Kids and Casual Gaming Around The World

Around the WorldKids and Casual Gaming

Global Gaming Across Generations 2013 Casual Games assoCiation 3

Global GaminG acrossGenerations

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.

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.

The following countries were included in the study:

Germany

china

1: USA, Canada, Mexico, Brazil.2: Japan, China, Australia, Korea.3: Great Britain, France, Italy, Germany.4: Russia, India, Spain, Netherlands.

U.s.1: USA, Canada, Mexico, Brazil.2: Japan, China, Australia, Korea.3: Great Britain, France, Italy, Germany.4: Russia, India, Spain, Netherlands.

mexico


objectives & methods ..........................3

Platform ...................................................................................4

PUrchase intent ..................................................9

co-Play ......................................................................................11

monetization ..........................................................12

objectives & methods

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.

> 35 of casual gaming parents intended to purchase a new platform for their kids to game on this past holiday season.

> Almost 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.


> 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.

Which of the following devices, if any, do you have in your household?

Computers and game consoles reign in the land of kids & casual gaming; but mobile is catching up quickly!

> 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?

Casual Gaming Devices Used by 2-13 Year Olds

Global GaminG acrossGenerationsPlatform: ACCess ACCess Supporting Data

0%

20%

40%

60%

80%

100%

GameConsole

HandheldGamePlayer

iPadComputer iPod Touch TabletDevice

iPhone E-readerSmartphone

Kids Play Casual Games OnHousehold Owns

62%Game consoles

U.s.

26%

81%comPUters china


53%

mexico


16%Germany


11%44%handheld consoles

Casual Games Played on iPad by 2-13 Year Olds


25 Year Olds

Which of the following devices does your child play casual games on most often?

Computer Game Console iPad Computer Game Console Handheld Game Player

18%

37%

28%

computer iPad smartphone

69 Year Olds

1013 Year Olds Computer Game Console iPad

Computer Game Console Handheld Game Player

39%

28%29%

Gameconsole

iPadcomputer

Computer Game Console iPad Computer Game Console Handheld Game Player

29%31%36%

Gameconsole

handheldGame Player

computer

Kids device Preference for casUal Games

computer 31%

Game console 19%

handheld Game Player 13%

iPad 11%

smartphone 7%

learning tablet 6%

e-reader 5%

iPhone 5%

tablet device 2%

iPod touch 1%

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%).

Global GaminG acrossGenerationsPlatform: FrequenCY FrequenCY bY Age

toP 3 devices for casUal Games by aGe

Younger kids play Casual games more frequently on iPads!

Of kids who have access to the device, younger kids lean toward tablet use, whereas older kids are more computer and gaming system oriented.

> 25 year olds game most often on an iPad (37%), followed by a computer (28%), followed by a smartphone (18%).

> 69 years olds game most often on an iPad (39%), followed by a computer (29%) and game console (28%).

> 1013 year olds game most often on a computer (36%), followed by game consoles (31%) and handheld game players (29%).

Platforms for Play Change Across Kids: 2-13 yo

2-5 year olds & 6-9 year olds game most often on an iPad 10-13 year olds game most often on a computer

19%Game consoles

31%comPUters

11%iPad

Top devices kids play games most often on

13%handheld consoles


Global GaminG acrossGenerationsPlatform: FrequenCY

> 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.

> 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 childs most used device for casual gaming.

> Smartphones are most used in Mexico with 13% of our samples kids playing games on their phones most often than other devices.

Mobile is taking off globally

Germany

china

1: USA, Canada, Mexico, Brazil.2: Japan, China, Australia, Korea.3: Great Britain, France, Italy, Germany.4: Russia, India, Spain, Netherlands. U.s.


mexico


13%smartPhones

comPUters are most common

25%iPad

Devices Most Used By Kids 2-13 Years Old

china


mexico


> 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%).

> 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.

GameConsole

HandheldGamePlayer

LearningTablet

iPadComputer iPodTouch

TabletDevice

iPhone E-readerSmartphone0%

10%

20%

30%

40%

50%

60%

70%

80%

On which of the following devices do you play together with your kids?

Families are playing together! Almost of parents who have access to a game console play on it with their kids.

A country snapshot:

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.

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.

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.


co-Play


United StatesMexicoGermanyChina

Total

X-Box Wii U PlayStationWiiNintendo3Ds

PlayStationVita

Kinect0%

5%

10%

15%

20%

25%

iPad iPhone iPod TouchTabletDevice

LearningTablet

Smartphone0%

5%

10%

15%

20%

25%

Which platform(s) are you most likely to purchase for your children?

X-Box Wii U PlayStationWiiNintendo3Ds

PlayStationVita

Kinect0%

5%

10%

15%

20%

25%

iPad iPhone iPod TouchTabletDevice

LearningTablet

Smartphone0%

5%

10%

15%

20%

25%

Platform Interest By Country

Global Interest In Consoles Global Interest In Handheld Devices

co-Play Global GaminG acrossGenerationsPUrchase intent Supporting Data

0%

5%

10%

15%

20%

25%

30%

35%

40%

X-Box iPad Learning Tablet Nintendo 3DS Tablet Device Wii

3/5 of casual gaming parents intend to purchase a new platform for their kids to play games on when purchasing gifts. > 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.

> Purchase intent is about equal between mobile devices and traditional gaming platforms.

> 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%).

A country snapshot:

Top of Chinese parents list are tablets (iPads 40% and learning tablets 34%).

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%).

Gaming platforms are the most desirable devices for Mexican parents, with the Xbox and Kinect sharing the top spots.

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%)

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.


PUrchase intent

X-Box kids learningtablet

iPad0%

5%

10%

15%

20%

25%

Parents Purchase Intent


Global GaminG acrossGenerationsmonetization


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.

Subscriptions, which ironically have been a stalwart in the kids gaming space, are actually the least liked model by parents.

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.

And the monetization winner is Try it before buying it! The way to their wallet or brieftasche or cartera or

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.




Chinese and U.S. parents are the most advertising accepting, with 2/5 of parents saying that they are likely to get (or allow) ad-supported games for their kids.

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 of German parents are not interested in games with advertising for their children at all; and over refuse to even consider a subscription.

NOTE: All %s are for Top 3 box on a 0-10 scale from not at all likely to very likely.

Purchasing Preferences in Top 3

A freeversion with advertising

Purchase asubscription

Buy the full version,

advertising-free

Free versionthen upgrade

0%

10%

20%

30%

40%

50%

60%

0

1

2

3

4

5

6

7

8

9

10




advertising-free





advertising-free


0%

10%

20%

30%

40%

50%

60%

0

1

2

3

4

5

6

7

8

9

10




advertising-free


Mean of Top Ranked Purchasing Preferences(per 10 responses)


Global GaminG acrossGenerationsmonetization

> 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.

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%

Zero Under $10 Over $10Spending Patterns by Device

On average, how much did you spend last month purchasing games for your children for each of the following devices?

Half of casual gaming parents spend over $10/month purchasing kids games for a game console

comPUter

iPad

GaminG console

over $10

under $10

zero

MonTHlY sPend

GameConsole

0%

20%

40%

60%

80%

100%

HandheldGamePlayer

LearningTablet

iPad Computer iPodTouch

TabletDevice

iPhone E-reader Smartphone

most PoPUlar device for each sPend cateGory

aboUt the casUal Games association

When it comes to the health of your business, the more things that work

together, the better. Which is why the Casual Games Association is a critical

portion of the success of your company and the industry as a whole. It

means that you and your team have access to cutting edge educational

resources and are connected to thousands of other game industry

professionals, members of the press and service providers around the globe.

Learn more at http://www.casualgamesassociation.org/

For press inquiries, please email [email protected]

Learn more about the games industry with the best speakers, networking, lectures and data to help you succeed in a crowded market at Casual Connect Europe: Feb 11-13, 2014 Casual Connect Asia: May 21-23, 2013 Casual Connect USA: July 30-Aug 1, 2013 Casual Connect Kyiv: October 23-25, 2013

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Kids and Casual Gaming Around The World