GameByte 2015

1. Digital Kids San Francisco
Sept. 2015
Michael Cai, Interpret LLC

2. Consumer Tracker Sampling Methodology
2
Respondent
Requirements
Survey
Modules
Survey Conducted February to March 2015
Respondents

3. Research Coverage
3
Download
Portable
Games
Connected
Consoles
Online
Casual
Gaming
Download
PC Games
(Steam, etc.)
Social
Network
Gaming
Sub-based
MMO
F2P
MMO
Virtual
Worlds
Smart
Phone Apps
iPad and
Tablet
Gamer
Physical
Media

4. Agenda
• Entertainment Wallet Share
• Device Timeshare
• Brand Mindshare
• Gaming Motivations
• Top Mobile Genres/Titles
• Mobile Gaming/Spending Behavior/Attitudes
• Console Gaming
4

5. Entertainment Walletshare
5
S18a Please indicate how much money you spent for your children 6-12 on each of the following in the past 6 months.
$142.57
$97.57
$59.75
$43.52
$36.18
$34.00
$32.88
$13.38
Six Month Kids Walletshare
N=400 Parents of Kid Gamers 6-12
Video games
Toys
Electronic entertainment devices
Movies in theaters
Books
Entertainment branded
merch excluding toys or books
Movies/TV shows at home
Music
Total Average Spend On
Entertainment In The Past Six
Months:
$460
(recall period includes holiday season)
32% of parents spend an average of $34 on game-related merchandise.

6. Device Timeshare
6
S5b And of the hours your children 6-12 spend playing videogames during a typical week on devices you own, how many hours are spent playing videogames on each of the game systems you own?
Average Weekly Gaming Hours
N=400 Total Gamers 6-12
10.97
Timeshare Across Devices
N=400 Total Gamers 6-12

7. Top of Mind Play Brands And Games
7
G0 When you think about playing in general, what three brands come to mind right away? G1 When you think about games you play online, what three games come to mind?
Play Brands
N=400 Total Gamers 6-12
(New question in Wave 4)
Games
N=400 Total Gamers 6-12
Angry Birds
Candy Crush
Minecraft
Farmville
Call of Duty
Bejeweled
Club Penguin
Mario
Blue Text= Wave 3 Data
Wave 4 Wave 4

8. Reasons to Play
8
G13 Kids like video games for different reasons. Now please think about why you like video games and rate the importance of each of the following reasons to you.
2%
4%
5%
3%
6%
7%
7%
6%
7%
10%
7%
8%
1%
4%
4%
3%
5%
3%
3%
3%
6%
6%
6%
8%
Somewhat Unimportant
Not Important At All
Fun
Create things
Explore a new world
Improve at something
Play with my friends
Learn new things
Play as familiar character
from books and movies
Solve puzzles
Play games with my parents
Feel I’m part of a story
Compete with other players
Share things that
I created or earned with friends
19%
30%
31%
35%
27%
32%
27%
30%
27%
26%
25%
28%
70%
47%
44%
39%
45%
38%
41%
38%
37%
36%
37%
33%
Somewhat Important
Definitely Important
Reasons for Playing Video Games
N=400 Total Gamers 6-12
• Children 6-9 are more interested in creating
things and playing with parents as reasons
to play video games than their 10-12
counterparts.
• Children 10-12 are more likely to want to
compete with other players and play with
their friends than younger gamers.
• Boys are more likely to play games to
create things, share with friends, and
compete.
• Girl gamers are more interested in
playing with their parents and to solve
puzzles.

9. Top Mobile Genres
9
ST3 What types of games do you play on a smartphone, iPod Touch or tablet? Pick all the ones you play on smartphone, iPod Touch or tablet.
42%
40%
29%
22%
19% 19% 18% 18% 17% 17%
Matching
puzzle games
Physics
puzzle
games
Runner
games
World-
building
games
Farm/city
management
games
Fashion/Dress-up/
Makeover/
Shopping
games
Life/pet
simulation
games
Drawing
games
Educational
games
Hidden
object/mystery
games
% Playing Each Genre On Smartphone Or Tablet
N=338 Mobile Gamers 6-12
Boy gamers 10-12 are much less likely to play Runner games
than boy gamers 6-9 and girl gamers 6-12

10. 66%
52%
30% 29% 28%
25% 24% 21% 21% 20%22%
17%
12%
9% 7%
17%
5%
11% 12%
8%
Angry Birds Candy Crush Saga Fruit Ninja Temple Run Angry Birds
Star Wars
Minecraft Pocket
Edition
Angry Birds Space Temple Run 2 Candy Crush
Soda Saga
Cut the Rope
Top 10 Mobile Titles Ever and Currently Play
N=338 Mobile Gamers 6-12
Ever Played
Currently Playing
-20%
-19%
-5%
-9%
+4%
-10%
Top 10 Mobile Titles – Play
10
St9a Which of the following mobile games have you ever played? ST9b Which of the following smartphone , iPod Touch, or tablet games are you currently playing? ST9b Which of the following mobile games are you currently
playing?
Since last wave, fewer gamers indicate that they are currently playing games from
the Angry Birds franchise. Minecraft, however, has grown in engagement.
%/% = Major change in percentage from Wave 3 to Wave 4 Data
+6%

11. Minecraft Engagement
11
G9m1 You mentioned being aware of the game Minecraft. Have you ever played Minecraft? G9m1a How many hours a week do you play Minecraft? G9m2 On which device(s) do you play Minecraft?
34%
9%
8%
49%
I play it now
I used to play it
I've never played it,
but I've heard of it
Not aware of it
35%
30%
20%
19%
19%
13%
10%
10%
10%
6%
5%
Xbox 360
Desktop or Laptop PC
Android tablet
iPad
iPhone
PlayStation 3
Xbox One
Desktop or Laptop Mac
Android phone
PlayStation 4
PlayStation Vita
On Which Device(s) Do You Play Minecraft?
N=172 Current or Recent Minecraft Gamers 6-12
Minecraft Experience
N=400 Total Gamers
Minecraft Hours Per Week
N=136 Current Minecraft Gamers
4.9
Among all gamers, 15% of
the total gaming hours per
week (1.66 of 10.97 hrs.)
is spent on Minecraft.

12. Awareness Sources of Mobile Game Apps
12
ST12 How do you hear about game apps to download onto a smartphone, iPod Touch, or tablet? ST12a What is the one main way you hear about games to download onto a smartphone, iPod Touch, or tablet? ST12a1 How
often do you search for new games to play on your smartphone, iPod Touch, or tablet? Please select the answer that is closest to your actual habits.
27%
13%
15%
10%
7%
4%
9%
9%
Friends
Family
Ranked lists in the app store
Featured games in the app store
YouTube
Ads or commercials on TV
Reviews in the app store
App store search feature
Sources Of Awareness
N=338 Mobile Gamers 6-12
Main Source Used
14%
7%
19%
12%
19%
9%
21% Several times a day
Once a day
Several times a week
Once a week
Several times a month
Once a month
Less than once a month
Searching Frequency
N=338 Mobile Gamers 6-12

13. 13
ST12_0 For the smartphone, iPod Touch, or tablet that you play games on, who picks the games that you play?
Who Select Mobile Games to Download
27%
29%
26%
11%
7%
I always pick out the games
I mostly pick out the games, but my parents
pick out a few
My parents and I both pick out the games
about the same amount
My parents mostly pick out the games, but I
pick out a few
My parents always pick out the games
Who Picks The Mobile Games You Play?
N=338 Mobile Gamers 6-12

14. 30%
29%
19%
22%
Males 6-9
Males 10-12
Females 6-9
Females 10-12
Mobile Spending In Past Six Month
14
S7 Now, please indicate whether or not you spent money on your children 6-12 on the following gaming activities in the past 6 months.
% Who Spent For Mobile In-game Purchases By Age And Gender
N=91 Mobile In-game Spenders
23% spent for
IAP in the past
six months

15. 14%
14%
15%
15%
22%
22%
26%
26%
28%
37%
When I read/watch a good review about the game
When I can't beat other players
When the game's going too slowly
When I have to wait for a period of time before I can play again
When I hear other people are playing the game
When there's a sale
To customize my character
When I cannot pass a level
When I can't play the rest of the game unless I buy it
To get a special item
Mobile Item Purchase Drivers
15
ST25 When do you usually ask your parents to spend money for a mobile game (e.g. new characters, skins/clothes, energy, new maps)?
I Ask My Parents To Spend On In-Game Items When…
N=210 Mobile Gamers Who Requested Parents To Spend Money 6-12
% Asking for Mobile In-game Items Purchase
N=338 Mobile Gamers 6-12
38%
62%
I never ask my parents to
buy stuff for me for mobile
games
I ask my parents to spend on
mobile games

16. 68%
24%
8% 7% 5%
My child does not know my
password/credit card info, and
has to ask me to make each
purchase for them
My child uses a prepaid
gift/gaming card to spend on
mobile games
My child knows my
password/credit card info, and
can make individual purchases
without limit
My child knows my
password/credit card info, but
has to ask me for permission
before each purchase
My child knows my
password/credit card info, and
can make individual purchases
within a limit I give them
Password Policy For Kids Mobile Games
N=160 Parents of Mobile Game Spenders 6-12
16
ST18p1 For your kids’ mobile games (smartphone, iPod Touch, or tablet), how would you prefer to pay for these items? ST18p0 How are purchases made in your household for your child’s mobile games? G19Allowance Do
you give your child a set weekly or monthly allowance specifically for video games? If so, please specify the total allowance you give them per month.
Parent Control of Mobile Game Spending
20%
80%
Gift card/spending
account
Authorize each
purchase separately
Pay Preference For Kids Mobile Games
N=160 Parents of Mobile Game Spenders 6-12

17. 17
G19 Do you give your child a set weekly or monthly allowance specifically for video games? If so, please specify the total allowance you give them per month.
Gaming Allowance
14%
15%
71%
Yes, I give them an allowance specifically for video games, it
amounts to this much per month
No, I give them a general-purpose allowance, it amounts to
this much per month
No, I don't give them any allowance
Average gaming
allowance: $37.75
Average general
allowance: $24.66
Average Monthly Allowance
N=400 Parents of All Gamers 6-12
(15% M /
14% F)
(19% M /
11% F)
$20.46
$52.50
$17.56
$46.74
$32.57
$22.64
$16.50
$25.92
Males 6-9 Males 10-12 Females 6-9 Females 10-12
Average Monthly Allowance By Age And Gender
N= 50 Gaming Allowance Receivers, 60 General Allowance Receivers
Gaming Allowance General Allowance

18. Top 10 Console Games
18
R9a1 Which of the following console games have you played in the last 6 months?
29%
17%
16%
15%
13% 13% 12%
11% 10% 10%
Minecraft Call of Duty:
Advanced Warfare
Call of Duty:
Ghosts
Grand Theft Auto
V
Mario Kart 8 Disney Infinity LEGO Star Wars Just Dance 2015 LEGO Batman 2:
DC Super Heroes
LEGO Batman 3
Top 10 Home Console Titles
N=331 Console Gamers 6-12
+10%
-5%
%/% = Major change in percentage from Wave 3 to Wave 4 Data
Minecraft has not only gained mobile gamers, but grew in home console gamers as well, as
indicated by the 10% increase in gamers.

19. Top Console Games by Demo
19
R9a1 Which of the following console games have you played in the last 6 months? *-Caution: Low Base Size
29% 26% 30%
36%
28% 29%
34%
26%
44% 48%
32%
46%
46%
44%
28%
10%
29%
6%
21%
21%
16%
11% 6% 2%
19%
36%
22%
17%
9% 3%
23%
18% 19% 18%
26% 26%
15%
51%
26% 27%
Minecraft Call of Duty:
Advanced Warfare
Call of Duty:
Ghosts
Grand Theft Auto
V
Mario Kart 8* Disney Infinity* LEGO Star Wars* Just Dance 2015* LEGO Batman 2:
DC Super Heroes*
LEGO Batman 3*
Top Home Console Games By Age-Gender
N=Among Console Gamers Playing Each Game in Past 6 Months (Varying Base)
Males 6-9 Males 10-12 Females 6-9 Females 10-12

20. Questions?
20
Yuanzhe (Michael) Cai
蔡元喆
SVP of Research, Games and Technology
P: 310.981.4754
F: 310.981.4771
www.interpretllc.com
Twitter: @mycai | @InterpretLLC
michael.cai@interpretllc.com