How kids are destroying gaming (and everything else)

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How kids are destroying gaming
(and everything else) #GameHorizon
@MRDYLANCOLLINS

“You are one of the most
unreasonable, stubborn and
arrogant people I have ever
met”
Former girlfriend

“I agree with your former
girlfriend”
Anonymous Investor

Founder
CEO
Chairman
Angel investor
Board Advisor
VC
Private equity

Platform fragmentation Huge behavior change Lack of good data
*Digital marketing spend of $200M (UK) + $800M (US) based on estimates from Nielsen, Ofcom, FTC and industry sources.
Strictly Confidential | Copyright SuperAwesome Ltd 2014 | www.superawesome.tv
OVER $1B SPENT ANNUALLY MARKETING TO KIDS/TEENS
THE PROBLEM: KIDS AND TEENS ARE HARDER TO REACH THAN EVER
RESULT: FRUSTRATED MEDIA BUYERS, DILUTED BRAND RELATIONSHIPS
• Current generation of kids very
different to any we’ve seen before
• Much earlier exposure to technology,
internet and gaming
• Dominant brands for kids today are
increasingly new entrants (Rovio,
Moshi Monsters, Minecraft) versus
traditional incumbents (Disney,
Hasbro)
• Content now being interacted with
(tablet) versus passively engaged
(TV)
• Restrictions on data-gathering (e.g.
COPPA) vastly reduce availability
of data on behaviour, sentiment
and audience trends.
• Much kids/teens research
conducted via parents who give
‘idealised’ responses about their
kids
• Kids scattered on every device;

MOBILE/TABLET WEB
AT HOME/IN BEDROOM
BRANDS NOW NEED TO REACH KIDS ON MULTIPLE PLATFORMS
24hrs in the life
of a kid

THE #1 KIDS MARKETING PLATFORM IN THE WORLD
30M KIDS EVERY
MONTH!
MOBILE/TABLET WEB
AT HOME/IN BEDROOM
SUPERAWESOME: An integrated marketing platform designed for a new
generation of kids

100+BRANDS AND AGENCY CLIENTS
INCLUDING:
TRUSTED WITH BILLIONS OF DOLLARS IN BRAND VALUE

Kids Digital Landscape
TABLET USE HAS INCREASED DRAMATICALLY – THREAT TO CONSOLES

What exact present would you like to unwrap
on Christmas day?
-2000 kids, 8-14 (equal split boy/girl)

Source: SuperAwesome Research, September
2013

TOP 10 USED APPS IN 2013 (8-10)
1. 2. 3. 4.
5. 6. 7. 8.
9. 10. Source: SuperAwesome Research, 2013 (8-10s)

FACEBOOK IS LOSING KIDS, YOUTUBE REMAINS DOMINANT
Source: OnTrack Report 2010-14, 4-18 year
olds,
What is your favourite website?
• 49% > 8 use Facebook (2012: 54%)
• 47% check in “whenever I can”
• 70% use YouTube

THERE HAS BEEN A POWER SHIFT TO VOD
Source: IHS Screen Digest 2013

% Favourite
1. YouTube 61%
2. Facebook 7%
3. CBBC 7%
4. Vine 3%
5. Instagram 3%
YOUTUBE IS UTTERLY DOMINANT
Source: SuperAwesome Research, November 2013
n=687 (age 8-16)

MORE KIDS WATCH MULITIPLE SCREENS THAN EVER BEFORE
Only 18% say they never use multiple screens
Source: SuperAwesome Research 2013

GIRLS USE MULTIPLE SCREENS MUCH MORE THAN BOYS
• 3x the number of 11-13 year old girls watch TV, surf
the internet and use their phones than boys
Source: SuperAwesome Research 2013

TEENAGE YEARS: SOCIAL NETWORKING OVERTAKES READING
11% read
once a
week
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
8 to 12 13 to 18
Every day
TV
Use normal apps
Use game apps
Read
Social networks
Watch videos online
Magazines
Cinema
GIRLS’ DAILY MEDIA USE , 8-12 v 13-18
source: SuperAwesome Research 2014

DISCOVERY
“I’ve got 99
problems
but a good
kids content
discovery
platform
isn’t one”

SERIES REMAIN EXTREMELY POPULAR
• 75% “will finish a
series they start”
• 83% of girls 12-
14 say the
same.
Source: SuperAwesome Project Rider Survey 2014

THE OPPORTUNITY: ENGAGE KIDS WITH DIGITAL BOOK CONTENT
Kids (and parents) can get
the reading experience for
much less than anticipated
£5.95: price guessed 9-14 year olds*
£3.42: average price of a UK eBook
Source: *SuperAwesome Project Rider Survey 2014, **www.publishingtechnology.com
EBOOKS: A BIG OPPORTUNITY TO ENGAGE KIDS

Source: SuperAwesome Research, April 2014
CHAT IS CHANGING FOR KIDS

Source: SuperAwesome Research, December
2013
CHAT APP USE AMONGST KIDS

2013
FAVOURITE THING ABOUT CHAT APPS

2014: PREDICTIONS
USE OF CHAT APPS
2013
(%s of those using chat apps)

MOBILE GAMING – THE KIDS ECOSYSTEM
70%+ 60%+ 50%+ 35%+
% OF KIDS PLAYING
Source: SuperAwesome Research: 2013

THE NEXT GENERATION CHANGES EVERYTHING
Jordan Casey (age 13)
- One of Apple’s youngest
developer
- Started programming age 9
- Founder & CEO of Casey
Games
Nick D’Aloisio (age 18)
- Youngest recipient of venture
capital, at 15
- Sold Summly to Yahoo in
March 2013 for £30m

...AND THEY WILL CREATE

+44 203 668 6677 | INFO@SUPERAWESOME.TV |
WWW.SUPERAWESOME.TV
@MRDYLANCOLLINS
@GOSUPERAWESOME

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