Where have all the GameStar readers gone

Where have all theGameStar-readers gone ?

And what that meansfor the games industry .

Why is he talking about this?

Heiko Klinge, Editor-in-chief Making Games

• Playing Games since the age of 5• Writing for GameStar since November 2000• Founding /GameStar/dev (which later became

Making Games) in August 2005• Responsible for all B2B-Activities of

IDG Entertainment since 2008 • A guy who loves playing games and therefore

thought, that he‘s still young (at least at heart)

GameStar: Sold copies 2005 – 2013

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What the f*ck has happened?????


Age of GameStar-Readers in February 2009

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Age of GameStar-Readers in April 2013


And what about him ?


Online? Yes, but …Visits


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PC Games PCG HW Spieletipps GameStar 4Players Computerbase

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How we found out …





The logical consequence …


YouTube: »Biggest YT-Network in Germany.No. 22 worldwide«

Video Views (YouTube Analytics)

147 Channels6,125 Mio. Subscribers118 Mio. Video Views (p.m.)>1,9 Milliarden Video Views (ytd)

GameStar & Friends


And no, it isn‘t just Core- and AAA -Games


And no, it isn‘t just a media thing


Young Gamers want their game (not games in general)

Battlefield 3 on gamestar.de:

• 31 Features and Articles• 699 News • 104 Videos (51 Editorial Videos)

Drakensang Online on gamestar.de:

• 8 Features and Articles• 22 News • 13 Videos (5 Editorial Videos)


Young Gamers want their information on demand

Wikia• 50,000+ VIDEO GAME

WIKIS• 3M AVERAGE GLOBAL

MONTHLY CONTRIBUTIONS

• 2.8M GLOBAL AVERAGE DAILY VISITORS

• 556M GLOBAL PAGE VIEWS


Young Gamers want their information on demand


Young Gamers want their information to be mobile


Mobile is catching up quickly

IDG Entertainment (apps + mobile sites):

• ~ 3,1 Million Visits (04/2013)

• More than 6,4 Million Page Impressions (04/2013)

• Agof Mobile Facts 2012-II: 162.000 Unique Mobile User!

• But: It‘s not an »And«, it‘s an »Or«


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Young Gamers want to see (instead of reading)


Young Gamers want to see (instead of reading)


Young Gamers want entertainment


Young gamers DO entertainment!


And yes, even game developers can be entertaining


Young gamers want personality


Young gamers want to be in touch

~ 11 Tweets1 Blog Post

Every Day!


And what does that mean for IDG?

Print 2010 Online 2010


And what does that mean for IDG?


Print 2013 Online 2013

GameProApps

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GameStar&

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Mobile 2013

GameStarApps

GamePro

Playmassive

GameStar

Playnation

making games

Onlinewelten Gronkh

Making Games

iPad App

And what does that mean for you?

• Invest in marketing and community management! ASAP!• Find your Bill Roper … or Olliver Heins• Get out there and get popular• Use every single communication channel• Choose the right platforms• Use the media … but do it in a smart way• Long term content instead of short term PR news• Get in touch with your audience• Stay in touch with your audience• Deliver content, not only games• Be honest to your customers• And most of all: Stay true to yourselves• (You still need a good game though)

Be a person, be a brand … be a hobby, be everywhere


Our Takeaway: High5 – now on YouTube


Thanks!

[email protected]

facebook.com/MakingGames

youtube.com/High5

youtube.com/GameStarDe


Business

Where have all the GameStar readers gone