KZero Digital Kids Conference

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1. Virtual Worlds /MMOs:Key Data, Metrics and InsightDigital Kids Conference, NYC, Feb 2013 Nic Mitham, KZero 2. KZero Clients 3. Universe ChartState of the Market Q4…
  • 1. Virtual Worlds /MMOs:Key Data, Metrics and InsightDigital Kids Conference, NYC, Feb 2013 Nic Mitham, KZero
  • 2. KZero Clients
  • 3. Universe ChartState of the Market Q4 2012
  • 4. Radar ChartCompanies by Genre & Status
  • 5. Market SizingPenetration Rates and Active Users Q4 2012
  • 6. Market Penetration: Ages 7 to 13Active Users as a % of the Addressable Market
  • 7. Global Unique Active Users (m)Region 7 8 9 10 11 12 13 TotalAgeNorth America 0.7 1.5 2.5 3.2 3.3 3.3 3.1 17.6Latin/South America 0.2 0.4 1.3 1.7 1.8 1.8 1.6 8.8Western Europe 0.8 1.2 1.6 2.0 2.2 2.5 2.3 12.6Eastern Europe 0.2 0.3 0.3 0.7 0.6 0.3 0.3 2.6Asia 1.3 1.8 2.5 4.1 4.5 4.6 4.5 23.2Australasia 0.1 0.1 0.1 0.3 0.3 0.3 0.4 1.6Global Total 3.2 5.3 8.3 11.9 12.7 12.8 12.1 66.4Logged in at least once to a VW/MMO in the quarter
  • 8. Trends/StrategiesWhere is the Market going? Key Strategies for Success
  • 9. Licensing and Merchandising Almost all major (10m+ reg acc) VWs have implemented L&M initiatives Boosts brand awareness, therefore improving monetization conversion Without L&M: 1% - 2% conversion rate to paying With L&M: 4%+ Tying physical product to virtual product is the key strategy Virtual character activation: Skylanders, Bearville Encouraging physical store visits: Distroller Extending the play length: Great for the brand
  • 10. Moshi Monsters: Activity TimelineRegAccs Moshi Music announced Trading Cards (Topps) Master toy deal announced DS Game: Theme park DS Game: Moshling Zoo Master toy range launch Magazine launch McDonalds promotion USA
  • 11. Stardoll: Activity TimelineRegAccs 1st Clothing Deal: JC Penney 1st Media Deal: Strictly Come Dancing Signs Innovative Artists as Master Agent 2nd Book Deal: Random House 1st Book Deal: Random House 1st Toy Deal: Stardoll by Barbie
  • 12. Aggressive User Acquisition User Acquisition budget (or rather lack of) was the joint key reason for the failure of ‘Penguin-Chasers’ Circa $750k acquisition budget is required in year one This spend level activates viral index Online channels do work for KT&T acquisition Even for the younger users Sub $1 CPA is target Coupled with managing lapse rate The aggressive VWs are using TV (and L&M) Now seeing smaller VWs using TV from launch 7 VWs using TV advertising in UK
  • 13. IP-Led and Follow-Ons Fewer start-ups entering the sector Those that do enter need to go for niches More established co’s leveraging IPs are entrants Turner PBS Successful VWs (or founders) are launching new VWs Jumpstart - Math Blaster Club Penguin - Mech Mice Neopets - Monkey Quest User Generated Content - Expect more UGC Especially for younger users
  • 14. kzero.co.uk@kzeroworldswideSlideshare:‘kzero’
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