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- 1. Social Gaming in Europe Günter Schmid Social Gaming 2013, May 23 I Central London Commercial and Legal Analysis
- 2. Action Adventure Arcade Gambling Card Family Hidden Object Puzzle Simulation Sports Strategy Trivia & Word Gambling Social Game Genres 2(c) Kapsner & Schmid, Brandl & Talos Source: Facebook App Centre (2012) © Pictures from Facebook App Centre (2013)
- 3. Definition of Social Games • Games accessed via a social network account • Games – with symbolic rewards and – freemium access – via an established distribution network account – that require the player‘s permission and the use of player links to a social graph for promotion, retention and gameplay 3(c) Kapsner & Schmid, Brandl & Talos
- 4. Who plays? © Picture: 123RF 4(c) Kapsner & Schmid, Brandl & Talos
- 5. The Average Social Game Player Is • female … • 40 years old … • US-American … • spends less than nickel a day … • in an hour of play … • … so what? Well, it depends … (c) Kapsner & Schmid, Brandl & Talos 5 Source: Casual Games Association (2012); Morgan Stanley (2012); Lightspeed (2010) © Picture from 123RF (2013)
- 6. Social Game Player Gender Source: Data from www.appdata.com (1 November 2012); own analysis 6(c) Kapsner & Schmid, Brandl & Talos 10% 37% 41% 63% 67% 68% 74% 81% 95% 90% 63% 59% 37% 33% 32% 26% 19% 5% 0% 20% 40% 60% 80% 100% Top 11 - Be a Football Manager Texas Hold'Em Poker Okey CityVille Slotomania Words with Friends Bejeweled Blitz Bubble Island Mall World %ofAudience Male Female
- 7. Social Game Player Age 7(c) Kapsner & Schmid, Brandl & Talos Source: Data from www.appdata.com (1 November 2012); own analysis 35% 34% 26% 13% 18% 9% 12% 7% 3% 30% 27% 27% 21% 20% 18% 16% 12% 9% 25% 23% 25% 28% 23% 27% 22% 22% 20% 7% 10% 12% 19% 18% 21% 21% 25% 24% 2% 4% 6% 12% 13% 15% 17% 20% 24% 1% 2% 4% 7% 8% 10% 12% 14% 20% 0% 20% 40% 60% 80% 100% Top 11 - Be a Football Manager Mall World Okey Texas Hold'Em Poker CityVille Words with Friends Bubble Island Bejeweled Blitz Slotomania %ofAudience Over 55 46 to 55 36 to 45 26 to 35 18 to 25 Under 18
- 8. Social Game Player Location 8(c) Kapsner & Schmid, Brandl & Talos Source: Data from www.appdata.com (1 November 2012); own analysis 85% 46% 43% 20% 18% 17% 10% 15% 54% 57% 80% 82% 83% 90% 100% 100% 0% 20% 40% 60% 80% 100% Words with Friends Bejeweled Blitz Slotomania Mall World CityVille Texas Hold'Em Poker Bubble Island Top 11 - Be a Football Manager Okey %ofAudience Other US
- 9. Social Game Player Profile by App (c) Kapsner & Schmid, Brandl & Talos 9 * Reach measured as MAU (App) / MAU (App with highest reach); Texas HoldEm Poker with MAU of 33 m. ** Stickiness measured as DAU/MAU Source: www.appdata.com (November 2012); own analysis 0% 25% 50% 75% 100% % Female % >35 yrs. % US% Reach* % Stickiness** Mall World Top 11 - Be a Football Manager Texas HoldEm Poker Slotomania
- 10. Who pays? © Picture: Freewalls.net 10(c) Kapsner & Schmid, Brandl & Talos
- 11. Monetization by Genre Social Gaming Genres RPG, Gambling, Poker Hidden Object, Adventure, Tournaments Puzzle, Arcade, Caretaking, Simulations Daily Average Revenue per User (US Cent)* 1 2 3 4 5 6 7 8 9 10 * Expected average daily revenue per daily active user Source: Social Gaming Report 2012, The Casual Games Association 11(c) Kapsner & Schmid, Brandl & Talos
- 12. Monetization by Player Segment >50 % 25 % <25% % of Revenues ARPU p.m. USD 1-5 USD 5-10 > USD 25 % of All Players 95%-99% Free Players 1% – 5% Paying Players Source: Social Gaming Report 2012, The Casual Games Association © Picture: 123RF 12(c) Kapsner & Schmid, Brandl & Talos 15 % 25%- 40 % 45%- 60% % of Paying Players Moderates Intense Others Player Segment („Whales“)
- 13. Monetization vs. Gambling * Source I: Values for average paying players for QIV 2011 taken from Zynga Inc. and bwin.party digital entertainment plc. Illustrative only. ** Source II: Values for intense users estimated with ratios of 50% of revenues / 15% of paying players for Social Gaming and 80% of revenues / 10% of paying players for online gambling. Values taken across all products and genres. 0.5 m 243 US$ Intense Paying Players** Online Gambling Operator 160 US$1.8 mAverage 1,280 US$0.2 mIntense Social Gaming Operator 3.5 m 73 US$ Average Paying Players* # of Paying Players in a Quarter Average Revenue Per Paying Player 13(c) Kapsner & Schmid, Brandl & Talos
- 14. Obvious issues © Picture: Andre Bolten 14(c) Kapsner & Schmid, Brandl & Talos
- 15. Who Needs Protection? • The vulnerable – Minors – Problem players • The consumer • The fair competition (c) Kapsner & Schmid, Brandl & Talos 15
- 16. Potentially Problematic Apps • Targeting vulnerable players – Gambling Genre Social Games – Funnels towards real money gambling – “Always on” – mobile devices • Offering “payouts” of more than 100% • “Rigged” games and equipment • … but: what are the issues specifically adhering to the social gaming versions? (c) Kapsner & Schmid, Brandl & Talos 16
- 17. Gambling Genre Games … Slots Poker Bingo Blackjack Craps Keno Betting Gammon Other 17(c) Kapsner & Schmid, Brandl & Talos
- 18. … Are Not Gambling … County / Criteria Element of Chance Consider- ation* Prize* Entrepren. Activity Public Offer Austria X n.a. France X n.a. n.a. Germany X n.a. Italy X n.a. n.a. Spain X n.a. n.a. Great Britain n.a. X n.a. n.a. Malta X n.a. n.a. 18(c) Kapsner & Schmid, Brandl & Talos * Consideration and Prize in the sense of being money or money’s worth
- 19. Game XYZ … As Prizes Are Not Money’s Worth! (c) Kapsner & Schmid, Brandl & Talos 19 In-Game Account Virtual Goods In-Game Currency Player B In-Game Account Virtual Goods In-Game Currency Player A Other Games, Goods or Services that are Money’s Worth Money O.k. ??? K.o.
- 20. Social Gaming as Funnel to Gambling? Social Gaming Gambling Genre Social Gambling Online Gambling Genres Non-Gambling Gambling Gambling Gambling Information Social Graph Social Graph Social Graph + Settings User Group Open Open Permeable Closed User acquisition Viral Viral Viral “Classical” Player Identification Yes Yes Yes Yes Identity Verification No No Yes Yes Age Verification No No Yes Yes Monetization Freemium Freemium Stake to Lose Stake to Lose 20(c) Kapsner & Schmid, Brandl & Talos
- 21. So ... Is This a Good Idea? (c) Kapsner & Schmid, Brandl & Talos 21 * Pictures taken from Farmville (Zynga Inc., 2013) and screenshots of Zynga Plus Casino (Zynga Inc., Elektraworks Ltd. 2013); available only to players older than 18 in the UK. = Gambling Genre Social Gaming = Gambling = Simulation Genre Social Gaming • Redirect • Download • Registration • Pay-in
- 22. But: “Licensing” Isn’t Everything (c) Kapsner & Schmid, Brandl & Talos 22 © Cartoon taken from “The Far Side Gallery” (Gary Larson, 1984)
- 23. Who must lead? © Picture: Andre Bolten It s the industry, stupid!
- 24. Five Steps to Self-Regulation • Disclaimers and warnings • Transparent information • Certification • Voluntary industry standards • Mandatory industry standards • … backed by empirical evidence! 24(c) Kapsner & Schmid, Brandl & Talos
- 25. Typical Protection Measures • Age limits • Time limits / clocks • Spending / staking limits • Self blocking • Dedicated help lines • Separate sign-on • Know your customer requirements • Third party verification (c) Kapsner & Schmid, Brandl & Talos 25
- 26. Cautious Approach Advisable (c) Kapsner & Schmid, Brandl & Talos 26 © Cartoon taken from “The Far Side Gallery” (Gary Larson, 1984) Regulator Operator
- 27. Thank you! 27(c) Kapsner & Schmid, Brandl & Talos