2. Objectives & Methods Platform..
..................................................................................Purchase
Intent
Co-Play................................................................................
.....................................................................................Monetization.
..........................................................3Objectives
& Methods4 911 12 At the end of 2012, an online survey was
conducted with an international sample of casual gaming families
1000 parents who have children ages 2 to 13 in the household who
play casual games at least weekly.New and emerging platforms are
increasingly providing novel mediums for children around the world
to play casual games. However, surprisingly little is known about
kids and casual gaming, particularly from an international
perspective. >hildren game on computers C more than any other
device. latforms for play change by P age. Younger kids lean toward
tablet use, whereas older kids are more computer and gaming system
oriented. cross countries and among A mobile devices, the iPad has
the highest gaming conversion rate (when children have access to
it!).cross markets, the computer A or the laptop is the clear most
common devices to play casual games on, followed by handheld game
players and tablets. 5 of casual gaming parents 3 intended to
purchase a new platform for their kids to game on this past holiday
season.Global Gaming Across Generations Almost of parents who
haveaccess to a game console play on it with the kids, although
Chinese parents prefer tablets to gaming systems. ost parents
prefer to let their M kids try games out first with free version of
games. alf of casual gaming parents H spend over $10/month
purchasing kids games for a game console.The following countries
were included in the study: China Germany By casual gaming, we are
referring to digital games that are fun and easy to play, for
example a mobile app like Angry Birds or Monkey Preschool Lunchbox,
playing Solitaire on the computer, an online Social Networking Game
like Farmville, or an arcade game like Tetris played on a video
game console. Casual games are different than complex games like
World of War Craft, Grand Theft Auto, and Portal. 1: USA, Canada,
Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great
Britain, France, Italy, Germany. 4: Russia, India, Spain,
Netherlands.Mexico 1: USA, Canada, Mexico, Brazil. 2: Japan, China,
Australia, Korea. 3: Great Britain, France, Italy, Germany. 4:
Russia, India, Spain, Netherlands.U.S.Global Gaming Across
Generations 2013 Ca s ua l G a m e s A s s o c i at i o n 31: USA,
Canada, Mexico, Brazil.
3. Access Supporting DataPlatform: Access Computers and game
consoles reign in the land of kidscasual gaming; but mobile is
catching up quickly! Overall, children play casual games on
computers more than any other device, with 81% of casual gaming
parents saying that their children play games on a desktop or
laptop. Game consoles follow behind, although not as closely as one
might expect at 62% for consoles and 44% for handheld consoles.
This is an issue of access. kids who have access to the devices,
they are Of most likely to game on computers, game consoles and
handheld game consoles, with just over 80% of kids using those
devices for gaming if they have access to them.Global Gaming Across
GenerationsWhich of the following devices, if any, do you have in
your household?While not as many kids have access to iPads (39%),
usage is high amongst the kids that do have access (72%). As access
to iPads increases, they are likely to rise in importance in the
kids gaming ecosystem. The same is true for iPhones, although to a
lesser extent, with 39% of kids having access and 60% of kids with
access using them for casual gaming. general for the other mobile
devices aka In other tablets, smartphones, and iPod touches, about
half of the kids who have access are likely to use the device for
gaming actually a surprisingly high number!Which of the following
devices does your child play casual games on?Household Owns Kids
Play Casual Games On100%80%60%40%Casual Gaming Devices Used by 2-13
Year Olds Casual Games Played on iPad by 2-13 Year
Olds81%ChinacomputersU.S.53% Germany62%26%0%ComputerGame
ConsoleSmartphone Handheld Game PlayeriPadiPhoneiPod
TouchE-readerTablet DeviceMexico11%20%16%game consoles44%handheld
consoles41: USA, Canada, Mexico, Brazil. 2: Japan, China,
Australia, Korea. 3: Great Britain, France, Italy, Germany. 4:
Russia, India, Spain, Netherlands.1: USA, Canada, Mexico, Brazil.
2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy,
Germany. 4: Russia, India, Spain, Netherlands.Global Gaming Across
Generations 2013 Ca s ua l G a m e s A s s o c i at i o n 5
4. Platform: FrequencyFrequency by AgePlatforms for Play Change
Across Kids: 2-13 yo Assuming the child has access to the device,
kids most often play casual games on a computer (31%), followed by
a gaming console (19%), a handheld (13%) and then an iPad (11%).Top
devices kids play games most often on31% 13% computershandheld
consolesYounger kids play Casual Games more frequently on iPads!
Which of the following devices does your child play casual games on
most often?19% 11% game consolesipadyear olds game most often on 25
an iPad (37%), followed by a computer (28%), followed by a
smartphone (18%). 9 years olds game most often 6 on an iPad (39%),
followed by a computer (29%) and game console (28%). 013 year olds
game most often 1 on a computer (36%), followed by game consoles
(31%) and handheld game players (29%).37% 28% 18%iPadSmartphone39%
31% 19%Handheld Game Player13%iPad11%29%28%ComputerGame
ConsoleSmartphone7%Learning Tablet6%E-reader5%iPhone5%Tablet
Device2%1013 Year OldsiPod Touch1%36%Computer
ComputerComputerComputer 625 Year Olds69 Year OldsKids Device
Preference for Casual Games Game Console2-5 year olds6-9 year olds
game most often on an iPad 10-13 year olds game most often on a
computerTop 3 Devices for Casual Games by AgeComputerComputerOf
kids who have access to the device, younger kids lean toward tablet
use, whereas older kids are more computer and gaming system
oriented.Global Gaming Across GenerationsGame
ConsoleiPadComputeriPadGame Console Game ConsoleiPad iPad31%29%Game
ConsoleHandheld Game PlayerGame ConsoleHandheld Game PlayerGlobal
Gaming Across Generations 2013 Ca s ua l G a m e s A s s o c i at i
o n 7
5. Platform: FrequencyCo-PlayMobile is taking off
globallyFamilies are playing together! Almost of parents who have
access to a game console play on it with their kids. Across
markets, the computer or the laptop is the clear most common device
for kids to play casual games on, followed by handheld game players
(for Mexico, US and Germany) and tablets.A country snapshot:Family
play is most common on game consoles, with 73% of parents who have
access to a console saying they play together on it with their
kids. Consoles are followed by computers (69%). It seems consoles
are catching up on PCs and laptops in Germany and the US. iPads are
really popular in China with 1/4 of our respondents choosing them
as their childs most used device for casual gaming.1.ame consoles
are the most used G device for German, Mexican and U.S. parents to
play with their children, while Chinese parents favour tablets. Not
surprisingly, it is less common for families to play together on
mobile devices, however over half of parents (53%) report playing
on their iPads with their kids. Smartphones are most used in Mexico
with 13% of our samples kids playing games on their phones most
often than other devices.1: USA, Canada, Mexico, Brazil. 2: Japan,
China, Australia, Korea. 3: Great Britain, France, Italy, Germany.
4: Russia, India, Spain, Netherlands.Devices Most Used By Kids 2-13
Years OldMexicoChinaChinaGlobal Gaming Across Generations1: USA,
Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great
Britain, France, Italy, Germany. 4: Russia, India, Spain,
Netherlands.2. The classic computer or laptop ranks #2 for co-play
in all 4 markets. 3. laying games on an iPhone or a P smartphone
also ranks high with parents and their children.On which of the
following devices do you play together with your kids? 1: USA,
Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great
Britain, France, Italy, Germany. 4: Russia, India, Spain,
Netherlands.80%Germany Mexico25%13%ipadsmartphones70% 60% 50% 40%1:
USA, Canada, Mexico, Brazil. 2: Japan, China, Australia, Korea. 3:
Great Britain, France, Italy, Germany. 4: Russia, India, Spain,
Netherlands.co, Brazil. alia, Korea. e, Italy, Germany. ,
Netherlands.U.S.1: USA, Canada, Mexico, Brazil. 2: Japan, China,
Australia, Korea. 3: Great Britain, France, Italy, Germany. 4:
Russia, India, Spain, Netherlands.30% 20%computers are most
common81: USA, Canada, Mexico, Brazil. 2: Japan, China, Australia,
Korea. 3: Great Britain, France, Italy, Germany. 4: Russia, India,
Spain, Netherlands.1: USA, Canada, Mexico, Brazil. 2: Japan, China,
Australia, Korea. 3: Great Britain, France, Italy, Germany. 4:
Russia, India, Spain, Netherlands.10% 0%Game
ConsoleComputeriPadTablet DeviceHandheld Learning Game Tablet
PlayeriPhone Smartphone E-readeriPod TouchGlobal Gaming Across
Generations 2013 Ca s ua l G a m e s A s s o c i at i o n 9
6. co-playPurchase InTENT Supporting DataGlobal Gaming Across
GenerationsPurchase Intent25% 20% 15%Which platform(s) are you most
10% likely to purchase for your children? 5%0% Global Interest In
Handheld Wii U PlayStation Devices X-Box Nintendo Wii
PlayStationGlobal Interest In
Consoles3Ds25%20%15%15%10%10%5%5%0%X-BoxNintendo 3DsWiiPlayStation
VitaWii UPlayStationKinect0%A country snapshot:Purchase intent is
about equal between mobile devices and traditional gaming
platforms.iPadLearning TabletTablet Smartphone iPhone DeviceiPod
Touch25%Platform Interest By CountryChina Germany Mexico United
States Total20%40% 15%35% 10%30%Top of Chinese parents list are
tablets (iPads 40% and learning tablets 34%).parents who do intend
to purchase a Of new casual gaming device, the most popular devices
are X-box (23%), iPad (22%), and kids learning tablet (21%).Parents
Purchase Intent1: USA, Canada, Mexico, Brazil. 2: Japan, China,
Australia, Korea. 3: Great Britain, France, Italy, Germany. 4:
Russia, India, Spain, Netherlands.In Germany, parents seem to be
more inclined to buy gaming platforms for their children this year
with the Nintendo 3DS being top of the list (27%). 1: USA, Canada,
Mexico, Brazil. 2: Japan, China, Australia, Korea. 3: Great
Britain, France, Italy, Germany. 4: Russia, India, Spain,
Netherlands.25% 20%5%25% 0%Kinect Almost 60% of casual gaming
parents intend to purchase a new platform or device for their
children to play casual games on this holiday season.25%20%Vita3/5
of casual gaming parents intend to purchase a new platform for
their kids to play games on when purchasing gifts.iPadLearning
TabletTablet Smartphone iPhone DeviceThe Nintendo 3DS is the #1
most wanted gaming platform in the US this holiday season (27%) but
parents are also looking to buy learning tablets (23%)15%iPod
Touch20%Gaming platforms are the most desirable devices for Mexican
parents, with the Xbox and Kinect sharing the top spots.10%
5%15%0%10%X-BoxiPadkids learning tablet1: USA, Canada, Mexico,
Brazil. 2: Japan, China, Australia, Korea. 3: Great Britain,
France, Italy, Germany. 4: Russia, India, Spain, Netherlands.5%
0%10X-BoxiPadLearning TabletNintendo 3DSTablet DeviceWiiGlobal
Gaming Across Generations 2013 Ca s ua l G a m e s A s s o c i at i
o n 11
7. Global Gaming Across GenerationsMonetization And the
monetization winner is Try it before buying it! When asked to rank
their interest in different ways to purchase casual games for their
children, parents prefer to let their kids try it out first with a
free version.The way to their wallet or Brieftasche or cartera
orMean of Top Ranked Purchasing Preferences (per 10
responses)Chinese and Mexican parents have similar interest in
purchase options, and seem to be the most willing to pay for casual
games.About 2/3 are likely to get their child a free version and
then upgrade later.About 1/2 are likely to buy a full, ad-free
version.10 9 8Subscriptions, which ironically have been a stalwart
in the kids gaming space, are actually the least liked model by
parents.60%750%6 40%5 430%31: USA, Canada, Mexico, Brazil. 2:
Japan, China, Australia, Korea. 3: Great Britain, France, Italy,
Germany. 4: Russia, India, Spain, Netherlands.20%2 10%1 0A free Buy
the Free version version with full version, then upgrade
advertising advertising-freePurchase a subscription0%A free version
with advertisingChinese and U.S. parents are the most advertising
accepting, with 2/5 of version saying Buy the Free parents Purchase
athat they are likely full version, then upgrade allow)
ad-supported games to get (or subscription advertising-free for
their kids.1: USA, Canada, Mexico, Brazil. 2: Japan, China,
Australia, Korea. 3: Great Britain, France, Italy, Germany. 4:
Russia, India, Spain, Netherlands.1: USA, Canada, Mexico, Brazil.
2: Japan, China, Australia, Korea. 3: Great Britain, France, Italy,
Germany. 4: Russia, India, Spain, Netherlands.10Purchasing
Preferences in Top 39 860%71: USA, Canada, Mexico, Brazil. 2:
Japan, China, Australia, Korea. 3: Great Britain, France, Italy,
Germany. 4: Russia, India, Spain, Netherlands.NOTE: All %s are for
Top 3 box on a 0-10 scale from not at all likely to very
likely.50%6The U.S. parents seem to mostly want to start with a
free version, no matter what.1/2 start with a free version and then
upgrade.2/5 are likely to have the free version that includes
advertising.German parents, overall, are less likely to want to pay
for casual games and are the most advertising averse.For those that
will pay, they are most likely to buy the full version of the game
without ads (45%). A full of German parents are not interested in
games with advertising for their children at all; and over refuse
to even consider a subscription.40%5 430%320%2 10%1 012A free Buy
the Free version version with full version, then upgrade
advertising advertising-freePurchase a subscription0%A free Buy the
Free version version with full version, then upgrade advertising
advertising-freePurchase a subscriptionGlobal Gaming Across
Generations 2013 Ca s ua l G a m e s A s s o c i at i o n 13
8. MonetizationMonthly SpendHalf of casual gaming parents spend
over $10/month purchasing kids games for a game consoleMost Popular
Device for Each Spend Categorygaming consoleover $10 ipadunder
$10Global Gaming Across Generations Parents were by far the most
likely to spend over $10 last month on game consoles (51%),
followed by handheld game players and learning tablets. This is not
surprising, as games for these devices are the most expensive.26%
of parents spent over $10 last month purchasing games for an iPad,
which is quite high considering the average price of a kids game is
likely $2 or under.Interestingly, of parents whose kids do play
casual games, they are most likely to have spent $0 games for
smartphones (58%) and computers (48%), indicating that kids may be
playing more free games on these devices.On average, how much did
you spend last month purchasing games for your children for each of
the following devices? Spending Patterns by DeviceZeroUnder $10Over
$10100% 80% 60% 40% 20% 0%Game ConsoleHandheld Game PlayerLearning
TabletiPadComputeriPod TouchTablet DeviceiPhoneE-reader
SmartphonePercentage of Kids Playing Who Do Not Spend Any Money On
Games by Device 48% 43% 40%iPhone36%Handheld Game Player14Computer
iPod Touchzero58%Tablet DevicecomputerSmartphone35%Learning
Tablet34%E-reader31%Game Console24%iPad22%Global Gaming Across
Generations 2013 Ca s ua l G a m e s A s s o c i at i o n 15
9. About the Casual Games Association When it comes to the
health of your business, the more things that work together, the
better. Which is why the Casual Games Association is a critical
portion of the success of your company and the industry as a whole.
It means that you and your team have access to cutting edge
educational resources and are connected to thousands of other game
industry professionals, members of the press and service providers
around the globe. Learn more at
http://www.casualgamesassociation.org/For press inquiries, please
email [email protected] Learn more about the games
industry with the best speakers, networking, lectures and data to
help you succeed in a crowded market at Casual Connect Europe: Feb
11-13, 2014 Casual Connect Asia: May 21-23, 2013 Casual Connect
USA: July 30-Aug 1, 2013 Casual Connect Kyiv: October 23-25,
2013