2012 Country Summary Report The Netherlands

Transcription

1 supported by US EU* UK GER FR IT ES BE NL RU BR PL TR AUS JP CN 2012 Country Summary Report The Netherlands Featuring fresh research results on The Dutch Games Market Wybe Schutte Manager New Business Peter Warman CEO Newzoo November Newzoo

2 The Netherlands Summary Report Fresh data on the gaming market in the Netherlands About this Dutch Summary Report This report gives a high-level overview of the Dutch Games Market based on fresh research and analysis of Newzoo and partners. Find out where the growth will be in the Netherlands and how the games market develops. Most of the data is derived from our Newzoo Data Explorer that our clients use to crossanalyze over 200 topics across all business models and market segments. This document also includes data plotted on our new Screen Segmentation Model TM comparing the Netherlands with Europe across the typical screens that consumers use to play games. Content of the report 1. Overview of the market 2. Key trends: EU vs The Netherlands 3. Gamers vs Screens: EU vs The Netherlands 4. Mobile gaming 5. All research topics 6. Subscription offer 7. Newzoo & Contact Newzoo We combines Consumer, Transactional & Financial data to provide our clients with The Total Picture and Client-Specific Business Insights required to make smart strategio, development and commercial decisions. Find more info and free stuff on Peter Warman CEO Newzoo, peter@newzoo.com +31 (0) linkedin.com/in/warman 2012 Newzoo 2

3 1. Dutch Games Market 2012 High-level overview of players, time and money 2012 Newzoo 3

4 Casual game websites very popular 65% of 8M Dutch Gamers 2012 Newzoo 4

5 Casual websites attract most game time 37% of game time spent on casual & social websites 2012 Newzoo 5

6 Mobile games spending continues to grow Consoles take 45% of money incl. second-hand, import, DLC 2012 Newzoo 6

7 2. Key Trends Monitoring & Understanding Change 2012 Newzoo 7

8 Monitoring Change KPIs To size and seize future growth opportunities Most reports on the games market focus on number of players and/or money. To monitor and understand the changes in the games market this is not enough, especially now free-to-play business models are becoming so dominant. We always also report on Time and number of Paying Gamers (Payers) to provide more perspective. Games Market Growth

9 time Key Growth Indicators With Key Trends In Between payers % % % % % % % % players money 2012 Newzoo 9

10 profit value free bizz models The 4 Key Trends time Key Growth Indicators With Key Trends In Between payers screens access services organisation players money 2012 Newzoo 10

11 Luxembourg, here we are This place is about more than money. Consumers want continuous access games that are, in principle, free. Ideally, their game continuously improves and expands, as a service. If the game gives them value, they are more than willing to spend money. access screens free service value bizz models organisation profit Game companies need to make their games accessible via all screens as well as adapt their business models. The latter requires organisational change and a continuous balancing act between consumer value and company profit. Hard but it is the only way to remain profitable in this competitive market Newzoo 11

12 Key Take-Away Why big publishers struggle amidst all the change free-to-play is not a business model but a way to run your business - Peter Warman, CEO Newzoo 2012 Newzoo 12

13 3. Gamers and their Screens The Netherlands versus Europe 2012 Newzoo 13

14 Consumers vs Screens Newzoo Screen Segmentation Model TM 21% of EU gamers (2012) play on all four screens 22% of US gamers (2012) play on all four screens All Screens Connected By: Social Networks The Cloud The Real World market growth 14% of Dutch gamers (2012) play on all four screens 2012 Newzoo 14

15 The Computer Screen 2012 Newzoo Screen Segmentation Model TM 262M euro 46% 7.20M players 91% 64% payers 2.28M 64% hrs/week 42.8M

16 The Entertainment Screen 2012 Newzoo Screen Segmentation Model TM 178M euro 31% 4.09M players 51% 37% payers 1.32M 12% hrs/week 8.22M

17 The Personal Screen 2012 Newzoo Screen Segmentation Model TM 38.6M euro 7% 3.97M players 50% 22% payers 0.78M 13% hrs/week 8.80M

18 The Floating Screen 2012 Newzoo Screen Segmentation Model TM 94.0M euro 16% 2.64M players 33% 37% payers 1.31M 10% hrs/week 6.65M

19 4. Mobile Gaming Smartphones, Tablets & Handheld Consoles 2012 Newzoo 19

20 Mobile Gaming EU vs the Netherlands 2012 Smartphones vs Tablets vs Handhelds 62.4M European* Gamers (47% of all gamers) 4.01M Dutch Gamers (51%) Smartphone, Tablet or Handheld Console Gamers * Aggregate of UK, GER, FR, NL, BE, IT Smartphones Smartphones Tablets Tablets 42% 26.4M 7% 4.1M 4% 2.4M 43% 1.74M 8% 0.31M 7% 0.30M 20% 12.3M 5% 3.2M 3% 1.9M 15% 0.61M 6% 0.24M 3% 0.13M 19% 12.1M Handheld consoles 17% 0.68M Handheld consoles Source: Newzoo Mobile Trend Report, October 2012

21 Top 5 Games The Netherlands September 2012 Based on total ipad, iphone and Google Play store revenues Rank Game Last Month Publisher 1 Clash of Clans 2 Supercell 2 Ruzzle 4 MAG Interactive 3 Rage of Bahamut 3 Mobage, Inc. 4 Kingdoms of Camelot: Battle for the North 8 Kabam 5 Smurfs' Village 1 Beeline Interactive, Inc. Rank Game Last Month Publisher 1 Clash of Clans 2 Supercell 2 Smurfs' Village 1 Beeline Interactive, Inc. 3 Hay Day 10 Supercell 4 Kingdoms of Camelot: Battle for the North 5 Kabam 5 Tap Paradise Cove 4 Pocket Gems, Inc. Rank Game Last Month Publisher 1 Rage of Bahamut 1 Mobage 2 Airport City 3 Game Insight International 3 Smurfs' Village 2 Beeline Interactive, Inc. 4 Blood Brothers (RPG) 45 Mobage 5 Ruzzle 4 MAG Interactive 2012 Newzoo/Distimo 2012 Newzoo 21

22 5. All Research Topics Available on the Dutch games market 2012 Newzoo 22

23 Newzoo Data Explorer Topics Consumer Insights across all game business models Demographics Base: Total online population aged Gender Age Education* Income Work situation Home situation Hobbies and general interests Media, Retail & Technology Base: Total online population Media usage (print, radio, TV, social networks, internet) Social network preference* Mobile phone brand & provider Tablet brands: e.g. ipad, Kindle Fire, Galaxy Tab Use of tablet TV connectivity Preferred TV channels* Preferred generic websites* Preferred retail chains* General use of prepaid cards / gift vouchers / promotional codes Game behaviour Base: Total online population / gamers Total number of (non-)gamers Players per market segment: Casual game websites: e.g. Pogo, MiniClip, King.com, Yahoo Social networks: global and local Mobile devices: smartphones and tablets MMO games: F2P/P2P, Browser/Client Consoles: including Vita and DS PC/Mac: downloaded or boxed *Country-specific topics Play frequency per marketsegment Time spent playing per market segment Genre preferences per market segment Players of key franchises, including Minecraft, World of Warcraft, Assassins Creed, FarmVille, FIFA, Sims, Bejeweled, GTA, Call of Duty, BattleField, League of Legends, World of Tanks, Zynga Poker, Bubble Shotter, Tetris. Game spending Base: All gamers Total number of (non-)paying gamers Paying players per market segment Average money spent per market segment Business model preference per market segment Preferred payment method per market segment MMO-specific Base: MMO gamers Free-to-play (F2P) versus Pay-to-Play (P2P) In-game spending in F2P / P2P Browser versus Client Number of MMO games played Preferred MMO type: e.g. RTS, RPG, Shooter, Sports, Battle Arena, Resource/Casual Preferred MMO genre: e.g. Fantasy, Sci-Fi, Realism, Anime, History Preferred MMO graphic style: e.g.2d, 3D, Side-scrolling. Social/Casual-specific Base: All online casual or social gamers Preferred online game destinations* Choice of social networks* Social networks as game destination Share of time on socialnetworks spent on games Social franchises: e.g. Ravenwood, Words with Friends Brand awareness of social publishers: e.g. Zynga, Wooga Number of social games played/ tried 2012 Newzoo 23

24 Newzoo Data Explorer Topics Consumer Insights across all game business models Mobile-specific Base: All tablet and (smart)phone gamers Mobile device used to play: e.g. tablet, smartphone, ipod Share of spending on multiple devices Popularity of mobile browser games Popularity of pre-installed games Popularity of download / app store games Download source for smartphones and tablets App stores used Share of up-front payment versus in-game spending Reasons for chosing a mobile game Cross-screen gaming: role of mobile device Number of mobile games played PC/Mac and Console-specific Base: All PC/Mac and/or Console gamers Boxed vs. Downloaded PC/Mac games Share of Boxed games in total PC/Mac spend Console used & owned Own or play for key franchises: e.g. Skyrim, GTA, CoD Download source PC/Mac games: e.g. Steam, Origin, Filesharing Buying games abroad/ import Share of pre-owned in total spending Share of digital downloads in total spending Importance of game extensions as buying reason *Country-specific topics Fresh topics available from October 2012: Time spent on the internet divided over locations Time spent on the internet divided over screens Using/Subscription: Netflix/Digital TV/ Satellite TV/Pay TV/Spotify/Amazon Account Frequency watching TV and: read news paper or magazines, surf the web while TV is on, communicate online or via phone with friends, playing games Awareness new products: iphone5, Windows 8 operating system, Small screen ipad, Google Nexus 7, Apple TV, Wii U, PlayStation 4, Microsoft Smart Glass, The new Microsoft Xbox, Ouya s Video Game Console Buying intention: iphone5, Windows 8 operating system, Small screen ipad, Google Nexus 7, Apple TV, Wii U, PlayStation 4, Microsoft Smart Glass, The new Microsoft Xbox, Ouya s Video Game Console MMO portals visited past 6 months Populair MMO franchises played (e.g. WoW, LoL, Runescape, World of Tanks, Lineage) Statements about: Engagement Casual games versus TV Reasons to try a new social network game Social franchises played (e.g. FarmVille, CityVille, Words with Friends, MafiaWars, Ravenwood Fair) Brand awareness social game developers (e.g. Zynga, PopCap, Playfish, Wooga) Awareness brand or franchise (e.g. Chillingo, GREE, Mobage, Crime City, Rage of Bahamut, Where s My Water?) General attitude towards brand or franchises (e.g. Chillingo, GREE, Mobage, Crime City, Rage of Bahamut, Where s My Water?) Mobile franchises played (e.g. Angry Birds, Ice Age, Draw Something, Kingdoms of Camelot) Statements about: Opinion push notifications mobile games Statements about: Spending, timing and budget for mobile games Statements about: Preference of boxed vs. downloaded PC/Console games Endless cross-analysis of all topics across 12+ countries in our Newzoo DataExplorer US EU* UK GER FR IT ES BE NL RU BR PL TR AUS JP CN 2012 Newzoo 24

25 6. Subscription offers Consumer Insights & Monthly Mobile Data 2012 Newzoo 25

26 Consumer Research Data Total Picture Analyze, create/export graphs online, based on >200 topics Select topics & variables Select or compare countries Filters to cross analyze Export to powerpoint or excel relative and absolute numbers 2012 Newzoo One year subscription Free analysis support All Dutch Data 4, Newzoo 26

27 Transactional Mobile Games Data Top 200 grossing and top 300 downloaded games (monthly) iphone ipad PlayStore Amazon Windows 8 Stores: Early 2013: Over 30 datapoints per game. Easily select the publisher and see their games in the top 200 gross ranking and top 300 free and paid ranking across all app stores. Game by game revenues and downloads. Per country and per App store Newzoo/Distimo This monthly subscription will be upgraded to the Distimo AppIQ online dashboard early Excel product available now. Contact us for the possibilities 2012 Newzoo 27

28 7. Newzoo & Contact Research, Client Portfolio & Contact Details 2012 Newzoo 28

29 Newzoo The Total Picture Consumer, Transactional & Financial Data Newzoo research portfolio US EU* UK GER FR IT ES BE NL RU BR PL TR AUS JP CN Several US clients cannot be disclosed Newzoo 29

30 Newzoo Partners Supporting your global business development Payments Intelligence, the fastest way to increase your ROI GlobalCollect is the worlds premier provider of local payment services. It processes payments across the globe for the majority of leading game publishers and distributors. > 15 million payments a month In July 2012 GlobalCollect processed over 15M gaming transactions globally. Gaming payments data and benchmarks are available to clients based on gaming platform, game type, monetization model and genre. Payment specific data includes global payment method popularity, average transaction values, fraud benchmarks, currency volume, transaction volume figures etc. GlobalCollect provides advice on paymentization practices including multi-acquirer management, automated re-routing capabilities and benchmarking for credit card processing to increase revenues. Recent whitepaper Cross-Screen Monetization of Games Nathan Salisbury Global Market Director - Gaming GlobalCollect nathan.salisbury@globalcollect.com, +31 (0) Amsterdam, the perfect city for your game company Four reasons why game companies such as PerfectWorld, Gamania and DeNA have chosen the Amsterdam Metropolitan Area for their European office. Central location in Europe The Netherlands sits nicely and independently in between Europe s largest markets: the UK, Germany and France and is known to be a perfect test market for new digital media products. Excellent Infrastructure Amsterdam is home to the Amsterdam Internet Exchange, the world s largest internet hub in terms of both traffic and members Multilingual Workforce Amsterdam has always been very international in terms of people, languages and business. It is also easy to attract talent from other parts of Europe to spend some years in Amsterdam. Financial Framework Many international companies, such as IKEA have set up their financial HQ in the Netherlands Please contact me to see what advantages apply to your specific situation. Annelies in 't Veld Senior Manager Foreign Investments City of Amsterdam Economic Affairs veld@ez.amsterdam.nl, +31 (0) Newzoo 30

31 Contact us Or buy directly online Order subscriptions online on newzoo.com Or contact us Newzoo Wybe Schutte Newzoo 31