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Decoding the Gaming Audience Decoding The Gaming Audience MMA Webinar Series June 15, 2020 In Partnership with: MMA IS 800+ MEMBERS STRONG GLOBALLY MARKETERS, AGENCIES, MEDIA SELLERS, TECHNOLOGY & OPERATORS MMA PURPOSE WHO The People We Serve Prime Audience: Chief Marketers By helping Marketers do Mobile better, everyone wins. MMA membership represents Marketers, Agency, Media and Technology Enablers from across the globe. WHY Our Reason for Being Mission:To accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. WHAT Our Strategic Priorities Cultivating Building Capability Demonstrating Advocacy Inspiration for Success Measurement and Impact Aimed at the Chief Marketer; Fostering know-how and Proving the effectiveness and Working with partners and guiding best practices and confidence within the Chief impact of mobile through our members to protect the driving innovation Marketer's organization research providing tangible ROI mobile marketing industry measurement and other data 3 MMA: RESHAPING THE FUTURE OF MOBILE MARKETING SMoX Brand Safety Council . Mobile ROI Marketing Attribution To Rethink Marketer Brand Research Think Tank Mrktg Org Safety Council Industry Working Guidelines & MM25 Marketer Shared Groups Best Practices Peer Group Knowledge of 800+ Members Driving the Future of Viewability, Location, Tackling Core Issues Entire Mobile Marketing & Mobile Native for Marketers Ecosystem Worldwide SMARTIES CEO & CMO 1,000+ Mobile 30+ MMA Events Summit Case Studies Awarding Best in Class Mobile Annual Mobile Think Inspiring Creative Spread across 20 Campaigns Tank Innovation Countries UPCOMING WEBINARS June 17 - Social Commerce: The Next Normal? June 19 - #ShapingTheFuture with Mobile Economy & Advertising ….there is no Playbook for this June 25 – The Marketer’s Guide to Fighting Marketing & Mobile Fraud June 25 – Using Artifical Intelligence and Data to Transform Marketing June 26 - #NewBusinessModels through Venture Building: Ideate, Incubate, Accelerate July 3 - #Energizing Customer Experience & Communication https://www.mmaglobal.com/webinars https://www.mmaglobal.com/marketersupporthub/weareinittogether MMA PROGRAMS & INITIATIVES Our programs and working groups consist of executives who discuss key issues for a specific industry segment, technology or business issue. The programs and working groups meet on an ongoing basis to develop and execute industry initiatives that reflect the needs of their initiative area and membership. Currency Internet of Location Mobile Mobile Measurement Things Games Messaging Mobile Native Mobile Mobile Shopper Mobile Privacy Advertising Programmatic Marketing Video Enroll by emailing [email protected] 7 MANAGING YOUR QUESTIONS Share the Insights #MMAWeb PRESENTER Martyn U’ren Head of Research, Asia Pacific and MENA Twitter 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 Microsoft’s Xbox Candy Crush Saga increases in popularity System Nintendo release DS (2012) PS5 Coming soon Nintendo’s Gameboy Sony’s Playstation PS, PS4 Pro Sega 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.
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