newzoo：2017年全球游戲市場預測報告（英文版）（12頁）.pdf

1、Towards The Global Games Market in 2017 A broad look at market growth by screen & region C A S U A L G A M E S S E C T O R R E P O R T  1. Global Globalization of the games market is accelerating as platforms and business models become more aligned across all regions of the world. Free-to-p

2、lay and eSports have moved from East to West, and at the same time, the East is opening up to Western IP and game devices. Mobile gaming has become the truly global playground for developers. 2. China Continued online connectivity and economic growth are increasing Chinas influence on the games mark

3、et in terms of leading companies as well as the consumer market potential. 3. Mobile Tablets and smartphones are quickly becoming a necessity for global consumers, giving mobile games an immediate global mass audience to entertain. Both devices have their own right of existence, doubling the potenti

4、al market size for mobile games in the future.  4. Screens Understanding change on a global as well as local scale requires a consumer- driven viewpoint. Technical segmentation of the market disguises growth factors and gives no hints about the potential size of individual markets in the future

5、.  5. Media Free-to-play business models and the addition of mobile screens as game destinations lower thresholds and allow consumers to spend more time on games. Ultimately this is the only way to get non-paying gamers to start spending and expand the wallet of current paying gamers. In the sa

6、me manner, time spent on game brands through other media will lead to higher game industry revenues in the West. 6. Brands As games branch out to all media and entertain mass audiences, they become more than games but entertainment brands. A quarter of Western gamers play games on all four screens.

7、Consumers are increasingly expecting games and media content related to their favourite games to travel with them across all screens and to be available at all times. Key aspects shaping the 2017 global games market: What will the $100bn Global Games Market look like in 2017? Asia and other growth r

8、egions will take 51% of the global market in 2017. A key driver for growth in mature Western markets is time spent, as games branch out to all media.   Towards The Global Games Market 2017 Casual Games assoCiation 3 GLOBAL MARKET US, Western Europe and Oceania currently account for 51% of the U

9、SD $75.5bn (billion) global games market with Asia, Eastern Europe, LATAM & MEA making up the remaining 49%. Over the next three years, this split will reverse as growth regions, with a Compound Annual Growth Rate (CAGR) of 12.5%, drive global revenues past the USD $100bn mark. Growth in these r

10、egions will be fuelled by increasing internet and smartphone penetration along with increasing wealth. The relatively saturated markets of North America, Western Europe and Oceania will experience more modest growth.  Global Games Market in 2017 global games market 2013 & 2017 global game r

11、evenues per screen *New figures following final analysis of (company) revenue data in Q1 2014 Source: Newzoo 2014 Global Games Market Report & Service 2013 by Screen 2017 by Screen & Segment Currently, 40% of all game revenues are generated on the Computer Screen, making it the most lucrativ

12、e followed by the Entertainment Screen with 31%. By 2017, the PC Screen will continue to dominate, led by MMO games. The Entertainment Screen share will shrink to 24%, with the Personal Screen growing to account for 22% of all revenues. The decline of handhelds will be offset by a growth in tablet g

13、aming, with the Floating Screen taking 14% of revenues in 2017. Source: Newzoo 2014 Global Games Market Report & Service Consoles & Other TV “Entertainment Screen” Tablets & Handhelds “Floating Screen” Smartphones “Personal Screen” MMO, PC & Webgames “Computer Screen” 31% 12% 17% 40%

14、 Total $ 75.5bn 51% $ 38.5bn 49% $ 37.0bn 43% $ 43.8bn 57% $ 59.0bn $ 75.5*bn$ 102.9*bn 20132017 CAGR +3.3% CAGR +12.5% NAM, W-EU, OCEANIAASIA, E-EU, LATAM, MEA CAGR +8.1% TV / Console $24.3bn Handheld Console $2.3bn Tablet $12.9bn Mobile Phone $22.4bn MMO $23.5bn Webgames $9.3bn (Mid)-Core PC Games

15、 $8.2bn 24% 14% 22% 40% 24% 9% 8% 23% 12% 22% Total $ 102.9bn  4 Global Growth Dynamics growth per region and selected segments Source: Newzoo 2014 Global Games Market Report & Service  online connectivity & economic growth  Growth dynamics are different for the mature Western

16、 regions of US, Western Europe and Oceania than in the rest of the world. In Asia, Eastern Europe, Latin America, Middle East and Africa population and economic KPIs drive organic growth. In the mature markets, smartphones and tablets allow gamers to spend more time, a necessity for further growth.

17、As games also branch out to other media, growth will continue at a healthy pace towards 2017.  Source: Newzoo 2014 Global Games Market Report & Service North America Mobile Phone CAGR +15.7% Latin America Tablet CAGR +61.0% Middle East,   Africa & Europe Handheld Console CAGR -22.0

18、% Global 2013-2017 CAGR: 8.9% Total CAGR 3.1% Total CAGR 13.8% Total CAGR 5.0% Total CAGR 12.1%  Towards The Global Games Market in 2017 Casual Games assoCiation 5 Time & Media Expand Potential  more screens leads to more time spent on games  the broader picture: games branching o

19、ut  Source: Newzoo In mature game markets such as North America and Western Europe, where the internet population is almost at its max and the economy is in a recovery phase, an increase in revenues will have to come from current gamers.  To convince more gamers to start spending money and

20、 paying gamers to dedicate a higher share of their leisure budget to games, time spend will become the determining factor. Time spent gaming ultimately represents entertainment value. The arrival of smartphones and tablets as gaming devices has made it easier for gamers to spend more time playing ga

21、mes. The dominance of the free-to-play business model on all screens except the Entertainment Screen, adds to this. The fact that game-related video content and streams are the most popular content on the web shows how games are impacting all media and creating new revenue streams. The explosion of

22、eSports popularity, including huge live events, is another direction in which games are branching out in the West. Through all media, games and game brands reach a mass audience opening up new advertising, licensing and merchandising possibilities. Taking hardware sales into account, the total size

23、of the industry could grow to twice the revenues generated directly by games alone. * As aggregate of UK, GER, FR, NL, BE | Source: 2014 Newzoo Data Explorer, Trend Analysis GLOBAL MARKET Licensing / Merchandise Advertising Hardware TV, Video, Events Game Revenues 2017:$100bn 2017:$200bn? Industry g

24、rowth +39% +43% NAM 24% | 41M Western Europe* 22% | 34M Entertainment Screen Floating Screen Computer Screen Personal Screen Increase in time spent on games 2013 vs 2011 Gamers Playing on All Four Screens 2013  6 Games Become Media Brands use of other digital content amongst gamers US & W-E

25、U eSports viewership and participation amongst gamers Source: 2014 Newzoo Data Explorer Games are one of many forms of digital content that todays gamers can consume. In fact, gamers are more likely than the general population to use all forms of digital content, and these differences are even more

26、apparent when it comes to paying gamers. Music streaming for example is done by 78% of paying gamers, compared to 61% of the general population.  eSports is long established in Asia and is now breaking off this niche and into Western markets. In terms of awareness, engagement and participation,

27、 the West still has some catching up to do. Half of US and Western European gamers are aware of the phenomenon, compared to 75% in Asia and Eastern Europe. An impressive 32% of Asian and Eastern European gamers watch eSports, compared to 13% in the West. This difference is even more pronounced for o

28、nline video which is watched by 49% of the total population and 69% of paying gamers. Both music and videos can be used to enrich the gaming experience, but these differences also extend to non-gaming related digital content, such as eBooks. Source: 2014 Newzoo Data Explorer 61% Music streaming 70%

29、78% Live video streams 34% 40% 50% Online video 49% 59% 69% 43% 43% eBooks 51% 62% Digital News / Magazines / Blogs 75% 79% 86% Total Population All Gamers Paying Gamers US & W-EU Asia & E-EU 0 10 20 30 40 50 Neverheardabout Heard   of   but   dont   watch Have   wat

30、ched   in   past,   dont   anymore Sometimes   watches Regulary   watches Sometimes   participates Regularly   participates 50% 25% 28% 25% 6% 11% 9% 21% 4% 11% 2% 3% 1% 2%  Towards The Global Games Market in 2017 Casual Games assoCiation 7 Game Brands Tr

31、avel Across Screens top 10 most enjoyed aspects* Candy Crush, Minecraft & Call of Duty, show very different patterns when looking at the screens they are most played on. Candy Crush, a typically casual game, is most played on smartphones closely followed by the PC. The TV screen is extremely dom

32、inant for the “core” title CoD (85%) while the PC (36%) and TV (46%) are both popular choices for Minecraft gamers. It seems the PC is the most versatile platform, catering to each game genre.  Not surprisingly, the most enjoyed aspect of Nintendos Sonic title is that its fun and easy while Res

33、ident Evil gamers most enjoy the suspense and violence. Being the hero and the satisfaction of mastering the game are almost equally important to both types of gamers, suggesting these aspects are universal to good gameplay, regardless of game genre. franchises and screens most played on*  *Bas

34、ed on consumers in US, UK, FR, GER | Source: 2014 Newzoo Franchise Profiles GLOBAL MARKET *Based on consumers in US, UK, FR, GER | Source: 2014 Newzoo Franchise Profiles Not based on real life Realism Character development Fun and easy Playable for short periods Role playing Mastering the game Being

35、 the hero Suspense Violence 14% 3% 4% 15% 9% 11%11% 9% 6% 9% 10% 5% 27% 9% 7% 5%5% 8% 12% 8% 37% 0% 20% 43% 9% 84% 7% 0% 36% 46% 13% 5%  8 The growth of gaming on smartphones and tablets continues to exceed all expectations. Final reviews of 2013 mobile revenues were adjusted upwards by analyst

36、s and are widely acknowledged to have surpassed USD $17bn, or 23% of the global games market. In 2017, mobile game spending will surpass USD $35bn or 34% of the total market. Contrary to consoles, but similar to PCs, mobile devices are used on a global scale and seen as a necessity by an increasing

37、share of the global population. The Google Play and iOS appstores demonstrate the global reach of mobile gaming, with countries from all regions of the world coming together in the top-grossing rankings. The number of mobile gamers is expected to increase from 1.33bn in 2013 to 1.82bn in 2017. The f

38、igure to the left shows a growth percentage of 18% for Western mature markets and 42% for Asia, Eastern Europe, MEA and LATAM combined. These rankings are based on revenues generated by the top 1000 games per app store. Mobile: The Truly Global Playground mobile gamers 2013-2017 mobile country ranki

39、ngs march 2014 | year-on-year change  Korea dropped from charts  Thailand new at #18  Notable developments outside of top 10  HongKong climbed 4 places to #12  Switzerland new at #13  Indonesia now in charts at #20  Sweden dropped 3 places to #18 Source: Newzoo 201

40、4 Global Games Market Report & Service Source: 2014 Newzoo / Distimo Monthly Rankings 0 50 100 150 200 250 300 350 400 0 500 1000 1,500 2,000 301M 1,029M 1,463M 355M +18% 20132017 20132017 +42% NAM, W-EU, OCEANIA LATAM, E-EU, MEA, APAC US UK Australia China Japan Canada Germany Russia France Ita

41、ly 1 2 3 4 5 6 7 8 9 10 2 2 1 1 1 4 iPad Japan US China UK Australia Canada France Germany Korea Taiwan 1 2 3 4 5 6 7 8 9 10 1 1 iPhone 2 Japan US Korea Germany Taiwan UK France Russia Australia Canada 1 2 3 4 5 6 7 8 9 10 1 1 1 2 2 new 3 1 Play Store  Towards The Global Games Market in 2017 Ca

42、sual Games assoCiation 9 Mobile Gamer Profiles preferred genres | mobile gamers phone ownership | mobile gamers age and gender | mobile gamers The majority of mobile gamers in both Japan and South Korea are males aged between 21 and 35. In South Korea, males aged 36 to 50 make up the next largest se

43、gment but in Japan it is 21 to 35 year old females. Females make up a slightly higher proportion of Japanese (46%) than South Korean mobile gamers (44%).  Mobile phone brand preferences differ greatly between the Asian countries. 54% of South Korean mobile gamers own a Samsung phone and just 12

44、% own an iPhone while one third of Japanese mobile gamers own an iPhone and just 7% owns a Samsung.  Role Playing games are much more popular with Japanese gamers (31% vs. 17%) while South Korean gamers are more likely to enjoy racing games (22% vs. 14%).  Source: 2014 Newzoo Data Explorer

45、 Source: 2014 Newzoo Data ExplorerSource: 2014 Newzoo Data Explorer GLOBAL MARKET South Korea 13% 23% 20% 12% 18% 14% Japan 14% 26% 15% 13% 22% 11% Puzzles /3-in-a-row Mahjong Sports Role Playing Simulation Racing 14% 22% 26% 20% 31% 17% 10% 16% 7% 1% 28% 24% JapanSouth Korea  10 Chinese Games

46、Market Growth chinese games market growth | 2008-2013 chinese payers per segment* *Based on active gamers aged 10-50 Source: 2014 Newzoo Data Explorer The Chinese games market has shown considerable growth over the past number of years. Between 2008 and 2013, revenues more than quadrupled to reach R

47、MB 83.2bn (USD $13.2bn). Between 2012 and 2013, there was 38% year-on-year growth, according to GPC.  Looking at the % of payers per segment, mobile and MMO score the highest for both male and female payers. Of Chinese mobile players, 56% of men and 48% of women pay and this is 55% and 42% for

48、MMOs. Chinese boxed PC/mac gamers are the least likely to pay, with 33% of men and 25% of women doing so. This is likely due to the popularity of free, unofficial versions of Western PC titles. Domestically-developed games accounted for RMB 47.7bn (USD $7.9bn) of these revenues, representing 57% of

49、the market and a 29.5% year-on-year increase. RMB and USD $ revenue in billions. Source: GPC China Games Market Report, December 2013 Downloaded PC/Mac Boxed PC/Mac Console MMO Mobile Casual / Social 47% 39% 56% 48% 55% 42% 44% 34% 33% 25% 39% 32% MaleFemale RMB 83.2 ($13.8)  Towards The Global

50、 Games Market in 2017 Casual Games assoCiation 11 China Insights major android app stores in China downloads in China on A Source: Newzoo 2014 Introduction to the Chinese Games Market Due to strict censorship rules combined with serious piracy issues, there are very few Western companies that publis

51、h Chinese versions of their games. Nevertheless, Western single player titles are hugely popular among Chinese gamers and are readily available to download for free from various websites. In total, there are 7,231 single player games available for free download on A, with the vast majority comprising of foreign sin