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Gameology Games and Digital Goods Spending Behavior Report July 2011

Gameology Games and Digital Goods Spending Behavior Report July 2011. Objectives and Methodology Demographics Executive Summary Games and Goods Spending Spending Habits Demographic Differences. Objectives and Methodology. Objectives: To assess interest in virtual content in 2011.

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Gameology Games and Digital Goods Spending Behavior Report July 2011

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  1. Gameology Games and Digital Goods Spending Behavior Report July 2011

  2. Objectives and Methodology • Demographics • Executive Summary • Games and Goods Spending • Spending Habits • Demographic Differences

  3. Objectives and Methodology Objectives: • To assess interest in virtual content in 2011. • To compare spending on virtual content year over year. • To identify virtual content of interest and compare spending across different genres. Methodology: • Respondents rate the various methods they have used to pay for virtual goods. • Respondents then indicate the frequency and types of their purchases and whether they are through first- or third-party channels. • Respondents indicate how they think their spending habits will change. • Finally, respondents answer questions regarding their gaming habits. Respondent Overview: • 1,456 male and female gamers ages 13 to 89 (inclusive) participated in this study. All respondents spend real-world money on virtual game content. • VGMarket Panel: Representative General Gamer Population, n = 1,006 • PlaySpan Panel: Registered PlaySpan users, n = 450

  4. Demographics VGMarket – US General Gamer Population • 1,006 total respondents between 13 and 65 (inclusive) • 72% male • Average respondent age: 25.3 • Average household income: $68,897

  5. Executive Summary

  6. Executive Summary • More Real Currency Spent on Virtual Currency • Virtual goods buyers spent more money on virtual goods in MMOs than in any other genre in the last 12 months. • In-game currency has the highest mean expenditure of any virtual item, while subscription codes has the highest median expenditure. • Pre-paid cards Continuing to Grow (PlaySpan Panel): • Game-specific pre-paid card usage for virtual goods purchasing increased 20% over last year (9% in 2010 to 29% in 2011).

  7. Executive Summary • Offers no longer a primary means of payment • Respondents are most receptive to purchasing virtual goods with real-world money as a way to pay for games. • Merchandising Matters • Respondents are most interested in free bonus items, free currency, and price discounts as promotions to purchase virtual items with real money.

  8. Executive Summary Digital Good Spend vs. Last Year (PlaySpan panel) Median Spent on Digital Content By Content Type

  9. Executive Summary Digital Good Spend vs. Last Year (PlaySpan panel) Median Spent on Digital Content By Game Type

  10. Games and Goods Spending

  11. 48% of General Gamer Population respondents have purchased In-Game Currency in the last 12 months. In the last 12 months, which of the following types of virtual items or content have you purchased using real-world money? 2011 General Gamer Population shown here.

  12. The majority of General Gamer respondents purchase virtual goods for Console Games with Online Play. In the last 12 months, for which of the following types of online games have you purchased virtual currency, items, or content using real-world money? 2011 General Gamer Population shown here.

  13. Spending Habits

  14. One third of the General Gamer Population purchases virtual content. 2011 General Gamer Population: In an online game, have you ever used real-world money to purchase virtual content from another player or third-party site?

  15. General Gamer respondents cite “playing more online games” as the top reason for planning to spend more. Why do you plan to spend more on virtual goods than last year?

  16. Most General Gamer Population respondents purchase virtual items on either a monthly or yearly basis. Approximately how often do you purchase virtual items or content with real-world money?

  17. General Gamer respondents purchase content to use in the game themselves and to advance further. What are your reasons for purchasing virtual items or content?

  18. Demographical Differences

  19. General Gamer female buyers dominate male buyers in virtual goods purchases for MMOs and Casual Games. Average real-world money spent buying virtual content from first-party and third-party in the last 12 months.

  20. General Gamers from the Western U.S. spend more on both Weapons and Armor compared to those in the East. Average real-world money spent buying virtual content from first-party and third-party in the last 12 months.

  21. General Gamer respondents that play Sports spend much more on MMOs than respondents that read Books Average real-world money spent buying virtual content from first-party and third-party in the last 12 months.

  22. General Gamer men are much more receptive than women to email communications, while women prefer promotions on Facebook to men What is the single best way to reach you with a promotion for virtual content or currency?

  23. http://www.slideshare.net/robblewis/playspan-gameology Robb Lewis Director of Marketing, Playspan robblew@visa.com Twitter.com/robblewis

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