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1、Trends in digiTal gaming: Free-to-Play, Social, and Mobile Games Pietro Macchiarella, Research Analyst, Parks Associates 2 About 80% of U.S. gamers play either free-to-play online games or Facebook games. In general, Facebook games, also referred to as social games, can be free-to-play and vice vers
2、a, but in the Online Gaming and Digital Distribution survey, Parks Associates asked respondents to distinguish between their Facebook games and the free-to-play games they play outside the social network (e.g., on a PC). Therefore, the two categories of free-to-play games and Facebook games as refer
3、enced in this whitepaper are exclusive. Parks Associates study Online Gaming and Digital Distribution found that an astounding number of people in the U.S. play some kind of videogame on a regular basis. 135 million PeoPle play at least one hour of games per month (com- pared to 56 million in 2008).
4、 Most of these new gamers are casual gamers and have been attracted to the gaming world by social or free-to-play games through new, convenient platforms such as smartphones and tablets. Online, and especially mobile, gaming is transforming the industry, changing it from one focused essentially on p
5、ackaged goods sold at retail to one that provides services to consumers. Instead of ending support of customers after they buy individual game titles, game companies now focus on building gamer communities and developing ongoing relationships with their customers. The positive effect of this approac
6、h is that game monetization can be extended beyond the point of sale. Unlike traditional offline games, the online world allows the in- dustry to earn revenue even when people play the same game repeatedly. The Number of Gamers is Increasing Online Gaming and Digital Distribution is a sur- vey of U.
7、S. gamers that quantifies their gaming and spending habits and determines their gam- ing preferences and future intentions. Source: Online Gaming and Digital Distribution Parks Associates 0 80 160 20082011 The Number of U.S. Gamers increased 241% from 2008 to 2011 (Millions of Gamers) GaMerS Are deF
8、Ined individuals in a broadband household whO Play AT leAST oNe hour Per Month on Any PlAtForm. | All rights reserved. trendS in digitAl gAming: Free-to-Play, Social, and Mobile Games the premise of free-to-play games is in the nameplayers can play for free and open their wallets only when they need
9、 virtual items or upgrades to enhance their gaming experience, an approach broadly referred to as the microtransactions model. The mechanics of gameplay varythey can be synchronous or asynchronousand examples of free-to-play games include MapleStory and Lord of the Rings Online. the main advantage o
10、f this business model is to remove the barriers of retail cost and subscription fees, which tend to be formidable disincentives to play games, especially for casual gamers. Those segments who do not consider themselves “gamers” are much more likely to spend a substantial amount of money on free-to-p
11、lay games than they are to purchase games at retail outlets. For example, in the game Lord of the Rings Online, players have the option to buy extra quests, cosmetic gear, rare mounts, experience boosts, and more to enhance game play. Players often cite the microtransactions model as a way to reduce
12、 their gaming expenditures because it allows them to spend according to their budget and play patterns. however, Parks Associates research reveals that people who spend money on these games tend to spend amounts that are comparable to the cost of traditional games. In particular, gamers who spend mo
13、ney on Facebook games average about $29 USd per month in spending while those who pay for virtual goods and upgrades in free-to-play games spend about $21 USD per month on average. These amounts are not too far from the $24-$27 per month spent by incidental and occasional gamers on new console games
14、. Free-to-play Games Source: Online Gaming and Digital Distribution Parks Associates $0 $30 Among Facebook “Spenders” Among Free-to-play “Spenders” Average Monthly Spending for Social/Facebook CityVille reached 20 million users in 11 days1, making it the fastest-growing game in history. Social games
15、 are mostly casual in nature and require little up-front development costs. however, since social games are ongoing services, expertise in providing internet services and customer care is essential to a companys success. it is not uncommon for operational and service costs to account for 70-80% of a
16、 games total cost. Finding cost-effective infra- structures to accommodate huge customer bases of millions of players is critical. Social games provide impressive amounts of user data. Game developers are able to fine-tune their games after launch, based on users behavior. They can detect lapses in user interest and take measures to revive interest in the game (such as launching new virtual items, special offers, etc.). These steps
