310 981 4750 info@interpret.la
GAMEBYTE MOBILE 2019 NOW AVAILABLE

GAMEBYTE MOBILE 2019 NOW AVAILABLE

The New Mobile Ad Economy

Parents Show Varying Acceptance Levels of Ads Shown to Children

“The advertisement economy is booming, and represents more than 30% of the mobile industry’s revenue. While most games do not specifically target a younger audience, nor track their in-game behaviors, we know they represent over a fourth of all mobile revenue and holds less true, but not considerably, for in-app advertising revenue.

In-game advertisement is a great revenue generating strategy, and most parents prefer their children see ads over making direct monetary in-app purchases. Overall, less than 13% of parents would prefer their children make in-app purchases over seeing advertisements.

Additionally, interactive ads have become the new go-to format for game publishers and advertisers. They consistently produce the highest conversion rates among all ad formats. Parents, however, rank interactive ads with the highest disapproval rating. Their interactivity by nature, which is impressive technologically, is concerning to parents and something publishers and advertisers should take into consideration.

Even looking outside of in-game advertisement, GameByte is designed to track the perception and attitudes of the young gamers of today, but also to provide a forward-looking perspective of our future teen gamers. Through our seven years of research in the children’s gaming market, we have found that as they age into the 13+ category, they hold a lot of the same traits, preferences, and behaviors as they did when they were younger. Getting a jump start on understanding a segment that will steer the direction of our industry is necessary to the future success of publishers and advertisers”

Jesse Divnich, VP of Research & Strategy, Interpret

ADDITIONAL DATA

  • Incentivized ads have the highest approval rating among parents (66%), followed by regular video ads (59%), and lastly interactive ads (57%).
  • Among parents who indicated disapproval, incentivized ads had the lowest disapproval rating (12%), following by regular video ads (16%), and a distant third, and the highest, interactive ads (20%).
  • Parents are more comfortable with ads as their children get older, the average disapproval rate among all ads drops among parents from 20% (kids aged 3 to 5), 16% (kids aged 6 to 9), and 14% (kids aged 10 to 12).
  • In terms of interaction, 31% of children indicate they regularly engage with interactive ads when shown within mobile games, while 47% state they never or rarely engage with interactive ads.
  • When asked, 50% of parents prefer their children watch an in-game advertisement to spending real money with in-app purchases to receive items or accelerate progression. Only 13% of parents would prefer to spend real money compared to viewing in-game advertisements. The rest (37%) have no preference.
  • Children indicate that in-game advertisement is a more used source for new game discovery (14%) than streamers, celebrities, and social influencers (10%); however, is still far behind friends (49%) and family (45%).

www.interpret.la   |   Media Contact: Marketing & Jesse Divnich | Sales Contact: sales@interpret.la

Better Ask Mom…91% of Kids Ask for Permission Before Making an In-App Purchase

Better Ask Mom…91% of Kids Ask for Permission Before Making an In-App Purchase

BETTER ASK MOM…

91% of kids ask permission before
making an in-app purchase

“Our just-released GameByte report shows that almost all children ask their parents’ permission before making in-game mobile purchases. That means publishers and advertisers need to be mindful that they’re essentially targeting a dual customer base. Parents are always going to look out for what’s best for their children, and convincing parents that your game aligns with parents’ expectations is an important step in the engagement process.

Understanding the complexities of this dual customer base is difficult and sometimes expensive. However, the publishers and advertisers that do put in the effort are far more successful in the market.”

Jesse Divnich, VP of Research & Strategy, Interpret

ADDITIONAL DATA

  • Among kids 3 to 12 that spend money on mobile games, 91% ask for permission before making purchases. Among kids who ask for permission, 27% – the biggest category – are looking to purchase items to customize their character(s). Just 13% are looking to protect a kingdom or city – the smallest category.
  • 78% of kids say being able to play with their parents is an important factor when deciding which games to play. Perhaps counter-intuitively, this appears to be true among both younger (81% – ages 3 to 9) and older (77% – ages 10 to 12) kids.
  • Allowances play an important role in kids’ spending. 33% of parents say they give their children some form of a regular allowance. 19% of parents give their children video game allowances specifically. Just 26% of kids ages 3 to 5 get some form of an allowance, but that number grows to 39% among kids ages 10 to 12.
  • What consoles are kids asking their parents to buy them in 2019? 60% are asking for a Switch, while only 49% for the PS4, and 48% for the Xbox One.
  • Kids spend a lot on entertainment. Parents estimate they spent $1,300 on entertainment products for their kids in 2018, up 25% from the previous year. One-third of that spending was on video games. Across all entertainment categories, video games showed the most the growth (+34%) over last year.

www.interpret.la   |   Media Contact: Marketing & Jesse Divnich | Sales Contact: sales@interpret.la

Female eSports Watchers Gain 6% In Gender Viewership Share In Last Two Years

Female eSports Watchers Gain 6% In Gender Viewership Share In Last Two Years

FEMALES AND ESPORTS
PROGRESS UPDATE


Female eSports watchers gain 6% in gender viewership share in two years

“Changing behaviors among a large segment of people is difficult. Progress of this size always takes time; however, a 6.5% gain in gender share over a two year period is a trend in the right direction. If two years from now, females grab an additional 6% in share, eSports viewership will be in gender split parity with what we consider standard among traditional console and PC games. As an industry, more progress will be made as females’ role in traditional eSports titles continue to grow, given the efforts from some of the industry leaders. More likely than not, a lot of that growth may come in non-traditional eSport genres, and especially games tailored to mobile and tablet devices.”
Tia Christianson, VP of Research (EMEA), Interpret


ADDITIONAL DATA

  • Female eSports watchers have a 30% share compared to all eSports watchers; however, it has consistently gained gender share nearly every quarter since 2016. with a total growth of 6% over the last 2 years.
  • Of those that play games considered an eSport on Console/PC, only 35% are female, of those that consider themselves eSports watchers, 30%, and of those that watch eSports leagues, 20%.
  • Casual Gaming, however (defined as those who log many hours on mobile and few on PC/Console) is dominated by females (66%).
  • Extremely low female involvement in major eSports titles like CS:GO (24% Female), DOTA 2 (20% Female), Hearthstone (26% Female), Rainbow 6: Siege (23% Female), and even Overwatch (26% Female) highlights the core challenge in attracting more female eSports fans.
  • The slow increase in traditional female fanship of eSports may be due to an increased prevalence of mobile games in competitive gaming. According to Skillz, a platform that offers mobile competitive gaming and boasts a large selection of casual games, 7 of the  top 10 mobile earners on their platform in 2018 were female.
  • Skillz has shown us that one of the keys to increasing female participation in eSports or competitive gaming may be through mobile and tablet devices, with games in non-traditional eSports genres.

www.interpret.la   |   Media Contact: Marketing & Jesse Divnich | Sales Contact: sales@interpret.la

Battle Royale: Where We’ve Been, Where We Are, and Where We’re Going

Battle Royale: Where We’ve Been, Where We Are, and Where We’re Going

Is battle royale a genre? A passing fad? We explore its roots to better understand where battle royale is going.

While it may feel like Fortnite’s popularity came out of nowhere, the reality is that there’s almost no such thing as an overnight success, especially not in the games industry.

Where did it all begin?

As Digital Trends pointed out, H1Z1 came before Fortnite and even PUBG, and was a distinctly battle royale game.

But the mod community appears to be the responsible source of the battle royale madness. In particular, Minecraft had a popular mod based off of “The Hunger Games” book and film series, which share a similar premise to the book “Battle Royale,” which is where the name of the concept originated.

The public fascination with the “last man standing” concept goes back about two decades, but the standards of battle royale mode are, relatively, still quite fresh but often repeated: a set number of starting participants, a massive playing field that becomes increasingly smaller, and a frantic search for weapons.

Fortnite is a household name these days. Epic Games’ free-to-play battle royale mode of the game pulls in $2 million a day on its mobile version alone. That’s without considering the revenue pulled in on PC, Xbox One, or PlayStation 4.

https://gamedaily.biz/article/341/battle-royale-where-weve-been-where-we-are-and-where-were-going?fbclid=IwAR0jVJpzu-QXOGk5L3vwDFjwzlH8v0CP2kbPiQ0pE5evRjPAMc5J9VmukF8

Who Watches eSports? Interpret Releases Report that Busts Myths about eSports Viewers

Who Watches eSports? Interpret Releases Report that Busts Myths about eSports Viewers

eSports viewers might not be who you think they are.

eSports is no niche pastime: The number of people who have watched professional eSports tournaments is 31M in the United States and 68M in China, according to GameScape, a new report from Interpret, LLC.

The report shows that eSports viewers are older and more educated than you may have thought. In the U.S, the median age for eSports viewers is 28, nearly half of them hold a college degree, and 55% are employed full-time, according to GameScape. In China, eSports viewers are even more likely to be fully-employed, with 75% holding full-time jobs and 71% holding a college degree. eSports viewers also report higher than average household income and most admit to having spent money on eSports related goods (69% in the U.S. and 84% in China). “As eSports audiences grow worldwide, they represent significant business opportunities for a multitude of companies,” said Yuanzhe (Michael) Cai, President of Interpret, LLC.

The report also concludes that eSports viewers overlap heavily with viewers of traditional sports. In the U.S., over half of eSports viewers report watching NFL games, and in China, over two-thirds report watching NBA games. Although the status of eSports as “real sports” may still be hotly debated in the media, this issue seems to be mostly settled for U.S. and Chinese eSports viewers, with 61% and 63% respectively agreeing eSports are real sports. “eSports fans are not just watching to learn how to better play their favorite games, they engage for entertainment value and excitement,” said Cai.

One area where eSports may be beating out traditional sports is the ability to engage viewers in the early rounds of major tournaments. Almost half of U.S. and Chinese eSports viewers report tuning in to the first rounds of eSports tournaments. For eSports advertisers and sponsors, this may mean a greater bang for their buck if they invest in the early stages of a tournament.

GameScape provides comprehensive insights about eSports viewers and their motivations and preferences, as well as measurements of VR/AR familiarity and interest in the U.S. and China. For more information, please contact Diane LightWaight at diane.lightwaight@interpretllc.com or 310.567.4380.

Interpret, LLC is a full service market research firm focused on media, entertainment, and technology.