Online Gaming Category Overview Yandex International Business Development ussales@yandex-team.ru +1 857.288.8762 uksales@yandex-team.ru +44 020 3291 3306
Segment Volumes ü Query dynamics ü User interest growth in regions ü Category growth forecast
Search queries in Gaming category increased by 18% 180 Search queries in Gaming Category 160 140 +18% Millions of Search Queries 120 100 80 60 1,332,749,976 1,564,292,889 40 20 0 2012 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
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
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 2014 5
Winter is peak season for gaming queries 400 Seasonality of Gaming Search Queries: Russia vs CIS 350 300 Millions of Search Queries 250 200 150 100 Russia CIS 50 0 Spring 2012 Summer 2012 Autumn 2012 Winter 2013 Spring 2013 Summer 2013 Autumn 2013 Winter 2014 6
Solid query growth forecast through 2014 and 2015 250,000,000 Forecast for Gaming Query Growth 200,000,000 Queries 150,000,000 100,000,000 50,000,000 0 2012 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
Online Games by Genre ü Most popular games genres ü User interest growth in genres ü Interest towards MMO games
Action, Shooter and Adventure games dominate 35 Monthly Search Queries by Gaming Genre 30 Millions of Queries 25 20 15 10 Action Shooter Adventure RPG Simulation Strategy Arcade Fighting Logical Slasher Online board games 5 0 2012 Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb 9
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
Strong growth is seen in many of the genres 350 Annual Query Growth by Gaming Genre 11 Millions of Queries 300 250 200 150 100 50 0 +69% +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
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 1,405,008 165,303-1,466,399-2,103,618-8,324,391-20,000,000-20,000,000 40,000,000 60,000,000 80,000,000 100,000,000 120,000,000 12
MMO Action is the largest and fastest growing area 18 Search Queries per MMO Theme 16 14 Millions of Queries 12 10 8 6 MMO ACTION MMOFPS MMORPG MMORTS + MOBA MMORG 4 2-2012 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
Online Games ü TOP online games ü Browser vs Client games ü Online games popularity by platforms ü Online games popularity by contribution model
World of Tanks is by far the most popular MMO game 16 Search Queries by MMO Game Title 14 Millions of Search Queries 12 10 8 6 4 2 World of Tanks Counter Strike Warface Dota World of Warcraft ArcheAge Call of Duty Fallout Online Battlefield Lineage 0 2012 Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb 15
World of Tanks is also most popular Action game 16 Search Queries by Action Game Title 14 Millions of Search Queries 12 10 8 6 4 2 0 2012 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
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 6 5 4 3 2 1 0 2012 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
Minecraft dominates the Adventure category Search Queries by Adventure Game Title 25 Millions of Search Queries 20 15 10 5 Minecraft Assassin's Creed The Last of Us Darksiders Watch Dogs Overlord The wolf among us The Walking Dead Mirror's Edge Machinarium 0 2012 Apr May Jun Jul Aug Sep Oct Nov Dec 2013 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2014 Feb 18
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
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 5,000,000 0 2012 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
Search Patterns ü Various writings of games titles ü Queries for gaming-related terms
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.
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
Competitive landscape Category Leaders Click Share Click Share Search vs. Content Sites Click Share by Regions Average CPC (dynamics) Average CPC (by position)
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 Q1 2014 49% of total click volume in category was drawn by TOP-3 advertisers. 25
Paid Click Share Search vs. Content Sites Click share 22% Search clicks Content sites clicks In Q1 2014 clicks from content sites made 22% of total click volume. 26
Paid Click Share Search vs. Content Sites Search Online games Content Sites Online games 27
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
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
Average СРС for Online Game Category CPC Online games 30
Average СРС Trends 2014 2013 2012 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 31
Average CPC (by position) Online games (premium) Online games (guaranteed/dynamic) Oct Nov Dec 2014 Feb Mar 32
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