query growth forecast through 2014 and ,000,000 Forecast for Gaming Query Growth 200,000,000 Queries 150,000, ,000,000 50,000, Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 Feb Mar Apr May Jun Jul Aug 7

8 Online Games by Genre ü Most popular games genres ü User interest growth in genres ü Interest towards MMO games

9 Action, Shooter and Adventure games dominate 35 Monthly Search Queries by Gaming Genre 30 Millions of Queries Action Shooter Adventure RPG Simulation Strategy Arcade Fighting Logical Slasher Online board games Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb 9

10 Action, Shooter and Adventure make up almost 75% of interest 0.7% 0.6% 1.5% 0.2% 6.5% 3% 25% 10.3% 10.4% 22.1% 22.4% Action Shooter Adventure RPG Simulation Strategy Arcade Fighting Logical Slasher Online board games The main interests of users are divided among three genres. The interest in genre is heavily driven by specific branded titles. For example, these titles exemplify the top categories: AcEon World of Tanks GTA Shooter Counter Strike, Warface, Adventure MinecraP Generic queries for the most popular genres make up no more than 3-7% of the total volume. 10

11 Strong growth is seen in many of the genres 350 Annual Query Growth by Gaming Genre 11 Millions of Queries % +7% +25% -6% +7% +44% Mar 2012 Feb 2013 Mar 2013 Feb 2014 Dynamics by percent. Adventure increased by 69%, mainly from the growth of interest in the game Minecraft. Interest towards RPG fell by 6% due to the decreased interest by generic search toward mmorpg, but also a reduced interest in the games WOW и Lineage. However, there is a tendency of growing interest in mmorpg Archeage. -3% +10% +18% -21% +6% Adventure Shooter Action RPG Simulation Strategy Arcade Fighting Logical Slasher Online board games

12 Absolute annual query growth by Gaming Genre Adventure 113,638,680 Action 54,067,686 Strategy Shooter Simulation Fighting Logical Online board games Arcade Slasher RPG 24,648,065 16,926,087 7,798,090 1,599,266 1,405, ,303-1,466,399-2,103,618-8,324,391-20,000,000-20,000,000 40,000,000 60,000,000 80,000, ,000, ,000,000 12

13 MMO Action is the largest and fastest growing area 18 Search Queries per MMO Theme Millions of Queries MMO ACTION MMOFPS MMORPG MMORTS + MOBA MMORG Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb The most popular type of Massively Multiplayer Online Games is MMO Action, representing games like World of Tanks, World of Warplanes, War Thunder. 13

14 Online Games ü TOP online games ü Browser vs Client games ü Online games popularity by platforms ü Online games popularity by contribution model

15 World of Tanks is by far the most popular MMO game 16 Search Queries by MMO Game Title 14 Millions of Search Queries World of Tanks Counter Strike Warface Dota World of Warcraft ArcheAge Call of Duty Fallout Online Battlefield Lineage Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb 15

16 World of Tanks is also most popular Action game 16 Search Queries by Action Game Title 14 Millions of Search Queries Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb World of Tanks GTA Thief War Thunder Batman Hitman World of Warplanes Castlevania Prince of Persia Dishonored 16

17 Shooter Titles: Counter Strike is most popular, but Warface is growing quickly 9 Search Queries by Shooter Game Title 8 7 Millions of Search Queries Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb Counter Strike Warface Call of Duty Battlefield Far Cry Crysis Saints Row Half-Life Resident Evil Left 4 Dead 17

18 Minecraft dominates the Adventure category Search Queries by Adventure Game Title 25 Millions of Search Queries Minecraft Assassin's Creed The Last of Us Darksiders Watch Dogs Overlord The wolf among us The Walking Dead Mirror's Edge Machinarium Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb 18

19 PC games dominate the online gaming market Search Queries by Platform for Online Games PC games Mobile games Console games 2012 Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb 19

20 Free-2-Play and Buy-2-Play revenue models dominate 40,000,000 Search Queries by Revenue Model for Online Games 35,000,000 30,000,000 Queries 25,000,000 20,000,000 15,000,000 Free-2-play Buy-2-play Pay-2-play Freemium 10,000,000 5,000, Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb 20 Free-2-play (World of Tanks, Counter Strike, Dota) Buy-2-play (Minecraft, GTA Online) Pay-2-play (World of Warcraft, Diablo, EVE) Group «Freemium» mainly consists of games for mobile platforms

21 Search Patterns ü Various writings of games titles ü Queries for gaming-related terms

22 Search Query Behavior of Online Gamers 1.8% 16.4% 23.7% Full original title (e.g. "World of Tanks") Full original title, written in Russian (e.g. "Контр Страйк") 13.2% Abbreviations in Russian (e.g. "ГТА") Abbreviations in English (e.g. "GTA") Slang (e.g. "Контра") 13.5% 31.3% Game title with misprints 22 55% of users queries for online games are in Russian. The other 45% use queries in English. Only 55% of queries include the original title of online game. 45% of queries include slang, abbreviations and short titles.

23 Queries made by users searching for gaming-related terms 2.0% 0.6% 0.3% Installation, downloads, clients 9.4% Learning, lets-play, giudes, videos, cheats 12.2% 13.7% 39.9% Updates, patches, mods Registration, servers Gaming universe: other (maps, skins, weapon etc.) Additional interest (screenshots, wallpapers, music etc.) Gaming universe: heroes (abilities, experience, level up) 21.9% Gaming universe: social (races, clans, guilds) 53% of queries represent various writings of game titles. 47% are inlaid queries, including exact user intent. 23

24 Competitive landscape Category Leaders Click Share Click Share Search vs. Content Sites Click Share by Regions Average CPC (dynamics) Average CPC (by position)

25 Paid Click share performance for Gaming Advertisers Clicks (Q1 2014) 7% 7% 15% 10% 7% 12% Top-3 advertisers Other advertisers 48% 26% 31% Search Content sites Direct - all sites In Q % of total click volume in category was drawn by TOP-3 advertisers. 25

26 Paid Click Share Search vs. Content Sites Click share 22% Search clicks Content sites clicks In Q clicks from content sites made 22% of total click volume. 26

27 Paid Click Share Search vs. Content Sites Search Online games Content Sites Online games 27

28 Paid clicks by Keyword strategy 1% 11% Branded keywords 16% Generic keywords Retargeting 71% Keywords on competitors Brand awareness plays an important role in the success of CPC campaign in category. Brand keywords clicks share reaches 70% of all clicks for TOP advertisers. 28

29 Paid click share by location 100% Online games Click share (March 2014) 80% 14% 60% 5% 40% 20% 81% 0% Oct Nov Dec 2014 Feb Mar Moscow St-Petersburg Regions Moscow St-Petersburg Regions 29

30 Average СРС for Online Game Category CPC Online games 30

31 Average СРС Trends Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 31

32 Average CPC (by position) Online games (premium) Online games (guaranteed/dynamic) Oct Nov Dec 2014 Feb Mar 32

33 Yandex International Business Development Thank you! 33