Follow the Sun: Global Trends in Mobile Gaming External Development
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The document discusses trends in the mobile gaming industry and their impact on external development. It notes that the gaming audience is expanding globally and maturing, with players consuming more diverse content through both interactive and passive channels. The proliferation of mobile devices and rapid technological advancements are increasing demand for richer, more complex games delivered across multiple platforms. This is driving greater need for external support from service providers in areas like engineering, art creation, live operations, and localization.
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Follow the Sun: Global Trends in Mobile Gaming External Development
- 1. Global Trends in Mobile Gaming & External Development Jason Harris, Senior Director Lauren Freeman, Senior Manager
- 2. WHO ARE WE?
- 3. WHAT IS XDI
- 4. MID CORESPORTS CASUAL OFFERINGS FOR EVERY AUDIENCE WHO IS EA? OUR MOBILE GAME IP
- 5. OUR FOCUS CANADA, USA, INDIA, FINLAND, JAPAN, CHINA, AUSTRALIA, ROMANIA WHERE IS EA MOBILE?
- 7. INDUSTRY SURVEY 60+ Developers/Publishers 150+ Service Providers 40+ Countries Represented Download the report: http://xdsummit.com/2017-insights-external-development
- 8. 8 GROWTH IN USAGE OF SERVICE PROVIDERS FOR EXTERNAL DEVELOPMENT 2017 2012 Art 10% 21% 2017 2012 SE 6% 29% Average Percentage of Mobile Developer Clients for Service Providers Source: XDS 2017 white paper
- 9. 9 SCALABILITY REMAINS #1 REASON DEVELOPERS/PUBLISHERS ENGAGE SERVICE PROVIDERS WHY DEVELOPERS ENGAGE SERVICE PROVIDERS
- 10. 10 SCALABILITY ISTHE KEY REASONTO ENGAGE WITH EXTERNAL PARTNERS WHY DEVELOPERS ENGAGE SERVICE PROVIDERS 2017 2016 47%
- 11. 11 ART DISCIPLINES & EXTERNAL SUPPORT
- 12. 12 OVERVIEW 1 2 3 Growth in Popularity of Gaming Worldwide More Players Consuming More Content Proliferation of Devices & RapidTech Advancements
- 13. 13 GROWTH IN POPULARITY OF GAMING WORLDWIDE
- 14. 14 $99.6B 2016 Games Industry Revenue 8.5% Source: New Zoo Data $108.9B New Zoo 2017 Estimate 9.3%
- 15. 15 $15.1B $38B2016 Music Industry Revenue, Global 2016 Box Office Revenue Source: iPhone Life Magazine
- 16. GLOBAL EXPANSION Increasingly global industry with more room to grow and innovate 88% 84% Western Europe 67% Eastern Europe 60% Middle East 66% South America 53% Central America 57% East Asia 53% South East Asia 33% South Asia 29% Africa
- 17. 17 MOBILE SEGMENT FORECASTTO GROW 42% OVERTHE NEXT 3YEARS MOBILE GAMES ACCOUNT FOR 45% OF THE TOTAL MARKET REVENUE
- 18. 18 $40.6B 1 $38B2 2016 Mobile Games Revenue, Global 2016 Box Office Revenue Source: 1. Super Data Research, 2. iPhone Life Magazine
- 19. GLOBAL GAMES MARKET FORECAST Mobile forecast to become more than 50% of the market by 2020.
- 20. 20 GROWTH OF MOBILE IN CHINA The mobile market accounts for 46% of the revenue of China’s $24.6B games market Mobile in China Forecast to be 17% of Global Games Revenue
- 21. 21 INCREASE IN # OF MOBILE DEVELOPERS & OTHER INDUSTRIES COMPETING FOR SERVICE PROVIDER CAPACITY SERVICE PROVIDERS OFFERING CULTURALIZATION POSSIBLE TALENT SHORTAGE AT CHINESE SERVICE PROVIDERS OVERALL MOBILE GAMING MARKET GROWTH GROWTH ACROSS EMERGING MARKETS MOBILE GAMES POPULARITY GROWING RAPIDLY IN CHINA Trend Impact SUMMARY
- 23. 23 AUDIENCE SEGMENTS MOVING CLOSERTOGETHER CORE GAMERS GENERAL AUDIENCE LONG RUNNING HISTORY WITH GAMES FAMILIARITY WITH CONTROLLER INPUT PRIMARILY ENTERTHROUGH PREMIUM BUSINESS MODEL GROWING EXPOSURE AND INTEREST IN GAMING CONTENT FAMILIARITY WITH TOUCHSCREEN AND INTUITIVE INPUTS PRIMARILY ENTERTHROUGH FREEMIUM MODEL INCREASED AUDIENCE CONVERGENCE
- 24. 24 Accelerating growth for “appointment” gaming $3.84B2 Revenue to-date from In-App Purchases $3.18B1 Worldwide Gross Revenue (Box Office, DVD, Blu-Ray) AUDIENCE AND REACH Source: 1.The-Number.com All Time Worldwide Box Office; 2. AppAnnie Data Dec 2009 to Jun 2014 – 55 months Dec 2012 to Jun 2017 – 55 months
- 25. 25 Gaming growing as both interactive and passive form of entertainment What Are People Watching Today? 104M 1 Unique Subscribers Worldwide 185M1 Average Unique Viewers Per Month AUDIENCE AND REACH Source: 1. Superdata Research; Netflix Quarterly earnings
- 26. 26 AUDIENCE AND REACH Twitch users can use BlueStacks to stream mobile games
- 27. 27 More People Watch GFC than HBO, Netflix, ESPN, and Hulu Combined AUDIENCE AND REACH #1 YouTube Channel PewDiePie - comedic commentary while playing games 55.9M Subscribers #2 YouTube Channel HolaSoyGerman – comedy sketches in Spanish 31.9M Subscribers #3 YouTube Channel elrubiusOMG – comedic commentary in Spanish while playing games 24.8M Subscribers
- 28. 28 More features at launch Regular post-launch updates Events Robust live operations PLAYERS DEMAND MORE CONTENT LTV CHECKLIST
- 29. 29 SUMMARY SERVICE PROVIDERS TRADITIONALLY ONLY WORKING ON CONSOLE, NOW HAVE MOBILE CLIENTS. INCREASE IN COMPANIES OFFERING EXPERTISE WITH VIDEO PRODUCTION AND TWITCH INTEGRATION SERVICE PROVIDERS INCREASINGLY USED TO CREATE FEATURES & CONTENT FOR LIVE SERVICES MOBILE AUDIENCE MATURING PLAYERS ENGAGING VIA NEW PASSIVE & INTERACTIVE CHANNELS PLAYERS CONSUMING MORE CONTENT & QUICKER Trend Impact
- 30. 30 PROLIFERATION OF MOBILE DEVICES AND RAPID TECH ADVANCEMENTS
- 32. 32 Source: Experts Exchange I’ve got 2x the processing power than you do, Cray Cray. MOORE’S LAW DEMONSTRATED
- 33. 33 iPhone 3.5” 320x480, 163ppi 412 MHz PowerVR MBX 128MB 2 megapixel Iphone 3G 3.5” 320x480 412MhZ PowerVR SGX535 128MB 2 megapixel iPhone 3GS 3.5” 320x480, 163 ppi ARM Cortex A8, 600MHz PowerVR SGX535 256 MB 3 megapixel camera iPhone 4 3.5” 960x 640, 326 ppi AppleA4 1 GHz ARM A8 PowerVR SGX435 GPU 512 MB 720p HD video 30fps, LED Flash iPhone 4s 3.5” 960x640, 326 ppi Apple A5 Dual Core 1GHz ARM A9 Dual Core PowerVR 512 MB 1080p HD videos at 30fps iPhone 5 4” 1135x640, LCD 326 ppi Apple A6 Dual Core 1.3 Ghz ARM V7s Triple Core PowerVR 1 GB 1080p HD videos at 30fps iPhone 5S 4” 1136x640, LCD, 326 ppi Apple A7 Dual- Core 1.3 GHz ARMv8 64-bit Quad Core PowerVR 1 GB 1080p HD videos at 30fps iPhone 6 4.7” 1334x750, 326 ppi Dual-Core 1.3 GhZ ARMv8-a Quad Core PowerVR 1GB 1080p HD videos at 60fps iPhone 7 4.7” 1334x750, 326 ppi Quad-core 2.34GHz 6 core, PowerVR 2GB 1080p HD videos at 120fps iPhone 8 ? ? ? ? ? CameraRAMGPUCPUScreen (rear) 2009 2010 2011 2012 2013 2014 2016 TBA2007 2008 HAPPY 10th BIRTHDAY iPHONE
- 34. 34 Source: Experts Exchange WHAT ABOUT ANDROID?
- 36. 36 ANDROID FRAGMENTATION CONTINUES MORE DEVICES 2012 Source: Quartz Media LLC
- 37. 37 MANY WAYS TO INTERACT – RIPE FOR DISRUPTIVE INNOVATION EXISTING WAYS TO PLAY EMERGING WAYS TO PLAY SmartDevicesHHMORE WAYS TO PLAY MOBILE GAMES CrossPlatformPlayAR/VR Photo Credit: VR Today
- 38. 38 … AND WE CAN’T FORGET ABOUT AR/VR
- 39. 39 AUDIENCE SEGMENTS MOVING CLOSERTOGETHER VR REVENUE TO HIT $38B BY 2020 Worldwide Virtual Reality Revenue by Segment
- 40. 40 AR REVENUE TO HIT $120B BY 2020
- 41. 41 EMERGINGTECHNOLOGIES OPTIMISM AMONG SERVICE PROVIDERS HOWEVER
- 42. 42 AUDIENCE SEGMENTS MOVING CLOSERTOGETHER ONLY ¼ DEVELOPERS TRYING VR
- 43. 43 MANY INDUSTRIES ARE ADOPTINGVR/AR MUCH QUICKERTHANTHE GAMES INDUSTRY VR BEING LEVERAGED ACROSS MANY INDUSTRIES AUTOMOTIVE BMW, Audi, Porsche, KIA, Peugeot, Volkswagen, Volvo, Lexus, Chevrolet, and Honda have all embraced VR and are using it as part of their marketing strategy in 2017. Toyota used VR to educate parents and teens about the dangers of distraction with their TeenDrive365 campaign HOSPITALITY Several of the larger hotel chains have recently commissioned VR tours of all public facilities, allowing customers unrestricted 24/7 access to all public areas - even if they are currently being used for meetings. TripAdvisor is looking at creating virtual walk- throughs of restaurants, museums, and tourist attractions. HEALTHCARE Hospitals and healthcare providers began not only utilizing VR technology to stay on top of cutting edge medical procedures — such as robotic surgery and remote telesurgery — they also began leveraging it as a tool for medical training. RETAIL The North Face invested in VR technology in select store locations to give customers a one-of-a- kind experience while browsing for outerwear. They can virtually jump off a cliff or climb a mountain, creating a way for shoppers to not only look at how North Face products perform in the outdoors REAL ESTATE Sotheby’s is letting high-end buyers virtually walk through available homes using headsets. Not only does this allow clients to see multiple homes quickly without ever leaving the office, it tracks their eye and head movements— offering a glimpse into the specific features clients are interested in. FOOD & BEVERAGE For Nescafe, VR is a way for the brand to promote transparency and sustainability to Millennial consumers. They recently partnered with Google Cardboard to create an app allowing mobile phone users to get a 360 degree view of the coffee fields in Brazil— giving them an experience when it comes to the origins of their beverage, rather than reading words of a box EDUCATION Google recently launched Google Expeditions, a program that allows students to take virtual trips around the globe, and even into space.
- 44. 44Source: The Nielson Company 360 Report WHAT DOES THE FUTURE HOLD?
- 45. 45 SUMMARY INCREASE DEMAND FOR PORTING, QA, DEVICE CERTIFICATION INCREASED DEMAND FOR AI DEVELOPMENT, COMPLEX SERVER SIDE ENGINEERING AND 3D HIGH FIDELITY ART STUDIOS SERVICE PROVIDERS GETTING AHEAD OF DEMAND COULD SPELL TROUBLE. PROCEDURAL ART COULD DECREASE NEED FOR EXTERNAL SUPPORT. INCREASE IN # DEVICES AND PLATFORMS WITH PLAYERS EXPECTING CROSS-PLATFORM EXPERIENCES DEMAND FOR DEEPER, RICHER, HIGHER QUALITY MOBILE EXPERIENCES NEW TECHNOLOGIES OPENING UP OPPORTUNITIES FOR OPEN WORLD GAMES. Trend Impact INCREASED DEMAND FOR 3D REALTIME ANIMATION PROVIDERS NON GAMES INDUSTRY ADOPTING VR/AR AT A MORE RAPID PACE THAN THE GAMING INDUSTRY
- 46. 46 SUMMARY OF TRENDS AND IMPACT ON EXTERNAL DEVELOPMENT GEOGRAPHIC EXPANSION MORE WAYS TO PLAY GREATER ACCESSIBILITY AND DIVERSITY DEMAND FOR DEEPER & RICHER GAMES REGULAR LIVE SERVICES RELEASES MOBILE TECH ADVANCEMENTS DEEPER ENGAGEMENT NEED FOR MORE CONTENT
- 47. 47 QUESTIONS?
Hinweis der Redaktion
- How many of you are familiar with EA?
- How many of you are familiar with EA?
- How many of you are familiar with EA?
- As part of XDI’s strategic role at EA, we need to take that information and then figure out why.
- The question becomes why…?
- 86.5 Billion
- Huge growth in emerging market. China is now higher than the U.S. Previously, if you wanted to play game you needed to go to the shop, purchase a disk/tape and load them Text-based games NFS, J2ME device APAC territories will generate $51.2 billion (47% of the global total) in 2017, Newzoo said, and China will be responsible for one quarter of all global game revenues, reaching $27.5 billion this year. That's notable because it outpaces the US games industry, which is expected to reach $25.1 billion. Mobile revenues in China, expected to be led mostly by Tencent and NetEase, should come in at $11.2 billion for 2016, Newzoo said, and that's expected to rise to $14.6 billion this year. Even without China, Japan and Korea, the rest of Asia is expected to be the fastest-growing region in the world in the coming years, with total game revenues growing to $10.5 billion in 2020, up from $4.5 billion last year. North America remains a massive market as the second largest region with estimated revenues of $27.0 billion in 2017 (up 4% year-on-year). That growth, although less impressive, will also be driven by mobile, which is not yet saturated. "Growth is fueled by a combination of a higher share of spenders as well as average spend per paying gamer. We see the same trend in EMEA which we expect to reach $26.2 billion in 2017. Latin America will grow to $4.4. billion in game revenues this year,"
- 86.5 Billion
- Huge growth in emerging market. China is now higher than the U.S. Previously, if you wanted to play game you needed to go to the shop, purchase a disk/tape and load them Text-based games NFS, J2ME device
- Originally companies only focused on the core gamer. Many who would not say they are a gamer have at least one game on their phone Now everyone is playing through them mobile devices Gen Z – now reaching 18 years of age – they have grown up with tech since birth. 2.8 billion representing 2/3 of the world’s population…
- Industry has transformed to be both an interactive and passive form of entertainment Avatar largest grossing film in history. The studio was so successful that it actually ran a minute-long ad during the Super Bowl 2015 for Clash of Clans to attract new players. That commercial likely cost the company around $9 million just for the airtime, and it starred international movie star Liam Neeson.
- In terms of passive form of entertainment…. Netflix has Watching games Increased from 45 million in 2014 16 billion minutes watched per month Big Bang Theory = 14.9 million average Season 8 Sunday Night Football 2015 = 22.5 million high female representation (46%) and high average income ($58K in the US).
- In terms of passive form of entertainment…. Netflix has Watching games Increased from 45 million in 2014 16 billion minutes watched per month Big Bang Theory = 14.9 million average Season 8 Sunday Night Football 2015 = 22.5 million high female representation (46%) and high average income ($58K in the US).
- The importance of designing for LTV is becoming paramount of CPIs are skyrocketing. CPIs are increasing as more big brands enter the mobile gaming space and organic discover becomes next to impossible.
- Gordon Moore, co-founder Intel predicted 1965 Electronics Magazine that # of transistors in an integrated circuit would double every two years.
- 1985 Cray 2 supercomputer vs. 2012 iPhone 5 2x the processing power (27 years)
- More powerful devices: Support AAA bigger games – missing 5C, iPhone SE, 6splus… rumors suggest a radical redesign for iPhone 8. A11 chip, 3GB plus of memory, Maybe edge to edge display, Touch ID built in? No home button?
- 1 S6 is to 5 PS2’s (based on GFLOPs. CPU Speed, RAM)
- Support AAA bigger games – these titles require more features, and more partners being leveraged for 3D art production, a lot of games moving toward photo realistic art – leveraging partners to build the titles
- Proliferation of devices more fragementation: testing across devices for QA , device cert, and external partners for porting
- Proliferation of devices
- This means in the games industry we aren’t looking at using partners quite yet as it’s difficult to build an experience that is sticky and makes money but many other industries are looking at VR.
- Not going to cover in detail but as you can see many industries are embracing VR Automotive, Hospitality, real estate, etc. Unreal is opening a commercial division – the big question is will the resources be available when the gaming industry decides to leverage them?
- Metaverse, Machine learning, neural networks…
- In an hour you are going to hear from a panel of experts on external development. One of the questions posed will be on how they have seen a growth in the need for new content so they will cover that during the panel.