This is the research that I make with Sioux (Guilherme Camargo) Blend (Lucas Pestalozzi) and me (ACIGAMES) that talk about brazilian games marketing in 2015 this research is for: - Mobile - Consoles (fisical games) - MMos - Behavior

2. Pesquisa Game Brasil 2015 is the new wave research focused on Brazilian gamer profile. In 2013, a first overview of the
segment has been designed in partnership with ESPM bringing new insights of consumer behaviour from mobile segment.
For this new research new segments has been added, not only mobile (smartphones and tablets) but consoles, computers and
new kinds of behaviour, such as relationship from parents, kids and games.
INTRODUCTION

3. Sioux was born within the gamer DNA.
Play games is part of our routine as well plan, create, develop
and promote it for 13 years.
From the draft idea until the launch, everything is done at
“home”. Our technology team breathe Gamification even
before this concept became popular. We work with games and
systems in an integrated way in order to reach initial goals
and results by project.
The relationship with our customers is like a blockbuster game
title: loyalty and trustful. So… press the START and let the rest
with us!
www.sioux.com.br

4. It is a market research company formed by innovative
professionals at a senior level.
Innovation for Blend is about simplicity. It is about
finding opportunities that are aligned to the timming
and culture of each company.
Blend thinks on people, not projects. Understanding
the vision and goals of each client is critical to "mix"
the knowledge of both sides and thus maximize
growth opportunities.

5. PARTNERS

6. THANKS TO

7. METHODOLOGY
QUIZ
QUANTITATIVE
STRUCTURE
The methodology aims to achieve higher quality of
information and depth of responses.
The panel also allows project partners to interact
again, anytime, with the respondents, in order to gain
deeper analysis.
Among the panelists, representative of the online
population in Brazil, the study got participation of
909 respondents, 14-84 years, been held from 5 to
January 23.ONLINE PANEL

8. RESEARCH TARGET
The study was conducted within online population
from all around Brazil, according to the map, and
proportional to the regional online stage from each
state.
37.7%
5.7%
5.7%
5.4%
1%
1.3%
9%
3.5%
1.1%
0.1%
0.8%
0.3% 3.3%
0.4%
0.2%
0.7%
2.2%
9.2%
1.8%
0.4%
0.7%
1.7%
3.5%
1.1%
0.2%
Research Brazil
A Class - 6%
B Class - 24%
C Class - 40%
D Class - 27%
E Class - 3%
A Class - 5%
B Class - 24%
C Class - 43%
D Class - 25%
E Class - 3%

9. GAMER PROFILE

10. GAMER PROFILE
What are your favorite types of entertainment?
96.3% 93.4% 92.9% 92.7% 86.7%
Going out with
Friends
Go to theater/
cinema
Social media
access
Play games
(digital)
Sports
PAGE
10

11. GAMER PROFILE
From people that play any type of electronic / digital game
52.9%
are men
(in 2013, 59%)
47.1%
are women
(in 2013, 41%)
PAGE
11
Age: 25 to 34 years (41.1%)
Increase of
WOMEN
in the
segment

12. GAMER PROFILE
In with game platform are you playing?
78.6% from Brazilians play in more than one platform. Smart TV is mentioned by 6.1%.
85%
71.3% 73%
82.8%
2013 2015 2013 2015
31%
37.4%
66%
56.2%
2013 2015 2013 2015
Computer TABLETSMARTPHONE VIDEOGAME
PAGE
12
Smartphone
and Tablet:
GROWTH

13. GAMER PROFILE
Where do you play?
55.7% at home
49.9% at friend’s home
15.4% at lan house
63.6% at lan house
61.7% at home
28.7% at work
27.6% at friend’s home
86.2% in transit
73.6% at work
56.2% at home
42.3% at friend’s home
59.8% at home
20.9% at friend’s home
20.1% in transit
15.4% at work
VIDEOGAME SMARTPHONECOMPUTER TABLET
PAGE
13

14. GAMER PROFILE
Although category massive popularity, only 9.3% considers
themselves “real gamer”
9.3%
consider
themselves
“gamers”
93.5%
play games as
casual
entertainment
PAGE
14

15. GAMER PROFILE
Favorite Platform
Smartphone
32%
Tablet
7%
Computer
28.9%
Videogame
(console)
31.1%
VIDEOGAME AND
SMARTPHONE
SHARING
LEADERSHIP
PAGE
15

16. MOBILE: SMARTPHONE

17. SMARTPHONE
Internet Access
Only wi-fi
21.9%
No, my phone don’t
have internet access
2.3%
3G and 4G
75.8%
77% used 3G in 2013
PAGE
17

18. SMARTPHONE
What do you use in your smartphone ?
SOCIAL
NETWORK GAMES LISTEN MUSIC WATCH VIDEOS APPS
DOWNLOAD
WORK
2013 2015 2013 2015 2013 2015 2013 2015
84% 88.8%
81%
91.9%
81% 84.6%
63%
85.5%
56%
87.3%
52%
66.4%
2013 2015 2013 2015
SMARTPHONE GROWTH ACCELERATED
APPS DOWNLOAD AND VIDEO
STREAMING COMPARED TO 2013
PAGE
18

19. SMARTPHONE
What do you use in your smartphone?
New questions added on the research
96.4%
photos
93%
Instant
Messaging
(Whatsapp,
Viber,…)
77.5%
send SMS text
messages
and
82.4%
use street map
apps (Waze,
Google Maps,…)
THE SMARTPHONE USAGE FOR
PHOTOS AND INSTANT MESSAGES IS
A BASIC NEED AMONG USERS.
PAGE
19

20. SMARTPHONE
What type of apps do you download?
78.1%
58%
45.8% 45.1%
29.4% 24.6% 23.9%
9% 8.7%
ENTERTAINMENTGAMES PHOTOS
PRODUCTIVITY
(WORK)
COMMUNICATION HEALTH FINANCE OTHER DON’T DO
DOWNLOADS
PAGE
20

21. SMARTPHONE
Channel Information
WHERE LOOK FOR NEWS?
INTERNET MARKETPLACE FRIENDS SOCIAL NETWORK OTHER
60.8%
38.1% 37.3%
26.5%
2.3%
PAGE
21

22. SMARTPHONE
Who plays in Social Networks?
in 2015
47.1%
in 2013
71%
PAGE
22

23. SMARTPHONE
How consume apps?
74.5%
do game
downloads
33.5%
download
games
weekly
PAGE
23

24. SMARTPHONE
How consume apps?
75%
only download
free games
57.3%
don’t pay since
always have other
free options
PAGE
24

25. SMARTPHONE
Average month spent
PAGE
25
Até R$ 10.00
De R$ 11.00 to R$ 20.00
De R$ 21.00 to R$ 30.00
De R$ 31.00 to R$ 40.00
De R$ 41.00 to R$ 50.00
De R$ 51.00 to R$ 60.00
41.5%
19.7%
10.4%
6.6%
7.1%
3.3%
MÉDIA
DE GASTO/MÊS:
R$ 29.12
11.5%Over R$ 60.00

26. SMARTPHONE
Opinion from payers
32.4%
buy paid games
because of
quality (better than
free options)
30.8%
don’t like ads
in games
31.9%
it worth
experience
PAGE
26

27. SMARTPHONE
About Advs
DO YOU ACCEPT ADVERTISEMENT IN A
FREE DOWNLOAD GAME?
Yes
66.4%
No
33.6%
DO THE ADS DISTURB THE GAME?
No
35.6%
Yes
64.4%
in 2013, 77% agreed in 2013, 62% agreed
PAGE
27

28. SMARTPHONE
Operational System
Android
75.2%
iOS
11.1%
Windows
Phone
7%
I don’t know
5.8%
Others
1%
20152013
Android
70%
iOS
6%
Windows
Phone
9%
ABSOLUTE
LEADERSHIP
FROM
ANDROID
PAGE
28
Others/I don’t know
15%

29. SMARTPHONE
Brands Connected
Samsung
33.2%
Apple
33.6%
Motorola
13.6%
LG
4.7%
Nokia
11.1%
Sony
2.7%
Samsung
47%
Motorola
3%
Nokia
10%
Blackberry
2%
Apple
36%
20152013
SAMSUNG AND
APPLE SHARING
CONSUMER
PREFERENCE
GROWTH OF
MOTOROLA IN
10POINTS
PAGE
29

30. MOBILE: TABLET

31. TABLET
Internet Access
Only wi-fi
57.4%
No, i don’t have internet
access in my tablet
0.8%
3G and 4G
41.8%
PAGE
31

32. TABLET
What do you do in your tablet?
96%
90.8% 90.3% 89.6%
72.3% 67.9%
58.7% 57.4%
WORK
SOCIAL
NETWORK
GAMES LISTEN MUSICWATCH VIDEOS
APPS
DOWNLOAD
MAPSPHOTO
PAGE
32

33. 91.2%
ENTERTAINMENTGAMES PHOTO
PRODUCTIVITY
(WORK)
COMMUNICATION HEALTH FINANCE OTHER
DON’T DO
DOWNLOADS
TABLET
What type of apps do you download?
59.6%
43.2%
36.8%
30.4%
24% 22%
5.2% 3.6%
38.4%
download games
weekly
PAGE
33

34. Android
78.8%
iOS
16.4%
Windows 8
1.6%
I don’t know
3.2%
20152013
Android
71%
iOS
18%
Windows 8
7%
TABLET
Operational System
ANDROID
IS ALSO THE
LEAD IN THE
TABLET
SEGMENT
PAGE
34

35. Apple
51.4%
Samsung
35.7%
Nokia
1.6%
LG
2%
Motorola
3.2%
TABLET
Brands Connected
Other
6%
ALTHOUGH
ANDROID LEADERSHIP,
APPLE BRAND HAS
MORE RELEVANCE TO
CONSUMER DESIRE
PAGE
35

36. VIDEOGAMES

37. VIDEOGAME
What are the videogames that you have?
XBOX 360 PLAYSTATION 2
42.9%
38.9%
30.3%
10.4% 9.8%
7% 6.4%
2.2%
PLAYSTATION 3 PLAYSTATION 4 WII XBOX ONE OTHER WII U
BRAZILIAN
GAMERS HAS MORE
THAN ONE VIDEOGAME
AT HOME.
FIERCE COMPETITION FOR
THE 8TH GENERATION
LEADERSHIP (PS4 AND
XBOXONE).
PAGE
37

38. VIDEOGAME
Preferred Videogame
XBOX 360 PLAYSTATION 3
42.9%
27.5%
18.5%
15.1% 14.6%
5%
2.5% 1.7%
PLAYSTATION 4 XBOX ONE PLAYSTATION 2 WII OTHER WII U
PAGE
38

39. VIDEOGAME
Console Purchase
OFFICIAL RETAIL
RESELLERS
(ON OR OFF LINE)
63.9%
GREY MARKET
(NO WARRANT)
17.1%
INTERNATIONAL
TRIP
14%
OTHER
5%
WHERE DID YOU BUY YOUR CONSOLE? 71.2%
bought in the official
retail market because
of the product
warrant
98%
bought outside
Brazil because of
the price
PAGE
39

40. VIDEOGAME
Games Purchase
RETAIL STORES
(OFFLINE)
52.7%
33.3%
7.6%
3.4%
WHERE DO YOU OFTEN BUY YOUR GAMES? 45.7%
buy used games
77.9%
buy used game
because of
attractive price
3.1%
E-TAILERS
CONSOLE
MARKETPLACE
(XBOX LIVE,
PLAYSTATION STORE, WII)
INTERNATIONAL
WEBSITES
OTHER
PAGE
40

41. VIDEOGAME
Games Full Localized (Portuguese)
72.3%
already bought a
game full-loc
53.2%
considered
localization
process good or
excellent
PAGE
41

42. VIDEOGAME
Preferred type of game
Racing
13.5%
Soccer
17.4%
Other
3.6%
Dance
5.9%
Action/Shooter
32.8%
Adventure
26.9%
PAGE
42

43. VIDEOGAME
Best 2014 Brazilian Game Launch
(price, availability, localization process and gameplay experience)
FIFA 2015
23.9%
GTA V
30.1%1º 2º
PAGE
43

44. VIDEOGAME
Preferred Brand
Sony
(Playstation)
53.4%
Microsoft
(Xbox)
43.5%
Nintendo
(Wii)
3.1%
ALTHOUGH
XBOX 360
LEADERSHIP IN THE
PLATFORM PREFERENCE,
PLAYSTATION BRAND
HAS MORE GAME
FANS IN THE
SEGMENT.
PAGE
44

45. COMPUTER

46. COMPUTER
What is your computer operation system?
WINDOWS
7
WINDOWS
8
WINDOWS
XP
WINDOWS
VISTA
OS X
(APPLE)
OTHER LINUX
44.2%
33.9%
16.4%
2% 1.8% 1.1% 0.7%
PAGE
46

47. COMPUTER
Notebook X Desktop
PAGE
47
Play in both
12.2%
Play only on Desktop
27.7% Play only on Notebook
60.1%
90.6%
play games using
one single
monitor

48. COMPUTER
Main Advantages
25.8%
I can customized
my computer
20.6%
My favorite
games are available
in this platform
16.8%
Lower game
prices
PAGE
48

49. COMPUTER
Channel Information
INTERNET FRIENDS SOCIAL NETWORK YOUTUBE STEAM
59.9%
15.5%
11.7% 10.1%
1.4%
OTHER
1.4%
PAGE
49

50. COMPUTER
Where do you buy games?
Retail Online
40.1%
Other
7.6%
Retail Offline
34.1%
STEAM
7%
Micro-transaction
in game
11.2%
PAGE
50

51. COMPUTER
Playing with friends
66.7%
plays with
friends online
27.3%
promote game
championship
at home
54.6%
play together
with friends at
home
PAGE
51

52. COMPUTER
What influences more your gaming performance in the computer?
GPU PROCESSOR MEMORY INTERNET MOUSE/KEYBOARD OTHER
40.4% 38.6%
11.2%
7.6%
1.4% 0.9%
PAGE
52

53. PARENTS, KIDS & GAMES

54. Age group of respondents’ sons
UP TO 5 YEARS OLD
32.5%
UP TO 10 YEARS OLD
30.3%
UP TO 15 YEARS OLD
27.3%
UP TO 20 YEARS OLD
17.8%
OVER 20 YEARS OLD
11.5%
PAGE
54

55. Parents, Kids and Games
playing games
with their kids
82.1%
of their kids playing
digital games
jogos=
90.6%
PAGE
55

56. 6% indifferent
71.2%
like that kids play with
restrictions
What is your opinion related with you kid(s) playing games?
16.3% totally favorable
6.6% don’t like, but allows
0% totally against
PAGE
56

57. Type of game
61.8%
Schedule control
35.1%
Parents control – Games
Time control
48.9%
With whom are they
playing
21.9%
Do not control
14.4%
PAGE
57

58. MAIN CONCLUSIONS

59. Brazilian Gamers are multi-platform players - 78.6% play in more than one
device. Smartphone is the most popular one, overpassing computer (which was
the leader in 2013).
Smartphone mobility is the key leadership factor - 80% of players uses during
traffic movement.
Smart TVs appears also as a new game platform option.
Women represent 47% of total gamers in the country.
Although all game category popularity, a few players considered themselves
“real gamers” (9%). Play games is one more casual entertainment option
for most of people researched.
MAIN CONCLUSIONS
Perfil
PAGE
59

60. Game is the top category download – 35% of the responses do it
weekly.
A Purchase barrier is the most challenging issue for developers since 75%
of people only downloads free games (main reason for that is the
huge amount of free options that fits their needs).
From the players that pay for games, 41% spend R$ 10.00 per month.
MAIN CONCLUSIONS
Smartphones and Tablets
PAGE
60

61. Each gamer from this category has more than one console in their homes. Although
videogame has the third category position in penetration, it is the top preference
platform drawing with smartphone.
Xbox 360 is the most popular videogame with 43% (overpassing PS2 – 39%).
The leadership for the new console generation starts as a fierce competition with
PS4 (10%) and Xbox One (7%).
Official retailers represent 60% of videogame category sales, overpassing the grey
market – which was the main channel for many years. Warranty and product localization
are the main factors for this change.
MAIN CONCLUSIONS
Videogame
PAGE
61

62. Windows 7 is the most popular operation system with 44.2%.
Players use notebook more than desktop, representing 68%.
Most of the players use only one single monitor to play.
The main advantage of playing in computer is the possibility of
customize your machine (26%).
Online retailers represents 40% of category purchase, follow
by traditional retail (34%).
MAIN CONCLUSIONS
Computers and Notebooks
PAGE
62

63. 82% of parents and sons play games together.
Gamers (from the 80’s) assemble families and game culture become a natural
thing in their kid’s environment – no stigma from their parents’ generation.
Time, Schedule and with whom kids are playing are the major concerns of
parents.
PAGE
63
MAIN CONCLUSIONS
Parents, Kids and Games

64. Games can and should be considered advertising and
communication plataforms for the majority of brands/
products since there is a little restriction on the acceptance
of this type of entertainment.
Advertising in game (for mobile) is accepted by gamers
in exchange of free games if performance and interaction
are not full compromised.
For developers, the challenge is to find an ideal business
model for monetizing their games and get highlighted
in the desired category.
MAIN CONCLUSIONS
Wrap up
PAGE
64

65. Thanks,
Guilherme Camargo
gcamargo@sioux.com.br
Lucas Pestalozzi
lucas.pestalozzi@yourblended.com.br