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Platform .. .................................................................................. 4
Purchase Intent ................................................... 9
Co-Play . . ..................................................................................... 11
Monetization ........................................................... 12
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
New and emerging platforms are increasingly games at least weekly.
providing novel mediums for children around the The following countries were included
world to play casual games. However, surprisingly in the study:
little is known about kids and casual gaming,
particularly from an international perspective. China
> Children game on computers > Across markets, the computer >A
lmost ¾ of parents who have Germany
more than any other device. or the laptop is the clear most access to a game console play
common devices to play casual on it with the kids, although By casual gaming, we are
> Platforms for play change by games on, followed by Chinese parents prefer tablets referring to digital games that are
fun and easy to play, for example
age. Younger kids lean toward handheld game players and to gaming systems. Mexico
tablet use, whereas older kids tablets. a mobile app like Angry Birds or
are more computer and gaming > Most parents prefer to let their Monkey Preschool Lunchbox,
> 3⁄5 of casual gaming parents playing Solitaire on the computer,
system oriented. kids try games out first with U.S.
1: USA, Canada, Mexico, Brazil.
1: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea.
> Across countries and among platform for their kids to game like Farmville, or an arcade game
mobile devices, the iPad has on this past holiday season. > Half of casual gaming parents like Tetris played on a video game
the highest gaming spend over $10/month console. Casual games are
“conversion” rate (when purchasing kids games for a different than complex games like
children have access to it!). game console. World of War Craft, Grand Theft
Auto, and Portal.
Global Gaming Across Generations 2013 Ca s ua l G a m e s A s s o c i at i o n 3
81%
computers China U.S. 0%
Computer Game Smartphone Handheld iPad iPhone iPod Touch E-reader Tablet
62%
game consoles
Germany Mexico
44%
handheld consoles 1: USA, Canada, Mexico, Brazil.
11% 16%
2: Japan, China, Australia, Korea.
3: Great Britain, France, Italy, Germany.
4: Russia, India, Spain, Netherlands.
Platforms for Play Change Across Kids: 2-13 yo Younger kids play
Assuming the child has Casual Games more Top 3 Devices for Casual Games by Age
access to the device, kids Top devices kids play games most often on
most often play casual frequently on iPads! 2–5 Year Olds
games on a computer 37%
(31%), followed by a Which of the following 28%
31% 13%
gaming console (19%), a
handheld (13%) and then
devices does your child
an iPad (11%). play casual games on 18%
computers handheld
consoles most often?
19% 11%
game
Computer iPad Smartphone
Mobile is taking off globally Families are playing together! Almost ¾ of parents who
> Across markets, the computer or the have access to a game console play on it with their kids.
laptop is the clear most common device
for kids to play casual games on, > Family play is most common on game A country snapshot:
followed by handheld game players (for consoles, with 73% of parents who have 1. Game consoles are the most used
Mexico, US and Germany) and tablets. access to a console saying they play device for German, Mexican and
> It seems consoles are catching up on together on it with their kids. Consoles U.S. parents to play with their
PCs and laptops in Germany and the US. are followed by computers (69%). children, while Chinese parents
iPads are really popular in China with > Not surprisingly, it is less common for favour tablets.
1/4 of our respondents choosing them families to play together on mobile 2. The classic computer or laptop
as their child’s most used device for devices, however over half of parents ranks #2 for co-play in all 4
casual gaming. (53%) report playing on their iPads with 1: USA, Canada, Mexico, Brazil.
2: Japan, China, Australia, Korea. markets.
their kids.
3: Great Britain, France, Italy, Germany.
80%
Germany 70%
Mexico
25%
ipad
13%
smartphones
60%
50%
40%
1: USA, Canada, Mexico, Brazil. 1: USA, Canada, Mexico, Brazil.
co, Brazil. 2: Japan, China, Australia, Korea. 2: Japan, China, Australia, Korea.
U.S. 30%
alia, Korea. 3: Great Britain, France, Italy, Germany. 3: Great Britain, France, Italy, Germany.
e, Italy, Germany. 4: Russia, India, Spain, Netherlands. 4: Russia, India, Spain, Netherlands.
, Netherlands.
20%
1: USA, Canada, Mexico, Brazil.
2: Japan, China, Australia, Korea.
10%
3: Great Britain, France, Italy, Germany.
4: Russia, India, Spain, Netherlands.
computers are
0%
most common Game Computer iPad Tablet Handheld Learning iPhone Smartphone E-reader iPod
Console Device Game Tablet Touch
Player
15%
15%
Mexico
3: Great Britain, France, Italy, Germany.
1: USA, Canada, Mexico, Brazil. 4: Russia, India, Spain, Netherlands.
35%
2: Japan, China, Australia, Korea.
3: Great Britain, France, Italy, Germany.
4: Russia, India, Spain, Netherlands.
desirable devices for Mexican
10% United States 25% parents, with the Xbox and Kinect
Total sharing the top spots.
30%
5% 20%
The Nintendo 3DS is the #1 most
25%
0% 15%
wanted gaming platform in the US
iPad Learning Tablet Smartphone iPhone iPod Touch
Tablet Device this holiday season (27%) but
20% 10% parents are also looking to buy
learning tablets (23%)
5%
15%
0% 1: USA, Canada, Mexico, Brazil.
X-Box iPad kids learning 2: Japan, China, Australia, Korea.
10% tablet
3: Great Britain, France, Italy, Germany.
4: Russia, India, Spain, Netherlands.
5%
0%
X-Box iPad Learning Tablet Nintendo 3DS Tablet Device Wii
Monetization Across
Generations
And the monetization winner is… Try it before buying it! The way to their wallet
When asked to rank their interest in Mean of Top Ranked Purchasing Preferences
or Brieftasche or cartera or
different ways to purchase casual games (per 10 responses)
for their children, parents prefer to let
Chinese and Mexican parents have The U.S. parents seem to mostly want
their kids “try it out” first with a free 10
similar interest in purchase options, to start with a free version, no
version. 9
and seem to be the most willing to matter what.
8 60% pay for casual games. > 1/2 start with a free version and
Subscriptions, which ironically have been
> About
2/3 are likely to get their then upgrade.
a stalwart in the kid’s gaming space, are 7
50% child a free version and then > 2/5 are likely to have the free
actually the least liked model by parents. 6
upgrade later. version that includes advertising.
40%
5 > About
1/2 are likely to buy a full,
4 30% ad-free version.
1: USA, Canada, Mexico, Brazil.
2: Japan, China, Australia, Korea.
3: Great Britain, France, Italy, Germany.
3
German parents, overall, are less
4: Russia, India, Spain, Netherlands.
20%
2 likely to want to pay for casual
10% Chinese and U.S. parents are the games and are the most advertising
1
most advertising accepting, with 2/5 averse.
0 0% of parents sayingathat they are likely
A free Buy the Free version Purchase a A free
1: USA, Canada, Mexico, Brazil.
Buy the Free version Purchase > For those that will pay, they are
version with full version, then upgrade subscription version with
2: Japan, China, Australia, Korea.
to upgrade
full version, then
3: Great Britain, France, Italy, Germany. get (or allow) ad-supported games
subscription most likely to buy the full version
advertising advertising-free advertising advertising-free
4: Russia, India, Spain, Netherlands.
10
4: Russia, India, Spain, Netherlands.
> A full ¼ of German parents are not
Purchasing Preferences in Top 3 interested in games with
9
advertising for their children at all;
8 60%
1: USA, Canada, Mexico, Brazil.
and over ½ refuse to even consider
a subscription.
2: Japan, China, Australia, Korea.
7 3: Great Britain, France, Italy, Germany.
4 30%
3
20%
2
10%
1
0 0%
A free Buy the Free version Purchase a A free Buy the Free version Purchase a
version with full version, then upgrade subscription version with full version, then upgrade subscription
advertising advertising-free advertising advertising-free
Half of casual gaming parents spend over $10/month On average, how much did you spend last month purchasing
purchasing kids games for a game console games for your children for each of the following devices?
> Parents were by far the most likely to Spending Patterns by Device Zero Under $10 Over $10
spend over $10 last month on game
consoles (51%), followed by handheld
100%
game players and learning tablets. This
is not surprising, as games for these
Most Popular Device for Each Spend Category devices are the most expensive. 80%