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Tablet Gaming 2017,Deconstructing Mobile &,EEDAR Syndicated Report, Copyright 2017 Electronic Entertainment Design and Research. Proprietary and Condential.,Enabling informed Decisions for the Video Game Industry.,Terms of UseTHIS REPORT IS GOVERNED BY THE TERMS OF USE PROVIDED IN THE MASTER AGREEMENT FOR SERVICES EXECUTEDBETWEEN ELECTRONIC ENTERTAINMENT DESIGN AND RESEARCH AND CLIENT.THIS REPORT IS PROVIDED ON AN “AS IS” BASIS WITHOUT WARRANTIES OF ANY KIND, EITHER EXPRESS OR IMPLIED,INCLUDING WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE, OTHER THAN THOSEWARRANTIES WHICH ARE IMPLIED BY AND INCAPABLE OF EXCLUSION, RESTRICTION OR MODIFICATION UNDER THE LAWSAPPLICABLE TO THE MASTER AGREEMENT FOR SERVICES.THE FOLLOWING DISCLAIMER OF LIABILITY APPLIES TO ANY DAMAGES OR INJURY CAUSED BY ANY ERROR, OMISSION,DELETION, DEFECT OR USE OF, WHETHER FOR BREACH OF CONTRACT, TORTUOUS BEHAVIOR, NEGLIGENCE, OR UNDERANY OTHER CAUSE OF ACTION:IN NO EVENT WILL ELECTRONIC ENTERTAINMENT DESIGN AND RESEARCH OR ANY PERSON OR ENTITY INVOLVEDIN CREATING, PRODUCING OR DISTRIBUTING THIS REPORT BE LIABLE FOR ANY DIRECT, INDIRECT, INCIDENTAL,SPECIAL OR CONSEQUENTIAL DAMAGES ARISING OUT OF THE USE OF OR INABILITY TO USE THE REPORT OR OUTOF THE BREACH OF ANY WARRANTY; YOU HEREBY ACKNOWLEDGE THAT THIS DISCLAIMER OF LIABILITY SHALLAPPLY TO ALL CONTENT CONTAINED IN THIS REPORT. ELECTRONIC ENTERTAINMENT DESIGN AND RESEARCHSLIABILITY TO YOU, IF ANY, SHALL IN NO EVENT EXCEED THE TOTAL AMOUNT PAID TO ELECTRONIC ENTERTAINMENTDESIGN AND RESEARCH FOR THE REPORT.IT IS YOUR RESPONSIBILITY TO EVALUATE THE ACCURACY, COMPLETENESS OR USEFULNESS OF ANY INFORMATION,OPINION, ADVICE OR OTHER CONTENT AVAILABLE IN THIS REPORT. YOU SHOULD USE YOUR BEST JUDGMENT ANDEXERCISE CAUTION WHERE APPROPRIATE.NEITHER ELECTRONIC ENTERTAINMENT DESIGN AND RESEARCH NOR ITS THIRD PARTY CONTENT PROVIDERSSHALL HAVE ANY LIABILITY FOR DECISIONS BASED UPON, OR THE RESULTS OBTAINED FROM THE REPORT. NEITHERELECTRONIC ENTERTAINMENT DESIGN AND RESEARCH NOR ITS THIRD PARTY CONTENT PROVIDERS GUARANTEEOR WARRANT THE ACCURACY OR COMPLETENESS OF ANY SUCH INFORMATION.YOU AGREE TO DEFEND, INDEMNIFY AND HOLD HARMLESS ELECTRONIC ENTERTAINMENT DESIGN AND RESEARCH,ITS AFFILIATES AND THEIR RESPECTIVE DIRECTORS, OFFICERS, EMPLOYEES AND AGENTS FROM AND AGAINST ALLCLAIMS AND EXPENSES, INCLUDING ATTORNEYS FEES, ARISING OUT OF THE USE BY YOU OF THE REPORT.,Table of Contents,Report OverviewTerminologyMobile Gaming GenresMobile Gaming Market Overview2017 Mobile Gaming MarketMarket Sizing & SegmentationDevice SegmentationOS SegmentationRecency of Device PurchaseMobile Gaming RevenueMarket SegmentationsDemographicsMobile Gaming SpendMobile Gaming TimeMobile Gaming InvestmentMarket Behaviors & MotivationsMobile Gaming ScenariosReasons for Playing Mobile GamesMotivational Profile MethodologyMotivations for Mobile GamingMotivational ClustersMobile Gaming FunnelDiscoveryEnabling informed Decisions for the Video Game Industry.,5681011121213141517182022242526282930313233,EngagementViralityMonetizationChurnMobile Genre AnalysisEEDARs Mobile Genre SystemMobile Genre PerformanceDifference in Yearly Revenue by SubgenreMonetization vs. RevenueMobile Genre AnalysisMobile Genre SystemMobile Genre PerformanceMobile Genre SizingMotivational ProfilesPuzzle GenresArcade GenresSkill & Chance GenresSimulation GenresRPG & Strategy GenresAction, Sports & Racing GenresCross Platform EngagementGaming Platform Ownership & UseGenre Engagement by Platform Copyright 2017 Electronic Entertainment Design and Research. Proprietary and Condential.,36384345515253555747484954565759616365676970711,*Included in the full version of the report, Copyright 2017 Electronic Entertainment Design and Research. Proprietary and Condential.,Enabling informed Decisions for the Video Game Industry.,72737475849399129138147156156,Table of ContentsVirtual Reality EngagementESports EngagementSegmented Response DataReasons for Mobile GamingGaming MotivationsDiscovery Sources for Mobile GamesReasons for Mobile GamingSharing MethodsMotivations for IAPsFactors Leading to ChurnResearch MethodologyAbout EEDAR,2,*Included in the full version of the report, Copyright 2017 Electronic Entertainment Design and Research. Proprietary and Condential.,Enabling informed Decisions for the Video Game Industry.,2017 Report OverviewThe EEDAR 2017 Deconstructing Mobile & Tablet Gaming Report focuses on thegaming habits of North American (US/Canada) adult and teen mobile gamers, toprovide a market profile including:,I.II.III.IV.V.,Market Sizing & Device SegmentationsMarket Demographics & InvestmentMarket Behavior & MotivationsMobile Gaming FunnelMobile Genre Analysis,Thefirstseriesofanalysesdeterminesthenumberofmobilegamersandsegments,Report Overview,Data Sources & MethodologyThe 2017 Deconstructing Mobile & Tablet Gaming Report leverages data fromtwo key sources (each noted in the relevant graphs/tables):,Mobile Survey data comes from a consumer survey conducted by EEDAR,in October 2017 measuring the attitudes and behaviors of a representativesample of 3,000 North American (USA and CA) active adult mobile gamersand 1,000 active teen mobile gamers (age 13 17) that played mobile gameswithin the past three months on a smartphone or tablet.Market Performance data comes from EEDARs proprietary mobileperformance tracking service.,3,Download the FullReportGain critical insider knowledge of the mobilegaming industry through EEDARs proprietarygames database and survey responses frommobile gamers.Empower yourself to make smart decisionsin the increasingly crowded and fast-movingmobile space by contacting Cooper Waddellatsolutionseedar,them based on the devices they use to play mobile games.Thesecondsectionfurthersegmentsmobilegamersbasedontheirdemographicsand mobile investment (including spend and time).The third profiles players habits and motivations for playing mobile games.The fourth section examines how mobile gamers move through the funnel, fromthe discovery of new games and their preferences for play and spend, to thefactors that make them stop playing.Thefifthsectionprofilesthemobilegenres,andanalyzestheirrelativeperformancein terms of both market sizing and revenue (with data drawn from EEDARs mobiletrends tracker).*Included in the full version of the report,Deconstructing Mobile &,Tablet Gaming 2017,Mobile Gaming Market View,Millions, Copyright 2017 Electronic Entertainment Design and Research. Proprietary and Condential.,Enabling informed Decisions for the Video Game Industry.,Growth of the North American mobile market has continued to slow as both thedevice and gamer markets begin to reach saturation as of 2017, an estimated,80% of adults and teens either own or regularly use a smart device.SOURCE: EEDARs 2017 Mobile Survey,The number of new mobile gamers entering the market is still increasing, albeit ata much less dramatic rate due to the slowing growth of the device market.,Mobile Gaming MarketMarket Sizing & SegmentationMobile Device Owners & Gamers2012 - 2017North AmericaAges 13 and Older,Device Owners,Mobile Gamers (Past 6 Months),2012,2013,2014,2015,2016,2017,200150,100,50,125.2,94.1,164.2,111.3,184.8,141.9,200.4,160.5,217.9,228.9,175.3,187.4,31%,18%,13%,27%,8%,13%,9%,5%,9%,7%,11, Copyright 2017 Electronic Entertainment Design and Research. Proprietary and Condential.,Enabling informed Decisions for the Video Game Industry.,There are 228.9MM CONSUMERS in NA (US and Canada) ages 13+ thatown or have regular access to a smartphone and/or tablet. The majority ofthese device owners (80%) play mobile games. This translates to 187.0MMMOBILE GAMERS.,The distribution of devices that mobile gamers use to play games has remained,relatively stable with about half of all gamers using both a smartphone andtablet device to play games. This is generally consistent across both teen andadult audiences, with teens tending more towards dual-device use than tabletonly.SOURCE: EEDARs 2017 Mobile Survey,187.0MM Mobile Gamers228.9MM Own Smart Devices,291.1MM Teens & Adults,Smartphone & Tablet40%75.0MM,Tablet Only6%11.4MM,Smartphone Only54%100.6MM,SMARTPHONE,TABLET,41%,53%,40%,34%,OS of Primary Device(s)iOS Android Other1%,26%,Mobile Gaming MarketMarket Sizing & SegmentationMobile Gamers by Device,12, Copyright 2017 Electronic Entertainment Design and Research. Proprietary and Condential.,Enabling informed Decisions for the Video Game Industry.,SOURCE: EEDARs 2017 Mobile Survey,The market share for the primary operating systems has remainedconsistent year over year nearly half of all mobile gamers (41%) useexclusively Android devices, and a third (35%) use exclusively iOSdevices.Use of “Other” devices has continued to grow year-over-year, primarily asa result of the strong traction of affordable ($100) tablet options (suchas the Kindle Fire), which make dual-device ownership more accessible.,Mobile by OS of Primary Device(s)2017North AmericaActiveMobile Gamers (Age 13+), Past 3 Months4.9MM Other Only40.0MM Mixed OS Use65.4MM iOS Only,21%35%41%,76.7MM Android OnlyMixed OS Gamers (MM),Other Phone &Android Tablet,Android Phone &Other Tablet,Other Phone &iPad,iPhone &Other Tablet,6.0,9.3,9.0,0.0,15.7,Android Phone &iPadAndroid Gamers (MM),iOS Gamers (MM),3.4Android TabletOnly,44.9Android PhoneOnly,28.4Android Phone &Android Tablet,4.1iPad Only,29.7iPhone Only,31.6iPhone & IPad,Device OS Market SizingMarket Sizing & Segmentation,13, Copyright 2017 Electronic Entertainment Design and Research. Proprietary and Condential.,Enabling informed Decisions for the Video Game Industry.,SOURCE: EEDARs 2017 Mobile Survey,About 40% of those using a tablet devicethat is over a year old report that they plan toupgrade their device in the next year.,Recency of Device PurchaseMarket Sizing & SegmentationHow Recently Did You Purchase Your Primary MobileGaming Device(s)2017North AmericaActive Mobile Gamers (Age 13+), Past 3 MonthsAs of October 2017Active mobile gamers are most likely to be playing ona device that is one to two generations behind current55%ofsmartphonegamersand57%oftabletgamersreport that their primary device(s) were purchased in2015 or 2016.Active smartphone gamers tend to refresh their devicesevery one to two years: 74% of iOS and 79% of Androidsmartphone gamers use devices that were purchasedin 2016 or 2017.Tablet gamers are more likely to be playing on anout-of-date device 34% of iPad gamers, and 21% ofAndroid tablet gamers use a device that is three ormore years old.,14, Copyright 2017 Electronic Entertainment Design and Research. Proprietary and Condential.,Enabling informed Decisions for the Video Game Industry.,Although the number of gamers entering the market has begunto slow, gaming revenue has continued to show strong growthyear-over-year and is estimated to reach approximately $7.5Bin 2017 in North America alone.,2012,2013,2014,2015,2016,2017E,2018E,2019E,$1.4,$3.2,$4.2,$5.4,$6.1,$6.7,$7.2,$8.9,8.6% CAGR,SOURCE: EEDARs Mobile Trends,Mobile Gaming RevenueMarket Sizing & SegmentationMobile Game Revenue by Year$USD BillionsNorth America iOS and Android,15, Copyright 2017 Electronic Entertainment Design and Research. Proprietary and Condential.,Enabling informed Decisions for the Video Game Industry.,North American mobile gaming revenue generated by mobile gamers acrosssmartphones and tablets is estimated at $7.5B in 2017.This is an average of $40.10 per year for each of the 187.0MM NA mobile gamers,age 13+.SOURCE: EEDARs 2017 Mobile Survey,Dual-device users continue to be the most invested gamers playing across morethan one device, and generating the greatest amount of revenue (relative to theirmarket share). Year-over-year, their contributions have continued to grow (from59% to 73%).,% of Players,% of Revenue,24%,6%,3%,73%30.29MM Payers (40%)Revenue = $1.83B54%40%3.91MM Payers (34%),Revenue = $230.07MM,56.19MM Payers (56%)Revenue = $5.44B,Smartphone Only,Tablet Only,Smartphone & Tablet,Mobile Gaming RevenueMarket Sizing & SegmentationShare of Mobile Players and Revenue by Device(s) Used2017North AmericaActive Mobile Gamers (Age 13+), Past 3 Months,16,Deconstructing Mobile &,Tablet Gaming 2017,Market Segmentations, Copyright 2017 Electronic Entertainment Design and Research. Proprietary and Condential.,Enabling informed Decisions for the Video Game Industry.,The broader North American mobile gamingmarket continues to show a slight female,majority (54%) overall.,Year-over-year, the average age of adultmobile gamers has generally remained thesame (around 37 years old), with teens thenrepresenting about 15% of the market (bringingthe average down to 33.5).,Comparing the genders, we see that current,mobile gamers are generally more alike thandifferent:,Male and female gamers generally showsimilar rates of dual-device usage and play.,The top genres played continue to focus on,more accessible experiences especiallyPuzzle genres.Male mobile gamers are somewhat more likelyto spend on mobile games they play (55% are,payers vs. 43% of female gamers).,This is most likely tied to their heavier playof more core genres, and particularly thosefeaturing direct competition (which is oneof the strongest drivers of ongoing spend).,Market,Female Gamers (54%),Male Gamers (46%),Average Age,33.5,34.7,32.2,Devices Used to Play Games,Smartphone OnlyTablet OnlySmartphone & Tablet,40%6%51%,40%6%49%,40%7%54%,Spend Segments,Non-PayersModerate Payers,52%41%,57%37%,45%47%,Heavy Payers,7%,6%,8%,Play Segments,Light PlayersModerate PlayersHeavy Players,
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