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A Primer on Online Casual Gaming in India

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A Primer on Online Casual Gaming in India Beyond the tipping point A primer on online casual gaming in India March 2021 June 2021 home.kpmg/in Contents Introduction: Aiming for the stars 06 Online casual gaming value chain: 14 The what’s what and the who’s who Market metrics: David 22 becoming Goliath Cashing in the currency: Upping 30 advertisement monetisation Consumer and monetisation: 36 Consumers and the colour of money Themes of play: The future 44 of gaming Conclusion 55 © 2021 KPMG Assurance and Consulting Services LLP, an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited, a private English company limited by guarantee. All rights reserved. Foreword Gamechilling is something that has emerged in the world at 420 million1, the monetisation over the last 12 months, as a direct consequence levels in terms of Average Revenue per User of the pandemic, resulting in the business of (ARPU) are amongst the lowest in the world. online gaming turning into a serious opportunity, Also, unlike developed global gaming countries, and generating tremendous interest amongst advertisement-led monetisation is something that corporates and investors alike. When we compare is still significant in India and is likely to remain so India to global gaming markets, the definition in the future. of online gaming and classification into various That isn’t to say that Indians aren’t ready to pay segments, with exclusions such as gambling, is for online casual gaming. Some successful Battle divergent, complex and at times, confusing. Royale and casual games like ‘Ludo King’ have The purpose of this report is to simplify what yielded good results when it comes paid user online gaming, and especially online casual conversions. COVID-19 has also lent a hand to gaming means and how it can be seen through increased consumer monetisation in terms of paid various cuts. We have chosen to take a deep dive user conversions, and incentivised advertising into the world of online casual gaming in India, as has also been on the rise of late. We foresee it is the largest segment in terms of consumption. a very strong growth for online casual gaming We aim to showcase the entire value chain of sub-segment in India, likely to grow to INR 169 online casual gaming as it exists today as well billion in FY25, from a size of INR 60 billion in as the landscape. We also highlight the market FY211. What is likely to drive this growth is both potential for online casual games and the aspects demand side factors such as growth in digital which need to be considered to build successful infrastructure, a young population and increasing monetisation models across Ads and In App adoption of digital payments; as well as supply Purchases (IAPs). Finally, we take a look at some side factors such as increasing supply of world of the trends that are likely to define online casual class gaming titles due to Indian studios achieving gaming going forward. scale, active investor interest, localisation of gaming content and ecosystem growth factors As we mentioned at the beginning, COVID-19 such as adoption of Esports in India. has been the proverbial tipping point for the consumption of gaming in India. With people Over the long term, developments like the advent being forced to stay indoors for an extended of cloud gaming (although in an emerging state period of time in 2020, and now in 2021 as well; globally) has the potential to transform access and online gaming as a form of entertainment has well consumption of games for the Indian population, and truly come to the fore. With games adding where device investments have always been social elements to their product, and people a constraint. This coupled with growth in looking at gaming as a proper means to take a investments in the gaming ecosystem, increasing break from work, almost all the metrics, be it the scale of Indian studios and the adoption of game downloads, average time spent on gaming, emerging technologies such as Augmented or the conversion from a Daily Active User Reality/Virtual Reality (AR/VR) and Artificial (DAU) to a paid user; are operating at a higher Intelligence (AI); is likely to ensure that the Indian new normal as compared to the pre COVID-19 online casual gaming market remains on track to lockdown time. be amongst the fastest growing gaming markets globally. Having said that, inspite of India being home to the second largest base of online casual gamers We hope you find the findings of our study useful. Satya Easwaran Girish Menon Partner and Head Partner and Head Technology, Media and Telecom Media and Entertainment 1. KPMG in India analysis, 2021, based on primary and secondary research © 2021 KPMG Assurance and Consulting Services LLP, an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited, a private English company limited by guarantee. All rights reserved. Evolution of online casual gaming 1. KPMG in India analysis, 2021, based on primary and secondary research 2. KPMG Media and Entertainment Report, 2020 3. Broadcast Audience Research Council Insights, KPMG in India analysis, 2021, based on secondary research 4. KPMG in India analysis, 2021, based on primary and secondary research 5. KPMG in India analysis, 2021, based on secondary research 6. KPMG in India analysis, 2021, based on primary and secondary research 7. KPMG in India analysis, 2021, based on primary and secondary research 8. Based on industry discussions 9. KPMG in India analysis, 2021, based on primary research 6 Introduction: Aiming for the stars © 2021 KPMG Assurance and Consulting Services LLP, an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited, a private English company limited by guarantee. All rights reserved. Beyond the tipping point - A primer on online casual gaming in India 7 The pandemic, with all its ongoing tragic The Pre-COVID-19 period saw consequences, did end up providing a significant bump up to online gaming, both globally and in sustained and rapid growth India, as people across demographics took to The Indian online gaming market has seen a gaming in a major way as a form of escapism and tremendous growth in the years leading upto the entertainment. Some of the key triggers for this pandemic, with an increase in both the number acceleration in online gaming were: of gamers as well as user engagement levels. 1. An overall increase in online and media From ~250 mn gamers at the end of FY18, the consumption owing to people staying home numbers of gamers in India grew to ~400 mn during the lockdown and working from home by the mid of CY20, the second largest base of 2. Virtual social interactions replacing the physical online gamers in the world after China.1 interaction time between family and friends. This growth was on the back of This manifested into a strong interest in • Technology infrastructure development multiplayer games with a social element to through them • Availability of high-speed internet and 3. An uptake in digital transactions, which affordable data prices post the launch of 4G coupled with an increase in gaming services by operators in late 2016 consumption, resulted in higher monetisation for casual games. • Rapid growth in the digital payments infrastructure, which saw a boost due to Though there has been some normalisation demonetisation and the government’s focus since the early days of the lockdown during on Unified Payments Interface (UPI) Q1FY21, most of the key metrics are operating at a higher new normal as compared to the pre- • Growing device penetration with close to pandemic era. However, with the second wave ~500 mn2 smartphones in the country at the of COVID-19 in India currently being experienced, end of FY20 (including smart feature phones) and further lockdowns announced in many parts • Rapid expansion in supply and quality of of the country, online gaming consumption is games with availability of high quality global likely to see another uptick in this period. and Indian titles, wherein the likes of Ludo As a result, the online gaming industry is on a King and Teen Patti appeared at the top of the significant growth trajectory across both user and app store charts monetisation metrics. With the growing digital COVID-19 – The tipping point for penetration and sophistication across India, the gaming segment will be a key beneficiary and online gaming in India will likely rival other key traditional forms of media and entertainment in both size and scale. India mobile game downloads (in bn) Accelerated growth in Q2 ‘20 due to COVID-19 +50% +7.4% 2.9 2.7 1.8 Q1 2020 Q2 2020 Q3 2020 Source: KPMG in India's media and entertainment report, 2020 1. KPMG in India analysis based on industry discussions 2. KPMG in India analysis based on industry discussions © 2021 KPMG Assurance and Consulting Services LLP, an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited, a private English company limited by guarantee. All rights reserved. 8 Beyond the tipping point - A primer on online casual gaming in India Breaking it down Overall state of the gaming market in India3: FY21 FY 21 Users (in mn) Revenues (in INR bn) 433 136 Categorisation of the online gaming market in India: By device: Mobile/ Tablet Console PC/ Laptop By game category and genre: Sub-segmentation of the market by the game genre Real Money Games Casual Online Fantasy Sports: (OFS) (RMG: Card/casino games) Casual/ Hyper-casual Classic Mid-core Hard-core By monetisation model: Subscription Ad revenue In-app purchases Commission By gamer skill: Casual Mid-core Hardcore Professional 3.
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