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Kids and Casual Gaming

Around the World


Global
Gaming
Objectives & Methods ........................... 3 Objectives & Methods Across
Generations

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.

an online Social Networking Game


2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy, Germany.

intended to purchase a new free version of games.


3: Great Britain, France, Italy, Germany. 4: Russia, India, Spain, Netherlands.
4: Russia, India, Spain, Netherlands.

> 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

1: USA, Canada, Mexico, Brazil.


Global
Gaming

Platform: Access Access Supporting Data Across


Generations

Computers and game consoles reign in Which of the following devices, if


any, do you have in your household?
the land of kids & casual gaming; but
mobile is catching up quickly! Which of the following devices does
your child play casual games on?
> Overall, children play casual games on computers > While not as many kids have access to iPads
more than any other device, with 81% of casual (39%), usage is high amongst the kids that do
gaming parents saying that their children play have access (72%). As access to iPads increases,
games on a desktop or laptop. Game consoles they are likely to rise in importance in the kids Household Owns
follow behind, although not as closely as one gaming ecosystem. The same is true for iPhones, 100%
might expect at 62% for consoles and 44% for although to a lesser extent, with 39% of kids
Kids Play Casual Games On
handheld consoles. This is an issue of access. having access and 60% of kids with access using
them for casual gaming. 80%
> Of kids who have access to the devices, they are
most likely to game on computers, game consoles > In general for the other mobile devices — aka
and handheld game consoles, with just over 80% other tablets, smartphones, and iPod touches,
of kids using those devices for gaming if they about half of the kids who have access are likely 60%
have access to them. to use the device for gaming — actually a
surprisingly high number!
40%
Casual Gaming Devices
Used by 2-13 Year Olds
Casual Games Played on iPad by 2-13 Year Olds 20%

81%
computers China U.S. 0%
Computer Game Smartphone Handheld iPad iPhone iPod Touch E-reader Tablet

53% 26% Console Game


Player
Device

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.

1: USA, Canada, Mexico, Brazil. Global Gaming Across Generations 2013  Ca s ua l G a m e s A s s o c i at i o n   5


4 2: Japan, China, Australia, Korea.
3: Great Britain, France, Italy, Germany.
4: Russia, India, Spain, Netherlands.
Global
Gaming

Platform: Frequency Frequency by Age Across


Generations

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

consoles ipad 6–9 Year Olds


Kid’s Device Preference
for Casual Games 39%
Computer 31%
29% 28%
Game Console 19%
Handheld Game Player 13%
Of kids who have access to the
device, younger kids lean toward 2-5 year olds & iPad 11%
tablet use, whereas older kids are Smartphone 7%
more computer and gaming system
oriented.
6-9 year olds Learning Tablet
E-reader
6%
5%
Computer Game
Console
iPad

> 2–5 year olds game most often on


an iPad (37%), followed by a
game most often iPhone
Tablet Device
5%
2% 10–13 Year Olds
Computer
Computer Game
Game Console
Console iPad
iPad

computer (28%), followed by a


smartphone (18%). on an iPad iPod Touch 1%
36%
> 6–9 years olds game most often
31% 29%
on an iPad (39%), followed by a 10-13 year olds
computer (29%) and game console
(28%). game most often
> 10–13 year olds game most often
on a computer (36%), followed by
game consoles (31%) and
on a computer Computer Game
Console
Handheld
Game Player
handheld game players (29%).
Computer Game Console Handheld
Computer Game Console iPad Game Player
Global Gaming Across Generations 2013  Ca s ua l G a m e s A s s o c i at i o n   7
6
Global
Gaming

Platform: Frequency Co-Play Across


Generations

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.

> Smartphones are most used in Mexico


1: USA, Canada, Mexico, Brazil. 4: Russia, India, Spain, Netherlands.
2: Japan, China, Australia, Korea.
3: Great Britain, France, Italy, Germany.
4: Russia, India, Spain, Netherlands. 3.Playing games on an iPhone or a
with 13% of our sample’s kids playing
smartphone also ranks high with
games on their phones most often than
parents and their children.
other devices.

Devices Most Used By Kids 2-13 Years Old


On which of the following devices do
you play together with your kids?
China China Mexico 1: USA, Canada, Mexico, Brazil.
2: Japan, China, Australia, Korea.
3: Great Britain, France, Italy, Germany.
4: Russia, India, Spain, Netherlands.

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

Global Gaming Across Generations 2013  Ca s ua l G a m e s A s s o c i at i o n   9


8
1: USA, Canada, Mexico, Brazil.
2: Japan, China, Australia, Korea.
3: Great Britain, France, Italy, Germany.
4: Russia, India, Spain, Netherlands.
co-play Global
Gaming

Purchase InTENT Supporting Data 25%


Purchase Intent Across
Generations
20%

15%

Which platform(s) are you most 10%


likely 3/5 of casual gaming parents intend to
to purchase for your children?
5%
purchase a new platform for their kids to
Global Interest In Consoles Global
0%
X-BoxInterest
Nintendo InWiiHandheld Devices
PlayStation Wii U PlayStation Kinect
play games on when purchasing gifts.
3Ds Vita

25% 25% > Almost 60% of ‘casual gaming parents’


intend to purchase a new platform or
20% 20% device for their children to play casual
games on this holiday season.
15% 15%
A country snapshot:
> Purchase intent is about equal between
10% 10% mobile devices and traditional gaming T op of Chinese parents’ list are
platforms. tablets (iPads – 40% and learning
5%
5%
> Of parents who do intend to purchase a tablets – 34%).
0% 0%
new casual gaming device, the most In Germany, parents seem to be
X-Box Nintendo Wii PlayStation Wii U PlayStation Kinect iPad Learning Tablet Smartphone iPhone iPod Touch
3Ds Vita Tablet Device popular devices are X-box (23%), iPad more inclined to buy gaming
25%
(22%), and kids learning tablet (21%). platforms for their children this
Platform Interest By Country year with the Nintendo 3DS being
20%
China top of the list (27%).
40% Germany
Parent’s Purchase Intent  aming platforms are the most
G
1: USA, Canada, Mexico, Brazil.
2: Japan, China, Australia, Korea.

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

Global Gaming Across Generations 2013  Ca s ua l G a m e s A s s o c i at i o n   11


10
Global
Gaming

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.

for their kids. 1: USA, Canada, Mexico, Brazil.


2: Japan, China, Australia, Korea. of the game without ads (45%).
3: Great Britain, France, Italy, Germany.

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.

50% NOTE: All %s are for Top 3 box on a 0-10 scale


4: Russia, India, Spain, Netherlands.

6 from “not at all likely” to “very likely”.


40%
5

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

Global Gaming Across Generations 2013  Ca s ua l G a m e s A s s o c i at i o n   13


12
Global
Gaming
Monetization Monthly Spend Across
Generations

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%

> 26% of parents spent over $10 last


month purchasing games for an iPad, 60%
which is quite high considering the
average price of a kids game is likely $2 40%
gaming console or under.
> Interestingly, of parents whose kids do 20%

over $10 play casual games, they are most likely


to have spent $0 games for smartphones 0%
Game Handheld Learning iPad Computer iPod Tablet iPhone E-reader Smartphone
(58%) and computers (48%), indicating Console Game Tablet Touch Device
that kids may be playing more free Player
games on these devices.

Percentage of Kids Playing


ipad Who Do Not Spend Any Money
On Games by Device

under $10 Smartphone


Computer
58%
48%
Tablet Device 43%
iPod Touch 40%
iPhone 36%
Handheld Game Player 35%
computer Learning Tablet 34%
E-reader 31%

zero Game Console


iPad
24%
22%

Global Gaming Across Generations 2013  Ca s ua l G a m e s A s s o c i at i o n   15


14
About the Casual Games Association For press inquiries, please email
jessica@casualgamesassociation.org
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 Learn more about the games industry
portion of the success of your company and the industry as a whole. It with the best speakers, networking,
means that you and your team have access to cutting edge educational lectures and data to help you succeed
resources and are connected to thousands of other game industry in a crowded market at
professionals, members of the press and service providers around the globe. Casual Connect Europe: Feb 11-13, 2014
Learn more at http://www.casualgamesassociation.org/ 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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