Kids and Casual Gaming Around the World
Objectives & Methods Platform
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Purchase Intent Co-Play
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Monetization
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Objectives & Methods
4 9
11 12 At the end of 2012, an online survey was conducted with an international sample of ‘casual gaming families’ — 1000 parents who have children ages 2 to 13 in the household who play casual games at least weekly.
New and emerging platforms are increasingly providing novel mediums for children around the world to play casual games. However, surprisingly little is known about kids and casual gaming, particularly from an international perspective. > Children game on computers more than any other device. > Platforms for play change by age. Younger kids lean toward tablet use, whereas older kids are more computer and gaming system oriented. > Across countries and among mobile devices, the iPad has the highest gaming “conversion” rate (when children have access to it!).
> Across markets, the computer or the laptop is the clear most common devices to play casual games on, followed by handheld game players and tablets. > 3⁄5 of casual gaming parents intended to purchase a new platform for their kids to game on this past holiday season.
Global Gaming Across Generations
>A lmost ¾ of parents who have access to a game console play on it with the kids, although Chinese parents prefer tablets to gaming systems. > Most parents prefer to let their kids try games out first with free version of games. > Half of casual gaming parents spend over $10/month purchasing kids games for a game console.
The following countries were included in the study: China Germany By casual gaming, we are referring to digital games that are fun and easy to play, for example a mobile app like Angry Birds or Monkey Preschool Lunchbox, playing Solitaire on the computer, an online Social Networking Game like Farmville, or an arcade game like Tetris played on a video game console. Casual games are different than complex games like World of War Craft, Grand Theft Auto, and Portal. 1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands.
Mexico 1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands.
U.S.
Global Gaming Across Generations 2013 Ca s ua l G a m e s A s s o c i at i o n 3
1: USA, Canada, Mexico, Brazil.
Access Supporting Data
Platform: Access Computers and game consoles reign in the land of kids & casual gaming; but mobile is catching up quickly! > Overall, children play casual games on computers more than any other device, with 81% of casual gaming parents saying that their children play games on a desktop or laptop. Game consoles follow behind, although not as closely as one might expect at 62% for consoles and 44% for handheld consoles. This is an issue of access. > Of kids who have access to the devices, they are most likely to game on computers, game consoles and handheld game consoles, with just over 80% of kids using those devices for gaming if they have access to them.
Global Gaming Across Generations
Which of the following devices, if any, do you have in your household?
> While not as many kids have access to iPads (39%), usage is high amongst the kids that do have access (72%). As access to iPads increases, they are likely to rise in importance in the kids gaming ecosystem. The same is true for iPhones, although to a lesser extent, with 39% of kids having access and 60% of kids with access using them for casual gaming. > In general for the other mobile devices — aka other tablets, smartphones, and iPod touches, about half of the kids who have access are likely to use the device for gaming — actually a surprisingly high number!
Which of the following devices does your child play casual games on?
Household Owns Kids Play Casual Games On
100%
80%
60%
40%
Casual Gaming Devices Used by 2-13 Year Olds Casual Games Played on iPad by 2-13 Year Olds
81%
China
computers
62%
U.S.
53%
26%
Germany
Mexico
11%
16%
20%
0%
Computer
Game Console
Smartphone Handheld Game Player
iPad
iPhone
iPod Touch
E-reader
Tablet Device
game consoles
44%
handheld consoles
4
1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands.
1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands.
Global Gaming Across Generations 2013 Ca s ua l G a m e s A s s o c i at i o n 5
Platform: Frequency
Frequency by Age
Platforms for Play Change Across Kids: 2-13 yo Assuming the child has access to the device, kids most often play casual games on a computer (31%), followed by a gaming console (19%), a handheld (13%) and then an iPad (11%).
Top devices kids play games most often on
31% 13% computers
handheld consoles
Younger kids play Casual Games more frequently on iPads! Which of the following devices does your child play casual games on most often?
19% 11% game consoles
Of kids who have access to the device, younger kids lean toward tablet use, whereas older kids are more computer and gaming system oriented. > 2–5 year olds game most often on an iPad (37%), followed by a computer (28%), followed by a smartphone (18%). > 6–9 years olds game most often on an iPad (39%), followed by a computer (29%) and game console (28%). > 10–13 year olds game most often on a computer (36%), followed by game consoles (31%) and handheld game players (29%).
ipad
2-5 year olds & 6-9 year olds game most often on an iPad 10-13 year olds game most often on a computer
Top 3 Devices for Casual Games by Age 2–5 Year Olds
37% 28% 18%
Computer
iPad
39%
Computer
31%
Game Console
19%
Handheld Game Player
13%
iPad
11%
29%
28%
Computer
Game Console
Smartphone
7%
Learning Tablet
6%
E-reader
5%
iPhone
5%
Tablet Device
2%
10–13 Year Olds
iPod Touch
1%
36%
Computer Computer
Computer
Game Console
Smartphone
6–9 Year Olds
Kid’s Device Preference for Casual Games
Computer 6
Global Gaming Across Generations
iPad
Computer
iPad
Game Console Game Console
iPad iPad
31%
29%
Game Console
Handheld Game Player
Game Console
Handheld Game Player
Global Gaming Across Generations 2013 Ca s ua l G a m e s A s s o c i at i o n 7
Platform: Frequency
Co-Play
Mobile is taking off globally
Families are playing together! Almost ¾ of parents who have access to a game console play on it with their kids.
> Across markets, the computer or the laptop is the clear most common device for kids to play casual games on, followed by handheld game players (for Mexico, US and Germany) and tablets.
A country snapshot:
> Family play is most common on game consoles, with 73% of parents who have access to a console saying they play together on it with their kids. Consoles are followed by computers (69%).
> It seems consoles are catching up on PCs and laptops in Germany and the US. iPads are really popular in China with 1/4 of our respondents choosing them as their child’s most used device for casual gaming.
1. Game consoles are the most used device for German, Mexican and U.S. parents to play with their children, while Chinese parents favour tablets.
> Not surprisingly, it is less common for families to play together on mobile devices, however over half of parents (53%) report playing on their iPads with their kids.
> Smartphones are most used in Mexico with 13% of our sample’s kids playing games on their phones most often than other devices.
1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands.
Devices Most Used By Kids 2-13 Years Old
Mexico
China
China
Global Gaming Across Generations
1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands.
2. The classic computer or laptop ranks #2 for co-play in all 4 markets. 3. Playing games on an iPhone or a smartphone also ranks high with parents and their children.
On which of the following devices do you play together with your kids? 1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands.
80%
Germany Mexico
25%
13%
ipad
smartphones
70% 60% 50% 40%
1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands.
co, Brazil. alia, Korea. e, Italy, Germany. , Netherlands.
U.S.
1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands.
30% 20%
computers are most common
8
1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands.
1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands.
10% 0%
Game Console
Computer
iPad
Tablet Device
Handheld Learning Game Tablet Player
iPhone Smartphone E-reader
iPod Touch
Global Gaming Across Generations 2013 Ca s ua l G a m e s A s s o c i at i o n 9
co-play
Purchase InTENT Supporting Data
Global Gaming Across Generations
Purchase Intent
25% 20% 15%
Which platform(s) are you most 10% likely to purchase for your children? 5%
0% Global Devices X-BoxInterest Nintendo In WiiHandheld PlayStation Wii U PlayStation
Global Interest In Consoles
3Ds
25%
25%
20%
20%
15%
15%
10%
10%
5%
5%
0%
X-Box
Nintendo 3Ds
Wii
PlayStation Vita
Wii U
PlayStation
Kinect
0%
Vita
> Almost 60% of ‘casual gaming parents’ intend to purchase a new platform or device for their children to play casual games on this holiday season. A country snapshot:
> Purchase intent is about equal between mobile devices and traditional gaming platforms.
iPad
Learning Tablet
Tablet Smartphone iPhone Device
iPod Touch
25%
Platform Interest By Country
China Germany Mexico United States Total
20%
40% 15%
35% 10%
30%
T op of Chinese parents’ list are tablets (iPads – 40% and learning tablets – 34%).
> Of parents who do intend to purchase a new casual gaming device, the most popular devices are X-box (23%), iPad (22%), and kids learning tablet (21%).
Parent’s Purchase Intent
1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands.
In Germany, parents seem to be more inclined to buy gaming platforms for their children this year with the Nintendo 3DS being top of the list (27%). 1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands.
25% 20%
5%
25% 0%
Kinect
3/5 of casual gaming parents intend to purchase a new platform for their kids to play games on when purchasing gifts.
iPad
Learning Tablet
Tablet Smartphone iPhone Device
The Nintendo 3DS is the #1 most wanted gaming platform in the US this holiday season (27%) but parents are also looking to buy learning tablets (23%)
15%
iPod Touch
20%
aming platforms are the most G desirable devices for Mexican parents, with the Xbox and Kinect sharing the top spots.
10% 5%
15%
0%
10%
X-Box
iPad
kids learning tablet
1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands.
5% 0%
10
X-Box
iPad
Learning Tablet
Nintendo 3DS
Tablet Device
Wii
Global Gaming Across Generations 2013 Ca s ua l G a m e s A s s o c i at i o n 11
Global Gaming Across Generations
Monetization And the monetization winner is… Try it before buying it! When asked to rank their interest in different ways to purchase casual games for their children, parents prefer to let their kids “try it out” first with a free version.
The way to their wallet or Brieftasche or cartera or
Mean of Top Ranked Purchasing Preferences (per 10 responses)
Chinese and Mexican parents have similar interest in purchase options, and seem to be the most willing to pay for casual games. > About 2/3 are likely to get their child a free version and then upgrade later. > About 1/2 are likely to buy a full, ad-free version.
10 9 8
Subscriptions, which ironically have been a stalwart in the kid’s gaming space, are actually the least liked model by parents.
60%
7
50%
6 40%
5 4
30%
3
1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands.
20%
2 10%
1 0
A free Buy the Free version version with full version, then upgrade advertising advertising-free
Purchase a subscription
0%
A free version with advertising
Chinese and U.S. parents are the most advertising accepting, with 2/5 of parents sayingathat they are likely Buy the Free version Purchase full version, then subscription to upgrade get (or allow) ad-supported games advertising-free for their kids.
1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands.
1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands.
10
Purchasing Preferences in Top 3
9 8
60%
7
1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands.
NOTE: All %s are for Top 3 box on a 0-10 scale from “not at all likely” to “very likely”.
50%
6
The U.S. parents seem to mostly want to start with a free version, no matter what. > 1/2 start with a free version and then upgrade. > 2/5 are likely to have the free version that includes advertising.
German parents, overall, are less likely to want to pay for casual games and are the most advertising averse. > For those that will pay, they are most likely to buy the full version of the game without ads (45%). > A full ¼ of German parents are not interested in games with advertising for their children at all; and over ½ refuse to even consider a subscription.
40%
5 4
30%
3
20%
2 10%
1 0
12
A free Buy the Free version version with full version, then upgrade advertising advertising-free
Purchase a subscription
0%
A free Buy the Free version version with full version, then upgrade advertising advertising-free
Purchase a subscription
Global Gaming Across Generations 2013 Ca s ua l G a m e s A s s o c i at i o n 13
Monetization
Monthly Spend
Half of casual gaming parents spend over $10/month purchasing kids games for a game console
Most Popular Device for Each Spend Category
gaming console
over $10 ipad
under $10 computer
zero 14
Global Gaming Across Generations
> Parents were by far the most likely to spend over $10 last month on game consoles (51%), followed by handheld game players and learning tablets. This is not surprising, as games for these devices are the most expensive. > 26% of parents spent over $10 last month purchasing games for an iPad, which is quite high considering the average price of a kids game is likely $2 or under. > Interestingly, of parents whose kids do play casual games, they are most likely to have spent $0 games for smartphones (58%) and computers (48%), indicating that kids may be playing more free games on these devices.
On average, how much did you spend last month purchasing games for your children for each of the following devices? Spending Patterns by Device
Zero
Under $10
Over $10
100% 80% 60% 40% 20% 0%
Game Console
Handheld Game Player
Learning Tablet
iPad
Computer
iPod Touch
Tablet Device
iPhone
E-reader Smartphone
Percentage of Kids Playing Who Do Not Spend Any Money On Games by Device Smartphone
58%
Computer
48%
Tablet Device
43%
iPod Touch
40%
iPhone
36%
Handheld Game Player
35%
Learning Tablet
34%
E-reader
31%
Game Console
24%
iPad
22%
Global Gaming Across Generations 2013  Ca s ua l G a m e s A s s o c i at i o n   15
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