Decoding The Gaming Audience

MMA Webinar Series June 15, 2020

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7 MANAGING YOUR QUESTIONS Share the Insights

#MMAWeb PRESENTER Martyn U’ren Head of Research, Asia Pacific and MENA

MODERATOR/HOST Shanti Tolani Country Manager Indonesia Mobile Marketing Association Decoding the gaming audience Poll: What do you think is the most talked-about game of 2020?

• Animal Crossing • Fortnite

• League of Legends • PUBG Poll: What do you think is the most talked-about game of 2020? Martyn U’ren @martynuren How’s #circuitbreakersg dinner took a bit longer tonight - but thanks @IdrisUren (plasters are for show no fingers we’re hurt)

08 Apr 2020 Martyn U’ren

Head of Research, APAC & MENA, Twitter

@martynuren APAC Gaming 2020 Not a new trend but an accelerated one Strong position to offer more than TV?

Source | Twitter Internal, conversation data around Gaming, 1 Jan 2020 - 31 Mar 2020, location: ID/MY/PH/SG/TH, retrieved Apr 2020. 1990 2000s 2010s 2020s

Gaming Consoles Move into more Rise of Mobile Rise in a different were popular portable gaming gaming methods

Atari 2600 VCS PS2 Nintendo Wii U2 Animal Crossing Nintendo Entertainment ’s Candy Crush Saga increases in popularity System Nintendo release DS (2012) PS5 Coming soon Nintendo’s Gameboy Sony’s Playstation PS, PS4 Pro Genesis Portable Pokemon GO (2016) Sony’s Playstation X360 PUBG Fortnite Pre- installed, Snake Cross Fire Just Dance Angry Birds (2009) Hyper Casual Gaming Plants vs Zombies (2009) Gaming Timeline Source | Twitter MI&A APAC | https://www.techtimes.com/articles/57048/20150604/gaming-go-future-mobile-vs-consoles.htm unique online viewers for the “League of Legends” World Championship finals in South Korea 100M in Nov. 2018 VS 98M Number of viewers during the Super Bowl 2018

Source | Twitter MI&A APAC Tweet

B/R Gaming @BRGaming

The best Fortnite player in the world

16-year-old @bugha takes the Fortnite World Cup Solos title and wins #3M Viewers5M up to date on Twitter for the best Fortnite solo player in the world

5M views Source | Twitter MI&A APAC 5:03 AM · 29/7/19 · Twitter Media Studio +28%the Twitter audience is more likely to play games (online, on their phone, or on a console) vs. online population

Source | Kantar Twitter Audience Deep Dive Research, market: APAC APAC Gaming conversation is rising

Source | Twitter Internal data, Gaming, JAPAC(SG, ID, MY, TH, PH, AU, IN, JP), April 1st 2019 - May 11th 2020. COVID boost APAC Gaming +55% conversation is rising April 2020 yoy

Source | Twitter Internal data, Gaming, JAPAC(SG, ID, MY, TH, PH, AU, IN, JP), April 1st 2019 - May 11th 2020. 247MTweets about Gaming across APAC in April

Source | Twitter Internal data, Gaming, JAPAC(SG, ID, MY, TH, PH, AU, IN, JP), April 2020. 103M Unique Authors

Source | Twitter Internal data, Gaming, JAPAC(SG, ID, MY, TH, PH, AU, IN, JP), April 2020. Gaming 2020 16.7M Tweets around Animal crossing from 1- 12 May 2020 globally

Source | Twitter Internal data, May 2020 Having fun but also staying connected to friends - especially for GenZ in SEA

Source | Twitter Internal data, May 2020 Tom Nook UK @AC_Isabelle

[News] The musicians behind the main theme of #AnimalCrossing : New Horizons have come together virtually for this special performance. We hope you enjoy it! #ACNH

Source | Twitter Internal data, May 2020 views of Fortnite Party Royale LIVE on Twitter 1.1M

Source | Twitter Internal data, May 2020 Source | Twitter Internal data, May 2020 Audience of the Gaming audience on Twitter Twitter users want to see have taken an action on Twitter more from Gaming brands 92% 91%

Source -Kantar | Kantar TNS Twitter ConsumerTNS Twitter Deep Dive ConsumerSurvey, 2018 Deep Dive Survey, APAC, 2018 94% Weekly or more often 78% Daily or more likely 62% Constantly or Multiple Times a day Twitter Activity for Gamers Source | Kantar TNS Twitter Consumer Deep Dive Survey, APAC, 2018 48% follow brands on Twitter

Source | Kantar TNS Twitter Consumer Deep Dive Survey, APAC, 2018 Understand the behaviour and needstate of gaming during COVID

Source | Twitter Internal, conversation data around Gaming, 1 Jan 2020 - 31 Mar 2020, location: ID/MY/PH/SG/TH, retrieved Apr 2020. Levelling up during COVID-19

Analysis of 5M tweets Insights into the conversation (Jan-Apr 2020) SEA - TH, ID, SG, MY, PH Gaming Need States Breaking down the 4 main need states for mobile gamers by their motivation and preference towards gaming Achieving Thrill Seeking Unwinding Exciting Most likely to • Racing Games • Strategic Games • Puzzle games • Up to 7 Genres with play: • Educational Games • Action & Arcade Games no preference • Sports Games • Role- Playing Games

Why they • Poses a new • Generates excitement • Generates • Generate excitement download: challenge • Poses a new challenge excitement • Poses a new • Has high quality • Links to real life interests • Links to real-life challenge graphics interests • It’s a new genre/ • Has good reviews type of game

Why they • Finished the game • Got bored • Got bored • Got bored uninstall: • Took too much • Took up too much • Took up too much • Took up too much memory memory memory memory • Got bored • Finished the game • Finished the game • Finished the game

Kantar TNS, “APAC Mobile Gaming Study Cross Market Report,” October 2018 COVID-19 triggered need states: Socialising. Normalising. Idling Socialising Normalising Idling Most confined within their With the pandemic disrupting Restricted movement limits the own homes, individuals are everyone’s lives one way or activities that can be done turning to games to stay another, individuals are turning indoors, and gaming serves as connected with their friends to games to seek some form of an outlet to pass time during and families. normalcy in their daily routine. this mundane period. SG TH Socialising ID PH MY Staying connected to Family and Friends Not keen to Connect Most socialising Username @handle

Just my boyfriend I being cute in #ACNH Singapore Friends and partners are virtually spending time together by having their game characters interact in the same space within games like Animal Crossing and Minecraft.

Username @handle Username @handle

nampak macam best je main game dekat instagram story. tapi followers aku ramai yang tak mesra alam hahshshahs

masa aku buat question pun, Malaysia followers dari twitter jugak Not limited to friends, social yang reply. ada baik aku main activities also prioritise family time twitter je. as well as getting to engage with netizens online Translate

Although it seems like playing IG games is fun, my followers are less friendly. When I ask questions, its always Twitter Username @handle

The official PUBG MOBILE Thailand competition for prizes worth Socialising in gaming has been led over 2 million baht by Esports groups who have launched “Esports from home” tournaments to keep people from going out MY SG TH PH ID Normalising Seeking normalcy in their daily routine Part of Normal Routine Escape from Reality Username @handle

I really can’t understand boredom during the CB like seriously do y’all not have things to do. Singapore ⁃ organising room/house ⁃ Cleaning Amidst the Circuit Breaker, people ⁃ laundry are balancing their daily routine of ⁃ more cleaning work, studying and chores with ⁃ binging shows some form of gaming involved. ⁃ talking to friends online Some have even hosted ⁃ gaming graduation ceremonies in games ⁃ eating like Minecraft. Few days in quarantine, I’ve picked up a new book, played some games with my little brother, spent time with my mom, made some videos with my nephews and learned a Malaysia new song on my piano. Individuals use games as their way Username to continue with mundane daily @handle routines, especially during a time of restricted movement. I like to open animal crossing a few times a day just to run around the island for like 20 minutes not do anything, just run around, it’s relaxing Username @handle

คอทกวนนเบอมากๆอะ อยแตบาน เลนเกม ดหนงเลนโทรศพท กน นอน

Thailand Translate Gaming has been promoted to During this situation, gaming relieve stress during the pandemic. can help you relax and minimise stress.

Username @handle

องคกรอนามยโลก แนะนวาควร Username @handle "Keluarga Sim-ku hidup bahagia walau di dunia nyata sedang terjadi pandemi, dan aku ikutan senang melihatnya.”

Indonesia Translate Gaming plays less of a cohesive My SIMS family is living in role, where individuals are not as bliss though the world is keen to chat or establish a facing a pandemic, I’m happy relationship through the channels to have that. Username @handle

This lockdown has got to my fiancé… I said to him Philippines “apparently there was a meteor shower tonight” and he asked Filipinos have not just used games as whether irl or in #ACNH a venue to hangout with friends but also to have creative collaboration with them (especially with games like Animal Crossing and Mindcraft). Key Insights for targeting

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Gaming exposes differences in purchasing power

Singapore vs. Thailand Key Insights for targeting

1 2

Gaming exposes Need-state differences in fulfilment reduces purchasing power $ barriers

Singapore vs. Thailand eSports Thailand now carries greater value Key Insights for targeting

1 2 3

Gaming exposes Need-state Indonesia struggles differences in fulfilment reduces with connectivity - purchasing power $ barriers look towards offline gaming Singapore vs. Thailand Esports Thailand now carries greater value Key Insights for targeting

1 2 3 4

Gaming exposes Need-state Indonesia struggles Malaysia female differences in fulfilment reduces with connectivity - gamers more purchasing power $ barriers look towards offline focused on gaming developing an Singapore vs. Thailand eSports external connection Thailand now carries greater value Key Insights for targeting

1 2 3 4 5

Gaming exposes Need-state Indonesia struggles Malaysia female Philippines & differences in fulfilment reduces with connectivity - gamers more Thailand expressions purchasing power $ barriers look towards offline focused on of normalising gaming developing an focused on eSports Singapore vs. Thailand eSports external connection conversations Thailand now carries greater value Level 2

Accelerated Interactive Twitter

Gaming conversation Delivering key need Connecting to the has been boosted and states to connect with gaming conversation continues to rise friends - an advantage over TV? Connect with what's happening in Gaming and eSports with Amplify Sponsorships Esports General Gaming Always on Get Inspired The Game: Expo

Gaming Convention / Location : (@XBoxANZ) Attendance: 70K Player: XboxANZ (@XboxANZ) Challenge: Generate Brand Awareness, Increase Brand Affinity, Connect with growing network of gamers First View Auto Reply Promoted Trend Xbox’s Successful Results Drive real-time engagement during E3 2020

Benchmark Rate Overall Sentiment Share Voice +30% +2x +20% Thank you. @martynuren Poll: What kind of gamer are you?

• Mobile gamer • PC gamer

• Console gamer • I’m not a gamer - sorry :) Poll: What kind of gamer are you? Q&A Time Thank you! Decoding The Gaming Audience

MMA Webinar Series June 15, 2020

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