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Marketing & Entrepreneurship

Marketing & Entrepreneurship. #2. Meet ( some of) your markets Arjan Terpstra. What’s up?. Marketing/ markets for games/ gaming. What’s up?. Marketing/ markets for games/gaming (sorry, no interaction design). What’s up?. Marketing/ markets for games/gaming

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Marketing & Entrepreneurship

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  1. Marketing & Entrepreneurship #2. Meet (some of) yourmarkets Arjan Terpstra

  2. What’s up? • Marketing/marketsfor games/gaming

  3. What’s up? • Marketing/marketsfor games/gaming • (sorry, no interaction design)

  4. What’s up? • Marketing/marketsfor games/gaming • (sorry, no interaction design) • A basic analysis of big games markets (console, PC/Mac, handheld, mobile) and big market trends

  5. What’s up? • What we know: (some) games markets in figures • What we know: games markets NL • Trends in entertainment games • Trends in applied games • General Trends

  6. 1. games markets in figures • What do we knowabout the size of games markets, andhow do we knowit?

  7. 1. games markets in figures • What do we knowabout the size of games markets, andhow do we knowit? • ‘Market research companies’

  8. 1. games markets in figures • What do we knowabout the size of the games industry, andhow do we knowit? • ‘Market research companies’

  9. 1. games markets in figures • Worldwide revenueof total games industry (Newzoo): 75,5 billion USD (2014)

  10. 1. games markets in figures (Gross National product of countries 2011)

  11. 1. games markets in figures • Worldwide revenueof total games industry (Newzoo): 75,5 billion USD (2014) • Prediction 1 (Gartner): 111 billion USD in 2015, ‘mobile and console sales’ are boosters.

  12. 1. games markets in figures • Worldwide revenueof total games industry (Newzoo): 75,5 billion USD (2014) • Prediction 1 (Gartner): 111 billion USD in 2015, ‘mobile and console sales’ are boosters. • Prediction 2 (DFC Intelligence): 100 billion USD in ‘software sales’ by 2018 (from 64).

  13. 1. games markets in figures • Worldwide revenueof total games industry (Newzoo): 75,5 billion USD (2014) • Prediction 1 (Gartner): 111 billion USD in 2015, ‘mobile and console sales’ are boosters. • Prediction 2 (DFC Intelligence): 100 billion USD in ‘software sales’ by 2018 (from 64). • Prediction 3 (DFC Intelligence): PC market 2014 : > 25 billion USD revenu (first time). ‘Core gamers spend more on games than ever before’

  14. 1. games markets in figures • Prediction 4 (PWC): Mobile market > 15 billion USD in 2018 (from 7 billion in 2013)

  15. 1. games markets in figures

  16. 1. games markets in figures • Prediction 4 (PWC): Mobile market > 15 billion USD in 2018 (from 7 billion in 2013) • Prediction 5 (DFC Intelligence): Mobile market > 29 billion USD in 2018 (from 11 billion in 2013)

  17. 1. games markets in figures • Prediction 4 (PWC): Mobile market > 15 billion USD in 2018 (from 7 billion in 2013) • Prediction 5 (DFC Intelligence): Mobile market > 29 billion USD in 2018 (from 11 billion in 2013) • Console industry (Gartner): 44 billion USD (2013) • Handheld industry (Gartner): 15 billion USD (2013)

  18. 1. games markets in figures • Worldwide revenueof total games industry (Newzoo): 75,5 billion USD (2014)

  19. 1. games markets in figures • Worldwide revenueof total games industry (Newzoo): 75,5 billion USD (2014) • But….

  20. 1. games markets in figures

  21. 1. games markets in figures = 91 billion USD (> Newzoo’smarket prediction, 75,5)

  22. 1. games markets in figures • Worldwide revenue(Newzoo): 75,5 billion USD in 2014 • ‘Our’ market forecast: 91 billion USD in 2014 • But: Gartners’ forecast: 101,6 billion USD in 2014

  23. 1. games markets in figures • Gartners’ forecast: 101,6 billion USD in 2014

  24. 1. games markets in figures • Recap: • Figuresfor the international games industryvarywildly – between 75,5 and 110 billion in grossrevenue. • The numbers are invariably high – oftencomparablewithfigures on the film industry (88 billion USD grossrevenue) • All market predictionsforesee a futuregrowth of 9-11 percent per annum.

  25. 2. Games market NL

  26. 2. Games market NL • There’s a lot we DON’T know!

  27. 2. Games market NL • Question: is there a ‘Dutch games/gaming market?’

  28. 2. Games market NL • Question: is there a ‘Dutch games/gaming market?’ • Yes: in retail, localised App Stores, with Xbox One • No: part of ‘Europe’, ‘Western Europe’

  29. 2. Games market NL • Size? • 2012 (PWC): Dutch gaming market = 703 million Euro.

  30. 2. Games market NL • Size? • 2012 (PWC ‘global media outlook’): Dutch gaming market = 703 million Euro. ‘2016: 724 million Euro’

  31. 2. Games market NL • Size? • 2012 (PWC ‘global media outlook’): Dutch gaming market = 703 million Euro. ‘2016: 724 million Euro’ • Want toknow more?

  32. 2. Games market NL • Size? • 2012 (PWC ‘global media outlook’): Dutch gaming market = 703 million Euro. ‘2016: 724 million Euro’ • Want toknow more?

  33. 2. Games market NL • …solet’s talk a bit about the Dutch gaming industry….

  34. 2. Games industry NL • Size of totalrevenue: (Games monitor 2012): 150 – 225 millionEuro. • (worldwide: 75,5 billion USD = 58,5 billion Euro)

  35. 2. Games industry NL

  36. 2. Games industry NL • (Games monitor 2012): 150 – 225 million Euro revenue. • Well-connectedandinformalinfrastructure • Growingconnectivitybetween schools andworking field • High quality training • Goodconditionsforstartupsthroughnetworks, incubators, seedfunding et cetera. • A growingnumber of funds for games studio’s

  37. 2. Games industry NL • ‘Approximately half of the revenuecomesfromapplied/serious gaming’. • B2B market!!!!

  38. 2. Games industry NL • Ca. 330 game companies (but: what is a game company?)

  39. 2. Games industry NL • Ca. 330 game companies (but: what is a game company?)

  40. 2. Games industry NL • Ca. 330 game companies (but: what is a game company?)

  41. 2. Games industry NL • Ca. 330 game companies • Ca. 3000 peopleemployed • Many small firms (indies or applied) making games • ’70% of Dutch firms has a maximum of five people in it’ • ’Only ten firms have more than 50 staff’

  42. Trends in entertainment games

  43. Trends in entertainment games • Trends? Markets? • Twoquestions: • 1. “What are the market trends that are important foryour business? ” • 2. “What are yougoingto do withthatknowledge?”

  44. Trends in entertainment games • Trends: console (Xbox360/One, PS3/4, Wii/Wii U)

  45. Trends in entertainment games • Trends: console (Xbox360/One, PS3/4, Wii/Wii U) • - Next gen consoles needto prove themselves in their second andthirdyears. (in terms of hardware, software and service sales)

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