Decoding The Gaming Audience - MMA Webinar Series June 15, 2020 In Partnership with: Mobile Marketing Association
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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
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7MANAGING YOUR QUESTIONS
Share the Insights
#MMAWebPRESENTER
Martyn U’ren
Head of Research, Asia Pacific and MENA
Twitter
MODERATOR/HOST
Shanti Tolani
Country Manager Indonesia
Mobile Marketing AssociationDecoding 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
@martynurenAPAC 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.htm100M
unique online viewers for the
“League of Legends” World
Championship finals in South Korea
in Nov. 2018
VS
98M
Number of viewers during
the Super Bowl 2018
Source | Twitter MI&A APAC5M
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
Viewers 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: APACAPAC 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
conversation is rising
+55% April 2020 yoy
Source | Twitter Internal data, Gaming, JAPAC(SG, ID, MY, TH, PH, AU, IN, JP), April 1st 2019 - May 11th 2020.247M
Tweets 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 2020Having fun but also staying
connected to friends - especially
for GenZ in SEA
Source | Twitter Internal data, May 2020Tom 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 20201.1M
views of Fortnite Party Royale LIVE on Twitter
Source | Twitter Internal data, May 2020Source | 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
Source -Kantar TNS Twitter
TNS Twitter Consumer Deep Dive Consumer
Survey, 2018 Deep Dive Survey, APAC, 201894%
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, 201848% 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
(Jan-Apr 2020)
conversation
SEA - TH, ID, SG, MY, PHGaming Need States
Breaking down the 4 main need states for mobile gamers
by their motivation and preference towards gamingAchieving 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 2018COVID-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.
ID SG PH MY TH
Socialising
Staying connected to Family
and Friends
Not keen to Connect Most socialisingUsername
@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
nampak macam best je main
game dekat instagram story.
tapi followers aku ramai yang
tak mesra alam hahshshahs
Malaysia masa aku buat question pun,
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 askUsername
@handle
Thailand The official PUBG MOBILE
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 outMY SG TH PH ID
Normalising
Seeking normalcy in their
daily routine
Part of Normal Routine Escape from RealityUsername
@handle
I really can’t understand
boredom during the CB like
seriously do y’all not have
Singapore
things to do.
⁃ 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 relaxingUsername
@handle
คือทุกวันนี้เบื่อมากๆอ่ะ อยู่แต่บ้าน
เล่นเกม ดูหนังเล่นโทรศัพท์ กิน 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
@handleUsername
@handle
"Keluarga Sim-ku hidup
bahagia walau di dunia nyata
sedang terjadi pandemi, dan
aku ikutan senang
Indonesia
melihatnya.”
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
Philippines fiancé… I said to him
“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 1 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
valueKey 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
valueKey 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
valueKey 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
valueLevel 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: E3 Expo Gaming Convention / Location : E3 2019 (@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
In Partnership with:You can also read
