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CUSTOMER PROFILES

CUSTOMER PROFILES
CUSTOMER PROFILES

“Casual” Gamers

Who Plays? 58% Female Who Pay$? 76% Female
Who Plays?
58%
Female
Who Pay$?
76% Female

35

48

CUSTOMER PROFILES “Casual” Gamers Who Plays? 58% Female Who Pay$? 76% Female 35 48 straightforward cheap

straightforward

cheap simple
cheap
simple

82 Million casual gamers in the US

Years old

Years old

CUSTOMER PROFILES “Casual” Gamers Who Plays? 58% Female Who Pay$? 76% Female 35 48 straightforward cheap
CUSTOMER PROFILES “Casual” Gamers Who Plays? 58% Female Who Pay$? 76% Female 35 48 straightforward cheap
Avg. Session :
Avg. Session :

easy

CUSTOMER PROFILES “Casual” Gamers Who Plays? 58% Female Who Pay$? 76% Female 35 48 straightforward cheap

Cost + Simplicity

CUSTOMER PROFILES “Casual” Gamers Who Plays? 58% Female Who Pay$? 76% Female 35 48 straightforward cheap
CUSTOMER PROFILES “Casual” Gamers Who Plays? 58% Female Who Pay$? 76% Female 35 48 straightforward cheap

(over Social & Competition)

CUSTOMER PROFILES “Casual” Gamers Who Plays? 58% Female Who Pay$? 76% Female 35 48 straightforward cheap

31MINUTES

What’s Popular?

What’s Popular?
What’s Popular?

Cards

2
2

Puzzles

1

CUSTOMER PROFILES “Casual” Gamers Who Plays? 58% Female Who Pay$? 76% Female 35 48 straightforward cheap
CUSTOMER PROFILES “Casual” Gamers Who Plays? 58% Female Who Pay$? 76% Female 35 48 straightforward cheap
CUSTOMER PROFILES “Casual” Gamers Who Plays? 58% Female Who Pay$? 76% Female 35 48 straightforward cheap
“As we discover and make these playable on new platforms, the new genres of casual games
“As we discover
and make these playable on new platforms, the
new genres of casual games
audience
continues to expand and diversify.”

Not Tech Savvy (0.5 gigabyte avg.)

Motivation

Motivation
Motivation

Stress Relief + Mental Exercise

(commonly cited as the top motivations to play casual games)

Jason Kapalka, PopCap CCO

“Hardcore” Gamers

80

CUSTOMER PROFILES “Casual” Gamers Who Plays? 58% Female Who Pay$? 76% Female 35 48 straightforward cheap
minutes per average 32.9 Million Console Gamers 25% Play Online
minutes per average
32.9 Million
Console Gamers
25% Play
Online
Console Gaming Online Other
Console Gaming Online
Other
CUSTOMER PROFILES “Casual” Gamers Who Plays? 58% Female Who Pay$? 76% Female 35 48 straightforward cheap

50%

CUSTOMER PROFILES “Casual” Gamers Who Plays? 58% Female Who Pay$? 76% Female 35 48 straightforward cheap

3 Most Played Games of 2009

CUSTOMER PROFILES “Casual” Gamers Who Plays? 58% Female Who Pay$? 76% Female 35 48 straightforward cheap
  • % Male

  • Years Old

What’s Popular & Why?

What’s Popular & Why?
What’s Popular & Why?

Achievement is the top

motivational factor, helping to explain it’s

popularity among younger men.

CUSTOMER PROFILES “Casual” Gamers Who Plays? 58% Female Who Pay$? 76% Female 35 48 straightforward cheap
CUSTOMER PROFILES “Casual” Gamers Who Plays? 58% Female Who Pay$? 76% Female 35 48 straightforward cheap
CUSTOMER PROFILES “Casual” Gamers Who Plays? 58% Female Who Pay$? 76% Female 35 48 straightforward cheap

20 Million

Xbox Live

subscribers

  • worldwide

CUSTOMER PROFILES “Casual” Gamers Who Plays? 58% Female Who Pay$? 76% Female 35 48 straightforward cheap

29%

CUSTOMER PROFILES “Casual” Gamers Who Plays? 58% Female Who Pay$? 76% Female 35 48 straightforward cheap

Integrated November 09

CUSTOMER PROFILES “Casual” Gamers Who Plays? 58% Female Who Pay$? 76% Female 35 48 straightforward cheap

The Popularity of Massively Multiplayer Online Role-Playing Games

CUSTOMER PROFILES “Casual” Gamers Who Plays? 58% Female Who Pay$? 76% Female 35 48 straightforward cheap
Motivation •Relationships more important to women •Manipulation and Achievement more important to men
Motivation
•Relationships
more important to women
•Manipulation and
Achievement more
important to men

(compare achievements)

15 Million

“[Achievements] were a way to add stickiness to the community and the console, "We never anticipated
“[Achievements] were a way to add
stickiness to the community and the
console, "We never anticipated this
reaction”

Aaron Greenberg, Xbox Product Manager

Subscribers

2 Hours per session

CUSTOMER PROFILES “Casual” Gamers Who Plays? 58% Female Who Pay$? 76% Female 35 48 straightforward cheap
200 Million monthly Who’s on Facebook? Who plays? active users for Zynga alone 5h, 46m per
200 Million monthly
Who’s on Facebook?
Who plays?
active users for Zynga alone
5h, 46m per month per user
13-17
Above 55
35-44
Motivation: Zynga vs. Playfish
Collaboration
VS.
18-25
35-44
Competition
Invest over time
There are 3 reasons
26-34
people play the games.
Our 3 reasons
Self-expression
Self-expression
54%
Real friends
42%
CEO Mark Pincus
“And they don't describe
themselves as gamers. They
CEO Sebastian de Halleux
just want to play games with their friends.”
CUSTOMER PROFILES “Casual” Gamers Who Plays? 58% Female Who Pay$? 76% Female 35 48 straightforward cheap
Motivation
Motivation
Virtual Gifts
Virtual Gifts
CUSTOMER PROFILES “Casual” Gamers Who Plays? 58% Female Who Pay$? 76% Female 35 48 straightforward cheap

= 85%

of Revenues

CUSTOMER PROFILES “Casual” Gamers Who Plays? 58% Female Who Pay$? 76% Female 35 48 straightforward cheap

Women 4X more

likely to give a gift

Further Relationships Extend the Game Self-Expression

Because
Because