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Shifting Gears: The Growing Importance of  Mid Core  Gamers.

Shifting Gears: The Growing Importance of  Mid Core  Gamers. Kabam | Who am I. Keith Kawahata Vice President, Kabam Studios Revenue Group, Kabam Studios RPG Genre, NA Studio >5 years F2P operations and development experience. Kabam | What we do.

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Shifting Gears: The Growing Importance of  Mid Core  Gamers.

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  1. Shifting Gears: The Growing Importance of Mid Core Gamers.

  2. Kabam | Who am I Keith Kawahata Vice President, Kabam Studios • Revenue Group, Kabam Studios • RPG Genre, NA Studio • >5 years F2P operations and development experience

  3. Kabam | What we do • Top 10 mobile gaming company by revenue • 16 languages and played in 150+ countries • #1 grossing iOS application in 2012 • #1 top grossing iOS game in over 50 countries • 2games in the iOS Top 10 monthly grossing

  4. Kabam | Who we are • $180M+ gross revenues in 2012 • 70% Y/Y growth • $50M cash in bank • Profitable and on track to grow revenues by more than 65% this year to $300M • Seven titles that gross more than $1 million per month

  5. Kabam | Where we are Asia (Beijing, Seoul) Europe (Luxembourg, Berlin, London) San Francisco, CA Headquarters Austin, TX Vancouver, BC 700 employees globally

  6. Follow-up • Andrew Sheppard • Casual Connect Hamburg • Available on Youtube & CasualConnect.org

  7. Market Update

  8. Market Update | Worldwide • $77B in 2017 • Tablet = fastest growing market • Smartphone = biggest opportunity • Asia > U.S. > Europe • ROW = fastest growth *Source: IDG May 2013

  9. Market Update | Misc • Social networks = • Connected consoles = *Source: IDG May 2013

  10. Market Update | Key Takeaways • Mobile <> Tablet <> Social <> Connected Console • Smartphone and tablet opportunity is MASSIVE • Asia <> Europe <> US <> ROW • Global execution opportunity is MASSIVE

  11. Who is your audience and what does he do?

  12. Audience | Population Sizes By Gamer Type* *-ages 18 to 65; among mobile gamers only

  13. Audience | Demographics and Engagement Demographics • What age difference? • Battle of the sexes Engagement • Midcore FTW Midcore Segment more time Less time

  14. Audience | Monetization Conversion Rates Conversion Rate • Know your regions ARPU • Opportunity for core business models and systems in midcore and casual games ARPU

  15. Bringing it all together

  16. Opportunities Summary • Opportunities are MASSIVE • Mobile/tablet platform FTW • Asia is required for global maxima • Midcore is the hottest target segment with growing engagement, spend and audiance. Arbitrage will shrink as budgets, build times and team capabilities increase relative to the market opportunity

  17. How do you target mid core? • Know your demographics • >40% female across all geos • Know your attiudinal drivers • >30% of mid core gamers play because of friends both RL and virtual • Know your awareness drivers • <10% of mid core gamers find games from mobile/social ads • Quality matters • >40% of mid core gamers find games from personal recommendations (ie word of mouth)

  18. Q&A?

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