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US EU* UK GER FR IT ES BE NL RU BR PL TR AUS JP CN<br />
2012 Country<br />
Summary Report<br />
The Netherlands<br />
Featuring fresh research results on<br />
The Dutch Games Market<br />
Wybe Schutte | Manager New Business | wybe@newzoo.com<br />
Peter Warman | CEO <strong>Newzoo</strong> | peter@newzoo.com<br />
November 2012<br />
© 2012 <strong>Newzoo</strong> | www.newzoo.com
The Netherlands Summary Report<br />
Fresh data on the gaming market in the Netherlands<br />
About this Dutch Summary Report<br />
This <strong>report</strong> gives a high-level overview of the Dutch Games Market based on fresh<br />
research and analysis of <strong>Newzoo</strong> and partners. Find out where the growth will be in the<br />
Netherlands and how the games market develops.<br />
Most of the data is derived from our <strong>Newzoo</strong> Data Explorer that our clients use to crossanalyze<br />
over 200 topics across all business models and market segments. This document<br />
also includes data plotted on our new Screen Segmentation Model TM comparing the<br />
Netherlands with Europe across the typical screens that consumers use to play games.<br />
Content of the <strong>report</strong><br />
1. Overview of the market<br />
2. Key trends: EU vs The Netherlands<br />
3. Gamers vs Screens: EU vs The<br />
Netherlands<br />
4. Mobile gaming<br />
5. All research topics<br />
6. Subscription offer<br />
7. <strong>Newzoo</strong> & Contact<br />
<strong>Newzoo</strong><br />
We combines Consumer, Transactional &<br />
Financial data to provide our clients with<br />
The Total Picture and Client-Specific<br />
Business Insights required to make smart<br />
strategio, development and commercial<br />
decisions. Find more info and free stuff<br />
on www.newzoo.com.<br />
Peter Warman<br />
CEO <strong>Newzoo</strong>,<br />
peter@newzoo.com<br />
+31 (0)20 6635816<br />
linkedin.com/in/warman<br />
© 2012 <strong>Newzoo</strong> 2
1. Dutch Games Market | 2012<br />
High-level overview of players, time and money<br />
© 2012 <strong>Newzoo</strong> 3
Casual game websites very popular<br />
65% of 8M Dutch Gamers<br />
© 2012 <strong>Newzoo</strong> 4
Casual websites attract most game time<br />
37% of game time spent on casual & social websites<br />
© 2012 <strong>Newzoo</strong> 5
Mobile games spending continues to grow<br />
Consoles take 45% of money incl. second-hand, import, DLC<br />
© 2012 <strong>Newzoo</strong> 6
2. Key Trends<br />
Monitoring & Understanding Change<br />
© 2012 <strong>Newzoo</strong> 7
Monitoring Change | KPIs<br />
To size and seize future growth opportunities<br />
Most <strong>report</strong>s on the games market focus on number of players and/or<br />
money. To monitor and understand the changes in the games market this<br />
is not enough, especially now free-to-play business models are becoming<br />
so dominant. We always also <strong>report</strong> on Time and number of Paying<br />
Gamers (Payers) to provide more perspective.<br />
Games Market Growth
time<br />
Key Growth Indicators | With Key Trends In Between<br />
payers<br />
2011-2012<br />
+5%<br />
2011-2012<br />
+18%<br />
2011-2012<br />
+14%<br />
2011-2012<br />
+17%<br />
2011-2012<br />
-1%<br />
2011-2012<br />
+8%<br />
2011-2012<br />
+1%<br />
2011-2012<br />
+3%<br />
players<br />
money<br />
© 2012 <strong>Newzoo</strong> 9
free<br />
profit<br />
bizz models<br />
value<br />
The 4 Key Trends<br />
time<br />
Key Growth Indicators | With Key Trends In Between<br />
payers<br />
screens<br />
access<br />
services<br />
organisation<br />
players<br />
money<br />
© 2012 <strong>Newzoo</strong> 10
Luxembourg, here we are<br />
This place is about more than money….<br />
Consumers want continuous access games that are, in principle, free. Ideally,<br />
their game continuously improves and expands, as a service. If the game gives<br />
them value, they are more than willing to spend money.<br />
access<br />
free<br />
service<br />
value<br />
screens<br />
bizz models<br />
organisation<br />
profit<br />
Game companies need to make their games accessible via all screens as well as<br />
adapt their business models. The latter requires organisational change and a<br />
continuous balancing act between consumer value and company profit. Hard but<br />
it is the only way to remain profitable in this competitive market.<br />
© 2012 <strong>Newzoo</strong> 11
Key Take-Away<br />
Why big publishers struggle amidst all the change<br />
“free-to-play is not a<br />
business model but a way<br />
to run your business”<br />
- Peter Warman, CEO <strong>Newzoo</strong><br />
© 2012 <strong>Newzoo</strong> 12
3. Gamers and their Screens<br />
The Netherlands versus Europe<br />
© 2012 <strong>Newzoo</strong> 13
Consumers vs Screens<br />
<strong>Newzoo</strong> Screen Segmentation Model TM 22%<br />
21%<br />
of EU gamers (2012)<br />
play on all four screens<br />
of US gamers (2012)<br />
play on all four screens<br />
All Screens Connected By:<br />
• Social Networks<br />
• The Cloud<br />
• The Real World<br />
market growth<br />
14%<br />
of Dutch gamers (2012)<br />
play on all four screens<br />
© 2012 <strong>Newzoo</strong> 14
The Computer Screen | 2012<br />
<strong>Newzoo</strong> Screen Segmentation Model TM<br />
262M<br />
euro<br />
46%<br />
7.20M<br />
players<br />
91%<br />
64%<br />
payers<br />
2.28M<br />
64%<br />
hrs/week<br />
42.8M
The Entertainment Screen | 2012<br />
<strong>Newzoo</strong> Screen Segmentation Model TM<br />
178M<br />
euro<br />
31%<br />
4.09M<br />
players<br />
51%<br />
37%<br />
payers<br />
1.32M<br />
12%<br />
hrs/week<br />
8.22M
The Personal Screen | 2012<br />
<strong>Newzoo</strong> Screen Segmentation Model TM<br />
38.6M<br />
euro<br />
7%<br />
3.97M<br />
players<br />
50%<br />
22%<br />
payers<br />
0.78M<br />
13%<br />
hrs/week<br />
8.80M
The Floating Screen | 2012<br />
<strong>Newzoo</strong> Screen Segmentation Model TM<br />
94.0M<br />
euro<br />
16%<br />
2.64M<br />
players<br />
33%<br />
37%<br />
payers<br />
1.31M<br />
10%<br />
hrs/week<br />
6.65M
4. Mobile Gaming<br />
Smartphones, Tablets & Handheld Consoles<br />
© 2012 <strong>Newzoo</strong> 19
Mobile Gaming | EU vs the Netherlands 2012<br />
Smartphones vs Tablets vs Handhelds<br />
62.4M European* Gamers (47% of all gamers) | 4.01M Dutch Gamers (51%)<br />
Smartphone, Tablet or Handheld Console Gamers<br />
* Aggregate of UK, GER, FR, NL, BE, IT<br />
Smartphones<br />
Smartphones<br />
Tablets<br />
Tablets<br />
42%<br />
26.4M<br />
7%<br />
4.1M<br />
4%<br />
2.4M<br />
43%<br />
1.74M<br />
8%<br />
0.31M<br />
7%<br />
0.30M<br />
20%<br />
12.3M<br />
5%<br />
3.2M<br />
3%<br />
1.9M<br />
15%<br />
0.61M<br />
6%<br />
0.24M<br />
3%<br />
0.13M<br />
19%<br />
12.1M<br />
Handheld consoles<br />
17%<br />
0.68M<br />
Handheld consoles<br />
Source: <strong>Newzoo</strong> Mobile Trend Report, October 2012
Top 5 Games The Netherlands September 2012<br />
Based on total iPad, iPhone and Google Play store revenues<br />
Rank Game Last Month Publisher<br />
1 Clash of Clans 2 Supercell<br />
2 Ruzzle 4 MAG Interactive<br />
3<br />
Rage of Bahamut 3 Mobage, Inc.<br />
4 Kingdoms of Camelot: Battle for the North 8 Kabam<br />
5 Smurfs' Village 1 Beeline Interactive, Inc.<br />
Rank Game Last Month Publisher<br />
1 Clash of Clans 2 Supercell<br />
2 Smurfs' Village 1 Beeline Interactive, Inc.<br />
3 Hay Day 10 Supercell<br />
4 Kingdoms of Camelot: Battle for the North 5 Kabam<br />
5 Tap Paradise Cove 4 Pocket Gems, Inc.<br />
Rank Game Last Month Publisher<br />
1 Rage of Bahamut 1 Mobage<br />
2 Airport City 3 Game Insight International<br />
3 Smurfs' Village 2 Beeline Interactive, Inc.<br />
4 Blood Brothers (RPG) 45 Mobage<br />
5 Ruzzle 4 MAG Interactive<br />
© 2012 <strong>Newzoo</strong> 21
5. All Research Topics<br />
Available on the Dutch games market<br />
© 2012 <strong>Newzoo</strong> 22
<strong>Newzoo</strong> Data Explorer Topics<br />
Consumer Insights across all game business models<br />
Demographics<br />
Base: Total online population aged 10-65<br />
Gender<br />
Age<br />
Education*<br />
Income<br />
Work situation<br />
Home situation<br />
Hobbies and general interests<br />
Media, Retail & Technology<br />
Base: Total online population<br />
Media usage (print, radio, TV, social networks, internet)<br />
Social network preference*<br />
Mobile phone brand & provider<br />
Tablet brands: e.g. iPad, Kindle Fire, Galaxy Tab<br />
Use of tablet<br />
TV connectivity<br />
Preferred TV channels*<br />
Preferred generic websites*<br />
Preferred retail chains*<br />
General use of prepaid cards / gift vouchers / promotional codes<br />
Game behaviour<br />
Base: Total online population / gamers<br />
Total number of (non-)gamers<br />
Players per market segment:<br />
Casual game websites: e.g. Pogo, MiniClip, King.com, Yahoo<br />
Social networks: global and local<br />
Mobile devices: smartphones and tablets<br />
MMO games: F2P/P2P, Browser/Client<br />
Consoles: including Vita and DS<br />
PC/Mac: <strong>download</strong>ed or boxed<br />
*Country-specific topics<br />
Play frequency per marketsegment<br />
Time spent playing per market segment<br />
Genre preferences per market segment<br />
Players of key franchises, including Minecraft, World of Warcraft, Assassins Creed, FarmVille, FIFA,<br />
Sims, Bejeweled, GTA, Call of Duty, BattleField, League of Legends, World of Tanks, Zynga Poker,<br />
Bubble Shotter, Tetris.<br />
Game spending<br />
Base: All gamers<br />
Total number of (non-)paying gamers<br />
Paying players per market segment<br />
Average money spent per market segment<br />
Business model preference per market segment<br />
Preferred payment method per market segment<br />
MMO-specific<br />
Base: MMO gamers<br />
Free-to-play (F2P) versus Pay-to-Play (P2P)<br />
In-game spending in F2P / P2P<br />
Browser versus Client<br />
Number of MMO games played<br />
Preferred MMO type: e.g. RTS, RPG, Shooter, Sports, Battle Arena, Resource/Casual<br />
Preferred MMO genre: e.g. Fantasy, Sci-Fi, Realism, Anime, History<br />
Preferred MMO graphic style: e.g.2D, 3D, Side-scrolling.<br />
Social/Casual-specific<br />
Base: All online casual or social gamers<br />
Preferred online game destinations*<br />
Choice of social networks*<br />
Social networks as game destination<br />
Share of time on socialnetworks spent on games<br />
Social franchises: e.g. Ravenwood, Words with Friends<br />
Brand awareness of social publishers: e.g. Zynga, Wooga<br />
Number of social games played/ tried<br />
© 2012 <strong>Newzoo</strong> 23
<strong>Newzoo</strong> Data Explorer Topics<br />
Consumer Insights across all game business models<br />
Mobile-specific<br />
Base: All tablet and (smart)phone gamers<br />
Mobile device used to play: e.g. tablet, smartphone, iPod<br />
Share of spending on multiple devices<br />
Popularity of mobile browser games<br />
Popularity of pre-installed games<br />
Popularity of <strong>download</strong> / app store games<br />
Download source for smartphones and tablets<br />
App stores used<br />
Share of up-front payment versus in-game spending<br />
Reasons for chosing a mobile game<br />
Cross-screen gaming: role of mobile device<br />
Number of mobile games played<br />
PC/Mac and Console-specific<br />
Base: All PC/Mac and/or Console gamers<br />
Boxed vs. Downloaded PC/Mac games<br />
Share of Boxed games in total PC/Mac spend<br />
Console used & owned<br />
Own or play for key franchises: e.g. Skyrim, GTA, CoD<br />
Download source PC/Mac games: e.g. Steam, Origin, Filesharing<br />
Buying games abroad/ import<br />
Share of pre-owned in total spending<br />
Share of digital <strong>download</strong>s in total spending<br />
Importance of game extensions as buying reason<br />
*Country-specific topics<br />
Fresh topics available from October 2012:<br />
Time spent on the internet divided over locations<br />
Time spent on the internet divided over screens<br />
Using/Subscription: Netflix/Digital TV/ Satellite TV/Pay TV/Spotify/Amazon Account<br />
Frequency watching TV and: read news paper or magazines, surf the web while TV is on,<br />
communicate online or via phone with friends, playing games<br />
Awareness new products: iPhone5, Windows 8 operating system, Small screen iPad, Google<br />
Nexus 7, Apple TV, Wii U, PlayStation 4, Microsoft Smart Glass, The new Microsoft Xbox, Ouya’s<br />
Video Game Console<br />
Buying intention: iPhone5, Windows 8 operating system, Small screen iPad, Google Nexus 7,<br />
Apple TV, Wii U, PlayStation 4, Microsoft Smart Glass, The new Microsoft Xbox, Ouya’s Video<br />
Game Console<br />
MMO portals visited past 6 months<br />
Populair MMO franchises played (e.g. WoW, LoL, Runescape, World of Tanks, Lineage)<br />
Statements about: Engagement Casual games versus TV<br />
Reasons to try a new social network game<br />
Social franchises played (e.g. FarmVille, CityVille, Words with Friends, MafiaWars, Ravenwood<br />
Fair)<br />
Brand awareness social game developers (e.g. Zynga, PopCap, Playfish, Wooga)<br />
Awareness brand or franchise (e.g. Chillingo, GREE, Mobage, Crime City, Rage of Bahamut,<br />
Where’s My Water?)<br />
General attitude towards brand or franchises (e.g. Chillingo, GREE, Mobage, Crime City, Rage of<br />
Bahamut, Where’s My Water?)<br />
Mobile franchises played (e.g. Angry Birds, Ice Age, Draw Something, Kingdoms of Camelot)<br />
Statements about: Opinion push notifications mobile games<br />
Statements about: Spending, timing and budget for mobile games<br />
Statements about: Preference of boxed vs. <strong>download</strong>ed PC/Console games<br />
Endless cross-analysis of all<br />
topics across 12+ countries in<br />
our <strong>Newzoo</strong> DataExplorer<br />
US EU* UK GER FR IT ES BE NL RU BR PL TR AUS JP CN<br />
© 2012 <strong>Newzoo</strong> 24
6. Subscription offers<br />
Consumer Insights & Monthly Mobile Data<br />
© 2012 <strong>Newzoo</strong> 25
Consumer Research Data | Total Picture<br />
Analyze, create/export graphs online, based on >200 topics<br />
Select topics & variables Select or compare countries Filters to cross analyze<br />
Export to powerpoint or excel<br />
relative and absolute numbers<br />
© 2012 <strong>Newzoo</strong><br />
One year subscription | Free analysis support<br />
All Dutch Data<br />
€4,000<br />
© 2012 <strong>Newzoo</strong> 26
Transactional Mobile Games Data<br />
Top 200 grossing and top 300 <strong>download</strong>ed games<br />
iPhone iPad PlayStore Amazon Windows 8<br />
Stores:<br />
End 2012:<br />
Over 30 datapoints per<br />
game.<br />
Easily select the publisher<br />
and see their games in the<br />
top 200 gross ranking and<br />
top 300 free and paid<br />
ranking across all app stores.<br />
Game by game revenues<br />
and <strong>download</strong>s. Per country<br />
and per App store.<br />
© 2012 <strong>Newzoo</strong>/Distimo<br />
12 monthly datasets | Free analysis support<br />
All Dutch Data<br />
€7,000<br />
© 2012 <strong>Newzoo</strong> 27
7. <strong>Newzoo</strong> & Contact<br />
Research, Client Portfolio & Contact Details<br />
© 2012 <strong>Newzoo</strong> 28
<strong>Newzoo</strong> | The Total Picture<br />
Consumer, Transactional & Financial Data<br />
<strong>Newzoo</strong> research portfolio<br />
US EU* UK GER FR IT ES BE NL RU BR PL TR AUS JP CN<br />
Several US<br />
clients cannot be<br />
disclosed.<br />
© 2012 <strong>Newzoo</strong> 29
Contact us<br />
Or buy directly online<br />
Order subscriptions online on newzoo.com<br />
Or contact us<br />
<strong>Newzoo</strong><br />
Wybe Schutte<br />
wybe@newzoo.com<br />
+31 20 6635816<br />
© 2012 <strong>Newzoo</strong> 30
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