Digital Collectible Card Games 2013 C A SUAL G AME S SEC TOR REP OR T
What are digital collectible card games?
What advantages do digital card games have over physical card games? 1. Playable on all gaming platforms: console, mobile and social gaming platforms. 2. No production costs of physical cards. 3. Digital collectible card games allow players to learn via computer tutorial, find opponents online, and play asynchronously, making learning and multiplayer options more accessible for solo players.
Online card games that involve card collecting, deck building, and often a competitive battle mechanic.
ectible Card Games - Worldwide
% Digital
60
% Physical
DIGITAL COLLECTIBLE CARD GAMES
40
2.0% 4.0% 9.7% 18.0% 25.0% 29.4%
Growth of the Genre
98.0% 96.0% 90.3% 82.0% 75.0% 70.6%
20
0
2008
2009
2010
2011
2012
2013E
2014E
2015E
digital collectible card game revenues — north america (millions)
Digital - North America merica $595.15 $607.3 $618.91 $644.7 $617.11 $683.4 $582.77 $710.7 $543.75 $725.0 $511.21 $723.9
digital games physical games
800 700 600 500 400 300
Digital games represent an increasing percentage of the collectible card game market.
200 100 0
2010
2011
2012
2013E
2014E
2015E
digital vs. physical collectible card games — worldwide (% of total revenue)
digital games physical games
100
80
ollectible Card Games - Worldwide % Digital
60
% Physical
40 2.0% 4.0% 9.7% 18.0% 25.0% 29.4%
98.0% 96.0% 90.3% Digital card games 82.0% revenues grow 75.0% exponentially over 70.6%
20
0
2008
2009
2010
2011
2012
2013E
2014E
2015E
from 2010 to 2015E.
Digital - North America America 1 $595.15 $607.3
Digital Collectible Card Games 2013 CA S UA L G A M E S A S S O C I AT I O N
800
The Players Demographics of U.S. Digital Collectible Card Gamer Digital card game players skew slightly younger than their physical counterparts. However, players of both game types are younger and more heavily male dominated compared to other genres.
overall social games
Female ages
digital audience size, U.S. (millions) 20
35-44
15
10
console game average player
age
37
5 Source: ESA 2011
Male
0
digital collectible card games
Demographics (Worldwide) Average Age 37.8 years old 27.3 years old 40.9 years old
Casino Games Poker Games Slots Games
Overall Social Games 35 to 44 years old
Male 44.1% 71.0% 39.6%
Female 55.9% 29.0% 60.3%
Female
Example DoubleDown Casino Texas HoldEm Poker Slotomania
Publisher IGT/DoubleDown Interactive Zynga Caesar’s/Playtika
average age
Demographics (Worldwide) Average Age 37.8 years old 27.3 years old 40.9 years old
Casino Games Poker Games Slots Games
Overall Social Games 35 to 44 years old
Male 44.1% 71.0% 39.6%
Female 55.9% 29.0% 60.3%
Example DoubleDown Casino Texas HoldEm Poker Slotomania
Publisher IGT/DoubleDown Interactive Zynga Caesar’s/Playtika
Female
Demographics (Worldwide) Average Age 37.8 years old 27.3 years old 40.9 years old
Overall Social Games 35 to 44 years old
2011
2012
2013e
2014e
2015e
physical collectible card games
21.5 Casino Games Poker Games Slots Games
2010
Male 44.1% 71.0% 39.6%
Female 55.9% 29.0% 60.3%
Example DoubleDown Casino Texas HoldEm Poker Slotomania
Female
Publisher IGT/DoubleDown Interactive Zynga Caesar’s/Playtika
average age
Demographics (Worldwide) Average Age 37.8 years old 27.3 years old 40.9 years old
Casino Games Poker Games Slots Games
Overall Social Games 35 to 44 years old
Male 44.1% 71.0% 39.6%
Female 55.9% 29.0% 60.3%
Example DoubleDown Casino Texas HoldEm Poker Slotomania
Publisher IGT/DoubleDown Interactive Zynga Caesar’s/Playtika
23.2
Female
10
87.7% Male
12.4% Female
8
6
4
2
0
84.1% Male
15.9% Female
DIGITAL COLLECTIBLE CARD GAMES
The Payers
How Digital Collectible Card Games are Monetized Games are generally monetized through the sale of starter decks, prebuilt decks, individual cards, booster packs, and online competition passes.
ARPPU for digital collectible card games, U.S. 2012
$32.98
Digital collectible card games average a conversion rate to paying user between 1% and 3% like Berserk: The Catacylsm or BloodRealm and 7% to 10% for client or browser based games such Duels of the Planeswalkers.
$26.80
Physical
Digital
Digital collectible card games average a conversion rate to paying user between 1% and 3% Digital Collectible Card Games 2013  CA S UA L G A M E S A S S O C I AT I O N
Notable Developers and Publishers
Percentage (%) Clash of the Dragons 12.9% Battle Cards 10.6% Tyrant 9.9% Titans vs. Olympians 8.9% Castlewars 8.1% Arena 9 6.4% Elements 6.1% Kongai 5.9% Kard Combat 5.7% Heroes Blade 5.5% FMA Battle 4.2% Godfield 4.1% Mytheria 4.0% The Necronomicon 4.0% Eredan iTCG 3.7%
Newcomers dominate online and mobile platforms: In the absence of traditional IP holders, small innovative card game publishers have managed to build a loyal following.
popular online card games*(percentage, U.S.) Clash of the Dragons Battle Cards Tyrant
5th Planet Games
Titans vs. Olympians
Clash of the Dragons Fantasy, digital collectible card game. Available on Facebook and Kongregate.
Castlewars Arena 9 Elements Kongai Kard Combat
Fight My Monster!
Heroes Blade
Fight My Monster! Digital trading card game for pre-teens.
FMA Battle Godfield
Synapse
Mytheria The Necronomicon Eredan iTCG 0
3
6
9
12
15
*Based on consumer survey of digital collectible card game players as to which games they have played in the last 6 months.
Tyrant Sci-fi, digital MMO card game. Available on Facebook and Kongregate.
DIGITAL SOCIAL COLLECTIBLE GAMES CARD GAMES
RISE OF MOBILE COLLECTIBLE CARD GAMES Mobile collectible card games exploded in popularity in Asia in 2010 and 2011 and continue to top the charts on GREE and DeNA. Notable examples are DeNA’s Rage of Bahamut and Fantasica, as well as Konami’s Dragon Collection.
collectible card game device usage*(percentage, U.S.) Desktop/laptop computer iPhone Wii PlayStation Nintendo DS Xbox 360 iPad Android phone Kindle Fire Galaxy Tab Android Nook BlackBerry phone BlackBerry PlayBook
PC and iPhone are the most popular devices among card gamers as the iPad trails behind the major consoles.
Other 0
10
20
30
40
50
60
*Based on consumer survey of digital collectible card game players as to which devices they use to play digital card games.
Digital Collectible Card Games 2013 CA S UA L G A M E S A S S O C I AT I O N
Key Terminology ARPPU
DIGITAL COLLECTIBLE CARD GAMES
Average Revenue per Paying User.
Average Revenue per User.
Online card games that involve card collecting, deck building, and often a competitive battle mechanic. Games are generally monetized through the sale of prebuilt decks, boosters, and online competition passes.
CONVERSION RATE
MONTHLY ACTIVE USERS (MAU)
ARPU
The number or percentage of users that have shifted from nonpaying to a paying status.
The number of unique users that have used an application at least once over the course of a month.
DAILY ACTIVE USERS (DAU) The number of unique users that have used an application at least once over the course of a day.
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