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1、October 2023COVER ILLUSTRATIONIN PROGRESSIntroductionThe latest on the PC&console gaming market Understanding an evolving player baseHow games can stand out in an attention economy4610182Gaming is massive,and the PC&console market is an essential segment driving global growth,with the market set to
2、generate$95.2 billion in 2023.Gaming and Entertainment have become important touchpoints for many player communities around the world.On the flipside,its become more challenging to break into the PC&console market and find the right audiences.While game studios are turning to strategies like leverag
3、ing known IP and fine-tuning live services to address these challenges,one of the most powerful marketing strategies is fostering community and cultural relevance.The influence of a passionately engaged community can catapult a game to unprecedented heights,whether it is AAA or indie.In this report,
4、we cover the state of the PC&console gaming industry and the ever-evolving generational changes to gaming audiences worldwide.We also highlight ways in which games can leverage the power of culture and community.Every year gaming become more mainstream,and 2023 is no exception.Since our first report
5、,weve said that gaming is at the heart of the entertainment industry,and its never been so easy to back up this claim.Gamings impact goes well beyond the number of players and revenue generated within the industry.Transmedia strategies,as well as vibrant gaming communities across the world,showcase
6、the power of games as a business and cultural landmark,and these trends are only accelerating.Lead Games AnalystNewzooIn 2022,TikTok drove over 3 trillion views on gaming content,with approximately 50%of daily active users watching gaming content.TikToks superpower is how it enables and drives disco
7、verability of games among an incredibly diverse consumer base.Were excited to have partnered with Newzoo to narrow in on what it really takes to stand out and thrive in todays dynamic gaming industry.This report is our commitment to providing valuable insights that can guide developers and industry
8、players toward effective strategies for new title launch success.Source:Newzoo|Newzoo Games Market Reports and Forecasts|July 2023Head of Global BusinessSolutions,GamingTikTokPC&console gamerevenues in 2023PC players in 2023Console players in 20234The market is increasingly more competitive and crow
9、ded5FortniteEpic Games2017FIFA 22Electronic Arts2021Call of Duty:ModernWarfare II/Warzone 2.0ActivisionPublishing2022Overwatch 1&2Blizzard Entertainment2016MinecraftMojang Studios2011ValorantRiot Games2020Grand Theft Auto VRockstarGames2013League of LegendsRiot Games2009ROBLOXRobloxCorporation2006Co
10、unter-Strike:Global OffensiveValve2012Call of Duty:Modern Warfare/WarzoneActivisionPublishing2019Tom ClancysRainbow Six:SiegeUbisoft2015Apex LegendsElectronic Arts2019Destiny 2Bungie2017Rocket LeaguePsyonix2015FIFA 23Electronic Arts2022Fall GuysEpic Games2020Call of Duty:Black Ops Cold WarActivision
11、Publishing2020The Sims 4Electronic Arts2014Call of Duty:VanguardActivisionPublishing2021Source:Newzoo|Newzoo Game Performance Monitor|37 markets included*Note:For Newzoo analysis,Modern Warfare 2 and Warzone 2.0,and Modern Warfare and Warzone were mergedof 2022s top titles by MAU were released after
12、 2020.Five came from established franchises with annual releases,including FIFA and Call of Duty.of 2022s top titles by MAU came out before 2022.This shows the power of live-service games for long-term engagement.Six games in the Call of Duty franchise are represented in our top 20 games by MAUs*.PC
13、,PlayStation,Xbox|37 Major Markets|20226FortniteEpic Games2017Counter-Strike:Global OffensiveValve2012Call of Duty:Modern Warfare II/Warzone 2.0Activision Publishing2022League of LegendsRiot Games2009MinecraftMojang Studios2011Tom ClancysRainbow Six:SiegeUbisoft2015Grand Theft Auto VRockstar Games20
14、13ValorantRiot Games2020ROBLOXRoblox Corporation2006Hogwarts LegacyWarner Bros.Int.Ent.2023Rocket LeaguePsyonix2015Destiny 2Bungie2017The Sims 4Electronic Arts2014Fall GuysEpic Games2020Apex LegendsElectronic Arts2019NBA 2K232K2022FIFA 23Electronic Arts2022Battlefield 2042Electronic Arts2021Overwatc
15、h 1&2Blizzard Entertainment2016Genshin ImpactmiHoYo2020Source:Newzoo|Newzoo Game Performance Monitor|37 markets includedof the top titles by MAU in 2023 were released after 2020.Three were installments from established franchises with annual releases,like FIFA and Call of Duty.Hogwarts Legacy is the
16、 only 2023 release that entered the top 20 games by MAU in 2023(between January and May).PC,PlayStation,Xbox|37 Major Markets|January 2023 May 2023Harry Potter IP dates back to the 1997 publication of Harry Potter and the Philosophers Stone(Bloomsbury).The first video game based on the novel series
17、was released in 2001.7Year after year,more games are being released.Even though there are more releases,there is a decline in the number of titles on both PC&console platforms that have reached at least 50,000 lifetime players in comparison to previous years.Despite numerous major success stories th
18、is year,the focus of the games market seems to be drawn toward long-standing live-service games with strong communities.Source:Newzoo Game Performance Monitor(37 markets included)By release year|Source:SteamDBSource:SteamDB,Newzoo Game Performance MonitorPCConsole89Generational differences between p
19、layers segmentsBase:Total online population aged 18-50/65 Newzoo Global Gamer Study 2023(Global weighted average across 36 markets)Q:Game Enthusiasts,Total players(past 6 months),Gaming video content viewers(past 12 months),Those who engage with gaming beyond playing/viewing in the past 12 months(%o
20、ften)Base:Total sample aged 18-50/65(n=60,898),Gen Z(n=17,279),Millennials(n=22,942),Gen X(n=15,868),Baby Boomers(n=4,809)+10%(vs.22)+0%(vs.22)-4%(vs.22)+3%(vs.22)are consumers who engage with gaming through playing,viewing,owning,and/or social behavior.includes those that claim to have“often”follow
21、ed video gaming channels or esports broadcasters,socialized through/visited online gaming communities,discussed video games with family and friends,listened to gaming podcasts,and/or attended large in-person gaming conventions in the past 12 months.Gen Z(born 1995-2005/18-28 y.o.)*Millennials(born 1
22、981-1994/29-42 y.o.)Gen X(born 1965-1980/43-58 y.o.)Baby Boomers(born 1946-1964/59-65 y.o.)Newzoo filters on respondents aged 18+,so respondents aged 14-17 are excluded from Gen Z10ReadingListening to musicWatching broadcast TVStreaming movies/seriesSocial networksWatching videos via online content
23、creation platforms(gaming+non-gaming content)Playing video games14%13%10%6%20%17%15%11%15%16%16%14%10%14%22%33%14%12%14%15%8%9%10%13%Base:Total online population aged 18-50/65spend a similar amount oftime(nearly 20%)playingvideo games as they do on entertainment platforms&social networks(which also
24、have games-related content).11 Newzoo Global Gamer Study 2023(Global weighted average across 36 markets)Base:Total sample aged 18-50/65(n=60,898),Gen Z(n=17,279),Millennials(n=22,942),Gen X(n=15,868),Baby Boomers(n=4,809)Base:Total players aged 18-50/65 Newzoo Global Gamer Study 2023(Global weighted
25、 average across 36 markets)Q.PC and/or console players(past 6 months),GenderBase:Total players aged 18+(n=45,670),Gen Z(n=15,071),Millennials(n=18,690),Gen X(n=9.989),Baby Boomers(n=1,920)PC and/orconsole playersMaleFemaleNon-binary/Other12Playing video gamesWatching films/moviesand television serie
26、sWatching films/moviesand television seriesWatching films/moviesand television seriesListening toor playing musicPlaying video gamesListening toor playing musicListening toor playing musicWatching films/moviesand television seriesListening toor playing musicPlaying video gamesReading or writing#7 Pl
27、aying video gamesVideo gamesVideo gamesNews and current affairsNews and current affairsFood and drinksFood and drinksFood and drinksFood and drinksComputers,electronics,and gadgetsTechnology and scienceTechnology and scienceTechnology and science#5 Video games#7 Video games Newzoo Global Gamer Study
28、 2023(Global weighted average across 36 markets)Q.Hobbies,General interestsBase:PC and/or console players aged 18+(n=30,231),Gen Z(n=10,590),Millennials(n=12,753),Gen X(n=5,804),Baby Boomers(n=1,084)13Base:Total PC and/or console players aged 18-50/65Avg.spent onPC per month$17.10$16.65$13.94$9.96Av
29、g.spent onconsole per month$19.16$20.40$20.16$18.28 Newzoo Global Gamer Study 2023(Global weighted average across 36 markets)Q.:Payers(past 6 months),Money spent per month on PC games(past 6 months);Money spent per month on console games(past 6 months)Base:PC and/or console players aged 18+(n=30,231
30、),Gen Z(n=10,590),Millennials(n=12,753),Gen X(n=5,804),Baby Boomers(n=1,084)Younger generations of PC and/or console gamers are much more likely to spend money on video games.Almost three in four made video-game-related purchases in the past six months.Millennials spent the most on console-related p
31、urchases.Gen Z gamers spent nearly twice as much on PC gaming as Baby Boomers did in the same period.Payers:Past 6 months players who,on average,spend money on a monthly basis on games on a PC,console,or mobile device.Spending money includes gifts,downloadable content,subscriptions,and other micro-t
32、ransactions.1468%54%52%68%56%52%53%38%31%37%16%12%Base:Total PC and/or console players aged 18-50/65Gen ZMillennialsGen XBaby BoomersTalked about video games with family,friends,or significant othersVisited websites/blogs or listened to podcasts to keep up to date with gaming newsVisited online gami
33、ng community websites or social media groups Newzoo Global Gamer Study 2023(Global weighted average across 36 markets)Q:Frequency social gaming engagement(past 12 months)Base:PC and/or console players aged 18+(n=30,231),Gen Z(n=10,590),Millennials(n=12,753),Gen X(n=5.804),Baby Boomers(n=1,084)1516Ga
34、mes based on transmedia IP capitalize on pre-existing fan bases and it mitigates having to build new communities.In some cases,developers include characters or content in their games from outside IP to increase the player base and sales without having to create entirely new games based on that IP.St
35、ar Wars Jedi:Survivor,Hogwarts LegacyVideo game IP is finding its way into new media and entertainment.We can see this in the increasing number of video game movies,television/streaming series,books,and board games being released.For massive IP holders like Nintendo,this could spawn an empire resemb
36、ling the likes of Disney.Castlevania(anime),Super Mario Bros.Movie(film),The Last of Us(television series)Developers often collaborate with IP holders to create new content for their games to increase engagement and the longevity of the games lifespan.Many multi-franchise owners will place easter eg
37、gs from other franchises.Some developers in the fighting game and RPG genre,will create fully collaborative crossover games.Mortal Kombat 1,Dead by Daylight,Super Smash Bros.,Kingdom Hearts IPs from earlier eras of the industry are being given new life in three ways:1)creating legacy collections of
38、older series,2)remastering the graphics to be more palatable to players that are more accustomed to modern graphics,and 3)remaking games from the ground up to give players a new take on older games.Mega Man Legacy Collection,Resident Evil 4(2023 remake),Final Fantasy 7 Remake17Creator*marketing has
39、quickly become a powerful strategy to connect with target audiences,with brands expected to spend a total of$6Bn on it in 20231 1.Millennials and Gen Z greatly prefer personalized content that features authentic and relatable products/services at the core.By leveraging the trust,credibility,and infl
40、uence of creator personalities,gaming brands can tap into highly engaged audiences,build more authentic connections,and drive conversions.As technology advances and content creation tools become available,more individuals will become content creators.This growth will be driven by a younger generatio
41、n that has been raised in a world of digital storytelling.The creator economy is currently estimated to be worth more than$100 billion,with more than 2 million professional content creators worldwide2.Saints Row,The Sims 4,Dead Island 2,Star Wars Jedi:Survivor1 Goldman Sachs;2 Forbes,“Make the Most
42、of the Creator Economy”,July 2022*Creators create content with the sole purpose of engaging their audience.They create videos,photos,graphics,informational resources,blog content,etc.,and distribute it across various channels including entertainment platforms,social media,websites and more.18Nintend
43、o and Oreos partnered to create Pokmon-themed Oreos leading up to the release of Brilliant Diamond and Shining Pearl.Popular UK rapper and grime star Stormzy appeared in the games launch trailer,which was essentially a music video.The musician also appeared in-game as part of a mission.An increasing
44、 number of studios do cross promotional campaigns with video game companies to market their films.The Barbie-themed Xbox released along with the hit movie is a prime example.Louis Vuittons fashion designs were integrated into the game via character skins.LV even launched a LoL-themed capsule collect
45、ion for fans to purchase and collect in real life.After Animal Crossing:New Horizons became a hit,ColourPop Cosmetics partnered with the game to release a makeup line that quickly sold out.19Gaming has become mainstream and now competes with film and television for consumer attention.Some ways to en
46、gage include meeting players where they spend the most time,finding unique ways to fuel existing fandom through creators,and leveraging player interests outside gaming.We will continue to see gaming brands lean into collaborations,be it via brand partnerships and extensions,or with content creators,
47、as a way to increase media effectiveness and engage with more audiences.People come to games from many different countries,cultures,and generations,and with myriad passions and interests outside gaming.Publishers need to capture the attention of a constantly evolving population of current or prospec
48、tive players.Many video games have evolved into IPs that host communities from all over the world.Furthermore,games have influenced cultural narratives and are now a phenomenon that shapes modern entertainment.Meeting players where they are,and building communities around their interests within and
49、beyond gaming is critical to driving discovery,engagement,and conversion.20Contact NewzooContact TikTok22The content of this report is created with due care by Newzoo and protected by copyrights.This report,or any portion thereof,may not be reproduced,distributed,or transmitted in any form or by any means,including photocopying,recording,or other electronic or mechanical methods,or used in any manner whatsoever,without the express written permission of Newzoo.Reproducing,distributing,and/or transmitting this report,or any portion thereof,for commercial purposes is explicitly not allowed.