Newzoo：2019全球游戲市場報告（英文版）(18頁).pdf

1、games Global market report 2019 FREE VERSION Methodology Market sizing now, it is the worlds largest games-related consumer research program. The player and payer ratios resulting from our consumer research are projected against the online population, using UN population and ITU internet penetration

2、 metrics. The logic behind the model is that the online population is an important driver of the number of potential gamers and an indicator of how much more struc- tural growth a country can expect in its potential gamer population. The differences between the player and payer numbers in the Global

3、 Games Market Report and our Consumer Insights stem from the use of age boundaries and the core city approach; that is, including only Tier 1 and 2 cities in Asia and the Middle East. In the Global Games Market Report, the total population is considered, while our Consumer Insights use the populatio

4、n aged between 10 and 50 or 65 years to best rep- resent the online urban population in most countries. The revenue data comes from our predictive games market model, which uses a top- down approach to market sizing. We incorporate macroeconomic and census data from the IMF and UN, such as household

5、 income and GDP per capita, transactional and app store revenue data from our data partner Priori Data, our primary consumer research, detailed financial information reported by more than 100 public companies, and third-party research. We also receive valuable input from clients. METHODOLOGY SIZING

6、THE MARKET WITH A VARIETY OF DATA Newzoo aims to provide clients with the best possible assessment of the size of the overall games market, broken down into segments and regions. By developing many data points, we ensure that our numbers make sense on a segment, regional, and individual country/mark

7、et level. Below, we describe our approach in more detail to help clients understand what underpins our forecasts, facilitating comparisons with other data sources. NEWZOO 2019 GET THE FULL REPORT: NEWZOO.COM/GLOBAL-GAMES-MARKET-REPORT 2019 Newzoo METHODOLOGY physical and digital full-game copies, in

8、-game spending, and subscription services like PlayStation Plus and Xbox Game Pass. Mobile revenues include paid downloads and in-game spending on all stores, including third-party stores, and from direct downloads. Our revenue numbers exclude taxes, consumer-to-consumer second- hand trade, advertis

9、ing revenues earned in and around games, (peripheral) hardware, business-to-business services, and the traditionally regulated online gambling and betting industry (e.g., BWIN and William Hill). In terms of countries and regions, we define the market size as the amount com- panies generate from cons

10、umers in that specific territory, as opposed to the amount companies based in a particular territory generate worldwide. The broader conceptual framework supporting our forecasts consists of the expected growth of the online population plus the expected development of the key market indicators per r

11、egion, as illustrated on the right. Overall, our forecasts are always the outcome of an iterative process, reviewing the implications of our assumptions on a very granular level. During this process, we rely on quantifiable metrics, such as his- torical growth rates, and include hard-to-quantify met

12、rics, such as (gaming) culture, spending behavior, and other societal factors. GLOBAL FINANCIAL COMPANY ANALYSIS Game revenues of public and non-public companies POPULATION for example, via a game subscription service or a season/battle pass. Smartphone games: Games played on smartphones. Online pop

13、ulation: All people within a country/market or region who have access to the internet via a computer or mobile device. Payers or paying gamers: All people who have spent money to play games on a PC, console, or mobile device. Pay-to-play (P2P) games: Games that must be paid for upfront or are paid s

14、ubscription- based games. Peripherals: Gaming-related hardware products that are used for gaming, such as gaming mice, keyboards, headsets, controllers, or monitors. Players or gamers: All people who play (digital) games on a PC, console, or mobile device. Spend per payer: Annual average revenue gen

15、erated per payer (game revenues/payers). Tablet games: Games played on a tablet (e.g., iPad). Virtual reality (VR): The computer-generated simulation of a three-dimensional image or environment that can be interacted with in a seemingly real or physical way by a person using special electronic equip

16、ment, such as a headset with a screen inside or gloves fitted with sensors. Augmented reality (AR): A technology that supplements real-life views of users with computer-generated sensory input as images or sounds. Boxed revenues: Revenues generated by the sales of games or game-related content deliv

17、ered on physical storage media (i.e., discs or cartridges). Also includes physical copies ordered in online stores. Browser PC games: Games played on casual game websites or social networks. Cloud gaming: Also referred to as gaming on demand, cloud gaming is the ability to play a game on any device

18、without owning the physical hardware required to process it or needing a local copy of the game itself. Compound annual growth rate (CAGR): The constant growth rate over a period of years. In this report, all CAGRs are based on the years 2018-2022. Console games: Games played on a TV screen directly

19、 or through a console, such as Xbox, PlayStation, and Nintendo, or on handheld devices, such as a Nintendo DS or PS Vita. Digital revenues: Revenues generated by the sales of games or game-related content purchased directly from an online store, without a physical product being delivered. Digital re

20、venues include in-game purchases, subscription revenues, and any additional downloadable content (DLC). Downloaded/Boxed PC games: PC games downloaded from websites or services (e.g., Steam or Epic Games Store) or purchased as a boxed product (CD/DVD), including client MMO and MOBA games. Esports: C

21、ompetitive gaming at a professional level and in an organized format (a tournament or league) with a specific goal (i.e., winning a champion title or prize money) and a clear distinction between players and teams that are competing against each other. Free-to-play (F2P) games: Games that are (legall

22、y) free to download and play, often offering in-game spending opportunities. Game enthusiasts: All people who engage with games through playing, viewing gaming content, and/or hardware or peripheral ownership. TERMINOLOGY DEFINITION OF MAIN TERMS NEWZOO 2019 GET THE FULL REPORT: NEWZOO.COM/GLOBAL-GA

23、MES-MARKET-REPORT 2019 NewzooGLOBAL GAMES MARKET REPORT 201911 THE GLOBAL GAMES MARKET 2. THE GLOBAL GAMES MARKET Mobile gaming (smartphone and tablet) remains the largest segment in 2019, producing revenues of $68.5 billion45% of the global games market. Of all mobile game revenues, 80%, or $54.9 b

24、illion, will come from smartphone games, with tablet gaming accounting for the remaining $13.6 billion. Growth in mobile game revenues will continue to outpace growth on PC in the coming years, resulting in a shrinking PC market share toward 2022. Mobile will also outpace consoles revenue growth; st

25、ill, consoles market share will remain relatively static. On PC, browser game revenues will continue to decrease as more gamers switch to mobile games. In 2019, revenues will decrease by -15.1% year on year. Competitive play will continue to drive downloaded/boxed PC games, which will generate $32.2

26、 billion in 2019. The current console generation is coming to an end, meaning the installed base for the Xbox One and PlayStation 4 is at its highest. The Nintendo Switch also continues to be successful, which will be bolstered by the upcoming new models. These factors, coupled with the continued sh

27、ift toward the games-as-a-service business model, will drive 2019s console games revenues to $47.9 billion, growing at +13.4% year on year. Markets in the Asia-Pacific region will generate $72.2 billion in 2019, up +7.6% year on year, accounting for 47% of total global game revenues. For the first t

28、ime since 2015, the U.S. will be the largest gaming market by revenues globally with $36.9 billion this year. Driven by growth in console game revenues, it will overtake China for the #1 position. In 2019, the global games market will generate revenues of $152.1 billion, a +9.6% year- on-year increa

29、se. The following section provides an overview of how these revenues are divided per region and segment, and how they will develop toward 2022. THE GLOBAL GAMES MARKET 2019 AN OVERVIEW PER REGION AND SEGMENT NEWZOO 2019 GET THE FULL REPORT: NEWZOO.COM/GLOBAL-GAMES-MARKET-REPORT NOTE: REVENUE ESTIMAT

30、ES ARE FROM JUNE 2019. WE REVIEW THESE QUARTERLY AND UPDATE THEM IF NEEDED: 2019 Newzoo12GLOBAL GAMES MARKET REPORT 201913 THE GLOBAL GAMES MARKETTHE GLOBAL GAMES MARKET KEY DEVELOPMENTS TOWARD 2022 This year, the Asia-Pacific (APAC) region will produce game revenues of $72.2 billion, accounting for

31、 47% of total global game revenues. This represents year-on-year growth of +7.6%. Chinas licensing freeze has had a huge impact on the regions revenue growth. Measures aiming to reduce the screen time of those under the age of 16 will also affect revenues in China. The licensing freeze impacts the m

32、obile games market, APACs largest segment by far, more than other segments, as it is more dependent on a steady stream of new titles. North America will, once more, be the second-largest region (by game revenues), taking more than a quarter (26%) of 2019s total global games market with $39.6 billion

33、. This represents a +11.7% increase from last year, the fastest year-on-year growth rate of any region. Game revenue growth in the Europe, Middle East, and Africa region (EMEA) will be slightly lower than North Americas. With a year-on-year growth of +11.5%, EMEA will gen- erate revenues of $34.7 bi

34、llion this year, representing 23% of the total global games market. Meanwhile, Latin America will make up 4% of the games market, growing +11.1% year on year to $5.6 billion. By 2022, the global games market will grow to $196.0 billion with a CAGR (2018-2022) of +9.0%. Owing to the licensing freeze

35、that heavily impacted China, Asia-Pacific is no longer the fastest-growing region. Driven by improving infrastructure and an increased appetite for games and esports, Latin America is now the fastest- growing games market in the world (based on the four regions illustrated on the right), boasting a

36、CAGR of +10.4%. Mobile gaming (smartphone and tablet combined) will produce revenues of $95.4 billion in 2022, growing with a CAGR of +11.3% to account for almost half (49%) of the entire games market. Revenues and growth will be driven predominantly by smartphones, with revenues of $79.7 billion by

37、 2022 (a CAGR of +12.8%). Tablet will account for the remaining $15.7 billion. Emerging markets will contribute most to the segments growth. However, a range of other factors will also contribute, including more cross-platform titles, more smartphone users, and improvements in hardware and infrastru

38、cture. Revenues generated by the console segment will reach $61.1 billion in 2022, increasing with a healthy CAGR of +9.7%. Revenues will be boosted both by the imminent release of the next-generation Xbox and PlayStation consoles, the upcoming new Switch model(s), as well as the massive installed b

39、ase of the previous (now current) console generation. Game revenues for PC will grow at a slower pace than mobile and console revenues. Nevertheless, the overall PC gaming market will grow with a CAGR of +3.5% to total $39.5 billion by 2022. The ongoing consumer shift from browser PC games to downlo

40、aded/boxed PC games will reduce the browser segments revenues by almost half from 2018 to 2022. Downloaded/boxed PC games will grow with a CAGR of +5.4%, generating $37.3 billion by 2022. 2019 GLOBAL GAMES MARKET PER REGION 4% 47% 26% 23% 2019 TOTAL $152.1Bn +9.6% YoY EUROPE,MIDDLE EAST, AND AFRICA

41、$34.7Bn +11.5% YoY $5.6Bn +11.1% YoY LATIN AMERICA NORTH AMERICA $39.6Bn +11.7% YoY ASIA-PACIFIC $72.2Bn +7.6% YoY NEWZOO 2019 GET THE FULL REPORT: NEWZOO.COM/GLOBAL-GAMES-MARKET-REPORT 2019 Newzoo14GLOBAL GAMES MARKET REPORT 201915 THE GLOBAL GAMES MARKETTHE GLOBAL GAMES MARKET In 2019, mobile will

42、 again be the largest segment, generating revenues of $68.5 billion and comprising 45% of the global games market. Of global mobile game revenues, 80%, or $54.9 billion, will come from smartphone games, with tablet gaming accounting for the remain- ing $13.6 billion. Across the board, the games mark

43、et is in a healthy state, with every segment showing growth. Console is the second-largest segment, boasting revenues of $47.9 billion. It will grow to $61.1 billion by 2022 with a CAGR (2018-2022) of +9.7%. In total, PC games will gener- ate $35.7 billion in 2019, making it the third-largest segmen

44、t. Growth in downloaded/boxed PC games is partially offset by declining browser PC revenues, as browser gamers have mostly transitioned to mobile. Browser PC revenues will continue to decline from $3.5 billion this year to $2.2 billion in 2022, a CAGR (2018-2022) of -14.7%. REGIONAL BREAKDOWN OF GLO

45、BAL GAME REVENUES TOWARD 2022 $138.7Bn 22% 4% 26% 48% 2018 $152.1Bn 47% 26% 4% 23% 2019 $164.6Bn 48% 26% 4% 22% 2020 $178.2Bn 48% 26% 4% 22% 2021 $196.0Bn 48% 26% 4% 22% 2022 EUROPE, MIDDLE EAST for example, Nintendo has traditionally ported its older titles to its handheld consoles, such as the Gam

46、e Boy (Color/Advance), and to console via its Virtual Console and now Nintendo eShop. In the previous console generation (Xbox 360 and PlayStation 3), HD remasters were a possibility. Many publishers realized that consumers are willing to repurchase older titles at a discounted rate for upscaled or

47、slightly updated visuals. However, the current console generation has seen publishers moving away from rereleases and remasters toward outright, from-the-ground-up remakes, released at premium price points. Two beloved PlayStation platformer franchises from the 90s, Crash Bandicoot and Spyro the Dra

48、gon, have seen major success here. Activision now owns the rights to these IPs and remade the first three main games from both fran- chises in two trilogy collections: the Crash Bandicoot N. Sane Trilogy and the Spyro Reignited Trilogy, respectively. Similar remakes include 2018s Shadow of the Colos

49、sus and Ratchet watching esports and game video content is an equally important part of the puzzle. Hardware and peripheral ownership is, in many cases, another vital component for many game enthusiasts. These new dimensions of gaming demand a new segmentation that captures all its unique, passionate fans. Personas like casual gamers and hardcore gamers dont cut it anymore, only accounting for a fraction of gamers. The old way of segmenting