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Games Research Brasil 2015(English Version)

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

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Games Research Brasil 2015(English Version)

  1. 1. 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
  2. 2. 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
  3. 3. 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.
  4. 4. PARTNERS
  5. 5. THANKS TO
  6. 6. 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
  7. 7. 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%
  8. 8. GAMER PROFILE
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. GAMER PROFILE Favorite Platform Smartphone 32% Tablet 7% Computer 28.9% Videogame (console) 31.1% VIDEOGAME AND SMARTPHONE SHARING LEADERSHIP PAGE 15
  15. 15. MOBILE: SMARTPHONE
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. SMARTPHONE Who plays in Social Networks? in 2015 47.1% in 2013 71% PAGE 22
  22. 22. SMARTPHONE How consume apps? 74.5% do game downloads 33.5% download games weekly PAGE 23
  23. 23. SMARTPHONE How consume apps? 75% only download free games 57.3% don’t pay since always have other free options PAGE 24
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. 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%
  28. 28. 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
  29. 29. MOBILE: TABLET
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. VIDEOGAMES
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. VIDEOGAME Games Full Localized (Portuguese) 72.3% already bought a game full-loc 53.2% considered localization process good or excellent PAGE 41
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. COMPUTER
  45. 45. 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
  46. 46. 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
  47. 47. 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
  48. 48. COMPUTER Channel Information INTERNET FRIENDS SOCIAL NETWORK YOUTUBE STEAM 59.9% 15.5% 11.7% 10.1% 1.4% OTHER 1.4% PAGE 49
  49. 49. 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
  50. 50. 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
  51. 51. 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
  52. 52. PARENTS, KIDS & GAMES
  53. 53. 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
  54. 54. Parents, Kids and Games playing games with their kids 82.1% of their kids playing digital games jogos= 90.6% PAGE 55
  55. 55. 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
  56. 56. 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
  57. 57. MAIN CONCLUSIONS
  58. 58. 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
  59. 59. 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
  60. 60. 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
  61. 61. 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
  62. 62. 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
  63. 63. 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
  64. 64. Thanks, Guilherme Camargo gcamargo@sioux.com.br Lucas Pestalozzi lucas.pestalozzi@yourblended.com.br

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