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1、May 2023Copyright&Redistribution NoticeIntroduction&key takeawaysMethodology&terminologyOverview of monetization streams in USDLCs impact on game engagementCase studiesAbout Newzoo4567911 Newzoo 20231.In 2022,DLC sales accounted for of PC revenue and of console revenue in the US.2.Overall,DLC booste

2、d by across PC and console.(250K-2M MAU in DLC-launch month)benefitted the most from expansion packs,with an average month-on-month games experienced the highest MAU growth from DLC,followed by and on PC and console.5.By releasing,EA achieved the most successful expansion pack launch week in the gam

3、es history.6.On average,of Dead Cells MAU in the DLC-release month were.Game developers and publishers have long beenusing DLC,or downloadable content,to enhancethe gameplay experience and provide additionalcontent for their players.DLC helps attract(new)playersandkeepsthemengagedwiththeirfavorite g

4、ame franchises.With the rise of live-service games,releasing aconstantstream of new content has becomeincreasinglyimportantfordevelopersandpublishers alike.Successful DLC extends a gameslongevity and allows game companies to generateadditional revenue after the initial game release.In this report,we

5、 analyze over 1,600 DLC releaseson PC and console from April 2020 to April 2023and zoom in on how DLC boosts engagement forgames across various sizes(by player base)andgenres.The report also features case studies onThe Sims 4 and Dead Cells to show how free-to-play and premium games utilize DLC.Sr.M

6、arket Analyst Sr.Market Analyst Sr.Market Analyst Jr.Market Analyst Sr.Writer&Editor Lead Visual Designer4Source:Newzoo|Newzoo Game Performance Monitor|37 markets included(AE,AR,AT,AU,BE,BR,CA,CH,CL,CO,CZ,DE,DK,ES,FI,FR,GB,HU,ID,IE,IL,IT,JP,KR,MX,NL,NO,NZ,PL,PT,RU,SA,SE,TH,TR,US,ZA)Newzoo 20235Newzo

7、os Game Performance Monitor contains insight into the various contextual events surrounding games,such asDLC and updates,and what the effect of these events is on engagement and viewership metrics.All contextual events are added to our platform daily for 2,000+games,with,on average,5,000+monthly eve

8、nts.This DLC and items analysis contains 239 unique titles and 1,668 unique content releases from April 2020 to April2023.We analyzed the month-on-month growth of monthly active users(MAU)from the month before the release to therelease month.The time for gamers to pick this up was too short,andthe u

9、ptake in engagement usually came a couple of days after launch.We excluded DLC launches that launched simultaneously with the main game and DLC that was launched inNovember 2020 alongside the latest consoles.DLC and item packages only containing any form of in-gamecurrencies were removed.Titles that

10、 are or have been included on a subscription service like PS+or Game Pass wereomitted due to their different behavior and potential uptake.To guarantee the quality of our analysis,games with DLC having 50,000 or fewer MAU were excluded as thosecontained many outliers.:Playersthat opened the title at

11、 least once inthe selected calendar month.:Playersthat opened the title at least once inthe selected calendar week.:Players thatopened the title at least once on theselected calendar day.:Monthly unique playersthat played the title for the first time inthe selected calendar month.:Monthlyuniqueplaye

12、rs that played the title and havealso played the title before the selectedcalendar month.:Total unique playersthat have ever played a title until theselected calendar month.Note:Thisdoes not include players on PlayStation3,Xbox 360,or anything prior.Newand lifetime players are determined byplatform(

13、e.g.,PlayStation),notbydevice(e.g.,PlayStation 5).Newzoo 20236Source:Newzoo|Newzoo Game Performance Monitor|PC,PlayStation,XboxFull game downloadMicrotransactionDownloadable contentSubscriptionFull game downloadMicrotransactionDownloadable contentSubscriptionIn 2022,.Across the three in-game revenue

14、 streams,.PC payers spentasmuch on DLC in 2022 as console payers.As the top-performing titles continue todouble down on new ways to monetize andleverage the games-as-a-service model,weexpectfor both PC and console in the future.DLC generated almost twice as much revenue on PC than on console Newzoo

15、20237Source:Newzoo|Newzoo Game Performance Monitor|37 markets included(AE,AR,AT,AU,BE,BR,CA,CH,CL,CO,CZ,DE,DK,ES,FI,FR,GB,HU,ID,IE,IL,IT,JP,KR,MX,NL,NO,NZ,PL,PT,RU,SA,SE,TH,TR,US,ZA)SmallMediumLargeX-largeAveragePre-launchDLC launch monthPost-launchPC&console|37 major markets|April 2020 April 2023Sm

16、all:games between 50K and 250K MAU in DLC launch month;Medium:250K-2M;Large:2M-5M,X-large:5M.In 2022,DLC releases boosted MAU by anaverage of 11%across the 37 major PC andconsole markets.DLC also proved to be the most effective for.Thesegamessawanaverage month-on-month MAU growth of.Interestingly,it

17、 is worth noting that there was aslight decline in MAU across all game sizesfollowing the initial release month.This mayindicatethatplayers,afterexperiencingthefresh content,may have shifted their attentiontoothergamesoralternativeformsofentertainment until new content was introduced.Newzoo 20238Sou

18、rce:Newzoo|Newzoo Game Performance Monitor|37 markets included(AE,AR,AT,AU,BE,BR,CA,CH,CL,CO,CZ,DE,DK,ES,FI,FR,GB,HU,ID,IE,IL,IT,JP,KR,MX,NL,NO,NZ,PL,PT,RU,SA,SE,TH,TR,US,ZA)PC&console|37 major markets|April 2020 April 2023|Average MoM growthOn average,the monthafter the release.With many live-servi

19、ce games active inthe market,holding on to your audience longer is vital.This can eventually leadto further spending.Paradox Interactive is an example of a strategy publishergetting a lot out of its content releases.The Europa Universalis IV expansion,Lions of theNorth,with the accompanying free con

20、tent update,wasamong the best-performing DLCs by MAU increase withinits genre.On average,attracting over+20%more MAU perrelease shows the importance and success of DLCs withinthis genre.Two best-performing releases were ElderScrolls Online:High Isle and Warframes The New War.With nearly 200 items in

21、 our sample,the.The Horizon Forbidden West:Burning ShoresDLC saw the most considerable month-on-month growth.Critics and gamers alike responded positively to theupdate,whichfeaturedanewregionandromanticstoryline.Launching meaningful and frequent DLC updates keeps your audience engaged longer Newzoo

22、20239In March 2023,Twodayslater,thecompanyreleasedthepaid“GrowingTogether”expansion pack.The free content update introduced,while the paid expansion provided additional in-game items and features.This strategic update boosted,drawing players attention to the DLC that was just days awaywithout churni

23、ng players with a price tag.“Growing Together”is the first DLC since the game went free-to-play.When it became free-to-play,the game saw abefore settling at aafter the peak.The free-to-play model allowed“Growing Together”to reach a massive audienceofnewplayerswhenitlaunched.Went F2PCottage LivingSou

24、rce:Newzoo|Newzoo Game Performance Monitor|37 markets included(AE,AR,AT,AU,BE,BR,CA,CH,CL,CO,CZ,DE,DK,ES,FI,FR,GB,HU,ID,IE,IL,IT,JP,KR,MX,NL,NO,NZ,PL,PT,RU,SA,SE,TH,TR,US,ZA)High School YearsF2P announcementRelease monthJuly 2021July 2022March 2023WAU growth after content release#of days the DAU exc

25、eeded the average pre-release DAU reached a broader audience by introducing a free content update before the paid expansionPC&console|37 major markets|January 2021 April 2023Infant UpdateGrowing Together Pack Newzoo 20230%10%20%30%40%50%The DLC brought in new MAUs,but a significant majority of playe

26、rs didnt(and may not)returnSource:Newzoo|Newzoo Game Performance Monitor|37 markets included(AE,AR,AT,AU,BE,BR,CA,CH,CL,CO,CZ,DE,DK,ES,FI,FR,GB,HU,ID,IE,IL,IT,JP,KR,MX,NL,NO,NZ,PL,PT,RU,SA,SE,TH,TR,US,ZA)MAU declined-12.3%onaverageinthemonthswith no content updates.Percentage of MAUs new to the game

27、 over the three DLC releases.PC&console|37 major markets|January 2021 April 2023Since the beginning of 2021,Motion Twin has released 12content updates for Dead Cells.In comparison,generalcontent updates saw a+47%increase in MAU.While MAU increases seem impressive,its important to notethat,on average

28、,87%of players didnt return to play DeadCells DLCs.For general content updates,that percentagejumped up to 93%,while only 5%of players are active on non-update months.In June 2022,the“Breaking Barriers”update,leading to a rise in new players without alarge spike in overall MAUs.Fatal Falls DLC(Paid)

29、Queen of the Sea DLC(Paid)Return to CastlevaniaDLC(Paid)Total MAUNew player share10Get tailored support for every stage of the game development lifecycle,from greenlighting new concepts to optimizing your live-service strategies,powered by the most complete data resource in gaming.Validate your new

30、game concept by sizing the addressable market,modeling risk scenarios,and calculating your payback period.Get player feedback on game mechanics,features,and overall appeal from quantitative and qualitative perspectives.Craft your strategy around your target audience by defining and profiling your mo

31、st valuable player segments.Define your game design and monetization through teardowns of genres and their key titles.Measure and compare player sentiment pre-and post-campaign to optimize your marketing,user acquisition,and retention strategies.Improve your releases and updates and track their impa

32、ct.Find new ways to grow and boost user acquisition.Enrich your team and leaderships knowledge of the essential games market trends.Work directly with our games market experts to solve strategic and operational challenges.Get in touchGames tracked across PC,Xbox,PS,and Nintendo SwitchGlobal coverage

33、with 37 markets,8 regionsMetrics including MAU,DAU,LifetimePlayers,RevenueUnlock the leading platform for tracking the engagement andrevenue KPIs of PC and console games.CoveragePlaying,spending,and viewing player data.Gamer Overlap,Retention,and Churn between titlesTracking millions of players behavior per platformRevenue and ARPU for 1000+PC and console games in the US and UK Steam Wishlists and ReviewsEasy-to-use dashboard&API accessTake the tourData.Research.Consulting.